6/23/09 - Chart of the Week
Search Generates Leads, But How Good Are They?
compliments of Marketing Sherpa

The success of a marketing program is too often judged by the quantity, rather than the quality, of leads produced. But when it comes to converting leads to revenue, your sales team will tell you that more isn’t necessarily better – better is better.

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Every marketing organization needs to find the right balance between lead quantity and quality. Too many leads, even of a high quality, and an overwhelmed sales team will be forced to allow opportunities to fall through the cracks. Too few leads or leads of low quality will cause sales force productivity to plummet.

Search has become an ideal solution to balancing lead flow because, in many cases, the spigot can simply be opened or closed to control volume. The more complex challenge is controlling lead quality. This requires a much more strategic approach to optimizing not only web pages for SEO but, in the case of paid search, carefully aligning the context of PPC keywords with ad listings and landing pages.

Marketers who are optimistic about the months ahead and said they will be focused on sales growth resulting from an economic rebound, understand that higher quality leads will convert to more revenue in less time, and are addressing the challenge of generating them now.

View the page at Marketing Sherpa>>

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