More isn’t always better when it comes to lead generation. Instead of trying to rack up as many leads as possible, it’s better to take a strategic, intentional approach to improve your lead quality. If you’re focusing on leads that never end up converting, you’re not effectively using your time and resources.

Kellie Walenciak, the head of marketing at Televerde, understands the challenges of trying to balance lead quality with lead quantity. She has put together some of the best ways you can improve the quality of your leads instead of simply trying to get more of them. We outline her suggestions in this issue of PromoPro Daily.

  1. Know your target audience. It’s never a good idea to cast a broad net and hope for the best. She suggests ensuring you have a solid understanding of your ideal customer profile and buyer personas. Walenciak says those frameworks describe the organizations and people who stand to benefit the most from your solutions. The next step is to engage those target buyers by creating content tailored to them. You should also maintain an active presence on the channels where they conduct their research.

  2. Automate lead qualification. This is the process of verifying that each lead fits your ideal customer profile and personas, Walenciak says. Many companies use three levels of qualification:
  • Marketing-qualified leads (MQLs): They fit with your ICP and personas, and they are ready for nurturing.
  • Sales-accepted leads (SALs): These leads are accepted by sales for initial sales outreach.
  • Sales-qualified leads (SQLs): The sales team deems these leads to have high purchase readiness.

  1. Create high-value content. Walenciak points out that most buyers conduct more than half of their vendor research independently before every contacting a sales team. High-value leads, in essence, are attracted by high-value content, she says. Make sure your promo company regularly creates and publishes it across various channels, including social media and email.

  2. Execute targeted campaigns. Your target customer likely varies for each specific offering within your product or service portfolios, Walenciak says. By executing targeted campaigns intended to generate the right leads for each solution, you engage more aligned leads and increase the initial connection with potential buyers.

  3. Use intent data. This informs you where a buyer is in the purchase process based on online behavior. According to Walenciak, you can get intent data through poll or survey responses, social media activity and past purchase history.

Some studies show that only 10-15% of leads convert into sales. Instead of pursuing leads that most likely won’t convert, use the tips above to focus on the high-value leads.

Compiled by Audrey Sellers
Source: Kellie Walenciak is the head of marketing at Televerde, a global revenue creation partner supporting marketing, sales and customer success for B2B businesses around the world.