After a long battle, the marketing team has managed to bring potential clients, prospects. What should you do with them?
Today we have enough data that platforms such as Hubspot (Marketing automation) provide in order to apply Business Intelligence in companies. With this, we can pre-analyze prospects to segment and qualify them before passing them to the sales department. This has become a key activity for the marketing team. The "shotgun marketing" has been left behind, yes, the one that was carried out without a plan or analysis.
This is why you must develop a whole strategy beforehand - or as we usually call it in DataBranding: a Game Plan - from which you can get things started move forward to the tactical part. In a Game-Plan we define:
When a prospect has been evaluated as an MQL, it's time to pass it on to the sales team.
It's our ideal client; one that is a good fit for your company's services or products and who shows a high level of interest. In addition, your times must also be a fit. For example, when you are trying to sell a car and a customer who seems to be a an ideal customer shows up but he won't buy the car until he receives his annual bonus from the company he works at, then he isn't quite a fit.
In the digital sales courses that we at DataBranding give, we use a simple table that measures, on one side, the "y" axis, the customer's interest and on the other, the "x" axis, its fit.
Which results in the following 4 areas:
These basic marketing and sales processes should be integrated into the daily work of each team (sales and marketing) in order to have them both collaborate with the general revenue process and to make this process a measurable and scalable one.
If you want to learn more about Inbound Marketing, don't hesitate to contact us. We are happy to offer our consultancy services to you in order to give an answer to all your questions.