The more, The better right? Well, not always. It might be better to have 10 high-quality leads over 100 low-quality leads. Higher the quality of your lead, more likely it will convert into a paying customer. Low-quality leads can waste your company's time and resources. So, how can you improve lead quality? The deck highlights the top 5 proven ways to increase your lead quality.

1. 5 tips to
increase
Lead
Quality
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2. Higher the quality of your lead, more likely it will
convert into a paying customer.
Low-quality leads can waste your company's
time and resources.
It might be better to have 10 high-quality leads
over 100 low-quality leads.
Why increase your lead
quality?

3. You cannot optimise what you
cannot measure

4. 1. UNDERSTAND WHAT
QUALITY LEADS LOOK
LIKE
- Understand what works and what doesn't. Is your sales
team not happy with the leads? Are the conversion rates
poor?
- Track the leads that go on to convert.
- Capture as much information as possible with each lead
that converts so you can analyse what makes a lead likely
to convert.
HOW?
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5. 1. UNDERSTAND WHAT
QUALITY LEADS LOOK
LIKE
HOW?
You can do this with some Excel wizardry using pivot
tables and Vlookups, or using lead tracking & analysis
tools like Driftrock.
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6. Lead Forms

7. 2. ASK RELEVANT
QUESTIONS IN YOUR
LEAD FORMS AND MAKE
FIELDS REQUIRED
- Forms are a great way to get more leads as they
decrease friction and bounce rate.
- However, high converting forms may result into lower
quality leads.
- Add more required fields in the form to get better quality
leads and more valuable information.
REMEMBER
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8. 2. ASK RELEVANT
QUESTIONS IN YOUR
LEAD FORMS AND MAKE
FIELDS REQUIRED
REMEMBER
Find a balance between low-quality leads and asking for
too much information.
Adding more fields than normal to forms like FB Lead Ads
will noy increase Cost per lead too much, The algorithm
will seek out people more likely to fill them.

9. Align the sales and marketing
efforts

10. 3. ALIGN THE SALES &
MARKETING EFFORTS TO
BETTER TARGET YOUR
IDEAL CUSTOMER
PROFILE
- NOT ALL LEADS ARE EQUAL.
- The Marketing and Sales teams need to work together to
define a high-quality lead. Work with your sales team to
define what a qualified person looks like including all the
usual criteria like demographics, behaviours technology
stack, company size etc.
- Define the ideal customer profile and target them.
EXAMPLES

11. 3. ALIGN THE SALES &
MARKETING EFFORTS TO
BETTER TARGET YOUR
IDEAL CUSTOMER PROFILE
TACTIC EXAMPLES
For B2B, you could use paid media to target relevant job titles,
industries and company size.
Think about the search keywords that an in-market customer
might be searching for and design content around that - exactly
what we’re doing here! We know that marketers looking to
optimise lead quality can benefit from Driftrock’s lead generation
platform. It’s much better to reach people when they are in the
right moment.

12. Keyword research
Creative
Lookalike and
Exclusion Audiences
Optimise your Marketing
Campaigns

13. 4. OPTIMISE YOUR
MARKETING CAMPAIGNS
KEYWORDS
Deliver high quality leads for your available budget.
Use Long Tail keywords instead of Short Tail. It may decrease the
traffic volume but will increase high-quality traffic with more intent to
purchase. For example, the keyword "digital marketing" will have more
volume, but the quality of "learn digital marketing online" or "buy
digital marketing course online" is better and more specific.
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14. 4. OPTIMISE YOUR
MARKETING CAMPAIGNS
LOOKALIKE AND
EXCLUSION AUDIENCES
You can target better leads by scaling lookalike audiences from your
existing customer database. Additionally, if someone has already
signed up, it is necessary to exclude them from the targeting to save
ad spend and not annoy the consumer.
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15. 4. OPTIMISE YOUR
MARKETING CAMPAIGNS
CREATIVE
In your ad copy, landing page content or images - be specific about
the product and services you provide, who do you provide it for, and
any geographical limitations. For example, Lead generation agency -
B2B - UK, US, and Europe.
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16. Validate leads

17. 5. VALIDATE LEADS
BEFORE SENDING THEM
TO YOUR CRM
LEAD FORM VALIDATION
- Invalid leads are a huge waste of time and efforts
Don't allow people to submit incorrect data at the point of entry. For
example, stop mistakes like example@gmal.com, allowing the
customer to correct their email entry.
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18. 5. VALIDATE LEADS
BEFORE SENDING THEM
TO YOUR CRM
BACKEND LEAD VALIDATION
Frontend validation won’t catch everything. You can use lead
validation APIs to check if mailboxes are active or phone numbers
and addresses really exist. You could either block these leads from
reaching your CRM, or just use the data to optimise for quality.
Driftrock’s lead capture forms and lead sync does both
form validation and lead validation automatically for
you.

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