What is Landing Page Optimization?

In simple words, Landing page optimization for Google Adwords is a part of Conversion Rate Optimization (CRO). It aims at increasing the percentage of visitors on a website in order to convert them into sales leads or customers. Better optimization enhances the landing page quality which in turn, increases the Quality Score of your ad campaigns. As a result, the Cost of Conversion reduces (ROI increases) and your ad campaigns rank higher on Google.

So, what factor of landing page optimization influences the Quality Score on Adwords?

The answer is Landing Page Experience


A Good landing page experience can help you gain the trust of your customers. Google Adwords grades your landing page on the basis of user experience, when a visitor clicks through your ad campaign. To judge the landing page experience, it takes into account three basic points. They are Relevant and Original Content, Transparency and Ease of Navigation.

Google Adwords ranks your landing page experience on any of the three statuses: Above Average, Average and  Below Average. You can check the landing page experience status in your adwords account (Keywords tab- status bar- speech bubble).


Now that we have fairly discussed about landing page experience, let’s focus on few points about how to optimize landing pages for Adwords so that ranks as above average or atleast, average (Don’t worry average is not as bad as it sounds).

Below is a checklist of essential points necessary to be implemented for a better landing page optimization:

1. Relevance and Original Content:

Landing page optimization checklist tickMake your landing page message clear and relevant to the ad campaign.
Landing page optimization checklist tickCreate your landing page using the same focused keyword as that of the ad campaign.
Landing page optimization checklist tickThe overall SEO of the landing page must have the same keywords & objectives.
Landing page optimization checklist tickUseful information and special features of the offer should be highlighted.
Landing page optimization checklist tickAdding some real reviews or testimonial of your customers helps boost your credibility.

2. Transparency:

Landing page optimization checklist tickProvide contact information clearly on the landing page (preferably above-the-fold)
Landing page optimization checklist tickGenuinely collect your visitors details and openly share information about what you do.

3. Ease of navigation:

Landing page optimization checklist tickMake sure you do not confuse the visitor with too many links on the landing page.
Landing page optimization checklist tickDo not make your visitor hunt around for information they need.
Landing page optimization checklist tickGive one distinct CTA and let people know what to expect on the other side of the click.

Google Adwords reviews your ad campaigns and landing pages regularly. So use the above checklist to make significant improvements in your landing page experience. You will definitely see higher Quality Score and better results over next few months.

PPC Marketing is an effective technique to make your business appear on Google. In our previous blogpost on we have already discussed How to create Google Adwords campaign. Today, we shall discuss  a few essentials tips that would help you increase ROI (return on investment) on your PPC ad campaign.

1. Make an Offer, they can’t Refuse:

The Godfather said it right, and all marketers should live by it (don’t use a gun, though). Marketing your business implies offering value to the customer. Give your competitors a little more run for their money. Make an exciting offer to your visitors, that compels them to fill the form and sign up for your service.

PPC Marketing Tips - Make an offer they can't refuse

For Example: A real estate business ad might read,  “Beautiful Beach Houses with Discounts upto 20%. Guaranteed Lowest Rates” or “Great Residential Plots. Pay only 25% and rest on possession. Visit the site today“. People who search for properties in coastal regions or township areas would surely get excited to see the discount offer.

Draw in more (relevant) customers to click on your ad or visit your website. Encourage them to act and let them know what to expect on the other side of the click. Make sure you provide a distinct CTA button on the landing page along with the offer. Give your name and contact number above the fold to enable them reach you easily.

2. Make your Ad, Location Specific:

Google Adwords enables you to make your PPC marketing campaigns location specific. So you can target or exclude a particular region or territory while you create an ad. This helps you to make your ad visible only to customers from that specific location. 

PPC marketing tips - location specific ad campaigns

For example: A real estate business marketer who runs an ad for “Beautiful Beach Houses in Goa“, might prefer limiting his ad campaigns to appear only within Goa and target customers in that specific location. So he can prevent his marketing budgets from being wasted on irrelevant clicks.

Almost all search engines like Google, offer Geo-location features. So its easier for marketers to create more targeted PPC marketing campaigns. 

3. Say ‘Hello‘ to Negative Keywords:

Using Negative Keywords can give you a positive outcome. Confusing, right? The fact is that negative keywords in PPC ad campaigns, signify those words that do not trigger your ads to appear on search engines if they are typed by a user.

PPC marketing tips - use negative keywords

You can create a list of negative keywords and put them into your ad campaigns at the time of structuring them.

