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Want The Cheapest QUALIFIED Leads

20 Oct 2026 · 1 min

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In this segment, Eric Deeran explains how IBM’s use of a structured lead‑qualification approach dramatically increased the likelihood that prospects attended scheduled calls and closed deals. He argues that marketers can replicate this success by embedding BANT‑style qualification fields (Budget, Authority, Need, Timeline) into their lead capture forms, call‑booking pages, or calendar integrations. By feeding these qualified‑lead signals to Meta’s advertising platform, the algorithm can be trained to prioritize the cheapest qualified leads rather than merely the cheapest raw leads, delivering higher‑quality prospects at lower acquisition cost.

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Now, IBM found when they qualified leads this way, there's a much higher likelihood that they showed up to the call and then closed. And so you can take this same strategy and implement into your lead forms or call booking forms or calendar to get better quality leads, to train the Meta platform to find you better qualified people. Because if it only can get qualified leads, it will try to optimize around the cheapest qualified leads, which is exactly what we want. We We don't want the cheapest leads, we want the cheapest qualified leads. And so try implementing something like BANT into your forms, into your calendar, to basically get better quality leads to train the platform around better quality people.