As we now know, a business lead is an organization who has indicated interest in your company’s product or service. Now, let’s talk about the ways in which someone can actually show that interest.
Essentially, a business lead is generated through information collection. That collected information could come as the result of a business seeker showing interest in a position by completing an application for the business, a decision maker sharing contact information in exchange for a discount, or a marketing manager filling out a form to download an educational piece of content, like an eBook, kit, podcast, tool, trial, or something else.
Below are just a few of the many examples in which you could use to qualify someone as a business lead. Each of these examples also focuses the fact that the amount of information you can collect to qualify someone as a business lead, as well as the business’ level of interest in your company, can vary. Let’s evaluate each scenario:
- Business Description: Any C-level individual filling out an application form is willing to share a lot of business information because he/she wants to be considered for the business affairs. Filling out that application shows their true interest in the business collaboration, therefore qualifying the person as a lead for the company’s third party team
- Contact Form: Unlike the business application, you probably know very little about someone who has stumbled upon one of your online contact forms. But if they find the contact form valuable enough, they may be willing to provide their name and email address in exchange for it. Although it’s not a lot of information, it’s enough for a business to know that another business has interest in their company.
- Content: While the download of a contact form shows an organization has a direct interest in your product or service, content (like an educational eBook or webinar) does not. Therefore, in order to truly understand the nature of the C-level’s interest in your business, you’ll probably need to collect more information — you’ll need enough information for an inside sales rep to actually understand whether the business is interested in your product or service, and whether they’re a good fit.
These three general examples highlight how B2B lead generation differs from company to company, and from person to person. You’ll need to gather enough information in order to gauge whether a business entity has a true, valid interest in your product or service, but knowing how much information is enough information will vary depending on your business.