Are your leads ready for market? Or do you have a problem with conversion rates?
The age-old conflict between sales and marketing appears to always come down to one thing: leads. If you’re pondering how to generate MQLs or grappling with conversion rates, the solution often lies in the quality of your leads.
While marketing teams have historically been judged on the amount of demand they drive, sales teams are frequently seeking for more quality prospects to sell to.
Both your sales and marketing teams are in charge of capturing leads. While marketers are responsible for establishing and executing the lead capture strategy, sales teams should also convey their anticipations and requirements. When these groups collaborate, high-quality marketing qualified leads (MQLs) can be generated.
Must Read: MQL to SQL conversion rate
How to Generate MQLs Like a Pro: Proven Strategies
Lead Scoring And MQLs
Some businesses may use lead scoring to determine how suitable a MQL is to be passed on to the sales team. Based on characteristics defined by your sales team, lead scores assist in identifying the authenticity of a lead.
With the purpose of transforming prospects into legitimate clients, marketing teams utilize lead generation tactics to lure, qualify, and send high-value leads to their sales staff. The greater a lead’s lead score, the more likely they are to become a client.
An intern trying to understand the fundamentals of marketing, for example, may have a lower lead score than a sales manager looking to access a case study. Lead score considers previous interactions with site material, demo suggestions, and even social media activity. This score reflects buyer intent and aids marketers in delivering higher-quality leads to their sales teams.
Must Read: 5 Ways to Implement MQL Marketing Tactics
The Most Effective Methods For Creating High-Value MQLs
It makes no difference how many MQLs you create if they aren’t legitimate sales leads for your team. Not all leads are generated the same. If you want to establish a pipeline of engaging MQLs for your sales team, you’ll need an approach that involves both marketing and sales. Here are some of the greatest pointers for putting together a unified lead creation plan.
1. Learn More About Your Sales Cycle.
A well-coordinated marketing and sales plan is necessary for generating highly quality leads. While marketing is responsible for generating MQLs, including sales in the process can help to simplify your efforts. Meeting with your sales executives to acquire their perspective on your company’s usual sales funnel is an excellent idea.
Here are some questions to ask to obtain a better understanding of the sales approach:
- From start to end, how long does it take to finalize the deal?
- What do your clients who have won and those who have lost have in common?
- What are the requirements for leads to be sales qualified?
- What are the most prevalent issues that your customers have?
Understanding your sales cycle will help you identify leads more effectively. It’s simpler to identify qualifying leads when you comprehend what motivates the prospects to buy. This method also aids in the setting of clear standards with your sales management.
Your marketing team will be able to create higher-quality MQLs if everyone’s objectives about what information sales needs to nurture a lead are aligned. All of this makes achieving ROI easy and creates an impact on the overall revenue.
2. Establish Marketing Objectives That Are In Line With Your Sales Objectives.
It’s all about the statistics when it comes to determining the effectiveness of your lead generating campaign. And, because producing leads is in the interest of your sales team, it’s critical to select targets that are in line with your sales objectives.
These figures might also help you plan out your lead generation strategy. When you first start producing leads, keep track of where they’re coming from and how many you’re creating from each channel. This information can help you choose where to concentrate your efforts in order to draw more MQLs and gives you a clear picture of which techniques aren’t worth your time.
The following are some of the most popular metrics used to assess MQLs:
- MQLs: the number of eligible leads created by marketing in a specific time period (monthly, quarterly, annually, etc.)
- Which resources or channels generate the most effectively: (LinkedIn ads, webinar sign-ups, free trial demonstrations, and so on.)
- Which platforms and techniques turn the most leads into MQLs in terms of sales conversion? Which sorts of content lead to the greatest conversions?
3. Select The Most Appropriate Lead Generating Channels.
Getting the correct content in front of a customer at the right moment is crucial to attracting their attention. But that’s not all: finding the correct medium to communicate your content might be just as crucial as what you’re conveying.
A cross-channel marketing plan is one of the finest methods to keep your engagement with leads active, especially with so many leads consuming content digitally. It’s difficult to strike a balance between a coherent digital experience and one that’s too overpowering. It’s ideal to begin by experimenting with a few lead generating sources, then narrowing your emphasis as you discover what works best for your company.
For attracting MQLs, here are some familiar lead generating channels:
- Content marketing
- Organic search
- Email marketing
- Display ads
- Social media
- Paid Search / PPC
- Webinars and podcasts
A variety of things will influence the performance of your lead generating methods. Analyzing cost per acquisition (CPA) is a prominent marketing tactic. Your marketing team may use your CPA to figure out how much it would take to persuade a visitor into a potential customer. Your marketing initiatives will be more cost-effective if your cost per acquisition is minimal.
MQLs That Aren’t Qualified Are A Thing Of The Past.
Now that you’ve learned the fundamentals of MQLs and what classifies these leads, it’s time to put your newfound knowledge to work. Use the information in this blog to create a more intelligent lead generating plan that will help you locate the correct leads faster. And if you want any support with lead creation, please contact us and we will ensure that your experience is rewarding.
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.