In the competitive realm of business-to-business (B2B) sales, the caliber of your leads can be a game-changer. Selecting high-quality leads ensures that your efforts are more productive and ultimately, more successful. Understanding the different stages of leads—Information Qualified Leads (IQLs), Marketing Qualified Leads (MQLs), and Sales Qualified Leads (SQLs)—can significantly enhance your targeting and conversion strategies.
If you are looking for a way to effectively leverage these leads for your business to business sales, you came to the right place! This post will guide you through how to get the best out of your leads.
Information Qualified Leads (IQLs)
These are the people who are just now getting to know your kind of products or services. They have problems or needs but aren’t familiar with the solutions yet.
What IQLs Look Like
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Behavior: Downloaded a top-of-funnel (TOFU) asset (e.g., eBook, infographic).
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Mindset: “I have a problem but don’t know how to solve it.”
How to Engage IQLs
Create Educational Content:
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Blogs: Address common pain points (e.g., “5 Signs Your Lab Needs Automation”).
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Webinars: Host beginner-friendly sessions (e.g., “Introduction to AI in Drug Discovery”).
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Checklists/Guides: Simplify complex topics (e.g., “FDA Compliance Checklist for Startups”).
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SEO & Social Media:
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Target long-tail keywords (e.g., “How to reduce clinical trial costs”).
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Share content in LinkedIn groups like “Biotech Innovators” or “Pharma R&D Leaders.”
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Quick Recap: Give them information that’s easy to digest. This could be things like blog posts, simple guides, and webinars that talk about the basics. Aim to help them understand what they need and how you can help.
Marketing Qualified Leads (MQLs)
These folks are a step ahead. They’ve been checking out what you’ve got and might have downloaded a guide or joined a webinar. They’re actively seeking solutions.
What MQLs Look Like
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Behavior: Attended a webinar, engaged with pricing pages, or downloaded mid-funnel content.
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Mindset: “I know my problem—now I’m researching solutions.”
How to Convert MQLs
Personalized Email Campaigns
- Use dynamic content (e.g., “Hi [Name], based on your interest in [Topic], here’s how [Solution] helped [Similar Company]”).
- Example: A SaaS company increased reply rates by 25% using merge tags referencing webinar attendance.
Case Studies & ROI Tools
- Highlight peer success (e.g., “How Biotech X Cut Trial Timelines by 40%”).
- Offer interactive calculators (e.g., “Estimate Your Lab’s Cost Savings”).
Retargeting Ads
- Serve LinkedIn/Facebook ads to prospects who viewed pricing pages but didn’t convert.
Quick Recap: Offer content that connects with them on a personal level. Send emails that speak to their business needs and use success stories that show you can solve their problems. This pulls them closer to considering a purchase.
Sales Qualified Leads (SQLs)
Leads in this stage are serious contenders for making a purchase. They’re eyeing your product or service closely and comparing it to others.
What SQLs Look Like
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Behavior: Requested a demo, contacted sales, or compared pricing.
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Mindset: “I’m ready to choose a vendor—convince me.”
How to Close SQLs
Tailored Demos:
- Customize demos to the prospect’s workflow (e.g., pre-load their data).
- Example: A LIMS provider closed 50% of SQLs by showcasing integrations with the prospect’s existing tools.
Competitive Comparisons
- Provide battle cards highlighting your advantages vs. competitors.
Urgency-Driven Offers
- Limited-time discounts or exclusive access to premium support.
Quick Recap: Have your sales team show them how your product fits their needs perfectly. Offer demos or trials to give them a real feel for what you’re selling. Be ready to answer their questions quickly.
Fine-Tuning Your B2B Sales Approach
Here’s a quick rundown on the steps for each lead type:
- For beginners, focus on educating them with simple, helpful information.
- For those who are interested, more personal content and communication should be your strategy.
- For ready-to-buy leads, aim for personalized service and quick responses.
Getting smart about your leads is not just about trying harder—it’s about trying smarter. Pay attention to each lead type and put your energy where it counts. This way, you’re not just finding new clients; you’re finding the right clients who are prepped and ready to do business.
However, the process of going through IQLs and MQLs until they become SQLs and ready to buy can be a long and daunting process. If you are on a lookout for a team that will assist you in providing and tackling high-quality leads for your business to business sales, why not try LeadGeeks? Our expertise and experience can guide IQLs all the way until they are ready to buy! Want to talk to us? Click below!