For Example: If your ad campaign is about “Beautiful Beach Houses for Sale“, keywords like ‘Rented’, ‘Lease’, etc serve as negative keywords for you. You can create a list of such words and put them into your ad campaign. Google will make sure that it does not trigger your ad for these search queries.

This will help you filter down your prospective customers and save your PPC marketing dollars.

4. Use long tailed keywords:

Long-tailed keywords help you to make your ad message more specific. The reason is that very specific search queries are usually long tailed.

long-tail-keywords ppc marketing tips

For example: A person searching for ‘Beach Houses in Goa’ might end up searching with a long-tailed keyword like ‘Luxurious Beach Houses in Goa for Sale’. 

Making your keywords long-tailed might get you more customers for conversion. Adding high intent keywords like ‘Buy can help you attract that exact bunch of customers who are at the verge of purchasing a product similar to yours. Google Adwords Keywords Tool will help you search for relevant long-tailed keywords for your ad campaigns.

5. Keep Testing for Improvements:

There is no doubt that a successful PPC marketing campaign is always a product of proper testing and analysis. Test data helps you understand and improve your ad campaign performance. 

A B testing for landing pages on ppc marketing tips

Setting up A/B tests to track your ad campaigns is a good practice. Test multiple ads simultaneously and run those which work the best. While testing various ad copies and landing pages, do not forget to evaluate the Quality Score and CTR. This will help you make your ads rank higher on Google Adwords.

Try experimenting with the font style, text, images and color themes of the landing pages of your ad. Do it with great caution and while you alter setting, prevent losing useful data. I have seen how slight changes in text placements or colors make ad campaigns successful overnight. 

6. Remember! Homepage is not a landing page:

Never make a mistake of linking your ad campaigns to your website homepage.Create a simple landing page that highlights your ad message clearly.

landing page ppc marketing tips

I would suggest, you create a high quality standalone landing pages for your ad campaigns. Customize it with all the essential features that would help you convert more visitors.

A good landing page might also highlight the special features of the product or service offered. Keep it above the fold so that it grabs the visitor’s attention at once.

Bringing a visitor to your homepage might confuse and put him off. So, why miss out those chances of conversion when you have already spent a part of your PPC marketing budget on the clicks.

7. Analyze & Improve Quality Score:

Quality Score, is a rating scale on Google Adwords that helps you to determine the complete performance of your ad campaigns. It takes into account certain points like relevance, keywords, CTR, ad performance and more. 

quality score ppc marketing tips ad campaigns

It grades your campaign on a score of 10. Any score which is equal or less than 4 is considered as below average and requires improvement. This analysis will help you to know how is your ad performing and what would be your ad position. 

A good quality score would make your ad appear at the top of the page on Google. Better the quality score lower will be the ad cost (Cost-per-Click) and easier it will be to make your business visible.

The landing page quality (Landing Page Experience) also influences the quality score of your ad campaigns. Thus, you can alter and manage your PPC marketing ad campaigns accordingly. 

8. Track your Conversions without fail:

Tracking conversions implies making a note of all the keywords and ads that bring you business. This can help you boost up your ROI. Running a campaign with proper tracking system in place is a good practice. If you are not doing this you are simply flying blind. 

tracking conversions ppc marketing tips

Google Adwords has all provisions available for you to track your ad campaigns and reach out to your potential customers globally. You just have to add a single snippet of HTML and JavaScript code which is generated in Adwords to your webpage. 

Google Adwords Conversion Tracking system can help you to track your ads. Google Analytics is also an effective tool. It gives a little more information  about the lead source and is great for comparison. 

9. Pay Attention to the Search Query Reports:

Search Query report shows you all those keywords that your ad has generated. This will help you identify those keywords that are bringing more traffic to your ad campaign.

search query report ppc marketing tips

You may also get to know which keyword will get you more conversions. 

Search Query Reports are available on Google Adwords itself. The Dimensions tab allows you to see the list of search terms that triggered your ad for your entire account, or specific campaigns or ad groups.

Add these keywords and customize your campaigns. Search query reports also give you an idea about the negative keywords and help you narrow down your target customers.

10. Make it Creative & Unique:

Landing page with creative messages and unique CTAs (Call-to-Action) have always worked better on conversions. Catchy phrases on the headlines or subheadings can grab the customer’s attention.


Conveying your message correctly along with little dozes of creativity, might help you attract more visitors to your website.

