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But, where do you go from here? This simple guide will help you understand how Marketing is qualifying leads, how they will get to you, and what you need to do next.
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What is
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a Marketing Qualified Lead (MQL) ?
Imagine it like this: think of all the potential customers out there who might be interested in our product or service. Not all of them are ready to buy right now, though. Some might just be browsing or learning about their options.
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HubSpot will create a task for you to follow-up later. This task has crucial details like the lead's identity, the underlying reasons behind their interest, and the optimal timeframe for initiating communication.
In essence, this functionality acts as an efficient assistant, overseeing these valuable prospects and safeguarding against missed opportunities. Every connection you make this this lead (email, documents, phone calls, meetings) will be meticulously recorded within HubSpot, ensuring a comprehensive overview when engaging with these leads.
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Send a Personalized Email
After researching the MQL’s industry, challenges, and potential pain points, draft an email that establishes Kaplan as the solution.
Mention previous interactions they’ve had with Kaplan (“I see that you’ve downloaded our Loose Parts PDF” or “I see that you’ve requested a demo for our new Illumination Station”) to establish trust and familiarity. (be sure to show with video where to find this info in HubSpot)
Answer the question: how can Kaplan provide value to them, right now?
This is a great place to link to videos or articles in our Learning Center.
You can utilize content the marketing team is creating by accessing the Assignment Selling Spreadsheet.
Schedule a follow-up call
Confirm a next step in the conversation.
Share your meeting link.
Share an Assignment Selling article or video to get ahead of the conversation
Follow-Up appropriately and consistently.
Sales Reps will are expected to followup follow-up within 48 Business Hours.
Not ready to buy immediately? No problem. Share articles and video from the Assignment Selling Spreadsheet that relate to their needs. This keeps Kaplan top-of-mind and establishes you as a faithful resource.
Provide Case Studies: Share real-life examples of how your product or service has helped similar clients. This can provide the MQL with a clearer understanding of the potential benefits.
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