Hunting Leads is an invite-only newsletter to help founders and marketers scale B2B businesses. If this was forwarded to you, you can subscribe here.
Hi! This is Moby.
Welcome to Hunting Leads.
It's frustrating when you get leads, and they're not high-quality. Let’s fix that.
What you can expect today:
What is a “good” lead anyway?
How your lead form is a quality lever
How form length affects lead quality
An awesome image sequence
Enjoy.
P.S. This topic was inspired by a question from Ethan Brooks at Austin Business Review. A lot of my ideas come from subscribers’ questions. If you have questions, please repty to this email - it’ll help you, me, everyone out.
I’m hosting a free workshop on paid ads next week. It’ll show you the 3 funnels I’ve seen scale. I’ve used them when I:
Scaled AI startup from $2M to $3.7M
Scaled founder-led business from $40k to $1.12M
Scaled lead-arbitrage business from $6k in revenue to $3.3M (acquired)
Reconfigured $700K/year LinkedIn ads for cybersecurity company ($1.5B acquisition)
If you’re at all interested in paid ads, you should join us. We’ll all be in the same Zoom room so you can heckle me if you want.
Ok So What is a “Good” Lead Anyway?
I’ve thought about this a lot.
2 things need to be true for a lead to be “good”:
1) They’re the right fit = they meet the professional demographic criteria (job title, company) you want
2) They have intent = they want to talk to you
The more someone fits your ideal customer profile, the better lead they will be for you.
The more someone wants to talk to you, the better lead they will be for you.
Your Lead Form is a Quality Lever
Let’s say I’m getting leads, and most of them suck:
They ghost me
They book a call and then don't show up
They get on a call, and they're the wrong person
That sucks.
They are not the right fit, or they do not want to talk to me.
That is because of me.
Your lead quality is also your fault.
And the first place to control quality is your website lead form.
The website lead form? Really?
Yes.
Your lead form has 2 levers that greatly affect your lead quality.
Lead Quality Lever 1: Form Length:
The longer the form, the more friction there is for somebody to fill it out. If they do fill it out, that means they really want to talk to you
If it’s too short, anyone and everyone can become a lead as they need less intent to fill it out
Lead Quality Lever 2: Form Questions:
If you're not asking enough questions, you have zero info if they're a good fit or not when you get the lead
The more information you ask about them, the more information you have about whether they are the right fit for you. You can decide how many resources to allocate to follow up
If you’re into short men shorts on YouTube, I talk about it here:
Let’s Look At Some Forms!
I know, I know, thrilling.
I want to show step-by-step how to use your form to improve lead quality.
This form sucks ↓
The only reason to do this is when you're running a newsletter. Otherwise, who is this? No idea.
Ok now we’re asking for basic human data. Better ↓
This means I can find them easier on LinkedIn. Decent.
If I’m getting [email protected] as leads, that’s a no-no. I force them to use work emails ↓
This allows me to pull their company automatically as well.
Ok leads are better but not responding to emails, let’s ask for their phone number (my default) ↓
Personally, this is where I start.
I want to be able to text them automatically while emailing them and ideally have a salesperson call them.
Ok we’re getting good leads, but we need to prioritize some. Let’s ask a qualifying question ↓
This is where most companies go pretty soon, because this allows you to:
Glance at a lead to know if they're “good” or not
Be able to route them to different people based on answers
Not allow some of them to move forward and book a call
Want to go harder? Ask an open text question ↓
You can use this to filter out a lot more people if you just don't wanna bother dealing with volume. I do this for myself lol.
This is the exact journey that I take clients on to improve their lead quality.
It works.
There's more that you could do later, but the form is 100% the most important lever that scales.
P.S. Wow. Can you believe you just spent the last few minutes looking at website forms? If you made it this far, I like you. Nerd. We should be friends.
- Moby | Austin, TX
P.S. Quick favor:
If you like what I write, you might like what I say.
If you've received value from my content, consider subscribing to my YouTube channel.
Also, my 4-year-old nephew thinks I’m cool because I have a YouTube channel.
