Lead generation marketing is much more complex than meets the eye, but there is one thing even marketers with 20/20 vision miss — lead validation.

Lead validation is the process of separating online sales leads from non-leads, by manually reviewing all website form submissions and phone calls generated from online marketing campaigns (SEO, PPC, email marketing, etc.).

Why is this so important? Because about half of all campaign-generated conversions are not sales leads, but instead are things such as spam, misdials, sales solicitations and customer service inquiries.

As the presentation below explains, failing to validate leads creates all sorts of problems with campaign analysis and testing, causing campaigns to stagnate or decline instead of grow more productive. Review the presentation here:

Importance of Lead Validation Study by Web SEO Services Company, Straight North.

Aaron Wittersheim is Chief Operating Officer at Internet marketing agency Straight North.