theBLOQparq (tBp) was built with the concept of quality at the forefront. From the experiences we create to the relationships we foster to the collaborative opportunities we provide — every aspect will exceed expectations. That includes that support we provide to all types of entrepreneurs. In the midst of your pursuit for success and growth, we are here to support you in reaching your full potential. And understanding the value of a marketing qualified lead (MQL) is one of many important business ownership variables.
Source: Marketing Charts
A lead for the sake of a lead doesn’t make it qualified, but how do you know? An MQL is a prospect that demonstrates a degree of interest or engagement in what your business offers. Through patterns, personas, and team collaboration, you can recognize the potential in these leads by utilizing some of the handy tips below.
1. Define Your MQL
Your sales and marketing teams must come to a consensus on what defines a qualified lead. Although it is called a “marketing” qualified lead, something as crucial as an MQL must result from joint input. The last thing you want is your departments working in silos. Too often, the marketing team will arrive at a definition for a qualified lead and develop a lead generation process without any input from the sales team who must implement it. A group consensus keeps things clear and well defined across teams.
2. Use Your Buyer Personas
An easy win is to begin by identifying and then utilizing your buyer personas. These personas span the different types of candidates for your service or product and provide immense amounts of relevant guidance. Your target buyer personas should be reviewed carefully for profile attributes and buying cycles before being cross referenced with real world leads.
3. Determine Qualified Demographic Factors
The truth is, you already have a wealth of data and information to pull from, and it lives within your existing customer base. Demographics and characteristics of your customers such as where they live, what they do for a living, and the buying cycles they exhibit are just some of the qualifiers you can use for identifying new leads. In life, and in business, it’s not just about the information you have but what you do with that information that matters. Use what you know wisely.
4. Review Online Behavioral Patterns
Potential and existing customers leave digital footprints that can show you their interests, the time spent on your website, and click-throughs on product and service pages. By observing (and taking note of) these behaviors, criteria can be developed to determine which actions qualify future leads. For example, if you have a website visitor spending a lot of time on your pricing page, then it is likely the individual is prime for being contacted. You can also craft content on your pages with calls to action that invite them to reach out or submit an email for follow-up. The benefit here is two-fold, as you can review the digital footprints and make proactive efforts to invite your MQLs to take action.
In sales and marketing, collaboration is key if you want to acquire new business. With strategies and processes between your teams, identifying critically important MQLs is time well spent growing your dream. And there’s no better place to nurture your entrepreneurial pursuits than tBp. Our customizable micro-office and micro-retail spaces are designed for greatness.