After a successful marketing campaign, a business probably obtains numerous leads of persons showing interest to its services and products. After this lead generation process, the business must engage in a subsequent step called the lead validation process. In lead validation, the business embarks on the process of evaluating the leads obtained to determine their credibility before focusing on further lead engagement to help in converting the leads into active sales. To be successful, the lead validation process should be integrated, monitored, and evaluated.
Objectives of Lead Validation Processes
Every lead validation process should be well-structured to ensure that the ultimate objective thereof is met. The first major objective in the lead validation process is to evaluate the credibility of the obtained leads and determine whether they are still interested in further customer-business engagements. Secondly, the lead validation process gives the business an opportunity to accurately evaluate the average cost incurred per lead generated. The costing aspect gives the business a chance to determine the marketing initiatives’ return on investment.
In addition, the lead validation process gives the marketing department a chance to optimize the performance of its campaigns. Engaging the interested persons is the first step towards facilitating a successful lead conversion. Lastly, the lead validation process acts as the primary means of evaluating the success of any marketing initiative.
A successful marketing campaign, in this regard, should have a relatively high lead conversion rate. The results obtained in the lead evaluation process help a business to appropriately customize its future campaigns to eliminate potential mistakes that may have contributed to poor lead conversion rates.
How to go about Lead Validation
Research and evaluation has shown that Tuesday is the best day to embark lead validation processes while the suitability of the rest of the days reduces progressively down the week. Tracking customers who possibly showed interest in the business’s product and services in response to marketing campaigns can be done by either doing a follow-up phone call or visiting them in their offices. Research, however, has shown that making actual visits provide the business with a high chance of a successful lead conversion.