--- title: B2B Lead Generation – Quality is more important than Quantity description: B2B lead generation, sales wants quality vs quantity leads that convert image: https://www.transitionalmarketing.com/hubfs/Blog/B2B_Lead_Generation_-_Quality_vs_Quantity.jpg --- [Skip to content](https://www.transitionalmarketing.com/blog/b2b-lead-generation-quality-is-more-important-than-quantity#main-content) ![Transitional Marketing - HubSpot Solutions Gold Partner Agency](https://www.transitionalmarketing.com/hs-fs/hubfs/Transitional%20Marketing%20HubSpot%20Solutions%20Gold%20Partner-1.png?width=722&height=125&name=Transitional%20Marketing%20HubSpot%20Solutions%20Gold%20Partner-1.png) - [Inbound Marketing](https://www.transitionalmarketing.com/inbound-marketing) - [Pricing](https://www.transitionalmarketing.com/pricing) - [About](https://www.transitionalmarketing.com/about) Show submenu for About - [Testimonials](https://www.transitionalmarketing.com/testimonials) - [Contact](https://www.transitionalmarketing.com/contact) - [Blog](https://www.transitionalmarketing.com/blog) Open main navigation Close main navigation - [Inbound Marketing](https://www.transitionalmarketing.com/inbound-marketing) - [Pricing](https://www.transitionalmarketing.com/pricing) - [About](https://www.transitionalmarketing.com/about) Show submenu for About - [Testimonials](https://www.transitionalmarketing.com/testimonials) - [Contact](https://www.transitionalmarketing.com/contact) - [Blog](https://www.transitionalmarketing.com/blog) - Contact us Contact us # B2B Lead Generation – Quality is more important than Quantity Share: [facebook-f icon](http://www.facebook.com/share.php?u=https://www.transitionalmarketing.com/blog/b2b-lead-generation-quality-is-more-important-than-quantity) [linkedin-in icon](http://www.linkedin.com/shareArticle?mini=true&url=https://www.transitionalmarketing.com/blog/b2b-lead-generation-quality-is-more-important-than-quantity) [twitter icon](https://twitter.com/intent/tweet?url=https://www.transitionalmarketing.com/blog/b2b-lead-generation-quality-is-more-important-than-quantity) [pinterest-p icon](http://pinterest.com/pin/create/link/?url=https://www.transitionalmarketing.com/blog/b2b-lead-generation-quality-is-more-important-than-quantity) [envelope icon](mailto:?body=https://www.transitionalmarketing.com/blog/b2b-lead-generation-quality-is-more-important-than-quantity) # **Sales doesn’t want a lot of leads – they want leads that convert!** ![B2B_Lead_Generation_-_Quality_vs_Quantity](https://www.transitionalmarketing.com/hubfs/Blog/B2B_Lead_Generation_-_Quality_vs_Quantity.jpg) Let’s take trade show leads as an example... are those qualified leads? Some might say yes, but most likely they entered your drawing to win a cool give-away. Sales people don’t want to waste their time calling trade show leads, they want to call leads that have been qualified. It is marketing’s responsibility to nurture the leads to find out who really is interested in the products/services offered and only forward qualified leads to sales.  --- In a recent study Ascend2 asked B2B marketing professionals “*What are the most important objectives of an effective lead generation strategy?*” The number one B2B lead generation objective (70%) was to improve the quality of leads. The second objective (58%) was to increase sales revenue, which comes from converting high quality leads. The third objective (54%) was to increase number of leads. ![Quality_is_most_important_objective_in_B2B_lead_generation](https://www.transitionalmarketing.com/hs-fs/hubfs/Blog/Quality_is_most_important_objective_in_B2B_lead_generation.jpg?width=650&name=Quality_is_most_important_objective_in_B2B_lead_generation.jpg) Respondents reported that [email lead nurturing](https://www.transitionalmarketing.com/blog/top-5-email-marketing-best-practices) (48%) and [website](https://www.transitionalmarketing.com/blog/b2b-startup-marketing-on-a-budget)or [landing page marketing](https://www.transitionalmarketing.com/blog/6-must-have-elements-of-an-effective-lead-capture-page) (44%) were the most effective tactics to execute for [lead generation](https://www.transitionalmarketing.com/blog/4-crucial-elements-needed-for-b2b-lead-generation) performance. According to MarketingSherpa, organizations that nurture their leads experience a 45% lift in lead generation ROI over those organizations that do not. Not all leads are at the same [stage of the buying cycle](https://www.transitionalmarketing.com/inbound-methodology.html). Some are in the early awareness