You may never know, when and what might trigger conversions and make your PPC marketing  plan successful. Even the slightest change like color and text position can attract more leads and give your business a boost like never before.

So what are you waiting for? Customize your PPC marketing campaigns today and start increasing your Return on Investment. Do you have any PPC Marketing Tips that work the best for you; share them with us! 


Why do Businesses Need to Start Blogging?

Think of the digital marketing world as a gala event; everyone wants notice. To get that, just making an appearance is not enough, you have to really get in and make your presence felt. Now, you might ask, “How do I make my presence felt?”

To answer this is one (okay two) words I would say ‘Start Blogging’. To elaborate, “Write content that addresses the problems of people in your (business) community, and write it in so compelling a manner that people would want to share it with their friends. This sharing gives your brand and company publicity and respect.”

I have a website, isn’t that enough? 

Just a website is not enough, so businesses should start blogging

No, it is not! A website gives you is a virtual office space, and an opportunity to tell people who you are and what you can do for them. However, there is only so much content that you can share on your website.

A recognition as a knowledge authority in your business domain would come only if you share relevant content regularly with your community. A blog would help you do that.

Heck, these days just a blog is also not enough, but at least it will give you a kick-start. Therefore, any business that wants a significant online presence needs to start blogging actively. 

What visible benefits will I get when I start blogging?


1) More (relevant) website Traffic – Where do people look for solutions to their problems – Internet, of course! If you have been posting relevant and value adding content on your blog, it would rank in the search engines, and that is how your potential customers would walk in to your office (website). Use Google Analytics to check the change in traffic.

2) More Inbound Leads –  Inbound is how all the good businesses get leads now, and blogging is at the heart of inbound. With increased traffic on your website, your business leads would increase too.

3) You’ll become a knowledge authority – If you share solutions to specific business problems that your community faces, you would get recognized as a knowledge authority in the domain. Result: Respect and Recognition for you and your company.

4) You’ll make New Friends: Blog is a medium to share knowledge and ideas openly. Comments section allows people to engage in healthy discussions as well. So, you are giving the people a space to interact. 

5) More Social Presence – Your readers would engage with your content (if they find value in it) by commenting, and sharing it in their own communities. Thus, more social exposure for you.

6) Quality Back-links – If your content helps people, they would link back to it, by citing your references on their own blogs. This is how you get quality back-links, which is the most important component of off-page SEO. 

Who can blog? I am not sure if I can!

Who can blog?You do not need to be a “Shakespeare” to be successful at business blogging. However, there are a few things that you do need:

 1) Subject Matter Knowledge.

 2) A knack for experimentation and analysis.

 3) Some inclination towards writing.

 4) Time.

If you lack even one, outsource the work while you concentrate your time and efforts on the traditional modes of lead generation – Tele-prospecting, PPC Marketing and the likes. Just remember, if you decide to outsource the work, make sure that you employ someone who understands your business.

How frequently should I blog?

How frequently should post, after you start bloggingAs much as you can! Easier said than done, I know. But, how visible you are in the digital marketplace would depend on how frequently you blog. So, don’t shy away from those extra work hours. If you are one of those once in a month people, speed up. Stuff in the virtual world gets stale by the hour.

I hope all your initial doubts about blogging are answered now. The next step will be to actually get down to business, and start blogging.

Lately I have had the opportunity to interact with a lot of founders and executives of small B2B IT services companies. Almost everybody mentioned about their struggle to generate new B2B leads. I presume this is true for the small B2B companies in the non IT space as well.

Small b2b companies are typically risk averse and unlikely to spend a lot of money for marketing and lead generation with no guaranteed outcome.

So, where should the founders and executives of such companies look to get few quick free leads without spending any money?

In my experience relationships play a very important role in getting leads for small B2B companies. Founders and executives of small B2B companies who are in the business for few years must have connected or interacted with over few hundred people in the context of business.

Therefore, the fastest way to get a few B2B leads will be to reach out to the old contacts and leverage your past relationships. Most small B2B firms do not use any contact or lead management software and it is unlikely to find all the past contact information at any one place. So let’s see how one can identify these contacts.

1. Look inside your Inbox

Check your inbox to dig out some b2b leadsA lot of business initiations and interactions of b2b companies happen over the email. This means, one can expect majority of the business contacts to be in the inbox. Many contacts just get buried in the pile of subsequent emails. Get those contacts out and reconnect with them, you may hit an opportunity pretty quickly. Know more about how to Export Contacts from Outlook.

