Marketers, and particularly online marketers, will preach the benefits of warm and qualified leads over cold leads. But what are warm and qualified leads and how do they apply to online marketing and what makes them so much better than cold leads?

Cold Leads

We have all been the on the receiving end of a cold lead cold call. This is when, for example, a credit card company calls you out of the blue and tries to get you to sign up for one of their credit cards. You never contacted them, showed interest in their products or services, and were completely annoyed by them because they probably called you in the middle of dinner.

Warm Leads

A warm lead on the other hand is someone who has shown interest in a product or service either by following your company on social media, signing up to your email newsletter, as a referral from a friend or previous client or some other expressed interest. These types of leads are simply prospects who have shown interest in learning more about a product or service, are much more valuable than cold leads, but really only consist of someone whose contact information has now been captured.

Qualified Leads

Qualified leads are the best types of leads because these people tend to be closest to the buying stage of the sales cycle. For example, a person who does a Google search for a specific product or service is a qualified lead because their need has brought them to go online and search for a company like yours.

To get in front of qualified leads via search engines, you’ll likely need to invest in SEO and PPC advertising. Check out this guide to better understand how these two disciplines both differ from, and complement, one another.

However, there are different stages of qualified leads and these can be established using what is called the BANT approach:

  • Budget: does the prospect have enough money to buy your products?
  • Authority: can the prospect make the purchase decision or do they answer to someone else?
  • Need: do they in fact have a need that the product or service will fill?
  • Timescale: is there a specific time period in mind where they intend on making a purchase?

While a person landing on your website based on a search engine search is a form of qualification it does not ensure a sale. The more you know about your prospects the closer you can get to closing a deal and the better prepared you are to determine if they are potential customers or tire kickers.

Capturing Qualified Leads on Your Website

If you are already driving visitors to your website you can use the following tips to learn more about them and their stage in the buying cycle:

  • Offer a number of free guides in exchange for their contact information. The more valuable the guide the more contact information they will provide and the more you will know about their potential.
  • Provide an email signup on your blog. This will maintain your brand in the eyes of visitors who may not be ready to buy.
  • Make your social media networks prominent. Allowing visitors to follow you on social media gives you extra opportunity to stay in front of them and market your products and services.

Search engine optimization, social media and email lead capture are often considered to be great sources of warm and qualified lead nurturing. Learning to leverage these outlets will ultimately lead to decreased marketing costs and increased ROI.

About the author of this post - SUCCESS agency
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About the author of this post
SUCCESS agency
View all posts by SUCCESS agency ➔
  • Michael Coldham-Fussell

    Very helpful.

  • justin nelson

    Really i appreciate the effort you made to share the knowledge. The topic here i found was really effective to the topic which i was researching for a long time.
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  • Janine Henwood

    The button on Free checklist landing page doesn’t work.

  • veeresh hb

    Nice i really appreciate the effort you made to share this knowledge, Thanks for the valuable article. I also went through another article, which is about ‘Sales Qualified Meetings vs Warm Leads’ It takes in-depth research and assessment by the sales team to turn a prospect into a qualified lead. More sales qualified meetings result in increased leads for the organization. . I’ll attach the link here for reference

  • Rohit Singh

    While attracting a good number of leads is a positive sign for your business, there is more work to be done to determine if they are the right leads you should be selling to. Learn the difference and grow your business Sales Qualified Meetings vs Warm Leads

  • Bibin MV

    Great article! Thanks for the valuable article.In B2B sales, lead generation is a challenging task but what’s even more difficult is to convert those leads. That is why it’s crucial to lay down effective marketing and inside sales strategy for your business. Companies that use optimized lead generation models have more chances to increase their conversion rate, resulting in higher revenues.More