#ManagedServices #LeadGeneration #LeadGenerationTips
Ultimately, we want the leads that convert, that are marketing qualified, that match up on geographic and size issues. And we want the marketing qualified leads that will be more likely to be more receptive to your content and become sales, ready to pass off to your sales team.
And we want those sales-ready leads that were a significant percentage of them become opportunities and ultimately clients and not just clients, but profitable clients. There are many interim metrics to look at to make sure that we’re focused on lead quality. It does all start with buyer personas, though, in terms of quality.
Generally, the higher the perceived value of your premium content offer that’s advertised on a landing page, the more information you have the right to ask. So, in other words, like when we do a simple one-page checklist, For ourselves or a client, you can request a couple of fields. A 30-page eBook or a 100-page eBook has much higher perceived value than a one-page planning checklist.
And you earn the right to ask for more information. If you’re inviting people to a one-hour webinar or a lunch and learn or something like that, you were in the right to ask for more information. If you’re doing something highly personalized on a one-on-one basis, like a needs assessment or consultation, or.
Or IT audit or something like that, or something along those lines, you earn the right to ask for more information. So generally, your ability to ask more qualifying questions goes up as the perceived value of that goes up. Asking those questions, too, is hugely important to help you segment the leads because the first cut on the leads is, are they qualified or not?
And by asking the right kinds of questions, you can determine that without necessarily having to touch every single lead. And then by the responses they give you, you bucket them by buyer persona or where they are in the journey. So the right quality starts with understanding your buyer persona and having valuable enough content on those landing pages, sitting behind those landing pages.
You earn the right to ask for certain kinds of questions and still have a decent conversion rate. But it needs to be focused, not just on quality but on quantity at the same time. One other side issue that we’re going to talk about in a few moments is the idea of having goals.
Having more leads isn’t enough. We need to be specific about how many more leads we want. Do we want 10 qualified leads a month? 50? 100? And it’s not just about being specific. We have to have a way to measure it.
It has to be something based on historical performance that we have a likelihood of being able to get to. It has to be meaningful and relevant to your company’s overall mission. And it has to be tied to a deadline. It has to be something where we say, okay, right now we’re getting one lead a month.
We want to get to the point that we’re getting 10 marketing qualified leads a month. By 12 months from now, when you put that date in your platform, your software, your calendar, and you hold yourself accountable to it. Everyone can say, I want more leads. Everyone can say, I want a hundred leads or qualified leads, whatever it is.
But if you don’t give yourself a deadline, how do you know that you’re working towards it? So again, to generate more of the right. Quality managed service leads. Make sure you invest in and creating, developing those buyer personas. Make sure you have great premium content that’s available for those buyer personas stuff.
That’s good sitting behind landing pages. Make sure you take into account the journey. So you’re not like the obnoxious car salesperson that only wants to talk to you if you’re ready to buy today and make sure that you’re holding yourself accountable to goals.