Sales Lead Quality Over Quantity for Marketers

Generating leads is crucial to building a strong customer base and driving revenue. However, not all leads are created equal, and improving the quality of your leads is essential to achieving success. In this post, we will discuss the top four ways businesses can improve the quality of their sales leads and increase their sales revenue in 2023.

Targeted Marketing

One of the most effective ways to improve the quality of your sales leads is to deliver impressions, in as many marketing channels as your budget allows, to the most targeted, modeled or niche prospect audiences who have the highest probability to buy from you. Casting the widest net will capture a lot of small fish, but by intentionally casting your net to a smaller but more targeted audience, you can net high-quality leads that are more likely to convert into customers. Also, a positive side effect of being more targeted is that your campaign metrics/reporting will achieve higher engagement and conversion rates.


By personalizing your marketing messages to segments of the targeted audience, you can create a more engaging and memorable experience, which can increase the likelihood of them becoming a high-quality lead. Personalization can be achieved through various methods like email campaigns that show images of product recommendations, personalized landing pages that welcome the individual by name and show personalized product recommendations.

Utilize Marketing Automation

Marketing automation tools can help to streamline your lead generation and nurturing processes and ensure that prospect customers are receiving relevant content and communication at the right time. It’s also the best way to automate the lead qualification processes and lead scoring. Lead scoring can be achieved using demographic data, engagement behavior, lead source and scoring the lead when it comes in based on their activities just before they submitted any of their information on a web form. Lead scoring helps businesses identify high-quality leads and prioritize their sales efforts accordingly. Automating these tasks frees up your sales team to focus on building relationships and closing deals, while still ensuring that leads are being nurtured and moved through the sales funnel.

Figure 1 Sample of Lead Scoring in a Marketing Automation Platform

Continuous Improvement

By continuously analyzing your sales and marketing leads in a consistent cadence, you can identify areas of improvement and implement changes to improve the quality over time. Perhaps an online form needs a data collection field to have formatting conditions so all phone numbers collected have the same format regardless of how it was input, or maybe the email address field needs validation that it is a real email address and not erroneous (ex. Once any data collection quality issues are resolved, focus on improving conversion rates, lead-to-customer ratio and customer lifetime value. Sometimes, it’s as simple as adding new content that educates the prospective customer a bit more before presenting a conversion form or asking for a sale.

Improving the quality of your sales leads is critical to the success of your business in 2023. By leveraging data-driven targeting strategies, personalization, marketing automation that includes lead qualification processes, and a regularly occurring audit of leads to identify areas of improvement, you can ensure that your marketing efforts are focused on the most promising leads and increase the likelihood of conversion.

Jenny Lassi • March 22, 2023

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