SlideShare a Scribd company logo
THE CRITICAL IMPORTANCE
OF LEAD VALIDATION IN
INTERNET MARKETING
By Aaron Wittersheim
THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 2
Lead validation is the process of separating
sales leads from other types of phone and form
conversions generated by Internet marketing
campaigns. Without lead validation, it is
difficult if not impossible to understand the
effectiveness of lead generation campaigns,
including SEO, PPC and display advertising.
Straight North places so much importance
on lead validation that we have deployed an
entire staff dedicated to the laborious work of
validating leads, supported by a proprietary
online platform created by our development
team to collect, organize and facilitate the
analysis of conversion data.
THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 3
Over the last 18 months, we have gathered a substantial amount of data,
some of which has proven rather surprising, even to us.
In this article, we’ll share some of our most important findings in the hope
it will help you design more efficient campaigns — structured for rapid,
continuous improvement.
PURPOSE OF LEAD TRACKING
AND VALIDATION ACTIVITIES
THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 4
THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 5
Lead tracking and validation give online marketers the ability to optimize
campaign performance to a much higher degree than can be achieved by
relying on inquiry data only. The tracking and validation system should be
geared to meet the following objectives:
Knowing the online marketing source of every validated lead.
Knowing how many inquiries are sales leads versus other types of
conversions.
Knowing the accurate cost per lead (as opposed to the cost per
conversion, which, as we will see, can be seriously misleading).
Having the ability to optimize campaign performance based on sales
leads versus other types of conversions.
Improving campaign performance more rapidly and more accurately,
delivering markedly improved results for clients.
LEAD VALIDATION DATA
COLLECTED BY STRAIGHT NORTH
THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 6
THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 7
Over the last 18 months, we have collected and analyzed more than
373,000 inquiries, consisting of more than 135,000 form submissions,
and more than 237,000 phone calls totaling over 1 million minutes. Of
these 373,000 inquiries, only 23,000 were not validated, leaving
350,000 inquiries that went through the entire process.
Of these 350,000 inquiries, over 178,000
were sales leads — about half.
Other extremely important data points:
THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 8
Validated Leads by Day of Week:
• Monday, 19 percent
• Tuesday, 19 percent
(Tuesday usually outperforms Monday by a narrow margin)
• Wednesday, 18 percent
• Thursday, 17 percent
• Friday, 15 percent
• Saturday, 6 percent
• Sunday, 5 percent
19% 19% 18% 17% 15% 6% 5%
THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 9
Visit Attribution for Online Lead Generation:
85% 10% 3% 1% 1%
• 85 percent first visit
• 10 percent second visit
• 3 percent third visit
• 1 percent fourth visit
• 1 percent fifth visit or greater
KEY CONCLUSIONS OF LEAD
VALIDATION DATA ANALYSIS
THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 10
THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 11
1. The first visit is the crucial visit
Many experts talk about complications of click attribution and how
visitors come through multiple channels on their way through the buying
cycle. With the data above, we can see with a lead generation campaign
the staggering amount of visitors who convert into a sales
lead on their first visit. After the first visit, the drop off is
rapid and significant. This tells us that with lead generation,
many website visitors are simply searching for the best
company, vetting it based on website quality, and once they
find the ideal company, they convert into a sales lead.
THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 12
2.	No lead validation = overstated results
Roughly 50 percent of all inquiries are not sales leads, instead made
up of things such as:
Customer service communication
Sales solicitations
Job applicants
