ReadyTalk

Meet with Confidence

Universal Lead Definition

Posted by Mike McKinnon on
Share this Post:

Brian Carrol has a nice post over at his B2B blog. His first point to settle upon a universal lead definition with the sales team is a good one. We went through that process sometime ago and I wanted to share my thoughts.

In our effort to break down a qualified leads and easily measure them, we came up with two categories for these leads. We called them actively and passively qualified leads. An actively qualified lead is defined as an action that a prospect takes to "raise their hand" and signify interest in your products or services. Our sales people decided that if a prospect "raises their hand", they are a qualified lead and warrant a call. Some of the ways a prospect can actively qualify themselves are (some are quite obvious):

Filling out a form with a pricing offer
Requesting a free trial or live demo
Inbound phone call or email
Tradeshow booth visit and card received/conversation with salesperson
Referred by a partner/customer/employee
Asking for more info at one of our webinars

Passively qualified leads are done through our lead score algorithm. These leads come in through various sources some of which are:

Whitepapers/Case Study/Testimonial downloads
Registering/Attending web seminars
Opt-in lists
Trade show lists (double opt-in)
Networking attendee lists (double opt-in)
A visit to our pricing page (with duration of stay)

These leads are not considered qualified until we gather 5 critical pieces of information on them. For the sales team, those pieces are:
Name
Email
Phone
Company
Time frame for purchasing decision

Marketing is in charge of getting these pieces of information gradually through our lead nurturing programs.

This is how our sales team has decided to define a qualified lead. We did it this way to be able to easily measure the leads and provide metrics to marketing on how many qualified leads we are supplying sales. In the next blog, I will talk about how we measure these leads.


Comments for Universal Lead Definition

blog comments powered by Disqus

Recent Posts

New from ReadyTalk - Quick Share My Desktop

New from ReadyTalk - Quick Share My Desktop Hot off the press - we've just released an enhancement to our Quick Launcher product (available on Windows today and Mac next week). The...

Internet-wide Security Risk: How ReadyTalk is Addressing “Heartbleed”

It’s been all over the news: a major vulnerability in the encryption technology used across much of the Internet was recently discovered. The vulnerability causing these issues is...

Webinars: The Gateway Drug to a Video Marketing Strategy - Q&A Session Review

We recently hosted a webinar with the video marketing gurus over at Vidyard to dive into the idea of launching a video marketing strategy with the materials most of us already have...

Nobody is Watching Your Webinar and How to Fix It

Content is everywhere and in every form – videos, tweets, blogs, forums, whitepapers. I recently read an article that said by 2020 the amount of information on the Web is expected...

New from ReadyTalk - Modern meeting controls and VoIP enhancements

You may have noticed more frequent changes from ReadyTalk lately. In an effort to keep our controls fresh and functional for all of our different users we are continuously...

Comparing the Value of Webinar Leads vs. Email List Leads

Over time, marketers have innovated and refined many online avenues for lead generation, but the legacy email list continues to remain a top favorite. Viable alternatives, such as...

Feature Friday: How to Upload Your Video Clip

  Why Use this feature? I think it is safe to say that everyone hates when they see the word “download”. And the last thing someone wants when hosting a web conference is to lose...

The 8 Most Common Audio Conferencing Issues

Audio conferencing affects every area of business. From customer service to investor relations, poor audio quality is associated with a lack of professional competence. In order to...

Feature Friday: Promoting to Co-Presenter vs. Granting Control...What's the Difference?

Visit the ReadyTalk blog every Friday to learn more about a ReadyTalk feature.   We get a lot of questions on the difference between granting control and promoting someone...