Quality consistently beats quantity when it comes to generating leads. If your leads aren’t a good fit for your offerings, it doesn’t matter how many you have.
Because of this, it’s crucial for business-to-business (B2B) marketers to concentrate on creating high-quality leads. However, what exactly constitutes a high quality lead (sales qualified lead)? How can you produce more of them? To learn more, continue reading.
In this post, we’ll talk about the same topic and introduce you to cutting-edge B2B marketing strategies that will help you increase the calibre of your leads.
Let’s get going!
How B2B Marketers Can Qualify Leads
You must take into account two factors as a B2B marketer when certifying a lead. The lead’s compatibility with your products or services comes first. The lead’s interest in what you have to offer is the second factor.
To evaluate leads based on these elements and others, such as budget and time-frame, you might utilize a lead score system. This will make it easier for you to decide which leads should be pursued first.
The majority of businesses rate leads by giving them labels like “hot,” “warm,” and “cold.” Depending on how likely they are to convert, you can also give them the designations “A,” “B,” or “C.”
You can score your leads using a variety of factors, such as:
- Their stay on your website in terms of time
- Whether they are already customers or not, the pages they browse, the information they download.
- Regardless of whether they express interest in using your tool for nothing,
- You can make sure you’re allocating your time and money effectively by knowing which leads are more important.
Additionally, keep in mind that not all leads will be immediately prepared to make a purchase. Some may only have begun their investigation or may not have established a budget. Because of this, it’s critical to provide your leads with useful material until they are prepared to make a purchase.
Modern B&B Marketing Techniques to Boost Lead Quality
The goal of any sales team is to increase lead quality. Since leads are the lifeblood of every business, the better the leads, the higher the likelihood that a transaction will be made.
The following six cutting-edge B&B marketing strategies can be used to produce higher-quality leads:
1. Set Stringent Standards For What Qualifies A Lead.
Although it might seem obvious, you’d be amazed at how many organizations don’t have a clear definition of what a qualified lead is. Your team will waste time investigating leads that aren’t a suitable fit if you don’t have precise standards.
Create a definition of a qualifying lead with your sales and marketing departments to prevent this. The following inquiries will enable you to determine what a qualified lead would entail:
- What is the budget for the lead?
- Do they make the decisions?
- What timeline do they have?
- Which needs can your product fulfill for this lead?
If you want to narrow down your parameters, for instance, add more points to what your qualified lead will be rather than assuming every SaaS company to be a qualified lead. Your qualifying lead is, you could say:
- A B2B SaaS company with a team of 100-150 people based in the United States
- having a yearly revenue of more than $1 million
That makes more sense, doesn’t it?
Once you’ve established a definition, confirm that everyone on your team is applying the same standards. By doing this, you can make sure that your staff is only following up on leads that are worthwhile.
Must Read: 6 B2B Lead Generation Strategies to follow in 2022
2. Develop Buyer Personas Using Sophisticated Segmentation.
Making buyer personas is one of the first steps you need to do to produce high-quality leads.
The fictionalized versions of your ideal consumer are called buyer personas. They assist you in better understanding your target market and determining the types of leads that are most likely to result in sales.
Start by conducting a poll of your existing clients to develop buyer personas. Find out what demands they had that were satisfied by your offering. You’ll get a clear notion of the lead types you should be aiming for from this.
In order to construct buyer personas, you can also incorporate demographic data, such as job title, firm size, and geography.
Your B2B buyer personas can be used after you’ve built them to create targeted content that will draw the correct kinds of leads.
3. Construct a Lead Magnet.
A lead magnet is an alluring offer that tempts potential customers to exchange their contact information for something worthwhile. Creating leads that are more likely to convert is a wonderful method to do it.
Two factors should be kept in mind when creating a lead magnet. Make sure your target audience would genuinely find it valuable first. Second, confirm that it relates to the products you are selling.
Let’s imagine, for illustration, that you market software for managing social media accounts for enterprises.
A free ebook that shows businesses how to maximize social media could serve as your lead magnet. It might also be a free test run of your software.
A excellent strategy to get leads who are more interested in what you have to offer is to give a free ebook or trial.
