How to Attract Quality Leads

How to Increase MQLs: Turning Interest into Intent In the world of growth marketing, traffic is just noise unless it leads to a qualified pipeline. If your funnel is full but your sales team is starved for viable leads, it’s time to shift your focus from quantity to quality—specifically, Marketing. So how do you increase MQLs without wasting budget or time? Here’s my forward-thinking plan: 1. Define What "Qualified" Really Means Start with alignment. If marketing and sales aren’t speaking the same language, your MQLs will always miss the mark. Build a lead scoring model based on firmographics (e.g. company size, industry), behaviors (e.g. demo request, content downloads), and engagement. Use historical data to reverse-engineer what a high-converting lead looks like. Tip: A shared MQL definition ensures smoother handoffs, higher close rates, and better attribution. 2. Create Content That Drives Action Top-funnel content builds awareness—but MQLs come from value-driven, mid-funnel assets: Case studies that show proof, Webinars that educate ROI calculators that engage, Product comparisons that signal intent. Each piece should guide the prospect to the next logical step—form fills, demo requests, or free trials. 3. Optimize Conversion Paths Look at your landing pages, forms, and CTAs. Are they aligned with your ICP? Are they frictionless? Shorten forms for cold leads; go deeper with warm ones. A/B test headlines, layouts, and calls to action. Use intent pop-ups, progressive profiling, and retargeting to re-engage visitors who didn’t convert. Remember: Small UX tweaks can lead to big MQL gains. 4. Leverage Marketing Automation & Lead Nurture Most leads aren’t ready to buy right away. But they can become MQLs with thoughtful nurturing: Drip campaigns tailored to behavior, Lead scoring updates based on engagement, and Dynamic content personalization. Done right, this doesn’t just keep your brand top-of-mind—it creates buying momentum. 5. Amplify What Works—Kill What Doesn’t Use your martech stack to track which channels and campaigns drive the most MQLs—not just clicks. Shift spend to high-converting audiences. Double down on SEO pages that capture intent. Eliminate vanity metrics from your dashboard. Data-driven iteration is the heartbeat of sustained MQL growth. Growing MQLs isn’t about casting a wider net—it’s about casting a smarter one. By aligning teams, refining your funnel, and focusing on real buyer intent, you don’t just generate more leads—you generate better leads. And that’s what fuels predictable, scalable growth. Need help building a strategy that delivers high-quality MQLs? As a Fractional CMO, I can bring the vision, team alignment, and executional rigor to make it happen—without the full-time overhead. Let's connect! #marketing #fractionalcmo #marketingmatters #cmo #growth #mql #pipeline #strategy #alignment #execution

Case Study: How I Helped a Client Double Their Leads in 90 Days 👉Client Overview A mid-sized e-commerce brand specializing in eco-friendly household products approached me with a pressing problem: their lead generation efforts had stalled, and their sales pipeline was drying up. Despite investing heavily in ads and email marketing, the ROI just wasn’t there. They needed fresh ideas—and fast. 👉The Challenge Lead Volume Stagnation: The brand had plateaued at 500 leads per month, far below their target. 👉Inefficient Campaigns: Their Google Ads were expensive and underperforming, with low click-through and conversion rates. 👉Unfocused Messaging: Their value proposition wasn’t resonating with potential customers. 👉Low Conversion Rates: Traffic was reaching their website, but the leads weren’t converting due to unclear landing page design. 👍My Strategy —>1. Audience Insights and Segmentation The first step was to dive into their data to identify who was clicking, what they were searching for, and why they weren’t converting. I broke down their audience into three distinct personas and tailored campaigns for each. —>2. Google Ads Overhaul Conducted a full keyword analysis, identifying long-tail keywords that were cheaper and had higher intent. Restructured their campaigns with precise targeting, segmenting by geography, behavior, and purchasing power. Introduced dynamic ad formats with compelling offers. 3. Landing Page Optimization I redesigned their landing pages with bold headlines, trust badges, and a simplified form that only required the essentials. Implemented A/B testing to identify the highest-converting design. Added a sense of urgency with time-limited offers, increasing conversions. —>4. Content Marketing Integration To supplement paid ads, I developed a content strategy focusing on value-driven resources, like downloadable eco-friendly tips and interactive product calculators. This gave the audience a reason to engage beyond the initial ad click. —>5. Automated Email Follow-Ups The Results Within just 90 days, the results exceeded expectations: Leads Doubled: Monthly leads surged from 500 to 1,000. Cost Per Lead Reduced by 40%: Smarter targeting and optimized ads saved the client thousands. Landing Page Conversions Improved by 120%: The revamped pages turned casual visitors into committed leads. Sales Increased by 30%: A steady pipeline of qualified leads translated into higher revenue. What the Client Said "We were on the verge of giving up when Irina stepped in. Her marketing strategies not only brought in more leads but also made our entire process more efficient. It was a complete game-changer for us." Conclusion This case study proves the power of a holistic approach to #marketing. By combining data-driven strategies, creative #messaging, and relentless #optimization, I helped this client double their leads and achieve sustainable growth. Could your business be next? Let’s talk!

