Everything in today's age revolves around nurturing personalization and precise timing for each individual. The same goes for lead quality; it is no longer just about the volume. It now involves building connections to create relationships with your leads.

One way of nurturing leads offered by automation technology is the Lead Nurture Program. However, if the prospective leads are not interested in the services or products being offered, resources like time will be drained with no returns.

There is no denying the usefulness of automated workflows and marketing materials, but achieving true results means opting for active participation, aka purposeful, permission-based outreach.

Why Lead Quality Matters More Than Ever

Before going further down the funnel, let’s review the benefits of leaning towards quality instead of quantity:

• Improved conversion rates: Businesses value paying customers, and customers value positively engaging experiences with the business.
• Shorter sales cycles: Attractive offers to qualified consumers allow sales teams to spend their time and energy on leads that are actually interested in going through with a purchase.
• Achieve better ROI: Ever wondered what happens to unqualified prospects? Automation based marketing lowers the risks of targeting clients who do not require a service.

How to Improve Lead Quality Through Smart Engagement

Smart engagement changes the perception of improving lead quality from actively seeking to fulfill goals to having an ‘inspired by’ mindset where focus is shifted to allowing the (potential) client tailored face to face experiences.

1. Offer Control and Choice

Being flexible by granting clients the freedom of choosing when and how they would like to be reached out to enables better control on their end. Control increases the willingness of an individual to communicate, so let’s start there.

1. Use Engagement as a Filter

Form fills, downloads, and page visits are some actions that suggest interest. Not all engagement, however, is created equal. Look for actions that indicate buying intent rather than fleeting interest.

1. Introduce Call-Back Consent

Call-Back Consent provides leads the option to select when they would like to be contacted. This is not only a courtesy, but an expression of intent. When a lead initiates a call, there is an intention beyond mere interest; there is a willingness to talk. This helps eliminate low-interest leads while improving the interactions from the sales team’s courtesy prompts.

1. Prioritize Intent Over Volume

Put efforts on leads that clearly display readiness. One intent driven lead is better than ten who are just browsing.