Channel
- form
- chat
Type
- Marketing-qualified leads (MQLs) - People took some action that shows they might be interested in buying.
- Sales-qualified leads (SQLs) - Sales has confirmed it: They are interested in buying
- Product-qualified leads (PQLs) - They tried our product ? They must be interested in buying
- Conversation-qualified lead (CQL) - CQLs are people who’ve expressed intent to buy during a real-time, one-to-one conversation, either with a human or a chabot.
CQL
CQLs are people who’ve expressed intent to buy during a real-time, one-to-one conversation, either with a human or a chabot. And compared to typical leads, they tend to close much more quickly, bringing sales cycles down from months and weeks, to days and hours.
We talked to them. They told us why they are interested in buying and what they are trying to accomplish with our product
MQL
People took some action (form) that shows they might be interested in buying.
For instance, if your lead generation flow is designed to deliver MQLs, the internet prospect probably browses some free content while you try to guide them to some gated premium content. Once the prospect fills out the form, the MQL process is set in motion.
An Marketing-qualified leads (MQL) is defined as a lead of sufficient quality to warrant sales follow up because it has
- a good firmographic_score: it represents a good fit for the company
- a good behavioral_score (based on prospect behavior exhibited on a website, a 3rd party website, or at an event) that suggests they are interested in your solution.
The Q in MQL – the qualification – is usually performed by the marketing automation platform (MAP) determines a score (based both the firmographic and behavioral scores). The marketer assigns a threshold score value that dictates whether a lead qualifies as an MQL worthy of being routed to a business development representatief (BDR) or sales team. If the lead is routed, the BDR or sales rep typically has 24 hours to accept the MQL, and another 24 hrs to start working it.
MQLs distort lead measurement by focusing Marketing on generating new contact lists instead of delivering value to both buyers and the sales organization. User know that filling out a web form will only get them drowned in marketing emails and annoying follow-up calls from inexperienced SDRs. Not fun, and definitely not worth whatever is behind that form
Firmographic score
The firmographic score is typically based on a combination of the following criteria:
- Number of Employees
- Annual Revenue
- Industry
- Country
Behavioral score
The behavioral score is typically based on whether the prospect:
- Downloaded Content
- Attended an Event
- Registered for a Webinar
- Registered for a Free Trial
- Or engaged with various other marketing touchpoints
Generation
Answer their questions for free, in sales, this is called Lead Generation.