Surprisingly, a successful lead generation marketing campaign may not equate to strong sales conversion rates. For many businesses in the B2B technology space, identifying and targeting new leads is critical to reaching sales goals and ensuring the company’s sustainability. This has resulted in increased scrutiny of marketing strategies and chosen marketing channels. To address this, providing your team with an identifiable profile of preferred customer ensures marketing will be able to hand over likely customers. In turn, sales representatives are confident the MQLs provided by the marketing team are more likely to result in conversions. Establish a Combined Marketers and Sales Team for Enhanced Collaboration These processes work best if marketing and sales teams are working together. While BANT can be used as a guide, it’s time to move beyond the confines of BANT to focus on the needs of your leads based on their engagements with your brand. By focusing on the presence of BANT’s four elements, you may be excluding intent data as well as rushing your MQLs to a sales discussion that needs additional information. In order to develop a customer relationship, it’s imperative that executives impress the need for sales and marketers to nurture clients and genuinely listen to their challenges and requirements. The post How are Your Marketing Qualified Leads Performing?
The sales and marketing landscapes are evolving, especially with regard to lead and demand generation. Surprisingly, a successful lead generation marketing campaign may not equate to strong sales conversion rates. Why? Because not all leads are created equal – while some are simply digital window shoppers, there are Marketing Qualified Leads (MQLs) which should be your focus.
For many businesses in the B2B technology space, identifying and targeting new leads is critical to reaching sales goals and ensuring the company’s sustainability. Today, much of the pressure to reach these vital sales goals falls to the marketing team. This has resulted in increased scrutiny of marketing strategies and chosen marketing channels. In order to maximize the investment in your chosen strategy, it’s important to know the quality of the leads you are earmarking as MQL.
MQL Best Practices
In order for sales and marketing to be truly effective, both teams need to align their strategies and share the processes of their day-to-day operations. MQLs are extremely valuable to a business and a marketing to sales pipeline needs to run and be tracked so you now which marketing techniques and strategies are resulting in revenue. Below are some best practices which can be employed:
1. Define Your MQL
Before anything, work with sales to define your ideal customer and target market so that marketers are equipped to identify leads that sales will be more likely to convert. 40% of sales reps say that prospecting is the most challenging part of their job. To address this, providing your team with an identifiable profile of preferred customer ensures marketing will be able to hand over likely customers. In turn, sales representatives are confident the MQLs provided by the marketing team are more likely to result in conversions. Knowing who MQLs are will enhance the overall workload and performance contributing to higher ROIs for your firm.
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