The Critical Importance Of Lead Validation In Internet Marketing
By: Aaron Wittersheim
As a general rule, B2B company websites are underperforming assets, generating far fewer sales leads than they could be.A major shortcoming of B2B online lead generation marketing: failure to validate leads. As you will see in the slide presentation below, lead validation transforms ho-hum SEO and PPC campaigns into productive, steam-gathering lead generation offensives. Lead validation is important because about half of all website conversions — phone inquiries and form submissions — are something other than sales leads. Typical online marketing data collection and reporting are limited to conversion data, which is inflated and hazy. As a result, campaign productivity is greatly overstated and worse, campaign testing is seriously flawed. Poor testing is the root cause of stagnant, underperforming campaigns.
For a full picture of lead validation and its importance, review the slide presentation now: