Your MQLs Aren’t the Problem – Your Follow-Up Is

It’s a common gripe between sales and marketing teams: “The leads aren’t good enough.” But let’s get one thing straight — most of the time, the problem isn’t the leads. It’s what happens next.

Marketers are measured on MQLs. Sales teams are measured on revenue. The disconnect between the two creates friction, but what’s often overlooked is this: the leads you’re generating *are* qualified — they’re just not being followed up in a way that converts.

Here’s what’s really going wrong:

Slow response times

Responding to leads within the first five minutes makes you *21x more likely* to qualify them — yet only 7% of companies respond within that window. Most B2B teams take hours, if not days.

Source: Lead Response Management Study

One-and-done outreach

It takes an average of *8 touches* to get a response from a prospect. Many sales reps stop after just 2.

Source: Rain Group – “Top Performance in Sales Prospecting”

Generic follow-ups

72% of buyers expect B2B companies to personalise outreach based on their previous interactions. Templated, non-contextual follow-ups simply don’t make the cut.

Source: Salesforce – State of the Connected Customer, 5th Edition

Poor sales/marketing alignment

Only 46% of B2B organisations report having a formal definition of an MQL agreed upon by both teams. When there’s no shared understanding, the follow-up is inconsistent and ineffective.

Source: Demand Gen Report – 2023 Lead Nurturing & Acceleration Benchmark Survey

So what does good MQL follow-up look like?

🔹 Fast and personalised: Respond while intent is high and reference the specific asset or page they engaged with.

🔹 Multi-channel: Don’t rely on just email. Use LinkedIn, phone, and remarketing to stay top of mind.

🔹 Structured and consistent: Build follow-up cadences that include a minimum of 6-8 touches across 10+ days.

🔹 Context-rich: Arm your sales team with the right messaging, content hooks, and background on the lead’s journey.

🔹 Shared accountability: MQLs should be a shared metric. If marketing delivers them, sales should be ready to follow through — and vice versa.

👉 Here are 5 key marketing metrics every team should be monitoring to connect activity to actual pipeline impact.

Don’t let good leads go cold

At Air Marketing, we work with B2B teams who are tired of the blame game. We don’t just generate MQLs — we help our clients build intelligent follow-up frameworks that turn those leads into real pipeline. Whether it’s implementing structured nurture workflows, training BDRs to follow up effectively, or taking on the outreach ourselves, we help bridge the gap between interest and impact.

So before you question the quality of your leads — ask yourself: what happens after the form is filled?

📞 Book a quick call and learn how we can help.

How To Effectively Convert MQLs From Gated Content

Acquiring Marketing Qualified Leads (MQLs) is just the beginning when it comes to Digital Marketing. Next comes the trickier part: effectively nurturing and converting those leads into loyal customers.

In this blog, we’re looking at how to effectively convert MQLs from gated content downloads, with a strategic approach that guides prospects seamlessly through their buying journey.

Here are 10 strategies to effectively nurture and convert MQLs into valuable customers:

  1. Segment and Personalise

Segmentation is key. Group MQLs based on demographics, behaviour, and where they are in their journey. Then, personalise your content to cater to the specific pain points and needs of each segment.

  1. Lead Nurturing Campaigns

Gradually introduce relevant content and take advantage of a multi-channel approach by engaging leads across various platforms like email campaigns, social media and webinars.

  1. Content Mapping

Align your offerings with the different stages of the buyer’s journey. Provide informative content at every step to guide leads closer to conversion.

  1. Engagement and Interaction

Use interactive content tools such as live webinars, polls, calculators and ROI tools to engage leads and gather valuable insights. Encourage prompt interaction and respond swiftly to inquiries.

  1. Qualification

Define clear criteria for when a Marketing Qualified Lead (MQL) becomes a Sales Qualified Lead (SQL).

  1. Continuous Analysis and Optimisation

Keep a close eye on your metrics. Monitor KPIs such as conversion rates and engagement metrics. Continuously experiment through A/B testing to optimise your nurturing campaigns.

  1. Sales and Marketing Alignment

Ensure strong collaboration between your marketing and sales teams. Foster open communication and create a feedback loop to refine MQL criteria and nurturing strategies.

  1. Customer-Centric Approach

Focus on value. Showcase how your product or service resolves specific pain points rather than just its features. Offer educational resources that empower leads to make informed decisions.

  1. Lead Follow-Up

Timing is everything. Ensure swift follow-ups and sustained engagement with your leads. Automate reminders within your CRM to maintain the conversation flow.

  1. Retargeting and Remarketing

Utilise retargeting ads and personalised offers to re-engage MQLs who have shown interest but haven’t converted yet.

By applying these strategies with precision and dedication, you can effectively nurture and guide MQLs through their journey, transforming them into loyal customers. This approach will not only boost conversions but also foster long-term relationships with your audience, driving sustainable growth for your business.

Opinion piece by Digital Marketing Manager, Becca Duckering