If you are already taking advantage of social media to gather leads, you’re at the head of the class when it comes to online B2B marketing. But once you’ve generated a number of leads, whether from social media, your website, an email campaign, or a combination of channels, it’s vital to follow through with a lead qualification process to gauge their level of interest.
In a survey by Webs, 69% of respondents said they use social media in their business. If your company provides services to the business community, these business social media users are your potential customers.
But as you may have discovered, leads from resulting from your own marketing efforts can still be in early stages of the buying cycle when they find you.
The Case for Lead Qualification
Although 61% of B2B marketers immediately turn all leads over sales, only 27 % of these leads are actually qualified, according to MarketingSherpa.
What’s so important about qualifying leads, anyway? Why not just work with every lead we get? Doesn’t that increase the chances of making a sale? The more leads we talk to, the better our odds of eventually closing a deal, right? Here’s why lead qualification is worth the effort:
- Better leads make better clients. If you’ve ever worked hard to land a client who turned out to be more trouble than they were worth, we don’t have to tell you why this reason tops the list.
- Qualified leads are more likely to close, and less likely to be a waste of time for sales reps. If a business person is interested in learning more about a service, this doesn’t always mean they are in a position to make the purchase.
- Finally, it is simply more cost-effective to make sure the lead is ready and able to buy (or soon will be) before handing it over to sales.
The question that naturally follows is how to qualify such leads. Well, businesses that are adept at communicating with their target market via social media already have an excellent tool for lead qualification at their disposal. An upcoming post will provide details that you can incorporate into social media lead qualification process. In the meantime, check out this related post; Why Use Social Media to Qualify Leads.