by SEO marketing services company Straight North.
In lead generation marketing, it’s often the simple things that get overlooked, the simple things that make the biggest difference.
Here’s an important example. Ninety-five percent of companies running lead generation marketing campaigns such as SEO and PPC track website conversions (form submissions usually and phone conversions hopefully). They use this conversion data to determine how well their campaigns are doing, and also to run A/B tests to improve keyword selection, offers and other variables.
What these companies probably don’t realize is that their conversion data is off the mark by a factor of about 50 percent, so their decisions are very flawed. Why? Because about half of all conversions are something other than sales leads.
By implementing lead validation, this serious problem can be corrected. Lead validation is a process of separating true sales leads from non-lead conversions, accomplished by listening to recordings of phone inquiries and reading all website form submissions.
It takes time, but wow, is it worth it. For a thorough understanding of lead validation, read our in-depth presentation now. Aaron Wittersheim is a partner and Chief Operating Officer at Internet marketing agency Straight North. The agency specializes in lead generation marketing for middle-market and large organizations.