2. Ask each of your existing and past customers for a reference

Reference from your customers can get you a few b2b leadsGo to your existing customers and ask them for a reference. Unless you ask most people don’t share any reference. This may also help you get few leads to follow up. Asking for a business reference over email is not a good idea, I would recommend calling them up instead.

3. Ask your employees for business reference

For b2b leads ask your employees for referenceAsking references from employee is a good idea too. In my past company Proteans (acquired by Symphony Teleca), we had several instances where we won some key customers primarily from reference shared by non-sales, non-marketing employees. I have not thanked enough my longtime friend and now customer Venkat Hari for his reference in helping us add one of the top software companies in the world as our client.

4. Contact form on your website

Valuable b2b leads can be found in your website contact form database as wellThe contact form and contact email address on majority of B2B websites, when filled or sent an email to do not get any response. Those in most cases are not manned by anyone, and one loses on free leads by just being lazy. Take another look at your contact page and fix issues if you find any. Ideally the contact page data should go into a contact or lead management systems to ensure that you don’t lose any leads.

I hope this helps you get a few quick leads and deals! Try these, and let us know if they worked.

B2B leads

With over 88 billion searches conducted per month, Google is the most popular search engine in the world. Getting your business on Google as a part of your online marketing strategy is as important as having a shop at a busy street corner. To make your business appear on Google, there are two broad ways:

1. Organic Search Results

2. Paid Search (PPC Marketing through Google Adwords Campaign)

Here we shall discuss about the basic steps required to start a PPC (Pay-per-Click) Ad Campaign on Google using Adwords.

But before that let’s discuss a little about…

Google Adwords: It is Google’s advertising platform that helps you drive interested people to your website, based on their search queries.

So let’s look at how Google Adwords Works?

Google Adwords provides you with various bidding options to run your ad campaigns and manage your online advertising budget. The most basic option is Cost-per-Click (CPC) bidding option. This means that you only pay when someone clicks on your ad link. You can choose the CPC amount for each of your ad campaign and keep altering them from time to time.

The picture below show you how exactly Google Adwords work:


When someone types a word or phrase on Google, say Landing Page, Adwords shows sponsored links to businesses offering the same service besides the organic search results. You can manage where, when and how often you want your business ad to appear as result of someone’s search query.

Google Adwords can help you filter down your target audiences and you can easily choose to highlight your ad on thousands of other sites across the web. It’s also possible to reach out to your potential customer on their mobile phones, while they are on the move.

Google adwords campaign on mobile

Now that you know how Google Adwords works, let’s discuss…

How to Create a Google Adwords Campaign?

There are five basic steps to begin with Google Adwords campaign. They are:

  • Create your Adwords account.
  • Choose the right keywords.
  • Structure ads that grab customers’ attention.
  • Select the right landing pages.
  • Track the conversion and prospective leads.

1. Setup your Adwords Account:

Start by creating an account on Google Adwords. You can sign up on Adwords with your existing Gmail Id itself. You may also choose to create a Google Analytics account along with it and link it with Adwords. This will help you track the traffic on your ad campaigns (you can use it on your website also) that you create and run online.

2. Choose the Right Keywords for your Ads:

Keywords are simply words or phrases that are relevant to your business, products and services. These are the words that people type on Google to search for products or services similar to your business. These keywords are also used by Adwords to rank your ad on their relevance to the search queries entered on Google.

To make your campaigns targeted and successfully draw clicks and conversions, you must structure your ads on specific keywords that are relevant to your ads’ objective. Search for relevant keywords for your business with the help of Google Adwords Keyword Planner.


For example: If you offer services related to “Lead Management” and Email Marketing campaign”, select a list of keywords that are relevant to lead management and another list of keywords that are related to email marketing campaign. Then create ads separately for each service.

This would help you make your ad more specific and drive the exact bunch of customers who are in search for either lead management services or email marketing campaigns.

There are two key tips for choosing the right keywords for your business:

  • Use long-tailed keywords: Try to set a balance between keywords that are too generic and keywords that are too descriptive /specific.
  • Use the keyword planner to find relevant keywords: The Keyword Planner is just perfect to find and setup your ad campaigns with the most relevant keywords arranged in specific ad groups. You can read the blog post on Google Keyword Planner Replaces the Adwords Keyword Tool

3. Structure Ads that Grab Customer’s Attention:

It is really important that your ad campaigns convey what your potential customers are looking for. It should give an idea of what you have in store to offer and why a particular visitor must visit your website. It should also consist of a call-to-action message that makes them understand what exactly you want them to do next.

