How to Improve Lead Quality Using Hushly Software

Generating leads is like going fishing.

When you fish with a net, you will capture the most fish in the least time. But how many of those fish are quality?

You won’t capture nearly as many fish when fishing with a rod. However, you have more control over the fish you attract. You can customize your bait, time your fishing outing, and choose areas where the fish you aim for reside. As you fish, you can also examine each catch individually and release those you don’t want so you only take home the highest quality catches.

Hushly’s platform, like fishing with a rod, allows you to target and capture those high-quality leads to reduce your marketing spend, increasing your ROI.

What Is a High-Quality Lead?

High-quality leads can fall into different categories, including:

  • Leads showing a high, genuine interest in your products.
  • Leads who are close to making a purchase or expressed a readiness to commit.
  • Leads matching your ideal customer or existing customers.
  • Leads with authority within a target business to make a purchase decision.
  • Leads with a need you can solve.

All these characteristics have one commonality: these leads have a high probability of conversion.

Why Does Quality Matter Over Quantity?

Lead generation and conversion is a numbers game. If you run a campaign that generates 1,000 leads but only 10 leads convert, your conversion rate is 1%. However, more leads will turn into conversions if you focus on quality. So, you may only need to generate 100 leads to see 10 conversions. Focusing on quality also helps you beat the competition as you won’t be fishing from the same pond and competing for the same leads as you can focus on a niche market.

B2B companies refer to this method as account-based marketing, focusing on a handful of high-quality accounts rather than a wide net.

Account-based marketing works best when you have high-value products and services. Because each conversion equals a higher sale, you can offset marketing costs with just a handful of conversions. Therefore, you can invest more time and money into each account.

When you focus on quality leads from the start, you reduce the chances of wasting valuable time and resources trying to convert leads with little to no interest in purchasing from you. You also reduce the number of leads who provide fake or junk email addresses.

You don’t need to perform account-based marketing to target leads and focus on quality leads.

Hushly’s software now brings similar power to all your marketing efforts.

Image from OUTFUNNEL

5 Ways to Improve Lead Quality

Learn five ways to find quality leads and how Hushly’s software simplifies this process so you can raise your lead quality to waste less time and boost your ROI.

1. Verify Email Addresses

Email addresses are the single most crucial part of a lead generation form. You can generate enough information from an email address that Hushly offers microforms that only require an email.

However, emails aren’t always accurate.

Sometimes, it can be a user mistake. Leads may quickly input information and mistype the info. Other users may input fake emails or junk addresses they provide to avoid an overwhelming number of marketing emails.

Whatever the reason, emails can quickly become useless, but you still end up paying for those leads or spending money nurturing dead-end leads.

To prevent this from happening, Hushy verifies leads. That way, you only pay per lead and can rest assured each email you pay for connects to a legitimate account.

We also verify emails to identify business accounts. Emails that use generic domains, like a Gmail account, is much less likely to be legitimate business email than one that uses the business’s domain name.

2. Audit Data

Information constantly changes. Your leads may leave their role as a decision maker, or email addresses may change. However, contact information is just the surface. Leads may also change their needs or interest level. Someone who expressed interest might have already bought a solution elsewhere.

On average, lead data is outdated within 30 days from when you collected it. Therefore, you must audit and refresh your leads list once a month to ensure you’re working with the most updated information and fresh leads.

Audits help you identify incomplete or incorrect information, combine any duplicates, update contact information, and delete stale leads.

3. Incorporate Lead Scoring

On average, 96% of website visitors aren’t ready to purchase. Many of those visitors aren’t even qualified to buy.

So, how can you know which leads to focus your time and energy on?

Hushly’s lead scoring software identifies the highest quality leads, so you know where to focus your marketing budget and time. A lead scoring process assigns positive or negative scores to leads based on demographic, firmographic, or behavioral characteristics.

Each characteristic that matches the qualifications of an interested buyer adds to their score. For example, when a lead is a decision maker, interacts with multiple website assets, and visits the pricing page, they receive positive points. Then, when visitors don’t open emails or don’t interact with assets for several weeks, they receive negative points.

All leads who achieve a set score move to the qualified lead group and are ready for you to nurture and convert with confidence, knowing they are ready to buy.

4. Attract the Right Traffic

You can begin weeding out low-quality leads earlier than during the lead capture stage. You can target inbound quality leads even during the brand awareness and traffic generation stage.

The keywords you choose and the SEO strategies you incorporate will impact your lead quality.

For example, a marketing company that targets the keyword “marketing agency” will attract anyone looking for a marketing agency. However, that same agency can target a niche audience using the keyword “B2B marketing agency in Houston Texas.” Now, they are more likely to appear in local searches and let customers know they work primarily with large companies, narrowing their traffic down further.

Other ways to target a narrow audience are by advertising on a niche website, guest posting where your audience is most likely to appear, and using content syndication to send your marketing content directly to your target audience.

5. Generate First-Party Data

The exclusive use of first-party data is growing. In 2022, 37% of brands used first-party data, up from 2021, when 31% of brands exclusively used first-party data.

First-party data comes directly from your customers. It limits your data, as you can only access what you generate. However, it affords higher quality results.

First-party data is more reliable because you control the collection process, so you know where the data came from and can guarantee you adhered to a set quality standard. You also know the data came from customers interested in your brand, which is more relevant than third-party data.

