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www.activatems.com/blog
Converting leads into customers is a top priority, and following these 7 steps can boost lead quality and
generate more profitable revenue.
For more resources on improving pipeline and conversion, vist:
A recent Activate survey of marketing leaders found that the #1 pain point is finding quality sources of leads. But finding top-quality leads
doesn’t have to be so di�cult.
Just follow these 7 tips toboost your lead quality and
conversion rates—and turn any source into a wealth of
high-quality leads.
Tips to Improve Lead Quality
Polish up your contact card information to fulfill a basic lead quality requirement.
1Only 16%
of companies characterize the data they
use for marketing
purposes as very good.1
Make sure the basics are
error-free and have been
tested for accuracy. When
you have names, titles,
email addresses,
companies and current job
titles, you get a positive
outcome.
2Identify intent and layer in behavioral history to uncover whether or not a lead is ready to buy.
By looking at where prospects
are browsing, how often and
where, you can identify buying
signals that show what they
want and when they’re likely to
want it.
Use BANT qualifications so you can knock bad leads out and focus on the better ones only.
3Only 22% of businesses are satisfied
with their conversion
rates.2
Do they have a budget and
authority to make a purchase
decision? Do they have a need
that your product fulfills and a
specific timeframe to
purchase? Find out, and you’ll
eliminate bad leads and focus
on the better ones.
4Go beyond BANT for greater insight into their intent so you can accelerate conversion.
Ask your leads additional questions
on a thoughtful, specific pain point
so you get more insight into their
intent—and accelerate conversion.
Tele-confirm yourinformation to instantlyimprove lead quality.
Instead of just asking questions ona form, call back your leads and confirmtheir responses. Once you can verbally confirm a person’s response, you’ve significantly improved the quality of your leads.
5Only 56% of B2B companies verify valid business leads before they’re sent to sales.3
74% of buyers choose the salesperson who was first to add value and insight.4
6 Enable a high-touch professional to have an open-ended conversation.
If you’ve done all of the above, ask the lead if they are willing to speak to a sales or marketing professional on your team. Gathering this information gives your team a chance for an astute, in-depth conversation when they call.
Find out what your sales team needs—don’t guess. 7
1 “Data-Driven Marketing Trends Report,” Ascend2
2 “Why consumer intent is more powerful than demographics,” Google
3 “Conversion Rate Optimization Report, 2017” Econsultancy
4 “4 Key Conversations that Advance the Sale,” Salesforce
5 “Dynamic Duo: Close More Deals with Sales and Marketing Alignment,” Marketo
If your sales team doesn’t want tospeak to people who have blue hair,ask your leads what color hair theyhave and remove all the blue hair leads. That leaves you with only the leads sales expects—and gets more people into your pipeline.
Businesses are 67% better at closing deals when sales and marketing work together.5