Phone misdials
Auto-dialers
Full voice mail systems and other
phone menu issues
Spam form submissions
Empty form submissions
Form submissions missing
contact information such as
an email or phone number
THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 13
The majority of Internet marketing companies and their clients use
Google Analytics goal tracking data to gauge the effectiveness and
progress of their online marketing campaigns. There are major holes
in this type of tracking for lead generation:
• It only includes counts of form submissions (no qualitative analysis).
• No phone call data is included, thus excluding as much as 60 percent
of the total picture.
• You cannot see the actual form submission that came from the
Google Analytics goal.
• You cannot validate the completed Google Analytics goal was a
sales lead.
THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 14
Clearly, issues arise when the cost per lead
and ROI calculations of a campaign are based
on lead generation data that is 50 percent
inaccurate. Furthermore, using such grossly
incomplete data to improve online marketing
campaigns will almost certainly lead to incorrect
adjustments; for example, un-validated data
may lead you to emphasize one conversion
source over another, whereas complete,
validated data would indicate another source
should be emphasized.
50%INACCURATE
DATA
SUMMARY: WHY LEAD
VALIDATION IS A NECESSITY
THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 15
THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 16
Based on our extensive data, an extremely high percentage of inquiries
— roughly 50 percent — are something other than actual sales leads.
Without a validation process, clients will easily fall into two serious traps:
First, they will overestimate the results of their campaigns, possibly by as
much as 50 percent. This will lead them to invest in campaigns judged to
be contributing ROI — campaigns that are in reality generating minimal
returns or even losses.
Second, they will not be able to accurately determine which campaign
elements are generating sales leads, as opposed to inquiries. This means
campaigns will improve more slowly, or campaign changes judged to
optimize lead generation will instead have a neutral or negative effect.
THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 17
Bottom line: To make every dollar invested in an Internet campaign have
maximum value, to make every click count, a lead validation component
must be added to the campaign management process.
NON-SALES LEADS
TRUE SALES LEADS
VALIDATION TEAM
PHONE  WEB INQUIRIES
FROM INTERNET MARKETING
55%
Customer service
inquiries
Sales solicitations
Job applicants
Phone misdials
Unanswered calls
Direct calls to staff
memberer
Empty form
submissions
Form submissions
missing phone number
or email address
FORM
PHONE
45%
Staff members listen to every phone call
and read everyform inquiry and mark them
as leads or non-leads.
THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 18
As Chief Operating Officer at Straight North, Aaron’s
focus is on Internet marketing services, website service
and technology. He provides a critical link between
technology and strategic Internet marketing by ensuring
that the agency maintains the technical efficiency and
sophistication to carry out its complex, integrated
campaigns. Aaron’s highly successful search engine
marketing and Web development firm, Whoast, Inc.,
launched in 2005, was acquired by Straight North in 2009.
AARON WITTERSHEIM
CHIEF OPERATING OFFICER
THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 19
ABOUT STRAIGHT NORTH
Straight North is an Internet marketing agency that helps growth-minded,
small and middle-market firms generate online sales leads and e-commerce
revenue. With an in-house team of over 60 full-time marketers, we have the
depth and breadth to manage complex, multi-front campaigns that deliver
continuously improving results.
Our services include SEO, PPC, display advertising, email marketing and
responsive websites.
We are the only online agency that validates and reports sales leads in real
time. This unique capability gives clients the ability to evaluate campaigns with
unmatched accuracy, as well as monitor their leads with unmatched speed.