Nobody remembers 10 million impressions. They remember $10 million in revenue. Let’s be honest, no one will remember: 🚫 Viral posts 🚫 Email sends 🚫 Ad impressions 🚫 Traffic spikes They feel like wins but they’re often empty. What people will remember; what filled the pipeline.: ✅ Lead volume ✅ Lead quality ✅ Lead cost ✅ Lead velocity to close And here’s how you get there: 🔟 High-Impact Marketing Actions You Can Take This Week: 1. Map Every Campaign to a Conversion 👉 Open your last campaign brief and explicitly define the desired conversion goal (e.g. “Book a demo,” “Download the guide”), then check if your CTA, page, and content all align. 2. Meet With Sales to Review Lead Quality 👉 Book a 30-minute meeting with your sales lead to review last month’s MQLs and identify which sources created the best-fit leads. 3. Use “Fast to SQL” Offers 👉 Create or promote one high-intent offer this week: a pricing sheet, ROI calculator, or “strategy session” CTA, then add it to your top-performing landing page. 4. Segment Nurture by Buying Stage 👉 Audit your email list and tag contacts as “New,” “Engaged,” or “Hot”, then send each group tailored messaging based on their behavior. 5. Repurpose Top-Converting Content 👉 Identify the top 3 highest-converting assets in your CRM or analytics and repurpose each into a short video, carousel, and social snippet. 6. Score Your Leads 👉 Set up basic lead scoring in your CRM using job title, company size, and behavior (e.g. visited pricing page = +10) and test thresholds with Sales. 7. Cut Your Forms 👉 Review your lead forms and remove 1–2 non-essential fields, replace with progressive profiling. 8. Split Test Offers 👉 Launch an A/B test this week comparing two CTAs: “Book a Meeting” vs. “Get a Free X” track CPL and conversion to meeting booked. 9. Add Chat to High-Intent Pages 👉 Install chat (or route live reps) to your pricing, demo, and contact pages set alerts for when a visitor (or returning hot lead) is active. 10. Audit Closed-Won Deals 👉 Pull 3 closed-won deals from the past quarter, then reverse-engineer: What content did they see? Which campaign touched them first? Use this data to plan your next campaign. Take one per day or knock out 3 this week. 🏆 ⚡ Because the goal isn’t marketing activity. It’s marketing that converts. Which number will you try first? 👇 ___________ ♻️ Repost to help others fix their funnel + Follow Jennelle McGrath for more marketing and sales insights

I was a lead performance marketer at Meta for 6 years. Here’s how I would go about predictably increasing your lead quality. There are few components here: 1️⃣ Where you send your traffic to is insanely important. Lead forms are going to get you higher volume, but lower quality. Website you’re going to see higher quality, but much lower volume. 2️⃣ Asking the right kind of questions and filtering out information is crucial for both of these. So make sure to qualify your leads based on the info/answers they give. Examples: - Only collecting work emails, not counting the gmail.com’s. - Setting up your forms so that if someone answers incorrectly, they don’t get counted towards the optimization. 3️⃣ Another big tool you can use that will drastically improve your quality? Passing back data. You can tell Meta what kind of people went through your entire funnel 10-20 days after you launch. In turn, you’re going to have that much more specificity and info on who it is you should be targeting, leading to more quality within your leads. In short, these are the most important components when it comes to optimizing your data. And if you’re doing them correctly, you’ll be able to stretch each ad dollar a lot more, and put you in a great spot to see an impressive ROI with your ads.

