When starting a digital marketing strategy, you see that you have collected many contacts or leads. But, the question arises, how do I know if those contacts are of quality?

In the following article Lahore Smart city will tell you what a lead, an MQL and an SQL are with their differences. As well as the guidelines that you have to follow to be able to locate each type of contact on your website .

1. The key is to know your customer and gather information

Well, the first thing we must understand is the Buyer Journey , which are the stages that the user goes through, from when they do not know our brand and enter the web until they finally become loyal customers. In this process we will obtain a lot of information from the user that will help us determine if it is of quality or not.

The first step to get a lead is to visit us. To do this, we must be visible on the sites where the user is. To attract traffic to our website, we can use techniques such as organic positioning (SEO) or paid positioning (SEM) or both at the same time.

At this point, to convert it into a lead we need you to leave us your data . We will do so through an offer that is of value to the user in exchange for leaving us their data. To do this, we must know our potential client , show authority by defining ourselves as experts in the field and, therefore, generate trust in the user.

Right now you will think, Do not tell me rolls, I want to know how to identify quality contacts! Well, you can't identify a quality lead if you don't have specific information about them. It is not enough to capture them, we must nurture them correctly and guide them through the purchase or hiring process.

2. Lead Scoring: Qualify leads to see if they are of quality

Once the lead acquisition phase is finished, we must evaluate and qualify all those contacts based on their potential to become customers. In the Lead Scoring process, all leads can be classified and specific actions carried out on each of them, classifying them in a matrix that will allow you to identify a series of characteristics for each lead.

In this matrix we can observe the level of affinity between the lead captured and the ideal client or buyer person for the company and the degree of knowledge of the company or level of interaction it has with the brand.

You can see it more clearly in the following scheme:

• Level of proximity with the client or buyer person ideal for the company

The degree of affinity with our ideal buyer persona is the similarity or proximity that the contact has with our ideal buyer persona. Through the lead scoring we will establish a score that will depend on the value you attribute to each characteristic collected from the contact with the similarity with our ideal client (demographic information).

• Knowledge level of the company

The level of knowledge of the company measures the number of times that the contact or lead interacts with the company. Interactions include actions such as visits to the website, clicking on certain links, content downloads, information from forms, interaction on our social networks, among others. Those who make the most interactions with the brand will get more points.

• Phase of the purchase process in which the lead is

The last variable to take into account in the lead identification process is the moment of the Buyer Journey or purchase process that the lead is found: Knowledge, Consideration, Purchase or Loyalty. In this part we will rate the leads that carry out actions close to the purchase with a higher score.

3. And now ... How do I convert those leads?

Once all the information collected from the contacts has been classified and we know in which phase of the purchase process the lead is, we must implement lead nurturing strategies so that the contacts that interact with the brand can guide them little by little to the purchase or contracting of the product or service.

The type of content to be offered will depend on the phase the contact is in: IQL, MQL or SQL.

- Take a look: Lead Maturity Strategies in Industrial Marketing -

• Informational Qualified Lead (IQL)

We will qualify as IQL the potential client who has provided us with contact information in exchange for some type of information of interest. This type of contact is found at the beginning of relationships and generally does not know our company.

These types of leads have a very low score and therefore their priority is quite low to track sales. It will be the responsibility of the marketing team to mature this lead so that they know more about our company.

• Marketing Qualified Lead (MQL)

After the efforts made by the marketing team to solve the problems or doubts of the lead through the content offer, the moment comes when the contact begins to show interest in the company, and is closer to making a buys. That lead becomes qualified by marketing. This type of contact is in the consideration or comparison phase.

• Sales Qualified Lead (SQL)

When the prospect qualified as marketing has been evaluated by said department and is considered ready to move to the sales area, this lead is considered to be qualified as sales.

At this time it is considered that the contact has already been educated and has received all the information they needed about our product or service to acquire it, and in some way or another has shown interest in having a direct conversation with the company.

- I think you may be interested in: Essential training for your sales representatives to increase online sales -

4. Manage MQL AND SQL

To properly manage all qualified sales and marketing leads , you need to align the two departments. Both must know the objectives of the company and must follow the same strategy to successfully mature this contact and convert it into a customer. The transition from MQL to SQL is very important, so proper contact management will be an essential weapon.

There are numerous CRM tools that help you properly manage your contacts and manage where they are in the purchasing process. In case you are interested, we leave you an installation guide for Hubspot's free CRM. We hope this post has been helpful to you, tell us how your process of identifying potential sales leads has gone.

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