✅ 4 Essentials to Fix a Leaky MQL System

Those of us who are in demand generation and/or digital marketing have heard the dreaded sentence, 

“Our leads are not progressing...........”. 

After experiencing this first hand, here are the 4 essentials on how to both resolve and avoid this common situation in the world of B2B and MQLs:

1️⃣ Consensus before feeding the top of funnel

As a digital marketer or demand generation leader, make sure to have tight alignment within your team with who you are actually targeting. 

Work with product marketing to see which keywords you persona is most likely to search, check in with your SDR team to review which titles they see are most responsive, and make sure there is an overall consensus around accounts targeted. 

The last thing you want is a lead to get to the bottom of funnel that is not a desirable title that is not from an ideal account. 

🛑 As a demand generation/digital marketing expert, don’t just hand off leads. Drive close alignment with your nurture and display teams to better understand how leads are progressing. 

Do not rely on display and nurture, break free and create your own funnel within your advertising platforms. 

Constantly figure out ways to generate your own MQLs through audience retargeting. 

2️⃣ Optimize your nurture

Try not to over complicate things. Make sure to create a nurture that is easily optimized. The last thing you want is to build out a massive nurture and not know where to start tweaking because you have never A/B tested. 

Make A/B testing a key component to increase your MQL production. If your nurture is huge, don’t be afraid to cut the fat. 

3️⃣ Provide Correct reporting

Now that you have your MQLs in hand, make sure your SDR leadership is aware of them. Meet consistently with this team to better understand their approach and offer help. Feedback here is vital.

4️⃣ Tighten Your Sales Alignment

Marketing MQLs from digital and demand generation can often fall by the wayside within any SDR team. Remember, your SDR team can be getting pulled in multiple directions and it can be increasingly more difficult to sift through the plethora of MQLs your team is sending over. 

Hence the importance of correct targeting at the top of funnel. 

As a demand generation team, focusing on making sure those MQLs are not just MQLs but highly engaged MQLs (multiple asset downloads, demo conversions) will help reduce the MQL fatigue of your SDR team. 

If a team can focus on refining the 4 areas above, they will be able to easily identify and tweak where their MQL system is leaking leads. 

Feel free to like and share the LinkedIn post where this blog originated from.