How to use audits to convert your marketing-qualified leads

Every marketer knows the importance of bringing in leads to a business; that’s our job, right? But helping your sales teams convert those leads is often said than done. And when our sales team turn to you and says “the lead went cold”, frustration sets in pretty quickly. With Insites audits though, you could keep your leads warm by engaging your prospects with audits.

A marketing-qualified lead is a lead that has expressed interest in a brand, service, or product offering based on marketing efforts and activities. To know whether a lead is from marketing or sales activities, a marketing-qualified lead will be able to be attributed to marketing activities like a blog, newsletter, social media, or other marketing activity.

The key differentiator between marketing and sales-qualified leads is that often with marketing-qualified leads, the prospects in question are interested in the products or solution. Sales-qualified leads (SQLs) are those who are further down the sales funnel and are interested in negotiations or purchasing.

By auditing an MQLs online presence, you can qualify a potential MQL. You can achieve this by first ensuring you have a clear picture of your target customer and how your services or solutions can resolve your would-be client’s pain points.

This can be achieved by running an initial Insites audit on your marketing-qualified lead’s online presence. If you offer SEO for example, you’ll quickly be able to establish both whether your clients are ranking low in SEO scores and have a clear overview of what the exact issues are.

Secondly, analyse the user’s engagement. How have they interacted with your brand and service offering so far? What is the level of engagement with your marketing materials and what was their entry point? Once you’ve established their user path alongside your initial audit, you can advise your sales team whether they’re a hot or cold lead.

Fancy really winning bonus points with the sales team? You can send your audits onto MQLs directly from the Insites platform. Not only is this an easy way to engage with prospects, but it’ll also give you the opportunity to engage with them on a personal level before they hear from your sales team.

As an Insites Growth user, you can white label your reports too so that you can continue to drive brand awareness and engagement with your service offering, warming up leads ready for your sales team to convert.

Too long between marketing outreach to sales engagement? Keep your leads warm with tailored content. With an Insites report, you know your prospects’ pain points before they’ve engaged with you. So you can deliver marketing content that targets their key issues and establishes you as a knowledgeable service provider ahead of initial sales engagement.

Once you’ve tried and tested your personalised MQL communication activities and you’ve qualified potential prospect clients, it’s time to look back at what has worked and what hasn’t. From lost leads to won clients, it’s well worth using previously pulled reports and re-running them.

Understanding when and where your clients engaged with you is one thing, but being able to prove that your services have helped prospects convert and won clients improve their overall online presence will not only give you an insight into where your marketing strategy is going well, it will help you further optimise and segment your marketing efforts going forwards.

Logging into Insites every time a lead hits your CRM can be time-consuming, so why not integrate Insites directly? Insites can be integrated into Hubspot Salesforce, and Zoho for an extra £x annually or £X per month. Our free Chrome plugin, however, will let you run a report on any website you land on.

Using Insites as a lead nurturing tool and as part of your ongoing marketing success analysis will enable you to grow your business through MQLs. From engaging with leads with personalised audits and comms to mapping marketing attribution patterns, Insites will save you and your marketing team time and money when acquiring and qualifying leads.

Happy auditing!