Strategies to Generate More Sales Qualified Leads

By Binary Demand - Last Updated on November 15, 2022

Sales Qualified Leads (SQLs) are valuable; they are at the heart of any company. Why? Because they are the kind of leads, the sales team can woo and convert into high-paying clients. However, the road from an unqualified lead to a sales qualified lead is arduous. You ask, why?

  • Research shows that 96% of people visiting your website are not prepared to purchase from you.
  • Another survey found that just 44% of marketing qualified leads are suitable for sales.

This means that you will have relatively few sales-ready leads when you move your website traffic through the marketing funnel. Don’t be overjoyed if thousands of leads come into your funnel because, at the bottom, there will only be leads who will purchase from you.

But there is no need to worry. Let’s understand what sales qualified leads are. We will also deliberate on some of the best sales qualified lead strategies that can fill your pipeline.

SQL in Brief

SQLs are leads that are prepared to be reviewed by your sales team. As a result, any leads that show the eagerness to learn more about your product or solution or connect with the sales team to know more are sales qualified leads.

However, your lead scoring system will determine whether a Marketing Qualified Lead (MQL) will be deemed a SQL. Lead scoring is a ranking method that assesses a lead’s suitability to become a potential customer. Every firm establishes unique lead scoring criteria depending on its internal and external dynamics.

Generally speaking, businesses use two forms of lead scoring systems, BANT (Budget, Authority, Need, and Timing) and CHAMP (Challenges, Authority, Money, and Prioritization). Here are a few professional sales qualified lead strategies that can boost the proportion of SQL generation in your funnel.

Implement lead scoring after careful thought

Lead scoring is a crucial step toward SQL. High Qualified Leads cannot be identified or nurtured without an undefined lead scoring system. Start by creating a lead scoring system. And to do this, gather as much information as possible about potential customers. Build a buyer persona to understand your customers better.

A buyer persona will help you categorize your ideal customer based on job title, income, gender, age, location, etc. This data will help you determine a lead’s readiness to purchase from you. After gathering sufficient information about your potential consumer, you can start thinking about criteria that can help make a lead your perfect sales material.

For instance, if a lead downloads your eBook, it means they’re interested in your product. However, this doesn’t mean they’ll purchase from you. But if that person contacts you after downloading your eBook, they might be interested in buying your solution.

Consider using an automatic lead generation solution to make your lead scoring efficient. Lead generation software parameters can be set to locate high qualified leads. In this manner, when a lead is ready to make a purchase, you will get notified instantly.

Create targeted content for each funnel

Content marketing is one of the best ways to nurture your leads at any level. However, creating content relevant to a lead’s position in the sales pipeline is essential. Each piece of content has a unique intent and engagement value. You may quickly generate more sales qualified leads by producing appropriate content at the right time.

For instance, blogs are a great way to spread the word about your product. You can write engagement or how-to blogs to inform and retain your potential clients. Contrarily, the most effective technique to convert MQLs into SQLs is through case studies.

The best sales qualified lead strategy is to create a content marketing strategy for every sales funnel stage. Therefore, keep a comprehensive content gallery of varied elements like case studies, blogs, or events on your website.

Tap into Your MQL’s Intent Data

As it is known, marketing qualified leads are converted into SQLs. To increase the conversion rates, businesses can use buyer’s intent data to gain insights about the MQLs. This will also facilitate the creation of funnel-specific content and lead to a better lead scoring system.

Intent data offers crucial insights into the online behavior of potential customers. For instance, the web pages they visited on your website, the kind of content they looked for on the web browsers, and what similar brands’ websites visited by them, among others.

Armed with intent data, businesses can target people looking for similar products or solutions as yours. This category of people know about your product or solution. Hence, the sales team can reach out to them and use various strategies to convert them faster.

Intent data can also help with the following:

  • It can give a push to your Account-based Marketing strategy by allowing you to target relevant and high-value accounts.
  • With intent data, companies can prioritize their leads on the basis of conversion readiness.
  • Intent data also offers insights into the kind of content targeted customers like and help you create content marketing strategies.

Collaborate with others

Sales Qualified lead generation strategy is best suitable for B2B and SaaS companies. This strategy allows businesses to partner with other companies, consumers, and even the staff to target more people.

Collaboration with other businesses is not a recent lead generation strategy. For ages, corporations have been collaborating with non-competitive brands and influencers. Therefore, this time-tested strategy can be used by businesses to connect with various users to enhance brand awareness and broaden your lead qualification range.

Here are some strategies for working with others:

  • Case studies are an excellent approach to connecting with your clients and reaching their audience.
  • Podcasts and webinars can be used to connect with other non-competitive forces in your domain.
  • Live events are another way to connect with potential clients directly.
  • You can connect with someone on a different platform where you do not have much reach. For instance, you might work with Instagram influencers to increase your reach on Instagram if you don’t already have a sizable following on the platform.

Follow-up with the leads

Perhaps the most important step toward seeing more SQLs is to follow up. You have a potential customer! Avoid allowing that interest to slip away by being slow to follow up.

Start with marketing automation campaigns. People who have opted-in to gated assets can be directed to their next step with the help of weekly nurturing emails, monthly newsletters, and a sales drip (what we call next-step emails). With each email, you further demonstrate your company’s value in resolving their issue and give potential customers a way to get in touch.

Include your sales team in this bottom-of-the-funnel activity as well! Often, a personalized message from a motivated salesperson can give an extra push to the MQL to move to the next stage, express interest, and convert into a SQL.

Also, keep in mind the impact of that memorable phone call. B2B decision-making is infamously high-touch and slow. There’s a lot of information at your disposal; share them with the prospects by giving a call to the MQL. This not only gives you a chance to qualify MQLs but also offers another chance to demonstrate how your solution may address your prospect’s issues. It’s all right if you cannot connect with someone; just leave a voicemail and try connecting again later. It is said that in B2B marketing, a lead must be converted eight times on average. However, most businesses follow up only four times. You must have got your answer as to why MQLs do not convert.

Here are some simple things that you can do to increase the number of SQLs–

  • Make use of your MQLs intent data, which can provide helpful information on the online behavior of your target audience.
  • Take the help of automated marketing solutions like Customer Relationship Management (CRM) software that helps in collecting data, tracking performance, and other processes.
  • Streamline your sales and marketing teams for collaborating databases to create an ideal buyer persona.
  • Create occasional events that help you generate more leads in one go. It is a great way to attract new people and those who aren’t looking for anything.
  • Start using SEO tactics that can help you improve your rankings and traffic from search engines. Long-tail keywords are one great option that may have a lower search volume but higher conversion rates.
  • Last but not least, don’t bombard your prospects with constant emails. Let them know about the subscribe option but don’t spam them.

Wrapping it up

The secret to a prosperous business is a sales qualified lead. Finding out what your consumers want and giving it to them is the only way to ensure that their interaction with your business is as positive as possible.

So, have you established a plan for generating sales-qualified leads yet? If not, feel free to contact Binary Demand, and we can help you develop a successful SQL generation strategy. Depending on the needs of our clients, we frequently combine several SQL methods to provide more qualified leads.