Is there an issue with the way we are bringing people in?
Is the content we are producing not attracting the right visitors?
Are we failing to promote the right offers?
Looking down the funnel from the MQL stage can list of bermuda consumer email give you more insights. If you notice contacts who become MQLs aren’t progressing to subsequent lifecycle stages or ultimately closing, you might have a different set of problems. Ask yourself:
Are we marking contacts as MQLs when they don’t fit our ideal personas or profiles?
Are we generating enough trust with our content and marketing outreach?
Are we positioning our company’s product or service as a solution to our contacts’ problems?
Another thing to keep in mind is that the MQL stage is typically the last stage at which marketing is still primarily responsible for moving leads forward. After this stage, when MQLs become SQLs, sales will be involved. Of course, that doesn’t mean marketing’s responsibility is over, but it means that sales help progress leads down the funnel after the MQL stage.
Sometimes, problems with the MQL-to-SQL conversion rate can relate to issues with the marketing-to-sales handoff. If you notice potential issues in this area, you should ask yourself
Are we handing off MQLs to sales appropriately? Are we providing them with enough information and sales enablement materials (like case studies), so they can advance conversations? Is sales following up with leads effectively and in a timely manner?