Your B2B Lead Generating campaign is one of the most crucial parts of marketing. Whether you choose an outbound, inbound, or hybrid strategy, the company will only come to you if you have your MQLs ready to go.
As a result, whenever you produce MQLs, you must include them in your sales team’s “accounts they control” so that they may allocate them to the appropriate person.
This step will assist guarantee that an incoming lead makes it through the pipeline, which is the goal of any marketing automation activities.
Even still, many marketing teams do not have this process mastered.
“Your sales team will have a considerably easier time turning MQLs to clients if you improve the nurturing of your MQLs.”
But you know what’s more difficult? The amount of time and effort you put into doing things correctly.
Nurturing Your MQLs: Understand The Buyer’s Journey
It all starts with a narrative. The tale of how you came to be, the story of what piques your prospects’ attention, and the history of what genuinely matters to them. Buyer trip maps can be convinient in this situation. You’re flying blind if you don’t have one!
If you are serious about nurturing your MQLs, you must be careful at each stage of the buyer’s journey.
The path is basically the same whether you’re purchasing a toothbrush or a vehicle. It all boils down to your customer’s path from awareness to consideration to decision.
1. Awareness is what happens at the funnel’s apex (TOFU). People who are looking for an answer, a resource, or a solution to their difficulties are your ideal prospects.
Examples: Blog posts, e-books, guides, how-to content, and email sequences.
2. Consideration occurs in the funnel’s center. This is where people decide what they need to accomplish their objectives. They look at potential solutions, narrow down their selections, then decide whom to buy from.
Examples: whitepapers, case studies, webinars, social media posts.
3. Decision-Making occurs near the funnel’s bottom. At this stage, by nurturing your MQLs, you may convert them into potential clients who may purchase your product or service after some persuasion.
Examples: Assessments and consultations, on-site demos, tutorials.
The nurturing procedure you select should correspond to both the program’s overarching aims and the stages your leads travel through over time.
A customized email boosts the likelihood of recipients opening your emails by 26%.
Personalization is the biggest trend in marketing right now, and for a good reason. Making one-on-one contact with your leads will provide them with another incentive to contact you rather than competing businesses.
It would help if you do more than simply add names to emails to generate that sense of personalization while nurturing your MQls. It is about developing ads that highlight the prospect’s sector knowledge, with language that convinces your target that you are communicating specifically to them and not to every other prospect.
The more human your approach, the better your outcomes.
How to Follow-up Your MQLs
Marketing-qualified leads are the most likely to result in sales. After all, you’ve done your homework on this prospect, identified their purchasing needs, and personalize your proposal to address their concerns.
Here’s how you should nurture and follow up on your MQLs:
1. Recruit a Specialized Team to Work on Lead Nurturing
A sales development representative (SDR) is typically a member of a larger sales team. They take the lead in marketing by cold calling and following up with leads obtained by banner advertisements, email campaigns, and other forms of internet marketing. After that, the SDR passes the qualifying lead on to a sales development manager or an account manager.
SDRs are your funnel’s unsung heroes. Your SDRs are the ones who are making all of the effort to qualify intriguing leads, set up engaging meetings, and move them down the funnel at the precise appropriate point. You’re essentially wasting money if you don’t use their services.
2. Create a Lead Qualification Process
Lead qualifying is essential for lead creation and sales pipeline management.
What qualifies a lead as sales-qualified? There are several answers to this question while fostering your MQLs.
Leads who have joined up for your email newsletter, prospects who have downloaded your whitepaper, leads who have visited particular pages on your website, or leads who have gone through various stages in your lead nurturing cycle are some of the most typical answers.
When the list is complete, share it with sales development management to receive input on whether it makes sense to try to reach out to the targeted prospects.
3. Develop an SDR Elevator Pitch
There are always ways to improve, no matter how skilled an SDR is or how long he or she has been doing it. Scripts can assist you in accomplishing this. They are not magical (no one is that good).
They can, however, provide a structure to assist your SDRs focus on the most critical aspects of a conversation rather than merely “winging it.” They can also boost your confidence in what you say.
4. Ensure to Set a Follow-Up
Assume an SDR is following up with a marketing-qualified lead which has previously communicated with the firm but has yet to become a customer.
The ideal case would be to follow up numerous times over the course of several days and weeks until the lead was either converted to a client or withdrawn from further consideration.
If this was an SDR with no direction and no screenplay, they might be reaching out too much or too little. As a result, when building up the discussion funnel, a follow-up track is essential.
Typically, you would want to trace each lead’s path from the moment they qualify to their ultimate conclusion, from their interactions with your brand or product line to their final outcome.
Of course, not all of this data will be available. It can’t be if you’re following up on cold leads or customers who weren’t aware your firm provided a product line in the first place. However, it is critical to remember that several essential indicators are critical for lead nurturing and should not be overlooked.
It’s the foundation for your marketing and sales strategy, which will need to be adjusted on a regular basis based on how your KPIs evolve over time. That is the key to growing your MQLs.