Table of Contents
Marketing leads are in the middle of the sales funnel. They have expressed continuing interest in a company.
Lead marketing is also about accompanying your prospects along their customer journey.
So it is important to develop a relationship with your potential customer before making any kind of sales contact.
Though each customer journey may differ slightly, this pathway can be roughly divided into certain phases.
What Is A Lead?
Someone fills up a form on your website, calls your company landline requesting info, initiates a chat on your website, or interacts with you on social media.
The single biggest debate between marketing and sales arises from the question, “what is a lead.”
In a sales context, a lead refers to contact with a potential customer, also known as a “prospect.” Depending on the organization, the term “lead” may vary.
For some companies, a “lead” is a contact already determined to be a prospective customer, whereas other companies consider a “lead” to be any sales contact.
In simple terms, a lead is an individual or organization with an interest in what you are selling.
The interest is expressed by sharing contact information, like an email ID, a phone number, or a social media handle.
But what remains the same across definitions is that a lead will potentially become a future client.
Therefore, sales teams are responsible for converting a maximum amount of leads to maintain a reasonable conversion rate.
Lead generation is a core task for acquiring new customers.
However, lead marketing is not just about initiating contacts to turn them into sales. But it also concerns building long-term customer relationships.
What Is A Marketing Qualified Lead?
An MQL is judged to be interested in your products and services, and you may offer a solution to whatever they need.
An MQL has taken the first steps to become a customer and is primed to receive additional contact.
From a very general perspective: marketing qualified leads turn into sales qualified leads (SQLs), which then turn into customers.
How To Identify Marketing Qualified Leads
Marketing qualified lead criteria requires looking at your other leads’ and buyers’ habits.
This can include investigating demographic data like business or organization, location, job title, and company size.
Buyer habits are often also helpful indicators, and you may want to investigate how MQLs interact with your marketing assets.
One of the most common ways to identify marketing qualified leads is by examining buyer journeys and existing customer behaviors.
The best way to figure out what is and isn’t a qualified lead for your business depends on information like lead scoring, analytics, product delivery, and demographics.
It’s a start, however, to finding sales-ready leads and weeding out those leads who are simply unlikely to ever commit to a sale.
It’s important to develop a definition for your business needs because not all marketing qualified leads are the same, even within the same industry.
Often an MQL is a lead who has intentionally engaged with your brand by voluntarily submitting contact information, opting into a program, adding e-commerce items to a shopping cart, downloading materials, or repeatedly visiting a website.
These are promising leads who are curious and considering you, but they haven’t quite made the step into a sales conversation yet.
However, they’re more likely to be receptive to a sales pitch than a normal lead.
Defining your specific marketing qualified lead criteria requires looking at your other leads’ and buyers’ habits.
How Is A Lead Scored?
A lead’s score can be based on their actions, the information they’ve provided, their level of engagement with your brand, or other criteria that your sales team determines.
For instance, you may score someone higher if they regularly engage with you on social media or if their demographic information matches your target audience.
Why Is An Ideal Buyer's Persona Important?
Create your ideal consumer’s persona and use it to figure out their likes, wants, and needs.
Feeding the right content to your target audience will help you build awareness of your brand, pique consumers’ interest, and turn them into buyers.
What Are Digital Marketing Leads?
Digital marketing leads are the individuals in charge of all events and contact platforms used to promote a company’s digital brand or merchandise.
They coordinate the different stages of a marketing strategy and design marketing strategies.
They plan digital publicity campaigns and oversee the creation of digital promotional materials.
Here are some examples of duties that reflect everyday activities that digital marketing leads accomplish:
Plan social media launch
Organize posts and monitor the account’s progress
Manage the digital marketing campaign process, from start to campaign execution
Lead the marketing team in developing and expanding the company’s market
Redesign digital publicity materials
With the rise of mobile devices, digital marketing leads are turning to mobile marketing leads more.
Forbes reported that 91% of U.S adults keep their mobile devices nearby all the time.
