Kill the MQL..

Everyone is against MQLs and lead gen. Seems to be the new cool thing to do.

The way it is done, I'm against it, too.

But the this model can work.

We've been delivering 40+ MQLs per month to a client, but the difference is - they didn't try to sell to each of those people until they were ready to buy.

The problem is that MQLs and SQLs have often been put into a battle with one another. The reality however, is that MQLs can be a powerful tool when used right.

Let's go deeper.

What exactly is an MQL?

MQLs are leads that are ready to engage with your marketing team, download some kind of asset, and/or may want to learn more about your product/service,

What about SQLs?

SQLs are leads, further along in their decision-making process and thereby, closer to making a purchase.

So what is the point of an MQL?

They may not want to buy now, but they are engaged and may want to learn more - possibly connect with your team(s).

It means that they are already aware of your existence and engaged. That is a WIN.

At the same time, MQLs should not be confused with demand capture, but more of demand generation.

Lead capture may refer to activities such as outbound email campaigns, social media outreach, referral programs, etc., which aim to create new leads by targeting potential customers.

MQLs on the other hand, may refer to leads who may have already expressed interest in your product or service and are actively engaging with your marketing team with help from collateral and content.

For MQLs to be successful, there needs to be a process in place between MQLs and SQLs.

For example, this I mentioned earlier put in place a process for MQLs whereby they would only move forward with sales conversations once MQLs had demonstrated that they were ready to buy.

We often used a qualification question in our top of the funnel advertising.

If you try to make it transactional, to get what YOU want and not care what customers want, you'll fail.

In demand gen models, marketing creates demand & sales closes demand.

In lead gen models, marketing just identifies potential leads, and sales are the one that creates and closes the demand.

That is why lead gen models fail - the lack of process in which sales create demand and close it. Sales folks often just know how to close it.

Add to that the fact that B2B buyers want to talk to sales only when they are ready to buy, and the mishap begins.

What's your take?

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On the Stage

A few weeks back, I took to the stage. TEDx came calling, and I took it up.

I had my doubts on what I should say, or talk about.

B2B Marketing said the head. Don't make the sales pitch, said the heart.

And I went in with my story instead, of what made marketing COOL for me. My FUN factor.

Listen in :)

Siddharth, or Sid, has worked for 3 organizations across 6 different states, selling everything from laptops to mobile recharges to SaaS products. He was handling brand and growth marketing for 15 countries at his last organization before he got bitten by the entrepreneurial bug.

Three years in, he now leads a team more driven than him at Ad Momenta. You can find him talking branding, B2B marketing and growth at @sidgrover25 on Twitter and LinkedIn.

And if you are stuck with some your brand and marketing problems, say Hi @ admomenta.com :)