4 Communication Techniques to Create Marketing Qualified Leads
Lead generation begins with understanding your perfect prospect profile. It starts with identifying the demographics and psychographics of those companies that have the best strategic fit with your organization’s products, services, and values. Knowing your perfect prospect profile is the way for marketing to create targeted campaigns to elicit interest in your company’s solutions and for sellers to prioritize their prospecting calls.
As you know, marketing is the functional group that is tasked with promoting their company’s products and services to an identified audience. They cast a digital net via many outlets like email, LinkedIn, Instagram, Twitter, and webinars. They also host events at trade shows, engage with analysts at Gartner, Sales Mastery, or Forrester. They speak at industry events where all this activity has one and only one objective: To create Marketing Qualified Leads (MQLs) so the sales force can engage with these prospects and ultimately close business.
Communications and messaging are the sole medium and channels that marketing uses in all its promotional events, including each of the above-mentioned tactics and a host of other marketing strategies. The core of marketing is communications and messaging—period.
How they position the company and the value of its products and services is key to the financial viability of any company.
With a company’s financial future depending on marketing’s communications and messaging efforts, what can leaders do to ensure the messaging resonates with their perfect prospect so that these prospects ultimately become marketing qualified leads?
- Call to Action (CTA). A compelling, direct call to action is the most important part of every single marketing communications. Whether it’s an email, LinkedIn message, trade show event, or webinar, marketers must let prospects know how they can further engage with your company. The CTA should be strong, clear, and concise. It should provoke emotion and/or enthusiasm, and it should include why your prospect should engage with your company.
- Sales and Marketing Alignment. Sellers are on the front-line. They are conversing with prospects day in and day out. They know exactly what messaging resonates with buyers and what doesn’t. It’s marketing’s role to discern that their messaging, and supporting communications tools, resonates with the prospects that salespeople are talking with.
- Success Stories. There is nothing better than showing a prospect how one of your customers in their industry has successfully used your solutions and realized tremendous results. It is documented that success stories have the biggest impact on sales effectiveness and is a key contributor to moving a prospect from “suspect” to a marketing qualified lead. It’s important that marketing identifies successful customers, creates case studies, and messages these successes to their perfect prospect profile.
- Lead Scoring. The only way to know if a prospect is a marketing qualified lead is by measuring each contact against a lead score. This goes back to identifying and knowing your perfect prospect profile. How close is this person to your perfect prospect? In addition to your perfect prospect score, there are other scores to consider like the prospects interest level in your solutions, overall fit with your business, and their BANT score. Do they have budget, authority, need, and timing? Lead scoring requires precise communications between sales leadership, marketing, and the sales teams.
The primary reason for any (for profit) company to be in business is to earn revenues for themselves and/or their shareholders. It is a company’s marketing organization through their communications and messaging that serves as the primary vehicle to engage prospects and ultimately convert them to marketing qualified leads for sellers to pursue and close business.
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The Gig Economy Group