Marketing Qualified Lead (MQL): Definition, How it Works, and Tips

In the world of sales and marketing, Marketing Qualified Leads (MQL) are most likely customers. Reporting from the Lead Squared Report, the lead itself is a person or business that is interested in the product you are selling.

Want to learn more about what a marketing qualified lead is? Check out this article further!

What is a Marketing Qualified Lead (MQL)?

Marketing Qualified Leads (MQL) are prospects who show great interest in the results of your product marketing efforts and therefore have a high chance of becoming a customer (conversion).

The company's job is to stimulate their interest by negotiating offers. This is how sales are generated. 

Use existing information to tailor offers to improve customer experience and loyalty. 

How Marketing Qualified Leads Work

MQL usually develop their interest in a product after some activity like visiting company website, filling contact form, downloading content etc.

For this activity, companies have demographic information such as location, company they work for, and job title, which can also be used to determine if someone is an MMS.

The incoming MQL is then forwarded to the sales team for further sales processing.

In the sales method, MQL must be validated and evaluated to determine whether it is feasible for the customer and whether it is suitable for the product or service offered.

Identifying the common characteristics and behaviors of qualified prospects enhances the following values:

• Greatly increased revenue value for the company
• Improving long-term relationship with the company's products/services
• Create a large revenue budget for the company to finance the production of high quality products/services according to customer wishes. 

If you can focus your business resources on obtaining and maintaining MQL, all your efforts will bring the best results for the company. 

How to Increase Potential MQL

1. View visitor behavior

The first way is to look at the behavior of your website visitors. From the information available, what does each visitor do when they want to buy? Compare the data on customers who bought the product and customers who didn't, pay attention and learn the patterns.

2. Ask for feedback

The next way is to ask for feedback. Since sales prospects are people with high purchase potential, it's important to understand why those customers don't buy.

Maybe he was right, he put an item in the shopping cart, but suddenly it stopped working because something was bothering him or another customer. With these suggestions you can fix the one thing that may be bothering many visitors and then successfully convert MQL to SQL.

3. Look at certain trends

According to Tableau, are you trying to find out if there are any trends or similarities among every successful prospect?

Is there a page with the highest conversion rate that converts MQL to SQL successfully? Or maybe there are ads that trick people into buying products directly on your website?

By knowing and studying the data, you can focus on strategies that have proven successful. That way, you don't have to waste time implementing strategies that haven't been proven to work. 

4. Compare with competitors

The last option is to compare your website with competitors. Are you looking for loopholes that make you choose your website over competitors? Is there a marketing strategy that outperforms your company? Or maybe the user experience is more customer friendly?

As in the previous point, knowing this can save you a lot of energy. You can maintain what is already better than competitors and then refine what may be lacking. 

May be useful!