What counts as a qualified B2B lead for a small agency?
A lead is qualified when they have a problem you solve, budget for your minimum project, a reachable decision maker and a reason to act within three months.
Large companies use qualification frameworks with acronyms; a small agency needs something faster, because every unqualified lead costs the owner's own time. The practical test is simple: would you happily spend an hour on a proposal for them? If the answer depends on facts you do not know yet, the lead is interested, not qualified.
Expect most leads to fail the test. In early-stage or broadly targeted campaigns, around 20% of marketing leads become sales-qualified, while sharply defined niches can push that above 50%. Of 23 enquiries in a month, a web agency might find 6 that meet all four criteria. Those 6 deserve calls and proposals; the rest get a polite reply and a useful resource.
Budget is the criterion agencies skip most often, out of politeness. Ask early and offer a range: 'Projects like this usually land between €8,000 and €15,000. Is that close to what you had in mind?' A clear no at this point saves both sides a week of work.
Four checks before you call it qualified
- A problem you solveThey describe a need that matches a service you already deliver well, not one you would have to invent for them.
- Budget above your floorTheir range covers your minimum project size. If it does not, refer them to someone who fits.
- A decision maker in reachYou are talking to the person who signs, or have a clear path to them; see how to find the decision maker at a small company.
- A reason to act nowA launch, a deadline, a lost supplier or a growth target gives them a reason to decide within about three months.
Add the four checks to your CRM as yes or no fields and move only leads with four yeses into the proposal stage. Matched introductions help with the first check: on Meetcatcher each suggested company comes with a reason why it may be interested in you and how it could help you, so the fit is visible before the call starts.