Turning MQL leads into paying customers is one of the critical goals of any business. While generating MQLs is essential, how you follow up with these leads matters. A good follow-up strategy helps turn MQLs into sales-qualified leads (SQLs) with a higher chance of becoming actual customers. In this guide, I’ll share how you can create a strong follow-up strategy for your MQL leads using simple steps that anyone can follow.
Before diving into how to follow up with MQL leads, let’s quickly define what they are. An MQL (marketing qualified lead) has shown interest in your product or service. This interest is usually demonstrated through specific actions, such as filling out a form, downloading a resource, or signing up for a webinar. MQLs are more engaged than other leads but have yet to be ready to buy. The purpose of your follow-up is to nurture them and help them move closer to a purchase decision.
Many businesses lose potential sales because they need a clear plan for following up with MQL leads. With an organized system, these leads might gain interest, go to a competitor, or remember your brand. A strong follow-up strategy keeps you in the lead’s mind and helps move them through the buying process. It’s about maintaining interest and building trust over time so that they choose you when they’re ready to buy.
Here’s a simple, step-by-step guide to help you create a follow-up plan that works.
Not all MQLs are the same. Some may be closer to buying than others, so you must treat them differently. The first step is to divide your leads into segments based on their behavior, engagement level, and demographics.
For example, someone who has visited your product pages several times may be more ready for a sales conversation than someone who has just signed up for your newsletter. By segmenting your MQLs, you can create personalized follow-ups tailored to each lead’s unique situation.
A lead scoring system helps you determine how interested and ready a lead is to move to the next stage. You assign points to different actions, such as visiting certain pages on your website, downloading resources, or engaging with your emails.
For example, if a lead looks at your pricing page multiple times, that’s a strong signal that they may be close to making a decision. In contrast, a lead that just opened an email might need more nurturing before they’re ready for a sales conversation. By tracking and scoring these actions, you can prioritize which leads to focus on.
One of the easiest ways to follow up with MQLs is by using automated email sequences. These emails are triggered by the lead’s actions, such as downloading a resource or attending a webinar.
For example, if someone downloads an eBook, you can set up an automated sequence that sends them follow-up emails over the next few weeks. The emails should offer additional value—like more resources or tips related to the topic they’re interested in—without being too pushy.
Personalization is key here. Ensure the emails refer to the lead’s actions and interests, and avoid sending generic emails that feel like spam. A well-crafted email sequence helps nurture the relationship and keeps your brand in their mind.
MQL leads often need more time to be ready to make a purchase. Instead, they’re looking for more information that can help them decide whether your product is the right fit for them. This is where content marketing comes in.
Continue nurturing your MQLs by offering them valuable content that helps them solve their problems. This could be through blog posts, case studies, videos, or webinars. The key is to provide helpful information that educates them about your product and how it can help them.
For instance, if a lead has shown interest in a specific product feature, send them a case study or blog post highlighting how it has helped other customers. The goal is to build trust and show that your product solves their needs.
While emails are an excellent tool for follow-up, you shouldn’t rely on them alone. Some leads may respond poorly to emails, so reaching them through other channels is essential. A strong MQL follow-up strategy uses multiple platforms, such as social media, phone calls, and SMS.
For example, if a lead isn’t responding to your emails, try contacting them on LinkedIn or sending a direct message on Twitter. You can also follow up with a phone call after they take significant actions, like attending a webinar or downloading a high-value resource.
This multi-channel approach increases your chances of staying top-of-mind and helps you engage leads in a way that’s most convenient for them.
Timing is everything when it comes to following up with MQL leads. If you wait too long to follow up, the lead might lose interest or find a competitor. However, following up too soon with a hard sales pitch can also turn them off.
A good rule of thumb is to send the first follow-up email within 24-48 hours after the lead has taken action. This shows that you’re paying attention and are available to help them. After that, spread the communication over the next few weeks, depending on how the lead responds to your emails or other interactions.
Continuously monitor the lead’s behavior and adjust your timing accordingly. For example, if they engage with your content more frequently, you should reach out sooner with more personalized offers.
Eventually, your MQL leads will be ready to talk to your sales team. But it’s important to know when the right time is to hand off the lead. If you pass them to sales too early, they might feel pressured and back off. If you wait too long, they could stay interested.
Your lead scoring system will help here. When a lead’s score reaches a certain threshold, it’s a sign that they’re ready for a more direct conversation. Actions like visiting your pricing page multiple times or requesting a demo indicate that the lead is nearing a decision. This is when your sales team should step in to close the deal.
Your MQL follow-up strategy should be dynamic. You need to track its performance and make improvements where necessary regularly. Pay attention to metrics like email open rates, click-through rates, and conversion rates to see what’s working and what’s not.
If certain emails aren’t getting responses, try tweaking your subject lines or the content of your follow-up. If leads drop off at a specific point in the process, analyze why that might happen and adjust your strategy accordingly.
Testing and refining your approach will help you continuously improve and get better results over time.
A strong MQL follow-up strategy is essential for converting leads into paying customers. By segmenting your leads, setting up automated email sequences, using a multi-channel approach, and involving the sales team at the right time, you can maximize your chances of turning MQLs into SQLs. Patience and persistence are key—nurturing leads is gradual, and building relationships takes time. But with a well-structured follow-up strategy, your efforts will pay off with higher conversions and long-term success.
