7 Keys to Track the ROI
Business-to-business organizations require a thorough method for following up with marketing qualified leads to manage maximum ROI through their marketing endeavors. A specialized B2B marketer along with the follow-up team — with the touch point cadence and equivalent qualification framework, considered as the most effective way to nurture MQLs, even if they came free further down the pipeline. More specifically, all you want is to generate revenue instead of leads, and that triggers many businesses to track revenue only. To achieve the desired set of revenue, you need to take all your leads through a designed method until they are entirely closed- won or lost – considered as a process that has got more ‘costs to factor’ than ‘cost of leads’ investments. If you are inundated with quality leads and hoping to turn them into sales, deep dive into the most remarkable classification of the lead process to follow up with marketing-qualified leads for your business.
What is a Marketing Qualified Lead?
Considered more different than the simple lead or any sales qualified lead, marketing qualified leads (MQLs) are specifically a prospect that has defined some interesting facts, relevant for your company by engaging with its informative content and further delivered identification details to transform into a potential lead. Qualified by the predetermined standards, these leads are a “good fit” to target and analyzed more likely to become a potential customer.
Process to Follow Up with Marketing Qualified Lead (MQLs)
- Enroll a specialized marketing team to engage leads
- Develop a lead qualification process
- Segment your leads
- Develop a series of impactful call scripts and attractive email templates
- Build a follow-up cadence
- Personalize communication
- Build a follow-up with email automation
Enroll a specialized marketing team to engage leads
To get hold of potential leads, a sales development rep, also known as SDR use to follow up with potential marketing leads with the help of phone and other mediums and follow them through impactful meetings for a promising closing rep. To employ SDR team has its own merits to count and they are:
- Endure extensive and hectic cycles of sales
- Consists of high selling price and contract value
- Need a tough group of business decision-makers to close the deal
Develop a lead qualification process
During the process of MQLs follow-ups, the sales development reps require to define a robust lead qualification process to decide qualified sales. Therefore, developing a more promising process help sales, marketing and sales development to integrate well and collaborate for the further prospective journey.
Segment your leads
Each kind of lead will need a unique level of communication or messaging. Of course, depending on how the potential lead emerges or come to you- it may be considered as promisingly hot to close or sometimes may require a little bit of warming. Read the signs and always try to organize the leads into three classifications: Hot, warm, and cold. Try to place leads as per the quality and significance from group to group to know and read them better and transform them to become a potential paying client.
Develop a series of impactful call scripts and attractive email templates
Arrange a firm research, and start by designing an elevator pitch that the reps can practice to represents (introduce) who they are, and what is the purpose of the call. Thus, 5 important elements are shortlisted to design an SDR elevator pitch, they are:
- Introduce a Sales Development Rep and your company
- Confirm the definite contact point
- Provide a definite reason for contacting them
- Elaborate core significance of the product
- Always schedule or ask preferable slot for a sales meeting
Build a follow-up cadence
Respond in a timely fashion is always a smart move for the marketers to show how active and thoughtful you are towards them. Having a cadence strategy is a surely brings a definite reps to follow up through the practice of the appropriate channels. Also, it is imperative to note that as a marketer, you should not indulge them too frequently in a way to receive overwhelming prospects. Developing a thorough follow-up schedule is sufficient and demonstrates that you care and offer adequate attention to each customer, further ensures you to remain consistent. Hence, your communications calendar must focus to keep you with your leads without creating any nuisance moves.
Personalize Your Communication
We all know how to personalize correspondence but to design in a way to seek more responses is indeed tough. Personalize the respective correspondence by putting these attributes and they are placing recipient’s name in emails, sending them relevant information and facts based on the sites visited on your business website, or you can also respond to them personally and answer to their any online inquiry instead of forcing them to respond.
Don’t toss the info of any discovered leads as you may always follow up later and develop an intriguing campaign to target them- even you can also align with the marketing and sales team to manage a worthy pipeline, following up with marketing-qualified leads.
