How to Generate High-Quality Leads For Your Brand

Lead generation is one of the top priorities of B2B marketers. New leads bring the possibility of revenue growth. Naturally, it is very easy to become hopeful when any person demonstrates the slightest interest in your product and consider them as a lead, while overlooking their quality. However, for truly successful revenue growth, you need to fill your pipeline with the leads who have a genuine interest and need for the product or service you are providing. Let us see how you can ensure this -

Have your marketing and sales team confer together

Often, marketing and sales team have radically different ideas for the qualification criteria of your leads. As a lead, majority of the sales qualified leads sent over by the marketing team are rejected by sales, leading to a poor conversion rate. Therefore, it is crucial that both these teams reach a common ground in their definition of a "qualified lead".

Establish a lead scoring process

Classify your leads on the amount of interest or enthusiasm they have displayed towards your brand. This will give you an idea of who is more likely to purchase from you.

Another way to evaluate lead quality is to use the BANT criteria -

• Budget – Does the prospect have enough budget to invest in your solution?

• Authority – Does the prospect have the authority to make a purchase decision?

• Need – Does the prospect have a pressing need for your solution?

• Timeline – Does the prospect plan to make the purchase within a reasonable timeframe?

The answers to these questions will help you weed out the leads who are unlikely or unable to purchase from you.

Have an efficient lead nurturing strategy in place

Even if a lead is promising, lack of nurturing can make them fall out of your pipeline. They are likely to have a lot of questions and considerations to go through, before they are ready to make a purchase decision. Make sure that you follow-up on these leads regularly, either through phone, emails and even social media. Let them know that you are always available and ready to resolve their queries and help them make the right decision to overcome their business challenge. This will help you drive them to the bottom of the sales funnel in a shorter amount of time.

Quality leads are essential to save a huge amount of your time, efforts, and shorten the sales-cycle to enable revenues. If you need help with lead generation, a digital marketing company can help you acquire quality leads from the desired pool of your target audience.

TSL Consulting Pvt Ltd is an integrated marketing company based in India. We offer customized outbound marketing, inbound marketing, digital marketing and data profiling services to a wide spectrum of small and mid-sized organizations.