HomeB2B10 Actionable Tips to Generate More Marketing Qualified Leads

10 Actionable Tips to Generate More Marketing Qualified Leads

Successful B2B lead generation means marketing qualified leads. In this post, we have talked about how to find MQLs and 10 helpful tips to make more MQLs. The advice covers everything from getting your sales funnel working to using videos and interactive content. They will teach you the power of a strong CTA, chatbots, and account-based marketing. Let’s see how the customer data platform can help you target and generate leads better. Implement these tips, and your MQL generation and B2B can significantly increase.

Marketing qualified leads are important for a sales pipeline to be healthy. These leads are interested customers who’ve enquired about your B2B product or service and have your ideal customer profile.

But they are so important that many B2B firms find it difficult to produce enough MQLs.

When a company isn’t making enough MQLs, their sales reps chase leads that aren’t quite ready to buy. This leads to wasted money and a loss of potential value.

The point is then, optimise your MQL generation tactics by giving quality leads vs. quantity. In this way, you will be able to fill your sales pipeline with leads with a higher conversion rate and better ROI and make your salespeople’s work easy.

This post will teach you how to find MQLs and what 10 strategies you can implement to make more of them. Whether it’s content marketing or using chatbots, we provide all the information you need to optimise your lead generation process. Let’s get started!

Where to Find MQLs in Your Pipeline

To find MQLs in your pipeline, you have to look at it from an organisational standpoint. Let’s take a look at 3 ways to identify the high-converting leads.

1. Set the Specific Lead Goals

Having targets for leads gives you an idea of what an MQL might be in your industry. This can be things such as company size, industry, cost, or certain activities done on your site. You can also establish a standardised set of criteria so your team has a path to quality leads.

2. Look at Your Traffic: Don’t Underestimate It!

Your website is a mine of knowledge on MQLs. So, watch out for what people do with your site. Do they download eBooks, read blogs, or scan case studies? Such behaviour can suggest more interest. Track visitor behaviour with Google Analytics or heat map software to see who the most visitors are.

3. Create Your Own Lead Pathway

You can trace the individual path of every converted lead to see trends of a lead qualification. Compare each touchpoint, content type, and amount of time spent at every step of the funnel. These facts help you determine the place where leads often transition from being just curious to seriously qualified.

10 Ways to Earn More MQLs in 2024.

1. Know Your MQLs

When you want to get the most out of your marketing qualified leads, you need to know their industries, company sizes, and pain points. Gather and comb the data for an explicit picture of your target MQLs.

See what behaviour they exhibit, what content they read most, and what channels of communication they like best. You can use this data to personalise marketing to MQLs you may have in mind.

It isn’t a one-off operation; your MQL profile has to be continually updated as new information is released. The more specific you are about your target MQL, the more leads you can create.

2. Revisit your sales funnel

Your sales funnel is a living, breathing thing that must constantly be reviewed. Each part of your funnel needs to be taken seriously and checked to see where marketing qualified leads are going astray.

For example, you might have a lot of top-of-funnel content that is driving lots of traffic but not getting them to the other phases, or maybe you are losing qualified leads on the verge of conversion.

Make necessary changes to avoid losing MQLs, like by creating fresh lead magnets, personalised email sequences, or personalised touchpoints. The objective is to make it as seamless as possible for MQLs to join. A well-optimised funnel isn’t just a source of more MQLs but also a source of customers for them.

3. Content Creation for MQLs

Those MQLs want answers fast, and that’s where chatbots and conversational marketing come in handy. First, start a buyer journey diagram of your MQLs so you know what they need to know along the way and ask at each step. Get content that is relevant to them using these tips.

People watch content in different ways. So, make some blogs, case studies, eBooks, podcasts, etc.

Be sure to use search engine optimised content, using the keywords your MQLs will be looking for. This makes your message get seen by the right people in the right moments.

4. Leverage Videos

B2B video marketing is now a must because it makes the complicated concept more accessible and gets you more involved. Start with explainer videos introducing your product or service, particularly beneficial to MQLs during the first few steps of their buying process.

Then make demo videos or customer testimonials for leads further up the funnel. Make live videos or webinars as well to get access to potential MQLs in real time and address their concerns.

Keep your videos short, to the point, and informative in nature and keep them specific to your MQLs’ needs.