To draw in your intended user base, you can also create a free tool, much like HubSpot does with their free CRM.
With this strategy, you may encourage high-quality leads to enter your sales funnel directly and give your prospects or leads the opportunity to sample before they buy.
You may also make them an appealing offer to upgrade to the paid version of your tool so you can learn more about what they find valuable for the expansion of their business.
Other lead magnets that are effective at producing quality leads for a B2B company include:
- Detailed guides on subjects particular to industries
- Complete instructional tutorials
- Case studies that go into great detail and explain how your products or services have benefited other companies (in your targeted audience group)
- Libraries of resources
- Workbooks or checklists that are simple to use
4. Employ Account-Based Marketing (ABM)
Concentrating on account-based marketing is another method for enhancing lead quality (ABM). ABM is a focused marketing strategy that concentrates on the most likely-to-convert critical accounts.
ABM provides several advantages, such as:
- Higher lead quality
- Increased revenue and sales productivity
- Improved coordination between marketing and sales
- ABM is unquestionably something to think about if you’re seeking for approaches to raise the calibre of your leads.
Determine the profile of your ideal client first (ICP). After doing that, you may make lists of targeted accounts and design unique ads for each one.
Every level of the marketing funnel, from awareness to conversion, may make use of ABM. However, it works best when combined with other lead generating strategies like email marketing, webinars, and content marketing.
You could, for instance, include information in your marketing materials that would be pertinent to a specific firm if you were aiming your marketing efforts towards that company. Instead of attempting to reach a broad audience, you can directly target the decision-makers within that firm. ABM is a fantastic approach to raise the calibre of your leads and can hasten the closing of sales.
5. Make Use of Marketing Automation Tools
You may more accurately define and qualify leads with the use of marketing automation tools.
You can use lead scoring to rank the most potential prospects and nurture those leads with material that is tailored to their individual requirements. You can keep potential customers interested and get them closer to becoming customers by giving them pertinent information at each stage of the buyer’s journey.
You may automate this process with the use of marketing automation software, which will make it simpler to communicate with your leads and give them the details they require.
It can also assist you in automating time-consuming operations like lead nurturing, social media outreach, and email marketing.
This frees up your sales team’s time to pursue leads so that they may concentrate on closing more deals and making sales rather than on office work.
Marketing automation software programs like HubSpot, Leadfeeder, Sendinblue, and Pardot can be an effective tool for enhancing lead quality when used appropriately.
However, marketing automation software is not a panacea. To make the most of it, careful preparation and execution are necessary. If you are careless, you could accumulate a large number of low-quality leads that never convert.
Make certain to: in order to prevent this:
- Create a lead rating system so you can give the best leads priority.
- At every stage of the buyer’s journey, nurture leads by using targeted content.
- Automate monotonous activities so your sales team can concentrate on closing deals.
- Develop automatic drip email campaigns that add value to your leads’ inboxes and foster relationships with them so that they will be more likely to convert when the time is right.
These guidelines will assist you ensure that marketing automation software works for you rather than against you and enhances the calibre of your B2B prospects.
Ready to Enhance Lead Quality to Increase Sales And Profits?
The majority of B2B leads are not correctly qualified, which causes a lot of time and effort to be wasted trying to sell to non-buyers.
The greatest method to raise the calibre of your B2B leads is to implement a lead qualification procedure. Only qualifying leads should be passed on to the sales team through this procedure, which should be structured to screen out tire kickers and time wasters.
You may increase the number of quality leads that quickly turn into actual sales and money by utilizing the B2B marketing strategies I’ve covered in this piece.
Please use the comments section below to contact us if you have any queries concerning lead qualification, lead scoring, or focused prospecting. We’ll be glad to assist!
Must Read: The Dynamics Of B2B Lead Generation
Vikas Bhatt is the Co-Founder of ONLY B2B, a premium B2B lead generation company that specializes in helping businesses achieve their growth objectives through targeted marketing & sales campaigns. With 10+ years of experience in the industry, Vikas has a deep understanding of the challenges faced by businesses today and has developed a unique approach to lead generation that has helped clients across a range of industries around the globe. As a thought leader in the B2B marketing community, ONLY B2B specializes in demand generation, content syndication, database services and more.