Generating and acquiring leads can be really simple for most businesses. However, getting MQL marketing leads, the ones that are most likely to convert, are far more difficult since it requires you to put in a lot of research and develop a complex funnel.
What is MQL Marketing?
MQL or a marketing qualified leads is a potential lead/prospect who is more likely to convert into your customer because he has already been prepared through different methods. Allowing this person to warm up to your brand, building trust and putting him in the position to accept your solution can be accomplished via the content that you offer.
Generating leads is on top of every businesses’ list and we all know by now that doing so is not an easy task. However, generating marketing qualified leads by using MQL marketing tactic are more likely to work their way down the sales funnel which is a struggle for most marketers. Generating non-qualified leads requires only the lead magnets and the top of the funnel to be persuasive whereas a reliable MQL lead generation strategies requires thoughtful work throughout the funnel.
If you are a marketer with MQL quota, you are required to always be in search of new ways to generate MQLs and high quality leads for the company. However, in order to understand the ways to find leads, you will have to analyze what makes a lead marketing qualified for your company.
Problems faced during MQL Marketing
While the whole concept of MQL lead scoring technique is strong and has helped many organizations to close more deals reliably, some companies have faced issues. Certain organizations face problem while trying to understand the concept and generate, in general.
To overcome these difficulties we have rounded about 5 most important MQL marketing tactics that can be helpful for your business.
Develop and Share Plausible Content
A marketer’s main job is to get to know their target audience. While researching your customers, you will learn about their major pain points and how well they relate to your solution (product). Taking these pain points into consideration, you can craft a powerful content around those topics and address their problems while providing solutions to them. This can be a great way to add value and improve your relationship with the customers as they move further ahead through your sales funnel.
As soon as your leads begin to look for solutions to their problems, your continuous effort of providing high value content will help your business to be on top of their mind when a prospect is searching for answers. It is very important for you to have enough content so that you can make sure you can pull your prospects into the funnel at the right time.
Propel Prospects at the Top of the Funnel
You need to have a solid reason through which you can coax the prospects to enter your funnel to start with. The best possible way to do is to incentivize entrance to top of the funnel. Marketers who focus on inbound marketing will provide lead magnets to their prospects which can be as important as a high value content in the form of webinars, e-books, white paper, or any other resources that the audience finds useful and interesting.
Propelling your prospects to enter the top of the funnel through offerings can be an effective way to grow your MQLs and help you reach the quotas each month. You can also use these offering as a primary call-to-action method on your blog posts and other items to bring more leads in your funnel.
Retarget to Capture Lost Leads
You need to understand this – 96% of the visitors that land on your website are not ready to buy. A lot of these people visit your website for conduction some initial research and to weigh down their options. But, they might be ready to buy in coming weeks or months and so you should make sure that your company is at the top of their mind.
Customers usually have a more positive reaction to ads that are retargeted. As per a study conducted by e-Marketer, as much as 30% of customers said that they have a positive reaction whereas only 11% of people revealed they felt negatively about these ads. People often notice ads of products and then look them up on other websites.
You can reconnect with the leads that you have lost with the help of retargeted ads all the while keeping your company at the top of their mind during their buying cycle’s research phase. By now, you are already aware that these customers are interested in your products and with a little more awareness about your brand can help them take the leap.
Must Read: MQL to SQL conversion rate
Engage with Prospects using Marketing Automation
You cannot handle high touch marketing and sales process by hand. You can also not expect your marketers to converse with hundreds of prospects on their own. MQL marketing can show better results if you use marketing automation to talk to your prospects. Marketing automation tool is a combination of CRM, email marketing, web publishing tools that provide the marketers with the tools they need to engage regularly with the prospects.
A lot of marketers already agree that email marketing is one of the most effective leads generation strategy. Using the automation tools enables the marketers to connect and deliver the materials to the prospects based on the actions they have taken.
Collaborate with Influencers and Micro-Influencers
There is no doubt that customers implicitly trust people who are influential. As much as 70% of the millennials agree to being influenced by the recommendations they have received from their peers. Developing relationships with leading influencers as well as micro-influencers of the industry will prove to be a great way to not only place your company in front of a larger audience but also to help you distribute your content as well as marketing materials across. When you get a popular influencer to re-tweet your latest blog, your reach will grow and more leads will come your way and into the top of your funnel, resulting in more MQL Marketing leads.
Generating leads on your own, as a marketer, can be a tough enough task. But with the help of tried and tested MQL marketing tactics, you can overcome this difficulty. All you need to do is focus on effective marketing and churning our compelling content. With Only B2B you can achieve your goal to get good quality MQL leads.
Vikas Bhatt is the Co-Founder of ONLY B2B, a premium B2B lead generation company that specializes in helping businesses achieve their growth objectives through targeted marketing & sales campaigns. With 10+ years of experience in the industry, Vikas has a deep understanding of the challenges faced by businesses today and has developed a unique approach to lead generation that has helped clients across a range of industries around the globe. As a thought leader in the B2B marketing community, ONLY B2B specializes in demand generation, content syndication, database services and more.