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How B2B Marketers Can Generate High-Quality Leads
Struck with siloed, slow, and spine wrecking lead generation processes that don’t deliver? Discover the path to high-profit prospecting for breakthrough sales results.
B2B marketers should improve their lead qualification process to capture high-quality leads that boost conversion.
Marketers often deliver a huge number of leads to their sales team to avoid missing out on high-quality prospects. But a high volume of undesirable contacts can force sales reps to spend time filtering out low-quality leads from marketing qualified leads (MQLs) and building relationships with prospects that don’t fit the ideal customer profile.
In fact, only 44% of MQLs pass through sales as a potential good fit
Generating high-quality leads requires marketing to work alongside sales to collectively identify what qualifies as a lead in the first place, and tuning their strategy with the most important buyer characteristics.
What are high-quality leads?
High-quality leads are ideal prospects that have a high propensity for conversion. The better the quality of a lead, the more likely that a buyer is well informed about your product or service and is ready to make a purchase.
A good way to classify leads as high quality is by attributing values to the characteristics or actions taken by them, such as job title, budget authority, interest in marketing content, and match to your ideal buyer persona.
Here are five ways B2B marketers can ensure their leads turn into high-potential prospects who understand the business problem, the possible solutions and the products you offer.
1. Map your ideal buyer profile (lead characterization)
Who should you target? This is the first question you should ask in order to determine your ideal buyer. Recognizing your ideal buyer personas will take you a step closer to defining a high-quality lead for your business.
Lay out the characteristics of your ideal customers by describing the most relevant attributes for your business, such as job title and decision-making authority, and implicit attributes that describe the desired online behavior. The former establishes the qualifying factors to assess the basic fit of your leads, and the latter sets up certain thresholds that a prospect must reach in the buying journey to qualify as a high-quality lead that’s ready to become a paying customer.
You can also build out your ideal buyer profiles from previous conversion data or check your newly defined attributes against past sales records to ensure you are not off the mark.
Attributes to identify your ideal buyers:
- Demographic: Information about an individual such as job level, experience and purchase authority
- Firmographic: Information about the company such as revenue, location and existing customers
- Technographic: Information about a company’s technological maturity, such as technologies used and decisional authority with their IT department
- Interaction with content: Information on a prospect’s online behavior such as site visits, frequency of visits, and engagement with sales reps (on social media or email)
- Buyer activity: Information about how far the prospect is in the buying journey, indicated by downloading content closer to the path to purchase
Measure the effectiveness of quality-based lead generation
Increasing the quality of your leads means rejecting the objective of delivering as many leads as possible. Since the goal is to limit leads to just high-quality ones, with higher conversions, your metrics for measuring and reporting should also focus on that.
Track these conversion metrics to measure success for quality lead generation. You can connect the data from sales and marketing in customer relationship management (CRM) software to measure conversions holistically.
- Visitor to leads: Indicates the quality of visitors to your site, landing pages or other digital touchpoints by measuring the proportion of visitors who became qualified leads.
- Leads to opportunities: Measures the number of inquiries that qualify to become a potentially good fit for sales (also known as sales-qualified leads or opportunities).
- Time to conversions: This calculates the number of days it takes for an inquiry to turn into a sale. It measures the marketing effort and time it took to convert a prospect into a paying customer.
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