{"id":13526,"date":"2015-03-31T08:28:51","date_gmt":"2015-03-31T12:28:51","guid":{"rendered":"http:\/\/exob2b.com\/?p=13526"},"modified":"2022-01-04T15:39:32","modified_gmt":"2022-01-04T20:39:32","slug":"inbound-marketing-leads-in-b2b","status":"publish","type":"post","link":"https:\/\/exob2b.com\/en\/inbound-marketing-leads-in-b2b\/","title":{"rendered":"What to do with inbound marketing leads in B2B?"},"content":{"rendered":"

You will surely agree that all sales leads from inbound marketing do not have the same priority. Then, how can you differentiate and treat them appropriately, within a sales cycle?<\/p>\n

A reminder about Inbound Marketing
\n<\/em><\/h3>\n

Inbound marketing is a set of tactics, tools and technologies dedicated to the generation and broadcast of authentic quality content<\/a> that aims to be found by your prospects.<\/p>\n

This is why it\u2019s important to optimize the content that you post on the web, so it will be easily indexed by search engines and spotted on social media.<\/p>\n

Prospects start their buying cycle by silently consulting your content: website, blog articles and government publications in social media.<\/p>\n

If your content is of interest to them, they will convert to a degree equivalent to the interest in an object or a subject of their progression in their buying cycle. Consider the subscription to your blog, downloading a case study, completing a contact form or in the best case, they call you.<\/p>\n

MQL<\/h4>\n

Now begins the prospect\u2019s purchase cycle. On your side, it will be a sales cycle. With each new input from your inbound marketing, marketing has a leading role in the qualification.<\/p>\n

Take for example, the downloading of a case study on your site. It is crucial to ask several qualification or segmentation<\/a> questions. Ideally, these issues must be identified in collaboration with the sales department. This will be, for example, the professional title, company turnover, sector of activity, location of the company …<\/p>\n

What passes through this filter is a qualified marketing lead, also known as Marketing Qualified Lead (MQL).<\/p>\n

SQL<\/h4>\n

Once the MQL lead has passed, nothing can replace the validation by  someone in the sales department. This is the qualification by sales or, Sales Qualified Lead (SQL).<\/p>\n

In the case of a refusal, sales are involved in marketing their refusal to improve the MQL. If the lead is qualified, then sales proceed with their work approach.<\/p>\n

Timing is everything<\/h3>\n

You guessed it; all leads do not get the attention of sales. So, the MQL leads that do not pass the SQL filter remain active in “nurturing<\/a>“, pending action that would take them to the next level as a download of a case study or a contact form.<\/p>\n

The key is to minimize the filtration time. The faster you contact a prospect, the better your chances. Thus, all sales should be contacted as a lead within 48 hours. If you can do so within 2 hours, it’s even better.<\/p>\n

Conclusion<\/h3>\n

Marketing and sales must work hand in hand in filtering criteria for leads from inbound. They must also comply on a service agreement, a maximum time limit for delivery of an MQL, acceptance and, validation into an SQL, which will be contacted within 48 hours.<\/p>\n

It\u2019s a team effort. Do it right. Take a personal approach. Support your continuous improvement. Remember to measure your efforts<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

You will surely agree that all sales leads from inbound marketing do not have the same priority. Then, how can you differentiate and treat them appropriately, within a sales cycle? A reminder about Inbound Marketing Inbound marketing is a set of tactics, tools and technologies dedicated to the generation and broadcast of authentic quality content […]<\/p>\n","protected":false},"author":2,"featured_media":13523,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[102,12,1482,1365,206],"tags":[],"class_list":["post-13526","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-development","category-content-marketing-2","category-developpement-affaires-en","category-marketing-inbound-en","category-technology-sales-and-marketing"],"acf":[],"yoast_head":"\nTake advantage of your B2B inbound marketing leads?<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/exob2b.com\/en\/inbound-marketing-leads-in-b2b\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What to do with inbound marketing leads in B2B?\" \/>\n<meta property=\"og:description\" content=\"You will surely agree that all sales leads from inbound marketing do not have the same priority. 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