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For marketers, finding the balance between lead quality and lead quantity is one of the biggest challenges they face.

Ask yourself this: should you spend the majority of your marketing budget on larger markets with less chance of conversion? Or, should you focus smaller markets with high conversion rates?

Are 100 cheaply gained unqualified leads worth more than 10 much more costly qualified leads? Or is the opposite true?

For Brize, a growth hacking consulting company based in the Netherlands, the answer is to turn quantity into quality.

By focusing on one cheap and scalable market and using a few ingenious hacks (which we’ll explain below), they grew one of their client’s (MisterGreen, a Tesla leasing company) incoming leads by 800% in less than a year.

But this huge increase in leads were‚ admittedly‚ less qualified than they’d prefer.

Instead of backing off the market, they transformed MisterGreen’s sales funnel to optimize conversions. They used automation-driven methods to convert those not-so-qualified leads into paying customers.

All without hiring a building full of new salespeople to convert all the leads they were creating.

Some great lessons in this story...

  • NC

    Nathan Collier

    over 2 years ago #

    Quality vs. quantity. I think you usually hear people argue "always go with quality."

    But a growth hacking approach doesn't really make those kinds of distinctions. You have what you have and you work with it until you find a way to make it work.

    And that's what they did. They didn't choose between the different types of leads. They just worked with all of them until they found ways to convert each type at a profit.

    • BH

      Benji Hyam

      over 2 years ago #

      Yeah, it depends on the channel.

      With content I usually focus on quality over quantity.

      However, with paid ads, I usually focus on quantity first and then focus on improving quality with feedback from the sales team.

      Similar to the approach outlined in this article.

  • AN

    Andrew Nicoletta

    over 2 years ago #

    Excellent read. I don't come across many articles that cover the entire sales funnel.

    Several gems in here, but I especially like, "If you’re working to drive more leads, be prepared for them". I have personal experience where a surprisingly high number of leads came through and maxed out a coupon code redemption limit, abandoning or flooding a completely unprepared customer support staff.