When it comes to lead generation, we understand that both volume and quality are highly important. Volumes help you meet targets while high quality leads, to help maximize ROI for Sales & Marketing activities, reducing the amount of time spent nurturing and following-up on unproductive leads, and by ensuring an overall higher conversion rate.
Marketing qualified leads are typically at the wide end of the sales funnel, and are defined as leads which have a higher conversion potential as per defined marketing parameters. Usually these prospects have the required demographic and behavioral attributes that match defined buyer personas, and have shown interest in the product or service which means they could be genuinely looking to make a purchase down the line.
Depending on the narrowness and the accuracy of the defined marketing parameters, these leads can be high volume and have a fairly high propensity to lead to sales revenue, but perhaps, with a longer lead time to convert. Unbound uses a variety of well-planned and highly targeted marketing activities to generate these leads for businesses which need to populate their pipeline, immediately, with quality leads.
This is when the MQL has been vetted, qualified, and gauged for inside sales readiness. Which means the prospect has shown a clear interest in receiving a call back from an inside sales rep.
This indicates that the lead is ready to be moved into the next stage of the sales process. At this stage, quick response to queries is critical, and a constant dialogue needs to be maintained. The communication between marketing & sales teams is crucial, and it is also important not to share repetitive information treating the lead as if they have no prior knowledge of your products and services, instead the story that has been built so far (via marketing) needs to continue within sales: the ideal approach is that of problem solving. This way the final deal is a natural partnership which seems like the organic outcome of the journey rather than a “sale”.
Unbound can work with your business to define the parameters which would qualify a lead to be moved from MQL to CBL, and then we act as your extended sales team to process your MQLs and convert them to CBL; this ensures that the leads fed into your sales funnel have the highest scores when it comes to potential conversion. These are leads that are ready to be contacted by phone and have demonstrated a clear intent to learn more about your offering. These leads are engaged at least twice with your marketing content and can be further contacted to setup the appointments.