MARKETING QUALIFIED LEADS (MQL)
Global B2B/B2G Pipeline Generation
What Is A Marketing Qualified Lead?
A Marketing Qualified Lead is a lead that marekting has accepted as engaging in conversion behavior during the buyer's journey. It meets the service level agreement (SLA) between marketing and sales – a lead that meets:
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The ICP Persona requirements, and
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Has shown some level of interest in learning more about your company and offerings, and
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Has answered some basic qualifying questions, and
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Scheduled an appointment with one of your sales executives
SQLs are ideal for augmenting your sales executive's activity, scaling new sales executives or initiatives, and maintaining sales activity at a level necessary to maintain and grow pipeline.
Marketing Qualified Lead Conversion Rates
After more than a decade of providing SQLs to clients, Green Leads has studied tens of thousands of SQLs and discovered that the conversion rate from appointments to be the following:
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37% convert to an Active status - they are the right fit, show a propensity to purchase, and have immediate ongoing sales activity (second meeting, quote, introduction to wider team, etc.)
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34% convert to Nurturing status - they are the right fit, show a long term/possible propensity to purchase, but have no immediate sales activity.
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29% convert to Closed status - although they were the right fit, they or the sales executive determined there is no opportunity to pursue.
