Quality Lead Generation: The Quantity versus Quality Debate

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Quality Lead Generation

• The Quantity versus Quality Debate

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Quality Lead Generation

• When it comes to quality B2B sales lead
  generation, marketing and sales teams tend to
  focus on generating large quantities of
  opportunities. The more the better is often the
  philosophy. But, experience has taught us that
  isnt always the case. The ideal situation would
  be to have the best of both worlds lots of
  high-quality leads.

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Quality Lead Generation

• But, quality lead generation requires a
  significant investment. A cost trade-off often
  exists with degrees of lead quality. Highly
  qualified leads will include very detailed
  information about the opportunity, access to the
  decision-maker and the level of interest. On the
  other hand, an unqualified lead might be no more
  than a contacts name and phone number.

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Quality Lead Generation

• So, would it be better for you to have a high
  volume of names and phone numbers, or a smaller
  number of well-qualified sales leads with lots of
  details about the specific opportunities? It
  depends on your type of business. In many B2B
  scenarios, quality versus quantity is more
  beneficial. However, each company must identify
  their ideal prospect, then establish quality lead
  generation programs to reach them.

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Quality Lead Generation

• In addition, determining the best course of
  action for quality lead generation depends on
  your available budget. As you can expect, it
  costs more money to generate quality leads. You
  have to know your prospects well and communicate
  to them with well-targeted messages of interest.

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Quality Lead Generation

• The broadcast methodology casts a wide net
  across a large number of leads. These leads will
  have varying degrees of interest in the companys
  solutions. With a focus on quantity, broadcast
  techniques want to get the message out to as wide
  an audience as possible. Based on statistical
  sampling, some qualified prospects will rise to
  the surface.

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Quality Lead Generation

• An example might be a company setting up a booth
  in a high-traffic, public place like at a
  sporting event. They may give away t-shirts to
  thousands of passer-bys. But, when all is said
  and done, only a small number of these leads will
  be genuinely interested in the companys product.
  And, even fewer yet may culminate in a sale.

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Quality Lead Generation

• Focusing more on quality lead generation, the
  concentration methodology finds significant
  concentrations of qualified prospects. For
  example, a technology company may exhibit at a
  trade show. Since theyre involved in the
  related industry, the trade show attendees will
  be somewhat pre-qualified. When they visit the
  companys booth, the sales staff can qualify them
  further by collecting pertinent information.

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Quality Lead Generation

• A sound strategy for quality lead generation in
  many companies is to combine both broadcast and
  concentration methodologies. Companies should
  train their marketing and sales staffs to focus
  on their industry using a concentration approach
  to find qualified prospects. Then, they need to
  broadcast to all prospects within this
  concentration.

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Quality Lead Generation

• Although strategies, processes and practices
  exist for quality lead generation, theres no
  single right answer that will apply to all
  companies. How you go about generating leads
  will be specific to your business. You need to
  take into account your industry, company size,
  sales staff, market share, strengths, weaknesses
  and numerous other factors that will impact the
  direction you take. Evaluating lead generation
  options and aligning them with your company will
  help determine the best approach for securing
  qualified prospects.

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About the Author

• Larry Fleischman is Director of Marketing for
  Televerde, a leading B2B provider of sales
  pipeline development solutions. For more
  information about Quality Lead Generation, visit
  http//www.televerde.com/solutions/qualified-lead-
  generation today.