A good lead is like a nice pair of leather boots…

B2B marketers are always looking for leads. Call them what you will — marketing qualified leads (MQLs), sales qualified leads (SQLs) — or just plain old ‘good B2B leads.’

In today’s well-connected, over-analyzed world, it should be easy to find good B2B leads, right? Host a webinar, write a blog post, create good content, tweet, post to Facebook, or put up a relevant video on YouTube. So many places, so many opportunities to find good leads.

So, what does this have to do with leather boots?

When I was in high school, a very wise friend — who also had an amazing sense of style — taught me the number one rule of buying shoes:  Over time, you’re better off buying one pair of nice leather boots than 5 pairs of cheap ones.  They look better, last longer, and add greater value to your overall wardrobe. She talked me into buying that $50 pair of boots (it was a long time ago) and they lasted me well into college and my first job in NYC.

So it is with a good sales lead. Over time, you’re better off paying for one good lead than sorting through hundreds that won’t amount to anything. Focus on finding that one prospect who will turn into a loyal customer — instead of trying to get 1000 people to attend a webcast, or hundreds of hundreds of likes on your Facebook page.

It’s not rocket science, but it’s funny how some people think more (or cheaper) is ultimately better when it comes to leads.  (Bet they’ve got plenty of  unworn shoes in their closet.)

Where do you find these leads? Like shopping for those boots, it might take some looking around — but often you don’t have to look any further than your own website.

We’ve got a webcast coming up next week on finding quality leads on your website, if you want to take a look.

Can’t make it? Check out this whitepaper on the 3-Step Plan for Higher Quality Leads


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