MQL to SQL: The Certification Process [Infographic]

The client lifecycle is a useful guide to help you gauge a lead’s readiness to purchase. This is important because the status of your lead ought to affect your lead nurturing strategy, so your interactions with your leads must vary depending on what life cycle stage they are in.

For example , discussing details of an item or service might not be appropriate for a customer who has been identified as a “subscriber” in the living cycle because these types of potential clients are only in the initial phases of learning about your brand name.

In this case, product-specific content might come off because too salesy , which might deter any customer from moving forward. Enter MQLs (marketing-qualified leads) and SQLs (sales-qualified leads).

However , a customer that has been tagged under the “ Sales Qualified Lead ” stage is likely to be ready to hear about the finer points of your product offer such as prices and other areas of personalization.

These types of leads might even welcome a more upfront method of selling because they’re considering their options and need very specific information to make an educated buying decision.

Here’s a video from John Arnott to freshen up on the basics of MQL and SQL:

Quick Takeaways:

  • Different methods are more effective for different parts of the MQL-> SQL channel

  • Getting down to the details too early can drive away prospective clients

  • This funnel is best when the marketing team and the sales team are on the same web page

It should go without saying that you should have a good grasp of each stage of the customer lifecycle. It’s critical for you to determine where a potential client lies so that you can adjust and customize your message accordingly.

Adequate preparation can be key to improving your chances of successfully nurturing a potential client towards the ultimate goal that is a sales conversion.

Customization the Qualification Process

Marketing qualified network marketing leads are generally a lot more engaged than your average lead, however they are not yet ready to buy at the time of contact. It’s eventually up to you to identify how far across the funnel an MQL is in the lifecycle based on your own personal unique criteria.

It’s possible to have a number of layers of MQLs and SQLs depending on where they may be in the typical lifecycle journey. Essentially, you should define what kinds of buyer behaviors and activates would promote a business lead into either an MQL or SQL.

Visitor to Direct:

Visitors to your site become leads once they possess given you contact information. This is actually the start of the qualification process and is accomplished through good digital and content marketing.

Lead to MQL:

Your lead makes the transition through lead to MQL once they possess engaged with your content. Things like commenting and sharing your site posts put a target on their back for your sales force to focus up and develop in.

There are levels to being an MQL, and you’ll have to draw your own lines as to each time a prospect is ready to hear about your own offers and bigger product details.


Salesodyssey. com says:

The truth is, for most organizations an MQL becomes an SQL when you gather enough related information about them:

  • Who they actually are
  • Who they work for
  • Exactly what their role is
  • Their particular Context
  • Their Challenges & Pain Points
  • Their Needs & Motivations

This criteria is also subjective plus needs to be agreed upon between your product sales and marketing teams. It is critical for marketing and product sales teams to forge a powerful partnership to create a seamless lifecycle that effectively drives sales conversions.

This allows both teams to be well-versed in who their target audience is and be alert about what types of behaviors to watch out for. They can identify which leads need to be nurtured first, or which ones are prepared for a sales call based on potential opportunity.

When the sales and advertising teams are in alignment, the opportunity of identifying better network marketing leads and closing them raises. Ultimately, this results in higher revenue, improved ROI , and a healthy bottom line.

Aiming Sales and Marketing



Resource: Teamgate

This process only works when the sales team and marketing group are on the same page. Often, these departments work separately from each other with the advertising team expected to generate as many leads as possible as the sales team is under pressure to turn all those leads into paying customers.

In reality, this process shouldn’t be a hand off, it must be a team effort.

Here’s a few fast tips on getting your marketing and sales team aligned to maximize your lead generation and conversion efforts:

1 . Agree on a Single Customer View

Both teams must take the time to define their own exact target audience. There must be a definite picture of the ideal customer, which can be achieved by sharing each teams’ unique knowledge.

Sharing the ideal customer persona leads to better articles and appropriate marketing during the qualification process. Understanding what sort of customer you’re looking for may help determine the right verbiage and CTA’s to give you the best opportunity at moving them along in the funnel.

Familiarize yourselves with every customer touchpoint until you create a well-rounded picture based on mutual insight and common goals. Customer profiles are necessary for defining your KPIs and overall goals as a business.

2 . Hold Regular Meetings

It may sound obvious, but it can be a challenge to put aside time for normal meetings especially when there are deadlines to meet and time becomes a scarce resource.

The only way to share goals plus benchmarks is to be on the same page.

You should always make time to catch up because these knowledge discussing sessions play a significant role in the alignment process. Take full advantage of these meetings by having a clear agenda to share processes, assets, and best practices on both finishes.

Marketers should be kept updated on the product sales team’s progress when it comes to conference their quotas and targets because it allows marketing to offer specific support when needed.

3. Marketing Should Keep Sales Updated on Upcoming Campaigns

Make an effort to ensure that any new digital marketing campaign or content marketing launched has been shared with the sales force. This promotes a seamless front so that the sales team can directly engage the prospective customers who have consumed these brand new marketing materials.

Make sure that marketing is coordinating with sales whenever a brand new email blast is delivered, or any new leads happen to be acquired. This will not only provide additional insight into a customer’s interests, but it will also offer sales reps with an concept of what motivates leads to take those next step.

4. Use a Closed-Loop Comments System

Source: Bain & Organization

The sales team communicates with leads or prospects regularly, so that they are in the best position to tell you what your clients need. However , they don’t always have the time to record these insights, which can lead to a breakdown in communications.

One method to address this issue is to use shared documents to collect ideas plus references. Holding regular idea sessions where the sales team can share what they know about attracting leads or what types of articles would resonate the most along with prospects.

A closed-loop feedback system will ensure open communication which all opportunities to leverage customer data are being taken advantage of.

Wrap Up

The qualification process can be quite subjective and means different things to different businesses. The trick would be to utilize cooperation between your product sales and marketing teams to find the right set of definitions to get your business.

With a good communication system and the right targets, you can convert more visitors into SQL’s than ever before.

Do you want to use some of the marketing and advertising strategies seen here on MIG’s site but require some help or recommendation? Marketing Insider Group includes a team of 35+ experienced writers ready to produce content for YOUR business. Check out our weekly weblog content service or schedule a free consultation .

The post MQL to SQL: The Qualification Process [Infographic] appeared 1st on Marketing Insider Group .

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