Leads: It’s All About Quality, Not Quantity
May 25, 2015
It’s no secret that lead generation is critical to the success of any marketing effort tied to sales or demand. In fact, 51% of tech marketers are making lead acquisition the most important goal of their marketing strategies in 2015.
And for these marketers who are so closely aligned with the sales team, it would make sense for the biggest focus to be on driving higher sales lead quality. It’s cited as the top metric that content marketers use to gauge the effectiveness of their content marketing.¹ However, problems arise when the sales team wants quality leads while the marketing team is being measured on quantity of leads.
So, what factors determine a “quality lead” for the sales team? If a marketer generates 1,000, 10,000, or 100,000 “leads” - are they all going to naturally be of high quality? Will even a large percentage of them actually “lead” to sales?
As many tech marketers will tell you, the unfortunate answer is no. A true quality lead requires a number of different factors:
- Great data
- Fully mapped-out, measurable buying process
- A means to collect all qualification information
- A confirmed date and time for an initial introductory/discovery call
In this upcoming year, 63% of tech marketers are expecting to increase their marketing budgets by an average of 22%, and for every added marketing investment, management expects results. But, more likely than not, a large quantity of cheaper leads aren’t offering sales the quality they need and will ultimately be more expensive in the long run. So how do marketers find the right balance between quantity vs. quality?
In addition to causing fewer headaches for the sales team, targeting quality leads can help tech marketers meet a full range of marketing objectives, including:
- Generating Awareness
- Increasing Consideration and Preference
- Driving Traffic and Leads
- Driving Web/Content Traffic
- Moving Tech Buyers Through The Buyer Journey
- Building Community
- Creating Advocacy
The Modern Definition of a “Quality” Lead for the Technology Marketer
In the modern business world, people tune out irrelevant or promotional messages, making relationships matter more than ever. People do want to engage with companies that focus on sharing useful and relevant information and content. And the companies that inform and engage aren’t just selling—they’re building valuable relationships. Tech marketers must be actively engaging in these relationships to impact the buying cycle and drive quality leads.
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