Moving down the sales funnel means securing qualified leads. Lead quality for B2B SaaS sales is a the cornerstone of healthy sales pipeline. From educating the prospect, to qualifying them in the sense of making sure both of you are a good fit for one another, sales will simply not happen with poor targeting and lead quality that is not so great from the start.
Unqualified leads are the ones that actually ghost you, so it’s important to focus on creating the ideal customer persona and what their actual business requirements are to tailor a solution accordingly. When you get a number of leads but none of them are right for your sales, the key is to focus on the quality and not quantity. Creating strategies to obtain interested prospects and potential buyers is a priority for the sales targets to be accomplished.Â
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Business leaders will want to upgrade their pipeline generation tactics for optimized B2B sales growth.That makes this process more efficient and strategic is filtering down and being selective in the pursuit of leads. This means saving more time and effort by using ways to rule out the ones that aren’t of premium interest or probably don’t need your solution or service, and hunting down leads that truly need you.
Improve close rates and return on investments with your B2B sales by making a strategy that involves a mix of refining your targeting and leveraging data to pinpoint and lock down likely successful leads that can turn into loyal customers and take your business goals to higher success levels. Here are some tips to upgrade lead quality:
1) Implement a Lead Scoring System
An effective way to achieve quality pipeline generation from the beginning of the sales funnel is by keeping a ranking system with numerical points that is based on a few key elements each lead must go through to qualify. To refine lead qaulity for B2B SaaS sales, many lead scoring systems models use up to 100. Determine what score qualifies a lead as “sales-ready.” This helps prioritize leads for follow-up.
The lead scoring system is a great pre- contact process to ensure that your leads are the right ones for your business goals. Key pre-screening elements used to evaluate lead scoring include demographics, company data and online behavior. Scoring criteria can depend on demographics like job title, industry and location. When you gather this data, deciding whether to proceed or not with a lead will start getting easier.Â
For example, if your ideal customer is a company located in the US, it’s probably best to rule out any phone numbers or zip codes that belong to other areas. After contacting them, based on how qualified they are from their answers to your questions, give them their score. In addition to that, In order not to get lost with calculating lead scores, you might want to start by creating a list of attributes from your existing customers information first, and base your scoring system on that.Â
Another scoring criteria that is crucial to the lead screening process is online behavior. This includes website engagement, email and social media behavior. Website visits, content downloads, email engagement. Its the user clicks and what kind of clicks that determine the priority of the lead quality. For example, how many downloads of the material? What emails do these leads open, demo emails or just the newsletter? How long did they stay on the website?
With creating the ICP, buyer persona and implementing a coherent lead scoring system, optimizing your company’s business needs will be an easier feat. Identifying the best leads according to these different strategies in obtaining the best lead qualification will enhance your sales funnel, which will set your company on the right track for excellent sales growth.
2)Work on the ICP (Ideal Customer Profile)
What does your most valuable customer look like? Once a sales representative or account executive is able to answer this question, your business is on the right track. Every company should have a list of all the traits, requirements and prerequisites of the accounts that will probably become a perfect B2B customer. The ideal customer profile encompasses many categories with factors to put in consideration for an account to make that list. The categories include firmographics and psychographics for B2B.
 Some of these factors include industry, revenue, employee count, geography, key challenges and tech stack. Once every category has been attended to, the sales ICP will emerge and will be ready to be targeted. Each element will guide to the next.Â
To focus on the right opportunities, identify the industry relevant to your solution or service type and why they need your product. Then filter down to where they are located, and why it’s important. Find out the best company size and number of employees, for example whether small businesses, startups or big enterprises need you ultimately and learn about the average revenue of these companies to make sure you later reach accounts that are financially capable of buying your solution. The ICP is countries, industries, company size and job titles. After collecting all the above information, see what are the key challenges, problems and pain points of this ICP, and check for what products they are already using and how you can crack your way in with your solution and connect with them.
3)Create The Absolute Buyer Persona
So the large framework of traits that creates the most suitable customer for your company is navigating you on where to head for your sales targets. But who do you target within these valuable accounts? for lead quality for B2B SaaS, this is when you’re going to take your next step in building your best lead look. Moving on to the smaller picture, it’s time to put together the buying persona. This is basically a sketch for the best character and job title to target within these ideal accounts that’s going to get you closer to closing.Â
Remember, sales is mostly all about people. Who you’re going to connect with, how and when. You want to present the sale to the person who has influence on decision makers and suffers from a problem in their occupation. Making a list of information like occupation, goals, challenges, and if they’re a decision maker or not and how you can help will lead you to the right person in the company. The more you get in detail and describe the situation of the buyer persona better, the faster your sales cycle will be.
So ultimately, making your lead quality premium needs a carefully put together plan to create a clear ICP, buyer persona and lead scoring system to create a solid framework that is coherent. Creating this framework will help target the best possible leads better, ensuring your business sales needs are being met more often than not.
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