Marketing qualified lead criteria for Procurement

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hi it's Richard from ignite growth again uh I just want to discuss the importance of having marketing qualified leads so a marketing qualified lead really is saying that not All Leads are equal there's a certain criteria of lead that's generated that we will class as a marketing lead okay so because a marketing qualified lead an mql will then be handed over to sales and then it will become a sales qualified lead so once sales have spoken to them their job then is to turn them into an opportunity to a sales opportunity and then into Revenue so really marketing's job is to make sure that the quality of the lead that goes through to the sales team meets a certain criteria so we've talked about having a good fit Matrix that's a great way running through leads through a good fit Matrix to make sure they're engaged with us they're a good fit as by their from the right industry they're the right size things like that so these are the criteria that you need to really say yes that is a good lead or that is a bad lead all right so a marketing qualified lead is really what we're working on in this video and some of the criteria that I would do and the way I do it with clients is we sit down with the sales team and we say what does a good lead look like to you or I'll sit down with a business owner and say what does a good lead look like for you and then we will dig deeply into that because there's certain things as a marketer as a marketing team you can do to make sure that those leads are good quality that are being passed across to the sales team who are then going to have the best chance to pursue them and to turn them into customers Okay so the criteria I would focus on is are they from the right industry you know we've talked about this in the good fit Matrix we've talked about the importance of having highly targeted leads from the right industries that we know we have a lot of success with uh with our product our solution or our service we know yes they're from the right industry are they the right Persona do they fit some of our buyer personas we've identified them with that we've actually built out as a company that we know these are the key people that we need to be in front of so right industry right Persona then how engaged are they now if you use a modern CRM something like HubSpot you should be able to see how engaged they are with your social media with the website what pages they've looked at what blog posts have engaged with any of your guides or reports or checklists that they've downloaded you should be able to see what emails they've opened what phone calls have happened what you know what conversations have gone on have they used your chat bot things like this there's multiple points here that you can get a really good idea of how engaged that lead is with your business now what we would do is we would tend up to set up what's called lead scoring so people get points for engaging with us and the higher obviously their points tally the warmer the lead they are so again this can all be part of your marketing qualification marketing lead qualification and if you're using an external agency to generate leads for you then this is a great way of making sure that they're not just saying giving you a volume of leads at a really low quality it's saying you know when we're having a relationship with you we need you to generate 20 marketing qualified leads per month for us okay so you can set that out you can have um a service level agreement that sets that out or you could have a service level agreement internally if you're adopting a sales enablement approach then marketing and sales should be really working very very closely together so marketing are constantly talking to sales once a month we call thems marketing meetings and then there's a real combined effort from sales saying this is what we need from marketing marketing saying right well we've given you that and these are the quality of leads that will be generated then sales in as part of the service level agreement have to engage with those leads within a set time within a set way so again having a marketing qualified lead criteria in place can be really key for your business either working internally with your own internal team or working externally with external agencies but again after watching this video sit down and think about four or five of the main criteria that you'd want the boxes ticking on to say yes that's a good quality lead that's what a good lead looks like to us because that's really what a marketing qualified lead is it's a good lead to you and you know it's not going to be pre-sold we're not really qualifying them to death here because a lot of the sales teams conversations are going to start once they've got hold of the lead but again I'll talk about sqls in the next one and how we turn sqls into sales opportunities but effectively that's what an mql is and that's what you need to do is just sit down identify I'd say five to six criteria and say you know when those boxes are ticked that is a good mql for us all right hopefully that was useful if you like the videos don't forget to subscribe to the channel and also tap on that Bell icon so you get notified whenever I upload any new videos all right take care and I'll talk to you soon bye now