Lead qualification should be a precision process. Done well, it ensures sales teams are talking to the right people at the right time, with the right message. But in practice, many B2B marketers still rely on outdated assumptions and overly simplistic signals that do more harm than good.
Here are some of the most common myths marketers believe about lead qualification – and why it’s time to rethink them.
1. Form fills mean interest
Just because someone downloaded your whitepaper doesn’t mean they’re ready to buy.
Plenty of form fills are curiosity-driven, not purchase-driven. They might be from students, competitors, or early-stage researchers. Using content downloads as your primary qualification signal leads to bloated pipelines filled with low-intent leads.
Better approach: Combine engagement data with intent signals (e.g. pages viewed, revisit frequency, time on site) to build a more accurate picture of buying readiness.
2. Job title alone is enough
“Senior Marketing Manager” at one company could be a junior role at another. Titles are inconsistent across industries, geographies, and company sizes.
Job titles also tell you nothing about a person’s actual influence in the buying process. You might be ignoring hidden champions or influencers simply because their title doesn’t match a predefined persona.
Better approach: Qualify leads based on decision-making authority and involvement in past buying journeys. Use firmographic and behavioural data in combination.
3. Every lead needs to become an MQL
Obsessing over MQL volume leads marketers to push unqualified leads through the funnel just to hit internal targets. This frustrates sales, clogs up CRM systems, and lowers lead-to-opportunity conversion rates.
Better approach: Shift from volume-based KPIs to quality-based ones. Focus on metrics like lead-to-pipeline conversion, opportunity creation rate, and deal velocity.
4. Lead scoring is set-and-forget
Too many teams build a lead scoring model once and never revisit it. But buyer behaviour changes, new content is added, and industries evolve. Static scoring models become stale and misleading.
Better approach: Regularly review and update scoring models based on closed-loop feedback from sales and performance data. Consider incorporating machine learning to adjust scores dynamically.
5. Intent data is only for enterprise companies
Intent data platforms like Bombora, G2, and 6sense are often associated with large, sophisticated marketing teams. But smaller B2B firms can benefit too.
Even basic intent signals – such as surge in website visits from target accounts or repeat visits to pricing pages – can offer valuable clues.
Better approach: Start with lightweight tools or integrate intent features from platforms you already use. Even free tools like Google Analytics and LinkedIn Campaign Manager can provide useful behavioural insight.
6. Once qualified, always qualified
Just because someone met your MQL threshold last quarter doesn’t mean they’re still in buying mode. Buying intent can fade quickly, especially in fast-moving or competitive sectors.
Better approach: Use requalification triggers and re-engagement campaigns. Monitor signals like declining engagement, email inactivity, or competitor page views.
7. Only marketing should own lead qualification
Marketing often builds and owns the lead scoring model. But if sales doesn’t trust it or buy into the process, it’s dead on arrival.
Better approach: Involve sales in defining qualification criteria. Make scoring models transparent, adaptable, and grounded in sales feedback. Treat qualification as a shared responsibility.
8. Lead qualification ends at handoff
Once a lead is passed to sales, many marketing teams stop paying attention. But the real test of a good qualification model is whether it converts.
Better approach: Track MQLs through to opportunity and deal stages. Monitor win rates by source and persona. Use this insight to refine your upstream strategies.
9. You only need one scoring model
B2B organisations often have multiple customer segments, products, and buying journeys. Using a single, generic lead scoring model across the board leads to poor prioritisation.
Better approach: Create separate models for different ICPs, product lines, or regions. Align each to the unique needs and behaviours of those segments.
10. Lead qualification is a marketing metric
Many organisations view lead qualification as a marketing performance indicator. But qualification should be about pipeline and revenue, not just MQLs.
Better approach: Tie qualification performance to business outcomes. Track impact on pipeline contribution, cost per opportunity, and revenue influenced.
Final thought
Lead qualification is both an art and a science. The best B2B marketers don’t rely on outdated proxies or vanity metrics. They use data, collaboration, and iteration to build systems that reflect how people really buy.
If your lead qualification model feels disconnected from sales success, it might be time to revisit the assumptions underpinning it. Because when you get qualification right, everything else flows better.
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