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Sometimes, leads feel like these strange, mysterious creatures.

  • What do they want?
  • How can we get them on board?
  • What’s their secret weakness?

In all this frustration, we forget not only that MQL (marketing qualified lead) is a lead who has indicated an interest in what a brand has to offer based on marketing efforts, but we also forget a very basic fact:

They ignore ads and carefully tailored lead magnets for the same reasons we all do.

They say “no” for the same reasons you do.

And, perhaps the most important similarity,

Because of this last similarity, it is your sacred job to make sure they change their minds for you, and not for a competitor.

But, how do you do it?

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