How to Qualify Inbound Marketing Leads

How to Qualify Inbound Marketing Leads?


Any B2B prospect that responds to content created as part of an inbound lead generation strategy is referred to as an inbound lead. In other words, inbound leads contact you directly or through referral channels. They are prospects who may have discovered you through social media, read your content, saw your landing page or ads, or received a direct referral from a friend or colleague.

Your B2B marketing team is the starting point for inbound lead generation. It is up to your marketers to devise a strategy for attracting inbound leads. They will then create the content and manage the distribution channels.

In the best B2B organizations, the sales and marketing teams collaborate on inbound lead-generation projects. This combined B2B sales team better understands how many leads are required to meet their goals at current conversion rates. Salespeople will also know whom to target and what their customers say.

Leads can be classified based on their demographics and tracked behavior, making them easier to sort and work with. Categorization is an essential component of the sales funnel, which frequently receives many leads but only converts a small percentage.


Also Read: Why Inbound Marketing Lead Qualification is Efficient

Ways to Qualify Inbound Marketing Leads

A qualified lead is a prospective visitor on whom we have more information, such as – 
–  What type of budget does he/she have?
–  Is he/she willing to invest in the next 30 days?

A qualified lead saves you a lot of time because it filters out the bad leads and provides you with information. It takes several steps to qualify a lead.  The marketing team collects a lead’s contact information before determining whether the lead fits an established customer profile for your target audience. If a lead is found to be a good fit, he or she is referred to as a prospect. A sales professional will eventually become engaged by setting up a call to discuss the prospect’s demands, purchasing authority, and budgetary requirements. Based on this information, the sales team can decide whether the prospect is worth pursuing further.


Also ReadStep-by-Step Guide to Qualifying Sales Leads

The following steps are necessary for any inbound lead qualification process:

Define the attributes that make lead a good or bad fit

A solid understanding of your ideal customers—both at a company and individual level—is a prerequisite for effectively qualifying leads. This is the most strategic step in lead qualification.

Qualifying leads before you engage a sales representative is crucial. How can you ensure your sales team knows exactly what they will sell and which products and services are most valuable for each buyer? Your lead qualification process should help clarify which customers are ready to buy right now, which need additional education or nurturing, and which aren’t a good fit. There are many ways businesses qualify their leads; what matters is having a process that makes sense for your business and using it consistently. The most important step of lead qualification is an initial conversation with a potential customer; you don’t want to waste time with people who aren’t ready yet.

Lead scoring is a method used to rank prospects based on their perceived value to your business. This involves assigning points to various criteria, such as:
  • Engagement Level: Website visits, email opens, social media interactions, etc.
  • Fit with ICP: How well the lead matches your ideal customer profile.
  • Purchase Intent: Actions that indicate a readiness to buy, such as downloading a product brochure or requesting a demo.
Using a lead scoring system helps prioritize leads more likely to convert, allowing your sales team to focus their efforts where they matter most.

The marketing team can use these scores and grades to automate the lead assignment process so that only leads that meet a certain score and grade are forwarded to the sales team. Only the best leads will be selected.


Utilize qualifying questions


Asking the right questions during the initial contact can significantly improve the quality of your leads. These questions should help you understand the lead’s needs, budget, timeline, and decision-making process. Some key qualifying questions include:
  • What specific problem are you trying to solve?
  • What is your budget for this project?
  • Who is involved in the decision-making process?
  • What is your timeline for implementation?
These questions serve a vital purpose. They help you identify whether the lead is a good fit for your product or service and how likely they are to make a purchase. By using these qualifying questions, you’re not just improving your lead quality; you’re gaining a clearer picture of your potential customers, reassuring you that you’re targeting the right audience.


Not everyone who shows interest in a product or service is ready to buy it. That is why lead qualification is such an important aspect of any sales strategy. It is also a stage that many businesses overlook or fail to execute properly.

Fortunately, having FunnL in place for your business will help you avoid these mistakes, allowing you to gain a competitive edge as a global pioneer in B2B lead generation services (with a dedicated AI-powered lead recommendation engine) and 25,000+ successful qualified meetings in our portfolio.


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