MQL AND SQL: identify your leads to work better

leads: MQL Y SQL

MQL and SQL represent two key types of leads to attract customers. But how do we distinguish and implement them?

We know that the various channels of digital communication play a crucial role in marketing strategies from today. Some examples are web pages, social networks and newsletters. But, in order to be able to take advantage of them consciously and for them to really be our allies, it is essential to know their mechanisms. This is how we will address the processes of storage, recovery and modification of data with which they count. So, have you heard of the acronyms MQL and SQL? Your time has come to find a place for them in your business!

The Leads Marketing Qualified (MQL) and Leads Sales Qualified Server (SQL) are relational database management systems (RDBMS). Both serve the same function and are based on a structured query language, but they are used in different scenarios. Some of their similarities are the use of tables to store data, references, and multiple databases in a single environment or server.

They are used to qualify the different leads, that is, they help to analyze in which part of the purchase process are the potential customers who have left their data in the company's database. 

What is MQL?

In these terms, the mql is that person who knows exactly what you are looking for from a brand or company. You have entered the web, you have navigated in it and, perhaps, you have downloaded some material to enrich your knowledge. In order to do this, he recorded his personal data and, from there, the company can track the interactions of this user with the brand. 

The process of qualifying and generating MQL leads is essential for a large number of marketers, and it has been shown that having this indicator exponentially increases sales and business success. 

In any case, it must be taken into account that the fact that a user is in this phase does not necessarily mean that you are interested or ready to buy the product or hire the service. It is possible that an MQL lead is still in the research phase, although we do not know the reason: if he really wants to buy or if, for example, his goals have already been met just by downloading the available material. 

What is SQL?

He Sales Qualified Lead (SQL), unlike MQL, is a well-defined potential client who is closer to making the purchase or contracting the service. In order to qualify it as such, it must have gone through a strategic process that allowed it to be clearly identified and led to its purchase decision.

SQL leads are the ones that generally have interacted extensively on the web of the company, have been in contact with a query for a specific product or service (because they are already clear about what they are looking for) and are interested in the brand's proposal. 

The importance of converting an MQL to SQL

We must remember that the objective of any content marketing strategy, such as inbound marketing, is to achieve that the users become potential customers, through personalized value content that positions the brand as the specialist in his field. 

For this to be successful, attention must be paid to all the instances that the funnel or sales funnel, which is the journey that a user takes from the moment they find our company on the web. At the top of the funnel is the analysis and identification of sales opportunities and leads are essential in this point. 

It's important to put attention on not every lead is a prospect or sales opportunity. For example, when a person enters a web page, they can show interest in a certain service, and even ask for more information about it, but at that point we still don't know if they have a real interest in buying it. 

To set the MQL to SQL lead conversion, The potential client must meet a series of characteristics. It will be feasible to know this information as long as we have a good network of Customer Support, a factor that will have a direct impact on the level of sales.

The conversion of a lead is possible if: 

  • Match the requirements of the ideal client.
  • You have the necessary means to pay.
  • He is a decision maker (for example, of legal age). 
  • You have shown an interest in buying, not just browsing the web out of curiosity. 

Once we have established that the lead is in this phase and has been qualified within the group of leads mql, the strategy continues. After a while, perhaps, we will establish a exchange of information based on marketing dynamics that will enhance this link with the lead. 

When the time is right, a first contact is made exclusively for make the sale. This means that the user passes from the MQL lead group to the SQL lead group.

If the lead has been well qualified, the probability of a sale is higher and we will reach the third phase of the funnel or sales funnel: the final sale. And, when this happens, the probability of closing a deal is a high percentage.

Inbound marketing

Main differences between MQL and SQL 

We already know the importance of paying attention to lead measurement using MQL and SQL. It is essential, moreover, know their differences to find out which one is best suited to the objectives of our brand. MQL is widely used, generally, for PHP projects and applications (programming language that allows web development or web applications). On the other hand, SQL is often used for .NET applications or Windows projects. 

The most relevant difference between MQL and SQL is the syntax, although there are also differences regarding the around, for him level of support, the form of data storage and the cost of the license.

For most marketing students, the syntax is the most important difference between the two systems. It is important to know this to decide which system is best for the strategy of our company. 

In short and as a general rule, if we are developing small or medium-sized applications and you use predominantly PHP, choose MQL. On the other hand, if we are interested in large-scale, resilient, and secure enterprise applications, SQL should be our ally.

MQL and SQL in lead automation

The process of a potential client from discovering our channels to the final phase where they make a purchase goes through many factors, from determining what an MQL and SQL lead is, to developing an efficient marketing strategy, to user loyalty.

Without a doubt, automating lead qualification through a CRM (MQL and SQL) is the most innovative trend. Several studies state that companies that automate lead management see an increase in revenue of 10% or more after a semester. 

But in addition to cost savings, MQL and SQL lead management allows you to quickly score the phase in which each lead is located and determine who can make the jump to the next stage and who should be discarded for not meeting the requirements, to avoid wasting time and resources. 

There are several tools on the market to link information and centralize customer and team data to keep up with technology-driven competition. 

Other tools like chatbot they can help increase lead conversion rates with the right data analysis. 

All roads lead to content generation 

As he  Marketing Qualified Lead (MQL) and Sales Qualified Lead (SQL) refer to the strategies that are used today today by companies to capture the attention of their potential customers. These strategies are framed within the concept of inbound marketing, that is, the generation of valuable content to attract users.

To operate, inbound tools work through the messages that are segmented, Qualifying the people who would have the greatest possibility of buying our product or service.

Contrary to outbound marketing whose advertising is equally targeted to a specific user group, innovative inbound strategies attract customers who have already shown some kind of interest in our company. In other words, the customer attraction process is reversed and is more profitable. 

For all this, MQL and SQL are used, the way to classify the marketing-qualified lead and the sales-qualified lead. Yes they are important! Let us remember that information is power: let us be clear about the operation of the tools we have and Let's maximize the digital potential of our company


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