The Power of Duel-Funnel Marketing: Uniting MQL and MQA Tactics Through Account-Based Marketing
In today's multifaceted marketing environment, understanding your sales funnel is more critical than ever. Yet, the dilemma often lies in choosing the right funnel strategy: should you opt for Marketing-Qualified Leads (MQL) or Marketing-Qualified Accounts (MQA)? What if you didn't have to choose? This blog explores the value of a dual-funnel approach that leverages the best of both worlds, with a special emphasis on how Account-Based Marketing (ABM) becomes the linchpin for success.
What is an MQL Funnel?
An MQL funnel focuses on individual leads, qualifying them based on interactions with your marketing initiatives and potential for conversion.
Key Stages:
Awareness
Interest
Consideration
Intent
Evaluation
Purchase
Advantages and Disadvantages:
Advantages: Quick to implement, suitable for short sales cycles
Disadvantages: Less targeted, not ideal for multi-stakeholder deals
What is an MQA Funnel in the Context of ABM?
An MQA funnel isn't just another funnel; it's often a cornerstone of an effective ABM strategy. Unlike MQLs, MQAs focus on targeting complete accounts or companies that align with your business goals.
Key Stages in ABM:
Account Identification
Account Engagement
Opportunity Creation
Closed Deal
Upsell and Retention
Advantages and Disadvantages:
Advantages: Highly targeted, suitable for complex sales cycles, integrates well with ABM strategies
Disadvantages: Longer sales cycles, requires more resources
The Role of ABM in a Dual-Funnel Approach
A dual-funnel approach doesn't mean running two separate strategies in parallel; it means integrating MQL and MQA funnels to function cohesively. Here, ABM acts as a bridge.
Targeted Outreach: ABM allows for highly personalized engagement, affecting the quality of leads in the MQL funnel.
Resource Allocation: Insights from your ABM strategy can help balance spending and focus between the two funnels.
Holistic View: ABM ensures that while the MQL funnel fills your pipeline quickly, the MQA funnel is optimized for higher value, longer-term opportunities.
Account-Based Marketing not only harmonizes the MQL and MQA funnels but also supercharges them. By employing a dual-funnel strategy informed by ABM, businesses stand to benefit from quick conversions while nurturing larger, more lucrative accounts for the long haul.
LEARN MORE ABOUT OUR ABM PROGRAM- IN PARTNERSHIP WITH FOUND & CHOSEN- HERE
