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The new types of leads, real bargains for your marketing and sales teams
For a sales team, growing your business means finding new prospects. These leads can then be transformed into customers and ambassadors. The advent of Big Data, new mobile uses and webmarketing approaches have created new conversion opportunities by segmenting and prioritizing leads. This is an opportunity to structure processes sales reps, gain a better understanding of the market and adopt an agile, more responsive approach that creates value. Working well with MQL, SQL, PQL and CQL means adapting the sales approach to take advantage of the specificities of each of these leads. Digitizing sales teams using a Mobile Sales Enablement tool provides sales reps with all the material they need to effectively deal with different situations. A tool, a philosophy, a state of mind and reflexes that will enable you to identify your leads more accurately and optimize your conversions.
MQL: Marketing-Qualified Leads
Thanks to the development of inbound marketing, more and more prospects initiate the first contact with a brand themselves. They are then identifiable after having left their contact information following the download of a white paper or the registration to an event. The MQL is the first lead level in the conversion funnel. A contact to be treated with care, because they are often still fragile and not ready to make a purchase decision. They are looking for information or education.
Mobile Sales Enablement enables MQLs to be handled efficiently by centralizing all data in the cloud and sharing the knowledge base to contacts who may come into contact with that lead.
Connected to a CRM and with precise scoring scenarios, a Mobile Sales Enablement application allows to work on the MQL with editorial scenarios coupled with marketing automation. This is a way to move the lead through the conversion tunnel, at the confluence of marketing and sales.
SQL: Sales-Qualified Leads
The SQL is an MQL that has been qualified by a salesperson. Phone call, e-mail exchange, personal meeting... this approach allows to deepen the relationship and to know more about the motivations, the needs and the research of the prospect in order to offer him the most adapted service or product.
With all the information built into a Mobile Sales Enablement app, the salesperson can easily turn an MQL into SQL. Essential for preparing for an appointment - whether online, on the phone or in person - the mobile app personalizes presentations to precisely meet the needs of the prospect. Contacts are archived and documented, emails include read notifications and logical links in the interface incorporate an effective cross-selling approach. A winning approach that also illustrates the complementarity and teamwork between sales and marketing, the result of a transversal and agile organization specific to Mobile Sales Enablement.
PQL: Product-Qualified Leads
Specific to the services industry and SaaS companies, the PQL is a prospect who has downloaded or tried a product, without actually buying it. It can be a demo product or a freemium solution for which the basic version is used. The company can also qualify its PQLs according to their actions and behaviors adopted on the software in question.
Mobile Sales Enablement enables better user tracking by compiling actionable information about software usage patterns. Whether the prospect is a free or first-time user, it's easy to drive cross-selling by offering free discovery options, complementary solutions or products that fit into the prospect's digital ecosystem.
On the other hand, the integration of social networks within a Mobile Sales Enablement application also allows to promote social sharing and to use the power of communities or private groups to share experiences.
CQL: conversation-qualified leads
The growth of online conversational tools allows customers to communicate directly with a brand via Facebook, WhatsApp, Twitter, Instagram or Snapchat. CQLs are therefore prospects who have engaged in an in-person conversation on these networks, through a native chat platform or who have used a conversational bot on messaging apps. This is still a very new trend, but with advances in virtual assistants and artificial intelligence, there is no doubt that CQLs will become an increasingly important part of organizations.
Mobile Sales Enablement is fully integrated in this logic of customer engagement driven by a lead generation strategy. Every data, every question and every interaction can be compiled, measured and archived to have a detailed knowledge of the prospect's decisional levers. A good way to start a conversation and conclude with a demonstration or an appointment that will consolidate the CQL user experience.
Lead diversification offers new approaches for marketing and sales teams. It is a way to segment prospects more finely and to intervene at the right time, with the right speech and the right tool. Above all, it is the best way to adapt the transmission and handling of a lead, regardless of its origin and degree of maturity, in order to converge and transform it. Personalizing the sales journey of prospects requires personalizing the sales strategy of sales teams. This is a best practice that is at the heart of Mobile Sales Enablement.
If you liked this article, I invite you to download our white paper: "All about Mobile Sales Enablement" and to contact us.
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