August 16, 2017
Topics: Lead Nurturing, Marketing Automation
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August 16, 2017
By Amber Kemmis
There are some things in life that are better when cold. Ice cream, soda, a sandwich (IMHO), and the list could go on. One thing, however, that definitely isn’t better when cold is your contact database. It’s actually a pretty common problem for marketers. A small or large segment of your database is “cold,” meaning they have been unresponsive or disengaged for a long period of time. They may also be cold for other reasons, like maybe you don’t have enough data to declare them a marketing qualified lead (MQL).
Whether you have a small or large segment of cold contacts, you can be sure that you’re leaving a lot of potential revenue on the table—this is especially true if you happen to purchase some of those leads. Below are ways to identify cold contacts so that you can turn them into MQLs.
With marketing automation more than likely at play, it is extremely critical that the sales and marketing team are in alignment on what makes a cold lead different from an MQL. Your automation systems should be built to detect MQLs in real time, which is why agreeing on the demographics, behavior, and attributes that constitute an MQL is important.
Your company’s MQL criteria will depend on your entire marketing and sales funnel, but it is commonly defined as any lead that is qualified for marketing engagements such as email, social media, and web conversions. The lead is not ready to be passed to sales but could meet SQL criteria one day. After you have an agreement on the definition of an MQL, you’ll need to do a bit of analysis to determine the best way to awaken these leads and turn them into MQLs.
Understanding your cold leads will take a bit of marketing or CRM reporting. When you can segment your cold leads in the database, you can discover numerous ways to quickly develop MQLs. Some of the common insights pulled from segmenting these leads are:
Once you have an idea of why your leads are cold, you can now do something about it. The course of action, of course, is dependent on what you find out about your cold contacts in your initial analysis.
About the author
Amber Kemmis was formerly the VP of Client Services at SmartBug Media. Having a psychology background in the marketing world has its perks, especially with inbound marketing. My past studies in human behavior and psychology have led me to strongly believe that traditional ad marketing only turns prospects away, and advertising spend never puts the right message in front of the right person at the right time. Thus, resulting in wasted marketing efforts and investment. I'm determined to help each and every one of our clients attract and retain new customers in a delightful and helpful way that leads to sustainable revenue growth. Read more articles by Amber Kemmis.