How to Define a B2B Lead

There has been much debate among B2B salespeople on what an inbound lead looks like. Is it someone completing a contact form? Downloading a case study? Signing up for your company email newsletter? With inbound leads to your B2B website, there are conversions that are more sales-ready leads and there are some conversions that require nurturing. However, all conversions from the website must be defined as leads, some are just more sales-ready than others—it all depends on where they are in the sales process. Let’s discuss the different levels of the sales and marketing funnel. Top of the Funnel Top of the funnel sales leads are passive leads coming from the website—visitors signing up for an email newsletter, downloading a piece of thought leadership content, etc. These conversions are coming from indirect.

With finesse, but they are still leads Email newsletter

Subscribers should not be contacted except through the ongoing email newsletter that they signed up for. However, visitors who download content like white papers, guides, resources, etc. need to be treated like viable, promising leads. Someone at your organization needs to be held responsible for nurturing and closing these leads. With content downloads, it is important to build a case of credibility through more relevant content. For instance, if a visitor Fabricated Metal Manufacturers Email List downloads a guide on selecting the right accounting firm, a sales or marketing person should manually follow up with content related to that original content download, such as a blog related to accounting best practices or an accounting case study related to the prospect’s industry. Middle of the Funnel Middle of the funnel sales leads demonstrate more buying intent than top of the funnel. These leads are website conversions like a case study download, video demo request, etc.

Worthy of a salesperson’s time! Reviewing case studies

Industry Email List

Are indicative that someone is seriously considering a sales discussion and your company is on the shortlist. In other words, The best way to follow up with a case study download is not to go right “for the jugular” and request a call. Instead, follow up with more content relevant to that prospect’s industry. In other words, Follow up with relevant blogs, example projects related to the industry, etc. Do not equest a call right away, wait at least 2 more emailsbe Country List a before requesting a call—unless the recipient requests one. Bottom of the Funnel Believe it or not, we have a tough time convincing salespeople that inbound leads are worthwhile. The bottom of the funnel website leads are website visitors directly requesting a consultation, phone call, office visit, etc. I will argue that these leads are superior to most other.

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