|Information Qualified Lead (IQL)||A company that has shown interest in an organization’s content.|
|Marketing Qualified Lead (MQL)||A company that has shown interest in an organization’s products or services by submitting contact details.|
|Sales Qualified Lead (SQL)||A company that has shown interest in an organization’s products or services and is ready to make a purchasing decision.|
|Sales Ready Lead (SRL)||A company that’s ready to buy from the particular business they’ve been researching.|
|Product Qualified Lead (PQL)||A company that has used a business’s products or services|
- Identifying the target audience. Identify the demographics and customer segments the business wants to target, such as age, location, income level, and interests.
- Attracting interested leads. Create content that will capture the attention of the target audience and get them to opt in.
- Capturing leads. Use a strong call-to-action (CTA) on forms, landing pages, and gated content to capture the name, email, and phone number of the interested lead.
- Qualifying leads. Not all leads are created equal. Marketing teams must develop a lead scoring system to determine which leads are most likely to convert into paying customers.
- Nurturing leads. B2B buyers rarely buy during their first interaction with a brand. The sales process is long for businesses. Marketing teams should continue to provide personalized resources to build trust and show how a product or service solves problems.
- Converting leads. The sales team is responsible for closing the deal. But, marketing teams can continue to send resources that encourage upsells and cross-sell opportunities.
- Analyzing the lead generation process. Measure the effectiveness of lead generation campaigns to identify what went well and how to improve.
- Optimizing future campaigns. Make data-driven decisions on how to improve future campaigns and maximize marketing and ad spend
- Blog posts
- Case studies
- Training center
- Knowledge base
- Podcast recordings
- Newsletter subscriptions. B2B websites should include newsletter opt-in forms to capture leads for email marketing.
- Lead magnets. A lead magnet is a piece of valuable long-from content a B2B brand gives for free in exchange for lead information.
- Webinars. Hosting a webinar is a great way for B2B brands to show off industry and product knowledge and build relationships with other business owners.
- Copy. Use crisp and concise copy to explain the offer
- Topic. Provide information around one topic
- Incentive. Offer a free resource in exchange for information
- CTA. Highlight a clear call to action
- Social proof. Add testimonials when appropriate