What is the importance of lead quality?

So, is any lead a good lead? The answer is no .

You need to know how to separate and identify which contacts really have a high probability of conversion and which ones are not very interested in your business and, possibly, will not become future consumers.

Focusing your sales team’s efforts on low-quality leads is a waste of your marketing investment , you will waste your time and have unsatisfactory results.

Plus, you’ll stop focusing on those high-quality leads, who are more likely to buy your product or service in the future and who should receive your full attention (and a little more).

In recent times, we have seen a change in the pattern of lead search. The focus is more on quality rather than quantity.

That is why it is important to measure and monitor the quality of the leads generated by your company, since online marketing has increasingly become one of the main means of promoting companies, regardless of size, from giant multinationals to small and medium-sized businesses that advertise locally.

What are qualified leads?

Unfortunately, there is no guarantee turkey telegram data that a lead will become a customer or return to your website. However, the same does not apply to qualified leads.

This concept encompasses the user who has already identified a problem and is looking for a solution, that is, someone who is really considering buying your product or hiring your service .

Knowing clearly who your qualified leads are will allow the marketing team to create more efficient actions and content to reach those consumers .

At this stage, the content of your actions needs to be more specific to convince the qualified lead that you offer the best solution.

But be careful! To really build a qualified contact list, you need both user consent and engagement .

That’s why you should never buy email lists . These people have not requested (much less authorized) to receive emails from your company or your online store .

The consequence will be a poor image for your business and dissatisfaction on the part of users.

The great difference in inbound marketing is building that relationship between the lead and the brand in a natural and mutually beneficial way. But that’s not all.

Let’s go back to the middle of the funnel stage, when a visitor has become a lead. You’ll quickly realize that not all of them are created equal.

Some of the contacts acquired will demonstrate higher levels of engagement with the content produced, which can be measured through email marketing platforms or social media monitoring.

In fact, networks play a fundamental role in attracting visitors.

It is possible to generate leads on LinkedIn, mainly for B2B companies , for example. Instagram can also be a good source of leads.

How to qualify a lead?

The process of qualifying a lead is delicate jaguar’s rebrand: bold move or costly mistake? and may involve a series of tests until your company finds the best model.

There is no rule, since this will depend on your product or service , the market and how much you are willing to invest. On the other hand, some strategies have proven to be more efficient than others.

With a good cost-benefit ratio, content marketing has proven to be the best strategy for both generating and qualifying a lead.

In addition to showcasing your product, you will be educating your customer about the problem and its solution. This means a consumer who is much more engaged with your brand and willing to spend.

This lead qualification process is called lead scoring. Score means score in English. And a lead qualified by the Marketing team is known as MQL .

Lead scoring is therefore a scoring system that classifies MQLs into categories based on the level of engagement.

What types of leads exist?

There are several different classifications of leads and the type adopted varies depending on the company.

This more descriptive classification of leads is based on different stages of the lead qualification process in IQLs, MQLs and SQLs.

1. Information-Qualified Leads (IQLs)

In the initial stage, the lead is classified as an IQL because it does not yet have enough information to continue the journey through the funnel.

At this point, they don’t know much about the company. For this reason, it is necessary to nurture them so that they become, one day, quality leads. These leads are affectionately called “cold” leads.

2. Marketing-Qualified Leads (MQLs)

After a good lead nurturing strategy, those who show interest in purchasing your product or service will become qualified leads for Marketing.

An MQL is interested in your product, but isn’t ready to buy yet.

In most cases, they need more information or attention from the Marketing or Sales team to make the purchasing decision.

These leads are priorities, since they are hotter and closer to the end of the funnel.

3. Sales-Qualified Leads (SQLs)

A sales qualified lead shows an immediate interest in buying. At this stage, the lead can be considered a  prospect  and is on the verge of becoming a customer.

This happens because the sales team has already qualified and verified that this lead is suitable to be transformed into a client. Therefore, from this moment on, the Marketing team stops acting.

What is lead nurturing?

As the name suggests, lead nurturing means properly feeding a lead along the path that will transform a potential contact into a future client.

It is nothing more than the trajectory of the process of transforming a lead into a sale.

If your contact has shown interest in a specific topic previously, you can send a series of emails in nurturing regarding the topic they are interested in.

The content of these emails should go into more detail on the topic, be relevant, and keep the reader interested.

Of course, you shouldn’t fill it with pushy, pointless emails. If you do, you risk losing the sales opportunity.

If you plan your strategy well, you will be able to strengthen the relationship of trust with your lead and guide them towards the next step, which will be the sales process .

These contents may also interest you:
How to generate leads on your corporate Instagram profile
What is the Cost per Lead and why it is important to calculate it
Why LinkedIn can be an excellent source of qualified leads
What is a Lead Magnet content and how to create it on your corporate blog

How to manage a lead?

When a company has a significant lead base, lead management becomes a primary factor.

It is not enough to have a long list, you need to know what to do with it and, in that sense, lead scoring is a strategy that seeks to assist in the personalization of content and the targeting of messages.

While lower-engagement leads need to be nurtured with increasingly interesting content, leads at the bottom of the funnel may need special attention – you can even reach out to the prospect directly.

In a recent survey by Marketing Shape , it was revealed that 73% of B2B leads are not ready to receive offers.

The lead management process goes from the acquisition stage, through intelligent data collection, qualification or lead scoring, the nurturing stage and, finally, culminating in sales and loyalty of those who have already become customers.

Finally, there is the results measurement stage, as is the case with most marketing strategies.

Remember that it is important to analyze the metrics and observe the best frequency and times to send messages, as well as to publish on social networks and the blog.