How to balance lead quantity and lead quality for business growth

The main focus for most lead generation campaigns is, not surprisingly, lead volume. It’s easy to be dazzled by numbers – who doesn’t want to brag about the thousands of form fills your Facebook ad brought in? But big numbers don’t automatically mean the campaign is a smashing success. If you have a massive list of leads but not a single one is qualified, sifting through these is a waste of time, money, and frankly, morale.

Time and time again, lead volume is prioritized over quality. Businesses use their entire budget to get as many leads as possible and are frustrated when they don’t see the expected results. So, while there’s no denying that lead volume is important (after all, without leads, your pipeline is dry), we also want to make a case for the importance of lead value.

Let’s find out what differentiates lead quantity and quality, how they work together, and strategies to balance them for better ROI.

Lead quantity: The wide net approach

Lead quantity focuses on generating a high volume of prospects. Think of it like fishing. A wide net is cast across various marketing channels and tactics in hopes of capturing as many leads as possible. The more leads captured means the more opportunity for qualified leads in the mix. But of course, like any fishing expedition, among the keepers are the many fish you throw back.

Benefits of prioritizing lead quantity

• Boosts brand awareness and visibility
• Expands your potential customer base
• Give your brand opportunities to reach new customer segments

Lead quality: The targeted approach

Lead quality prioritizes generating highly qualified prospects. Quality leads are weeded out by targeting the right audience based on demographics, behavior, or buying intent. In this case, instead of the fishing net, you’re fishing with a simple pole and patiently waiting for the fish to bite. These leads are more likely to have an interest in your offerings and convert.

Benefits of prioritizing lead quality

• Streamlines sales and marketing efforts
• More engaged audience = increased conversion rates
• Shorter sales cycle

Find the right balance of lead quality and quantity

That sounds great, but how do you do it? We have a few recommendations on how to sharpen lead generation strategies for maximum impact.

Tie campaigns to SMART business objectives:

Before you even think about generating leads, we need to clearly define your strategic “why.” Are your goals increasing brand awareness, direct conversions, market expansion, or something else? Define your goals using the SMART formula (Specific, Measurable, Achievable, Relevant, Timely). Without a why, you’re prone to casting your net too wide – trying to be everything to everyone. With a defined goal, you’re on your way to paving a trail for an actionable lead generation strategy.

Follow the data (not your gut!)

Forget gut feelings – the numbers tell the story when it comes to ROI. Maybe you love scrolling TikTok, but is that the best place to run a B2B software campaign? A tightly integrated tech setup is the backbone of long-term optimization efforts. Tools like Google Analytics and your CRM platforms are vital for tracking lead performance. They identify precisely which channels and campaigns are delivering leads that actually convert.

This allows you to quickly weed out underperforming campaigns and reallocate efforts to drive real results. Plus, by tracking conversion rates, drop-off points in your funnel, referral sources, and engagement, you can continuously refine lead quality by automatically filtering out low-quality prospects.

Segment audiences wisely

Understand your target audience and develop buyer personas based on this information. This includes everything from demographics, behaviors, psychographics, and buying intent. However, strike a balance with your customer segments. Broad segmentation will reach too many uninterested people, but too much refinement can lead to an audience pool so small you’ll never see the quantity of leads you need to succeed. So, target your audience, but also be realistic.

Adapt and refine your tactics

Lead generation is not a static process. What drove results last year might not deliver the same impact today. This isn’t a failure – it’s an opportunity to adapt. To succeed, you and your marketing partner must be agile and willing to evolve as your audience’s needs and behaviors change. Try A/B testing ad creative, refining landing pages, or creating new lead magnets. Find what sticks and leave behind what doesn’t.

Harmonize paid and unpaid marketing strategies

Don’t put all your marketing eggs in one basket. If your entire lead generation strategy relies solely on paid social media, and that platform suddenly changes or disappears, you’re back at square one. A powerful lead generation engine combines inbound marketing (think valuable content, SEO optimization, and engaging social media presence) with paid efforts (strategic paid advertising).

Meshing paid and unpaid strategies is easier than you think. Take this example: A credit union aiming to boost sign-ups for new savings accounts could implement an integrated leads strategy running targeted paid social media and search campaigns, complemented by a series of blog posts about the advantages of credit union membership over banks. Or, if you don’t have a blog, your next email newsletter can cover that content. Remember: don’t silo these strategies. To maximize impact, keep all marketing consistent across messaging, imagery, and branding.

Leading the way to sustainable growth