Hungry teams demand sales qualified leads, so why not generate them?

Your website must be working day and night on generating sales qualified leads. By simply tuning your site to best practices in user experience, design and SEO, you’ll see positive awareness and lead growth. Oh, and your paid ad, social and brand teams get laser alignment, too.

Learn how we help generate SQLs

Top organic qualified lead generation challenges

Identifying the correct website keyword structure to match lead intentions.

Defining the type and frequency of the content you need to output.

Building the attribution reports to track sales qualified leads.

Funding the right type of lead generation activities.

How we help your SQL campaign succeed

Landing page optimization
CTA optimization
Sales ready PDFs

Landing page optimization

Landing pages continue to grow as a popular qualified lead generation asset for paid, social and SEO teams, so it doesn’t come as a surprise we focus on rebuilding your critical pages for peak performance. The biggest mistakes we see are bland landing pages using the same cookie-cutter design template, heavy coding and content that doesn’t align with SEO.
CTA optimization

Calls to action need consistent testing because “Download Now” and “Learn More” aren’t the most effective conversion actions. As part of landing page optimization, it’s important to A/B test CTAs for placement and wording. We’ll help build in manual or dynamic tests to understand what your specific audience prefers to interact with the most.
Sales ready PDFs

The chances are you have great content that you can convert into a comprehensive buying guide, comparison sheet, solution brief or article. We’ll help you identify and build the right PDF to help with gated inventory. You will be able to use your new resources as an on-page lead gen tool and an off-page sales asset.

Landing page optimization

Landing pages continue to grow as a popular qualified lead generation asset for paid, social and SEO teams, so it doesn’t come as a surprise we focus on rebuilding your critical pages for peak performance. The biggest mistakes we see are bland landing pages using the same cookie-cutter design template, heavy coding and content that doesn’t align with SEO.

CTA optimization

Calls to action need consistent testing because “Download Now” and “Learn More” aren’t the most effective conversion actions. As part of landing page optimization, it’s important to A/B test CTAs for placement and wording. We’ll help build in manual or dynamic tests to understand what your specific audience prefers to interact with the most.

Sales ready PDFs

The chances are you have great content that you can convert into a comprehensive buying guide, comparison sheet, solution brief or article. We’ll help you identify and build the right PDF to help with gated inventory. You will be able to use your new resources as an on-page lead gen tool and an off-page sales asset.

Methods we use to generate qualified leads

Intention-based website design

User experience optimization

Full-funnel analytics

Intention-based website design

Although it seems common practice to ensure your website is aligned to cater to your buyers’ research needs, most business sales organizations evolve faster than their digital efforts do. This disconnect leaves core product, service and resource pages misaligned, which means your lead gen machine needs some work. We’ll help you tailor your existing site or rebuild it to align it to user research stages.

User experience optimization

Great UX maximizes your conversion potential for critical gated and demo pages. After organic intention research is complete, we’ll help tune your site’s layout to resonate better with what your audience is already used to, utilizing nudge theory to get them to interact with it.

Full-funnel analytics

Understanding attribution will help you understand which channels, pages and campaigns are best for quality marketing lead generation. We’ll set up your GTM and Analytics so that you can easily understand the top digital lead sources.

Results

More and more demand-generation marketers find themselves fused with the sales team. As such, we’re consistently looking to improve the right type of awareness in order to target middle to low-funnel leads to move them through to the sales pipe quicker. The Productive team is helping do just that a task that isn’t easily done for a digital government services industry.

SCOTT HARRIS

CMO, PayIt

Qualified lead generation services you’ll likely want to pair with

Local SEO

For upstarts, it’s hard to compete against established brands conquesting keywords nationally.

B2B Copywriting

Captivating copy is essential to complement effective web design and page layout. Copy helps the user relate to your services and convert faster.

Editorial Calendar

We’ll work with your copy team to build a tandem timeline and detailed content outlines built specifically to boost content SEO.

FAQs

What is a sales qualified lead?

A sales qualified lead (SQL) is a prospective customer who, having been vetted by both marketing and sales teams, is deemed ready for the next stage in the sales process. SQLs have shown interest in the product or service, have the authority to purchase and are a good fit for your specific product or service.

How does intention-based website design increase sales qualified leads?

Intention-based website design can increase sales qualified leads by aligning your digital presence with a buyer journey and research needs. When your site’s structure, content and navigation design match the intentions and questions of potential customers at each stage of their decision process, you naturally attract and convert more qualified prospects.

What landing page elements most effectively convert visitors to SQLs?

