An MQL portfolio is a collection of the topmost performing prospects and investing in them, while simultaneously scaling back on less-effective accounts. The portfolio approach allows your company to maximize its marketing budget by focusing on those that are likely to convert into new customers. 

However, it is important to remember that this does not necessarily mean you should stop contacting other potential leads altogether. A healthy mix of high-quality prospects combined with low-cost customer acquisition efforts can lead to increased sales success.

6 tips to build a successful MQL portfolio

• Prioritize your goals

The first step to building a successful marketing qualified lead (MQL) portfolio is identifying your business goals and prioritizing them accordingly. It’s important to remember that not every goal will apply to every company or salesperson, so you should pick the top three priorities that are most relevant for your business. 

For example, are you looking for more new leads? Do you want to increase revenue? What about increasing customer satisfaction rates? Whatever it may be, write down your goals so that you can work towards it. 

In fact, goal prioritization is one of five ways you can use for revenue generation using MQL!

• Know your audience

One mistake marketers often make when lead generation is targeting the wrong personas or buyer personas for their campaigns. It is vital to target specific business buyers who may use your product or service. 

For this, you must understand your audience. By understanding your audience, you can determine the best way to reach them through various marketing channels such as email or social media.

The more you know about your prospects and their pain points, the better you will be able to serve them with relevant content and messaging throughout each stage of their buying cycle.

• Research competitors

It is crucial for companies to do their research on competitors who are already established in the industry. This is because it can be beneficial if marketers use what works well from competitor campaigns as part of their campaign strategy. 

Competitor analysis not only helps businesses understand how effective they currently are at attracting new leads but also provides insight into how they compare against other brands which gives them an advantage over those who do not take advantage of this information source before developing any plans or strategies.

• Develop lead nurturing process

Lead nurturing is the process of strategically managing relationships with potential customers through a series of personalized interactions to engage them, using different media channels. 

Developing a nurturing strategy for your marketing qualified leads (MQL) can help you build your MQL portfolio. With the right lead nurturing process, you will be able to nurture prospects who are looking for products and services in specific industries.

• Engage prospects

Today, more than ever before, the most successful companies are those that have a robust inbound marketing strategy. To create a lead generation machine, you must engage prospects at each stage of their journey before converting them into leads.  

Marketers want to make sure they are attracting the right audience and creating content for this specific group of people. They also need to ensure that the content they create resonates with this particular demographic so it does not go unheard or unread by its intended target market. 

When marketers produce quality content, it helps increase brand awareness which leads to greater visibility in search engine results, thus increasing lead generation opportunities as well as boosting sales conversions down the line. 

• Include a call to action

A strong call to action helps you generate more leads and ultimately increase revenue for your business. Create content that speaks directly to your target audience, and make sure you have a strong call to action at the end of each blog post or article. 

Directing readers back to your website or landing page for more information about whatever it is they are interested in – offering valuable freebies like eBooks, white papers, webinars, etc., is a highly desirable and diegetic manner to strategize your calls to action.

Marketing qualified leads (MQLs) are the lifeblood of any business. They drive sales, revenue, and growth. However, not all MQLs are created equal. Building a successful MQL portfolio maximizes your sales opportunities while minimizing wasted time and money on unqualified leads that are less likely to opt into your product or service. 

FunnL offers sales-qualified meetings and lead recommendation engine solutions to help businesses grow their conversion rate. With over 25,000 successful sales-qualified meetings conducted, FunnL is a global pioneer when it comes to B2B lead generation services – including SQM and MQM!

FunnL’s Lead Recommendation Engine works by filtering high-quality leads for your business based on what you are looking for in an ideal customer, which will improve the chances of closing more sales while wasting less time with low-quality prospects. 
Interested? Contact us today to see how our team can help you.