Why I call BS on "low quality B2B leads" and what you can do to end the finger-pointing.

"Why I call BS on "low quality B2B leads" and what you can do to end the finger-pointing"

‍

There's no such thing as low-quality leads! It's a hoax and an excuse.

‍

Why are leads described as low quality? Usually, because something is not clicking in the demo or because leads are not closing.

‍

There are 3 reasons for this:

1. The prospect has not bought into your thesis and hence is not interested.

SOLUTION: make your thesis better and provide value.

2. The timing is off for the prospect, although there is interest.

SOLUTION: you need to improve your qualification process and understand when the timing is right. You need to make your offer more urgent and specific.

3. The prospect is not in your segment.

SOLUTION: make sure the sales team has briefed marketing correctly on who the prospect is; get your team better at qualification; CEOs need to be sure not to delegate to sales and marketing too early, before you are sure of the prospect yourself.

‍

Basically, it's about strengthening your thesis, value proposition and making sure your target market is specific enough.

‍

‍