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make it into your ‘right fit for my business’ category?
Your sales and marketing teams spent a lot of time and effort answering this question. In terms of firm size, type of technology, and job description you undoubtedly have pretty specific answers.
But even if your sales staff calls someone who precisely fits your buyer persona, they fail to close the deal. Why?
Because of the fact that lead qualification – from marketing qualified lead (MQL) to sales qualified lead (SQL) – encompasses more than “fit.” We will dive into the difference between the MQL and SQL, focus on the lead qualification blockage, and how to find those lost leads.
SQLs come through marketing and advertising before they reach the sales team. MQLs, as discussed earlier, are often warm as they have engaged with your marketing campaigns. They know your brand. This means that when your sales reps approach the lead. If the marketing activities are successful, sales reps don’t need to start the communication from scratch.
What is Marketing Qualified Lead
A Marketing Qualified optimize your linkedin profile
Lead (MQL) is a lead who has expressed interest in your offering, participated in your marketing campaign, or is more likely to become a customer than other leads. An MQL is often a lead who has demonstrated interest in your business by providing contact information, arranging a free demo, downloading an eBook or case study, or regularly responding to email marketing.
These are prospective leads interested in you but haven’t yet taken the next step into a sales discussion. From a funnel perspective, Marketing Qualified Leads become Sales Qualified Leads, who eventually become customers.
A Sales Qualified Leads (SQL) a Sales Qualified Lead is a qualified prospective client who has been judged ready for your company’s sales team to contact and close a deal. These contacts have either made direct sales inquiries or have reacted to bottom-of-the-funnel offerings, such as a free trial. SQLs are often MQLs who have engaged with your sales team in a way that indicates immediate and real purchase potential. These contacts would then be qualified and deemed ready to progress further down the sales funnel.
SQL vs MQL: Who is at Fault for Lost Leads?
The marketing team europe email
produced an eBook. 5000 people downloaded it for free. However, 2000 of the people who downloaded the eBook are not decision-makers, and 2500 of them do not have the budget to purchase any product or service. This rather low MQL to SQL conversion rate of 10% puts the responsibility of change on the marketing department.
Marketing creates the same eBook, restricts its distribution based on spending ability, and provides an initial link only to the management level and higher contacts of niche message boards. 1,000 people downloaded the eBook. However, the sales team could convert only 5 of these into customers. Here, the 0.5 percent SQL to MQL ratio would be a concern for the sales team, not a marketing campaign.
Given that, it is important to identify when a lead is ready to be handed off to sales. Companies often depend on whether the lead fits their ideal customer profile. And, that works to some extent. But as a result, they face a blind spot that leads to inaccurate lead qualification.