What is a lead in marketing and how does it become a sale?
Posted: Tue Dec 03, 2024 8:06 am
A marketing lead is a person or institution with an interest in what you sell. Lead generation is an important strategy for the marketing team, as it is through this stage that the interest of a person or lead is captured in a specific product or service to later convert them into a contact and lead to a purchase.
This process is essential because the quality of the leads that are directed to the sales team depends on it; that is, the more interested a prospect is, the greater the chances of increasing sales.
What is MQL and SLQ?
Let's start by parts, in marketing, while a lead is a person or institution with interest in what you sell, a lead in sales is the customer who is considering making a purchase.
It is important to clarify this point since digital marketing specialists communication email list use the following nomenclatures in their strategy according to the type of lead: MQL and SQL , which are nothing other than Marketing Qualified Lead (marketing qualified lead) and Sales Qualified Lead (sales qualified lead) respectively. MQL and SQL belong to the stages of a conversion funnel, that is, the process of capturing a user's interest until they become leads, and later, customers.
The prospect goes through the following stages: Prospect or visitor, Lead, MQL, SQL, Opportunity and Client.
Marketing specialist contacting qualified leads
A marketing lead becomes a sale when…
An MQL is not necessarily ready to buy, the Marketing Research Institute, Marketing Sherpa, states that 79% of marketing leads never convert into sales.
For a marketing lead to become a sale, the strategies of both the marketing and sales teams must be aligned. If these two teams are not aligned, the company wastes budget and resources.
If the opposite is the case, that is, if this alignment exists, Grupo Aberdeen , specialists in marketing strategy and research, assures that:
32% more income is generated.
36% more customers are retained.
38% higher success rates are achieved.
So how do you convert a lead into a sale? There are a few steps to get there:
The marketing team, through data and information collection, must have a perfect understanding of the motivations of their ideal client, the problem they face, and the best way to communicate with them. In this way, marketing and sales have the tools to communicate appropriately with leads.
Aligning marketing and sales to bring the lead into the same experience.
Make the necessary contact points with the lead and keep track. According to Hubspot, it takes between 6 and 7 interactions to generate a sales-qualified lead.
Use the available channels to communicate with the lead. The lead has the communication message within reach. The team must have all the information that allows them to know which communication channels the leads use the most.
Take advantage of content marketing. This is a tool that helps attract potential leads to the website so they recognize the brand.
Marketing team with good results in obtaining leads
For an Inbound Marketing agency, the Inbound strategy is a fascinating world full of possibilities to create an effective strategy for lead generation. Although it is not an easy task, the journey of a potential client or lead towards the completion of a sale is a challenge that many marketing specialists face, but when the goal is achieved it is a satisfying and at the same time motivating event.
This process is essential because the quality of the leads that are directed to the sales team depends on it; that is, the more interested a prospect is, the greater the chances of increasing sales.
What is MQL and SLQ?
Let's start by parts, in marketing, while a lead is a person or institution with interest in what you sell, a lead in sales is the customer who is considering making a purchase.
It is important to clarify this point since digital marketing specialists communication email list use the following nomenclatures in their strategy according to the type of lead: MQL and SQL , which are nothing other than Marketing Qualified Lead (marketing qualified lead) and Sales Qualified Lead (sales qualified lead) respectively. MQL and SQL belong to the stages of a conversion funnel, that is, the process of capturing a user's interest until they become leads, and later, customers.
The prospect goes through the following stages: Prospect or visitor, Lead, MQL, SQL, Opportunity and Client.
Marketing specialist contacting qualified leads
A marketing lead becomes a sale when…
An MQL is not necessarily ready to buy, the Marketing Research Institute, Marketing Sherpa, states that 79% of marketing leads never convert into sales.
For a marketing lead to become a sale, the strategies of both the marketing and sales teams must be aligned. If these two teams are not aligned, the company wastes budget and resources.
If the opposite is the case, that is, if this alignment exists, Grupo Aberdeen , specialists in marketing strategy and research, assures that:
32% more income is generated.
36% more customers are retained.
38% higher success rates are achieved.
So how do you convert a lead into a sale? There are a few steps to get there:
The marketing team, through data and information collection, must have a perfect understanding of the motivations of their ideal client, the problem they face, and the best way to communicate with them. In this way, marketing and sales have the tools to communicate appropriately with leads.
Aligning marketing and sales to bring the lead into the same experience.
Make the necessary contact points with the lead and keep track. According to Hubspot, it takes between 6 and 7 interactions to generate a sales-qualified lead.
Use the available channels to communicate with the lead. The lead has the communication message within reach. The team must have all the information that allows them to know which communication channels the leads use the most.
Take advantage of content marketing. This is a tool that helps attract potential leads to the website so they recognize the brand.
Marketing team with good results in obtaining leads
For an Inbound Marketing agency, the Inbound strategy is a fascinating world full of possibilities to create an effective strategy for lead generation. Although it is not an easy task, the journey of a potential client or lead towards the completion of a sale is a challenge that many marketing specialists face, but when the goal is achieved it is a satisfying and at the same time motivating event.