B2B Lead Qualification How to find MQLs efficiently in 2022 and beyond

Summary

What is a MQL? Definition of A Marketing Qualified Lead

Here are the key differences between a lead, MQL, and SQL:

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    Lead: Any account/prospect that has filled in a form and is a part of your marketing ecosystem

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    MQL: Leads that meet the company’s criteria on buyer intent behavior

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    SQL: MQLs that have been nurtured and vetted before the hand-off to sales

How B2B companies define their MQLs

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    Size of the organization: Startups, mid-sized companies, and global enterprises have different criteria of what constitutes an ideal client for their offerings. For example, the lead’s location, budget or even level of maturity in the market can determine if they are an MQL and move on in the qualification process.

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    Members of the MQL naming committee: The number, as well as qualifications and job roles, of the MQL naming committee are the most determining factor of what becomes an MQL. People rely on their past experience and expertise to weigh in on who is qualified for the business.

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    The sales team: On the front line of lead qualification, the sales team has feedback on who is moving onto a sales deal—and who is quitting. The common traits of leads that complete successful deals can determine the MQL criteria.

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    Account based marketing: If the company has an ABM focus for its marketing, then the MQLs will be aligned with a target account list. If not, then MQLs will cater to a broader ICP of its target audience.

Do MQLs still work in 2022? What are the cons of this method?

Conclusion

START QUALIFYING LEADS WITH MULTIPLE TOUCHPOINTS
AND 100% VISIBILITY

At INFUSEmedia, our team of demand generation experts crafts campaigns for Fortune 500 companies powered with data from multiple interactions to make sure that informed sales outreach takes place at the optimal time for conversion.

Get in touch at [email protected] to structure your lead qualification processes

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