How to Generate
Qualified Leads
in 2024



  • null

    Why lead qualification is important

  • null

    How to implement lead qualification

  • null

    7 strategies to support lead qualification and B2B demand generation

As B2B buyers and buying groups continually evolve in line with the shifting market and tech landscape, so must an organization’s lead generation and lead qualification process.

Generating qualified leads requires carefully orchestrated marketing and sales strategies implemented across a diverse channel mix in line with buyer priorities and needs.

This article explores a variety of processes and B2B demand generation initiatives to support high-quality lead generation and a steady pipeline of sales opportunities to empower your growth. 


Lead qualification is the process of assessing the quality and fit of prospective buyers in line with the targeting parameters of an organization. A lead can be considered qualified if it aligns closely with predetermined criteria such as an organization’s ideal client profile (ICP) and buyer personas, for example.

Other qualifying factors are typically summarized under frameworks such as BANT (Budget, Authority, Need, and Timing) or CHAMP (Challenges, Authority, Money, and Prioritization), and vary according to the specific objectives of each organization.

How does lead qualification work?

B2B leads are typically categorized into the following four groups, depending on their characteristics and the method of lead qualification involved:


The specific details of each lead qualification type depend on the lead definitions established by each organization (see more in step one below).

Why is qualifying leads important?

B2B lead qualification is an integral part of efficient lead management, and by extension, B2B marketing campaigns and sales strategies.

Qualifying leads allows organizations to:


Lead qualification helps teams avoid targeting leads that are a poor fit, as well as targeting B2B marketing leads with sales materials before they have been adequately nurtured. Given the tightening of marketing budgets and the emphasis on marketing supporting sales goals, lead qualification is an essential process for ensuring that performance goals are met.

In short, lead qualification helps anchor strategies with the right approach and enhance targeting to avoid wasted resources and drive higher client value.

6 ways to generate more qualified leads

Securing high-quality, qualified leads to fuel your pipeline and growth is a complex, multi-faceted process that requires departmental collaboration and detailed planning.

Below are seven B2B demand generation strategies and sales initiatives to help your lead generation efforts yield necessary outcomes to support your objectives.

Determine your target market

Quality lead and demand generation requires a focused approach that is accurate to the specific needs of your target market. As a result, both strategies should be based on a clearly defined and understood target market to inform lead qualification and lead follow-up. Below are a range of techniques for establishing your target market.

Create detailed target market segments

Data-driven marketing strategies that effectively engage the core segments of your total addressable market (TAM) can be informed by the following three buyer attribute types:

  • null

    Target audience: A group of prospective buyers who share similar traits such as demographic and geographic characteristics, in combination with other market segmentation factors such as revenue, opinions, problems, and solutions.

  • null

    Ideal Client Profile (ICP): Also referred to as an ideal buyer profile, this includes the firmographic, technographic, and demographic characteristics of an ideal client. In B2B, this extends to an entire organization that is most likely to benefit from and purchase your solutions. As a result, ICPs are based on criteria such as company size, industry, budget, job title, and tech stack.

  • null

    Buyer Persona: These are fictional representations of decision makers in the buying group of your target accounts. While sharing characteristics of the previous two segments, buyer personas are based on an archetypal individual and are more detailed as a result.

Develop lead definitions

Lead definitions are the parameters that determine what constitutes a lead based on its characteristics and the qualification method(s) an organization follows. Creating lead definitions is therefore a key element of guiding the lead qualification process.

These definitions should be informed by your target market and include the behavior triggers that indicate buyer intent and categorize leads into their various types.

Establish a lead scoring process

Lead scoring is a system of assigning numerical values to actions taken by prospective buyers. While this aspect of scoring is similar to the lead definition process, the cumulative lead score serves both as an indicator of the lead’s progress through their buyer’s journey and of its quality.

These triggers should align with your lead generation goals and the typical buyer’s journey you have established. Detail is important here, as not all actions should be treated equally in terms of buyer intent. For example, a whitepaper download should not carry the same weight as a demo request.

