For most marketers, generating leads is their number one priority. Without leads, there won’t be many sales, and without sales . . . well, you know what happens next.
However, it’s not enough to simply produce an impressive volume of leads and toss them over to your sales team. Any seasoned salesperson will tell you that quality is preferable to quantity. Moreover, if marketing efforts focus solely on quantity rather than quality, fewer opportunities will convert, sales people will distrust these opportunities, and your marketing team may lose credibility in your organization.
Is your company generating the right kind of leads, or just a bucketful of the wrong kind? Here are some tips on how to weed through them to see which are right for your organization.
Attributes that signal lead quality
• Timeliness: Engagement opportunities that arrive in real time, as they are generated from marketing programs, are more likely to convert to a sale than those that are weeks or even days old. Therefore, your actions play a role in determining the quality of a lead. If you don’t respond to inquiries quickly, potential buyers will move to find other vendors who are responsive to their needs.
• Lead source: Leads from general search engines or unknown sources are unlikely to be as valuable as a lead from a website or publication that is directly targeted to your audience and industry. Leads from targeted sources have already met some qualification criteria as soon as they are generated.
• Details: The more detail you can capture from a prospect, the more quickly you can determine if you have the right kind of lead. That doesn’t mean you should present prospects with long, cumbersome forms to fill out. Instead, capture just enough information to know whether continued dialog is worthwhile.
• Buyer profiles: If a prospect shares attributes—such as similar titles, company sizes, industries, and specified needs— with some of your best or most recent customers, you likely have the right kind of lead on your hands, and your products and services are probably a good fit.
• Social Engagement: You should be regularly monitoring your brands for mentions on social media. Jump on any opportunities by responding to those mentions and trying to cultivate new relationships. You may end up with a good lead, or, if the mention was negative, you may have an opportunity to repair any brand damage.
Tell us – what are your tried and true markers for a quality lead? How do you generate these leads?