Marketing Qualified Leads: Characteristics & How to Get Them

For business practitioners, pursuing leads who are not yet ready to buy often feels like a waste of time and energy. In fact, leads can be categorized based on their readiness to buy, one of which is Marketing Qualified Lead (MQL).

Understanding the concept of MQL can be a great turning point in developing a marketing strategy. If you want to know what MQL is, its characteristics, and how to obtain it, this article is here to provide the solution. Let's take a look!

What Are Marketing Qualified Leads (MQL)?

Marketing Qualified Leads (MQL) is a lead that show initial interest in the brand and have the potential to become customers. This interest can be filling out a form on the website, actively interacting on the brand's social media, or subscribing to a newsletter.

Referring to the marketing funnel stages, MQLs are in the Middle of the Funnel Marketing (MoFu) section. This is because they are no longer cold leads who are new to the brand, but they are also not yet hot leads who are ready to be offered products directly. Therefore, MQLs still need additional education and information before they are convinced to buy.

Types of Leads

In essence, MQL is just one type of lead in digital marketing. There are several other types, as follows:

• Cold lead: Someone who is a target customer of a brand, but has never interacted with or shown interest in purchasing the brand's products. Usually, this person has only glanced at an advertisement but has not clicked on it or visited the website even once.
• Warm lead: Someone who is familiar with the brand and its products, but has not shown a clear interest in purchasing. Their interest can be demonstrated by submitting an information request form or downloading gated content such as e-books and brochures. 
• Hot lead: Someone who has shown genuine interest in the product through actions such as clicking on the “See Price” CTA, sending a DM to ask about specifications, and so on.
• Information Qualified Leads (IQLs): Someone who is actively seeking information or education to understand a problem and its solution.
• Marketing Qualified Leads (MQL): Prospective customers who have shown interest through more intense interactions, but are not yet ready to buy. 
• Sales Qualified Leads (SQL): Individuals who have actively shown interest and are ready to purchase the product. 

 

Read also: Top-of-Funnel Marketing: Functions, Types, & Examples

The Difference Between MQL and SQL

Of the six types of leads in digital marketing, MQL and SQL may seem similar because the prospects are already familiar with the brand and have shown interest. However, several aspects make them very different, including:

1. Purpose

In terms of purpose, MQLs generally focus on gathering information and searching for solutions. This means that they are already aware of a specific problem or need and are comparing several solutions, but are not yet focused on the transaction.

On the other hand, SQLs have usually passed the research stage and are starting to think about budgets, features, and compatibility between the two. In essence, SQLs are ready for commercial discussions and are open to receiving offers or engaging in negotiations.

2. Actions

Because they focus on gathering information, MQLs typically start subscribing to newsletters, filling out lead magnet forms, downloading product e-books, and frequently visiting the social media or blogs of related brands. Therefore, when viewed from the marketing funnel stage, MQLs fall into the Middle of the Funnel (MoFu).

Meanwhile, SQLs have already taken high-intent actions such as contacting sales, adding products to their cart, or even requesting a consultation or demo. This places them in the Bottom of the Funnel (BoFu) stage and requires further action to move them toward a purchase.

3. Demographics

Demographics or basic characteristics that can distinguish MQLs and SQLs include job type, industry, and company size. In fact, active leads are not necessarily ready to proceed to purchase. Conversely, leads with matching profiles may be more valuable even if their interactions are not yet intense.

For example, leads with decision-making positions can become SQLs more quickly, but leads with junior positions may remain MQLs even if they interact actively. However, these conditions may change according to the company's business objectives.

4. Responsible Party

From the name of each lead, you can probably guess who is responsible for them. Yes, the marketing team is responsible for MQLs, while the sales team is responsible for SQLs. 

The marketing team's activities usually include email nurturing, webinars, or content remarketing. Meanwhile, the sales team's activities focus on encouraging purchasing decisions, rather than education.

The Importance of MQL in Marketing Strategy

Although MQLs may not necessarily make a purchase, their role in marketing strategy is essential, at least for these three reasons:

• Ensuring that leads obtain accurate and adequate information about the product and its benefits.
• Making the sales team's time more efficient since they do not need to pursue leads who are not yet ready to buy.
• Increasing conversion opportunities because leads already have a more concrete understanding of the product and trust the brand.

