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Lead Marketing: Simply Explained - Marketing Qualified Leads & more

Dominik Rapacki
CEO @meetergo
2 minutes reading time
Table of contents

Lead marketing describes a marketing strategy for generating leads , i.e. potential customers who are interested in a specific product or service. The goal of lead marketing is to attract high-quality, qualified leads that sales can effectively contact. In this article, we would like to explain the basic steps of lead marketing and the differences between marketing qualified leads and sales qualified leads.

What is lead marketing?

Definition von Lead Marketing

Lead marketing is a marketing strategy that involves generating potential customers, i.e. leads, and using various marketing methods to arouse interest in your company or your products.

Why is lead marketing important?

Lead marketing is essential for businesses that want to successfully acquire new customers and increase sales. By addressing potential customers in a targeted manner, long-term customer relationships can be established and the success of the company can be increased.

What are the basic steps of lead marketing?

The basic steps of lead marketing include identifying potential customers, generating leads through various channels such as your own company website or search engines, contacting and maintaining the leads gained, and handing over qualified leads to sales.

How to generate leads

Different types of leads

There are different types of leads, including Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs). MQLs are potential customers who have shown an interest in your company or products, but have not yet decided to purchase. SQLs, on the other hand, are leads that have already signaled an intention to buy and are therefore considered qualified leads.

Identify potential customers

There are different strategies to identify potential customers. This includes, for example, the analysis of the customer journey, the identification of touchpoints and the use of contact forms on the company website.

Strategies to win leads

There are different strategies to attract leads, such as creating quality content marketing, using white papers or checklists as lead magnets, or running campaigns via email or newsletters.

Difference between MQL and SQL

Definition of Marketing Qualified Leads

Marketing Qualified Leads (MQLs) are potential customers who have shown an interest in your company or products but have not yet decided to make a purchase. MQLs are often contacts who have already requested information about your company or products, or have been involved in a stage of the customer journey, such as downloading an e-book.

Definition von Sales Qualified Leads

Sales Qualified Leads (SQLs) are leads that have shown an interest in your company or products and have already indicated an intention to buy. SQLs are qualified leads that make frequent contact with your sales force and are thus transferred to the next phase.

Use MQLs and SQLs successfully

MQLs can be used to attract new potential customers and convince them with quality content marketing. SQLs, on the other hand, should be contacted immediately by sales to complete the buying process quickly and effectively.

Make lead nurturing effective

Lead nurturing refers to the active maintenance of leads to prepare them for purchase. The aim of lead nurturing is to build a long-term and loyal customer relationship and to increase sales in the long term.

Lead nurturing in practice

In practice, lead nurturing takes place through targeted communication with the leads gained. For example, personalized e-mails or newsletters tailored to the needs and interests of the leads can be used for this purpose.

Tools to automate lead nurturing

Tools like meetergo or other so-called marketing automation solutions can help to effectively automate lead nurturing. For example, personalized landing pages, online appointment booking with integrated real-time qualification or automated workflows can be used.

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Successful lead campaigns

Most important elements of a successful lead campaign

The most important elements of a successful lead campaign include a targeted target group approach, high-quality content and a clear call-to-action that puts the potential customer in contact with your company.

Target audience effectively

In order to be able to address a target group effectively, it is essential to know the interests and needs of potential customers and to respond to them with targeted content marketing. For example, blog posts, webinars or social media campaigns can be used for this purpose.

Content Marketing and the Customer Journey

Content marketing and the customer journey play an essential role in generating leads. High-quality content can help to convince potential customers and accompany them in every phase of the customer journey.

As you can see, the topic of lead marketing can be very complex, but also very effective. It's important to understand the different elements of lead marketing and employ targeted strategies to attract quality and qualified leads. Use the various tools and solutions such as lead management , lead nurturing or lead scoring to make your lead campaigns successful.


Frequently asked questions

What does lead generation mean?

Lead generation is a strategy to attract prospects and collect their contact information for later conversion. The aim is to turn potential customers into actual customers.

What is lead handoff and how does it work?

When a prospect has provided enough information to be considered an opportunity, the lead is passed to the sales team. The sales team will then contact the prospect.

What is the difference between lead generation and lead acquisition?

Lead generation is an umbrella term for all actions taken to acquire customers. Lead generation refers to the concrete process used to collect customer data and convert it into potential customers.

Was sind Marketing Qualified Leads?

Marketing Qualified Leads (MQLs) are prospects who have shown interest through marketing activities and are identified as promising for the opportunity. You have not yet provided enough information to make a purchase decision.

What does Qualified in Lead Marketing mean?

Qualified means that a prospect has met all the criteria to be classified as an opportunity. A distinction is made between Marketing Qualified Leads (MQLs) and Sales Accepted Leads (SALs).

How can tools help with lead generation?

There are various tools that can help with lead generation. For example, landing pages can be used to direct interested parties to a specialized page and collect their data. Sweepstakes can also be used for data collection.

What Are the Benefits of Lead Generation for Businesses?

Lead generation helps companies find potential customers and collect their contact information. This allows them to later convert them into customers, thereby increasing sales. In addition, by specifically addressing interested parties, inefficiencies can be reduced and the corporate image can be improved.

What is lead management?

Lead management refers to the process of moving prospects through the sales funnel while qualifying and prioritizing them based on their needs and interests. The goal is to turn potential customers into actual customers.

What is the difference between existing customers and new customers in terms of lead generation?

Existing customers have already had contact with a company, while new customers have not. With regard to lead generation, companies have to specifically address the needs and interests of existing customers in order to make them personalized offers. With new customers, on the other hand, companies must first and foremost build trust.

How can companies improve prospect-to-customer conversions?

Businesses can improve prospect-to-customer conversions through targeted content marketing. For example, e-books or white papers can be offered to provide more insights into specific topics. Targeted email campaigns can also help persuade potential customers to make a purchase decision.

What does by lead mean?

Per lead means that a fee is paid for each prospect acquired. This can be the case, for example, when arranging partner programs.

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