Given its complexity, leveraging predictive lead scoring models can be highly beneficial. These utilize data from your Customer Relationship Management (CRM) database to determine the hierarchy of the data variables being tracked. Predictive lead scoring can also analyze buyer behavior in combination with data to determine which leads are most likely to complete a purchase, delivering insights that can be used to inform future strategies.

As such, lead scoring serves as the launching point for lead qualification, by indicating lead value to inform the process in general.

All of these techniques are invaluable for guiding the lead qualification process and should be routinely evaluated to assess their accuracy.

Inform your lead scoring process with these resources on data insights:

Sales and marketing alignment

Generating qualified leads requires strong interdepartmental alignment between sales and marketing teams to facilitate data flow and a seamless buying experience.

As such, open communication is a must to allow both teams to navigate buyer behavior and adjust key elements of the sales process. This includes lead definitions, how leads are qualified, and finally, their hand-off to sales as they progress from the MQL to the SQL stage.

Sharing insights that allow for this process to be optimized is essential. Create an environment where team members feel comfortable sharing feedback, opinions, and constructive criticism to enable strategies to yield the best results.

True alignment is an essential and valuable aspect of the lead qualification process, helping companies drive higher client lifetime value (CLTV).

Map out your buyer’s journey

While it is essential to avoid prescribing how your prospects interact with your brand, scoping out your buyer’s journey is valuable for shaping a positive buyer’s experience according to the preferences of your target market.

This also supports lead qualification, as touchpoints should naturally be designed in line with the specific buyer behavior triggers established as part of lead scoring and qualification processes. Your average buyer’s journey should also be based on a solid foundation of lead intelligence and campaign performance to ensure that your budget yields the best possible results.

Define your channel mix

As prospects progress through their buyer’s journey, the process increases in complexity as more decision makers become involved. As a result, ensuring that they receive the correct buyer enablement on the channels they frequent is essential.

Examples of marketing channels and content ideas relevant to a range of buyer types:

table 2

Indeed, planning and refining this buyer’s journey with a diverse range of marketing channels aids qualified lead generation, as leads are actively encouraged to progress to the MQL and SQL stages, all the way toward a conversion.

This is also another example of a strategy that benefits greatly from sales and marketing alignment, as sales feedback can help shape the accuracy of marketing activities on each channel.

Develop a B2B content marketing strategy

Investing in a strong, multi-faceted content marketing strategy is integral to fueling your channel mix, and therefore, generating qualified leads. If relevant to the needs of your target buyers, your content marketing can act as a primary way of delivering value to prospects and driving conversions as a result.

Below are four core aspects of developing a content marketing strategy to support lead qualification:


Matching content to leads’ diverse needs and preferences requires a structured content plan.

This should map out the content you will create in terms of format, channel, and buyer personas it will be relevant to. This can help your teams (or external teams) balance the variety of functions your content will likely need to realize.


Be sure to create content suited to each stage of the sales funnel. As you build iterations of your content marketing strategy, identify gaps in the buyer’s journey that can be addressed with content and lead nurturing. This can be supported with feedback from sales teams.


As content with a unique and compelling value proposition, lead magnets are not only ideal for gathering lead contact information but also for qualifying interest while benefiting prospects.

Lead magnets must be relevant to generate demand and should suit the preferences of a specific segment of your target audience.


As the needs of your prospective buyers evolve, so must your content. However, your existing content library can be repurposed to suit different audiences or buyer personas by updating or changing the content format.

For more details on how to craft a B2B content marketing strategy that enables performance, read our Definitive Guide to B2B Content Marketing.

INFUSE demand experts create and leverage content marketing to meet your objectives as an extension of your team.Engage your target buyers with INFUSE Custom Content Solutions

Optimize your website

As your channel hub and a key conversion point (especially for SEO traffic), your website plays a critical role in your buyer’s journey and ensures that your strategies yield qualified leads and a strong base of demand generation. Therefore, optimizing and maintaining your website is a high priority.

