There are a lot of misconceptions about successful lead generation. For example, that more leads automatically lead to more sales. It doesn't. In fact, an inbox full of cold leads yields very little if they do not match your ICP profile. Do you really want to be successful? Then quantity and quality need to be in balance.
In this blog, we explain how to ensure the right balance between quantity and quality and why this leads to sustainable growth, an effective sales funnel and ultimately higher conversion from leads to customers.
Not every lead is a good lead
Sometimes 'leads' are wrongly identified as lead labelled. But even when you do speak of a lead, but the quality lags, it is a shame. That is why it is smart to lead scoring to apply, so you can qualify and prioritise leads. For example, based on behaviour (such as click behaviour and downloads), data (e.g. turnover and staff) and function (decision-makers versus orientators). Only leads with X number of points are forwarded to your sales colleagues.
Distinguish between MQL and SQL
Arrange your funnel so that an MQL (Marketing Qualified Lead) follows a different path from an SQL (Sales Qualified Lead). An MQL is at the beginning of the sales funnel, while the SQL is already in the middle or even at the end of the sales funnel. By differentiating and working with a clear funnel structure, you avoid selling too early to someone who is not ready, or responding too late to a lead who wants to buy now.
A/B testing with nuance
Optimising your lead generation campaigns? You do that by means of A/B testing. Think about different subject lines, e-mail formats or call-to-actions, but don't overdo it. Too many tests can cause confusion and disrupt your funnel. It is also important that you have enough recipients for AB testing. A real-life example: a customer wanted to include his price list directly in his first e-mail. The result? A disappointingly low response rate. We recommended a different approach, with a subtle and curiosity-inspiring line: "Would you like to spar about visibility in the Breda region?". This version scored significantly better, generated more conversations and a higher purchase intention. A small nuance with a big effect.
Feedback loop between marketing and sales
Marketing can generate so many leads, but without feedback from the sales team, you don't know if the leads actually convert. Our advice: Get continuous feedback from the sales team on which leads are good, which are not and why. With that feedback, you can keep adjusting and optimising where necessary.
Shift your focus to better leads
We can conclude that more leads is not necessarily better. Therefore, it is smarter to focus on better leads. Invest in lead scoring, work with a clear funnel structure, run A/B tests (with policy) and make sure marketing and sales keep communicating with each other about lead quality. Companies that apply this often see fewer leads coming in, but with a higher conversion rate. So the balance between quality and quantity is essential for sustainable growth and true sales success.
Have you our blog on increasing lead quality already seen? In it, we share six tips for increasing the response rate to your B2B email campaign.
