What is a Marketing Qualified Lead?
A Marketing Qualified Lead (MQL) is a prospect that is more likely to be a customer compared to other leads based on their digital activity before converting.
As a Marketing Agency, if you only send MQL’s to your clients, then Sales spends less time qualifying a lead and more time selling. This process increases conversions and closes more deals.
How do you define a Marketing Qualified Lead for your clients?
Every client’s definition of an MQL will vary, but it should reflect a combination of traits and digital behaviors that indicate a lead is both a good fit for your client and ready to speak to a sales representative.
A lead is going through 60% of the buy cycle before talking to a sales rep. This means you need to be tracking them each step of the way and alerting sales as soon as they cross a certain threshold.
Digital behaviors, such as the lead visited the pricing page on the company website, downloaded a whitepaper on a landing page and spent 20 seconds on a case study page are all indicators of their interest.
Sit down with your clients and define which behaviors signify buying interest and which traits they want to see. This initial definition may change over time, but it’s important to define early on in the process.
How do you implement a Marketing Qualified Lead Strategy for your clients?
An MQL Strategy is an integral part of marketing automation. It combines lead scoring, behavioral tracking and sales alerts to provide real time feedback on each lead’s stage in the buy cycle.
Once you know which behaviors and traits define an MQL, it’s important your lead scoring reflects this definition. For more tips on lead scoring click here.
Once a prospect has a certain score, an automatic sales alert will trigger to the appropriate sales rep. This will allow for almost immediate follow up, increasing conversions.
However, the process doesn’t stop here. Even after a lead has reached an MQL, it’s important they continue to be nurtured. Segment your database by isolating the MQL’s and send them content that resonates with their stage in the buy cycle.