{"id":2372,"date":"2020-07-14T16:35:02","date_gmt":"2020-07-14T13:35:02","guid":{"rendered":"https:\/\/snov.io\/glossary\/?p=2372"},"modified":"2025-06-25T13:42:16","modified_gmt":"2025-06-25T10:42:16","slug":"bad-leads","status":"publish","type":"post","link":"https:\/\/snov.io\/glossary\/bad-leads\/","title":{"rendered":"Bad leads"},"content":{"rendered":"\n

When it comes to lead generation<\/a>, higher quantity doesn\u2019t mean better quality. The biggest mistake marketers make is getting hundreds of leads, whom salespeople will further estimate as \u2018bad.\u2019 <\/p>\n\n\n\n

Who are bad leads?<\/h2>\n\n\n\n

Bad sales leads<\/strong> are low-qualified prospects who have a low likelihood of buying from a company. Often called \u2018tire kickers,\u2019 they have no clear understanding of their needs and no particular interest in a business\u2019s offer.  <\/p>\n\n\n\n

Qualities of bad leads<\/h2>\n\n\n\n

There are certain traits that make a portrait of bad leads and differentiate them from qualified ones. As a rule, they:<\/p>\n\n\n\n

    \n
  1. Don\u2019t understand what the company offers to them.<\/li>\n\n\n\n
  2. Can\u2019t draw a parallel between the value of the business\u2019s offerings and their needs.<\/li>\n\n\n\n
  3. Have low decision-making power.<\/li>\n\n\n\n
  4. Have inadequate expectations about the price of a product or service. <\/li>\n\n\n\n
  5. Aren\u2019t motivated enough to buy from the company.<\/li>\n<\/ol>\n\n\n\n
    \"Good<\/figure>\n\n\n\n

    Why do you have many bad leads? <\/h2>\n\n\n\n

    Bad sales leads may get into the company\u2019s prospect list due to various reasons. Here are the most widespread causes of why it occurs:<\/p>\n\n\n\n

    Buying email lists<\/h3>\n\n\n\n

    Some companies that use email marketing for their sales campaigns resort to finding a shortcut to growing their list \u2015 they start buying email lists. As a result, what they receive is low-qualified leads who have no interest in their content, never open their messages, or, worse, mark them as spam.<\/p>\n\n\n\n

    Poor landing page experience<\/h3>\n\n\n\n

    Aimed at getting more traffic to their website, many businesses care much more about its call-to-action parameters than the real value their landing page<\/a> brings to leads. Consequently, people who have managed to get to the call-to-action are poorly informed about the company\u2019s real offerings. <\/p>\n\n\n\n

    Improper lead qualification<\/h3>\n\n\n\n

    Another problem why bad sales leads may end up in the company\u2019s list comes from the conviction that brands should and can sell their product or service to anybody. Such companies can\u2019t qualify their leads<\/a> properly and, as a result, don\u2019t segment and target their customer base. The truth is that while they are trying to sell to anyone, they are selling to no one. <\/p>\n\n\n\n

    Aggressive prospecting<\/h3>\n\n\n\n

    Sometimes pursuing a goal to get as many leads from cold-calling<\/a> as possible, companies choose to be too pushy. Meanwhile, 61%<\/a> of buyers dislike the aggressive outreach strategy.<\/p>\n\n\n\n

    Prospects who can\u2019t easily withstand it might agree to the second contact not being interested and not understanding what they are agreeing to. Therefore, when a company sends their leads a follow-up or a \u201cpromised\u201d demo, they turn out to be confused or even irritated. <\/p>\n\n\n\n

    \"email<\/a><\/figure>\n\n\n\n

    Solutions to \u201cbad-leads\u201d problem<\/h2>\n\n\n\n

    Not to waste time on bad leads who will never buy from your brand, you should be ready to take some clear steps, most of which come out from the above-mentioned reasons:<\/p>\n\n\n\n

    Don\u2019t purchase email lists<\/h3>\n\n\n\n

    The success of your campaigns starts with getting emails of prospects to whom your offer will be of interest and value. By purchasing email lists, however, you might send emails to completely irrelevant or invalid addresses.<\/p>\n\n\n\n

    Use other ways of growing your list, for example:<\/p>\n\n\n\n

      \n
    1. Create subscription forms<\/strong> for different pages of your website.<\/li>\n\n\n\n
    2. Use a double opt-in<\/strong> to make sure your email list is clear from bots and spam traps. <\/li>\n\n\n\n
    3. If you use a single opt-in, do remember to put the explicit consent checkbox<\/strong> on every form. <\/li>\n\n\n\n
    4. Use lead magnets<\/strong> by offering prospects helpful resources in exchange for their email addresses.<\/li>\n\n\n\n
    5. Rely on the Email Finder<\/strong> tool<\/strong> to scrape emails from relevant websites and social media pages.<\/li>\n<\/ol>\n\n\n\n

      Check out other options<\/a> of how you can avoid growing your email lists by simply buying them. <\/p>\n\n\n\n

      Do lead scoring<\/h3>\n\n\n\n

      Before making a call or sending an email to your leads, gather information about them to identify:<\/p>\n\n\n\n