Effective Marketing Strategies increase and expedite the conversion of MQLs

Effective Marketing Strategies

Fourquadrant.com/Marketing-Resource-Blog

Effective Marketing Strategies!

Effective Marketing Strategies in demand

management will increase and expedite

the conversion of Marketing Qualified

Leads (MQLs) to Qualified Sales

Opportunities (QSOs).

An organization that enjoys consistent double-digit growth typically has a healthy and sustained marketing and sales pipeline of qualified sales opportunities.  Qualified sales opportunities are those with a high probability of converting to closed won/

deals.  They are not leads.

Best-in-class organizations separate, but integrate, the process of creating MQLs (demand creation) and the conversion of

marketing qualified leads to QSOs (demand management). These functions must not only be aligned and integrated for lead follow-up, but must also be united when building the demand generation plan.

Effective Marketing Strategies Overview

Effective Marketing Strategies Key Benefits

Only opportunities worthy of a sales person’s time are passed to sales people 1

Institute a 10 – 30 touch lead follow-up model which is aligned with the buying process. 2

The ROI of marketing campaigns increases as more leads convert to customers 3

An outcome-based approach to investing in holistic and integrated marketing campaigns is promoted 4

The buying process must be well-understood and documented for sales and marketing processes to be effectively aligned 5

Effective Marketing Strategies Strategies

Develop a qualification matrix of the specific criteria used by the sales team to define a qualified sales opportunity. 1

Institute a 10 – 30 touch lead follow-up model which is aligned with the buying process. 2

Leverage automation to exhaust each opportunity with meaningful, relevant and timely content. 3

Define the actionable metrics and manage the conversion ratios. 4

Effective Marketing Strategies!Tactics!

ü  Assess the demand management function

ü  Standardize the terminology, roles and responsibilities and processes

ü  Create a Target Account Profile

ü  Create the qualification model

ü  Establish a lead scoring model

ü  Establish a lead routing and escalation process

ü  Institute a 10-touch lead follow-up model

ü  Build specific nurture paths

ü  Conform to a demand management timeline

ü  Document the SDR prioritization process

ü  Document meaningful metrics, dashboards and KPIs

Effective Marketing Strategies Questions to Ask

ü  Who owns lead management – sales or marketing?

ü  Have clear goals been set for the lead management function?

ü  Has an assessment of the lead management function been performed?

ü  Is lead management tightly integrated with lead generation?

ü  Are there automated systems in place?

ü  Are there managed, repeatable processes in place?

ü  Have roles and responsibilities been clearly communicated?

ü  Is the data clean?

ü  Are there a set of metrics, dashboards, reports and KPIs in place that are monitored and actively managed?

ü  Is feedback incorporated into the process and if so, how?

Effective Marketing Strategies!

Effective Marketing Strategies increase and expedite the conversion of MQLs

Learn More Effective Marketing Strategies

Fourquadrant.com/Marketing-Resource-Blog