By Arko Chandra Published on : Nov 8, 2022
Your marketing team has generated 100 MQLs in a day, and your sales team rejects 90 of them in the next couple of days. What happens next? The marketing team and the sales reps are at each other’s throats and play the blame game. And this is the case every single time.
Mining the best of MQLs is not a piece of cake; there are a lot of subtle things that marketers tend to miss out on or overlook. Let’s walk you through some significant ways to capture top-notch MQLs so that the sales team gets no chance to whine (and yes, you get more customers).
Take a ride of the past to look at your most successful campaigns to get deep insights into your best of the best customers. You can then use these insights to define a rough outline of your ICP. But this is not all; you also need to add a lot more filters to filter out the garbage and get the finest of MQLs – geography, industry, company size, designation, and more.
Once you have determined your ICP, the next step is to discover what your prospects did that pushed them down the funnel, turning them into customers. Activities like email open, blog and website and blog visits, and stats can help you craft the behavioral data you so much crave. Your sales team, too, can provide you with critical info that they derived during conversations with prospects.
This new form of advertising capability is becoming more relevant in B2B as with this, you can concoct fitting messaging based on real-time user actions as they go through their buying journey. What this means is that you do not delay responding to your prospects’ actions, which is great for catching their attention, influencing, and turning them into MQLs. Contextual displays, native ads, and retargeting are some subtle, effective ways.
You don’t want to strictly adhere to your lead scoring program so much so that you ignore any leads that just fall below the threshold. Updating the program maybe once a quarter is also recommended to ensure you don’t miss any opportunities. The sales team needs to be in the picture, too, as they can help you get insights on lead scores and make necessary optimization in your lead scoring model.
Now how do you know if a lead is interested in the type of products/services you offer if they haven’t specified their preference on a form or elsewhere? This is where you incorporate interest scoring, which is nothing but taking a calculated, educated guess by observing which web pages the lead visits the most. Now, this can be a complex and challenging task, but once it’s done, it will help you deliver more relatable content to your prospects and ramp up your MQL numbers.
Data is not something that’s once obtained is relevant forever. Existing customer profiles decay over time and are of no use after a certain point in time. Also, data gaps in individual profiles and accounts are not something marketers can, or rather, should rely on. Bad or incomplete data can cost you MQLs and bring you bad leads.
The solution is to work on data enrichment which makes sure your marketing data is updated, result-focused, and actionable so that not only your MQL numbers go up but their quality too.
The Times They Are A-Changin’ – and so marketers have to be on their toes to spot the changing audience behaviors and adapt themselves and their campaigns accordingly to keep their MQL generation steady at all times.
Your marketing team has generated 100 MQLs in a day, and your sales team rejects 90 of them in the next couple of days. What happens next? The marketing team and the sales reps are at each other’s throats and play the blame game. And this is the case every single time.
Mining the best of MQLs is not a piece of cake; there are a lot of subtle things that marketers tend to miss out on or overlook. Let’s walk you through some significant ways to capture top-notch MQLs so that the sales team gets no chance to whine (and yes, you get more customers).
Take a ride of the past to look at your most successful campaigns to get deep insights into your best of the best customers. You can then use these insights to define a rough outline of your ICP. But this is not all; you also need to add a lot more filters to filter out the garbage and get the finest of MQLs – geography, industry, company size, designation, and more.
Once you have determined your ICP, the next step is to discover what your prospects did that pushed them down the funnel, turning them into customers. Activities like email open, blog and website and blog visits, and stats can help you craft the behavioral data you so much crave. Your sales team, too, can provide you with critical info that they derived during conversations with prospects.
This new form of advertising capability is becoming more relevant in B2B as with this, you can concoct fitting messaging based on real-time user actions as they go through their buying journey. What this means is that you do not delay responding to your prospects’ actions, which is great for catching their attention, influencing, and turning them into MQLs. Contextual displays, native ads, and retargeting are some subtle, effective ways.
You don’t want to strictly adhere to your lead scoring program so much so that you ignore any leads that just fall below the threshold. Updating the program maybe once a quarter is also recommended to ensure you don’t miss any opportunities. The sales team needs to be in the picture, too, as they can help you get insights on lead scores and make necessary optimization in your lead scoring model.
Now how do you know if a lead is interested in the type of products/services you offer if they haven’t specified their preference on a form or elsewhere? This is where you incorporate interest scoring, which is nothing but taking a calculated, educated guess by observing which web pages the lead visits the most. Now, this can be a complex and challenging task, but once it’s done, it will help you deliver more relatable content to your prospects and ramp up your MQL numbers.
Data is not something that’s once obtained is relevant forever. Existing customer profiles decay over time and are of no use after a certain point in time. Also, data gaps in individual profiles and accounts are not something marketers can, or rather, should rely on. Bad or incomplete data can cost you MQLs and bring you bad leads.
The solution is to work on data enrichment which makes sure your marketing data is updated, result-focused, and actionable so that not only your MQL numbers go up but their quality too.
The Times They Are A-Changin’ – and so marketers have to be on their toes to spot the changing audience behaviors and adapt themselves and their campaigns accordingly to keep their MQL generation steady at all times.
