Internet marketing — SEO, PPC, email, social media, etc. — takes a lot of time and in some cases a lot of money. Are you getting the most out of your investment?
Many organizations, from solo entrepreneurs to global enterprises, don’t really know the precise answer to that question. Because they are orchestrating their marketing maneuvers in the dark, their marketing campaigns tend to drift and seldom show much growth in terms of sales lead generation.
A way out of this stagnation is to add lead validation to the marketing process. Lead validation involves reading all website form submissions, separating true sales leads from non-leads, and then tracking sales leads back to their marketing source (SEO, PPC, email, social media, etc.).
Why is lead validation so helpful? As you’ll see in the presentation below, after validating and analyzing hundreds of thousands of website conversions for clients and ourselves, our agency discovered something extremely important:
About half of website conversions are not sales leads. Non-leads include things such as spam, misdials, sales solicitations, personal phone calls and incomplete forms.
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When companies validate leads, two important things happen.
First, they can more accurately measure the effectiveness of their marketing campaigns. When companies look at conversion data, the numbers are inflated, leading company leaders to think their marketing campaigns are more effective than they really are. As a result, they spend more freely on campaigns that aren’t pulling their weight.
Second, with lead validation, marketing managers can improve campaign performance far more effectively. Basing campaign testing and tweaking on conversion data can mislead campaign managers into putting undue emphasis on, for instance, keywords that are producing a lot of conversions but not many actual leads — and also putting inadequate emphasis on keywords producing relatively few conversions but a high percentage of leads. Over time, the more accurate lead validation data sets the stage for dynamic growth in lead production.
For more insight on lead validation, review the presentation now.