As an inbound marketer, it’s easy to get excited about high rates of lead generation. Lead generation is what inbound marketing is all about after all, getting attention from people who could benefit from your product or service. In the State of Inbound 2016 report, 74% of inbound marketers stated that converting contacts into leads was their top priority.
You can generate hundreds of leads, thousands of leads, but only a small percentage of these will be ready and willing to buy. This is why we always say, when it comes to lead generation, always value quality over quantity.
Most marketers can agree on that. The quality of a lead is always better than the quantity of leads. However, this is where things start to get tricky. What makes a lead ‘quality’ is hotly debated between marketers and sales reps and is a major point of discord. According to the State of Inbound 2017 report, 59% of marketers believe they provide salespeople with very high-quality leads, but only 25% of salespeople agree. Obviously, marketers and sales reps are not on the same page. So, how do they get there?