3 Ways to Evaluate the Quality of a Lead

The world of B2B marketing is incredibly competitive, and lead generation is no exception. Marketers have to fight for cut-throat attention, and it’s more difficult than ever to stand out from the crowd. In order to gain an edge over your competitors, you need to think strategically about the quality of your leads. After all, it doesn’t matter how many leads you generate if they’re not quality leads that will convert into customers. Leads need to be relevant, accurate and as complete as possible in order for your sales team to follow up on them effectively. The last thing you want is for your sales team to be chasing bad leads that go nowhere fast! It’s not as simple as just having a ‘great’ number of leads — you need to evaluate their quality from multiple angles before taking any action on them. Here are 3 ways you can evaluate the quality of a lead:

Evaluate the Lead Based on the Company’s Profile

When evaluating the quality of a lead, the first thing to look for is whether or not it’s a good fit for your product or service. The best way to do this is to get to know your customer profile inside and out. Create a customer profile that outlines your ideal customer’s company size, industry, and pain points. In addition to this, you should also make sure you are in the right vertical — after all, it’s no good generating leads for a product that no one in your target industry needs! By focusing on the customer profile, you can be confident in the fact that you are attracting the ideal customer for your business. When evaluating a lead’s company profile, make sure the lead’s company information is correct. Double-check that the name, title, industry, and location are accurate. This will help ensure that your lead is a great fit for your product or service.

Evaluate the Lead Based on its Timing

Timing is everything, and it goes both ways. You need to be generating leads at the right time and the right leads need to be ready to buy when you’re ready to sell! To make sure your timing is on point, you need to know when your ideal customers are ready to buy. When evaluating a lead’s timing, ask yourself: when is the lead ready to buy? Is the lead ready to buy now, or is it a “future lead” — one that might be ready to buy in the near future? Timing is incredibly important because you don’t want to be knocking on the wrong doors. You want to focus on selling to leads that are actually ready to buy, so you can score your next sale and make your marketing efforts worthwhile!

Evaluate the Lead Based on its Interest Level

Ultimately, leads need to be interested in your product or service in order to be considered a quality lead. To make sure your leads are interested, you need to be asking the right questions and listening to the answers. When you’re collecting information from your leads, make sure you’re asking questions that will help you understand their interests and needs. When you’re generating leads, make sure you’re including an ‘interest level’ section in your lead generation form. You can also use selective lead generation tools that allow you to filter out uninterested leads and focus on the leads that are most likely to be interested in your product.


Ultimately, leads need to be relevant, accurate, and complete if they are going to be considered a quality lead. Companies can evaluate leads based on their company’s profile, their timing, and their interest level to make sure they are ready to buy and a good fit for the product or service. By taking the time to evaluate the leads you generate and collect, you can rest assured that your sales team is following up on leads that will truly convert into customers.

Joe Allen

Joe has vast experience and knowledge accumulated and honed as a New Business Development Manager and Relationship Manager. Presently the Director at Belu Media.

Responsible for generating new business clients, looking after existing clients, sourcing new ventures and managing the company.

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