Leverage your leads! What is lead qualification?

There are many different types of leads. In the past article “
”,

1. After “lead generation” has been carried out, an activity called “lead nurturing” is carried out to develop customers through communication via e-mail etc.
2. Beyond that, there is “lead qualification” and “lead nurturing” to narrow down the search to more promising customers.

I briefly explained the steps.

This time, let’s take a look at “lead qualification,” which is one part of “lead nurturing.”

Marketing results are determined by lead qualification! ?

The processes that make up marketing are broadly divided into “lead generation” and “lead nurturing”, but there is also a way of thinking that they can be divided into four parts.

1. Lead generation (acquisition of prospective customers)
2. Data management (organizing data)
3. Lead nurturing (nurturing potential customers)
4. Lead qualification (narrow down potential customers)

“Lead qualification” is


the process of selecting those who are likely to become customers


.

Considering that it is handed over to the sales department after lead qualification, it is positioned as


the final process in the marketing flow


.

For this reason, some people think that the “lead qualification” process is the most important.

What is lead nurturing?

As we explained in

the explanation of the meaning, methods, and four processes

, it takes a relatively long time in corporate sales to acquire customers, and there is data that shows that only about 15% of customers convert into new projects. Therefore, most leads do not turn into deals right away. Please keep that in mind.

In other words, attracting customers alone cannot produce results.

In BtoB marketing, where the flow from management to training tends to be important, “lead qualification” can certainly be said to be a showcase of the marketing department’s skills.

If you can accurately narrow down prospects with a high probability of closing and hand them over to the sales department, it will directly lead to sales.

Related articles

What is the “lead qualification” method?

Since it is a part of “lead nurturing”,
As mentioned in
, common examples include email, phone calls, seminars, and retargeting ads.

For prospective customers who have taken action, we provide in-depth information and communicate with them on an individual basis to find out what are the bottlenecks in purchasing products or introducing services, and what level of interest they have.

Then, create a database of that information.

When creating a database, marketing automation (MA) is useful.



The key is to be able to accurately judge purchase intent and hand over the product to the sales department at the optimal time.

In addition, in organizations where marketing operations are segmented, we have introduced inside sales, which is responsible for performing everything from lead nurturing to lead qualification required for handing over to the sales department. I’m doing it.

Although this in-house sales system was born in the United States, there are companies in Japan that have introduced it, and the need for it has steadily increased in recent years.

▼ProFuture’s communication support menu with prospective customers

summary

◆“Lead qualification” is the process of selecting those who are likely to become customers.

◆

Through emails and telephone calls, we find out the points that are the bottlenecks for prospective customers to purchase products or introduce services, and what level of interest they have, and then create a database of that information and sort it out.

◆Our mission is to accurately determine the purchasing intentions of prospective customers and hand them over to the sales department at the optimal time.