B2B lead generation: quality over quantity

Why quality over quantity matters in B2B lead generation (and how to achieve both).

The misguided focus on volume

I remember back in the day (actually, probably not that long ago) the general sales philosophy was “it’s a numbers game”. 

We had a new business dev person at Smartmonkey and his approach was to call as many people in a day as possible. It didn’t work. 

What did work was taking the time to research websites that had potential for improvement and reaching out to marketing teams with insights on how we could help them achieve better performance.

I don’t think there are many B2B businesses out there still approaching sales as a numbers game. Volume and outreach frequency still play a role, but the modern sales approach has evolved into a data-driven and relationship-focused process, prioritising quality over quantity.

And it makes sense. Focusing on lead quality brings far better long-term ROI, fosters stronger client relationships and creates a more efficient sales process. 

B2B businesses can achieve both quality and scale with the right strategies in place.

Why lead quality outweighs quantity

It’s easy to fall into the trap of prioritising lead volume – a larger pipeline keeps “the fear” at bay, but it doesn’t necessarily mean more closed deals. 

Without a focus on lead quality, sales teams often find themselves bogged down by unqualified prospects, leading to inefficiencies and missed opportunities. A focus on quality ensures that resources are allocated effectively, conversion rates are higher and ultimately, everyone benefits from long-term business growth.

The costs of low-quality leads

Sales teams can waste significant time and effort pursuing unqualified leads who lack the budget, authority or genuine interest to convert. This not only impacts productivity but also diverts attention from high-potential prospects who could bring real value to the business.

“I’m sure any sales person would rather be working on a handful of decent quality leads with high intent to convert, rather than spreading themselves thin working through masses of tentative marketing qualified leads.”

Additionally, acquiring leads that aren’t the right fit often results in higher churn rates. These customers may fail to see the long-term value of your offerings, leading to lost revenue and wasted acquisition costs.

A continuous influx of low-quality leads can also create friction between marketing and sales teams. When sales teams repeatedly receive leads that don’t align with their expectations, trust erodes and inefficiencies arise. This misalignment can hinder collaboration, slow down the sales cycle and ultimately impact overall business performance. I.e. quote above again!

The ROI of high-quality leads

On the other hand, high-quality leads that align closely with your Ideal Customer Profile (ICP) are more likely to convert, providing a significant boost to ROI. When your marketing efforts attract prospects that fit well within your ICP criteria, conversion rates improve as these leads are already primed for what your business offers.

Moreover, high-quality leads tend to have shorter sales cycles. Since they possess a genuine need and understanding of your offering, the decision-making process is faster, allowing sales teams to close deals more efficiently.

Finally, focusing on high-quality leads fosters long-term relationships. Clients who find true value in your solutions are more likely to remain loyal and increase their lifetime value. They are also great for generating referrals. 

Common pitfalls of a quantity-first approach

Over-reliance on vanity metrics

Focusing solely on metrics such as high MQL numbers can create a false sense of success. While MQLs might indicate initial interest, they don’t always translate into sales-qualified leads (SQLs) or closed deals.

Broad targeting

Casting too wide a net often attracts leads that lack the necessary fit. A generic approach may increase numbers but will ultimately result in low engagement and conversion rates.

Neglected nurturing

Large volumes of leads can overwhelm marketing teams, making it challenging to follow up effectively. This leads to missed opportunities and a disengaged audience.

How to maintain lead quality while scaling

1. Double down on your ICP

• Regularly revisit and refine your ICP with input from sales, marketing and customer success teams.
• Leverage data-driven insights such as CRM analysis and intent data to sharpen targeting criteria.
• Develop negative personas to clearly identify who isn’t a fit, allowing your teams to focus on high-potential prospects.

2. Leverage personalisation at scale

• Utilise marketing automation tools to deliver tailored content based on the buyer’s journey.
• Personalise outreach for account-based marketing (ABM) using insights from intent data.
• Create personalised email sequences tailored to industry-specific challenges, and dynamic landing pages that adjust based on visitor segments.

3. Optimise lead scoring

• Regularly audit your lead scoring model to ensure it prioritises behaviours and demographics in line with your ICP.
• Use predictive analytics to identify high-converting lead patterns.
• Implement multi-touch scoring that factors in various behaviours such as content downloads and demo requests.

4. Invest in content that filters leads

• Develop premium content that appeals specifically to high-quality prospects.
• Examples include:
  • Detailed case studies showcasing industry-specific results.
  • Webinars and whitepapers addressing niche pain points.
• Use strategic form fields on gated content to pre-qualify leads by asking about company size, role or budget.

5. Strengthen marketing and sales alignment

• Work together to define what a qualified lead looks like.
• Establish a feedback loop where sales provide input on lead quality, and marketing adjusts targeting accordingly.
• Utilise a shared CRM or marketing platform to track lead progress and maintain transparency across teams.

6. Measure quality KPIs, not just volume

• Shift focus from vanity metrics to those that indicate true lead quality and conversion success:
  • MQL-to-SQL conversion rates.
  • Sales acceptance rates.
  • Lifetime value (LTV) of acquired clients.

The path to balanced success

Prioritising lead quality doesn’t mean sacrificing scale. With the right strategies, focusing on a well-defined ICP, leveraging personalisation, optimising lead scoring and investing in content that attracts the right prospects, B2B marketers can achieve sustainable growth.

Take the next step

If you’re still chasing high lead volumes with little return, maybe it’s time to rethink your strategy:

• Book a 15-minute discovery call through Calendly.
• Send us an enquiry form.
• Follow me on LinkedIn for tips, insights and best practices.