The importance of MQL leads for B2B companies
Posted: Mon Jan 27, 2025 9:08 am
The acronym MQL refers to "Marketing Qualified Lead" , that is, it is a lead that must be managed by the marketing department, and not by the sales department.
Not all companies categorize MQL leads in the same way. In other words, in some cases, an MQL may be a prospected company that is not interested in a product, service or solution, but we can add it to the marketing wheel (newsletters, webinar invitations and/or other types of communication or announcements), and in other cases, an MQL lead is considered a registration through a landing page; this generally occurs in Inbound Sales, Inbound Marketing or similar strategies, that is, visitors to the website who have subscribed to the newsletter, have requested to download a document, etc.
In any case, they are not suitable to be contacted by the sales or commercial team (SQL Leads). This is where one of the main reasons for the importance of integrating and optimizing the processes between the marketing and sales departments stands out, and for this there are ABM or Account-Based Marketing strategies, campaigns and services .
Best MQL Lead Generation Strategies
Below we highlight some of the best strategies for generating MQL leads:
Relevant content: Guides, technical manuals, infographics, FAQs, eBooks, etc.
Offers and promotions: Making them china whatsapp data known through social networks, displays, branded content, clipping, etc.
Cross Selling: Aimed at the installed base, which we can reach through newsletters, webinars, etc.
B2B Telemarketing : To prospect and qualify MQL leads through direct contact.
Any type of strategy must have a CTA, Call To Action or “Call to Action” through which the MQL lead is generated .
Regardless of the strategy we carry out, lead scoring will make things much easier for us when it comes to starting a segmentation or categorization of the MQLs , and which of them are more likely to become a qualified SQL lead , which must be managed by the sales team.
Advantages of MQLs
We find different benefits that MQL lead generation strategies and campaigns provide , among which are:
Lead scoring : The marketing team will be able to categorize each MQL according to its scoring and prioritize those that are most likely to become an SQL lead for sales.
CRM Enrichment : It goes without saying that our database of customers and potential customers or contacts will increase significantly throughout the campaign.
Market segmentation : Not only with scoring, but with the qualification and categorization of MQL leads, we will be able to know what type of service works best where, when, and towards which C-Level or senior management we should target based on this categorization.
Generating qualified traffic : B2B companies do not have digital newspapers or magazines that need to generate large amounts of web traffic, but they do need the traffic to be as qualified as possible, based on geographic and demographic data of the visitors.
Branding : Greater visibility and better brand positioning as a direct effect of MQL lead generation strategies .
Ultimately, MQL leads become the average lead that allows companies to take advantage of those with the greatest potential.
MQL Lead Generation Company
After more than 10 years working to generate B2B leads , managing and categorizing them into MQL , SQL or SAL, generating trust with contacts and prospects, detecting business opportunities, etc.
Our objectives are based on increasing the conversion rate of our clients' sales and commercial teams, through strategies and resources with a high level of specialization by sector.
Not all companies categorize MQL leads in the same way. In other words, in some cases, an MQL may be a prospected company that is not interested in a product, service or solution, but we can add it to the marketing wheel (newsletters, webinar invitations and/or other types of communication or announcements), and in other cases, an MQL lead is considered a registration through a landing page; this generally occurs in Inbound Sales, Inbound Marketing or similar strategies, that is, visitors to the website who have subscribed to the newsletter, have requested to download a document, etc.
In any case, they are not suitable to be contacted by the sales or commercial team (SQL Leads). This is where one of the main reasons for the importance of integrating and optimizing the processes between the marketing and sales departments stands out, and for this there are ABM or Account-Based Marketing strategies, campaigns and services .
Best MQL Lead Generation Strategies
Below we highlight some of the best strategies for generating MQL leads:
Relevant content: Guides, technical manuals, infographics, FAQs, eBooks, etc.
Offers and promotions: Making them china whatsapp data known through social networks, displays, branded content, clipping, etc.
Cross Selling: Aimed at the installed base, which we can reach through newsletters, webinars, etc.
B2B Telemarketing : To prospect and qualify MQL leads through direct contact.
Any type of strategy must have a CTA, Call To Action or “Call to Action” through which the MQL lead is generated .
Regardless of the strategy we carry out, lead scoring will make things much easier for us when it comes to starting a segmentation or categorization of the MQLs , and which of them are more likely to become a qualified SQL lead , which must be managed by the sales team.
Advantages of MQLs
We find different benefits that MQL lead generation strategies and campaigns provide , among which are:
Lead scoring : The marketing team will be able to categorize each MQL according to its scoring and prioritize those that are most likely to become an SQL lead for sales.
CRM Enrichment : It goes without saying that our database of customers and potential customers or contacts will increase significantly throughout the campaign.
Market segmentation : Not only with scoring, but with the qualification and categorization of MQL leads, we will be able to know what type of service works best where, when, and towards which C-Level or senior management we should target based on this categorization.
Generating qualified traffic : B2B companies do not have digital newspapers or magazines that need to generate large amounts of web traffic, but they do need the traffic to be as qualified as possible, based on geographic and demographic data of the visitors.
Branding : Greater visibility and better brand positioning as a direct effect of MQL lead generation strategies .
Ultimately, MQL leads become the average lead that allows companies to take advantage of those with the greatest potential.
MQL Lead Generation Company
After more than 10 years working to generate B2B leads , managing and categorizing them into MQL , SQL or SAL, generating trust with contacts and prospects, detecting business opportunities, etc.
Our objectives are based on increasing the conversion rate of our clients' sales and commercial teams, through strategies and resources with a high level of specialization by sector.