Converting anonymous traffic into leads is no easy task. Oftentimes, we talk to business owners who find it challenging to achieve a high conversion rate. To convert traffic, you will need to shift your Marketing Qualified Leads (MQLs) into Sales Qualified Leads (SQLs).
To convert anonymous traffic, you need to understand what Marketing Qualified Leads and Sales Qualified Leads are. We have outlined key characteristics between the two in this blog. The way websites and other domains like HubSpot track visitors are by following the viewer's website history before they become contacts. Visitors are assigned new cookies, so if they delete their cookies, they will be given a unique cookie. HubSpot goes into detail about tracking visitors here.
Step 1: Not Every MQL Will Shift Into A SQL
MQLs are only potential prospects that may convert into a sale eventually. However, MQLs have not yet shown any progress towards creating a sale. The harsh reality is that there are many MQLs that will never return. However, the positive is that people who are seriously interested in your service or product have a higher chance of contacting you. Therefore, some MQLs you may never even have to communicate with, and you’re able to use your energy on the serious prospective clients. If a client has contact with the company, they have converted into a SQL via contact.
Here are the top ways to create a positive sales experience, according to buyers:
- Listen to their needs (69%)
- Don't be pushy (61%)
- Provide relevant information (61%)
- Respond in a timely manner (51%)
These statistics will provide you with the foundation to generating sales from prospective clients.
Step 2: Knowing What Shifts A MQL Into A SQL
To determine what shifts an MQL into a SQL, you need to know your target buyer persona. By knowing your target audience, you’re able to focus on converting the MQLs into SQLs. Converting current MQLs into SQLs will require patience and research.
- What have previous MQLs looked into before turning into a SQL?
- What do your current SQLs ask you?
- Do they click on your CTAs or Offers?
Once you have a certain amount of information on your traffic, you can organize the data and create lead-scoring rules in your customer relationship management tool.
Step 3: Offering Multiple Conversion Points
To convert anonymous traffic into an MQL and then a SQL, you must offer conversion points! A conversion point can be complex or straightforward. If there aren't any conversion points, there would be no way for them to convert. Additionally, offering multiple conversion points helps with differentiating custom client needs and wants.
- Website chatbot
- Email Campaigns
- Offers/CTA’s on your website
Step 4: Align Sales and Marketing Teams
Aligning your sales and marketing team is vital to transition your MQL into a SQL. This step can occur at the beginning of the conversion or later on. However, both the marketing and sales team must share data in order to provide accurate information without mishaps.
Ways to Align Sales and Marketing:
- Cross pollinate at meetings - Marketing should attend sales meetings and vice versa. There's so much that can be picked up through osmosis.
- Establish some ground rules - Identify and create documents such as service level agreements, marketing to sales hand-off processes, sales deal pipelines, agree on definitions for metrics and KPIs and reporting processes.
- Learn from each other - When possible, have marketing come along on a sales call or let sales be part of content creation.
Manufacturing companies may find it challenging to convert anonymous traffic into leads, however making even the slightest changes can reap many benefits!