Your lead generation website may be pulling in a lot of conversions, and that’s great, but it’s dangerous to assume that all of those conversions are created equal. According to data, we here at Straight North have uncovered after studying more than 350,000 conversions, nearly half of them aren’t true sales leads. Nevertheless, many businesses treat them all the same and go to work with incomplete information.
This is what makes lead validation such an important component of Internet marketing campaigns, but too often it is overlooked. By taking the time to separate true sales leads from unrelated interactions, such as job applications and customer service requests, you get a more complete and accurate representation of your results. This allows you to make better decisions. The following presentation illustrates the value of lead validation and how it can help you avoid making some dangerous assumptions.