通过对齐团队成员different teams, your business's employees are able to work together to create delightful experiences that make prospects want to convert and stay loyal to your brand.

One example of a process in which this type of collaboration only improves your ability to convert prospects into loyal customers is lead qualification.

这样考虑:如果您营销团队可以与销售保持一致关于使您的公司高质量领先优势的原因,在潜在客户与您的品牌的最初互动之后,营销可以识别并将这些bob全站app引线交换为代表。然后,一旦销售从营销中获得了这些联系,代表也可以使它们资格并相应地培养它们。this leads to time being well-spent across the org and ensures sales reps aren't wasting their time trying to identify leads that marketing has already engaged and vetted.

these leads that marketing engages, vets, and passes along to sales are called marketing qualified leads (MQLs).

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MQL

在这篇文章中,我们将讨论什么是MQL,为什么要识别MQL是值得的,以及您可以在团队中建立的MQL标准。

How does the qualification process for an MQL work?

在高水平上,铅成为MQL,然后成为SQL,然后沿着漏斗向下努力,直到(希望)成为客户。

As mentioned, if a lead becomes an MQL, they've been vetted by the marketing team. In other words, the marketing team determines whether or not they believe sales would have a good chance at successfully nurturing and converting a specific lead into a customer.

If the sales team同意营销团队 - 并认为他们有很大的机会将MQL转换为客户 - 然后MQL成为一个销售合格的潜在客户(SQL)

为什么您想将铅标记为MQL

Whether through a content offer, social post, virtual or in-person event, web page, blog post, subscription, podcast, or ad, marketing has many potential touchpoints with leads, prospects, and target audience members before anyone else at your business does.

the resulting engagement data (and contact information, if any) is vital to the success of your business. It's how your marketing team can efficiently sift through those prospects to identify the highest-quality leads based on criteria (which we'll talk more about below)由您的业务设置。

Once marketing has identified MQLs for your business, then can send them along to your sales team — this propels sales through the initial steps of their roles (e.g. discovery and prospecting), and provides them with leads their marketing counterparts believe are worthwhile.

销售量then performs their own qualification process and pulls out the top-tier prospects from that list of MQLs.

这不仅节省了销售代表时间,而且还可以确保营销和销售与您的买家角色是谁,哪种类型的营销内容为您的业务带来了正确的前景,等等。

营销合格的铅标准

设定准确的MQL标准是您确保向销售团队发送最高质量的潜在客户的方式。建立这些标准也是值得的,因为它可以帮助营销确定哪种类型的营销材料,内容和优惠将在适合该标准的受众群体中最有效。换句话说,建立可靠的MQL标准是营销和销售的双赢。

如何使用MQL标准建立(加上MQL标准的示例)

1.建立工作营销和销售团队关系。

正如本文中多次提到的那样,MQL成功的一个主要方面是保持营销团队和销售团队之间的开放沟通和一致性的过程。营销不能在不与销售保持一致的情况下定位或识别高质量的潜在客户。没有营销的帮助,销售将无法访问MQL。

You might start by reiterating the importance of this relationship to the marketing and sales orgs so they understand the value that will come from cross-team communication.

然后,您可能设置循环会议讨论alignment as well as roles and areas for potential growth (e.g. which marketing content is working best among prospects, which enablement materials sales feels like they're missing, or prospect feedback that reps get directly from the source and can share with marketers to help their campaign targeting, etc.).

there may be a dedicated amount of time during these meetings for discussion about how to improve the marketing and sales relationship and alignment, and another portion of time set aside for feedback, ideation, and fact sharing.

2. Create lead definitions.

营销人员和销售人员也应该共同努力为您的业务开发潜在客户定义。意思是,营销应与销售相遇,以识别,解释和记录构成团队中MQL的主要特征和特征。

例如,您的营销经理可能会与您的销售经理会面,以创建MQL的定义。这个过程看起来看起来很像您用来开发买家角色的过程。

Here are some examples of questions to ask while defining MQLs:

  • 为了将某人定义为MQL,应该参与哪种类型的营销内容?
  • 哪些特定的定义特征(人口统计学和企业学)是将某人称为MQL的必要条件?
  • 一个人应该使他们成为MQL哪些疼痛或挑战?

根据您创建的潜在客户定义,您可以更深入一些,并为各种MQL资格分配点值,以形成一个的基础lead scoring system。this will ensure your sales team is delivered high-quality leads in an organized fashion so they stay as productive as possible.

3. Revisit your lead definitions and regularly.

随着时间的推移,您的业务,内部团队和客户群的规模不仅会增长,而且您的前景,买方角色和潜在客户也会发展。这就是为什么定期回到铅定义并根据需要进行更新的铅定义如此重要的原因。

例如,也许您的营销团队每季度重新审视您的主要定义 - 他们可能会将其审查为一个团队,然后提出他们认为对销售必要的任何更改,以获取反馈。或者也许会在合作会议上共同审查定义并相应地更新定义。

无论哪种方式,请记住,仅仅因为某事对您有效,并不意味着将来对您有效。要认识到您的潜在客户定义将需要更新以确保营销的目标,识别和向销售代表提供高质量的潜在客户。

开始创建和使用MQLS

Now that you see the power of MQLs, it's time to start creating your own. Think about the tips we covered above to get started identifying and converting more qualified leads.

编者注:该帖子最初于2018年6月发表,并已更新以进行全面性。

lead management

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Originally published Jul 20, 2021 1:30:00 PM, updated October 25 2021

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