The Importance Of Lead Validation

What is lead validation? In Internet marketing, lead validation is the process of separating sales leads from other phone and form inquiries generated from the company website. As the presentation at the bottom of this blog post indicates, on average, about half of a company’s website inquiries are not leads. Instead, they are things such as spam, personal phone calls, sales solicitations and customer service inquiries.

From a salesperson’s point of view, having the marketing department validate all inbound leads delivers two very important benefits:

1. When inquiries are fed to the sales department wholesale, sales reps have to sift through or track down a lot of non-leads (as many as half of the total) rather than putting all their effort into genuine leads. This is time consuming, distracting and frustrating.

2. Lead validation, which necessitates a human being listening to phone inquiry recordings and reading form submissions, enables the company to identify the best of the best leads — ideally in real time — and get them in the hands of the best sales reps. This improves follow-up response time and follow-up quality close rates.

There is another indirect value for the sales department in conducting lead validation — nimble, continual improvement in Internet marketing campaigns.

When the marketing department judges the performance of its campaigns (SEO, paid search advertising, email, etc.) based on inquiries rather than actual sales leads, its data could be off by as much as half. Thus, a campaign that generates a lot of inquiries may in reality be generating few leads, whereas a campaign generating fewer inquiries may be generating more leads. By validating leads, marketers work off reliable data and adjust campaigns accordingly.

What does all this mean for sales? More leads, better leads and an ever-increasing pipeline of leads. Check out the research on the importance of lead validation below:

The Importance of Lead Validation study done by Aaron Wittersheim at Straight North