One of the keys to effective B2B sales is ensuring that you’re selling to the right people. To do so, it’s important to take the time to qualify your leads by gathering the necessary details about them, their needs and behaviors, and the challenges they face. In this post, we’re sharing five techniques you can use to qualify your B2B SaaS leads so that you can be confident your sales team is focused on those prospects who are most likely to buy from you.
1. Use gates and forms to collect key information
If you’re creating lead gen campaigns by, for example, offering a white paper or some other downloadable asset, it’s easy to begin qualifying leads by gating that content behind a sign up form. By requiring prospects to share some basic information about themselves in exchange for your content, you can get some real insights into whether or not they’re a good fit for your product.
Some of the most useful details you can collect include information about their role, their industry, the size of their company, their annual revenue, and their number of employees. Details like these should give you a clear sense if they’re worth pursuing or not.
2. Track your prospects’ behavior
Another great way to find out more about prospective customers is to track their activity on your website. Using a marketing automation tool like HubSpot, you can identify the different pages they’ve visited on your website before they ever sign up for a free trial or download a piece of content.
That’s important because it will give you additional context before you start talking to them. If they’ve read certain blog posts, for example, it could be an indication that they’re particularly interested in resolving a specific pain point. Or it could mean that they’re interested in your business or solutions and are therefore more likely to buy from you. Insights like these can be critical in determining where to focus your sales team’s efforts.
3. Discover their challenges
What are your lead’s main frustrations? Is information not flowing efficiently, is it costing them too much to accomplish something, or do they have issues with tracking? Once you understand your lead’s challenges, and how pressing they are, you’ll know how to target them.
It’s also important to understand how immediate their challenges are. Are they looking to solve their challenge now, next quarter, or next year? Knowing this will be critical to the timing of your outreach. While you’ll want to reach as many relevant prospects as possible, first and foremost you’ll want to target those who are looking for a solution today since they’ll be ones most likely to buy.
4. Identify your prospect’s role
Are you talking to the decision-maker? It’s great if you are, but don’t underestimate the person’s importance even if they don’t control their company’s purse strings. That’s because they could very well be a champion or influencer who could give you insights you might not otherwise have or help you advance a sale in some way.
And make sure to dig deeper and find out what authority they have to make a purchase. For example, they might be able to spend a certain amount without getting budget approval. If that were the case, you might consider temporarily reducing the price to help seal the deal. Then, once they’re a customer and see value in your product, you can focus on upgrades and up-selling.
5. Check the product fit
A big part of qualifying leads is recognizing if your product is truly a good fit and aligns with their challenges and goals. There’s no point in trying to put a square peg into a round hole. If they have problems they’re trying to solve, ask yourself if your product is the solution they need.
If these things are out of alignment, then you’re expending valuable resources needlessly, and should refocus on leads who can really benefit from your product, and who will follow you through to a sale.
Qualify your leads to scale your sales
The B2B SaaS industry is fast-paced and dynamic. To grow and scale you need to maximize your time and resources, and only focus on the best, most qualified leads. Using the steps outlined above, you’ll be able to weed out the leads that won’t come to fruition, and sign on the ones most likely to become your long-term, loyal customers.