More Related Content

Recently uploaded

SEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce YesilbasSEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce Yesilbas
gokceyesilbas
 
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
uvnuc
 
Hyderabad Call Girls 🔥 9079923931 ❤️ Book High Class Models In Hyderabad
Hyderabad Call Girls 🔥 9079923931 ❤️ Book High Class Models In HyderabadHyderabad Call Girls 🔥 9079923931 ❤️ Book High Class Models In Hyderabad
Hyderabad Call Girls 🔥 9079923931 ❤️ Book High Class Models In Hyderabad
falaqmalikmodel
 
Viapulsa - Content Strategist Assignment
Viapulsa - Content Strategist AssignmentViapulsa - Content Strategist Assignment
Viapulsa - Content Strategist Assignment
Amal Agung Cahyadi
 
Advertising and Promotion of whisper by Sakthi Sundar
Advertising and Promotion of whisper by Sakthi SundarAdvertising and Promotion of whisper by Sakthi Sundar
Advertising and Promotion of whisper by Sakthi Sundar
sakthisundar2001
 
Call Girls in Hyderabad (Telangana) call me [🔝7737669865🔝] Escort In Hyderaba...
Call Girls in Hyderabad (Telangana) call me [🔝7737669865🔝] Escort In Hyderaba...Call Girls in Hyderabad (Telangana) call me [🔝7737669865🔝] Escort In Hyderaba...
Call Girls in Hyderabad (Telangana) call me [🔝7737669865🔝] Escort In Hyderaba...
rosankumar564363
 
Top 10 AI Trends to Watch in 2024 with Intelisync
Top 10 AI Trends to Watch in 2024 with IntelisyncTop 10 AI Trends to Watch in 2024 with Intelisync
Top 10 AI Trends to Watch in 2024 with Intelisync
nehapardhi711
 
Effective Google Ads Strategy to get the best output
Effective Google Ads Strategy to get the best outputEffective Google Ads Strategy to get the best output
Effective Google Ads Strategy to get the best output
Vemio Advertising Services
 
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
dqvc9xf1
 
The Power of Digital Marketing in the Modern Age.pdf
The Power of Digital Marketing in the Modern Age.pdfThe Power of Digital Marketing in the Modern Age.pdf
The Power of Digital Marketing in the Modern Age.pdf
David Thomson
 
Varanasi Call Girls 👉 7014168258 👈 Full Satisfied Service Unlimited Shot All ...
Varanasi Call Girls 👉 7014168258 👈 Full Satisfied Service Unlimited Shot All ...Varanasi Call Girls 👉 7014168258 👈 Full Satisfied Service Unlimited Shot All ...
Varanasi Call Girls 👉 7014168258 👈 Full Satisfied Service Unlimited Shot All ...
shivangiji206
 
2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing
Search Engine Journal
 
Transforming Digital Marketing with Top AI Tools of 2024.pdf
Transforming Digital Marketing with Top AI Tools of 2024.pdfTransforming Digital Marketing with Top AI Tools of 2024.pdf
Transforming Digital Marketing with Top AI Tools of 2024.pdf
Tirupati Gayaph
 
E-Learning Vs Traditional Learning_ Benefits and Differences.pdf
E-Learning Vs Traditional Learning_ Benefits and Differences.pdfE-Learning Vs Traditional Learning_ Benefits and Differences.pdf
E-Learning Vs Traditional Learning_ Benefits and Differences.pdf
Mega P
 
Product Listing Optimization Presentation - .Gay De La Cruz
Product Listing Optimization Presentation  - .Gay De La CruzProduct Listing Optimization Presentation  - .Gay De La Cruz
Product Listing Optimization Presentation - .Gay De La Cruz
gaydlc2513
 
TAM AdEx-Quarterly Report on Television Advertising_2024.pdf
TAM AdEx-Quarterly Report on Television Advertising_2024.pdfTAM AdEx-Quarterly Report on Television Advertising_2024.pdf
TAM AdEx-Quarterly Report on Television Advertising_2024.pdf
Social Samosa
 
Call Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your Doorstep
Call Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your DoorstepCall Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your Doorstep
Call Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your Doorstep
shivangiji206
 
Title: Making Money the Easy Way: A Quick Guide to Generating Income
Title: Making Money the Easy Way: A Quick Guide to Generating IncomeTitle: Making Money the Easy Way: A Quick Guide to Generating Income
Title: Making Money the Easy Way: A Quick Guide to Generating Income
WilliamZinsmeister
 
Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...
Bertie Birchfield
 
2025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 20242025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 2024
JimWilliams206540
 

Recently uploaded (20)

SEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce YesilbasSEO and Google Ads Fundamentals Gokce Yesilbas
SEO and Google Ads Fundamentals Gokce Yesilbas
 
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
一比一原版(uts毕业证书)悉尼科技大学毕业证如何办理
 
Hyderabad Call Girls 🔥 9079923931 ❤️ Book High Class Models In Hyderabad
Hyderabad Call Girls 🔥 9079923931 ❤️ Book High Class Models In HyderabadHyderabad Call Girls 🔥 9079923931 ❤️ Book High Class Models In Hyderabad
Hyderabad Call Girls 🔥 9079923931 ❤️ Book High Class Models In Hyderabad
 
