Both departments must work together to:
Define and understand the ideal client profile.
Set common goals.
Agree on strategies to attract and convert potential customers.
Open and regular communication, as well as the implementation of technological tools that facilitate the exchange of information, are essential for coordination between both teams. This implies:
Regular meetings.
Constant exchange of information and feedback via email, project country email list management tools like Trello, or instant messaging platforms like Slack.
Implementation of tools that facilitate data exchange and collaboration, such as a CRM (Customer Relationship Management).
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At this point, it is also important that both teams share a common vocabulary and have a clear understanding of the following concepts:
Lead : Also known as a potential customer, this is an individual or company that has shown interest in your product or service by providing their contact information, such as name, email, or phone number.
It comes from a variety of sources, such as contact forms on the website, newsletter subscriptions, or attendance at business events.
MQL (Marketing Qualified Lead) : This is a lead that has demonstrated a sufficient level of interest and engagement with your marketing activities to be considered a qualified lead. This is determined by analyzing specific criteria, such as:
Interaction with your content through comments or views.
Participation in webinars.
Download resources.
Opening and clicking on your emails.
SQL (Sales Qualified Lead) : This is an MQL that has been evaluated and considered as a qualified lead by sales. This department may have made direct communication with the lead, identified their specific needs and determined that there is a real opportunity.
By having a shared understanding of leads, MQLs and SQLs, the sales team can focus on the most qualified leads and work on converting them, while the marketing team can adjust their strategies to generate higher quality leads with greater conversion potential.
Additionally, it is important to establish clear criteria and agreements between marketing and sales teams on when an MQL becomes an SQL and when the transfer of responsibility should take place . This ensures a smooth transition and effective management of prospects in the sales process.
Step 2: Research who your ideal client is
It is essential to thoroughly research and understand who your ideal customer is in the B2B space. This will allow you to create ideal buyer personas and develop more effective marketing strategies targeted to the specific needs of your target audience.
For this I recommend you:
