Five steps for improving lead generation ROI

Basic points, but the one to emphasize is “follow up quickly.” Lead shelf life continues to be fleeting, and we can’t emphasize enough the importance of swift follow-up…

So how can companies make the most of their leads? Here are five steps for translating leads into ROI.

1. Validate leads.

Bad leads cost time and money. As such, it’s important to do whatever you can to validate leads before they reach your sales staff. From designing detailed-enough lead forms to using third-party services that try to verify contact information, there are numerous ways to reduce the number of bad leads you generate and to filter out the bad leads that slip through.

2. Score leads.

Not all leads are created equal. Some are hotter than others, and some have the potential to be much bigger than others. Establishing a methodology for scoring leads according to their potential is crucial to prioritizing leads and maximizing opportunity. 

3. Segment.

Scoring leads is important, but what you do with the scoring is equally important. Once you have scored a lead, consider segmentation.

4. Follow up quickly.

Although some leads will be hotter and more attractive than others, and thus worth prioritizing, any legitimate lead that you determine is worth responding to should be followed up as quickly as possible.

5. Ditch poorly-performing lead sources quickly and often.

Many companies spend too much time worrying about lead volume. Which is somewhat understandable: even though logic tells us that quality matters more than quantity when it comes to lead generation success, there’s something uncomfortable about a pipeline that doesn’t seem to be as plentiful as it could be.

iNeoMarketing‘s insight:

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