Eric Deeran explains BANT, IBM's framework for qualifying leads by Budget, Authority, Need, and Timing. Ask these four questions upfront in your forms or booking pages to filter out unqualified prospects and stop your ads from targeting cheap, low-quality leads.
That is your job to tell them what that looks like. And what you want to look for is it's an acronym from IBM did this back in the day when they were trying to sort out whether somebody was a qualified lead or not qualified lead. It's called BANT. So B-A-N-T. And so what we do is we implement basically 4 questions that fall under BANT. So budget, authority, need, and timing. You would need to have these questions on either your lead form or on your calendar. So people who are not the right fit can't book a call with you and you can't get that data sent back to Meta. So it doesn't optimize for the wrong types of people because Meta is always going to try to find you the cheapest lead, cheapest lead possible, right? And when you are not gating your forms properly, you get bad leads.
