Generating leads is relatively easier than generating Marketing Qualified Leads (MQL)s. But what is a Marketing Qualified Lead and how does a normal lead qualify as a MQL? To know the answers to all of your burning questions stick around. Even if you acquire a lot of leads it still won’t be of great use. Why am I saying that? It is because if they don’t follow through and end up with no purchase then there is no profit. The important thing here to understand is that getting significant and high quality leads is more important rather than just getting leads. Following that, you need to make sure that you are pushing and leading them to the end of the Sales Pipeline. Now, let us first understand and know about the Marketing Qualified Leads (MQL)s.
What is an MQL?
Firstly, an MQL stands for Marketing Qualified Lead. A MQL is a prospect that has shown interest in your company’s products and services by engaging and giving identification details to be converted into a known lead. A MQL is a prospect that is more likely to become a customer in the future. But for that you need to warm up the lead by developing trust and letting them know how your product or service will be useful to them. You should also ensure that the lead is not just interested in your product or service but is qualified by predetermined criteria of a “good fit” target in terms of the resources and capabilities.
Strategies to drive more Marketing Qualified Leads
#1 Content Marketing
Content marketing is a great way to generate MQLs and turn them into sales. For this you need to be very strategic and definite in your plan of action. You must create compelling and attractive content that makes your audience stick around. It has been seen that people are more likely to read and go through content that has images and infographics.
Using different forms of content also adds uniqueness and keeps your readers interested. The different types of content that you should consider creating are as follows:
- Blogs, Articles
- Podcasts and videos
- Webinars and Online workshops
- White papers and press releases
- Product and service documentation
- Ebooks, Guides
- Case studies and Client testimonials
Just using varied types of content isn’t enough to turn your leads into clients. You must analyze what type of content you are getting maximum engagement in and reframe your content marketing strategy accordingly. Also you must not forget to include Call To Action (CTA) at the end of your content.
#2 Optimizing Your Content
Creating different types of content is easy but making it appear on the top of search results is difficult. But how can you do that? Answer is very simple: that is by optimizing your content and using SEO tools. With the use of SEO tools you can find the right keywords and the topics that are hitting the charts.
SEO is the cheapest way to drive more organic traffic to your website and generate more Marketing Qualified Leads (MQL)s. The SEO helps to target the audience by keyword research, cross- linking or repurposing dated content.
#3 Paid Ads
Paid ads can be of significant help when it comes to generating Marketing Qualified Leads(MQL)s. They have proven to be successful and the additional benefit is that you can select and set the demographics as well.
Using paid ads is advantageous as you get the clear insights and you can know how many people are engaging in your posts. This way you can determine the success or failure rate of your strategy. The only disadvantage is that you need to have a budget for it and it needs to be done for some specific period of time.
#4 Using Lead Generation Tools
Another way to get MQLs is using Lead Generation Tools. These tools are of significant help in the matter of generating leads.Using them you can analyze and monitor the activity history, content downloaded and the departing points of your target customers.
You can use this vital information to enhance your marketing efforts and strategy. Knowing and understanding the behavior of your target audience can help you know their pain points and interests. Thus, creating content according to the interests and engagement of the audience will help you in getting more MQLs.
#5 Lead Nurturing and Follow Up
Once you get the lead it is crucial that you nurture and follow it through. Or else your prospects might lose interest and forget about you. It is important to engage with your leads from time to time and guide them according to their journey in the sales funnel.
You must make sure that you are recalling your leads about your product or services and keeping track of their individual buying journey. Additionally try to create educational and valuable content that keeps your leads informed and engaged. As long as you are keeping things fresh from your end it is more likely that your lead will further proceed and become your customer.
#6 Using Marketing Automation
Marketing automation can be a helping hand in your marketing strategy. You might be thinking how? It is because it helps in saving time while your marketing team can focus on the overall tactics. You can do automation of many things such as lead nurturing, scoring, marketing analysis, platform integration and so on.
According to the research it has been seen that 77% of users experienced increased lead conversions using marketing automation. There are many marketing automation tools that you can consider using such as Hubspot, Marketi. Pardot , Adroll and much more.
#7 Customer Referrals
Customer referrals are the best and easiest way to get high quality leads. Customer Referrals are the people or the businesses that might need or would be interested in your product or services.
It is very common for companies to forget and ignore their existing customers. And here is where they make a big mistake. Customers should always be treated as a priority no matter how long they have been dealing with your company. It is important to follow up and check if they are experiencing any sort of problem with your product or service. If they are experiencing any problem then you should try to resolve it at the earliest and also ask for their feedback.
Maintaining a good customer- business relationship is not just important till the time of purchase. It goes beyond our imagination as the customers would often talk about your product or service with others. If they are not satisfied with it , it would lead to degradation of your brand image among people. However, if you maintain a good relationship with your customers then it would be even easier for you to ask them for referrals and also they would be happy to do so.
#8 Analyzing and refining your Sales Funnel
In this advanced world , the trends and people’s interests change from time to time. As we know that there are different stages in the Sales Pipeline and in the buyer’s journey. So, periodically you must also examine and identify what is working best and efficiently for you. Upgrading your strategy and tactics every now and then can help you perform better and increase your sales.
You must review all the activities of your sales and marketing teams and see where the conversion and closing rates are high. Considering these factors and pinpointing the bottlenecks will help you to strategize better and bring more Marketing Qualified Leads (MQL)s.
In B2B companies we know that generating Marketing Qualified Leads (MQL)s is a significant task. When you are able to generate enough leads it helps your sales team to close and secure more deals. Constantly sharing interesting and informative content aids in nurturing your leads and turning them into customers. However the process is not that easy and you need to take multiple steps to ensure creamy flow of leads in your Sales funnel. Nonetheless, above we have given some pro tips to up your game of generating MQLs. We are sure that these proven tips will help you get desired results and you will thank us for that.