Once you reach a significant inbound lead volume your sales team will not have the time to reach out to every lead. This is why building a MQL mechanism is needed to flag and prioritize the leads that sales should reach out to. This blog post will show you how to build an MQL mechanism in Marketo to alert sales and provide them with the context about why a lead was deemed to be marketing qualified.
This blog post accompanies the “MQL Model Outline” section from the Lead Scoring Bible blog post. Before diving into the Marketo implementation steps below check out the “MQL Model Outline” section to see how to categorize your different MQL activities for leads of different quality.
Setting the MQL Source and Detail
As shown in the video at the top of this post, there will be a Marketo smart campaign responsible for triggering on each activity in the MQL Activities sheet and setting the MQL Source and MQL Source Detail fields appropriately.
The smart list of each of these campaigns will check that the person meets our MQL criteria and that they have the correct Marketo lead score for the priority of this activity. For example, purchasing 10 phone numbers has a priority of “Important” meaning that only leads with a Marketo lead score of A-C (or Low-Top Match) should qualify for this campaign.
MQLing someone for purchasing 10 numbers
Setting the MQL source information
If you want to bring bespoke activities from your business into Marketo then check out the Custom Activities Quick Start post and if you want to learn more about trigger tokens like the {{trigger.quantity}} token in the image above then check out the Trigger Tokens with Examples post.
Setting MQL Fields
Once the MQL Source and MQL Source Detail fields have been set, each and every campaign then requests the same “MQL Request with Routing” campaign to set the necessary fields for someone to MQL e.g. Person Status and Velocity_D&T_MQL, before syncing the person to Salesforce so the sales team can reach out to them.
Setting MQL fields before syncing to Salesforce
What’s After MQLing?
Your marketing qualification mechanism is only as good as the lead quality and activity scoring models that are powering it. I recommend checking out the Lead Scoring Bible blog post to see the 3 lead quality models and 1 activity scoring model that I outline so that you can build a solid scoring foundation for your MQL mechanism.
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