Viapulsa - Content Strategist Assignment
Viapulsa - Content Strategist AssignmentViapulsa - Content Strategist Assignment
Viapulsa - Content Strategist Assignment
 
Advertising and Promotion of whisper by Sakthi Sundar
Advertising and Promotion of whisper by Sakthi SundarAdvertising and Promotion of whisper by Sakthi Sundar
Advertising and Promotion of whisper by Sakthi Sundar
 
Call Girls in Hyderabad (Telangana) call me [🔝7737669865🔝] Escort In Hyderaba...
Call Girls in Hyderabad (Telangana) call me [🔝7737669865🔝] Escort In Hyderaba...Call Girls in Hyderabad (Telangana) call me [🔝7737669865🔝] Escort In Hyderaba...
Call Girls in Hyderabad (Telangana) call me [🔝7737669865🔝] Escort In Hyderaba...
 
Top 10 AI Trends to Watch in 2024 with Intelisync
Top 10 AI Trends to Watch in 2024 with IntelisyncTop 10 AI Trends to Watch in 2024 with Intelisync
Top 10 AI Trends to Watch in 2024 with Intelisync
 
Effective Google Ads Strategy to get the best output
Effective Google Ads Strategy to get the best outputEffective Google Ads Strategy to get the best output
Effective Google Ads Strategy to get the best output
 
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
一比一原版英国南安普顿大学毕业证(Soton学位证)如何办理
 
The Power of Digital Marketing in the Modern Age.pdf
The Power of Digital Marketing in the Modern Age.pdfThe Power of Digital Marketing in the Modern Age.pdf
The Power of Digital Marketing in the Modern Age.pdf
 
Varanasi Call Girls 👉 7014168258 👈 Full Satisfied Service Unlimited Shot All ...
Varanasi Call Girls 👉 7014168258 👈 Full Satisfied Service Unlimited Shot All ...Varanasi Call Girls 👉 7014168258 👈 Full Satisfied Service Unlimited Shot All ...
Varanasi Call Girls 👉 7014168258 👈 Full Satisfied Service Unlimited Shot All ...
 
2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing
 
Transforming Digital Marketing with Top AI Tools of 2024.pdf
Transforming Digital Marketing with Top AI Tools of 2024.pdfTransforming Digital Marketing with Top AI Tools of 2024.pdf
Transforming Digital Marketing with Top AI Tools of 2024.pdf
 
E-Learning Vs Traditional Learning_ Benefits and Differences.pdf
E-Learning Vs Traditional Learning_ Benefits and Differences.pdfE-Learning Vs Traditional Learning_ Benefits and Differences.pdf
E-Learning Vs Traditional Learning_ Benefits and Differences.pdf
 
Product Listing Optimization Presentation - .Gay De La Cruz
Product Listing Optimization Presentation  - .Gay De La CruzProduct Listing Optimization Presentation  - .Gay De La Cruz
Product Listing Optimization Presentation - .Gay De La Cruz
 
TAM AdEx-Quarterly Report on Television Advertising_2024.pdf
TAM AdEx-Quarterly Report on Television Advertising_2024.pdfTAM AdEx-Quarterly Report on Television Advertising_2024.pdf
TAM AdEx-Quarterly Report on Television Advertising_2024.pdf
 
Call Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your Doorstep
Call Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your DoorstepCall Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your Doorstep
Call Girls Pune | 9079923931 | Miss Tanya Free Delivery 24x7 at Your Doorstep
 
Title: Making Money the Easy Way: A Quick Guide to Generating Income
Title: Making Money the Easy Way: A Quick Guide to Generating IncomeTitle: Making Money the Easy Way: A Quick Guide to Generating Income
Title: Making Money the Easy Way: A Quick Guide to Generating Income
 
Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...Content Marketing Blueprint For Content Strategy, content creation, content d...
Content Marketing Blueprint For Content Strategy, content creation, content d...
 
