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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