High quality sales leads are the backbone of any thriving technology company, however, there are many definitions as to what a “quality” lead is and how is best to generate them.
Sud Kumar, marketing director at digital marketing agency Origin, discusses this, and the key steps to generate high quality leads.
Categorising leads the right way…
In many organisations, marketing professionals will generate leads and send them to their sales teams to close. However, this is not necessarily the best way to boost your business growth, as you may be sending across low quality leads to your sales team, which will mean that they’re wasting their efforts when trying to convert them.
Leads can be categorised by their position in the sales funnel and their level of interest in your business.
For technology businesses, consider how your offering will impact the lead’s business. Will it improve their operations and solve their problems? If it will, you should engage the lead further by communicating the benefits they’ll gain from your offering to push them down your sales funnel.
To categorise your leads in the right way, be aware of the two types of leads.
- Marketing Qualified Leads (MQL) – they’ve shown interest by completing an action. This might be filling in a form, downloading a guide on your site or signing up to your updates. To nurture this lead effectively, send them more informative content. This could be based on the content they’ve already downloaded.
- Sales Qualified Leads (SQLs) – they’ve shown immediate interest, or they’ve passed through the MQL stage and they’re ready to make a purchase.
Lead generation tips…
- Align your sales and marketing
Ensure that your sales and marketing people are working together in unison so that prospects are passed to sales at the right time or are nurtured further through marketing until they are ready for sales interaction.
- Keep your leads engaged
Once your leads sign up to your updates and you have their contact details, nurture them. Don’t just send them product information, send them industry insights, advice and sprinkle in references to your business to position your brand as authoritative.
- Create lead questions
Introduce forms to your website to gather information about your prospects and use questions on the form that help you learn more about the prospect to identify whereabouts they are in the sales funnel.
- Introduce lead scoring
Lastly, rank your leads based on their level of engagement with your brand to determine if they are the right “fit” for your business. This will enable you to maximise your lead generation efforts and gain the most return.
For more insight: www.origingrowth.co.uk/work/loqate.