Lead generation, quality trumps quantity


search2_small.jpgADOTAS — In a tough economic environment, sales people, prompted by marketing programs, seem to spread themselves too thin and draw a large circle to bring in any lead.

But is that the right way to capture revenue? Below is a chart by Marketing Sherpa that shows how, while most marketing targets lean toward volume, it should be about converting leads rather than just finding them. A better approach is 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.

Less time spent on low quality leads would seem to be the answer.



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