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5 do’s & don’ts of B2B lead qualification

By John Coe

August 21, 2015

Lead qualification is one of the primary jobs for B2B marketers, and a great deal of time and money is spent on this step of the sales cycle. Now that I’ve stated the obvious, I see both good and bad lead qualification processes in the market. As an information junkie, I sign up for many webinars and download white papers on topics of interest, and subsequently am called by the sponsoring company to qualify me.

While there have certainly been improvements in the lead qualification process over the last 10 or so years, I still am surprised when I’m a victim of a poor qualification process by companies who should know better. Which leads me to 5 Do’s and Don’ts of B2B lead qualification.

  • Do: know who you’re qualifying

  • Only on about 2 out of 10 lead qualification calls I receive does the caller know anything about my company. Yes, they know the company name, but have no idea of what we do. They immediately launch into their script that focuses on what they want to know for qualification vs. first understanding who [...]

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