A true secret of online lead generation is lead validation — it’s so rarely done, few businesses even know what it is.
Lead validation, explained in detail in the presentation below, is the process of separating sales leads from non-lead conversions that come through a company website as form submissions or phone calls, and tracking the sales leads back to their marketing source (SEO, PPC, email, etc.).
Lead validation is important because about half of your website conversions are likely to be something other than sales leads. Without adding lead validation to your Internet marketing campaign process, you’ll never be able to efficiently improve your campaigns or accurately evaluate them.
See the presentation here:
Aaron Wittersheim, Chief Operating Officer @ Straight North an Internet marketing firm that specializes in SEO and PPC.