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Stop Wasting Your Time on MQLs: 5 Steps to Get More SQLs | Perpetual Traffic EP 648
15 ideas de marketing sacadas de «Stop Wasting Your Time on MQLs: 5 Steps to Get More SQLs | Perpetual Traffic EP 648», de Perpetual Traffic. Sobre todo…
- 15 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 36 min
- Publicada en 2024
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No activar el píxel de conversión en páginas de agradecimiento para leads descalificados
Medición y experimentosAl segmentar prospectos mediante preguntas de calificación en un formulario, se deben crear páginas de agradecimiento diferenciadas y excluir el píxel publicitario de las páginas mostradas a prospectos descalificados. De este modo se evita que el algoritmo de la plataforma optimice la entrega hacia perfiles no deseados, enviando únicamente señales de datos del cliente ideal.
no what you're saying is so for the nonqualified like you know if you have the four questions one of them is somebody that you don't want don't even bother no not yet don't bother putting the Facebook pixel on the thank you page listening to this it changes your Delta for what you're optimizing for you're know who your ideal customer is you want to send that qualified data back into the respective algorithms because that Delta continue so all you're doing is compounding for worse and you're just if you do nothing else create multiple thank you Pages it's great hard to do either you literally…
Escúchalo en el minuto 25:23
Canales de adquisiciónEn lugar de utilizar únicamente el evento genérico 'PageView', se deben configurar eventos estándar específicos (como 'ViewContent' en landing pages y fichas de producto, o 'StartTrial' en ofertas de prueba) para enviar señales de mayor cualificación a los algoritmos de Meta, Google o TikTok.
every single ad Network you have to like you have to give the algorithms the data airs it won't be the case but you need to have the view content pixel on the important Pages people just do page I'm that's being stupid you need to use view content view content gives a higher coal level of like prevalence of them as a lead that sends that data immediately back to meta that theyve visited an actual landing page as the important Pages the important Pages need view content so that you can send signals to meta that if they're viewing important Pages they're a higher qualified lead so you have to…
Escúchalo en el minuto 30:25
Validar «prueba de vida» del suscriptor con una pregunta simple en la posdata del email
Retención y relación con el clientePara evitar acumular leads inactivos que incrementan los costos de envío y almacenamiento en el CRM, exige una interacción temprana («prueba de vida») antes de tratarlos como leads cualificados. Incluir una posdata (P.D.) en el primer correo con una pregunta de respuesta trivial (por ejemplo, cuál es su restaurante favorito) genera respuestas rápidas que confirman el interés y limpian la base.
lead until you've shown me proof of life that proof of life might be showing up on a webinar replying to an email spending at least 90 seconds on a page getting further along in my funnel and having consumed content because if you're not going to consume you're not going to convert so that's my show me show me you're interested versus wasting my email sends and calls I have to pay for that my clients have to pay for that get out of my CRM if you're not going to give me proof of Life which can be replying to the email so everyone's first email and every followup should have like a PS tell me…
Escúchalo en el minuto 17:09
Segmentar las páginas de agradecimiento según preguntas de calificación para entrenar algoritmos de pauta
ConversiónEn lugar de enviar a todos los prospectos a una única página de gracias genérica tras captar sus datos básicos, incluye preguntas de calificación en el formulario y redirige a páginas de agradecimiento diferenciadas según sus respuestas. Esto permite enviar señales de conversión distintas a los algoritmos publicitarios (como Meta o Google) para que optimicen la entrega hacia perfiles cualificados y excluyan a los…
you're asking for the lead capture you can use qualifying questions to give bigger indicators of if they are a marketing qualified lead or a sales qualified lead and then based off of their anwers you trigger unique thank I promise so you have a qualifying question and based off of the answer you provide them a different unique thank instant forms and meta you have a disqualifying landing page the reason you need a different thank you page is because you want to be like hey meta I want people like this but you also want to say hey meta or any algorithm I don't want people like this so going…
Escúchalo en el minuto 21:48
ConversiónUn contacto registrado debe considerarse simplemente como un suscriptor pasivo hasta que muestre una «prueba de vida» activa (asistir a un webinar, responder a un email, pasar al menos 90 segundos en una página o avanzar consumiendo contenido), bajo la premisa de que quien no consume contenido no convertirá.
