Qualifying a lead means ensuring that the lead is a good fit for your product. You don’t want to waste time and resources trying to convert a potential customer who isn’t actually going to benefit from your products. That’s not good for your business and not for the lead who isn’t the right fit. Understanding your potential customer is essential for qualifying them as quality leads. Inbound campaigns mean being explicitly clear on your product and the solutions you can offer. For outbound campaigns, that means asking targeted questions to fully understand what the lead is looking for. The earlier you understand your customers’ needs and whether or not they are key decision-makers, the better.