How to convert Marketing Qualified Leads (MQLs) to sales?
These are promising leads who are curious and considering you, but they havenu2019t entirely made the step into a sales conversation yet. However, theyu2019re more likely to be open to a sales pitch than a standard lead. How to Identify Marketing Qualified Leads One of the most common ways to identify Marketing Qualified Leads is examining buyer journeys and existing customer behaviours. It is essential to develop a definition for your own business needs because all Marketing Qualified Leads are not the same, even within the same industry. To define your specific Marketing Qualified Lead criteria, you need to analyze how they act compared to other leads who have successfully become customers. It can be done by u2022 Examining historical behaviour u2022 Getting customer feedback u2022 Looking for trends u2022 Identifying competitive edge Marketing Qualified Lead (MQL) Vs. Sales Qualified Lead (SQL) The main difference between a Marketing Qualified Lead and Sales Qualified Lead is the leadu2019s willingness to make a purchase. Marketing Qualified Leads are interested, while Sales Qualified Leads are leads handed off to Sales because they are considering a purchase. An MQL is not a guarantee of a sale. So how to convert an MQL to a SQL is the main question. Not every lead is at the same stage. Meaning, you need to know where they are if you want to take any action. The action includes content that you share, send or make available to these leads using any medium. The more targeted your content is, higher are the chances of them converting. You can share content with your points depending upon where they are in their journey (Top, Middle or Bottom of the sales funnel). Creating a Lead Nurturing Workflow It is time to set up your lead nurturing workflow to convert marketing qualified leads to sales qualified leads effectively. Step 1: Have a Solid Understanding of Your Sales Cycle Step 2: Determine Which Persona Youu2019re Targeting Step 3: Set Goals for the Campaign Step 4: Map Your Content Step 5: Write Lead Nurturing Messages Using the Best Practices Step 6: Build Your Lead Nurturing Workflow Step 7: Test the Campaign before Launching Step 8: Make the Workflow Live and Start Collecting Data Step 9: Analyze the Results and Tweak Emails Accordingly
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