Generating inquiries from potential clients or customers is referred to as lead generation. As this is traditionally the first step in the internet marketing sales process, both quality and quantity are very important. Since you will have a certain number of leads that will be non-buyers, it is the leads that you have a higher probability of closing (qualified leads) that should be the focus of lead generation. As a result, being able to evaluate your lead generation initiatives becomes one of the more important steps in the process.

This is an excerpt from HubSpot’s ebook “An Introduction to A/B Testing.” To learn more about split testing, download your free copy.

By Maggie Georgieva

Every marketing and sales department needs some type of lead generation strategy to drive qualified sales leads to their land-based or online business. Qualified sales leads refer to those potential customers who have a greater probably of purchasing the products or services you are offering. Their level of interest is higher than the average person and they have come to your business because of a specific need that they feel you can address.