In today's increasingly competitive world of digital marketing, it's not enough to know about concepts like search engine optimization, social media marketing and other marketing buzzwords. It's important to learn how to incorporate the concept of a sales funnel, particularly qualified leads, into your digital marketing strategy.
Your organization's definition may vary, but marketing qualified leads (MQLs) are defined as the "best-converting leads on the market. MQLs are leads with intent – individuals and companies who are in-market (or considering buying) a technology product." MQLs are deeper down the sales funnel, and more "ready-to-buy" based on key indicators defined by your company.
A great way to identify if a lead is a marketing qualified lead is by using the BANT method, which is a sales method revolutionized by IBM 30 years ago. BANT is an acronym that stands for:
Budget – Is the lead willing and able to buy your product or service?
Authority – Does the lead have decision-making capacity to actually buy your product/service? |
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