Lead Quality and Long Term Success
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The quality of a lead has been debated for years and will continue to be debated for the foreseeable future.
Why?
Because there is no standard definition for a quality lead. Advertisers and marketers typically try to define lead quality by asking questions like: Is a quality lead defined by conversion based on time? Is it based on Return on Investment (ROI)? These questions will continue to go unanswered because different businesses have different benchmarks when considering lead quality.
Another prominent question is: Does lead quality diminish over time because of over-exposure?
Again, there is no definitive answer, but I believe lead quality diminishes over time for 2 reasons: because most advertisers don’t “refresh” or “re-adjust” the ad; and because consumers become desensitized to the ad content due to over-exposure.
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