Patience, a cookie-less world, and MQLs

Marketing teams often find themselves in unenviable positions. And the job of delivering MQLs is right up there.

MQLs directly impact the bottom line. Yet, many companies, as is evident by the discourse on the lack of high-quality leads, are facing a drought of prospects that lead to meaningful conversations.

MQLs are either loose threads or completely irrelevant. However, can we put the blame entirely on marketing leaders? After all, they are expected to do more with less every year. Creative ideas are shunned. And KPIs are enforced. They need to provide tangible outcomes almost immediately.

Marketing teams have found an easy solution to this problem. A 'shoot in the dark and see what sticks' solution. They provide sales teams with many leads and hope some turn out to be good.

Subjective Definitions

The definition of a lead is subjective. Many C-suite execs get bogged down by the theory of what it should be rather than what it is, and this confusion directly translates to their teams. The disconnect between what is and is not a lead causes friction between sales and marketing.

The leads who download collaterals are immediately contacted through sales calls. And then, more often than not, these leads have to be archived because they weren't ready yet.

It is a loop that organizations seem to be caught in.

However, the answer is in the organizational databases.

MQLs are often defined as leads that marketing teams believe are ready to be contacted. And this definition is taken literally.

When marketing talks about personalization, shouldn't this also include the analysis of the unique behavior of your leads?

That is the answer. The definition of an MQL then becomes a lead that shows continuous interest in your offerings or similar topics. An account that is active in finding cloud solutions will research that topic.

That is your MQL. Wouldn't they be more receptive to your marketing ideas a bit better now?

A cookie-less world

But now, a new question emerges. What happens if the user does not leave a trail of data to follow? While many marketing teams are afraid of losing third-party data, it is an advantage in disguise.

Organizations will need to boost their qualitative analysis by a margin to identify the right fit. Marketing teams will need to: -

1.??? Create campaigns that are value-providing.

2.??? Focus on contextual ads

3.??? And draw the attention of the prospects to obtain first-party data.

Even though the competition is fierce. There is no better time to take risks and create creative campaigns that act as hooks.

A cookie-less world is exciting, especially for MQL conversion, because it promises verified and consented data. A gold standard for the personalized experience.

Observation yields more

An organization may jump at the opportunity to gain first-party data. After all, the prospect has consented. It's time to begin contact. However, many marketing teams squander potential prospects by sending them ahead prematurely.

Nurturing a lead is crucial for success. And marketing needs this filter as a qualifier. Email marketing campaigns and ad campaigns are vital here.

Observation of the lead in this stage of qualifying should be paramount. Many organizations fall into the trap of short-term metrics. Forgetting that historically, marketing has been about increasing market share through building trust.

Through messages and copies that directly address pain points, marketing teams can build this trust. And position themselves as the logical answer for a specific problem.

Once you observe a segment of accounts and individuals in constant interaction with what your brand has to offer, you will find a batch of leads that are ready to buy.

Buying for trust

While the prospect gets to know who you are, you can design experiences for them that enable loyalty and trust.

And organizations must understand the importance of this method. Falling into the trap of short-term strategic planning is what sets most brands up for failure.

Unlike B2C counterparts, where buyers can be impulsive, B2B buying is notorious for its deliberate approach. Yet, this approach helps marketing teams cultivate a powerful brand image.

The prolonged timeframe gives your organization the chance to be patient and talk to the leads when they are most receptive to buying.