The stages of the marketing funnel - Step 3: Qualify leads

During this step, the Internet user goes from lead to MQL. When it is mature enough in its thinking and is ready to begin a buying process with you, it becomes SQL. This is referred to as lead qualification.

There are therefore two levels of lead qualification:

1. The Marketing Qualified Lead: You must observe if your lead is really interested in your offer. You can use marketing automation and scoring to analyze your lead's actions and award them points. For example, check how often he visits your blog. After reaching a certain number of points, it is a Marketing Qualified Lead. This means that he has demonstrated a certain level of engagement with your content.

2. The Sales Qualified Lead : When a prospect switches from MQL to SQL, the sales team will be able to get in touch with him. An SQL must be an MQL that corresponds to the core target of your product or service and which has a very high level of engagement with your service. We will therefore analyze and observe whether it meets certain criteria other than commitment (size of the company, function, etc.).

To switch from one to the other you can help yourself with lead nurturing. This method will make it possible to offer leads who have already expressed an interest in your products or services, content related to their issues.

This process will make them more “ mature ”, that is to say, to move them forward on the journey to lead them to sales.