How To Setup a Strong MQL Follow-Up Strategy and Close More Sales

To get on any lead generation process, MQLs is the first step of the ladder. The only challenges are to get effective follow-up and measure the potential, so you don’t waste time and resources on comparatively low potential prospects. This allows us to say that a strong follow-up strategy is the most effective tool one can have on their side.

Here, further we will discuss the main pillars of it.

MQLs and Their Importance

In order to dive into the follow-up plan, it is necessary that one understands what MQLs are and why they matter. MQLs refer to leads who have shown some level of interest in your product or service by engaging with your marketing. Compared to other types of leads, such leads bear a higher probability of converting because they have already interacted with your brand.

MQLs usually do things like:

Download gated content

Fill out forms on your website

Attend webinars or events

Engage email campaigns

These activities are an indication that the lead wants more information about your products and services and may be willing to take further steps.

Along with it, here’s an insight for you:

Step 1: Lead Scoring and Segmentation

The first step towards creating a strong MQL follow-up strategy is to build a lead scoring system. Through this approach, you can classify prospects according to their chances of conversion for better prioritization.

Different actions as well as features which show how much interested a lead might be and if he will fit into your product/service can be assigned certain scores such as:

E-book download- 10 points

Webinar attendance-20 points

Job title matches target audience-15 points

Company size matches target audience-10 points

One add-on to your note, that Lead scoring increases conversion rates by 77%.

Step 2: Personalized and Timely Communication

For an effective MQL follow-up strategy there must be personalization. Generic messages that try to address everybody do not appeal to leads on the whole. Instead, customize your content to match with the individual interests and activities of each lead. The information you gathered from lead scoring and segmentation can help create personalized messages that resonate with each particular lead.

Also, notice the timing factor too. It is revealed by research that cases of qualifying a lead tend to be higher when the follow up is done within a shorter time frame after his first interaction with it.

Try reaching out to MQLs within 24-48 hours of their engagement period so as not to miss out on any opportunity. This quick response signifies your attentiveness as well as increases the chances of maintaining this prospective customer’s interest in your product/service/offering.

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