Having high-quality leadsis imperative for business-to-business (B2B) companies looking to drive revenue and scale efficiently. Without them, low-quality leads waste precious sales resources and result in poor conversion rates. Improving lead quality takes an intentional strategy across marketing and sales teams. The key is utilizing data solutions to better understand your ideal customers and hone your targeting through multiple channels. Combining these insights with an analysis of top competitors’ strategies will further set you up for success. Use this comprehensive guide for a deep dive into creating targeted content and enhancing B2B lead quality with the help of a business solutions company like Accutrend.
Intent data reveals the topics, issues, and products your prospects are actively exploring or planning to buy. This could include downloading an industry report, seeking pricing information, or searching questions like “Who are the top 10 providers of…”. Identifying and tapping into prospective customer intent is like discovering your leads with their hands up, saying, “I’m interested, tell me more!”
Powerful intent data solutions aggregate search queries, site behavior, and third-party signals to uncover accounts and contacts exhibiting different “buyer stages” of intent. For example, early-stage research versus late-stage evaluation and procurement. This enables your sales and marketing teams to:
- Identify 50-100% more of your “ideal” prospects exhibiting buying signals missed through traditional techniques.
- Break through the noise by engaging the right contacts at the right time with relevant messaging.
- Prioritize efforts around accounts demonstrating the strongest buying signals.
Gaining market and customer intelligence by analyzing your top competitors’ positioning, offers, and content development is vital for sales enablement and go-to-market strategies. Study their messaging, offers, content types and topics, and engagement strategies across channels.
Assess which content pieces and topics resonate most with your shared prospects by driving the highest download volumes and/or social sharing. Identify gaps where they may be missing the mark on topics your buyers care about. These insights allow you to:
- Create differentiated content and campaigns around their content gaps to capture interest
- Benchmark and optimize your offers against what prospects find most valuable
- Know the hottest buttons to push with customers based on competitors’ traction
Lead scoring allows you to categorize leads based on sales readiness using agreed-upon criteria like fit, interest, and buying signals. Common scoring factors include lead source, title, industry, company revenue, website pages visited, content downloads, recency and frequency of activity, and buying stage. Robust scoring provides sales context to effectively prioritize the leads most likely to convert.
Additionally, lead nurturing builds ongoing relationships with qualified prospects through valuable content that educates prospects, whether ready to talk to sales or not. Nurturing keeps your brand top of mind and accelerates sales cycles when prospects are finally ready to engage.
Misalignment between sales and marketing teams will make improving lead quality an uphill battle. Often, marketing teams struggle to get sales to follow up with new leads, while sales teams complain that the leads they receive are low-quality, resulting in wasted efforts.
Robust data solutions provide insights to facilitate alignment on what is and isn’t working while identifying process improvements on both sides. Ongoing tracking around lead quality factors, conversion rates by channel, sales engagement with new leads and beyond allows you to clearly see what’s moving the revenue needle. These analytics also fuel informed decisions around optimal sales and marketing resource allocation.
Additionally, many solutions today allow custom lead scoring criteria to be tailored to your unique business. Common scoring factors include lead source, recency, frequency of engagement, interest signals, and product or topic alignment. Aligning on definitions of a “sales qualified lead” and using data to score incoming leads equips sales to prioritize follow-up accordingly.
CRM and marketing automation platforms help companies efficiently scale inbound lead follow-up efforts. The right solutions will integrate tightly together, minimizing manual tasks for getting new leads accurately captured with proper context and routed to sales reps instantly.
Handoffs that require spreadsheets or emails back and forth create gaps that result in missed or poorly handled leads. Solutions leveraging real-time syncing, shared qualifying fields, automated assignment, and instant notifications eliminate these bottlenecks. Sales reps gain peace of mind knowing hot new leads aren’t being dropped.
Critical handoff details like lead source, website pages visited, engagement history, intent data, and lead score provide sales invaluable context for qualifying and engaging each new lead. Additionally, quickly categorizing interest levels and opportunity size allows reps to tailor messaging appropriately.
The most sophisticated platforms automatically sync back outcome data after-sales attempts to inform ongoing optimization. Understanding why leads convert or don’t convert accelerates decisions on areas needing attention—whether related to specific channels, campaigns, content offers, selling messaging, and more.
As you seek strategies to improve B2B lead quality, make sure you have an understanding of the latest B2B data trends. Get our expertise on the trends you should be looking out for.
Attempting fragmented or homegrown data solutions often requires more resources than an investment in proven technology and experts. The right partner serving as a dedicated data layer to “connect the dots” across sales and marketing stacks brings tremendous efficiency.
Rather than distracting sales leaders trying to make sense of dashboards or analysts tasked with complex data manipulation—having an automated engine eliminates heavy lifting. Partners like Accutrend align people, processes, and platforms around clean, accurate data. Our data-driven solutions layer on execution frameworks, analytics, and change management best practices based on real customer results.
- Efficient data solutions are essential for B2B companies to improve lead quality, requiring intentional strategies across marketing and sales teams to understand ideal customers and target them through various channels.
- Key strategies include utilizing intent data, competitor analysis for targeted content, lead scoring and nurturing strategies, sales and marketing alignment, and automating processes.
- Investing in proven technology and experts from trusted data partners like Accutrend brings efficiency by connecting sales and marketing stacks, eliminating the need for complex data manipulation, and providing clean, accurate data-driven solutions for accelerated growth.
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Accutrend is a privately held business solutions company that provides comprehensive business data solutions for companies across the globe.