High-quality leads are crucial to hitting your sales quota. In an ideal world, they’d be flooding in daily – ready and waiting to be sold to. Unfortunately, as you know, things generally don’t work that way. That’s why you rely on a strong marketing strategy to continue to bring in a steady stream of leads, also known as marketing qualified leads. As a sales professional, you’ll then be looking to convert interested prospects, i.e. sales qualified leads, into a sale.
How do marketing and sales work together to generate leads and what’s the difference between the two?
A marketing qualified lead, or MQL, is a lead that the marketing department has deemed more likely to turn into a customer than another lead. They might not be ready to buy yet but have shown an interest.
How Do You generate an MQL?
MQLs can be generated in many ways, such as through:
- Search engine optimisation bringing organic traffic to your website
- Social media advertising campaigns
- Email marketing campaigns
FYI, website leads, referrals, and webinars have the highest MQL to SQL conversion rate.
How Do You Know If Someone Is An MQL?
This will typically be based on their actions and behaviours. The marketing team will use lead intelligence to look at many things including the web pages a prospect has visited, the information they have downloaded, and the interest they have shown in your services. The prospect may also have reached out to you and asked you for more information about your products and pricing or signed up to your email newsletter. An analysis of this information will be used in qualifying leads.