How to Generate Quality Leads?
Generating quality and more qualifiable leads is the secret to generating more revenue from marketing.
Lead quality starts from the moment someone hits your website. In other words, the quality of your leads is dependent on the quality of your traffic. So, the first step in improving the quality of your leads is to improve the overall campaign targeting.
To help in further refining the quality of your leads, here are some tips that help generate high-quality sales leads.
Learn to Differentiate between Inquiries and Leads
A raw inquiry could be any contact generated by the marketing team. It could have bogus phone numbers or email IDs or contact info of someone who is not your target audience. But an accepted lead is one that contains valid and desirable contact information for the sales guys to work upon. It is the job of the marketing department to ensure that only legitimate and accepted leads are loaded in the lead tracking system.
Separate out Marketing Leads from Sales Leads
Marketing leads are those which need to be nurtured and cultivated over time to make them sales-ready. They are in the early stage of the buying cycle and might require additional information or content. Email or Social Media could be the best mediums to nurture the existing marketing leads.
On the contrary, sales leads can be referred to prospects who are further along the buying cycle and are ready to interact with a salesperson.
Keep the Definition of “Qualified Leads” uniform for both Sales and Marketing
It is crucial for the sales and marketing teams to agree on a common definition of “Qualified Leads”.
Sales teams should only focus on leads who are ready and willing to buy. Selling to prospects who don’t need your product would unnecessarily extend sales cycle and eat up valuable time of sales resources. Marketing should focus on nurturing leads that are very less likely to buy now.
Put into Action a Lead Scoring System
Opt for an automated lead management system that can prioritize all your leads based on lead scoring. But make sure that the scoring process is adaptable to the ever-changing industry and customer demands. Based on a methodology agreed upon by both marketing and sales, rank and assign a score to leads according to their interest levels and sales-readiness.
Engage in Lead Nurturing
All salespeople would agree that most of the prospects require further nurturing before they become completely sales-ready. Marketers need to establish and nurture their relationships with those prospects at every stage of the sales funnel and through every step of the buyer’s journey to make them qualified.
Use Lead Qualification Questions
Sales team should not always assume that the leads passed on to them by Marketing are qualified and “Sales-Ready”. In order to ensure that a lead is qualified enough, they should adopt the ANUM(Authority, Need, Urgency, Money) methodology and ask them lead qualification questions accordingly.