How to Qualify a Lead?
Let’s talk about the ways in which someone can actually show indicated interest in your company’s product or service.
Essentially, a sales lead is generated through information collection. That information collection could come as the result of a job seeker showing interest in a position by completing an application, a shopper sharing contact information in exchange for a coupon, or a person- filling out a form to download an educational piece of content.
Coupon: Unlike the job application, you probably know very little about someone who has stumbled upon one of your online coupons. But if they find the coupon valuable enough, they may be willing to give you their name and email address in exchange for it. Although it’s not a lot of information, it’s enough for a business to know that someone has interest in their company.
Content: While the download of a coupon shows an individual has a direct interest in your product or service, content (like an educational ebook or webinar) doesn’t. So to truly understand the nature of the person’s interest in your business, you’ll probably need to collect more information to decide whether the person is interested in your product or service and whether they’re a good fit.
what to ask for in a lead gen form:
- Full Name: The most fundamental information needed to personalize your communication with each lead.
- Email: This serves as a unique identifier and is how you will contact your lead.
- Company: This will give you the ability to research your lead’s industry and company and how the lead might benefit from your product or service (mainly for B2B).
- Role: Understanding an individual’s role will help you understand how to communicate with them. Every brand stakeholder will have a different take and perspective on your offering (mainly for B2B).
Lead Scoring: Lead scoring is a way to qualify leads quantitatively. Using this technique, leads are assigned a numerical value (or score) to determine where they fall on the scale from “interested” to “ready for a sale”.
A lead’s score can be based on actions they’ve taken, information they’ve shared, their level of engagement with your brand, or other criteria that your sales team determines. You may score someone higher if they regularly engage with you on social media or if their demographic information matches your target audience.
The higher a lead’s score, the closer they are to becoming a sales-qualified lead (SQL), which is only a step away from becoming a customer.
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