5 Honest Truths about Lead Quality

2 min read
Apr 7, 2015 1:22:00 PM

Your leads drive your business. In order to gain customers, you need to have quality leads that are actively engaged in your organization’s offerings and are a good fit for your business strategy. There are many common misconceptions surrounding lead quality, so here, we’ll set the record straight with 5 honest truths that will help with generating quality leads.

  1. Not all leads are good leads.

You will find that most of your leads are not ready to buy. In the time they became a lead to the time it took your sales team to reach out to them, they haven’t experienced enough touch points with your audience. You should not pursue every lead you receive. You need to establish a system that better identifies a “hot” lead from someone who is just poking around. 

  1. Defining a process for scoring leads is essential to produce high quality leads.

No matter the size of your company, your technology capabilities, or your sales pipeline, you need some way to determine which leads are “hot” and which are “cold.” You do not need a complex CRM-driven system to develop scoring criteria, but you should have a process in place. In fact, companies that have set up lead scoring have seen an ROI of 138% versus companies without any lead scoring criteria.

  1. Lead nurturing is necessary to generate high quality leads.

Lead nurturing is perhaps one of the best ways to produce high quality leads. In fact, 79% of marketing leads never convert into sales due to a lack of lead nurturing. Companies that establish a system for nurturing their leads on average produce a 20% increase in sales opportunities versus non-nurtured leads.

  1. Sales and Marketing need to work together to determine if a lead is a good fit for your organization. 

When it comes to determining if a lead is a good fit for your organization, it should be a team effort among your sales and marketing team. Both teams should be aligned with strategic criteria put in place to determine a quality lead from an unqualified lead. Companies with tightly aligned marketing and sales teams enjoy a 20% increase in annual sales while companies with poor alignment saw a decrease in annual sales of 4%. 

  1. You should update your buyer personas if the industry has changed in recent years before producing high quality leads. 

This content needs to be catered to the interests of the decision makers in the industries you target, and these personas constantly evolve with the market. If you haven’t revisited your personas in a couple of years, you might want to look to see if changes in your target industries have affected your current personas. 

These 5 important points will help you better understand what it takes to generate quality leads. Know these essential truths, know what works, and you’ll be producing high quality leads in no time. Remember that quality matters more than quantity.

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