Why networking is killing your tech service agency's growth —and how to build a qualified pipeline that scales. Hard truth: Networking and referrals used to work wonders for Growth—but not anymore. And the problem with most networking advice? It promises great connections but leaves you stuck when it matters most. In my years in B2B tech services, I've seen this common pattern over and over in Growth leaders: They assume → networking skills = pipeline skills. They focus on conversations, not conversions. They believe → more events = more deals. They hold onto individual connections, instead of building scalable systems. But the truth is: – Small talk won't turn into SQLs by itself. – Networking is not a pipeline-building strategy. – And you need a system that scales beyond referrals and chance encounters. ___ Here are 6 steps to build a qualified pipeline—that has steadily secured me 5+ qualified sales calls per week: 1- Identify and refine your sub-niche ↳ Your audience should feel like you’re speaking directly to them. 2- Create relatable, value-packed content consistently. ↳ Position yourself as the go-to category expert. 3- Optimize your LinkedIn profiles for credibility and authority. ↳ Make people want to work with you. 4- Set straight a lead-scoring system. ↳ Focus on high-quality leads, not just anyone from your Sales Nav search. 5- Engage with 20+ prospects daily. ↳ Treat this as your minimum—not your maximum. 6- Master selling through curiosity. ↳ Ask open-ended questions, future-pace success, and lead with value. ___ The point? Invest in demand creation and demand capture systems: - Build methodical, pipeline-building skills. - Laser-target on your niche. Share useful advice. - Network strategically, but don’t overly rely on events alone. Remember: ↳ the longer you count on chance meetings, ↳ the longer you'll miss out on predictable growth. Don't know where to start? ↳ Visualize a Growth org founded on a simple yet powerful principle: Serve first → Profit follows. ___ PS. How do you move from chit-chat to business without sounding pushy?

Is Your Pipeline Full of Low-Quality Leads? Here’s how to align marketing and sales to drive better results. (Hint: It’s about quality, not just quantity) In the rush to hit targets, marketing teams often focus on filling the pipeline with as many leads as possible. But here’s the catch: if those leads aren’t of high quality, the sales team will struggle to convert them into customers, impacting revenue and wasting resources. Marketing can hit targets by driving quantity, but without alignment on what a quality lead is, the entire sales process can falter. So, how can teams optimize for quality over sheer volume? And how can AI assist in this process? 1. Align on Key Metrics Across Departments Start by defining what a quality lead looks like with the sales team. Agreeing on these metrics ensures everyone is aligned on what success looks like. 2. Track Lead Quality at the Source Not all keywords or ad campaigns are created equal. Use data analytics to focus on those that drive high-quality leads. 3. Implement AI-Driven Lead Scoring AI tools like Salesforce Einstein can automate lead scoring, allowing sales teams to focus on high-value prospects. 4. Leverage AI for Predictive Analytics AI can predict which marketing efforts will yield high-quality leads, optimizing ad spend and improving ROI. 5. Implement Closed-Loop Reporting Track a lead from the first touchpoint to conversion and share insights between departments to adjust strategies in real-time. 6. Regular Cross-Departmental Meetings Ensure marketing and sales teams regularly review lead quality and adjust strategies to stay aligned on goals. Conclusion Focusing on quality leads over quantity ensures that every lead is worth pursuing, setting both teams up for success. Found this helpful? Consider resharing ♻️ and let’s connect for more insights!

