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BizReport : Advertising archives : June 28, 2016

Expert: How to determine if calls are leads or not

A recent survey found that the bulk of calls coming in to businesses are not sales leads. Communicating with these calls as if they are sales leads can be frustrating to the sales person and can leave a bad impression with the caller.

by Kristina Knight

Kristina: The recent StraightNorth lead generation study found that about half of calls that come in, attributed to an ad campaign, are non-sales leads. Why are these consumers calling?

Aaron Wittersheim, COO, StraightNorth: These non-sales lead phone calls are a mix of job seekers, sales solicitations, personal calls, misdials, customer service, vendors calling in, etc. For instance, a salesperson might see a company's PPC ad on Google, click through to the landing page, and call or email the company from there.

Kristina: What happens when these consumers call and get a sales pitch instead of the information they're looking for?

Aaron: If someone is calling a business as a sales lead, this person is looking to get a sales pitch along with answers to his or her questions. That said, it's very important that offers and product/service information in any Internet marketing campaign are accurate. What irritates consumers and businesses is when the sales pitch doesn't match up with whatever expectations the campaign raised.

Kristina: How can brands better separate the non-sales from sales leads?

Aaron: By implementing a lead tracking and lead validation process for all of their phone and form inquiries.

Kristina: Straight North has created a Lead Validation Infographic which shows how brands deal with this situation.

Tags: advertising, call marketing, lead generation, StraightNorth

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