In a landscape where lead generation often takes centre stage, it’s essential to recognize that not all leads are created equal. As marketers, our goal shouldn’t be to amass as many leads as possible but to identify and nurture those that truly have the potential to turn into meaningful sales. Let’s explore what a good lead looks like, one that goes beyond the numbers and embodies genuine potential.
Let’s start with relevance and fit: A good lead aligns perfectly with your target audience. This means they have a clear need or interest in your product or service, fitting your ideal customer profile in terms of demographics, behaviour, and psychographics. They resonate with your brand values and have a genuine problem that your offering can solve. Often it is a combination of several key factors that qualifies them as a lead – not simply looking at your website for 22 seconds.
Quality leads are those who actively and willingly (no need to trick them into clicking or interacting) engage with your brand. They don’t just passively receive information; they interact with your content, participate in discussions, and show curiosity about your offerings. Their level of engagement indicates a higher likelihood of conversion.
Watch for signs that a lead is ready to make a decision. This could be expressed through direct inquiries, frequent visits to your pricing page, or downloading high-intent content like case studies or product comparisons. These actions demonstrate a deeper consideration of your product or service.
Check to be sure that your leads have the authority to make purchasing decisions. This is especially crucial in B2B contexts where multiple stakeholders might be involved. A good lead is someone who can either make the purchase themselves or heavily influence the decision-making process.
The timing of a lead’s interest plays a crucial role in their quality. A good lead is one that needs your solution now or in the near future, rather than a distant “maybe.” This urgency can often be gauged through the immediacy of their inquiries and the context of their engagement.
A quality lead is open to further communication and nurturing, in fact they like it. They respond to follow-ups, are willing to have conversations with your sales team, and show openness to learning more about how your solution can meet their needs.
Moving Beyond Quantity to Quality
In the rush to generate leads, it’s easy to lose sight of what truly matters: the potential for genuine, lasting customer relationships. By focusing on the quality of leads rather than the sheer quantity, we can allocate our resources more effectively, provide a better customer experience, and ultimately drive more meaningful sales. Good promotion has always been about reaching more eyeballs. More was better. Yet digital marketing is not about more. It is about interactivity. Then and only then can you try to scale (get more). Too many marketers are trying to close the sale every time they touch the prospect. Imagine how annoying that would be in-person? Yet we think it is OK to do it online. Remember sometimes there is a real live person at the other end of the interaction (most times it is BOTS). Are you building a relationship with every transaction or pushing them away?
The Path Forward
To redefine your approach to leads, start by refining your targeting and segmentation strategies. Consider this: Are you HUNTING for customers, or are your BEING HUNTED by customers. Those strategies require different mindsets and strategies.
Invest in understanding your ideal customer profile deeply and create content and campaigns that speak directly to their needs and interests. Use analytics to track engagement and intent, and prioritize leads that show genuine potential for conversion.
Remember, a good lead is not just a number in your CRM; it’s a person with a real need that your product or service can fulfill. By nurturing these leads with respect and understanding, we can build stronger relationships that lead to sustained success.
In the end, the true measure of a good lead is their potential to become a satisfied, loyal customer.
