10 Expert Tips to Improve Lead Quality

Quality leads create more conversions.

But what exactly does “quality” mean when it comes to leads? Put simply, quality leads are those with a higher likelihood of moving down the sales funnel from awareness to interest to intent to conversion.

Finding quality leads doesn’t happen by accident. To achieve this goal, brands need a lead qualification process that effectively pinpoints key characteristics that make potential customers more likely to become loyal buyers.

To help you get started, we’ve got 10 expert tips for improving lead quality.

Lead qualification typically takes the form of stock questions that depend on your offering. For example, if you’re selling insurance you might ask questions about age, current health conditions, and previous medical histories. If you’re selling a B2B service, you might ask a lead if they’re the one in charge of the decision-making. If not, you may need to speak with someone else.

An effective lead qualification process helps eliminate leads that aren’t currently in a position to buy, in turn allowing sales teams to focus their efforts more likely prospective purchasers. This also lets businesses funnel prospects that aren’t quite ready for sales into future marketing campaigns so they can stay in the loop about any updates and reach out again when they’re ready to take the next step.

3 Reasons Why You’re Getting Bad Leads

So why are you getting bad leads in the first place? If prospective customers are interested in your product, what’s standing in the way?

Three causes are common culprits of bad leads:

1. Poor quality pay-per-click (PPC) leads

Are your PPC purchases returning leads that are actually qualified to make purchases or just providing more generic lead details? If so, consider more specific PPC guidelines or changing PPC providers.

2. Ineffective offers and calls to action

Have you covered your entire sales funnel, or are you only offering early-funnel conversion opportunities? Are your offers for free materials that have nothing to do with your business? Do you have calls to action on your website? Are they shiny and compelling?

3. Lack of targeted landing pages

Do your landing pages conform to best practices? Does the text actually describe the offer? Does the text help to qualify WHO should be filling out the form? If the answer to those questions is “yes”, you should consider adding more qualifying fields to your forms. Find out from sales what their top 3 qualifying questions are, and put them on your forms.

1. Define Your Audience

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Getting more qualified leads means making sure you know who your audience is and what they’re looking for. Start by creating your ideal buyer persona. Maybe you’re looking for a business decision-maker with access to capital and the drive to solve specific pain points within their organization.

While the ideal audience will differ for every company, defining this audience goes a long way toward improving lead quality.

Here, tools like …read more

Source:: HubSpot Blog