Successful online lead generation boils down to the quality of testing, which in turn hinges on the quality of data. Ironically, the most important data — sales leads generated by Internet marketing campaigns — is extremely fuzzy for most online marketers.
The reason for this fuzziness is failure to validate sales leads. As you will learn in the presentation below, The Critical Importance of Lead Validation in Internet Marketing, about half of all website conversions are something other than sales leads.
When marketing managers use conversion data rather than lead data to test campaign elements, their results are sure to be off — causing campaigns to be adjusted in ways that may produce more conversions, but not necessarily more leads. In fact, conversion data can result in campaign adjustments that reduce lead production.
To learn more, review the presentation here: