Qualified leads, or MQL (marketing qualified leads) are your prospects who have the most chances of conversion. When does a visitor to your website turn into a qualified lead? And how do you generate enough qualified leads in a sustainable way?
You already know, alas, that not all internet users who visit your website will buy your product or service. It could be a student interested in the topic of one of your blog posts or someone who is just browsing the internet.
The concept of a qualified lead for marketing, or MQL, is supposed to define the moment when a visitor goes from simply knowing your business to a phase of interest in your product or service.
However, we will see that the criteria that define a qualified lead must be nuanced, and they can vary according to each company and its sales cycle.
Let’s start by trying to define what a qualified marketing lead is and how to identify it, before exploring 15 valuable tips that will help you know how your business can generate qualified leads in a sustainable way.
What is a qualified lead?
A Qualified Marketing Lead, or MQL, is someone who shows signs that they have a good chance of becoming a customer of yours in the future. These leads receive the MQL label after being reviewed by your marketing team.
A qualified sales lead, or SQL (Sales qualified leads) and for his part not only interested in your business and your offer, but his profile and attitude perfectly match that of your buyer persona, your typical customer who buys your Austria WhatsApp Number List products or services.
In B2B companies that deal with high lead volumes, this is usually when sales teams and reps step in and engage in phone calls to offer a demo, for example.
How to identify a qualified lead in marketing?
According to recent studies, almost 90% of marketers have clearly defined MQL criteria. They generally use a per share rating system. For example, a visitor who reads 2 blog posts and then comes back to your website 2 days later to view a case study and see your pricing page will necessarily carry more weight than a visitor who only reads one blog post. blog then leaves your site.
However, MQL criteria can vary widely from company to company.
There are those who believe that the best way to measure the number of qualified leads is to block your most relevant content. This is the technique of “gated content”. When a lead agrees to donate their email address to get high added value content, be it a white paper, a case study, or an Ebook, they can be considered a qualified lead and forwarded to your marketing team. to be integrated into an e-mailing campaign, for example.
Tips for generating qualified leads
1- Define clear criteria for qualified leads
Our # 1 tip for generating more qualified leads is to develop clearly defined MQL criteria, which will be used to configure all your automation processes. By clearly defining the implicit and explicit data that you need to qualify an MQL, you will then be able to create all the processes necessary to develop your business development work.
2- Segment your leads
Segmentation of your leads is extremely important, and companies that adopt this strategy see their percentage of MQLs at least double. Your leads should be segmented based on their buying journey and the stage of the funnel they’re in. If a lead is for example present in the consideration phase of your funnel, you should send them a message indicating the value of your offer and help them move forward to the next step.
3- Create different content for each stage of your funnel
You need to create a variety of content designed to address every part of your funnel and your prospects’ decision-making journey.
For example, it’s unlikely that a visitor to your blog will immediately request a quote or a free trial. Instead, it will download to start a PDF version of one of your blog posts or sign up to receive updates to your blog. Conversely, someone viewing your pricing page is further along their decision journey and may benefit from a live chat session or product demo.
Do lead nurturing
An incoming lead does not instantly become an MQL. This is where the notion of “lead nurturing”, a key concept in inbound marketing, comes in. More a global strategy than a concrete technique, lead nurturing brings together several of the tips described in this article. It simply consists of “nurturing” your leads throughout the funnel, with relevant content that will move them forward and eventually convert them into a customer.
5- Create content that solves the problem of your ideal client
If you help your leads solve their problem, instead of selling them something, they’ll be more likely to consider your offer when the time comes for them to make a purchase. Always deliver value to your audience, and leads will follow automatically.
6- Offer added value
Providing clear added value in all your communication and marketing content is essential to generating high quality qualified leads. When you add value to your target audience, it’s a winning strategy, as your targets learn and collect the information they need to get closer to the crucial stage of engagement, the first in the funnel. sale, which allows you in particular to obtain their contact details by filling out a contact form.
7- Configure multiple contact points
Make sure to create multiple touchpoints in your buying cycle, as studies show that B2B selling requires an average of ten marketing touchpoints from the top of your funnel to closing a deal. . These touchpoints should correspond to critical stages in your buying cycle. They can include blog posts, emails, white papers, social media games and contests, and more.