Leads: a topic all company leaders have on their minds at least 90% of their work day.

Of course, this is no surprise since the present marketing context requires lead generation to have a solid journey in which agencies can identify the ups and downs to eventually make the best decisions.

To give ourselves a more profound sense of direction for this article, we asked some of the marketing agency leaders who work with AdClicks what tricks, strategies, and insights they’ve gained during their journey to consistently generate quality leads.

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Here’s what they had to say.

What Is a Marketing Qualified Lead?

First, we wanted to reunite their perspective on the definition of quality leads, and this is what came up:

A Marketing Qualified Lead (MQL) is a prospect who has demonstrated a certain level of interest in a company’s products or services, making them a potential customer.

MQLs are typically identified based on specific criteria, such as their engagement with marketing content or their fit within the target audience.

Unlike raw leads, MQLs have progressed through certain stages of the lead generation process, indicating their readiness for further nurturing and, ideally, conversion into a customer.

Analyzing Successful and Poor Leads

Everyone working in marketing knows the success or failure of an MQL depends on each step we take along the way. For this, it is essential to pay attention to the key indicators that can help us gauge the potential success or failure of an MQL.

Here are some factors to consider when assessing the success or quality of MQLs

Successful Lead Journey

A successful client journey typically begins with the prospect becoming aware of the company’s offerings through various marketing channels. They might come across a blog post, social media ad, or email campaign that piques their interest.

The key steps in a successful lead journey are as follows:

sales journey


The prospect becomes aware of your brand and its products or services.


They engage with your content, showing a genuine interest. This could involve downloading a whitepaper, signing up for a webinar, or filling out a contact form.


After the initial engagement, the prospect is nurtured through targeted content and personalized communication. This helps build a relationship and address their specific needs.


Eventually, the prospect is ready to make a purchase decision, and they convert into a paying customer.

Poor Lead Journey

A poor lead journey, on the other hand, involves leads that fail to progress effectively through the stages. Here’s how a poor lead journey typically unfolds:


The lead might enter your marketing funnel but remain stagnant, showing minimal interest or engagement.


Due to a lack of nurturing and follow-up, the lead’s interest wanes, and they lose touch with your brand.


Ultimately, the lead is lost, and the opportunity for conversion is missed.

Watch a example of a great report here

Quality vs. Quantity of Leads

And, of course, this article cannot overlook the age-old debate regarding whether companies should prioritize quality over quantity when generating leads. Let’s analyze each side of the coin.

Quality Leads

Quality leads are those prospects who are genuinely interested in your product or service and are more likely to convert into paying customers. They often have a higher lifetime value and are more cost-effective to acquire.

Quantity Leads

Quantity leads are a larger volume of prospects, but they may not be as highly engaged or ready to convert. While they can provide a broader pool of potential customers, they often require more effort and resources to nurture and convert.

A quick AdTip: The key is finding the right balance between quality and quantity that aligns with your business goals and resources.

How Reports Help Improve Lead Quality

So now that we delved into the leads process, let’s explore how reports and data-driven insights can play a crucial role in improving lead quality.

Reports are essential tools that provide insights into the performance of lead generation efforts. They offer valuable data that can help you refine your strategies and focus on generating leads that are more likely to convert into customers.

Here are some ways in which AdClicks’s lead generation reports can help improve lead quality:

  • Identify High-Performing Channels: Reports can reveal which marketing channels, like CallRail or CallTrackingMetrics, are driving the most high-quality leads. By analyzing the data, you can allocate more resources to the channels that consistently deliver quality prospects.
  • Conversion Rate Analysis: Reports can track the conversion rates at each stage of the lead journey, from awareness to conversion. This allows you to pinpoint where leads are dropping off and take corrective action to improve those stages.
  • Lead Scoring: Lead scoring is a method that assigns a numerical value to leads based on their behavior and engagement. Reports can help you fine-tune your lead scoring system, ensuring that the most promising leads receive the attention they deserve.
  • Content Effectiveness: Through reports, you can assess the performance of your marketing content. Identify which pieces of content are attracting high-quality leads and which ones may need improvement or replacement.
  • Lead Source Analysis: Reports can show you which sources are driving the highest-quality leads. This information can guide your decision-making when it comes to partnerships, advertising campaigns, or content creation.
  • A/B Testing Insights: If you conduct A/B tests to optimize your lead generation strategies, reports provide the data to determine which variations are generating higher-quality leads.
  • Lead Nurturing Optimization: By tracking how leads respond to nurturing campaigns, reports can help you refine your communication strategies to better cater to their needs and preferences.
  • Feedback Loop: AdClicks’ lead gen reports can highlight trends and patterns in lead quality. This information can be used to provide feedback to your marketing and sales teams, enabling them to make data-driven adjustments to their tactics.
  • Continuous Improvement: Regularly reviewing reports fosters a culture of continuous improvement within your marketing team. It encourages ongoing refinement of lead generation processes to consistently attract higher-quality prospects.


Let’s Take You to the Bright Side of Leads

Now that you’ve gained a deeper understanding of what it takes to nurture and convert quality leads, it’s time to take your lead generation efforts to the next level.

With the AdClicks reporting tool, you can identify high-performing channels, optimize your lead nurturing strategies, and enhance the effectiveness of your marketing content while presenting visually appealing and custom reports—all at your fingertips.

But don’t just take our word for it. We invite you to try AdClicks for free for 30 days and see the difference for yourself. Join countless marketing professionals who have already transformed their lead-generation efforts with our reports and insights.

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