What does Inbound Lead Velocity (ILV) measure?

Inbound Lead Velocity (ILV) specifically measures the rate at which inbound leads are generated over a specified period of time. This metric is crucial for understanding the growth and effectiveness of an organization's lead generation efforts, particularly in inbound marketing strategies. A rise in ILV indicates that the marketing tactics being employed are successful in attracting potential customers, which can help inform future marketing strategies.

In contrast, the other options focus on different aspects of marketing metrics. Advertising spend is related to budget allocation but doesn't directly indicate the effectiveness or growth of lead generation efforts. The number of social media followers gained may suggest brand interest but does not correspond to the actual lead generation. Lastly, the conversion rate of website visitors assesses how well traffic is being converted into leads or customers but does not provide insight into the growth rate of leads generated specifically through inbound marketing efforts. Thus, recognizing ILV's focus on lead generation growth is essential for evaluating marketing success.