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Sales Qualification Criteria: Turning MQLs into SQLs

Posted by Vendere Team on Tue, Jun 7, 2016 @ 08:06 AM

sales qualification

When it comes to knowing how to correctly score your leads things can sometimes get a little confusing. Making sure that you have a system in place that works and that everyone can understand is important for turning leads into clients. More specifically, being able to turn MQLs (marketing qualified leads) into SQLs (sales qualified leads) boils down to thorough understanding of two things: the buyer persona and the buyer’s journey.

Know Your Buyer Persona

Before you can begin the conversion process, making sure that you know your buyer persona is the first step that you have to take. Your buyer persona should be clear and specific so that you can ensure you’re always pulling in the intended leads from the very beginning.

After you narrow down your buyer persona, it’s important to really get deep into how your buyer persona operates. You can do this by asking and researching the answers to the following questions:

  • What motivates your buyer persona to take action?
  • What is your buyer persona’s biggest pain point?
  • What is the best way to communicate with your buyer persona?

Starting by asking these questions is a great way to begin to really understand what makes your buyer persona make certain decisions throughout the buying process so that you can better tailor your marketing efforts to them.

Understand the Buyer’s Journey

It is also crucial that you have a good grasp on the stages of the buyer’s journey and how your leads move from one step to another within the process. Knowing exactly where your target audience is located within the buyer’s journey allows you to be able to find better ways that will work in pushing them to the next stage.

Normally, MQLs are located within the researching area of the buyer’s journey. They have a problem that needs solving, but they’re not quite ready to commit to buying. By pairing this knowledge with your buyer persona you will be able to better shape your email marketing, content marketing, and retargeting efforts to push those leads to convert.

The sales funnel may seem to be a cut and dry process, however it’s much more than meets the eye. Making sure that your sales qualification process is on point with your buyer persona and their buyer’s journey will ultimately be the difference between having a MQL or a SQL. When it comes to knowing how to correctly score your leads things can sometimes get a little confusing. Making sure that you have a system in place that works and that everyone can understand is important for turning leads into clients. More specifically, being able to turn MQLs (marketing qualified leads) into SQLs (sales qualified leads) boils down to thorough understanding of two things: the buyer persona and the buyer’s journey.

Topics: sales, sales and marketing alignment, sales training

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