Guest Post: The Importance of Lead Validation
Our friends at Straight North have recently completed a comprehensive study on the importance of validating sales leads. Read on for a quick word from Straight North COO Aaron Wittersheim, followed by a slideshow presentation of the study and its results.
If you’ve ever planned a wedding, you know how important it is for guests to RSVP. Without an accurate headcount of who will be attending, you might end up booking a venue that’s either too big or too small, and you might end up with too much or not enough food. The same principle applies to Internet marketing, where unless you know exactly how many of your conversions are true sales leads, you run the risk of wasting resources chasing down dead ends.
The following presentation illustrates why lead validation needs to be a piece of any Internet marketing campaign because it separates the true leads from conversions that fall into different categories. Once you have an accurate headcount of your leads, you’ll be able to plan for the future with greater effectiveness.