stage and will need educational information related to their pain points before they’ll be ready for a sales conversation. This is where email lead nurturing campaigns can help generate more conversions, by creating content related to their [buyer person](https://www.transitionalmarketing.com/blog/4-tips-to-help-you-create-buyer-personas) and where they are in the buying cycle. Implementing a marketing qualified lead (MQL) strategy can help improve the efficiency and productivity of your sales organization by feeding them fewer, higher quality leads. A MQL is a lead that is more likely to become a customer compared to other leads based on their activity before converting. If marketing only provides MQLs, then sales will spend less time trying to qualify leads and more time closing the deals and bringing in more sales revenue. --- By focusing on quality over quantity, marketing and sales will ultimately be able generate more revenue from fewer leads. It’s the true essence of “Less is more!” and why so many marketers are using [Inbound Marketing](https://www.transitionalmarketing.com/blog/what-is-inbound-lead-generation). ---   [![New Call-to-action](https://hubspot-no-cache-na2-prod.s3.amazonaws.com/cta/default/511476/09102eeb-8574-4c8c-84c6-9f0ca024ba2f.png)](https://hubspot-cta-redirect-na2-prod.s3.amazonaws.com/cta/redirect/511476/09102eeb-8574-4c8c-84c6-9f0ca024ba2f) [Lead Generation](https://www.transitionalmarketing.com/blog/topic/lead-generation) ## Related posts [![](https://www.transitionalmarketing.com/hubfs/lead_generation.jpg)](https://www.transitionalmarketing.com/blog/4-crucial-elements-needed-for-b2b-lead-generation) [Lead Generation](https://www.transitionalmarketing.com/blog/topic/lead-generation) ## [4 crucial elements needed for B2B lead generation](https://www.transitionalmarketing.com/blog/4-crucial-elements-needed-for-b2b-lead-generation) ![Picture of Vickie McGee](https://app.hubspot.com/settings/avatar/ff30423c3627e755b2b0a1e6f720e371) [Vickie McGee](https://www.transitionalmarketing.com/blog/author/vickie-mcgee) 5/9/15 2:57 PM Generating leads - both high in quantity and quality - is a marketers most important objective. A... [Read more](https://www.transitionalmarketing.com/blog/4-crucial-elements-needed-for-b2b-lead-generation) [![b2b_lead_generation](https://www.transitionalmarketing.com/hubfs/lead_generation.jpg)](https://www.transitionalmarketing.com/blog/top-4-elements-needed-for-b2b-lead-generation) [Lead Generation](https://www.transitionalmarketing.com/blog/topic/lead-generation) ## [Top 4 elements needed for B2B lead generation](https://www.transitionalmarketing.com/blog/top-4-elements-needed-for-b2b-lead-generation) ![Picture of Vickie McGee](https://app.hubspot.com/settings/avatar/ff30423c3627e755b2b0a1e6f720e371) [Vickie McGee](https://www.transitionalmarketing.com/blog/author/vickie-mcgee) 10/30/17 9:15 AM Generating leads - both high in quantity and quality - is a marketers most important objective. A... [Read more](https://www.transitionalmarketing.com/blog/top-4-elements-needed-for-b2b-lead-generation) [![](https://www.transitionalmarketing.com/hubfs/Blog/B2B_Inbound_Marketing_Statistics.jpg)](https://www.transitionalmarketing.com/blog/b2b-inbound-marketing-statistics-20-stats-you-can-use) [Lead Generation](https://www.transitionalmarketing.com/blog/topic/lead-generation) ## [B2B Inbound Marketing Statistics: 14 Stats You Can Use](https://www.transitionalmarketing.com/blog/b2b-inbound-marketing-statistics-20-stats-you-can-use) ![Picture of Vickie McGee](https://app.hubspot.com/settings/avatar/ff30423c3627e755b2b0a1e6f720e371) [Vickie McGee](https://www.transitionalmarketing.com/blog/author/vickie-mcgee) 8/20/15 10:39 AM # B2B Inbound Marketing Adoption and Success Thinking about implementing inbound marketing for your [Read more](https://www.transitionalmarketing.com/blog/b2b-inbound-marketing-statistics-20-stats-you-can-use) [linkedin-in icon](https://www.linkedin.com/company/transitional-marketing) [facebook-f icon](https://www.facebook.com/TransitionalMarketing) [twitter icon](https://twitter.com/transitionmktg) --- [![Transitional Marketing - HubSpot Solutions Gold Partner Agency](https://www.transitionalmarketing.com/hs-fs/hubfs/Transitional%20Marketing%20HubSpot%20Solutions%20Gold%20Partner-1.png?width=722&height=125&name=Transitional%20Marketing%20HubSpot%20Solutions%20Gold%20Partner-1.png "Transitional Marketing - HubSpot Solutions Gold Partner Agency")](https://www.transitionalmarketing.com/) Copyright © 2026, Transitional Marketing