What are the best strategies to qualify a lead from the moment it converts on the website?

I’m going to take this question from the perspective of product-led growth (PLG) although it would be a similar thought pattern for marketing qualified leads (MQLs). Using data, you want to determine what actions users need to take to meet your “quality” threshold. This is going to look different based on your business and goals.

You’ll want to think about the following types of criteria:

• When customers do X we know it will accelerate their time-to-value
• When customers do X and then Y we know retention will drastically improve
• When customers do X we should pass them to sales as an expansion opportunity
• When customers do X they are ready for an upgrade opportunity

Qualifying a lead is critical in this current market and frankly in every market. Generating the lead or conversion isn’t enough.

Based on the framework noted above, you’ll then want to think through “scoring”. Here is a helpful question to get you started: What are your best practices for scoring inbound leads?