Seeking to understand the top-of-funnel leads behavior

Seeking to understand the top-of-funnel leads behavior VLMS Global

Lead generation is a top goal for every business, big or small. This is because, in terms of selling more and thriving, businesses must consistently pique client interest. However, not everyone who comes into contact with your firm will be willing to buy the product.

In reality, studies reveal that a large majority of customers who gain information from businesses do not purchase a product or service until 90 days later. Top-of-the-funnel leads are people who are learning about your company's products or services for the first time. These are often folks who are at the beginning of the buyer's journey — therefore the top of the sales pipeline.

Top-of-funnel marketing is critical for finding clients who are not really ready to buy but seem to be probably to do so in the future. In basic terms, this sort of marketing aims to raise brand recognition among both familiar and unfamiliar customers.

Key characteristics of MQLs

Website History- MQLs come to your site multiple times as they look for solutions. A detailed analysis of website visitors will indicate a trend in terms of pages viewed and sites where MQLs spend the most time. This demonstrates that they're interested in the solutions you provide. The website will undoubtedly attract a wide range of visitors, but MQLs are most likely users who return to your site and spend a large amount of time on certain pages.

Engagement on social media- MQLs are more likely to interact with businesses via social media and even websites. These leads, for example, submit comments on social media or blogs on corporate websites. They also post opinions on social media, such as likes and dislikes.

Using Automation Tools to Define MQL Engagement Patterns

Leads may be moved through the sales pipeline with the use of automation technologies. B2B marketers that utilize automation solutions may send free follow-up messages that are activated by MQL activities.

Email click rate

Marketers may use automation solutions to send out emails to clients that are both automated and personalized. Following the delivery of the emails, tracking the clicks becomes a critical measure to monitor in order to determine how those customers are responding to the content. The proportion of persons that receive and open an email is known as the email open rate.


This is the proportion of potential customers who view and click on the links in the email messages. MQLs are engaged with the content based on click-through rates. They find it fascinating and meaningful, which explains their want to understand more.

Unsubscription rate

This indicator indicates how often people unsubscribe from your email list. While it is unavoidable for people to unsubscribe from your email list, the rate should be kept below 1%. Negative MQL behavior, such as a high unsubscription rate, indicates low engagement with your material. Unsubscriptions can indicate that your material isn't engaging or relevant to your MQLs.

Conversion rates

B2B marketers may use automation technologies to discover MQLs that respond at various phases of the marketing funnel. Marketers, for example, can measure the proportion of prospects who become MQLs and the number of MQLs who become prospects as a result of their involvement.

Why It Might Be Too Soon to Expect MQL Conversion

MQLs have higher retention rates than top-of-the-funnel leads, indicating that they are more likely to make a purchase. However, this does not imply that they will make a purchase very soon. It takes time to explore MQLs in the B2B arena. Buying choices are not made by a single person for these consumers; numerous decision-makers are engaged.

MQLs are treasure when they are properly nurtured

MQLs could become a treasure for the sales force if they are found and fostered properly, as their demands become well linked with the company's products. It's worth noting that boosting MQL and SQL conversion requires suitable time, commitment, and resource allocation.

One of the most significant advantages that firms gain from fostering MQLs is that sales teams may complete transactions more efficiently and quickly. This increases the firms' sales revenue and puts them ahead of the competition. In addition, because MQLs are efficiently nourished to become sales-ready, less work and time are sacrificed in the sales funnel.

MQLs have a high possibility of turning into purchasers since they are top-of-the-funnel leads. Although this may take some time for them to engage, nurturing them with automated email marketing is always worthwhile.