4 Tips To Improve B2B Lead Quality

One of the most common goals for a B2B website is lead generation. Yet B2B marketers consistently identify lead quality as their #1 challenge. Here are four proven techniques to improve the quality of your search-generated leads.

First, track and evaluate raw inquiries and accepted leads.

• Raw inquiries include every contact record generated by your marketing program
• Accepted leads are a subset of these inquires and are typically those that contain legitimate and desirable contact information.

For example, before loading inquiries into a lead tracking system, many companies eliminate records with bogus email addresses, or inquiries associated with competitors, current customers, students or consultants.