For example: If someone is looking for “Lead Management Software”, your ad must convey a message that might read, “Track Organize & Nurture your Leads”. It might also consist of a subtitle along with a call-to-action saying, “Take a Free Trial Now!”.


4. Select the Right Landing Pages:

An important key to any successful ad campaign is an effective landing page that converts visitor to leads. It is thus, one of the most essential features one should concentrate on to increase conversion rates on the ad campaigns.

A good landing page must be relevant to the ad campaign. It should address whatever the potential customer was looking for. So, it is always advisable that you bring your customer to a particular page that offers that specific product or service which was highlighted in your ad.

As a best practices, take care of the following points in the landing pages of your ad campaigns:

  • The SEO of the landing must be correct and relevant to the objective again.
  • Provide the business contact information on the page.
  • Give one distinct CTA on the page
  • Avoid giving a navigation bar on the page which might distract the visitor away from your landing page.

For example: If your ad was about ‘Lead Management System‘, then it should bring the potential customer to a page that highlights the features of the software/system you are offering.


Landing Page Optimization enhances the landing page quality. This in turn is likely to increase the Quality Score of your ad campaigns.

Learn more best practices for creating a good landing page for your ad campaigns.

5. Track the conversion and prospective leads:

It is necessary to track all the leads and conversions that have occurred on your Google Adwords Campaigns. Visit your Adwords account and check how many people saw your ad and clicked on it to visit your website

Google adwords campaign with google analytics

Install the conversion tracking script (from Google Adwords – Tools and Analysis tab) in the post-form submission pages of your ad campaigns. This will help you track all the conversions occurring on your ad campaigns. You will also get to know how each of your ads are performing and which of them needs improvement.

So get started now. Create your Google Adwords Campaign today and get ready to appear on Google.

To Know More about Google Adwords Campaign, check out Google’s Official Youtube Channel

“Things which matter most must never be at the mercy of things which matter least.”
– Johann Wolfgang von Goethe

In sales & marketing, the most important discipline is to stay focused on Leads that matter most.  It  is, of course, important to nurture leads so that they start mattering. That’s the art and science of Lead Nurturing and we will not talk about it in this article.

This article will help you in determining Leads that matter most. It will help answer questions like these:

  • How do you know which Leads within your lead database of 50,000 have to be engaged this week?
  • In addition, what methods of engagement are going to help make them sales ready?

The answer lies in knowing the “Lead Pulse”. Lead Pulse provides a 3-dimensional view of a Lead that can help determine whether and how to engage a Lead.

The three dimensions of Lead Pulse are:

  • Lead Score – a measure of Lead activity in response to your marketing offers
  • Lead Stage – a measure of relative positioning of Lead in the marketing funnel
  • Lead Grade – a measure of fitment of the lead with ideal customer profile

Lead Score

An engaged Lead will surely interact with you – online or offline. These interactions are essentially Lead activities with varied level of importance. For example, an Email Open event is important but not as important as submission on Landing Page.  We need to capture both – but assign different weights or scores. To compare two Leads, we need to aggregate all activity scores in a given timeframe.  This aggregated score is Lead Score.

Lead Score will tell you which leads have been relatively more active than others in a given time frame. The change (or delta) in Lead Score in a given time period (like day, week, month) is the measure of its activity.

The most important aspect of Lead Scoring is the weight you assign to each activity. It should reflect how you want to differentiate the importance of activities that happen in lead lifecycle.

Example:  You may configure LeadSquared with following Lead Scores:

Email Open02
Email Link Click05
Webpage Visit02
Landing Page Visit05
Landing Page Submission10
Phone Call20

You have a new offer; you do an Email Campaign on it. One of the recipients (or Lead) – Dave opens the emails, clicks two links in it, comes to your Landing Page and submits. This all happens in few minutes. His Lead Score is 2+5*2+5+10=27.

Another recipient – Kim – opens the Emails but does not do anything immediately. She comes to your webpage later, visits Landing Page but does not submit. She calls after 2 days. Her Lead Score is 2+2+5+20=29.

Both Leads are important for you but since you configured Phone Call with the weight 20, Kim gets a better Lead Score than Dave and she should be pursued first.

Lead Stage

Leads may be at different levels of engagement with your offers depending upon their awareness, need, interest and budget. The position of a Lead in marketing funnel based on its level of engagement is called Lead Stage.  You can group Leads into different stages based on their similarity or disparity in their level of engagement.  The advantage of this grouping is that you can customize your method of Lead engagement and your offers for each Lead Stage.

