What to consider when qualifying accounts

Here are some things to consider qualifying that will help you to develop a laser focus on your next lead generation campaign. They might be the right size of company, in the right sector, but what else can you check to identify strong sales targets?  

You might take a closer look at the company characteristics, circumstances or structure and ask some of the following questions:

• Are they a subsidiary of a larger group with decisions made in another country or are they an autonomous business?
• Has the company appointed a senior person to fulfil a specific role to resolve an issue or challenge or to drive a particular strategy?  
• Has the issue or challenge that your solution can solve been mentioned in the company’s last annual report?
• What can the latest press releases tell you about the company and its drivers?
• Has the company come under the regulators spotlight or had recent bad press involving issues that you can resolve?

Today tailored propositions are critical to get results

The qualification questions you create need to be campaign specific, but also help you to focus in on key target accounts that are more ready to buy. In the current climate just reaching decision makers is even more difficult. By carrying out this type of initial qualification you will be armed with additional specific information that will help you to deliver a much more tailored proposition and help you to achieve far better results.

There is sometimes a misconception that the more we do the better the results, but we know from experience that having a laser focus on just a few accounts can deliver far greater returns with a lot less time, money and resource.