Hubspot has a very good overview of various myths when it comes to lead quality.
Some of my favorites, which I have seen first hand:
Myth 1: Any lead is a Good Lead
Fact: You might think, “Look at all these leads we are pulling in! We need to get our sales team to follow up with these leads ASAP and close some deals!” Well, you could do that, but you will find that most of those leads are not ready to buy—in the time they became a lead to the time it took your sales team to reach out to them they haven’t experienced enough touch points with your audience.
Unfortunately, about 61% of B2B marketers still send all leads they receive directly to sales while only 27% of those leads will actually be qualified for a sales call. Remember, you should not pursue every lead you receive. You need to establish a system that better identifies a “hot” lead from someone who is just poking around.
Myth 3: Lead Nurturing Is Not Essential to Produce High Quality Leads
Fact: Lead nurturing is perhaps one of the best ways to produce high quality leads. Not everyone who visits your site and fills out a consultation form is going to be qualified. This is where lead nurturing comes in. In fact, 79% of marketing leads never convert into sales due to a lack of lead nurturing. Companies that establish a system for nurturing their leads on average produce a 20% increase in sales opportunities versus non-nurtured leads.
Myth 8: I Only Need to Actively Pursue Leads That Have Requested Sales Contact
Fact: It’s true that leads that have indicated a readiness for sales need to be actively pursued. However, you should also actively pursue those leads that have been identified as marketing qualified.
In some cases, you might experience what we at Kuno Creative call, a High Velocity Marketing Qualified Lead. This lead is someone that has shown a high level of engagement in a relatively short period of time but has not necessarily completed a bottom funnel conversion. These leads should be actively pursued through nurturing and perhaps even passed to your sales team for a quick qualification call.