2025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 20242025 Adventur ehomes Product Guide released Jun 1 2024
2025 Adventur ehomes Product Guide released Jun 1 2024
 

Featured

Everything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPTEverything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPT
Expeed Software
 
Product Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage EngineeringsProduct Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage Engineerings
Pixeldarts
 
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthHow Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
ThinkNow
 
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
marketingartwork
 
Skeleton Culture Code
Skeleton Culture CodeSkeleton Culture Code
Skeleton Culture Code
Skeleton Technologies
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
Neil Kimberley
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
contently
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
Albert Qian
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
Kurio // The Social Media Age(ncy)
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
Search Engine Journal
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
SpeakerHub
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
Tessa Mero
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Lily Ray
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
Rajiv Jayarajah, MAppComm, ACC
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
Christy Abraham Joy
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
Vit Horky
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
MindGenius
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
RachelPearson36
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Applitools
 

Featured (20)

Everything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPTEverything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPT
 
Product Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage EngineeringsProduct Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage Engineerings
 
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthHow Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
 
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
 
Skeleton Culture Code
Skeleton Culture CodeSkeleton Culture Code
Skeleton Culture Code
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
 

The Importance of Lead Validation

  • 1. THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING By Aaron Wittersheim
  • 2. THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 2 Lead validation is the process of separating sales leads from other types of phone and form conversions generated by Internet marketing campaigns. Without lead validation, it is difficult if not impossible to understand the effectiveness of lead generation campaigns, including SEO, PPC and display advertising. Straight North places so much importance on lead validation that we have deployed an entire staff dedicated to the laborious work of validating leads, supported by a proprietary online platform created by our development team to collect, organize and facilitate the analysis of conversion data.
  • 3. THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 3 Over the last 18 months, we have gathered a substantial amount of data, some of which has proven rather surprising, even to us. In this article, we’ll share some of our most important findings in the hope it will help you design more efficient campaigns — structured for rapid, continuous improvement.
  • 4. PURPOSE OF LEAD TRACKING AND VALIDATION ACTIVITIES THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 4
  • 5. THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 5 Lead tracking and validation give online marketers the ability to optimize campaign performance to a much higher degree than can be achieved by relying on inquiry data only. The tracking and validation system should be geared to meet the following objectives: Knowing the online marketing source of every validated lead. Knowing how many inquiries are sales leads versus other types of conversions. Knowing the accurate cost per lead (as opposed to the cost per conversion, which, as we will see, can be seriously misleading). Having the ability to optimize campaign performance based on sales leads versus other types of conversions. Improving campaign performance more rapidly and more accurately, delivering markedly improved results for clients.
  • 6. LEAD VALIDATION DATA COLLECTED BY STRAIGHT NORTH THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 6
  • 7. THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 7 Over the last 18 months, we have collected and analyzed more than 373,000 inquiries, consisting of more than 135,000 form submissions, and more than 237,000 phone calls totaling over 1 million minutes. Of these 373,000 inquiries, only 23,000 were not validated, leaving 350,000 inquiries that went through the entire process. Of these 350,000 inquiries, over 178,000 were sales leads — about half. Other extremely important data points:
  • 8. THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 8 Validated Leads by Day of Week: • Monday, 19 percent • Tuesday, 19 percent (Tuesday usually outperforms Monday by a narrow margin) • Wednesday, 18 percent • Thursday, 17 percent • Friday, 15 percent • Saturday, 6 percent • Sunday, 5 percent 19% 19% 18% 17% 15% 6% 5%
