Marketing qualified leads are not just about getting a list of people your company should be focusing on selling. They must also qualify under multiple criteria. This usually involves engaging with a marketing team that helps potential customers learn about the company its offerings. This leads to sales-qualified leads (SQL), which is considered a revenue catalyst in 2021!
Marketers often generate leads that would only crowd the funnel and cause problems down the line. This is where the misalignment between sales and marketing begins, and often they fail at accomplishing their objectives, particularly in B2B businesses.
Common mistakes that ruin MQL
Here are 10 common mistakes are often ruin MQLs:
- Not knowing what a qualified lead is for your business
The truth is that not all leads are considered equal. Some inbound leads have more potential than others, and each one will most likely need to be nurtured differently for it close successfully. The first step is making sure your sales team has the tools they need so everyone can feed their specific lead effectively.
A reliable way to figure out who the target audience is would be to evaluate leads. That will help us determine which ones should go through our sales funnel.
- Unsuccessful lead prioritization
There is no practical way to prioritize qualified leads from those who are more likely to be just wasting your sales reps’ precious time. Different methods of prioritizing the most sales-ready leads include inbound lead generation, and an indicator would be if they engage with newsletters such as –
- Do they even read the emails you send to them?
- Do they click on the links you provide?
- What actions do they take on your website after clicking on a link?
A lead’s on-site behavior often demonstrates their level of interest and purchase intent.
- Not getting enough information from leads
A successful lead-to-sales pipeline depends on the correct information. For both buyer and seller, leads must get accurate product information, and sales teams should be aware of what information leads already have and what aspects they still need to know.
- Lack of handoff procedures
If an inbound lead is moved from one team to another, there needs to be a handoff service-level agreement (SLA) – if not, it can cause confusion and even lost leads. A handoff process is vital for a team because it provides access to all the information to maintain good service. Without this, both sides are inefficient and do not provide quick responses.
- Not responding fast enough to qualified leads
Not only should you qualify and prioritize your sales leads, but also react after they have taken action. Speed and convenience are crucial in sales and people like it when they can get things done quickly without any issues.
Sales teams should meet these demands if they want to see success because then people would feel valued instead of frustrated by slow service or inconvenient policies.
- Not starting with the product-market fit
When a product satisfies actual market demand, it’s called product-market fit. That is where so many businesses fail because of not getting PMF before focusing on lead creation. It has been observed that too many organizations burn up their cash reserves on lead generation before they know whether or not their product has real scalability potential.
That is why it’s critical to establish product-market fit before ramping up lead creation and client acquisition. Your marketing approach can be perfect, but if your product or service isn’t right for the market, it won’t help you much.
- Not defining an ideal customer profile
An ideal customer profile (ICP) helps companies refine their lead generation strategies. ICPs are best for B2B businesses because they involve creating a detailed account of your priority target accounts, which will help you find the right leads faster.
- Importance of marketing technology
To gain an edge in lead generation, your company needs a wide range of lead generation tools to be successful. Such as CRM, marketing automation, website visitor identification/website analytics (in-product), social media management, and live chat.
Businesses must understand the complex mix of tools that they will need. That means understanding both what needs are and how various systems work together and trigger actions on one another’s data.
- Ignoring prospects’ pain points
If you’re focused on your product or service, it’s easy to lose track of the bigger picture. In doing so, you entirely ignore the most crucial element that will bring you customers is their pain points, which you can’t ignore.
Successful lead generation content is all about understanding the pain points of your audience and how you can add value to them by addressing those issues.
- Spreading too thin
When you only have a limited budget to work with, it’s critical to learn quickly and focus on the most effective lead generation sources. The effects will be statistically insignificant if you spread a limited budget overall channels at once.
You need a lot of data to form conclusions. It’s difficult to make future judgments when you’re working with a limited budget.
The core message of these mistakes is simple. Processes must be in place to ensure a smooth sale each time. FunnL helps you to engage with inbound leads and create a sales pipeline that is filled with quality leads. FunnL’s Prospector (an AI-powered lead recommendation engine) helps companies avoid common mistakes made by businesses.
As a global pioneer in B2B lead generation services, we have conducted over 25000+ successful qualified meetings. We are here to help you boost your company’s sales today. Get in touch now for more details.