 

Read also: Conversion Rate Optimization: Its Benefits and Strategies

Characteristics of Marketing Qualified Leads

To avoid misidentifying business leads, let's recognize the following characteristics of MQLs:

1. Showing Interest and Real Action

MQLs have started noticing the product by looking for more information. They can search for information on the product page on the website, read reviews on Google, or view the catalog on Instagram.

After finding out more, MQLs are typically willing to provide contact details by filling out a form, subscribing to a newsletter, or downloading an e-book. Since contact details are private information, providing them to a brand indicates that they are serious about communicating further with the brand.

2. Target Profile and Its Needs Align with the Brand

A prospect is classified as an MQL if their profile aligns with the brand's target market, for example, in terms of age, location, occupation, or industry. 

Additionally, their needs also align with the solutions offered by the brand. This means that they are not only generally interested but are actually seeking a suitable solution.

For example, an MQL is looking for skin care products for sensitive skin, and the brand provides products with a gentle formula, free of irritants, and hypoallergenic claims. With this alignment, the conversion opportunity is higher.

3. Actively Engaged in Marketing Content

MQLs not only view the brand's marketing content, but also actively interact with it. This interaction improves their understanding of the product and the possibility of purchasing it.

4. Still in the Consideration Stage

Remember, MQLs are not yet ready to purchase a product because they are still in the consideration or comparison stage. So, it is no surprise that they are still open to further information. With the right treatment, their trust in the brand can increase, and their interest in purchasing can grow.

How to Get Marketing Qualified Leads

To make the workflow more efficient and on target, the marketing team can take the following steps to get MQLs:

1. Create a Form on the Website

A form on the website is an ideal medium to collect potential customer data, such as name, email, phone number, or other relevant data. Later, this data can help categorize leads, whether they fall into the MQL category or not.

Additionally, forms can help the marketing team contact prospects in the right way, tailored to their profiles and needs.

2. Use a Lead Magnet Strategy

A lead magnet serves as an exchange between the business and potential customers, where the business provides some value, and the potential customer provides their contact information in return. 

The valuable item can be an exclusive e-book, free trial, product demo, webinar, email newsletter, white paper, or similar media. Contact details can include email, industry, occupation, or relevant needs.

Read also: 6 Strategies to Maximize Lead Generation with SEO

3. Sending Lead Nurturing Emails and Follow-Up Emails

Lead nurturing emails are a series of marketing emails sent periodically to leads. The purpose is to provide additional information relevant to their needs, strengthen relationships, and encourage purchases.

Lead nurturing emails can contain product usage tips, case studies, or more detailed explanations of benefits. 

Follow-up emails are emails sent as a follow-up after a specific interaction, such as after leads filled out a form, downloaded materials, or attended a webinar. 

Follow-up emails aim to remind leads about the products they are interested in, offer further assistance, or encourage specific actions such as purchasing or requesting a product demo.

For example, leads have filled out a form to download the ebook “Learning to Become an Educational Content Creator.” Next, you can send emails with the following pattern:

• First email: Gratitude message and link to download the ebook.
• Second email (3 days later): Additional tips on implementing one of the steps described in the ebook.
• Third email (5 days later): Offer to attend a webinar discussing relevant topics.
• Fourth email (8 days later): Testimonials from previous customers who have successfully implemented the strategies in the ebook.

4. Collaborate with the Right Digital Marketing Partner

In addition to the three methods above, you can collaborate with an experienced digital marketing partner that specializes in supporting your business goals. Well, cmlabs is a digital marketing partner you can rely on.

cmlabs offers all-in-one digital marketing services to help your business get qualified leads from various platforms, both social media and search engines such as Google. All-in-one digital marketing services by cmlabs include:

• Search Engine Optimization (SEO): Technical website audit services, website projection development, and increasing its authority on search engines.
• Search Engine Marketing (SEM): Services to help increase brand visibility on search engines with paid advertising strategies.
• Creative Services: Services to provide creative assets to support various visual ad and social media needs for brands.
• Website Development & Management: Services to help you develop a professional-looking website across various digital platforms.
• Media Placement: Services to help your brand expand its positive exposure through well-known media outlets.

 

Now that you understand what MQL is and know the right partner, why wait any longer? Contact the cmlabs team now to consult and get the best offer tailored to your business goals!

Read also: Data-Driven Marketing: Definition, Benefits, & Methods