Half of Your Leads Are Not Leads

By Aaron Wittersheim November 10, 2016

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Most companies have only a vague idea of how well their Internet marketing campaigns are working.

If you want to know precisely how well your SEO, PPC, email, social media, etc., activities are paying off, you need to add lead validation to your process.

What is lead validation?

The presentation below gives a detailed explanation, but simply put, lead validation is the process of separating non-sales leads from sales leads that come into your website from your various online marketing activities.

Why is lead validation important?

Because you can expect about half of your website conversions — form submissions and phone calls — to be something other than sales leads.

The “other” category of conversions includes all sorts of things: spam, personal phone calls, sales solicitations, misdials, incomplete forms, customer service inquiries, etc.

Typically, all of these lead and non-lead conversions are bucketed together in reports — very misleading!

And not only does this vague bucketing inflate the perceived effectiveness of campaigns, it causes marketing personnel to botch campaign testing.

How Lead Validation Pays Off

Here’s an example of how failure to validate leads hampers testing and campaign improvement.

Suppose for a PPC campaign Keyword X generated 50 conversions and Keyword B generated 30 conversions.

The PPC manager will undoubtedly put more emphasis on Keyword X.

Suppose further that the campaign validates leads, and comes to find that Keyword X generated 10 sales leads and Keyword Y generated 20 sales leads.

Now, armed with accurate information, the PPC manager will properly put more emphasis on Keyword Y.

In the first instance, where lead validation is not used, the campaign “improvement” actually makes the campaign worse.

And if the PPC manager is diligent, scores of decisions like this are being made every month with the campaign; the compilation of errors results in lead generation campaigns that move sideways or backward over time, squandering the marketing investment and handing the lion’s share of sales leads to more savvy competitors.

Lead validation is a rather manual process that includes reading all form submissions and listening to recordings of phone calls.

While it requires a serious investment of time, take it from an agency that has been validating leads on grand scale for two years — it is well worth the effort.

Campaigns improve faster, more sales leads funnel in, and the quality of sales leads improves.

If you are investing in great design, copywriting and website capabilities, protect your investment on the back end by validating leads.

See the presentation here:

Now Its Your Turn

Ready to rock on how to validate your lead?

Then watch the slideshare above to see the EXACT step-by-step process.

And don’t forget to leave share your thoughts in the comment box below.

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Aaron Wittersheim

Aaron Wittersheim is Chief Operating Officer at Straight North, an Internet marketing agency. He has helped startups, middle-market firms and Fortune 500 companies improve organizational structure and grow through his expertise in process conceptions, task automation and internal project management.

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