MQL and SQL strategies are vital to effective sales funnel management. MQL stands for marketing-qualified leads and SQL stands for sales-qualified leads. They refer to different stages of the customer’s journey, and the aim is to push customers from MQL to SQL to purchase.
What is MQL and SQL?
Marketing-qualified leads (MQL) are potential customers who have shown interest in the brand but are not ready to commit to a purchase. They might follow the brand on social media, subscribe to their mailing list, or browse the website.
Sales-qualified leads (SQL) are potential customers who are on the verge of purchasing. They have researched the brand and are ready to buy the product or hire the service. They might have inquired about pricing, requested a demo, or contacted the sales team. SQLs will also typically fit the ideal customer profile and have the budget and means to purchase.
Lead Qualification
Qualified leads allow you to effectively distribute your resources to the prospective customers who will benefit most.
Marketing-qualified leads are not ready to buy, so a sales person hounding them may turn them away from the business. However, they are curious, so your marketing team should build a relationship and foster trust to encourage them to convert to a sales-qualified lead.
On the other hand, an SQL is ready to purchase, so getting your sales team in front of them to secure that transaction is ideal.
Sales Lead Generation
The sales process involves generating leads and encouraging them to follow the sales pipeline to make a purchase. To create a high quality sales process, it is important to monitor website metrics and engagement.
You should also calculate the percentage of MQLs that convert to SQLs, this is around 13% for most industries. Adjust your lead generation advertising or sales tactics if you notice your conversion rate drop.
For more insights into digital marketing and lead generation, check out the All Things Business Knowledge Hub.
