In recent years, an increasing number of B2B companies’ marketing departments are working on ” demand generation (creating sales opportunities).”
We have already covered the first half of the
Demand generation process, ” lead generation ” and “lead nurturing,” in a separate article, but this time we will explain the less obvious but still important “lead qualification.”
Nowadays, if you post useful information
Online, you can generate leads from people all over the world who are interested . In fact, many brother cell phone list companies have their own media and collect a large number of leads. However, in the case of B2B, the percentage of those who become customers is very low.
Furthermore, the leads collected do not only include potential customers, but also
Many leads that are not potential
Customers, such as employees of rival companies, employees of companies that want to sell guide to whatsapp api for hospitality sector (2025) something to your company, and people who just want to gather information for reference.
It is very important to analyze thoroughly and predict “which leads are likely to become customers” and decide the priorities for sales. In this article, we will introduce the importance and methods of lead qualification.
What is Lead Qualification? What it Means for Business
Lead qualification is the process of determining whether the leads you collect in your sales and marketing chine directory activities fit your company’s ideal customer profile ( persona ) and have the potential to become long-term customers.
To explain demand generation in conceptual terms, after ” lead generation (creating potential customers)” and ” lead nurturing (fostering trust with potential customers)”, it moves on to “lead qualification (selecting potential customers)”, as shown in the diagram below.
What is Lead Qualification?
However, in reality, the process is not as clearly divided as shown in the diagram. Creating a persona at the beginning of marketing corresponds to screening potential customers, and the company name and name that you ask the customer to enter in detail when downloading materials from the web are also part of lead qualification. In outbound sales, you can screen potential customers to some extent even during the first telemarketing call or sales meeting.
Although there are differences in the size of the frontier at the lead generation stage, they are the same in that they examine the leads that they have come into contact with using various indicators and determine the priorities of the companies to which they should make sales. As you know, your productivity will be affected by your ability to identify these prospects and where you allocate your sales resources.
A US survey found that approximately 73% of the leads that companies generate online are not at the sales stage, and approximately 50% have no intention of purchasing .
By narrowing down potential customers and making sales, companies can not only increase sales efficiency, but also avoid the risk of unnecessarily damaging their company’s image.