The Critical Importance Of Lead Validation In Internet Marketing

It’s a bad idea to compare apples with oranges, but in many cases Internet marketers don’t even know which ones are which. By paying attention to just the raw conversion numbers, all they have is a box simply labeled “Fruit.” Without validating the leads generated through their campaigns, they can’t separate the apples and the oranges — or fine-tune their campaigns so they get the ones they want.

Nearly half of all website conversions aren’t actually sales leads, but rather things such as incomplete form submissions, customer service inquiries and job applications. Without lead validation, marketers count these as sales leads, and end up wasting time and resources. The following presentation illustrates why lead validation is so important for Internet marketing campaigns and how it will help you separate the apples from the oranges.

Aaron Wittersheim is Chief Operating Officer at Internet marketing agency Straight North. His focus is on Internet marketing and website services, and technology.