How To Generate Leads Better Than Other Founders After talking with countless founders who struggle with lead gen, here's the uncomfortable truth: Most are doing it completely wrong. Let's fix that. The Problem: • Spraying and praying • Generic outreach • "Hope" as a strategy • Dancing on TikTok (please stop)    Here's what actually works: 1. The "Sniper" Approach Instead of: "Hi! Looking to scale your business?" Try: "Noticed you just raised Series A. Here's how your competitor [X] solved [specific problem] last month..." Results: 70% response rate vs 2% 2. The "Breadcrumb" Strategy Instead of: Pitching in first message Try: • Comment on their posts (2 weeks) • Share relevant insights • Add value first • Let them come to you    Result: Warmer leads, faster closes 3. The "Reverse Psychology" Play Instead of: "Let me show you how we can help!" Try: "Actually, we might not be the right fit because [honest reason]..." Psychology: People want what they can't have 4. The "Value First" Framework • Create solution-focused content • Share case studies • Tag potential clients in relevant tips • Build authority before asking A Very Good Advice: Stop trying to generate leads. Start trying to solve problems. What NOT to Do: 1. Mass connection requests 2. Generic templates 3. Feature dumping 4. Pretending to be bigger than you are 5. Using the word "revolutionary" Daily Action Plan: 1. Find 3 potential clients 2. Research their actual problems 3. Provide value without pitching 4. Track engagement 5. Follow up strategically Tools I Actually Use: • LinkedIn Sales Navigator • Brain • Coffee    ROI Breakdown: • 2 hours daily lead gen • 5 meaningful connections • 3 discovery calls/week • 1-2 new clients/month    The Mindset Shift: Old way: "How can I sell to them?" New way: "How can I help them win?" The best lead gen strategy is building something people actually want. No amount of clever outreach can fix a bad product. For more strategies, check my FREE guide for Founders: https://lnkd.in/dStTXFAJ --- P.S. Yes, this post is lead gen. --- ♻️ "REPOST" this and your network will Thank You! --- --- Liked this post? Follow Semir Sakanovic for more. Don't miss valuable content, click 🔔 and select "All". (You can find 🔔 on my profile in the right corner) ---

Nobody likes being sold to. Yet, the best businesses generate leads daily, without pushing for sales.   How? They provide value first.  Here’s how you can attract leads on LinkedIn while building trust and credibility:  1. Educate, don’t sell   Instead of pitching your product, share insights, trends, and strategies that genuinely help your audience. If you teach them something useful, they’ll remember you when they need a solution. 2. Tell stories that resonate   People connect with real experiences, not product features. Share challenges you’ve faced, lessons you’ve learned, and behind-the-scenes moments. This builds trust and makes your brand relatable.  3. Engage and start conversations   Great content isn’t just about posting; it’s about interaction. Ask questions, reply to comments, and spark meaningful discussions. The more engagement your posts get, the more visibility you gain.  4. Showcase your expertise   Position yourself as a thought leader by sharing case studies, success stories, and actionable tips. When people see you as an authority, they’ll reach out when they need your expertise.  5. Make your profile a lead magnet   Your LinkedIn profile should work for you. Optimize your headline, about section, and featured content to clearly explain who you help and how.  6. Give more than you ask   The key to organic lead generation is consistency. Provide value consistently, and leads will naturally flow your way without the need for aggressive selling. Sales don’t happen from hard selling; they happen from trust and credibility.  Start creating value-driven content, and watch how the right people start coming to you.  What’s your go-to LinkedIn content strategy? Drop it in the comments!

