Qualifying leads seems like a straightforward activity. You find the prospects worth pursuing and let go of the ones who aren’t a good fit. However, it’s easy to get bogged down in the “maybes.” You could spend hours on leads who just wanted to learn more while serious prospects slip right by.
That’s why it’s so important to learn to qualify your leads faster, according to Brooke Weber. In a post on the Foleon blog, she says that the secret is to build smarter, more efficient systems that separate the tire-kickers from those who are truly interested in promo. We share her ideas for doing this in this issue of PromoPro Daily.
- Implement a clear lead scoring system. Weber says your lead scoring system should give every prospect a mark based on different factors (like a report card), so your team knows who deserves a callback now and who might need nurturing first. You could consider factors like demographics and behavioral triggers like email opens. You might also look at the source of the lead and whether it’s a referral, paid or organic lead.
- Use interactive content to pre-qualify leads. From quizzes to surveys, interactive content can help you collect valuable data while helping leads self-segment. The best part, according to Weber, is that you can tie these directly into your CRM to automatically tag and score leads.
- Segment and automate early engagement. By automating, you can help your team focus on the conversations that matter most. For example, you could send leads tailored welcome sequences based on interest or behavior. Weber says you could also route warm leads to sales and cold ones to nurture flows.
- Qualify via conversational marketing. It’s OK to qualify a lead by asking, Weber says. Conversational marketing tools like chatbots and live chat let you capture lead intent in real-time and route hot leads directly to a rep or calendar booking. Unlike static forms, chat often feels more natural, which buyers love.
- Use the power of social media. LinkedIn, Instagram, Facebook and even TikTok are full of possible customers, Weber says. You can use their algorithms and features to gauge interest and start meaningful conversations. Learn to listen on social media. Don’t use it just to showcase promo—use it to offer a reliable solution to real challenges at the right moment.
Qualifying leads faster isn’t about cutting corners. Instead, it’s about saving yourself from the endless loop of chasing the wrong leads and missing the right ones.
Compiled by Audrey Sellers
Source: Brooke Webber is a marketing strategist who contributes to the Foleon blog.