You may find first-party data easier to access, especially as Google and other online platforms crack down on data sharing.

High-Quality Leads Aren’t a Marketing Unicorn

Quality leads are very real, and you can realistically target and attract them. Hushly’s software turns the guessing game of lead generation into a precise method that ensures you maximize the return of your marketing spend.

It’s time to stop losing revenue due to fake emails, outdated data, and disinterested leads.

Transform your lead generation using Hushly’s all-in-one conversion cloud powered by AI. Our cutting-edge automation technology will level up your lead generation and conversion strategies, helping you stay ten steps ahead of your competition.

Learn more about our lead generation and conversion software from our free demo.

4 Sales Lead Management Strategies Every B2B Needs

hushly blog

Managing a handful of leads is easy.

You can see where they came from, understand their needs, and evaluate your tactics to collect information and hone your skills.

Once your business grows, however, things get a little more complicated.

Without a comprehensive sales lead management strategy, things start falling through the cracks and your data goes sour.

Sadly, this also leads to bad personalization strategies and lost revenue.

The lead management landscape has changed drastically as automation and relationship management tools have become more accessible to businesses of all sizes. Let’s look at some strategies you can implement right now to stay organized and engage your leads.

What Does Sales Lead Management Look Like Today?

Previously, lead management was a tedious and frustrating process.

You needed to look at each lead from multiple angles, break them up into distinct groups, hand them over to the right department, and continue the process indefinitely.

There are a few major problems with this process. For starters, you’re working with old data.

By the time you process leads through your system, divide them into categories, and add them to your spreadsheet, the information you’ve collected is already outdated.

It’s no surprise that 62% of businesses say they’re working with data that’s up to 40% incorrect. Job roles change, people switch jobs, the company needs shift – the world turns.

Inaccurate data poses a big problem because you can’t nurture leads properly if the information you’ve collected on them is wrong. However, poor data also throws off your personalization strategy for other leads that come in.

The most valuable data you have is the first-party data you’ve collected through your own website and a solid sales lead management system is the only way to keep it clean.

Today, technology like automation and AI supply several tools and options for managing your leads and keeping track of data seamlessly in real-time.

4 Sales Lead Management Strategies Your B2B Needs in 2020

Implementing these sales lead management strategies will help you first create meaningful relationships with your leads.

Not everyone is ready to buy right away but forming relationships can boost your conversion rate by 1.2x and each deal size by 1.3x.

Plus, you’ll be able to develop effective personalization strategies for both future and current leads. After all, clean data is at the heart of every relevant personalization campaign.

1. Divert Your Attention to Intent Data

Intent data is important because it tells you where a lead is at in the buying process and which leads visit your website and are actively looking to close a sale.

According to Marketing Profs, companies with account-based marketing strategies generate 208% more revenue than those that don’t run ABM campaigns. Intent data allows you to create effective ABM campaigns because it’s as close as you can get to real-time data.

Look at it this way. The average B2B buying process involves nearly seven different people. While C-level executives have the final say in 64% of cases, lower-level employees still play important roles in influencing their decision.

Without intent data, how can you create content and retargeting campaigns to reach every role involved in this process? Your data will never be accurate enough to make a difference.

Source: Think with Google

2. Only Collect High-Quality Leads

Do you feel like you’re running a witch hunt following up with leads that aren’t qualified? It’s a waste of time and resources. Thanks to automation technology, it doesn’t have to be this way anymore.

If you’re hiding all your best content behind a gate and requesting every visitor give you their email address, now is a good time to re-evaluate that strategy – how’s it working for you?

When you collect information from everyone who visits your website, that data doesn’t tell you much about your actual leads or target audience. Instead, it throws off your data and makes your process even more confusing.

Get rid of your forms completely. Give your visitors the choice to supply their email address when they’re sure they want to stay in touch with you.

Furthermore, it’s also important to employ a combination of automation and human verification to ensure you’re only collecting information from real people and bona fide business addresses.

3. Create an Environment for Leads to Self-Nurture

An amazing thing happens when you remove forms: your leads start to nurture themselves at their own pace.

At Hushly, we recommend throwing out forms in favor of features like self-nurturing landing pages. An adaptive content hub, for example, puts all your best content in one location where it’s broken up into categories.

Some leads like in-depth blogs, others like eBooks, 65% like podcasts, and 49% prefer videos – give them what they want in one place. Once they start clicking, an algorithm will continue showing them relevant content.

In terms of sales lead management, you can collect this information to score your leads and personalize your communication with them.

4. Follow Up with Highly Relevant Retargeting Content

If a lead visits your website and spends two hours reading your eBooks, that’s a good sign they’re interested in closing a sale – but you can never be sure.

Now’s the time to step in with a sales lead management strategy. Use the information you collected about the content they read to send out retargeting campaigns through email and LinkedIn.

If they don’t engage with your retargeting campaigns, something isn’t right. If they do, you can gauge their spot in the sales cycle.

Create the Website Your Leads Want Today

Effective lead management starts with a user-friendly website. Visitors arrive at your website and they want to educate themselves at their own pace. They don’t want to read a blog post, fill out a form, and wait for you to bombard their inbox with emails.

Get rid of forms and create the website your leads want. It’s much easier to implement sales lead management tactics when you’re only working with highly qualified leads and accurate data.

Self-nurturing landing pages let visitors convert into leads and educate themselves about your company without forms. See a Hushly self-nurturing landing page in action here!