  • 9. THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 9 Visit Attribution for Online Lead Generation: 85% 10% 3% 1% 1% • 85 percent first visit • 10 percent second visit • 3 percent third visit • 1 percent fourth visit • 1 percent fifth visit or greater
  • 10. KEY CONCLUSIONS OF LEAD VALIDATION DATA ANALYSIS THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 10
  • 11. THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 11 1. The first visit is the crucial visit Many experts talk about complications of click attribution and how visitors come through multiple channels on their way through the buying cycle. With the data above, we can see with a lead generation campaign the staggering amount of visitors who convert into a sales lead on their first visit. After the first visit, the drop off is rapid and significant. This tells us that with lead generation, many website visitors are simply searching for the best company, vetting it based on website quality, and once they find the ideal company, they convert into a sales lead.
  • 12. THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 12 2. No lead validation = overstated results Roughly 50 percent of all inquiries are not sales leads, instead made up of things such as: Customer service communication Sales solicitations Job applicants Phone misdials Auto-dialers Full voice mail systems and other phone menu issues Spam form submissions Empty form submissions Form submissions missing contact information such as an email or phone number
  • 13. THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 13 The majority of Internet marketing companies and their clients use Google Analytics goal tracking data to gauge the effectiveness and progress of their online marketing campaigns. There are major holes in this type of tracking for lead generation: • It only includes counts of form submissions (no qualitative analysis). • No phone call data is included, thus excluding as much as 60 percent of the total picture. • You cannot see the actual form submission that came from the Google Analytics goal. • You cannot validate the completed Google Analytics goal was a sales lead.
  • 14. THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 14 Clearly, issues arise when the cost per lead and ROI calculations of a campaign are based on lead generation data that is 50 percent inaccurate. Furthermore, using such grossly incomplete data to improve online marketing campaigns will almost certainly lead to incorrect adjustments; for example, un-validated data may lead you to emphasize one conversion source over another, whereas complete, validated data would indicate another source should be emphasized. 50%INACCURATE DATA
  • 15. SUMMARY: WHY LEAD VALIDATION IS A NECESSITY THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 15
  • 16. THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 16 Based on our extensive data, an extremely high percentage of inquiries — roughly 50 percent — are something other than actual sales leads. Without a validation process, clients will easily fall into two serious traps: First, they will overestimate the results of their campaigns, possibly by as much as 50 percent. This will lead them to invest in campaigns judged to be contributing ROI — campaigns that are in reality generating minimal returns or even losses. Second, they will not be able to accurately determine which campaign elements are generating sales leads, as opposed to inquiries. This means campaigns will improve more slowly, or campaign changes judged to optimize lead generation will instead have a neutral or negative effect.
  • 17. THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 17 Bottom line: To make every dollar invested in an Internet campaign have maximum value, to make every click count, a lead validation component must be added to the campaign management process. NON-SALES LEADS TRUE SALES LEADS VALIDATION TEAM PHONE WEB INQUIRIES FROM INTERNET MARKETING 55% Customer service inquiries Sales solicitations Job applicants Phone misdials Unanswered calls Direct calls to staff memberer Empty form submissions Form submissions missing phone number or email address FORM PHONE 45% Staff members listen to every phone call and read everyform inquiry and mark them as leads or non-leads.
  • 18. THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 18 As Chief Operating Officer at Straight North, Aaron’s focus is on Internet marketing services, website service and technology. He provides a critical link between technology and strategic Internet marketing by ensuring that the agency maintains the technical efficiency and sophistication to carry out its complex, integrated campaigns. Aaron’s highly successful search engine marketing and Web development firm, Whoast, Inc., launched in 2005, was acquired by Straight North in 2009. AARON WITTERSHEIM CHIEF OPERATING OFFICER
  • 19. THE CRITICAL IMPORTANCE OF LEAD VALIDATION IN INTERNET MARKETING | 19 ABOUT STRAIGHT NORTH Straight North is an Internet marketing agency that helps growth-minded, small and middle-market firms generate online sales leads and e-commerce revenue. With an in-house team of over 60 full-time marketers, we have the depth and breadth to manage complex, multi-front campaigns that deliver continuously improving results. Our services include SEO, PPC, display advertising, email marketing and responsive websites. We are the only online agency that validates and reports sales leads in real time. This unique capability gives clients the ability to evaluate campaigns with unmatched accuracy, as well as monitor their leads with unmatched speed.