Background
LQ Innovations
supported a leading cloud infrastructure vendor in optimizing their lead funnel to convert more MQLs into sales-ready SQLs across the U.S. and Canada.
Challenge
The client faced:
- High MQL volume with inconsistent quality.
- Low SQL conversion rates (below industry benchmarks).
- Extended sales cycles due to poor lead prioritization.
Strategy and Solution
LQ Innovations deployed a revised scoring model aligned with BANT criteria (Budget, Authority, Need, Timeline), integrated behavioral data (visiting websites, opening emails/links) and third-party intent signals (clues from outside websites or portals showing someone might be looking to buy something), and launched personalized follow-ups to accelerate the MQL to SQL journey.
Results
-Improved MQL-to-SQL conversion rate by 40% within 90 days
-Sales cycle shortened by 22%
-100% increase in sales-ready leads over 3 months
