Hello all,
Anyone have some advice for tracking and re-engaging MQLs that did not convert to Opportunity but are still engaged?
In our case, a lead will convert to lifecycle stage MQL when a score of 45 is reached. If they don’t convert to Opportunity, remain engaged with content and eventually reach a score of 90, we’d like to essentially “reset” their MQL status. With that said, I don’t feel comfortable changing their lifecycle stage and then changing it back to MQL. I was thinking of simply creating a property that would trigger (MQL 2, etc.) when a score of 90 was reached. I could then use this to enroll them in sequences, etc.
@Angeles637 happy to share some thoughts and have a few questions to help find the best way forward.
I agree that it’s best not to change their lifecycle stage backward, curious how you’re determining that they didn’t convert to opportunity? Are you using lead status when marketing hands a lead to sales? If so, how are they further qualifying the lead - changing to SQL or straight to opportunity?
If lead score = 45, they become an MQL.
If x happens, they become an opportunity - and if it doesn’t, they remain an MQL?
at which point, if lead score = 90, you want them to re-enter the sales qualifying process?
Hi @Jnix284!
Thanks for responding. In our case, a lead will become an Opportunity (lifecycle stage) from MQL when they are associated with an active Deal. SQLs are designated a little differently for us -- they are leads generated/nurtured through direct sales team prospecting (trad shows, ABM, etc.).
If they are engaged as an MQL and do not convert into an Opportunity, they will continue to recieve marketing emails and will remain an MQL. If they remain engaged and build their score to 90, we plan on having our sales team re-engage by sequence.
Base on your feedback and my original thought, I would think that triggering a custom contact property to identify them as worthy of sales re-engagement would be a reasonable course of action. The lifecycle stage doesn’t go backward, historical reporting is protected and we can proactively track and re-engage these leads.
In our industry, there is a TON of opportunity based on timing.
What do you think?
That way if you have an MQL that already has a lead score of 90, they wouldn’t be included in the same workflow.
I think a simple “MQL Nurture” property to determine whether they converted or not (whether you use “didn’t convert” base don the workflow or “converted” based on a deal being created or a simple True/False) should be sufficient to build this out.
@Angeles637 I edited the thread to include a Branch in the first workflow - you’ll need an if/then statement to determine if they are still an MQL before proceeding. I reread the post and realized I’d accidentally left it out!
