When curating your content to increase your conversions, it is extremely important to consider whether your leads are market qualified or not. This simple classification can easily help you identify the issues you are having with a non-converting offer or funnel. Marketing is both an art and a science, and consistent testing will eventually provide you with proper feedback, but what if you were able to skip directly to a warmer lead?
In this blog post, we’ll go over the top 5 best ways to generate more marketing-qualified leads especially for account-based engagement.
What is a Marketing Qualified Lead?
A Marketing-Qualified Lead (MQL) is a warm lead that has taken proper action. The action is decided by yourself and your team, but it generally means that the lead has taken a specific step forward in receiving value from your content or offer. This is different from a Sales Qualified Lead (SQL) which is a customer that is qualified and ready to purchase.
Read on to learn how to drastically increase and optimize your MQL generation.
How to Generate Qualified Leads: 5 Key Points
Decide Relevant KPIs
The old adage, “what gets measured gets done” holds extremely true, especially when working in a team or coordinating an inter-departmental effort. Most commonly, leads must be defined between the Marketing and Sales team to effectively be on the same page regarding where the client is on their customer journey. relevant KPIs can include click-through rates (CTR), a lower cost per impression, or when a customer has taken a specific action.
Of course, the best way to prepare a customer for a larger purchase is to first offer value, or offer them a smaller item earlier on in their journey so they are accustomed to spending money with you, or to get a sneak preview of the excellent product or service that you are offering.
Conduct Market Research
Once you have decided on your KPIs, and your teams are on the same page, conduct careful research about your target market prior to creating your offer. The most common way to do this is to brainstorm a persona. and then test your theory. This is the “science” part of the equation, and may go something like this:
- What age and demographic is your ideal client?
- Where do they spend their free time?
- What is their primary pain point?
- Does my product or service solve a big enough problem?
- Does the value of the product far exceed the perceived pain of the original problem?
Once these questions are answered, it is time to create your sales and marketing funnel.
Give Value to Get Value
Your social media, your offer, your content, and everything related to your brand need to provide value. In fact, taking a lesson from the popular 80/20 rule, it is imperative that 80% or more of your content offers free value, while only 20% asks the customer to commit to an action, however large or small.
While this seems counter-intuitive, we are living in a digital age that blasts consumers with messaging. Prospects become leads only if they receive demonstrable results or value at the beginning of any interaction.
Your CTA needs to be enticing and create a sense of urgency. If the customer is not engaging with your lead market at all but is reading through your content, this is a surefire sign that the CTA needs to be revamped.
Follow-Up with More Value
Re-targeting takes the guesswork out of your equation. Leads are exponentially more likely to close on your offer if you follow up after they take an action. Remember to provide more value in your touchpoints, such as additional CTAs, lead magnets, and helpful content that solves a problem.
Take the Guesswork Out of Your Funnel
When creating your funnel, it can be difficult to know exactly at which point of the customer journey your prospect is. Furthermore, coordinating efforts between different teams and channels is a herculean task. With Signals, you can personalize omnichannel engagement, prioritize traffic to your specifications, and reveal anonymous visitors. Book your free demo to see the difference.