![MQL to SQL: The Qualification Process [Infographic] - Marketing Insider Group | The MarTech Digest | Scoop.it](https://img.scoop.it/4ig7pPasDtpP-CkapgXX0fL6dadsvGA8m9WNoVsbzkY=)
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The MarTech Digest
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![How to Define the Lead of Your Company’s Dreams [Infographic] | #TheMarketingTechAlert | The MarTech Digest | Scoop.it](https://img.scoop.it/RUuXVsbLQLbskeHUs4TMEPL6dadsvGA8m9WNoVsbzkY=)
Finding a perfect lead for your company is like setting up a blind date. Our new infographic explains how.
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Last year, a study from Leads360 (now Velocify) found that speed-to-call is the single largest driver of lead conversion, with the headline result being that a phone call to a new prospect within a minute of lead generation improves conversion rates by 391% compared to later times making the first call. Now new data from Software Advice supports the importance of calling leads quickly, finding that qualification rates fall with each passing second.
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Marteq's insight:
My gosh, are you kidding? It falls off that quickly? Unbelievable! Does this data impact your thinking at all?
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Advanced/ Digest... A common scenario most marketers find themselves in is how to be relevant to a buyer's stage when you don't know their stage. This is the case when a marketer comes back from a trade show with a .csv list, for example, or is given a cold database without any behavioral information. The 3-2-1 theory is a technique used to solve this issue by helping us to quickly and easily identify a buyer's stage.
The 3-2-1 technique is based on the idea of limited engagement time. If we understand the closer a lead is to sales-ready, the less time we will have to engage with them, then we should look to approach these leads first. Failure to do so will result in us waiting a period of time, in which those leads will already have passed us by. This is why the technique is called "3-2-1," because our first engagement is going to be directed to the stage with the highest value, and the least amount of time to derive that value.
To begin, you will be marketing to the entire database, with a hyper-targeted email to stage three prospects. It will have a subject line tailored to stage three prospects, and content for stage three as well. It will not have any other content for any other stage. We will then wait a period of time before sending a second email targeted to stage 2 prospects, following the same guidelines, and finally a third email to stage 1.
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Marteq's insight:
The technique is based on game theory, and it makes sense. My hope is that you have a complete database of your industry so that you can append that .csv with your DB so that you don't have to go through this process.
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Cherrypicked tips... 3. Be lenient on BANT. BANT may have once been the holy grail of lead qualification but times have changed. While every rep would be well advised to check on BANT, don’t chuck the leads that are not fully BANT qualified. As Dan McDade of prospect development company PointClear warns an overqualified lead might not be an opportunity at all. In fact, if you find clear cut answers to all four aspects of BANT, you might have just missed the boat. The prospect may very well be in the final stage of buying. Be sure to handover leads even if budget and timing have not been crystalized.
4. Make one call and one call only.
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Marteq's insight:
The old fashioned phone follow-up. It's got to be done, and the aforementioned 2 tips are great guidance.
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