Type of MQL Leads and their Importance For a B2B Marketer

Marketing is all about building a relationship with your target audience and in order to do that, you need to know what they want. We have mentioned the types of MQL leads and their importance for a B2B Marketer.

According to the HubSpot State of Inbound report for 2018, generating traffic and leads is the most difficult challenge for 61 per cent of marketers. It’s no surprise, therefore, that getting leads is one of the main objectives for most marketers. Getting leads is more about quantity than quality. The emphasis is more on quantity than quality because collecting leads isn’t enough. Marketers also need to qualify leads in order to determine whether they’re worth pursuing.

Qualifying leads is important because not all leads are created equal. Some leads are more likely to result in a sale than others. So, it’s important for marketers to spend their time and resources on the leads that have the highest potential of converting into customers.

One way to qualify leads is by using the lead scoring methodology. Lead scoring is a process that assigns points to leads based on their characteristics. The points are then used to determine whether a lead is worth pursuing.

Types of Leads

All leads can be qualified or placed in one of two main categories. They can either be:

Marketing Qualified Lead (MQL)

A Marketing Qualified Lead (MQL) is a lead that has met the criteria set by your marketing team, typically including a certain score or engagement level. MQLs have been qualified as likely to buy your product or service, making them much more likely to convert than other leads.

Sales Qualified Lead (SQL)

A Sales Qualified Lead (SQL) is a lead that has met the criteria set by your sales team, typically including a certain score or engagement level. SQLs have been qualified as likely to buy your product or service, making them much more likely to convert than other leads.

buyers journey in graph and mobile phone screen as important fundamental of inbound marketing

Sources of Leads

There are a number of ways to generate leads. Some of the most common sources of leads are:

• Web traffic

• Social media

• Email marketing

• Event marketing

• Trade shows

• PPC campaigns

Importance of MQLs

MQLs are important because they’re more likely to convert into customers than other leads. In fact, according to the Aberdeen Group, companies that excel at lead nurturing generate 50 per cent more sales-ready leads at a fraction of the cost of companies that don’t nurture their leads.

MQLs are important because they’re more likely to convert into customers than other leads. In fact, according to the Aberdeen Group, companies that excel at lead nurturing generate 50 per cent more sales-ready leads at a fraction of the cost of companies that don’t nurture their leads.

That’s why it’s so important for marketers to focus on generating MQLs. By generating MQLs, marketers can reduce the cost of customer acquisition and increase sales.

How to Generate MQLs

There are a number of ways to generate MQLs. Some of the most effective ways to generate MQLs are:

• Creating content

• Offering free trials or demos

• Conducting webinars or webcasts

• Running social media campaigns

• Email marketing campaigns

Qualifying Leads

Qualifying leads is important because not all leads are created equal. Some leads are more likely to result in a sale than others. So, it’s important for marketers to spend their time and resources on the leads that have the highest potential of converting into customers.

Lead Scoring

Lead scoring is a valuable way to qualify leads. By scoring leads, marketers can determine which leads are more likely to convert into customers. This allows them to focus their time and resources on the leads that have the highest potential of converting into customers.

There are a number of ways to score leads. One of the most common ways to score leads is by using the lead scoring methodology. Lead scoring is a process that assigns points to leads based on their characteristics. The points are then used to determine whether a lead is worth pursuing.

There are a number of factors that can be used to score leads. Some of the most common factors that are used to score leads are:

• Lead source

• Engagement level

• Job title

• Industry

• Company size

Principles of Lead Scoring

Lead scoring is the process of rating potential customers, usually in order to decide which ones are most likely to buy.

The purpose of lead scoring is to prioritize leads so that salespeople can focus on the most promising ones first.

There are a number of factors that can be used to score leads, including demographic information, engagement with your brand, and how likely they are to buy.

When you’re scoring leads, it’s important to use a consistent system so that you can accurately compare potential customers.

Lead scoring can be a complex process, but there are a few basic principles that you can follow to get started.

1. Identify the factors that are most important to your business.

When you’re scoring leads, it’s important to identify the factors that are most important to your business.

For example, if you sell products online, you may want to focus on engagement with your website, or the amount of time a potential customer spends on your site.

2. Use a consistent system to rate leads.

It’s important to use a consistent system to rate leads so that you can compare them accurately.

For example, you may want to score leads on a scale of 1 to 100, with 1 being the least likely to buy and 100 being the most likely.

3. Prioritize leads based on their score.

Once you’ve scored your leads, you can prioritize them based on their score.

For example, you may want to focus on the leads with the highest scores first.

4. Regularly review and update your lead scoring system.

Your lead scoring system should be reviewed and updated on a regular basis to ensure that it’s still accurate.

For example, you may want to add or remove factors or change the way that leads are scored.

Lead scoring can be a complex process, but following these basic principles can help you get started.

Marketing Strategies for a Real Estate Business in a white paper

Lead Scoring Checklist

1. Did the lead touch based on marketing, content or product?

2. Did the lead take a high-level action such as filling out one of our forms and agreeing to hear about offers?

3. Did the lead do so without being prompted to do so (e.g., by clicking through an email)?

4. Did the lead visit our site after being contacted by sales (or a sales-like function)?

5. Did the lead take an action that would indicate research or purchase intent, such as visiting pricing pages?

6. Is the lead in an industry or company size that we are targeting?

7. Is the lead located in a geographic region that we are targeting?

8. Does the lead have job title or role that we are targeting?

9. How many times has the lead visited our site?

10. How long ago did the lead first visit our site?

11. How many pages did the lead view on our site?

Importance of Understanding Types of MQL Leads

It is important for any business to be able to identify the different types of MQL leads in order to better focus their marketing efforts. By understanding the different types of MQL leads, a company can develop a lead scoring system that will help them determine which leads are most likely to convert into customers. Additionally, by understanding the different types of MQL leads, a company can create targeted content and offers that best appeal to each type of lead.

When it comes to lead generation, it’s important to understand the different types of MQL leads that are out there. By doing so, you can better target your marketing efforts and improve your chances of converting more leads into customers.

What are the Different Types of MQL Leads?

The different types of MQL leads can be classified into three categories:

1. Interested leads

These are leads that have raised their hands and expressed an interest in your product or service. They may have filled out a form on your website, attended a webinar or download a white paper.

2. Qualified leads

These are leads that have met the qualification criteria that you set for your product or service. They may have answered a series of questions to determine their fit for your product or service, or they may have provided more detailed information about themselves in order to be qualified.

3. Sales-ready leads

These are the best leads of all, as they are ready to be contacted by a sales representative and are more likely to convert into customers. Sales-ready leads have usually already been through a lead nurturing process and have shown consistent interest in your product or service.

How Can You Turn MQL Leads Into SQL leads?

The next step is to turn MQL leads into SQL (sales qualified leads). The best way to do this is to create a lead nurturing campaign that targets each stage of the buyer’s journey. By creating targeted content for each stage, you can move interested leads through the funnel until they become sales-ready.

What’s the Takeaway?

Understanding the different types of MQL leads is essential for any marketer who wants to create a successful lead nurturing campaign. By understanding the buyer’s journey and creating targeted content for each stage, you can turn more MQL leads into customers.

Final Saying on Why MQL Leads are Important for B2B Marketers?

MQL leads are important for B2B marketers because they represent potential customers who have already expressed an interest in your product or service. By targeting these leads with a lead nurturing campaign, you can move them through the funnel until they become sales-ready. Additionally, MQL leads are a valuable source of information about what type of content and offers are most appealing to potential customers. Understanding the different types of MQL leads is essential for any marketer who wants to create a successful lead nurturing campaign.

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