When it comes to most things in life, opting for quality over quantity is typically the best way to go. The same goes for your business to business marketing efforts.
Judging a marketing program by the quantity of leads produced rather than the quality can be a disastrous tactic, according to the latest research from Marketing Sherpa.
Their most recent weekly chart aims to outline the quality and quantity of leads generated by search sources.
Every organization’s lead quality to quantity ratio will differ from one to the other. Too many leads and you’re overwhelmed. Too few and you’re not reaching any goals.
Here’s some of the Sherpas’ advice on finding an ideal equilibrium:
Search has become an ideal solution to balancing lead flow because, in many cases, the spigot can simply be opened or closed to control volume. The more complex challenge is controlling lead quality. This requires a much more strategic approach to optimizing not only web pages for SEO but, in the case of paid search, carefully aligning the context of PPC keywords with ad listings and landing pages.
Marketers who are optimistic about the months ahead and said they will be focused on sales growth resulting from an economic rebound, understand that higher quality leads will convert to more revenue in less time, and are addressing the challenge of generating them now.