Have you ever wondered how you can create more deals with Customer Success and marketing? Let me give you an example of how you can optimize your sales funnel with MQL and SQL.
MQL – Marketing Qualified Leads
If you are working with digital marketing today, MQL is a really good measurement of your success for creating business opportunities for your sales managers. Let me give you a good example of a marketing qualified lead:
You are working with your company website and one of your objectives is to drive traffic through different channels (e.g social media and SEM). The goal for this is to get the visitor to signup for a free trial of your product. In order to get an account they need to fill in a form with contact information such as e-mail, name, company and other. When you have all the information you need the visitor becomes a trial user and the information they gave to you is sent to a sales manager. The user is now a Sales Qualified Lead.
If the requirements for a SQL is not fulfilled the lead is still classified as a MQL and continues the loop (e.g re-marketing, send-outs).
SQL – Sales Qualified Leads
This is a wet dream of a sales manager. They got hot leads from the marketing department with all information they need in order to start selling. In this stage of the sales process the sales manager knows that the marketing qualified lead which recently became a sales qualified lead is a SUPER HOT lead and should contact the user straight away.
Working with MQL and SQL can be hard. It all depends on what you are selling, how much time you got within your sales process, what information you need from the users and others. In some businesses a MQL can go on for months in order to gather all information from the user and in other cases it takes a couple of hours. It also depends if you are working B2B or B2C.
Working with MQL and SQL in Customer Success
Within Customer Success you can easily work with SQL and MQL. If you have a Customer Success Marketer (?) it is a good measurement of how well you are performing of up selling to the customers. In my Customer Success department we are working with campaigns. Every campaign runs for a couple of weeks, sometimes a month.
During this period of time we are focusing on different modules, add-on’s and others that is creating more value to the customers, increases the user activity and make them a long term happy customer. In the end of every campaign we are broadcasting a webinar (web cast) and with every customer who attends these webinar I am creating a new business opportunity in Lime CRM and send a link to the responsible sales manager.
We know for sure that every customer who attends our up selling webinars is eager to know more about the topic. If the customer is not interested in new offers I just let them back on track to the MQL funnel when they are added into re-marketing campaigns such as in-app messages or e-mails.
In this way I can follow every business opportunity through the funnel and until the deal is closed – in the end I can measure my own performance of how much I contributed as a Customer Success Marketer and to the team as a whole. Super fantastic! ?