Leads are like students. Just because they show up to class doesn’t mean they participate. Just because they have intentions doesn’t mean they act on them. Sometimes they’re just wasting air in the room. In short, leads require tailored communication and reassurance to convert their interest into a decision.
Leads have gained prominence in marketing realms, but they’ve become mere metrics. Indicators. Showing “we met our forecast.” So, how do you achieve quality leads?
Know the difference: Indecisive and the Almost Buyers
The world is divided into two: the indecisive and the doers. It’s a harsh truth, and it works the same way in advertising. It doesn’t mean it’s always like that; customer situations are constantly changing, and they can become indecisive even after making a purchase, and vice versa. Low-quality leads drain resources without yielding results compared to high-quality leads. They are divided into two: those showing interest but not ready to buy (MQL), and those who are just a click or two away from making a purchase (SQL). So, how do you know who is who? This is where a lead form comes into play.
Proper Lead Form
Regular leads just came to your website, but quality leads have already shown interest in your service or product and have arrived at the registration form. This is critical! The information you gather here will fuel future interactions. Customer needs vary, and to sell them something more personalized, you need to ask the right questions. Questions that enrich your data will lead to the highest quality sales in the future. For instance, if you sell running shoes, a data-enriching question could be: How many times a week do you go running? This helps us understand the wear and tear on the shoes, the customer’s activity level, and more. If they’re quality leads, they’ll answer a few short questions because they care about receiving something good. After a good number of people fill out the form, the data needs to be organized to gain insights.
Note
The survey can run for months, and you can also change it on the go with Knowy. Questions can change without deleting and changing everything from scratch.
Extract Insights from the Data
61% of marketers say that generating high-quality leads is their main challenge (according to HubSpot) Sorry Zuckerberg, I want my data. Outdated methods of cookies and third parties are disappearing from the world (rightly so, on a Saturday). Creating a dedicated form brings tremendous value. Not only is all the data in your possession, and you have room for validation, with your form, you can filter high-quality leads (remember SQL?).
Filtering leads will change how you treat customers and offer them a better value proposition. People like to buy and decide on their own. By giving potential customers the option to manage their buying journey themselves, businesses foster trust and engagement. TrustRadius found that almost 100% of B2B buyers want to manage their buying experience themselves.
Turn Them Into Customers (Up-sale & Cross-sale)
When I’m at a restaurant and the waiter brings me beer samples, I feel special. When he later suggests the most expensive steak because it goes well with the beer, i just enjoy it. So, you already have quality leads in hand. You have a database of answers and important data. After the filtering stage, it’s advisable to build tailored customer journeys, or even approach those leads directly if possible. The more precise and relevant the message is to the customer’s needs according to the survey, the more meaningful the leverage will be. Show them that they’re not just “customers” for you.
In the end
A good pool hit depends on how well you’ve set yourself up in the previous shot. Lead enrichment forms are beneficial for your future (near and far). If it’s organized data, audience painting, excellent customer experience, and sales; customers can interact with you on their terms. Until the sales team talks with them, they will be in the perfect position to start the conversation. Prioritize lead quality over quantity. This is the stage for growth and meaningful connections. By adopting audience-focused approaches like lead filtering, businesses can market with confidence and success.
Want help with lead nurturing? Just talk to us!