Improving digital marketing strategies: The importance of qualifying leads

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Research reveals that around 95% of companies recognize the need to improve their digital marketing strategies. However, reaching maturity in this area is not a simple task. What many organizations still don't fully understand is that the results go far beyond simply generating leads and increasing brand awareness. In reality, the qualification of these leads plays a fundamental role in this scenario.

Among the various companies that participated in the study, more than 60% stated that lead generation is of significant importance for the success of their businesses, highlighting the continued   whatsapp data relevance of Inbound Marketing. However, few of these companies are directing their efforts towards properly qualifying these leads.

It is intriguing to note that only 31% of companies are actually carrying out some type of lead qualification. Surprisingly, more than 40% of companies are forwarding leads to the sales team without establishing prior criteria. This situation deserves to be highlighted, as it directly affects the integration and results of joint marketing and sales strategies.



The Vital Importance of Lead Qualification
Although the marketing actions promoted by companies can be effective, they can easily appear inefficient if there is no adequate filter between the leads generated and those that are passed on to the sales team for continuation. This filter is exactly lead qualification.

When qualification is neglected, salespeople end up wasting precious time and generating unnecessary costs by contacting leads that have no real conversion potential. Additionally, the marketing department runs the risk of having its reputation damaged as it appears to be more wrong than right in identifying valuable leads. This, in turn, leads the company to miss out on precious opportunities on both fronts.