Lead Generation and Lead Qualification Visualization

To make this work, you will need to prepare and implement your lead qualification workflow, as well as a way to visualize your results. This allows you to see the current status of each lead or opportunity. It will also enable you to answer questions like: How many leads are going to be sent to Sales this week, and who are they?

So, How Can You Visualize Your Lead Qualification?

By visualization, we are referring to a visual image, chart, or graph as opposed to words. There are basically two components of visualization:

1. The Lead Data Itself

2. The Results of Your Qualification Process

Lead Data Visualization

As you can imagine, there are many ways to visualize your lead data. For example, you can create a chart with qualified leads over time, or a map with a geographic overview of leads coming from a certain campaign, or a list of logos of your top qualified accounts. You can also apply certain segments or subsections, or even specific stages of your lead qualification process.

Additional components of the visualization may include lead details, tags, behavioral data or clickstreams, and others.

Qualification Process Visualization

The second component is about visualization of your lead qualification process. Assuming you have defined your process and all the steps or stages your leads need to go through before they become qualified, you now need to visualize this process to gain quick and easy insights.

It is very important to define the various stages the lead will move through, from warm to hot. You can qualify based on profile or company details, but it is equally important to map behavior to certain stages—basically creating a Lead Qualification Funnel.

A funnel visualization is meant to be dynamic, with leads progressing through different stages. The industry standard to visualize a funnel or a series of stages has become the Kanban Board (Japanese for “signboard”). You probably have used one before; the most well-known Kanban board implementation is Trello.

By workflow, we are referring to movement through a pipeline, CRM, or similar tool. Tags refer to any category such as referrer, source, campaign, medium, etc.

A lead visualization process can involve any number of components depending on how your organization operates. Examples of common elements used to create the visualization are the qualities or characteristics of potential leads—any actions they take that qualify them—or any firmographic details such as industry or company size.

To set up your visualization:

1. Define the qualities or characteristics of the leads to be visualized.

2. Define the various stages through which the leads will proceed.

Once defined, the qualification and progress can be managed manually or automated. Automation is accomplished with tags and by measuring behavior.

Summary

To summarize, the process of visualizing leads is beneficial because it allows you to get direct insights into valuable opportunities. By defining the workflow and using a system to manage leads, you are increasing the probability that you will act on leads while they are interested or displaying buyer intent. The system is also beneficial because it is active instead of passive; information moves through the system, and the people who need to be notified receive signals of activity.