Basic guide for qualification of leads in a digital business

Getting a user to reach your website and show interest is the first step in your sales funnel. But when that user with interest, intends to continue progressing through that conversion funnel, this makes it even more attractive to your digital business.

“When you get leads, that is, a user who has provided you with their data because they are interested in your products and services, you must know how to identify what type of lead it is, since they do not all have the same value.”

Although there are users who can become customers without knowing anything about your brand, there will be many others who are not even willing to share their data (unless you offer them something of great value). Therefore, there is no other option but to work on this process and encourage all those who do not finish making the decision to purchase.

Although it is true that getting leads is super important, you should not obsess over the idea of ​​capturing leads in a massive way, but rather focus your efforts on getting qualified leads and optimizing the conversion funnel to the maximum to increase your sales, and retain loyalty well to your customers.

Therefore, I want to see with you in this article some important points for lead qualification and make the most of your own sales funnel:

  • Definition of leads.
  • Types of leads that exist and why it is important to qualify them.
  • Techniques and examples for lead qualification.

What are leads?

What are leads?

“A lead is a contact who has provided you with their personal data, voluntarily, through a form or a landing page and that becomes part of your database.”

The incentive for this user to give you that personal information is to receive something of value in return. Therefore, to generate qualified leads, it is necessary to create content that generates real interest in your target audience.

But keep in mind something important always; It is useless to have a database of 5,000 subscribers if they are not interested in what you offer. It is better to have a database of 2,000 qualified leads, towards whom you can focus your marketing actions to turn them into clients.

Types of leads

As I have been telling you from the intro, there are different types of leads that will be defined depending on their profile, their interests and where they are in the purchase cycle. Let’s see what they are and why lead qualification is so important:


This is a potential customer who has given you their data in exchange for downloading valuable content, but is still in the first phase of the purchase process called top of the funnel (or TOFU).

They are not planning to make any purchases yet and, therefore, requires educational content that is not promotional at all with the direct objective of selling to them.

Marketing Qualified Leads

These types of leads are in the middle phase of the funnel, middle of the funnel (or MOFU), because they have repeatedly shown interest in your business.

It is likely that this lead has downloaded several ebooks from your page or has some kind of interaction on your brand’s social networks. Therefore, this will be the one to which you should give your full attention, since he is already aware that he has a problem and that you have the tools to help him.

Sales Qualified Leads

These are at the bottom of the funnel (or BOFU). They are the ones who have progressively traveled the entire funnel and are about to take the final step; At this point, before making the last decision, this type of lead usually:

  • Ask for a demo (in the case of software).
  • Request a sample (of a product).
  • Get in touch to consult (via email, phone, WhatsApp …).

When some of these situations occur, then we will have successfully developed the lead qualification process.

Recommended reading:
8 keys to generate more leads in your contact form.

In general, what you really should ask yourself is whether the type of lead you have obtained will end up becoming a buyer of your product or service. That’s what I mean when I speak of qualified or quality lead.

Therefore, a qualified lead is one that meets these peculiarities:

Its characteristics coincide or are similar to those of the buyer persona, since these are the ones who are willing to buy from you.

This type of user should not only be interested in your free content, but also show interest in learning about your business, as well as your products and / or services.

Interact with your brand in the channels where you have a presence and are receptive to establishing brand-user communication.

In large companies, a qualified lead is reviewed by the company’s marketing department and then by the sales department.

Therefore, a qualified lead helps marketing and sales professionals focus their efforts and brainstorm to send the user the information they need at the right time, thus giving them the last push and getting them to convert.

“Many times, our conversion funnel stalls when we register leads who have no intention of buying. Therefore, the process of identifying and qualifying leads is vitally important. ”

How to identify the types of leads of your business?

How to identify the types of leads of your business?

Once a user has become a lead because they have downloaded free content from your page, we can make another classification of leads according to their behavior:

Cold Leads

They are leads attracted by the contents of the company or by some service, but they do not intend to continue advancing through the funnel, so it is difficult to get them to convert at the present time (but they could do so in the future).

These are obtained through content marketing actions (offering free content) or through email marketing.

You can identify them when someone downloads an ebook or a template from your blog, or when you send a newsletter and arouse interest in the user.

Tempered Leads

These show more interest than the cold ones. In addition, they interact more times with the brand; They visit the web repeatedly and it can be said that they do know what it offers.

