Marketing problems are about lead cost and quality. The speaker argues lead quality isn't binary but a spectrum, and recommends adding friction to your funnel through long forms and confirmations to filter for serious prospects.
So there's sales issues and marketing issues. We talked a little bit about that. You know, marketing issues are lead costs, bringing in the right type of intent lead. As far as quality goes, quality is debatable. Everybody's on social media, everybody's seeing the ad mixture of leads is going to get broken up into there. So the fact that people think that it's like high quality leads, all are high quality or all are low quality, it's not like that. It's more in the middle. And the goal is to create a lot of friction points in the marketing process so that the leads are high intent. If somebody fills out a 15 step process and confirms things and writes things down, they're going to be higher intent.