Your B2B landing page is a critical conversion point for your business. Including the following five website elements has been proven to increase conversions:

Strong SEO headers that immediately address a reader’s specific challenges
Concise lead forms with questions that are designed to pre-qualify leads
Solution-focused content writing that demonstrates how you solve their problems
Compelling social proof that includes provable data and recognizable clients
Value-oriented calls to action (CTAs) with engaging language and design elements

💻 Want to drive more conversions? Get the best tips with our comprehensive B2B demo landing page guide.

How can attribution reporting help identify your best sales qualified lead sources?

You can’t correctly optimize for SQL generation if you don’t know where your leads are coming from. Attribution reporting is the solution, mapping your leads back to their originating touchpoints so you can visualize which channels and campaigns deliver the highest-quality results for your money.

Attribution insights help you:

Track the entire customer journey
Compare conversion rates across sources
Measure marketing ROI accurately
Analyze SQL quality by source

Optimize marketing budget allocation

MQL vs SQL: What is the difference?

A marketing qualified lead (MQL) shows initial interest through marketing engagement but needs nurturing. They match your targeting criteria but lack clear purchase intent.

A sales qualified lead (SQL), on the other hand, demonstrates specific buying signals and meets qualification standards (budget, decision-maker authority, need and timeline). These leads have been vetted by a marketing team and are now ready for direct sales outreach.

💡Learn how to use intent data to drive sales.

What analytics should I track to measure qualified lead generation success?

To properly evaluate your ROI and optimize your performance, focus on these top five metrics:

Conversion rate at each sales funnel stage: Track how leads progress from visitor to MQL to SQL, taking specific note of the drop-off points to identify where you should focus.
Lead quality metrics: Measure lead-to-opportunity conversion, sales cycle length and win rates.
Source attribution: Identify which channels and campaigns generate the highest volume and quality of leads.
Cost per lead: Calculate acquisition costs for each MQL and SQL across different marketing channels.
Revenue by channel: Measure return on investment based on the revenue generated from qualified leads by source.

How do optimized CTAs impact your qualified sales lead generation?

Optimized calls to action significantly enhance your ability to generate qualified leads in five key ways:

Attracting higher-quality prospects: Solution-oriented CTAs that are focused on the pain points of your ideal customers helps filter your leads.
Boosting conversion rate optimization: Well-designed CTAs with engaging language increase the rate and speed of conversions through your funnel.
Capturing intent to buy signals: Strategic CTA placement can help reveal where your site visitors are in their buying journey and what challenges they are trying to solve.
Improving lead segmentation: Using different, targeted CTAs allows for automatically categorizing leads based on interests, needs, and engagement levels.
Reducing sales qualification time: When CTAs align with qualification criteria, they help pre-qualify leads before reaching your sales team.

📈 Want to improve your calls to action? Check out our CTA best practices for driving clicks and sales.

What types of gated content best attract high-quality sales leads?

The most effective gated content for attracting high-quality sales leads demonstrates clear value and addresses specific pain points:

Industry benchmarking reports that allow prospects to compare their current performance against competitors and industry standards.
Competitor comparison pages that evaluate different approaches to solving specific problems relevant to your target audience.
Implementation frameworks, roadmaps and case studies that offer guidance for addressing complex challenges, showcasing your expertise.

Remember, these content types work best when they’re highly relevant to your buyer’s specific challenges, demonstrate the effectiveness of your service and provide immediate value that justifies the exchange of contact information.

How can SEO strategy complement your SQL generation efforts?

An effective search engine optimization (SEO) strategy complements lead generation by targeting high-intent keywords to create problem-solving content that attracts leads actively seeking and searching for solutions like yours.

This strategy improves lead quality for sales and marketing teams through relevance, supports nurturing throughout the buyer journey (from initial interest until ready to buy) and enhances the user experience to increase conversion rates.

🚀 Looking to boost sales? Explore the key steps to a successful SEO lead generation program.

What are the most common mistakes businesses make when trying to generate SQLs?

Many businesses struggle to generate quality sales qualified leads due to fundamental errors in their approach:

Prioritizing quantity over quality: Chasing lead volume instead of focusing on prospects likely to convert.
Poor marketing-sales alignment: Lacking a clear definition of your ideal customer profiles and smooth handoff processes between teams.
Inadequate lead qualification: Missing structured criteria to identify truly sales-ready prospects.
Generic content and messaging: Failing to target specific pain points of ideal buyer personas.
Insufficient lead nurturing: Rushing leads to sales before they’ve progressed through necessary buying stages.