Lead Quality Methods, Standards and Best Practices

What is lead quality?

Generally, “Lead Quality” describes the assessment of the consumer’s genuine interest in the advertiser’s product or service, and therefore, the likelihood that the consumer can be converted into a customer. No matter what the advertiser or marketing medium is, it is generally accepted that a “high quality” lead typically has a greater chance of being converted than a “low quality” lead. However, when it comes to Internet leads, lead quality has often been a subjective concept for each individual advertiser, and the determination of lead quality has been driven by whether or not leads converted.

Why our clients care about lead quality

For advertisers, lead quality may have a direct impact on marketing return on investment and on sales operational efficiency. Buying large volumes of low quality leads could mean that you are spending a significant portion of your advertising budget on leads that have little chance of converting into customers. Moreover, the time and effort your sales force spends on trying to convert these low quality leads is time and effort taken away from focusing on the high quality leads, meaning that some leads with a high probability to convert are not receiving the prompt attention required to convert them into customers right away.