The marketing industry has grown by leaps and bounds in the last few years than it has in the previous decades. This is great news, considering that the formal industry was established in the late nineteenth century. In retrospect, a huge part of it is due gratitude to the vast array of potent tools and skills available to marketers – a set that keeps growing exponentially and consistently. And one of the most impactful areas that you can (and should) become better at, as a marketer, is Call To Action.
What is a Call To Action (CTA)?
“Call FunnL today for a free one-hour consultation on your customized sales-qualified meeting!” What you have just read is called a call to action.
A Call-To-Action is a directive action designed to get the intended client/clientbase to respond in a positive manner. In most marketing campaigns, a CTA is any design or formula that provokes an impulsive response (a sale, in this context) from the customer. CTAs are often embedded in written agenda and advertisement pages, and are usually pointed towards compelling the audience to act in a specific manner.
CTAs have been around for a very long time, as they are simple to design (simple, not easy), and cover as wide an audience as possible. However, their primary directive is to obtain a positive, impulsive response from as many prospects as possible.
Why are MQMs the new CTA for B2B marketers?
A marketing-qualified meeting (MQM) is a tool used to qualify leads effectively. It is designed towards obtaining a negative response, rather than a positive. They are designed to weed out and filter the probability of a non-sale, thereby making it easier and denser for the sales team to make sales quicker. Before you proceed with this article, here is everything you need to know about MQM.
MQMs are the “next big thing” in the marketing industry. Lead qualification (especially marketing lead qualification, or MQL) holds the torch for quicker, better results when it comes to overall sales and a better time-density of sales. The lead conversion gauntlet is being revamped with the addition of qualified meetings. These meetings are intended towards provoking a positive response from an increased number of customers than usual, thereby acting akin to a call-to-action (as described above).
With MQM having a higher probability of being frequently encountered by your clientbase than SQM (see The Lead Conversion Funnel), it has become a priority to utilize MQM as a multipurpose tool – something to provide information, gain information, and obtain the desired response from prospects, simultaneously.
Why Should MQM Be Your New Ultimate CTA?
Many prospective business leads often do not pan out once they are past marketing qualification. This is mainly attributed to decision-making and things “getting real”, as the client is then expected to spend money towards commodities. With marketing-qualified meetings, the decision-making process is made easier on the prospects by keeping them informed. The entire process is transparent.
The client and the organization thoroughly understand how they can benefit from each other through this interactive session.
MQMs are not only about meetings between companies and customers, though. There can be demonstrations and demand-generating events that are organized on a one-on-one basis. This one-on-one aspect is what’s key to increase the chances of making a sale happen.
And this increase in chance of making a sale happen is the design intent of a call-to-action, which is why, in 2021, MQMs are the new CTA for B2B marketers.
When it comes to MQM, FunnL is at the top of the ladder; a leading global brand that provides you with parameterized qualification meetings (SQM and MQM) that brings you a little closer to making your sales happen.