You identify them because they are active on social networks and interact with your brand, and because they also visit your website or blog regularly, looking for information and solutions to their problems.

Hot Leads

They are high quality leads because they ask the brand for information at a certain time to find out more about a product, offer or service, and have even arrived at the cart. They are the ones that have shown an evolution in the sales funnel.

“Depending on what type of potential customer it is, the type of content that has been downloaded in exchange for offering their personal information, and the actions they have taken on your website, you can get an idea of ​​what type of lead your business has in a specific moment, and thus develop the appropriate marketing actions. ”

How to qualify leads of a digital project?

How to qualify leads of a digital project?

When it comes to qualifying leads, you should ask yourself some questions so that you have the correct information about them (before even investing your time and effort in specific actions focused on selling):

  • Does the potential customer have financial resources to buy your product?
  • Do you have a position in the company to make a purchase decision?
  • Do you need to solve a problem that you can solve?
  • When do you plan to make the purchase?

Answering these questions will help you enormously to know if that lead matches the characteristics of your buyer persona, who intends to buy.

Effective techniques for qualifying leads

Now, how do you know when a lead is ready to speak to the sales department? Or put another way, how can I know which leads are waiting for your offer? To do this, we are going to talk about two effective techniques for qualifying leads:

Lead Nurturing

To get leads to move faster through the conversion funnel, you need to apply lead nurturing, which is nothing more than sending the right content to the right person at the right time.

“Lead nurturing is about creating relationships with users, regardless of the stage they are in. Therefore, you must personalize and contextualize the content you send to each one. ”

By personalizing I don’t mean sending you a newsletter and calling your name (which too); but to understand what phase of the purchase cycle you are in, in order to offer you content that motivates you to continue through that cycle, and finally make a purchase decision.

This is achieved with an effective email marketing strategy, reporting on interesting and quality content that they can find on your blog, and thus generate confidence that helps them make a definitive decision.

These leads who are most interested in these contents and who visit your blog the most will become qualified leads.

Lead Scoring

Within lead nurturing, it is necessary to identify what is the degree of interest (or score) of a user. This technique is called lead scoring, and it consists of granting a score based on the actions carried out by users. This way, you will know who is closest to the purchase.

“The more interaction, the more points your leads will accumulate. This means a higher degree of interest in your products and more probability of sales.

Therefore, lead scoring is a technique that will allow you to know:

  • The degree of interest of a lead in your products.
  • Your degree of interest in that client.

That knowledge will allow you to segment and automate your campaigns, analyzing the behaviors and actions of your leads.

After applying these techniques, one way to know that your effort has been worth it, is when someone makes a consultation, asks for a free test, or registers to get a sample. This is a sign that alerts you that your leads are ready to buy your product. And you must be prepared!


After seeing all the theory and tips to qualify leads, I want to show you two examples of different brands that have managed to speed up the purchase process of their users thanks to the qualification.

Apple tricks

Tricks Apple is a web page where the user gets discounts to buy on the Apple website.

In this way, Apple does a validation of leads through these registries, sending them a survey, to find out what specific mobile that audience wants to acquire and focus its marketing strategy on that model.

Basic guide to qualifying leads in a digital business: Apple tips

Procter & Gamble

In this second example, Procter & Gamble launches this survey to learn about the lifestyle of users. In this way, the brand will know which products, of all it has, may interest these people who have shown interest.

Basic guide to qualifying leads in a digital business: Procter & Gamble


The success of your strategy does not consist in finding leads to fatten the database of your business, but you must focus all your efforts on obtaining qualified leads, providing them with adequate and valuable content at all times, and thus pushing them to continue advancing through the conversion funnel.

This will not only mean an increase in sales for your digital business, you will also get satisfied customers who will want to go through the purchase cycle of your brand, and consume new products and / or services.

For me, the key is to empathize with users, asking them the right questions at the right time, listening to them and focusing on their real needs.

What do you think? Do you think that the qualification of leads is essential to be able to scale a business?

Freelance Digital Marketing Consultant and Content Manager. He has university training in International Business Management and Teaching. She is currently the Marketing Manager of MadridNYC and administrator of the blog Diseñ

By |2020-05-12T03:35:51+00:00May 12th, 2020|Marketing|