Marketing is just MQLs
A Marketing Qualified Lead (MQL) is a lead who has indicated interest in what a brand has to offer based on marketing efforts or is otherwise more likely to become a customer than other leads. These are promising leads that are curious and considering you, but they haven’t quite made the step into a sales conversation yet. However, they’re more likely to be receptive to a sales pitch than a normal lead. If you think about your own buyers’ journey, it would be pretty rare that you submit your real email address unless you’re open to starting a conversation. An MQL is judged to be interested in your products and/or services, and you may offer a solution to whatever it is they need.
At a high level, a lead becomes an MQL, then a SQL, working their way down the funnel until they (hopefully) become a customer. If a lead becomes an MQL, they’ve been vetted by the marketing team. In other words, the marketing team determines whether or not they believe sales would have a good chance at successfully nurturing and converting a specific lead into a customer
“MQL’s are very much alive and are here to stay for a long time!”
Lead is ever qualified by Marketing
The value of marketing is really in Sales and our ability to help not only keep the lights on but make things shine brighter.
Marketing to Sales handoff
Before a lead is ever qualified by Marketing and on its way to Sales to further qualify, Marketing and Sales need to have agreed upon two things: a clearly defined Service Level Agreement (SLA) and the specific buyer personas within your Ideal Customer Profile (ICP).
For Marketing to properly segment and route leads and for Sales to properly follow-up with inbound leads, an SLA and clearly defined buyer personas are a must-have, and they must receive the stamp of approval by both teams.
research beyond the business plan
An Ideal Customer Profile (ICP) helps organizations identify what companies would benefit most from their solution and have a real need for it. An ICP clearly defines these hypothetical companies by company size, average revenue, industry, location, etc. Without a documented ICP in place, Sales and Marketing will most likely be targeting two different profiles or casting a wide net with low conversations.
After Sales and Marketing have sat down and defined their SLAs and buyer personas, the next step in
ensuring a smooth handoff and more quality leads in the pipeline is to utilize lead data and lead scoring to
develop more robust campaigns that allow Sales to focus on the leads that matter most.
At the end of the day as marketers, we know which variables make the most sense and what it is that we’re trying to learn from these different audiences. And most of the time it comes from the demographic and behavioral metrics. We know what those demographics are. We know what those behaviors are. We don’t need to divvy them up in different areas or make it more complex to apply those scores and to make it make sense… If you get a CMO from a country that you don’t sell to, then you know that’s a waste of time for the SDRs. So one of the first things you can do is degrade certain regions or countries from a scoring standpoint to help prioritize high volumes of leads
We Fill your hunger for MQL's
We can generate interest and distribute content. Our sales agents can introduce a new product or service to an existing database or increase awareness of a solution within a new target group of companies. We can develop relationships with your buyers at every stage of the sales funnel. Our sales agents listen to the prospects needs, providing the information and answers they require to move them through the sales funnel. Marketing Qualified Leads have shown interest in buying. They’re open to the idea of a sale and have taken an initial step to engage with your business, without buying.
Our MQL Campaigns has better understanding of the potential client including whether they are symptom aware, problem aware or solution aware. This allows us to take the right steps in solving the client’s problem. As such, we understands at a more granular level the type of lead and when it is time to transition them to the sales team as an SQL without losing any opportunities.