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Kevin Dean
by Kevin Dean
on March 27, 2019

You already know quality over quantity is especially important when attracting leads. Bringing in low-quality leads means your organization has less of a chance of turning that lead into a loyal customer. These low-quality leads are a waste of your time and can negatively affect your company culture on different levels. Know that every minute you and your staff spend talking to someone who will never say “yes” is a minute you aren’t talking to someone who will. But how do you attract high quality leads instead of just filling your funnel?

What Makes a Lead High-Quality?

First, it’s important to know what defines a quality lead. High-quality leads generally:

  • Have a problem and are looking for a solution.
  • Find value in your solution and know that the value of that solution outweighs the cost.
  • Have a sense of urgency; qualified leads know that the more time they wait, the worse the problem will get. They know they need your solution, and they need it right away.
  • Know about your company. It’s easier to convince a lead that you can help them with their problem if they’ve heard of your company and know what you can do for them.

Qualifying and targeting high-quality leads takes collaboration from your sales and marketing teams. They should come up with and agree on the characteristics of a qualified lead so your strategy can be executed smoothly.

Establish Buyer Profiles

One way to establish a target is to get inside the mind of your buyer. You can use customer surveys, sales call sit-ins, focus groups, and secret shoppers to learn what your target buyers are looking for, and what they need to put their trust in you.

First, you’ll need to look at who your ideal customer is. Once you’ve figured that out, you can execute a plan to gather those targeted leads. These targeted, high-quality leads are more likely to know the value of your product and the solution you are offering them.

Better Content

One way to attract quality leads is through your content. Once you’ve established your buyer persona, you can begin to write content directed towards those buyers. What do they need? What are they looking for? What value-added content can you provide them with? Targeted content will help you attract those leads, generate new interest, nurture your existing prospects, and improve conversions.

Value-added content is important for all of your clients, both potential and current. Providing them with information they can use ensures they will continue to come back to your site, keep opening your emails, look for your newsletters, etc. And, it usually means they will share the content with others, either by sharing on social media, forwarding your emails, or simply through word of mouth—potentially bringing in even more quality leads.

Shifting to High-Quality Lead Goals

When shifting your team’s focus to finding better leads over more leads, you may run into a few snags along the way. Make sure your expectations are realistic. You don’t want to assume this shift will happen overnight. It takes time to develop your targeted personas, write content they will want to read, and attract those quality leads. It may take time, and money, to develop the correct strategy for finding these new leads, but will be worth it in the end.

Set realistic lead goals that reflect the smaller number of high-quality leads you will be bringing in—at least at first. These numbers will rise over time, but it is important to know what to expect at first.

A strategy that prioritizes the quality of leads over the number of leads may not yield impressive results right away, but it’s important to make those changes and move towards garnering more high-quality leads now, changing the way you do things in order to achieve better results for the long-term success of your business.

Sales Enablement Roadmap
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