In order to improve your lead quality, you need to know what a qualified lead actually means for your company. In order to assess how satisfied you are with the leads that come in, both the marketing and sales departments need to agree on a desired standard. You can distinguish between a Marketing Qualified Lead (MQL) and a Sales Qualified Lead (SQL). Determine which requirements a lead must meet to obtain this status and make sure you reconsider this periodically.
Once you know what a quality lead looks like, you can get started with lead scoring . This is a useful tool for categorizing leads based on assigning points. For example, categorize based on:
customer profile (is the lead decision-making authority),
intent (what topics is the lead interested in), and
engagement of the lead (how often did the email id database free download lead interact with the website).
In addition, you have an asset in your sales department. These are the people who actually have contact with your target group. Make sure that marketing and sales actively work together to have marketing capture the pain points that sales encounters in their conversations.
3. Use relevant and accessible content
Once you know what a quality lead needs to meet, you can start using relevant content for the specific target group(s). Experiment with different topics and forms of content. This way you can see what resonates with the target group and where the target group is located. Think outside the box. Use your organic authority to create valuable contact moments with your target group.
For example, a whitepaper download is a strong signal for a certain intention. This is a good lead magnet and perfect tool to pull people into the funnel. But it does not mean that people are ready to call or fill out a form right away. With the right follow-up, we create more valuable contact moments and we can better estimate the quality of a lead, and steer towards a conversation at the right time.