How to Define a Qualified Lead and How to Grow Them in Singapore

How to Define a Qualified Lead and How to Grow Them in Singapore

Getting a qualified lead from your marketing campaigns in Singapore is a tall order but it is possible. A qualification strategy to help you differentiate between the qualified leads and the not-ready leads is the first step to getting this right.

Most of the successful digital marketers and companies in Singapore qualify leads using three different categories namely:

  1. Marketing-Qualified Leads: The potential customer has already shown a certain degree of interest in the product/service. This tells the marketing team that this is a genuine lead.
  2. Sales-Accepted Leads: The sales team accepts the lead as qualified and agrees to take the next step to trigger conversion.
  3. Sales-Qualified Leads: Leads who fall in this category have passed the qualification process put in place by the sales team, and are transitioning into the opportunity stage.

Defining a Qualified Lead in Singapore

The qualified lead definition is the phase or point in the marketing funnel that determines that a lead is ready to be handed over to the sales team. The sales and marketing team have to work in tandem. Otherwise, working using different playbooks will lower the chances of the lead converting. Here are seven steps that you should always take to define a qualified lead.

Step 1: Agree on the Definition of a Marketing-Qualified Lead

As mentioned in the previous paragraph, the sales and marketing teams have to work together. The two need to agree on the definition of a marketing-qualified lead to make the process of conversion smooth. Unless you take the time to create a clear definition and buy-in from both teams, the MQL stage will not be of many benefits to your Singapore business.

Stage 2:  Leverage Buyer Personas at the Starting point

Buyers’ personas will help you to determine the target audience accurately. Reference the target buyers’ personas in regards to their profile attributes and buying cycle.

Stage 3: Gather Feedback from Sales Team

When defining what a qualified lead is, it is imperative to organise meetings with the sales team and ask them what they consider a qualified lead. Go the extra mile and ask them which types of leads are the easiest for them to call into and qualify. The main objective of having this meeting with the sales team is to come up with a lead definition that the sales team can comfortably work with.

Stage 4: Determine Demographic Qualification Factors

Pick factors that you feel are well represented in your existing customer base. Some of the common demographic factors used in Singapore digital marketing include location, company size, industry, and buyer’s role. Feel free to omit or use more factors that are relevant to your niche and objectives.

ALSO READ  Is Wikipedia Still Relevant in 2023?

Stage 5: Behavioural Qualification Information

The beauty of digital marketing is that prospects leave behind digital footprints that you they are interested in a product or service. In some instances, you can use the footprints to know how urgent the prospects need the product.

For example, attending certain webinars and downloading whitepapers are signs that the leads are almost making the decision to buy. Website visitors who spend a given amount of time on the pricing page then visit it frequently over the course of the day or two is a sign of urgency.

get google ranking ad

Some of the companies have an ingenious “Would you like to be contacted by our sales team” check box on the registration form to make it easy for the lead to self-identify and specific if they are read to speak with the sales personnel.

Stage 6: Can the Marketing Campaign Deliver Substantial Qualified Leads

If the qualification requirements/parameters are too narrow, the marketing team will have a challenge supplying sales without enough leads from the existing clientele base to fill the pipeline. Again, the sales and marketing team need to agree on the qualification parameters. The sales team will have to make do with a broader MQL definition to get enough qualified leads to keep the company moving in the right direction.

Stage 7: Review the Definition of a Qualified Lead Quarterly

Singapore digital marketing industry is dynamic. Changes in the market can call for new strategies, therefore, the marketing and sales team need to meet quarterly to review the definition of a qualified lead. For example, if you are launching a new product or service, you might be able to connect with a new segment of potential customers if you adjust your marketing strategy.

Now that you know how to go about defining qualified leads, let us move on and look at how to grow this type of qualified leads in Singapore.

How to Grow Qualified Leads in Singapore

Qualified leads will help you to crush your competitors and generate more revenue. Both inbound and outbound marketing strategies can help you achieve this goal. Here are proven strategies on how to grow qualified leads in Singapore.

