Lead validation is the process of separating sales leads from other non-sales inquiries. Aaron Wittersheim, COO at Straight North conducted a study that highlights how critical separating these two sales is in determining if an online campaign is successful.
Before you’ve finished mapping out your lead generation campaign, one thing should be clear — how you’re going to process the inquiries your site will generate.
If you mismanage those inquiries, valuable sales leads will fall through the cracks.
“The Critical Importance of Lead Validation” study, conducted by organic SEO company Straight North, reveals 50 percent of a company’s phone and form conversions aren’t sales leads.
So, if you’re solely depending on conversion data to measure campaign success, your results could be significantly overstated.
By separating non-sales conversions from sales leads, which is the lead validation process, you will be able to judge the effectiveness of your campaign based on reliable sales lead data. This will result in rapid and accurate growth in your campaign.
For more insight into lead validation and more important lead generation insights, check out the presentation below: