Increasing Inbound to MQL Conversion by 20 Percent

The metric: Inbound to MQL Conversion

Learn how AJ Alonzo (Director of Marketing atdemandDrive) improved their inbound lead to marketing qualified lead (MQL) percentage by over 20%.

他们如何改善它

1. He hosts a weekly meeting with sales to review conversion and lead health.

AJ hosts a weekly meeting with sales to get continual feedback on lead quality, and to learn how many marketing-driven leads are either becoming opportunities or leading to pipeline revenue.

This helps him:

• 确保营销和销售朝着相同的方向划船
• refine their ICP over time
• 了解哪些活动是最有效的，实时

例如：

Sales may share that prospective healthcare clients will be facing open enrollment in a few months, and need to scale their SDR team. So AJ might decide to run a special seasonal campaign to support sales efforts.

2.他对建立品牌信任和意识进行了巨大的投资。

AJ的目标是在外包销售领域建立需求驱动器的名称，通过有价值的内容提高认识和信任。这导致整体入站线索增加了3倍：消耗了内容的人，但尚未说他们想了解有关服务/产品的更多信息（尚未）。他们会了解需求驱动器，但还没有准备好了解更多。

3. Created a marketing automation system to nurture inbound leads, and help more of them convert to MQLs.

As inbound grew, AJ realized he had a big opportunity to keep these people engaged until they decided they wanted to learn more or might be a good fit for demandDrive. Since it was primarily valuable, organic content that grabbed the prospect’s attention in the first place, AJ served them up more of the same in the nurture phase.

This meant that most of the messaging they’d receive from demandDrive was just valuable content. If a prospect consumed a large amount of content (e.g. read blog posts dozens of times), or raised their hand and said they wanted to learn more, they’d be moved into the MQL stage.

4. He crafted more effective sales-driven emails by studying the most effective outbound messages.

一旦进入“养育”阶段，前景大多是向有价值的内容发送的。但是有时，他们会收到更多面向销售的信息。为了使以销售为导向的消息更具影响力，AJ会发现在出站活动中引起很好的共鸣的消息传递，并调整谈话要点以适合他在营销中的需求。

5. He started manually evaluating lead quality, and handpicking the best leads to make sure they went to sales more quickly.

He’ll send those directly to sales because they look like companies that have had a lot of success with demandDrive in the past.

6. He started ungating most content.

AJ found that the gated content just didn’t perform better than any ungated content they’d release, so they’ve been moving to ungate just about everything. This likely contributed to the 3x increase in inbound leads they’ve seen.

7. He baked in more CTAs to talk to sales, or opt-in to the marketing automation system in content.

If a reader wanted to learn more, they could either opt in and join the nurture campaign (marketing automation), or get in touch directly with the sales team.

结果

结果，它们的入站导致MQL转化从40％提高到60％，而MQL转化从52％到73％。在2022年5月，他们的业务比2020年的合计更多。