Below are four tactics for enhancing your website performance:

#1 Support UX

Given the multiple functions your website will perform (including the main contact point for your brand), one of the most important website optimizations you can implement is facilitating navigation and improving its general user experience (UX).

Employ an adaptive, user-friendly design that allows prospects to access your site on their preferred device (mobile optimization is particularly important) in short load times. Be sure to develop your design elements with this in mind to support messaging, without harming UX.

When it comes to the navigation of your website, consider the different types of intent that users may have as a guiding principle for creating different sections. Below are some examples:

graphic 4

Based on the types of intent that you define, you can then create navigational elements to allow users to find what they are looking for. This encourages users to spend more time on your website and increases the likelihood that they will navigate to a broader range of pages, increasing the performance of your website and its capacity to drive qualified lead generation.

#2 Search engine optimization (SEO)

Increasing organic traffic to your website and its content is a key strategy for B2B demand generation and growth. While search engine optimization strategies are usually long-term and a lengthy process, they have the potential to decrease bounce rates and increase dwell time.

Start by aligning your strategy with your target market’s search intent. This will allow you to optimize your website copy with keywords to match this intent and improve the overall ranking of your website and content.

Include long-tail keywords to reflect the specific needs of the segments within the audience you are targeting. Another important aspect of SEO is performing competitor analysis to identify competitive strategies to displace their pages in favor of your own.

In general, SEO should not be prescriptive. The greater the accuracy of keywords to the interest of your buyers, the greater the likelihood of supporting qualified lead generation and brand awareness that supports a strong basis for lasting demand.

#3 Create targeted landing pages

Your website is likely to receive a broad range of visitors. To ensure that the messaging and content of your website do not come across as generic, consider creating landing pages for different audiences within your target market.

These can feature personalized messaging focused on the pain points and objectives of each target audience, serving as hubs for buyer enablement materials that sales teams can share with prospects. The performance of this strategy can support lead qualification while demonstrating a keen understanding of buyer needs and providing prospects with value.

Therefore, making landing pages to suit the unique needs of your prospective buyers is a powerful strategy for improving the function of your website—as well as generating qualified leads and demand.

#4 Leverage social proof

A crucial element of adding credibility to the core messaging of your website is showcasing social proof. This can include a combination of reviews, either directly made on your website, or from review platforms you are using (such as G2 or TrustRadius), in combination with more detailed case studies.

Implement tracking on reviews, and add lead contact forms to case studies to further qualify the buyer intent of B2B leads. However, it is important to note that gating case studies should only be leveraged if there is depth to the content and a detailed overview of the strategies and results achieved.

Finally, social proof can also be supported by applying for well-recognized awards in your industry. Strategize campaigns and content projects that align with your award objectives to streamline the resources necessary for completing multiple applications.

Testing and gathering feedback

Regularly testing the performance of strategies and fielding feedback is essential for consistently generating qualified leads. Below are a range of techniques for both initiatives:

table 1
table 2

Key takeaways

As the needs and preferences of your target market continue to evolve over time, maintaining lead qualification and B2B demand generation requires consistent evaluation and optimization. While it is a complex process, ensuring qualified lead generation can be facilitated by following the steps outlined in this guide.

  • null

    Anchor your lead qualification and demand generation strategies with a firm understanding of your target market and the buyer segments within

  • null

    Map out a buyer’s journey that leverages a diverse channel mix and is fueled by a content marketing strategy aligned with the interests of your prospective buyers

  • null

    Invest in the optimization of your website to improve its performance and implement testing along with collecting feedback to inform your strategies

  • null

    Build your demand generation and lead qualification strategies with the input of both your sales and marketing teams to ensure seamless integration and alignment


INFUSE demand experts are poised to craft high-performance demand programs to drive qualified buyer engagement and opportunities to fuel your growth.

Book a meeting or reach the team at [email protected]

Latest Insights