While on the hunt for leads, it’s best that you keep quality instead of quantity in mind. According to “The Critical Importance of Lead Validation in Internet Marketing” study, about half of a company’s leads generated through its website aren’t sales related. Instead, these non-leads consist of things like auto-dialers, phone misdials, spam, sales solicitations or customer service inquiries. When you validate leads, those non-sales related inquiries would be separated from actual sales leads. This process will open the door for you to fill any holes in your lead generation campaign that may be negatively affecting it.
From a sales perspective, lead validation will get the most qualified leads into the hands of top sales reps in the most effective way. Sifting through a lot of leads, just for half of them to not qualify, can be time consuming and frustrating. In turn, you will see improvements in follow-up response time and quality close rates.
More crucial takeaways from the study include:
- 85 percent of leads convert on the first visit.
- Most leads — 19 percent — convert on Mondays and Tuesdays.
- Through lead validation you will know:
- The online source for every validated lead, preventing you from investing in campaigns that are contributing to little or no ROI.
- The accurate amount of sales leads versus other non-sales related conversions.
- The accurate cost per lead as opposed to cost per conversion, which if your basing success on quantity instead of quality can be misleading.
For more valuable insight into lead validation, check out the presentation below: