How To Identify a Marketing Qualified Lead:
If a business wants to generate revenue, it must be a leader. According to HubSpot, most marketers believe that lead generation is their top priority. Ideally, this benefit drives customers to buy from the brand. Although many businesses view all clues as clues, the reality is that not all clues are equal.
Leads are usually classified as Marketing Leads (MQL) or Sales Qualification Leads (SQL). But at what point does an idea fall into one of these categories? Shouldn’t brands advertise all their offers and then try to close the sale? To find the answer, we talked to marketers to better understand the most qualified clues and how to manage them.
What is an MQL(Marketing Qualified)? (And how are leaders marketed?)
“A Qualified Marketing Leader is a guide who has shown interest and intent in their marketing efforts by taking action,” said Kendall Aldridge, Marketing Manager at OnePitch, San Diego, CA. For example, most brands see potential customers as people who visit or link to their sites on social media. However, initial interest, such as visiting a website a few times, is not enough to classify it as MQL – the intent is also an important factor.
MQLs are potential customers who are determined to become more buyers, but who have not yet decided to buy. According to Jesse Thé, president and CEO of Tauria, Ontario, Canada, “a visitor expressed interest in the content of the site to become an MQL.” The behavior of a potential leader can classify it as a marketing skill.
This could be filling out a form to download an e-book, signing up for a newsletter, or, in the case of an e-commerce store, placing items in a shopping cart. Although configuration and behavior are a starting point for rankings, companies tend to use inversion techniques before deciding to become an MQL. Brands, for example, can refer to the personality of a buyer, compare the existing demographics of purchasing and then determine what behaviors are most important for a potential customer to become a qualified marketing leader.
The right approach to Marketing Qualified
Since all leads can be MQL based on specific criteria, many businesses may consider marketing all of their leads at once. However, some marketers believe that this is the wrong approach.
“A meaningful conversation with a prospect is worth ten times more than MQL because of a marketing campaign that ‘splashes and prays en masse,” said Leila Modares, marketing director of Santa Clara, CA, based in Infostretch. It’s tempting to stick with MQL data when deciding whether your marketing efforts will be successful, but it does not match the non-linear nature of what happens in the actual buyer’s journey, Modares explains.
Instead, what happens is that even if a prospect is content to find something of value to him, it does not mean that it should be classified as an MQL. “The best approach for this is to verify the intent and set good benchmarks for what a market advantage could be,” suggests Aldridge.
With a robust points system, business owners can better understand merchant actions and use data to better optimize customer demand. Here are some steps you can take to begin the process of preparation for mediation.
Define an MQL for your brand(Marketing Qualified):
The criteria a prospect must meet to become a Qualified Marketing Leader differs from company to company. Talk to your marketing and sales teams to determine the ideal score a prospect should have before they go down the funnel.
Evaluate clues based on buyers:
If you market correctly, most of the clues you generate will match your ideal buyer. However, if a prospect takes an intended action but disagrees with the buyer, they may not be ready to be classified as an MQL yet.
• Compare historical behavior:
Just as your ideal buyer will have specific characteristics, so will the customers who did at the end of your right to sell. Identify the factors and actions these buyers have taken and compare them to the actions your potential person is taking.
• Ask your customers:
One way to determine if the intent is an MQL is to ask them. This is an easy way to ask a potential customer if they would like to be contacted through one of your sales forms, classify them as MQL and continue to provide relevant information.
Anyone interested in your product or service will not become an MQL. However, by understanding what qualified marketing means for your brand and using your potential’s possible actions, you can determine which one is right for the role.