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What Does a Qualified Lead Look Like?

Posted by Synchronicity on Oct 5, 2017, 9:03:00 AM

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Here at Sync, we’re experts in producing qualified leads for our clients.

But what does that mean, really? What makes one lead more “qualified” than another, and why does it matter?

 

Let’s talk about qualified leads.
Ever heard of warm vs. cold leads? For salespeople, warm leads are those that are “preheated.” They’re easier to make sales out of because they’re not “cold,” that is, requiring salespeople to totally start from scratch. Qualified leads are the digital equivalent of warm leads.

Here’s the thing: “Qualified Leads” come in all shapes and sizes. And there are variations! There is such thing as a barely-qualified lead and a super-duper-qualified lead (non-technical terms, of course.) What your business considers qualified may be entirely different at another business. 

Levels of Qualified Leads
The whole point of creating qualified leads is to bring customers who are further down the purchasing funnel to the sales team for closing. A qualified lead is – very generally – educated, initiated, and interested in and about your business.

At some companies, leads are scored. Scoring leads is at the same time objective and subjective, and it’s really only productive when it’s done very consistently. Lead scoring works best when it’s a process integrated within a digital management platform like a CRM; it’s not the kind of thing you want to do on an ad-hoc basis.

How does lead scoring work? Well, let’s say someone downloaded an informational eBook off your website then called into sales and left a message. That’s a pretty qualified lead! They might be scored an 80 out of 100…that makes them a relatively high priority for sales. Conversely, someone who opened your email newsletter but took no further action? They’re a little qualified, yes, but not all that educated, initiated, or interested…yet. They get a 20 out of 100.

What Does a Qualified Lead Look Like at Your Business?
That question has an answer unique to your company. First, it depends on who your customer pool is. Are your customers generally industry-educated and up-to-date on what’s trending in your field? Or are you offering something so new that your entire customer pool should be educated and initiated before they would even consider becoming interested?

In general, the signs of a qualified lead might include…

  • Downloaded informational content from your website or watched a video you put out
  • Visited your website (particularly specific pages/multiple times)
  • Added their contact information to your sales and marketing list
  • Have shown interest in other tangentially-related industry businesses or content

That’s just the tip of the iceberg. Determining what qualified leads look like for your business can also be an exercise in corporate archaeology. Do some digging about where past sales came from…how did the customers who previously closed behave? Start building your qualified lead checklist from there.

Lead qualification can be a complex process, but it’s worth it in the end. In today’s business climate, data is power.

How can Synchronicity help your business identify and initiate qualified leads?
We have a few ideas.

Reach out to us today to find out more.

Tags: Lead Nurturing, lead generation