A good-quality business lead has an interest in your brand and a genuine need for your product, meaning they’re more likely to become a new client. These are the leads you want to continuously generate. Lower-quality leads who come fuelled with questions about your product are hit-and-miss, due to their lack of product appropriacy and understanding. To ensure your B2B lead generation brings results that benefit your whole organization, you need to first ensure you leads are top quality. Here’s how…
Know what “high-quality” means to you
To understand what leads are most likely to become clients, marketing and sales need to get together and run through qualifying information. What questions do sales teams ask of leads to properly qualify them, and how can marketing ensure the prospects they target match these criteria?
These criteria can be made up of simple factors; those selling website plug-ins need leads to have a website for example. Whether leads must be from specific industries or sell to specific buyers, this knowledge can hugely affect how marketing departments generate business leads. These criteria can also go deeper, specifying job title or seniority, location, business turn-over; whatever values your teams agree are vital to becoming a client, are vital to being a high-quality lead. Once these criteria are laid out, marketing can then use them to fuel the targeted communications and campaigns they conduct, lifting the overall quality of leads generated.
For maximum impact on lead quality, one step deeper and distinguish between high and low-quality responses. If you receive an email reply saying “sounds fantastic, I’d love to know more. Let’s have a call on Tuesday?” you’re onto a winner; they’re keen and engaged, ready to speak to your sales team. If they reply “OK, but how much is it?”, the lead is of lower quality, there is possible interest, so it can’t be ignored, but there’s still a hesitance. Working with leads in this way helps your sales team prioritize in campaign rushes. If they get a flurry of leads through in close sequence, they can use this response quality-control to prioritize their lead pool.
Return to your keywords
If you’re generating a good number of leads but not seeing them sell, you may need to return to your chosen keywords and re-evaluate how well they align with your product. Now you know the criteria essential to a high-quality lead, put yourself in their shoes and think about keywords you would search- do they link up with what’s in place?
This is a great time to make use of negative keywords too. If you’re selling a video editing software, but your website appears first when someone searches “free video editing software”, you gain leads expecting a free service they won’t get! By making the word “free” negative, you instantly refine the leads discovering your website, helping to filter out those of high quality.
As you’re unable to fully control the businesses discovering your website through keyword optimization, you need to go the extra mile to ensure the audience you do attract matches the criteria laid out by your sales team.
Use data to drive campaigns
This seems obvious, but data really can evolve the way you generate business leads. Cleansing your data of leads that don’t fit your newly found criteria before a campaign (be this for email, social media, content- whatever campaigns involve messaging), instantly helps refine the audience you’re targeting for improved lead quality. For example, if you want to target sales decision-makers, remove any data for marketing executives straight away! This way, when you spend money on a campaign you have the best chance of gaining great results and a return on the investment. This may seem counterproductive, as you’re sending to less data than before, but this an example of quality over quantity; it’s better the generate fewer leads but make more sales.
Where we have little control over leads discovering the brand through keywords, we have full control over who we target with campaigns based on data, so don’t waste that control. If you want high-quality leads, you need top-quality data. Whether you gather the data yourself or buy it in, ensure you make your lead criteria well communicated so you continue to populate campaigns with the audience you want to target, not one you risk losing later down the line.
Introduce a lead scoring model
There is no ideal lead scoring model set it stone, it’s for you and your team to create together. Essentially this model measures how engaged a prospect is with your brand and product, helping you decide when they properly qualify as a lead to be contact by your sales team. These models have helped businesses close 30% more leads as sales and increase revenue by 18%, all thanks to the improved quality promoted by a lead scoring system.
Lead scoring is usually calculated based on previous behaviour the lead has shown along with data they’ve provided, increasing their eligibility. For example, those who identify as students may start with a score of -50 (they aren’t going to bring you new business), but those who have provided data indicating they’re key decision makers for businesses in your target industry may start with a score of +20. Later behaviours and actions increase this score; a website visit may add +10, an email open and click though +15, the numbers are all yours to create based on your criteria.
You then need to decide when they can be counted as a sales-ready lead; when they reach 100, can you say there’s enough interest there for them to consider a purchase? As you settle into a model that fits your business, these numbers can move until they suit your business lead generation needs and you find success when passing them onto your sales team.
Properly nurture your leads
A huge factor jeopardizing lead quality is the miscommunication of your product and its benefits– a lack of lead nurture. Nurture can take many different forms and affects both prospects and leads alike. It’s all about building a relationship, informing the lead what your product can do and in return, earning their trust. Properly nurtured leads go on to spend 47% more on your product, so it’s a process we should all take very seriously. Without appropriate nurture, your sales team have to explain to newly generated leads that they’ve got it wrong, meaning the lead is unlikely to make it through the sales pipeline successfully.
The key to nurture is information. If you have a landing page encouraging conversion, you need to make sure it outlines your product and it’s benefits without misleading the prospect. There’s no point thinking “sales can explain all that later” and skimping on vital product information to focus on a call-to-action, it hurts your lead quality and your return on investment. Whether you’re constructing an email, a social media post or a detailed piece of content, be sure to match every call-to-action with an equal amount of nurture to ensure leads generated are high-quality and well informed.
A great way to properly nurture leads is to understand what information they need from you and how they respond to your brand. Lead Forensics can help, offering website visitor identification and advanced web analytics. Knowing which businesses are visiting your website and gaining contact details for decision makers allows you to take control of your website conversion, generating leads who have already visited your site and shown an interest in your product. With a full breakdown of each visit also provided, you can easily understand what pages and information your leads crave, allowing you to further understand you audience for progressive nurture.
Let Lead Forensics revolutionize your B2B lead generation. Find out more- book your free demo today!
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