Brad Shorr, Director of Content Strategy, Straight North
Online lead generation is a puzzle — primarily because it is so complex. Straight North, a local SEO company in Chicago, decided to create a visual representation of the ideal online campaign structure for internal training purposes. The finished product proved so useful we turned it into an infographic, the “Lead Generation Ecosystem.”
The value of the infographic is its usefulness in helping marketers spot gaps or disconnects in its campaign process. For instance —
Form submissions and phone calls need to be tracked, but more often than not, phone call tracking is neglected. However, without granular tracking of phone conversions, marketers must make campaign refinements and ROI evaluations based on very incomplete data — a recipe for ineffective optimization and inefficient marketing investment.
When you organize your process for success, online lead generation becomes far less puzzling!
Lead validation (lower right area of the infographic) is another part of the process often neglected by even sophisticated lead generation marketers. Lead validation separates sales leads from other types of conversions. It is very important because, based our extensive data and research, about half of a company’s conversions are not sales leads. Failure to refine hazy conversion data in analytics and campaign testing lay a shaky foundation.
Use the Ecosystem infographic to spot missing pieces to your lead generation system. When you organize your process for success, online lead generation becomes far less puzzling!