5 Tips to increase Lead Quality
October 7, 2021
The more, The better right? Well, not always. It might be better to have 10 high-quality leads over 100 low-quality leads.
Higher the quality of your lead, more likely it will convert into a paying customer. Low-quality leads can waste your company's time and resources.
So, how can you improve lead quality?
Here are the top 5 proven ways to increase your lead quality.
1) Understand what quality leads look like
“You can’t optimise what you can’t measure”.
If you’re getting complaints from sales teams or poor conversion rates of your leads, you first need to know what works and what doesn’t.
How to do this effectively deserves a full guide in it’s own right, but in the meantime simply make sure you have a way of tracking the leads that go on to convert.
Once you know which leads convert, capture as much information as possible with each lead so that you can analyse what makes a lead more likely to convert e.g High-intent Facebook forms vs volume or ask “when are you looking to buy?” and see if that gives you a signal to optimise to.
You can do this with some Excel wizardry using pivot tables and Vlookups, or using lead tracking & analysis tools like Driftrock.
2) Ask relevant questions in your lead forms and make fields required
Forms are obviously a great way to get more leads! Optimised website forms or native forms like Facebook lead ads, LinkedIn Lead Gen Forms, and Google Lead Form Ads ensure a smooth consumer journey, decrease friction and decrease bounce rate!
However, these high converting forms might also result in lower quality leads.. Rather than settling for a low quality user experience, simply add more required fields in the form, you can get higher-quality leads and more valuable information.
Remember to find a balance between avoiding low-quality leads and asking for too much information. You’ll be surprised to know that adding more fields than normal to forms like Facebook Lead Ads won’t increase cost per lead too much, as the algorithm seeks out people more likely to fill them out.
3) Align the sales and marketing efforts to better target your ideal customer profile.
Not all leads are equal. You need to understand your target audience to generate quality leads.
The Marketing and Sales teams need to work together to define a high-quality lead. Work with your sales team to define what a qualified person looks like including all the usual criteria like demographics, behaviours technology stack, company size etc. . The sales team can generate better revenue, and the marketing team can highlight better ROI creating a win-win situation for both.
Once you understand your ICP, there are plenty of tactics to target them. For B2B, you could use paid media to target relevant job titles, industries and company size.
Or maybe think about the search keywords that an in-market customer might be searching for and design content around that - exactly what we’re doing in this article! We know that marketers looking to optimise lead quality can benefit from Driftrock’s lead generation platform. It’s much better to reach people when they are in the right moment.
4) Optimise your marketing campaigns
Whilst you can find high quality leads in most campaigns eventually, optimising your targeting and creative can have a big impact on quality. The goal is to deliver the most high quality leads for your available budgets.
Using Long Tail keywords instead of Short Tail may decrease the traffic volume but will increase high-quality traffic with more intent to purchase or buy the product or service. For example, the keyword "digital marketing" will have more volume, but the quality of "learn digital marketing online" or "buy digital marketing course online" is better and more specific.
Lookalike and Exclusion Audiences
You can target better leads by scaling lookalike audiences from your existing customer database. Additionally, if someone has already signed up, it is necessary to exclude them from the targeting to save ad spend and not annoy the consumer.
While writing your ad copy, landing page content, or images - be specific about the product and services you provide, who do you provide it for, and any geographical limitations. For example, Lead generation agency - B2B - UK, US, and Europe.
5) Validate leads before sending them to your CRM
As a salesperson, it is extremely frustrating to receive leads with invalid data. It’s a huge waste of time making calls to numbers that don’t connect or sending emails that bounce right back.
You have two tools to help with lead validation:
Lead form validation
Don’t allow people to submit incorrect data at the point of entry. For example, stop mistakes like firstname.lastname@example.org, allowing the customer to correct their email entry.
Backend lead validation
Frontend validation won’t catch everything. You can use lead validation APIs to check if mailboxes are active or phone numbers and addresses really exist. You could either block these leads from reaching your CRM or just use the data to optimise for quality.
Driftrock’s lead capture forms and lead sync does both form validation and lead validation automatically for you.