You cannot judge anything by only the numbers. Numbers can often be misleading. Quality is what matters the most. In case of leads, it’s the quality leads that can get you more revenue. So how can you say that you are not generating quality leads? There is software available now that automate lead qualification. But how effective are they?
First sign that you are having an unqualified lead is that you will have short calls. It is not necessary that you will have to close calls of 100% leads, but when most of your calls turn out to be short ones, it’s something to be concerned about. It’s the job of the marketing team to separate the qualified leads from the unqualified ones. The main reason for short calls is that the lead doesn’t know anything about your company. Another reason is the lead is either unsure of their own need or doesn’t know what you are offering. The last reason is that they cannot afford to buy your product or service. It is the marketing team’s duty to break up a buyer’s persona based on the factors just discussed. If they did, this unqualified lead wouldn’t even get to the sales team.
The main thing about generating qualified leads is to define the personas of your buyers. Then you must create content based on those personas. You must be able to connect with your lead. If you find that your lead is unsubscribing from your email list then you should revise your content. After making contact with your lead, the sales team usually makes phone calls or sends emails to the leads. If the lead doesn’t respond to your calls or emails then they couldn’t identify with your product, service or price. Qualified leads would keep in touch with you.
Your webpage must have information regarding the price you are offering for your product or service. If your product costs $250 and the lead’s budget was only $50, then it’s an unqualified lead. You should target the decision makers. Many people who browse through your products or services are not the decision makers. But if they are impressed, they can pass on the information to the decision maker in the house. For example, your son browses through a travel website and sees this awesome deal. He can inform his father about it and the father might just book a family holiday! Your content must be of very high quality in order to attract the decision makers. You should be careful that you are not going after any unqualified leads.