Lead quality is a term used in marketing that focuses on how likely a person will become a customer based on how well they match a company’s buyer persona. Establishing lead quality helps to determine if a prospect is right for a business and worth investing the resources, funding and time to try and convert them into a customer. While handling a lead will vary from company to company, it is critical that a system is in place to determine high quality leads from low quality leads. When attempting to increase leads with inbound marketing, measuring lead quality becomes all the more important. Your content marketing efforts will likely result in leads, but you must choose which ones to pursue. Measuring lead quality allows you to go after the right ones.
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