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Struggling with Inbound Lead Quality? 5 Tips from 50 Years of B2B Marketing Experience
Struggling with Inbound Lead Quality? 5 Tips from 50 Years of B2B Marketing Experience
Inbound lead conversion is always one of the biggest concerns for marketing and sales departments. We’re constantly looking for new ways to maximize lead conversion but typically struggle with poor lead quality, even as the conversion numbers increase.
With a combined 75 years creating B2B data companies, leading sales at B2B data companies, and buying B2B data for growth companies, listen in while SalesIntel’s James Lamberti and Alleyoop’s Gabriel Lullo unpack a practical approach to improving inbound lead quality.
Discussion topics
Operationalizing a clear, quantifiable ideal customer profile definition using both account and contact data
Deploying scoring models that leverage the four types of data now available to GTM leaders (and not just marketing activity response data)
Distinguishing between lead quality and readiness to buy
Simplifying data points to accurate forecast and track ROI
Key Takeaways
Get your SOM (Service Obtainable Market) and ICP (Ideal Customer Profile) to match. When going after leads, focus is critical. Don’t waste your time focusing on a huge TAM (Total Addressable Market). Get in the weeds and spend some time looking for those opps that are really aligned with your business.
Intent data is a CRO’s best friend when mined and surfaced correctly by marketing.
Scoring matters for a couple of different reasons. First, scoring allows for you to prioritize accounts. And second, the scoring exercise allows you to remove bias from ICP conversations. For example, recency bias can often drive us to favor our latest deals, but the aggregate data may show us something completely different. It may still be correct to focus on the more recent deals, but it is a conversation that needs to be had with the entire GTM team.