Undoubtedly, smartphones and mobile devices have changed the way customers consume content.
So, it is a no-brainer why digital marketing focuses on and caters to mobile consumers to generate digital marketing leads for faster expansion and growth.
Create Lead Magnets
Marketers often use lead magnets to motivate their prospects to subscribe.
It is an irresistible offer that gives your prospects access to some exclusive information in a cheat-sheet, toolkit, video guide, etc., in exchange for their contact information.
Generate business leads from your blog. Write interesting articles for beginners, with links to your products.
Optimize and promote them, and add cases about your company helping to solve other’s problems.
What Are Landing Pages?
Channels For Lead Generation
For lead generation, the first requirement is to establish contact with potential customers and encourage them to provide personal data.
Interested parties are encouraged to provide their contact information by downloading an e-book, subscribing to a newsletter, or signing up for a webinar.
Once collected, this customer data can subsequently be used to set up relevant campaigns or passed on to the sales department.
The challenge in lead marketing is to attract the attention of potential customers and obtain their trust.
This is why most the companies use several channels to handle this challenge:
Search Engine Optimization (SEO)
Search Engine Advertising
Social Media Landing Pages
Online Public Relations
Use free platforms such as YouTube, Facebook, Instagram, and other social media channels to promote your content and videos. It is always good to use paid ads.
Google, Facebook, Instagram, and other major social media platforms offer paid ad services to showcase your brand, products, or services as the top priority.
Paid ads will showcase you in top search results and increase the organic outreach of your business.
Once you put all of these elements together, you can use your various promotional channels to drive traffic to your landing page to start generating leads.
So how do you convert a visitor into a marketing lead?
How do you attract your visitors’ attention and keep them hooked when they land on your webpage to click on the desired call-to-action (CTA)?
You offer valuable content revolving around your brand, product, or service.
This can come in many forms, such as the content on your web pages, writing blogs, creative entertaining, informative videos, sending out newsletters, etc.
The quality of content on your website, blogs, newsletter, and social media posts attracts the audience converting them into leads for sales.
However, you must make sure that the content is relevant and not overdoing it.
What Is Lead Marketing?
Lead marketing, or lead generation marketing, is the process of stimulating the interest of potential customers and then converting them into buyers.
This is usually done through different channels in online marketing.
Once you have gained the attention of these prospects, your qualified leads can be passed on to the sales department.
Good cooperation between marketing and sales departments is essential for successful lead marketing.
Many companies rely on lead management software to support their lead marketing.
Email marketing gives you a chance to send valuable information to many people at once.
Provide your prospects with useful and relevant information, display different ways to cope with their needs, and show expertise in your field.
Develop your lead nurturing strategy and send drip campaigns with Automation 360 to educate prospects effectively. Convert leads into customers smoothly.
Give them an offer according to their position in the funnel. Use all the chances you have to close the deal.
For instance, during holidays people are likely to spend more money than usual. It’s high time to develop a special offer to complete their buyer journey.
Marketing Qualified Leads vs. Sales Qualified Leads
Imagine you are shopping in a retail store at your local mall. If you’re a marketing qualified lead, you’re probably browsing or window shopping.
By going into the store, you indicate that the interest is there, but there’s only a chance that you will buy something.
Sometimes the person who’s just browsing is just browsing and will walk out of the store no matter what you do.
Sometimes that person will download your trial software or e-book just to try it out for curiosity or maybe can’t afford a purchase.
There are a lot of factors that lead to someone becoming a generic lead, and there’s not much you can do besides weeding out low-quality leads and focusing on promising, high-quality leads.
Meanwhile, if you’re a sales qualified lead, you’re probably walking straight to the aisle you need or are hunting down a floor associate for help.
SQLs been vetted for intent and are highly interested in making a purchase.
The main difference between a marketing qualified lead and a sales qualified lead is the lead’s perceived willingness to make a purchase.
What Is A Customer Journey Content Map?
