How to Generate Qualified Leads in 10 Lessons

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73% of the leads you generate from your website are not ready to buy.

A lead is therefore not necessarily yet interested in your product/service but has shown you that they have a problem and are actively thinking about how to resolve it.

To optimize the chances of converting your leads into customers and therefore generating return on investment with your lead generation strategy , it is essential to generate qualified leads.

A qualified lead is a lead that matches the profile of your ideal prospect: a qualified lead has all the characteristics to become one of your best customers.

Prerequisite #2: To generate qualified leads, you need to understand the buyer’s expectations
Why is it essential for your business to generate qualified leads on the Internet?

90% of B2B decision-makers never respond to a sales prospecting call. In addition to that, 61% start their purchasing process on a search engine.

B2B lead generation stats
These two statistics should be enough to make you understand why generating morocco email list qualified leads on the Internet is a crucial issue.

The B2B buyer conducts between 65 and 90% of their purchasing decisions alone, mainly on the Internet.

If you don't do everything you can to attract and retain their attention on the web, you're giving your competitors a free hand.

Today's B2B buyer expects a company to guide them in their purchasing decisions. Selling is outdated.

The buyer wants you to adopt a more altruistic approach and offer them high value-added content on the Internet to help them understand their problem and answer the questions they ask themselves throughout the purchasing process.

If your salespeople continue to cold call, door-to-door or even at trade shows, they are ignoring this major expectation and it is therefore quite natural that they are constantly faced with refusals.

Generating leads online is no longer an option. It’s a must.

So how do you generate qualified leads? Here’s the detailed process in 10 lessons.

1. To Generate Qualified Leads, Work on Your Personas
A Persona is a representation of your ideal customer.

Working on your Personas involves identifying the essential characteristics of the perfect customer. We are talking here about demographic characteristics but also behavioral characteristics.

To go further, I recommend that you consult our 4-step methodology for effectively creating your Personas .

To generate qualified leads, it is essential to define what makes a lead a qualified lead.

The mistake to avoid here is to work on your Personas alone. The work of Personas concerns both Marketing and the sales department.

Sales is the one you generate leads for. Sales has a very clear idea of ​​what makes a good lead and what makes a bad lead, so it’s crucial to factor that into the thinking.

2. To Generate Qualified Leads, Understand the Purchasing Journey
To generate qualified leads on the Internet, it is essential to understand your target's purchasing journey.

For what ?

If you want to generate leads on the Internet, you need to attract the attention of your target audience by offering them high value-added content.

High value-added content is content that addresses the issues your Personas encounter and answers the questions they ask throughout this purchasing journey.

Buyer journey: the length of the sales cycle - Inbound Marketing
By analyzing this illustration of the purchasing journey, you naturally understand that the expectations and questions of your target vary depending on whether they are in the Awareness, Consideration or Decision phase.

To generate leads, you need to determine what expectations and questions your target audience has at each stage of the purchasing journey and how they learn about these topics.

3. To Generate Qualified Leads, Identify the Right Keywords
To generate qualified leads, you first need to attract visitors to your website.

We have just seen that for this, you must offer content that brings value to your target. But that is not enough: your content must be visible in search engines.

We saw in the preamble that 61% of B2B decision-makers began their purchasing considerations on a search engine.

If you want to grab their attention at this stage and generate leads, you absolutely must optimize your content with the keywords they use.

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4. To Generate Qualified Leads, Define Your Content Strategy and Write
Creating content to generate qualified leads cannot be improvised.

I regularly meet companies that have generally understood how to generate leads on the Internet but who clearly lack the regularity and organization to do so successfully.

You need to write content regularly and cover the entire buying journey to generate as many qualified leads as possible. It is also a prerequisite for converting your leads into customers.

To create content effectively, it is essential to work on a documented strategy including your editorial line – the themes you will cover and the formats – and a publication schedule.

The key word here is documented strategy. All studies agree that companies that have a documented strategy generate more qualified leads than a company without a strategy.

From then on, you can take your finest pen and start writing.

5. To Generate Qualified Leads, Offer Content to Download
If you follow the first 4 lessons to the letter, you will undoubtedly succeed in attracting visitors to your website.

Having visitors is good, but if they leave as quickly as they came, it will have no benefit for your turnover.

To generate leads, you need to encourage the most qualified visitors to leave you their contact details and tell you a little more about their problem and their context.

This is where things get tricky.

Your customers are not fooled. To convert your visitors into leads , you must convince them to take action by offering them an attractive reward.

In this approach, you must offer readers of your content the opportunity to take their thinking further by downloading a more complete document or one dealing with a related subject.