ALSO READ  How Social Media Listening is Shaping Entertainment Industry Marketing

1# Request for Referrals from Customers

Existing customers who are contented with what your brand offers can refer you to family members and peers who they know might be in need of the same service or product. When is the last time you engaged your customers? Ask them if the product/service rendered meet their expectations by sending a short survey via email. Towards the end of the survey, add a “Would you refer our product to a friend?” checkbox.

Respond to every customer who takes the time to fill the survey. This will show them that you care about their feelings towards your brand. Go an extra mile and create a custom message for ones who say they will refer a friend to motivate them to do that.

2# Reward Employees for Bring in Qualified Leads

As mentioned earlier, getting qualified leads is not easy. Do not underestimate the collective network that your employees have and the potent power it can have on your brand. Give them incentives to bring in qualified leads by rewarding them when they do that. A simple gift that is valuable or a referral bonus will encourage them to continue marketing your brand through their network.

3# Integrate Offline and Online Marketing Processes

In the current modern era, it is easy to be lured to focus more on online marketing. Offline marketing is still powerful and can complement your other marketing strategies. Create time in your busy schedule to attend conferences, tradeshows, workshops, and even networking events to connect with other industry players. In the process, you will not only learn new tactics that you can implement in your business but also connect with potential customers.

qualified lead

Exchange email addresses and business cards with them to establish a relationship. If you are lucky, some of them will later on visit your website and either convert or subscribe to your email listing. Even if they do not convert immediately, you will get more chances to convince them to do so through the connection you establish.

4# Leverage Thank you Pages

Thank you pages will help you appreciate the potential customers who opt in for a lead magnet. Through these pages, you can ask them to take another specific desired action politely. This segment of customers is more likely to take that action whether it is sign up for a free consultation session or watch a webinar. This is because you already convinced them to take a smaller action that is still beneficial to your brand.

ALSO READ  Retirement Review Tips You Should Know in Your 50s

5# Lead Scoring

Lead scores will help you to group the qualified leads and come up with custom message for each of them. Once a potential customer is qualified, they should automatically earn a score. Any prospect with a score of above 80 is almost ready to convert and your sales team should reach out to them.

Concisely, leads who have the highest scores match your ideal client profile. Reach out to them to know if they need additional information. The main goal of doing this is to point them in the right direction. Be ready to give them what they need to convert, be it booking an appointment with one of your experts or more information about the product.

6# Lead Magnets Using Facebook Ads

Facebook is one of the most popular social networking sites in Singapore. More than 1.5 million Singaporeans are active on this platform. Using advanced technology, Facebook has made it easier for digital marketers in Singapore to target qualified leads. They use data collected over the years to discover and predict users buying habits.

Data such as hobbies, preferences, and personal information can be used to create laser-targeted Facebook ads for each segment of your target customers. Facebook Insights will come in handy when running the ad campaigns by helping you monitor the performance of each ad independently.

One of the benefits of using Facebook is that it uses passive advertising. That is, it tries to make the ads as natural as possible to avoid interrupting their users. Provide lead magnets to incentivize leads.

Closing Remarks

Mastering how to define a qualified lead and growing them in Singapore will help your business to get to the next level of success. Use this guide to improve your lead generation strategies. Feel free to also contact us for custom digital marketing strategies in Singapore.


About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


Search Engine Optimisation (SEO)

Baidu SEO: Optimising Your Website for Chinese Audiences

In today’s interconnected world, expanding your online presence to capture international markets has become essential. When targeting the Chinese market, …

Enterprise SEO: Everything You Need to Know

Are you looking to enhance your online presence and boost organic traffic to your website? If you’re operating on a …

10 Tested SEO-optimised Content Development Techniques

Content development refers to creating or improving material that conveys information to a particular audience. In addition to textual material …

7 Emerging Skills Every SEO Must Master in 2023

7 Emerging Skills Every SEO Must Master in 2023 One thing almost all SEOs can agree on is that SEO …

How to Use Keyword Intent to Maximize Conversion Rate

After keyword research, you’re armed with a list of potential keywords to target.  Let’s say one of the keywords is …

Search Engine Marketing (SEM)

Leveraging Social Media for Search Engine Marketing (SEM)

You’ve probably heard of social media, and how important it is to businesses and marketers. Chances are, you use one …

PSG Grants: The Complete Guide

How do you kickstart your technology journey with limited resources? The Productivity Solution Grant (PSG) is a great place to …

Is SEO Better Or SEM Better?