The customer journey content map is one approach that explains how to develop relevant content for each stage in the buying process.
Many companies use a customer relationship management (CRM) system such as Salesforce or a marketing automation software package like Marketo to manage leads, and address targeted contacts.
These tools collate records on leads and customers. They can also store information about previous activities and interactions.
Marketing Lead Salaries
Salaries for marketing leads can vary significantly depending on the industry. Marketing leads within technology, finance, or healthcare can make significantly more money.
In addition, marketing leads who work at well-established marketing firms can also make more money than the average marketing lead working at small advertising companies.
Experience influences marketing lead salaries; however, it is less impactful than company and industry.
Marketing Managers vs. Marketing Directors
Marketing managers oversee the marketing team, research trends, identify marketing opportunities and help to develop marketing strategies and campaigns.
Marketing leads work under the marketing manager as part of the marketing team to plan marketing budgets and coordinate the different stages of a marketing strategy.
To excel in this position, a marketing lead needs to know how to develop and maintain marketing schedules to execute marketing campaigns on schedule.
Marketing directors are one step above marketing managers, and their position can vary depending on the size of their employer.
Marketing directors at smaller organizations are generally responsible for creative, promotional, and marketing-related strategies.
In bigger companies, marketing directors oversee staff operations, marketing, advertising budgets, and business planning.
How To Turn A Marketing Qualified Lead Into Sales Qualified Lead
You should not stop leads from entering your sales funnel. Someone interested in a freebie related to what you sell will have a buying intent in the future, if not now.
However, you need proper processes to assign leads to sales only when they are sales-ready.
Be Consistent With Content
You must ensure that your content is consistent, no matter which digital marketing channel you use.
The content on your web pages, blogs, marketing campaigns, social media business pages, and other platforms must match.
Sharing relevant and resonating content with your prospects is the best practice for a business to be noticed and appreciated. Display advertisements will lead people to your website or blog.
Videos on YouTube are another way to generate leads. You can show how to deal with clients’ needs by using your company’s product or service.
Facebook Lead Generation
Facebook Ads was created in 2007, and its algorithm began to favor accounts that used paid advertising. There was a significant shift in how businesses used the platform to capture leads.
Facebook created lead ads for this purpose.
Facebook also has a feature that lets you put a simple call-to-action button at the top of your Facebook Page, helping you send Facebook followers directly to your website.
Use SEO In Content Marketing
You must create optimized content for SEO and local SEO. SEO will improve your overall appearance in the top results for searches on search engines such as Google, Bing, etc.
Local SEO will ensure that your business displays the top results whenever a local consumer searches for a similar product or service.
B2B marketers say that 65% of their leads come from referrals, 38% from email, and 33% from search engine optimization (SEO).
Referral, or word-of-mouth marketing, is useful for lead generation differently.
It gets your brand in front of more people, which, in turn, increases your chances of generating more leads.
If you’re interested in getting in on this trend, it’s worth considering revamping your referral strategy and helping existing customers bring you new leads.
What Are Market Research Analysts?
Market research analysts research and report market conditions to suggest and plan the best strategies for potential sales of a product or service.
They analyze what consumers want and what they are willing to pay. Market research analysts convert complex data and information into understandable reports and presentations.
Marketing research analysts often move into the marketing manager position as they aid in their company’s expansion into new markets to acquire new customers.
Get Customer Feedback?
What feedback do you get from potential leads who back out? Are they put off by anything in particular that you could change?
It’s important to get both empirical data and sentiment analysis.
Add Kennected To Your Business Plan
Lead generation has become more competitive than ever due to technological advances.
Generating leads has become less about the number of leads, but rather the quality.
Providing relevant content and valuable content to customers has made a rapid increase in importance.
But all of these services don’t matter if your target audience doesn’t have a lasting relationship with your company.
With our tools, services like crafting a landing page or providing relevant content become less of a burden and more of an added bonus.
Check out our website and consider adding Kennected to your lead generation schedule today!