Striking a balance between Quality vs. Quantity in Lead Generation

A recent MarketingProfs survey, ‘Marketing ROI & Performance Evaluation Study’ reveals that 60% of marketers focus on ‘quality lead’ objectives, 40% primarily on lead quantity.

Leads are qualified based on the information available about them. Highly qualified leads are those whose direct contact information, decision maker classification, buying intent and current place in the buying cycle is known. Poorly qualified leads may be nothing more than a company phone number or email address.

While company to company focus will vary between quality and quantity, the key to maximizing your lead generation pipeline actually lies in striking a healthy balance between both.

Of course qualified leads are more desirable than unqualified, but unless your sales pipeline is full to capacity, you should work to develop new streams of unqualified leads and nurture them into quality leads as new information is gathered and buying attributes are uncovered. Marketers are best served by increasing the quantity of their leads and converting those to leads of higher quality.