I think we can all agree that Google SEO is pretty cool! A lot of people get to enjoy high …

How To Remove A Web Page Without Affecting Overall SEO

Before removing an old page from your website, do you ever stop to think about the potential effect it might …

Toxic Links Threats and Disavows: Complete SEO guide

Your website is only as strong as the backlinks you have. We’re not talking numbers here but quality.  If you …

Social Media

How to Find Influencers to Promote Your Small Business in Singapore (Low Cost)

In today’s digital age, social media influencers have become powerful tools for businesses looking to increase their brand awareness and …

Instagramming Your Way to Success: Tips for Effective Social Media Marketing in the Travel Industry

Social Media has revolutionised how businesses connect with their audience. In the travel industry, where experiences and visuals play a …

The Rise of Influencer Marketing: Leveraging Social Media to Promote Your Travel Planning Agency

Social media has become an integral part of our daily lives. People from all walks of life use social media …

App Marketing on a Budget: Cost-Effective Strategies for Maximum Impact

In today’s digital landscape, app marketing plays a crucial role in driving the success of your mobile application. However, many …

Leveraging Influencers: A Powerful Tool for App Promotion

The digital landscape is continuously evolving, attention is divided among countless apps and platforms, and app promotion has become more …


The Rise of Influencer Marketing: Leveraging Social Media to Promote Your Travel Planning Agency

Social media has become an integral part of our daily lives. People from all walks of life use social media …

8 Strategies for Bug Hunting: Debugging, Testing, and Code Review

Bugs are among the most unpleasant aspects of the software development process, whether you’ve worked on a little side project …

How Does A Virtual Private Network Work

If you’re reading this, I assume you’re either a small business owner who’s looking to expand your reach, or an …

Digital Identity Theft: How to Protect Yourself from Scams and Fraud

We are always online in this day and age of technology, which makes personal data more exposed than ever. Digital …

The Legal Consequences of Cybersecurity Breaches in Singapore

Technology has advanced greatly in the digital age. It paves the way for a higher risk of cybersecurity breaches. There …


What Are Virtual Fitting Rooms and How Do They Work? (2023)

Shopping for clothes online can be tricky. It’s difficult to know how something will look and fit without trying it …

Planograms: What They Are and How They’re Used in Visual Merchandising

As a retailer, you know the importance of creating an appealing and organised display of your merchandise. The way you …

PSG Grants: The Complete Guide

How do you kickstart your technology journey with limited resources? The Productivity Solution Grant (PSG) is a great place to …

The Importance of Authenticity in Your Brand Voice Strategy

Most companies are aware of the value of branding. The reputation of a firm may make or break it, after …

Featured Snippet Optimization: Complete Guide In 2022

You’ve probably seen the boxes that pop up at the top of the SERP featuring a summary of an answer …


15 Ways to Remain Empathic While Still Making Deals

Empathy is an essential quality in any negotiation. It allows you to understand the other party’s perspective, build trust and …

10 Prospect Qualification Mistakes That Are Hurting Your Sales

10 Prospect Qualification Mistakes That Are Hurting Your Sales Prospecting is one of the most important aspects of sales. It’s …

How Pros Write Business Proposals To Win New Clients

As a business owner or entrepreneur, one of the most critical skills you need to have is the ability to …

Baidu SEO: Optimising Your Website for Chinese Audiences

In today’s interconnected world, expanding your online presence to capture international markets has become essential. When targeting the Chinese market, …

Time Management Tips for Busy Entrepreneurs (Free Tools)

Are you one of the entrepreneurs juggling multiple tasks, constantly racing against the clock? Do you often find yourself overwhelmed …

Most viewed Articles

Other Similar Articles