How to generate more Marketing Qualified Leads ?

In the ever-competitive world of B2B marketing, every marketer is trying to stand out. Prospects are bombarded with advertisements, cold calls, cold calling and promotional emails daily. In this noise, how do you make your voice heard? 

Better yet, how do you ensure you are reaching out to the right prospects who are not only interested, but are also willing to make a purchase? The answer lies in focusing on Marketing Qualified Leads (MQLs). In this article, we’ll delve into what MQLs are, why they matter in B2B, and share ten proven tactics to generate more of them.

Marketing Qualified Leads are prospective customers who have expressed an interest in your product or service and have the potential to become paying clients. Unlike a generic lead that may only have a passing interest, an MQL has gone beyond the "just-looking" phase and taken actions like downloading a whitepaper, signing up for a webinar, or filling out a contact form, indicating they are more likely to buy. In essence, MQLs are halfway down the sales funnel, offering you a greater chance to convert them into sales.

In B2B, the sales cycle is typically longer and more complex compared to B2C. The stakes are higher, and the decisions are often collaborative, involving multiple stakeholders. Focusing on MQLs ensures that your sales team spends their time and resources on leads that have a higher likelihood of converting, thereby improving ROI and reducing the sales cycle time.

One of the most straightforward ways to focus on MQLs is by tracking changes in your contact's professional or company life through your Customer Relationship Management (CRM) system. You can detect contact job changes, recent fundraising or a new software used by a company. By doing this, you can prioritize contacts for your sales team.

Example:
Anna, who downloaded your ebook six months ago, recently got promoted to Project Manager. This job change, recorded in your CRM, is a great opportunity to send Anna a personalized message or resource on project management.

Tools:

• LeverGrow

Inspiration from world-class company in this area : Forest Admin or Edflex

All marketers say that “Content is king”, especially in B2B. That’s true. High-quality, informative content not only showcases your industry expertise but also attracts the right kind of attention. Whitepapers, ebooks, webinars, and case studies can act as lead magnets, converting a casual browser into an MQL.

Example:
You can create a series of blog posts that directly address pain points your potential clients might be experiencing. A well-researched, comprehensive guide on "Choosing the Right Project Management Software" can attract highly interested leads.

Tools:

• HubSpot: For content management
• Grammarly: To ensure the content is error-free

Inspiration from world-class company in this area : Drift 

Personalization is more than just including the recipient's first name in the email. Hyper-personalization involves using data analytics to understand each lead's behavior and preferences, sending content that resonates with them. This not only increases engagement rates but also makes them more likely to take desired actions, elevating them to MQL status.

Example:
Instead of sending generic emails, send a customized email to leads who have interacted with specific types of content on your website. For example, if they have read a blog post about project management tools, send them a comparison guide of your software against competitors.

Tools:

• Mailchimp or Brevo : Allows segmenting your email list for more personalized messaging.

Inspiration from world-class company in this area :  HubSpot

A well-designed landing page can make or break your conversion rates. Keep it focused on one specific action you want the visitor to take, such as signing up for a free trial or downloading a guide. Make the CTA clear, visible, and compelling, and you'll see a higher percentage of MQLs in your funnel.

Example:
Create a landing page specifically for your ebook on project management with compelling CTAs like “Unlock the Secrets to Efficient Project Management Now!”

Tools:

• Unbounce or Leadpages: For creating and testing landing pages.

Inspiration from world-class company in this area : Monday

Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are powerful tools to attract high-quality leads. A well-optimized website or targeted advertising campaign can draw in those actively searching for solutions you offer, making them more likely to become MQLs.

Example:
Optimize your blog posts and landing pages with targeted keywords like "Best Project Management Software" or run Google Ads targeting those keywords.

Tools:

• Google Keyword Planner: For keyword research.
• SEMrush: For competitive analysis and SEO.

Inspiration from world-class company in this area : SEMrush

Being active on social media channels relevant to your industry can significantly influence lead quality. Share valuable content, interact with your audience, and keep an eye out for prospects showing greater interest. Engage with them to move them down the funnel towards becoming an MQL.

Example:
Run a LinkedIn poll asking what the biggest challenge in project management is, then follow up by sharing content that addresses those challenges.

Tools:

• Hootsuite: For managing multiple social media channels.

Inspiration from world-class company in this area : Marketo

ABM is a focused approach where sales and marketing work together to target specific high-value accounts rather than a broad audience. This method ensures that you are engaging with organizations that are more likely to convert, making the leads you generate highly qualified.

Example:
Identify high-value companies that fit your ideal customer profile and create targeted marketing campaigns for them.

Tools:

• Demandbase: Provides ABM solutions to identify and target high-value accounts.

Inspiration from world-class company in this area : Salesforce

LinkedIn is a treasure trove for B2B marketers. Regularly post content, interact with connections, and use the platform’s advanced search capabilities to find decision-makers in your target industries. Engage with them through meaningful conversations to turn them into MQLs.

Example:
Send a personalized LinkedIn message to decision-makers sharing a valuable piece of content and asking for their opinion.

Tools:

• Waalaxy or Lemlist:  For LinkedIn outreach automation

Inspiration from world-class company in this area : Waalaxy 

Participate in B2B communities and forums where your target audience hangs out. Answer questions, provide valuable insights, and engage in discussions to establish yourself as an industry expert. People are more likely to engage with experts, increasing your chances of generating MQLs.

Example:
Actively participate in online forums or Reddit threads where project management is discussed, offering free advice and subtly promoting your product.

Tools:

• Reddit, Quora: Platforms where discussions happen.

Inspiration from world-class company in this area : Livestorm

One of the most overlooked tactics in generating MQLs is through partnerships and networking. Partnering with complementary businesses allows you to tap into their customer base, offering you a new set of leads that are more likely to be interested in what you have to offer. It’s what we call “Nearbound” marketing.

Example:
Partner with a company that offers complementary services like time-tracking software to run co-branded campaigns.

Tools:

• Kiflo or Reveal : To manage partnerships and track referrals.

Inspiration from world-class company in this area : Deel

The journey of a lead from being a marketing-qualified lead (MQL) to becoming a sales-qualified lead (SQL) is an essential phase in the sales funnel. MQLs have shown an initial level of interest in your product or service; SQLs, however, are leads that the sales team has identified as being ready for a direct sales approach.

Generating Marketing Qualified Leads is crucial for efficient and effective B2B marketing. By focusing on these ten tactics, you can ensure that your marketing and sales teams are working in harmony, targeting leads that are not just interested but are also ready to engage, shortening the sales cycle, and improving your bottom line.