How real-time conversation is changing the MQL - Web Insights
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    How real-time conversation is changing the MQL

    November 24, 2020 | 3 minutes

    Brought to you by, Rachel Dettmer

    “The sales team owns the sales funnel. But as a B2B marketer, you feed the top of their funnel.” — Doug Kessler, Velocity Partners

    For Enterprise organizations investing large budgets and resources into their digital marketing efforts, from paid social media and technology, to search engine ads and content marketing, there needs to be a clear return on investment (ROI).

    Data and results-driven marketers will know that this is not always easy, proving ROI can be tough when it comes to brand awareness, follower and customer engagement, and even publicity. By generating Marketing Qualified Leads (MQLs) you have the opportunity to really measure, prove and optimize the return from your strategy and tactics — and not just at the top of the funnel.

    Generating MQLs is no longer enough

    To truly synchronize your marketing and sales functions, your lead generation strategy needs to focus on conversions. Not just open-rates, clicks or even inquiries from your marketing efforts — but tangible, measurable conversions that eventually lead to business revenue. After all, if your MQLs aren’t going on to sell, then where’s the ROI?

    According to Marketing Sherpa, 79% of your leads won’t ever convert to sales. So, don’t just look for the marketing channels that generate the most leads — prioritize the ones that lead to the best conversion-rate. For example, Campaign Monitor found that for every dollar you spend on email marketing, you can expect to earn $42 back. And 77% of marketers that use automation software convert more leads than those that don’t, according to APSIS.

    Website visitor automation software, amplifies the results of your existing lead generation activity for maximum ROI. The technology captures your website visitors and their data; automatically routing them to the relevant place in your business, whether that be directly to a sales representative, account manager, into your CRM as a new lead, or your marketing automation for instant, timely nurture.

    The rise and demand of real-time engagement

    How do we ensure that our leads convert? Communication, qualification, and humanization. It’s really as simple as that. And that’s where real-time engagement comes in; catering to the modern-day buyer’s need for immediacy and speeding up the process at large. According to Harvard Business Review, firms that contact a lead within one hour are almost seven times more likely to close the sale.

    Whatever your business considers to be ‘quick communication’ — opt for faster. Make use of automation where possible to reach out instantly, while potential buyers are at their most engaged. Use behavioral analytics and enriched data to identify the prospect’s needs, interests, and buyer intent. Reach out with tailored communications, a personalized message, and share the most relevant content for nurture.

    Your website is a world of untapped opportunities — when armed with the right solution, you can capture insight and gain maximum return from every opportunity, visitor, and marketing tactic.

    Web Insights cuts out the noise to deliver insight to B2B organizations, precisely where and when it’s required. Our high-end software solution is a world-class business growth enabler, assisting brands to become more efficient and effective, capitalizing on every website opportunity in real-time.

    The technology instantly recognizes website visitors and automatically routes them to the relevant person within your business through powerful integration into your CRM instance or martech stack — the ultimate solution for marketers looking to boost MQLs and convert SQLs, , and do so without disrupting busy, high-performing Enterprise teams.

    Automated, intelligent lead generation, immediate website visitor insight, and seamless integration — every time.

    Meet the author

    Rachel Dettmer

    Content Marketing Manager

    Rachel has over seven years of corporate and award-winning agency experience in marketing and content creation across multiple sectors.