The lead qualification process is a crucial function in a company’s overall lead generation strategy. The reasons are simple – saving time, closing deals, increasing revenue, and growing the business. The ultimate goal of your sales leads and management team is to improve your closed sales ratio by optimizing your company’s time and resources.
A great deal of effort is expended from many people across departments, specifically your marketing and sales teams, to get to the point of the process where you receive confirmation that your prospect has made the decision to say “yes” to the sale. Simply stated, you do not want to waste time on dead-end prospects who have no intention or ability to purchase from your company or are not a good fit for your products and services. The time and energy spent on the wrong leads is exhausting! Where do you start?
A great place to start is understanding and defining the types of leads in the sales process. As defined by HubSpot:
Marketing Qualified Leads (MQL) – MQLs are leads who are fit to receive marketing communications such as email campaigns, content offers, and more.
Sales Qualified Leads (SQL) – SQLs are leads who are ready to connect with a sales rep and begin the sales process.
The goal of your marketing team in the sales process is to never hand over an unqualified lead to salespeople. Wasted time is a missed opportunity. Developing a list of quality leads can be executed through multiple channels.
Inbound Marketing – your marketing team creates valuable content that helps prospects understand how your company’s solutions are the right fit for them to help solve their daily pain points. This can be done through various methods including:
Outbound Marketing – a smart marketing plan blends the right mix of tactics that best make sense for your company. These methods include:
Before your company can implement any of these marketing initiatives, your marketing team develops key information so that everyone across the company fully understands who your customer is. They create and identify:
Definitions by HubSpot.
Your company and its leadership want to set up their sales reps for success. Pursuing leads that cannot or will not purchase from your company results in lost revenue and a tremendous amount of wasted time. Highly motivated B2B sales professionals want to close sales. They do not want to spend wasteful time lead nurturing the wrong prospects or pursuing leads with outdated, incorrect contact information.
Key points to note:
HubSpot defines lead scoring this way – it is the process of assigning values, often in the form of numerical “points,” to each of the leads you generate for the business. You can score your leads based on multiple attributes, including the professional information they’ve submitted to you and how they’ve engaged with your website and brand across the internet. Lead scoring helps your sales and marketing teams prioritize the activities directed at the prospects that your company has the best chance to convert to a customer.
There are many CRM and marketing automation platforms that include lead scoring as a featured benefit. Take the opportunity to use these innovative tools.
Demographics, contact information, and company size are data that is included in this process.
In order to discover the best leads for your company, you must ask the right qualifying questions. This cannot be overstated. If you want to optimize your company’s time and resources to increase sales, the qualifying questions will be the difference maker in your sales process.
Key points in determining the best qualifying questions for your company:
There are various lead qualification frameworks that can help you determine the criteria you would like to set for your lead qualification campaigns. They include:
Lead qualification can be executed in-house by your internal team, or your company can consider outsourcing these services. The questions your management team needs to ask –
Does your company have the properly skilled and experienced team internally to keep this function in-house?
Do you want to separate this part of the sales process away from your salespeople, allowing them to focus 100% on closing sales?
If outsourcing is your choice, talk to Intelemark today! You determine the criteria for the lead qualification process, and we will implement the campaign according to your desired parameters.
How can B2BAppointmentSetting.com help you with your lead qualification efforts and free your sales team from time-consuming tasks so that they can focus on closing sales and generating revenue? We are a skilled, expert B2B appointment setting services company which includes lead qualification services in our offering. We deploy only the highest quality, experienced B2B appointment setters. Contact us today!