Are your leads not converting ? Here's Why !
Kabir Khanna
Chief Marketing Officer | Console & Mobile Gaming Leader | User Acquisition & Growth Specialist | Digital Marketing Strategist
I was browsing through a marketing group online when I saw a question that caught my attention: "How can we increase the number of leads we get from our Marketing effrots" This is a question that many businesses struggle with, but I believe it is the wrong question.
The right question being "How do I convert more leads in my pipeline"
Number of leads is not always the problem, but how you qualify them and what companies do with them after they get them is that matters !
To get leads that actually turn into sales, you need to have a good system in place. This includes:
1. Knowing what makes a good lead: This means figuring out what qualities a lead should have to be a good fit for your business.
2. Creating a plan to nurture leads: This means sending them relevant information and following up with them to build a relationship.
3. Setting up a way to score leads: This means giving points to leads based on how well they fit your ideal customer profile and how engaged they are with your business.
So, how do you qualify a lead? There are three main things to look for:
1. Customer fit: Does the lead match your ideal customer profile? Do they have the right Budget,Industry,Location,Seniority,Job Title,Segment,Situational,Technologies, Software Used,Organisation Size,Organisation Type?
2. Engagement level: Is the lead interacting with your business? Look out for actions like
Look out for actions like:
Sales Emails Opened
Marketing Emails Opened
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Frequency of Emails Opened
Web Pages Visited
Frequency of Web Pages Visited
Case Studies Downloaded
Event Sign-Ups Recorded
Webinars Attended
CTR on Social Posts
3. Demonstrable intent: Is the lead showing signs that they're ready to buy? Are they filling out forms, visiting your pricing page, or consuming content that suggests they're interested in your product?
To make sense of all this information, you need:
1. A system to track everything a tool like or similar to Hubspot)
2. A way to score leads based on the information you collect
3. A trigger that tells you when a lead is ready to be handed over to sales
Many companies fail to consider intent data, which means they end up passing on leads that aren't actually ready to buy. To succeed in lead generation, you need to set a high bar for what makes a lead qualified and make sure you're not confusing "interest" with "intent".