Lead validation in Internet marketing is the process of separating sales leads from other phone and form inquiries generated from a company’s website. Created by Straight North, an organic SEO agency, The Critical Importance of Lead Validation in Internet Marketing study indicates that, on average, about 50 percent of a company’s website inquires are not sales leads. Those non-sales inquiries consist of things such as customer service inquiries, personal phone calls and sales solicitations.
Other eye-opening statistics discussed in the study include:
- 19 percent of leads convert on Mondays and Tuesdays
- 85 percent of visitors convert on the first visit. The number drops significantly — to 10 percent — on the second visit. After the second visit, the chance for a conversion plunges to single digits
Overall, if the marketing department judges the success of its campaigns (SEO, paid search advertising, email, etc.) on inquiries alone rather than on actual sales leads, their evaluations could be overly optimistic by half. By validating leads, marketers can judge their campaigns based on sales leads, giving them an accurate picture of how well each marketing campaign is performing.
For more insight into lead validation, see the presentation below:
About the Author
Aaron Wittersheim is an accomplished entrepreneur with more than 20 years of business and technology experience. He is currently Chief Operating Officer at Straight North, a Charlotte Internet marketing agency specializing in lead generation for middle market and large organizations.