Above all, never stop SEO-in your videos. Use the right keywords in your titles and descriptions so your content is easily found by your audience.

5. Create interactive content

A static video will catch the eyes of your MQLs, but interactive videos capture their interest and make them participate.

Design puzzles that help your target MQLs learn your product, calculators that help to calculate your product’s ROIs, and interactive infographics that can explore data in a fun way.

Digital game play is a data goldmine. Every chat you have will tell you about your MQLs’ likes and dislikes. You can use this to narrow your targeting and tailor your follow-up.

Feel free to play around with this when designing interactives. The more special and unique your interactive piece is, the more likely it is to be unique and create more MQLs.

6. Offer Multiple Touchpoints

As your MQLs are distributed across channels, so should your campaigns be as diverse. With multiple touchpoints, you’ll be able to acquire and care for MQLs.

Some clients might want emails, and others are on social media. You can have people love your webinars and others prefer your blog posts. The key is to be where your MQLs are.

Broadcast your brand to all channels email, social media, content marketing, events. It is this multi-channel strategy that you catch MQLs at various stages in their life cycle.

But don’t forget to be consistent across all the touchpoints. You should make an integration, not a fragment.

And, by providing multiple touchpoints, you are not only maximising your probability of meeting MQLs but also making them available to connect with you on their terms.

7. Strong Call-to-Action (CTA)

The best time to create a killer CTA is after you’ve gotten your MQLs energised. That link between interest and response—that’s what propels your MQL prospects to the next level.

Your CTA should be direct, persuasive, and delivering value. Do not just “Click Here.” Be specific about “Take Your Free ROI Calculator” or “Schedule Your Exclusive Demo Today”.

Get your CTAs in an area that you can see but doesn’t overpower. Think in contrast colours; that way they are noticeable but not over the top with your design.

Implement different CTAs at various points of the buyer journey. For instance, “Download Our Free Guide” is for the young MQLs, and “Start Your Free Trial” is for the mid-stage MQLs.

Check and tweak your CTAs frequently. Just a little tweak to wording, design, or placement can make all the difference in your MQL generation process.

8. Implement chatbots and conversational marketing

Your prospective MQLs need answers, and now. And that’s where chatbots and conversational marketing come in.

Chatbots can talk to your website visitors 24×7 to answer the most asked questions and guide them through your sales funnel. Simply put, they’re your 24-hour sales representatives.

Chatbots can also gather information and qualify your leads so you can focus only on the best ones.

Chatbots for initial questions, but make sure you can provide a direct connection for leads to a human when needed.

9. Account-Based Marketing (ABM)

With account-based marketing (ABM), you target the highest-value accounts most likely to turn into MQLs and then customers.

You can create a list of specific decision-makers in a company using ABM. This helps you customise your content, messages, and outreach based on each account’s pain points.

This hyper personalization allows you to get beyond just sending a prospect’s name in an email. It provides content and experiences that are tailored to the challenges and objectives of each account.

ABM: Find your perfect accounts and start studying them to get started with ABM. Find out when these accounts are most likely to interact with you using intent data. Create custom campaigns based on each account.

Account-based marketing, properly done, is the key to increasing your MQL and conversions.

10. Implement Customer Data Platform (CDP)

Customer Data Platform (CDP): Your customer data will be pulled from multiple sources, aggregated, and applied.

Using CDP, you get a 360-degree view of your customers. That is, you will know their behaviours, likes and dislikes, and interactions at all touchpoints. Imagine if all this could be in front of you as you are developing your MQL plans!

You can segment your viewers using a CDP. You can also run very targeted campaigns with customers based on certain customer profiles or patterns.

In addition, a CDP can tell you which leads are most likely to convert into MQLs. It can analyse the historical data to find patterns and behaviours of a lead’s convertibility.

A customer data platform is an investment that earns you an ROI in your MQL production.

Procedure for Making MQLs: A Step-by-Step Guide for Making MQLs Effectively

Just learnt 10 strong tricks for increasing your MQL generation. But knowledge won’t be the stuff you get in your pipe. Here’s your action plan:

Start by looking at your existing MQL generation workflow to see where it falls short. Then, go ahead and pick out three tips that you’re going to use the most right now. Begin with one tip at a time to start implementing. Create realistic deadlines and stick to them.

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