Not getting qualified leads? Most agencies have the same problem. Because: - They don't have a clear positioning. - They're not seen as authorities in their fields - They don't have a powerful education funnel to warm up the right prospects (and eliminate time wasters). All that can be solved through a robust content strategy. It takes 6 steps to set it up: 1. Define your ideal customer You want to create an avatar of your ideal customer so that you can create content that speaks to one specific person. You need to determine at least 3 things: - What problem they're facing - What industry they're in - What size their company is On top of that, you need to look at your client portfolio and identify what the most successful customers have in common. Because you don't want any kind of customers. You want customers that smash their objectives and become cases studies (and sources of referrals). 2. Position yourself Once you've defined your ideal customer you need to position yourself accordingly: - Solve one specific problem - For one specific kind of company/organization - In order to achieve one specific outcome That will allow you to craft a compelling offer. 3. Craft your lead offer What is the most attractive offer you can make to qualified leads? It has to deliver an attractive outcome that solves the specific problem you've framed. Predictably. As quickly as possible. With minimal effort. (Side note: that doesn't mean it should be the only service you provide. You can always upsell leads once they are on a call with you. Remember, your goal is to book meetings with ideal customers at this point). 4. Create your content strategy In other words you want to figure out: - Content pillars - Your point of view - Your content calendar - Your engagement strategy - Channels you're going to use - Content formats - Messaging - Metrics to track. (I won't go in-depth here - there are some creators who cover this thoroughly through their content). 5. Testing Having a strategy is only the beginning. You want to test it to see what works and what doesn't. Specifically: - Messages - Channels - Formats - Calls to action How? By following this process: - Make an assumption. - Design a scientific test to evaluate that assumption - Run the test long enough to achieve statistical significance. - Analyze results - Repeat 6. Scaling Once you have consistent traction, it's time to scale your efforts via: - Repurposing best performing content - Increasing posting frequency - Launching new channels. It will take time to show results. But, after a few months of being consistent, you will: - Be seen as an authority in your field - Be known among your target audience - Be the first person they think of when they're ready to buy - See much shorter sales cycles - Have fewer price conversations - Have fewer objections on calls. 100% worth it.

#LinkedInAds can be challenging when trying to get high-quality marketing leads from the US. Here's how we tackle it for our B2B clients. Two Campaign Groups: 1. Cold Prospecting or Demand Gen - 60% of total budget 2. Retargeting - 40% of total budget These Campaign Groups consist of three funnels: Funnel 1 - Awareness & Brand Recall Audience: Target Account list or ICP-based native targeting Goals: Reach 80-90% of the audience with a frequency of 5+ across different campaigns. Introduce our company, services, and value proposition. Assets: Funding News, Company Videos, Founder's 1-Minute Loom, Thought Leadership Blogs KPIs: Website Visits, CTRs, Accounts Engaged, Video Watch Rate Path: Homepage and Blogs Budget: 10% -------------------------------- Funnel 2 - Content-based MoFu Before starting Funnel 2, refresh Funnel 1 audience or acquire a new list/audience. Audience: Engaged users from Funnel 1 Goal: Engage the vetted audience with our content Assets: Playbooks, Ungated Reports, Gated Reports, Webinars KPIs: Valid Gated Content Submissions, Leads from Targeted Lists Path: Lead Generation Forms only Budget: 25% ------------------------- Funnel 3 - Direct Acquisition Audience: Engaged users from Funnels 1 & 2, Ad engagers, form opens, downloaded gated forms, Frequency 5+ or Days 30+ eligibility Assets: Job-to-be-Done (JBTD) based ads, Conversational ads, Integrated product-based ads KPIs: Meeting bookings, Signups, Get Quote, High-intent form fills Path: 50% Lead Generation Forms, 50% Direct LP Testing Budget: 25% ---------------------------------------- The remaining 40% is allocated to Retargeting, which consists of two buckets: First-party website data and CRM data. Retargeting Audience: 1) Non-converters from Funnels 1-3 2) High-intent page visitors from other sources (organic, paid search competitor traffic, core terms, referral traffic) 3) Low-intent but high-value users (e.g., blog scroll depth 70%, 2 pages visited, session duration > 2 minutes) Assets: Case Studies, Testimonial Floaters, G2, Gartner, Forrester badges & Awards, Integration News, Efficiency/Cost savings messaging Path: Create new landing page for returning users and add a microsite link to case studies, customer testimonial videos, etc. Budget: 20% -------------------------------- Lastly, Pipeline Marketing focuses on helping our SDRs move users' lifecycle stages from lead to MQl, MQL to OPP, or Closed Lost to MQL. Assets: Company News, Product Launch Updates, Integration Updates, Upcoming Events, FOMO ads, Funding News KPIs: Sales Replies, Lifecycle Stage Movements, Webinar and Event Registrations This structure will works for most of the B2B brands. Pls share your thoughts on comments. Ideal budget to execute this structure is $10k - $15k monthly budget for linkedin. #ppc #linkedinads