What Is a Marketing Qualified Lead (MQL)?
Posted: Mon Dec 23, 2024 6:00 am
All leads aren’t created equal, and that’s especially true when it comes to B2B marketing.
A lead is only as good as its ability to be successfully converted to a paying customer. That’s why marketers need to identify and prioritise Marketing Qualified Leads (MQLs) - leads that have already demonstrated an interest in their products or services and are more likely to convert.
A marketing qualified lead (MQL) is a potential customer identified by marketing as having a higher likelihood of becoming a paying customer. An MQL is typically generated through various marketing activities, such as website visits, content downloads, webinars, or other interactions with your brand. Usually, these leads are further qualified by your B2B sales team before they become true customers.
A marketing qualified lead is identified by the marketing team. They will identify who has engaged with their campaigns and marketing assets and then examine the customer behaviour and marketing data surrounding it.
To simplify the MQL marketing process, each number indonesia team should have a defined list of criteria determined by past buyer journeys and the total addressable market. This list can include:
The type of business or organisation
Examine past MQL behaviour - Look at how past prospects have acted when they were ready to make a decision and when they weren’t. B2B data you’ve collected over the years from past campaigns will help you identify intent faster and prevent an uptick in closed-lost deals.
Get feedback from your customer - Once your SaaS sales team has converted a targeted lead into a customer, have an SDR follow-up and ask them about the process. What made them decide to choose your company? Then do the same with potential marketing leads that backed out to discover what made them go in another direction and to track future MQL performance.
Monitor your metrics - If you're keeping track of your marketing metrics, you'll easily be able to monitor trends that occur when it comes to meeting MQL targets with successful conversions. Look at what these SQL leads have in common, which lead sources received the most engagement, and what content had the most conversions and the highest quality inbound marketing leads. This data can help you determine what tactics to duplicate and which aren't working.
Establish how you are different from your competitors - Look at your competitors and see how your offering differs from theirs. Do you have a feature to hook a prospect with that they don't? Use this to gain an edge in your content marketing for a higher MQL conversion rate.
A lead is only as good as its ability to be successfully converted to a paying customer. That’s why marketers need to identify and prioritise Marketing Qualified Leads (MQLs) - leads that have already demonstrated an interest in their products or services and are more likely to convert.
A marketing qualified lead (MQL) is a potential customer identified by marketing as having a higher likelihood of becoming a paying customer. An MQL is typically generated through various marketing activities, such as website visits, content downloads, webinars, or other interactions with your brand. Usually, these leads are further qualified by your B2B sales team before they become true customers.
A marketing qualified lead is identified by the marketing team. They will identify who has engaged with their campaigns and marketing assets and then examine the customer behaviour and marketing data surrounding it.
To simplify the MQL marketing process, each number indonesia team should have a defined list of criteria determined by past buyer journeys and the total addressable market. This list can include:
The type of business or organisation
Examine past MQL behaviour - Look at how past prospects have acted when they were ready to make a decision and when they weren’t. B2B data you’ve collected over the years from past campaigns will help you identify intent faster and prevent an uptick in closed-lost deals.
Get feedback from your customer - Once your SaaS sales team has converted a targeted lead into a customer, have an SDR follow-up and ask them about the process. What made them decide to choose your company? Then do the same with potential marketing leads that backed out to discover what made them go in another direction and to track future MQL performance.
Monitor your metrics - If you're keeping track of your marketing metrics, you'll easily be able to monitor trends that occur when it comes to meeting MQL targets with successful conversions. Look at what these SQL leads have in common, which lead sources received the most engagement, and what content had the most conversions and the highest quality inbound marketing leads. This data can help you determine what tactics to duplicate and which aren't working.
Establish how you are different from your competitors - Look at your competitors and see how your offering differs from theirs. Do you have a feature to hook a prospect with that they don't? Use this to gain an edge in your content marketing for a higher MQL conversion rate.