Ankit operates an initial-stage startup and runs a lead-gen campaign through which he generates nearly 1000 leads weekly. However, out of those, he is able to connect with only a couple of them and convert one or not even that.
Here, Ankit is stuck between the quantity and quality of leads. He is generating quantity. However, the quality of leads is poor. Thus, he only wastes time attempting to connect with leads and scheduling one-to-one appointments. The key to his problem is balancing quantity and quality. As a B2B lead generation company in India, DemandFluence explains how he can do it.
The above isn’t confined to startups but is a common concern with established companies. Generating thousands of leads for a campaign can delight every business owner. But often the joy proves short-lived when the entrepreneurs discover they cannot convert any. Balancing quality and quantity requires some workaround. But it is possible with the right guidance and the following tips.
5 Tips to Balance Lead Quantity and Quality
While dealing with lead generation, every business must focus on quality rather than quantity. Accordingly, here’s what you can do.
1. Know Your Target Audiences
While producing quality leads, you must focus on the audience’s pain points and decision-making process to generate more targeted messages. For instance, a real estate company can leverage the high apartment prices in a particular location and how its affordable homes address the problem.
On the other hand, quantity also matters in identifying opportunities across a broader horizon. To do so, you can use tools to create buyer personas and cast a wider net while ensuring your efforts stay targeted and focus on relevance.
2. Work on Your Content Strategy
Premium content focusing on your ideal buyer’s needs and challenges will generate a much better, more relevant, and more conducive response. You can fulfill their content needs with informative videos, whitepapers, research documents, personalized emails, and more. Now, when you talk about quantity, your generic efforts may include publishing content across various platforms, including social media, etc., and attracting more users to your offerings. It can involve writing blogs, sending email newsletters, and updates via social media.
3. Use Analytics
This involves identifying the quality of leads based on their level of interaction. For example, analytics can help you track the interaction journey of a lead so far. The lead visits your website through Google, spends some time on your website, fills in the contact form specifying the service like b2b lead generation they want, and also downloads the free whitepaper you’ve uploaded on your site. You can term this a high-quality lead as they’ve expressed interest in various ways to connect with you.
While dealing with quantity, you can leverage automation tools to target a broader pool of leads. For example, it can include running an automated email campaign and continuing attempting to connect with those who come closer to your business by clicking on CTAs or filling up contact forms.
4. Establish a Lead Scoring System
A lead scoring system helps you determine the quality of a particular lead, enabling you to prioritize the latter depending on their likelihood of conversion. As a result, the sales team focuses on leads that matter the most. However, that doesn’t mean the low-scoring leads don’t hold importance. While focusing on high-priority leads, you must continue nurturing the others. The latter may require making an extra effort and being patient until they reach the engagement phase.
5. Optimize the Strategy Continuously
Lead generation is a continuously evolving phenomenon. Accordingly, you must regularly analyze lead quality and refine your strategies. Additionally, you can scale what works best and generate more leads. Nevertheless, while doing so, ensure the leads don’t lose relevance.
If you are facing challenges like Ankit’s startup, the above can help you get started. But since lead generation can get complex, partnering with a company like DemandFluence, one of the top lead generation companies in India can help you perform better. Please connect us at hi@demandfluence.com to learn more.
