In B2B sales, a qualified B2B lead is a prospect that your company has deemed could become a potential customer based on the information they have willingly provided. Professionally qualified sales leads have met certain predetermined criteria that are unique to your company. A qualified B2B sales lead is also defined as a prospect that has a high likelihood of becoming a long-term, successful customer for your business.
Several things can help you draw more qualified leads into your pipeline, but two of the biggest are content marketing and lead nurturing (more on that later). For now, let’s talk about how content marketing can help you get more qualified leads. Content marketing is so powerful because it can either a) drive qualified leads on its own or b) give your sales appointment setting efforts the boost they need to engage more prospects.
- Drive leads with content marketing. Why wonder if someone could become a potential lead if you can just make them come to you first? Quality SEO content has the power to do this. By consistently pushing out content on your website, you can drive traffic and convert a visitor into a qualified lead. If a potential customer has deemed your services such a good fit for them that they chose to contact you, you skip the entire lead qualification process. Inbound leads are already warm, qualified leads. Once they contact you, it makes the job of a B2B appointment setter that much easier.
- Use content in your sales program. Content can also be used in your sales program to help boost your credibility or simply to make prospects engage with you more. People love content, whether it’s a piece of marketing collateral or a blog. Strike up a conversation about a piece of content on your website or send a case study that could be relevant to your prospect’s business. Any of these strategies can help you move a sales-qualified lead further along in the buyer’s journey, helping you to schedule more appointments and, therefore, close more deals.
Pro Tip: When outsourcing sales, don’t just look for an outsourced lead generation company that does B2B appointment setting. Look for a provider that also offers marketing services such as content development and marketing collateral design. While they’re all very different, lead generation services work together as a whole to be successful.