MQL is the first step in the B2B marketing funnel. Marketing qualified leads who have shown interest in your product or service. You’ve spent months, maybe even years, building up a list of potential customers, and now you’re ready to get them into the sales process.
But when you obtain an MQL, the natural question that arises is, ” What do I do after getting a Marketing Qualified Lead (MQL)?”
To move MQL through the sales funnel, you need to work on a few things. Marketers are responsible for getting MQLs but also require the motivation to convert such leads into SQLs. This way, the company’s potential customer base and revenue generation increase.
While an MQL indicates some interest, not all MQLs are created equal. Some may be more ready to buy than others. Take the time to qualify your leads further and understand their needs, pain points, and budget. This will help you tailor your approach and prioritize your efforts accordingly.
5 Things To Do After Obtaining an MQL
Ensure your marketing and sales messaging are aligned
Marketing and sales are like two sides of the same coin. When they work together, you can expect a huge revenue increase. For any company to convert its MQL to a customer, it is vital that its marketing and sales teams communicate well and align with its messaging.
Your marketing team’s messages are focused on a core value proposition that validates the main benefits of the sale. As your qualified leads connect with your sales team, your sales team must ensure that the core values and key messages remain consistent throughout the process.
Suppose there is too much inconsistency in information from the marketing and sales teams. In that case, confusion can result in reduced credibility or trustworthiness for you as a company, slowing down any progress toward closing deals with potential clients.
Also Read: Things To Consider for Qualifying Sales Lead During MQM
Send automated, personalized emails
As soon as you take on an MQL, it’s important to send an automated email welcoming them and providing links for additional content. You can also send a personalized email if needed, but be sure to create a template you can use every time.
You need to send emails at regular intervals. The email should include lines such as “thank you for visiting the site,” a link to additional educational material, and a call to action examples might include webinar invitations, signing up for a blog, etc.
It is never a bad idea to provide an option to schedule a brief call with your business’ customer engagement team!
It is vital to know that all emails should drive your prospects back to the website. That could be either conversion landing pages or informational pages that outline how you solve problems for people and companies alike.
Nurture through multiple touch-points
The next step is to build a relationship with your leads and gain their trust if you want them to buy from you. The key is to provide value, providing the information that the lead needs at the right times during every stage of their journey. These may include the aforementioned CTAs, such as blog posts or other educational material, videos/infographics, case studies, etc.
A marketing automation tool is one solution engineered for this purpose. It can track where someone is within the sales pipeline and automatically send emails when appropriate. Nurture leads promptly and delivers personalized content tailored to each customer’s pain points. Hence, don’t let the lead slip through the cracks.
Make a phone call
If phone calls are part of your nurturing process, call a prospect with questions prepared beforehand. Remember, a phone call is not an opportunity to pitch your company. It is akin to the initial conversation where marketers are just trying to learn as much as possible about lead.
Find out what other information you need to educate and nurture them through your sales funnel.
Personalize your communication
Gone are the days of generic, one-size-fits-all marketing messages. Personalization is the key to engaging leads and building meaningful relationships. You can speak directly to their needs and interests using the information you’ve gathered about your MQL to craft personalized communication. Whether through email, phone calls, or social media, your messages will be relevant and targeted, giving you confidence in your marketing strategies.
Every MQL brings you one step closer to a deal, but it also means some work is left before your prospect becomes a customer. To make the most of this opportunity and ensure that you close deals faster with less effort, we recommend getting in touch with FunnL after receiving an initial lead contact from a potential client or partner.
FunnL, a leading B2B lead generation company provider, can help you find the next great prospects for your business to target. So, it’s easier than ever before for sales teams to identify the best leads they should pursue next.
