MQL

The most important goal of an online marketing campaign is to generate valuable leads for your company. A lead is a person who shows interest in your product or service. That interest can be shown in various ways and it is up to you to respond to that with smart personalised marketing. However, not every lead is the same. For that reason a lead is mainly divided into a Marketing Qualified Lead (MQL) or a Sales Qualified Lead (SQL).
How does that work and what does it tell you? Addmark provides solutions, also in these online marketing activities!

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What is an MQL?

A Marketing Qualified Lead (MQL) is a visitor to your website who shows interest in your product or service and is likely to become a customer in the short term. This potential customer expresses their interest by subscribing to your newsletter or by requesting a whitepaper. With an MQL there is often a follow-up needed in order to realise a sale. As opposed to a Sales Qualified Lead (SQL) where a sale occurs much quicker.
For that reason lead nurturing is relevant for an MQL, this is a marketing strategy in which a lead is ‘nurtured’ with relevant information. You thus help a lead in the buying process by offering your solution to the problem a potential customer is facing.

How do you obtain a Marketing Qualified Lead?

Do you want to acquire an MQL? The first step you take is drawing up a prospect profile. In doing so you note, for example, the company name and contact details. Then try for each prospect to discover which actions have been taken on your website. Think of filling in a website form, a subscription to your newsletter, or downloading a whitepaper. In this way you make visible how valuable a lead is and whether it qualifies for an MQL.
You therefore assign a score to the lead. Good guidance of an MQL is super important, because the goal is that a prospect eventually turns into an SQL.

What are the main advantages of an MQL?

Generating valuable leads is every entrepreneur’s dream. You achieve this using lead generation. Lead generation encompasses all activities you undertake to get in touch with potential customers in the hopes of sparking interest in your service or product. Therefore it is important that you map out every customer journey. Together with Addmark identify who your ideal customer is by creating a buyer persona.