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The Importance of MQL and SQL in Marketing
Next, we will explain the difference in importance between MQL and SQL when it comes to marketing.
The Importance of MQLs
The importance of generating MQLs when conducting marketing is as follows:
The time it takes to reach a deal is short
- Smooth sales activities
MQLs are leads who are highly interested in your company. Since they are already interested, the time it takes to connect with a sales negotiation is short. They are less likely to be ignored or dealt with carelessly, allowing you to conduct sales activities efficiently.
The Importance of SQL
The importance of generating SQL when conducting marketing is as follows:
- The time it takes to receive an order is short
・Implementation plans and requests have been decided
Unlike MQLs, SQLs are more important because they often have already decided which products they want to purchase and their implementation plans, and they have a strong desire to buy. If you cannot meet their implementation plans, such as the desired delivery date, you may lose their trust and lose the order. By treating them as a priority and receiving an order, you can turn them into repeat customers.
How to combine MQL and SQL
We will explain three ways to link MQL and SQL.
・Define MQL criteria
・Analyze and share MQL users
・Run the PDCA cycle
Setting MQL criteria
Scoring is a method for determining the standards for MQLs. Scoring involves looking at a lead's actions and concretely quantifying their level of interest and willingness to buy. Different scoring points are set depending on the action, such as "a lead who signs up for email newsletter distribution gets 1 point," "a lead who requests information gets 2 points," and "a lead who requests a quote gets 3 points." Then, the standards for MQLs are set, such as "a lead who gets a total of 10 points is promoted to MQL."
By scoring, the sales department can decide the priority of approaching leads received from the marketing department.
Analysis and sharing for MQL users
Keep a record of what actions the leads who were promoted to MQL took to earn their score. Analyzing the actions of leads will clarify their issues and needs. For example, if they were promoted to MQL after making multiple quote requests, they may be conscious of the price range. In addition, if they viewed the same product page multiple times and earned a score, they may want to know more about the product.
By utilizing customer management systems and MA tools, information can be shared efficiently between departments.
Implementing the PDCA cycle
The outline of the PDCA cycle is as follows:
Plan
Determine the purpose of your business and make a plan to accomplish it
Do
Implementing the plans you have made
Check
Reflect on what you have done. If you have not been able to execute as planned, analyze the reasons why.
Action (Improvement)
Based on the analysis results, we infer points for improving the issues that have emerged.
To acquire MQLs, it is important to go through the PDCA cycle. If the sales department is not able to secure an order even after approaching multiple MQLs with high scores, it is necessary to review the scoring criteria in the first place. In order to acquire MQLs, the marketing and sales departments should work together to carry out the PDCA cycle.