As Lead progress from being a mere contact to customer, it transitions several intermediate stages. This transitioning of large collection of Leads typically forms a shape of a funnel like the one below.

Lead Stages
Names or All-Names

This is the stage where Lead is part of all possible contacts that may collectively represent your universe of target


A Lead that is paying attention to your marketing methods and offers is called Engaged. For example, a Lead that is opening your emails and clicking links.


A prospect is any engaged Lead who may be in need of goods or services that your company offers.

Marketing Qualified Lead (MQL)

It represents a Lead that has been explicitly qualified by marketing team based on the level of engagement with the lead.  For example, a Lead that has responded to an Email Campaign or submitted its details on a Landing Page could be classified as MQL.

Sales Qualified Lead (SQL)

Marketing team typically hands over the MQL leads to sales team. When sales team engages with the Lead (typically through a phone or in person meeting) and qualifies it to be good enough to be pursued then it moves to the SQL stage.


A Lead moves into Opportunity stage when it qualifies the Budget, Authority, Need, Timeline (BANT) criteria:

  • Budget: The Lead has budget to buy your goods or services
  • Authority: The Lead has authority to buy
  • Need: Lead is in definite need of your goods or services
  • Timeline: There is a defined timeline to buy

When a Lead eventually buys your goods or services, it becomes a Customer.

Example of Lead Stages from Tech Industry

You can configure Lead Stages based on how you want to track the progress of lead in sales cycle. We have captured lead stages for Tech Industry to give you some ideas.

SaaS vendors:

Lead Stages - SaaS

Independent Software Vendors (ISV):

Lead Stages - ISV

IT Consulting Companies:

Lead Stages - IT Consulting

Lead Grade

Lead Grade is a measure of fitment of the Lead with your Ideal Customer Profile (ICP).  It tells you how close the Lead is to ideal customer that you want to sign-up.  It is important to define ICP clearly in order to do effective grading.  Here is an example of ICP for a company selling software product or services to distributors and resellers of consumer electronics:

ICP qualification criteriaExample
Customer RevenueMore than 100 M USD
# of EmployeesMore than 500
% spend on R & DMore than 5% of Revenue
% spend on Software MaintenanceMore than 10% of revenue
Customer TypeDistributors & Resellers only
Customer GeographyJapan, Korea and China
B2B or B2CB2B only
Technology AlignmentJava & Open Source
Business SoftwareSAP ERP, SalesForce CRM
CertificationsISO 9001:2010

You can group Leads based on their level of fitment with the ICP and apply differentiated marketing methods and efforts in each of the group. These groups are known as Lead Grades.  A sample Lead grading scheme that is commonly used is:

Lead GradeDefinition
AThe Lead very closely matches the ICP. It passes more than 90% of the lead qualification criteria
BThe Lead matches the ICP on more than 75% of the lead qualification criteria
CThe Lead matches the ICP on more than 50% of the lead qualification criteria
DThe Lead matches the ICP on less than 50% of the lead qualification criteria

The marketing efforts will normally be focused on Lead Grade A and B since they are close to the ICP. The Leads with grade C & D may need a different type of offer and they should be engaged only if you decide to create such an offer.

How to read Lead Pulse

Lead Pulse is a snapshot of Lead Score, Grade and Stage at any given point of time.  The snapshot helps you in prioritizing your attention to the Leads.


Normally, Lead Score, Stage and Grade do not have equal importance or weight in determining Lead Pulse.

  • Lead Stage is most important for a business since the deeper the Lead is in the funnel the better is probability of conversion.  For example, a lead with grade “A” and top score but in stage “Engaged” will be less important than Lead in grade “B” with low score but in stage “Opportunity”.
  • Then comes Lead Grade.  A business will usually want to focus on Leads that closely match their ICP. For example, a Lead with grade D may be very active and thus have a very high lead score but will not be worth pursuing because it may be far from your ICP. You may not want that lead as customer.
  • Lead Score should be looked at once Lead Stage and Lead Grade thresholds are qualified. Among the Leads having same grade and stage, Lead Score will determine which lead has a higher pulse and thus should be pursued first.

There is no standard formula for Lead Pulse that fits all situations. Each company needs to define the rules containing thresholds of Lead Score, Stage and Grade that will trigger certain actions. These thresholds may change based on changing business priorities.