What is the "standard" conversion metric from web inquiry to prospect.

Before I answer, can you put a definition behind prospect? Also, as Manish mentions, there are different kinds of web inquiries. Is this someone asking for contact or a whitepaper download?

A prospect is a potential account with a name and email address, but no known requirement. A prospect is identified as someone who visits the website and responds to a call to action by clicking an informational content link, or fills out a form for information content, i.e, whitepaper.

The goal is to identify through initial qualification interested contacts or executive sponsor who could benefit from company product and services.

For example, if the website generate 100 unique visitors per day and generates 250 webviews that results in 3 people clicking a informational call to action, would the converstion rate from web inquiry to prospect be 3%.

I would agree with Craig that the definition of a prospect is key to this. However, Sirius Decisions just published new figures around the demand generation and there is a large gap between Average Companies and Best-In-Class companies who focus on process. The average companies convert 3.9% of their inquiries into Marketing Qualified Leads (MQL's) and Best-in-Class convert 9.7% inquiry into MQL.

We encourage our clients to look to a stage from inquiry to valid inquiry then valid inquiry to MQL. All of this measurement and tracking has to be managed by a defined lead management process developed by marketing & sales. Truth is many companies cannot answer this question and it is a lack of process that is keeping them from knowing.

Carlos Hidalgo
President
The Annuitas Group
chidalgo@annuitasgroup.com