for marketing qualified lead I actually consider those subscribers so this is just my personal philosophy you're just a subscriber even though technically you're a marketing qualified lead until you've shown me proof of life that proof of life might be showing up on a webinar replying to an email spending at least 90 seconds on a page getting further along in my funnel and having consumed content CU if you're not going to consume you're not going to
Escúchalo en el minuto 0:00
ConversiónEn embudos de captación para productos de alto ticket (high-ticket), no todos los leads deben tratarse igual: un MQL (lead calificado por marketing) solo ha interactuado o descargado contenido, mientras que un SQL (lead calificado por ventas) ha pasado por un proceso de filtrado. Es normal pagar más por un SQL y es crítico que los equipos de medios distingan ambos para no optimizar a ciegas por volumen de bajo valor.
you're in lead gen and you're selling a high ticket product in this case like a that not All Leads are treated the same and you might get a marketing qualified lead or an mql as we refer to it but oftentimes that doesn't really convert it might take a while for that to trickle into a SQL which is a sales buy that is still a marketing qualified lead but it might be a sales qualified lead because you actually have a filtering process so the filtering many many times so you might pay more for a sales qualified lead than you do a marketing qualified lead when you're exactly what is a marketing…
Escúchalo en el minuto 10:04
Alimentar los eventos estándar del embudo a los algoritmos publicitarios
Medición y experimentosNo configurar ni enviar correctamente los eventos estándar y datos básicos de conversión del embudo a las plataformas publicitarias perjudica el aprendizaje de los algoritmos y reduce la eficacia de la compra de medios.
you're like when you're being obtrusive to your data it's it's not just harming the agency partners but you're also harming the algorithm so I was like oh with your agency but also with the algorithm so a conversation that we had client's funnel and we noticed that the standard events like the basic pieces of data are not properly being fed back into the algorithm and honestly like you're a really good media buyer and you don't have the standard events in place
Escúchalo en el minuto 14:14
Compartir márgenes y datos de fondo de embudo con los equipos de medios
Medición y experimentosOcultar información financiera, márgenes de ganancia o conversiones de fondo de embudo al equipo de marketing o agencia impide optimizar las campañas por rentabilidad real del negocio. La transparencia radical en métricas comerciales permite una toma de decisiones enfocada en ganancias netas en lugar de métricas superficiales o manipulables.
or you have an agency you should have to give full transparency onto what actually converts at the end of The Funnel opposed to just transparent why not open the entire kimono and actually get a real working relationship where everyone benefits and that mean if that means divulging financial information like do it because that's team or an agency they should know what your finances are they should have an internal view of what actually is team should Al also have access to everything from the first step in the journey all the way to the last part of the journey and that full transparency…
Escúchalo en el minuto 11:22
Optimizar campañas de alto valor subiendo conversiones offline desde el CRM
Canales de adquisiciónEn sectores de ticket alto con ciclos de venta largos, tras generar tracción inicial con formularios o llamadas, conviene subir los datos del CRM a las plataformas publicitarias para optimizar directamente hacia el evento final de negocio (como contratos firmados), permitiendo al algoritmo encontrar perfiles que realmente generan ingresos aunque el coste por adquisición inicial sea superior.
powering it and you have to think how could I power that algorithm to find my ideal customer and like we do a lot of spaces so we do not we start optimizing for you know lead form intake phone however those are the initial sort of ways to get momentum and then we ultimately optimize for the thing that they really want at the end of the day which is a signed case and that might might take two weeks and so we offl we we upload that information and then optimize for that event so that Google space and be able to feed the algorithm the right types of data on your CRM in order to allow the…
Escúchalo en el minuto 33:07
ConversiónUn lead puede considerarse calificado para ventas (SQL) si cumple al menos dos de los cuatro criterios BANT (Presupuesto, Autoridad, Necesidad y Tiempo). No es indispensable que el contacto inicial tenga autoridad directa de compra: si presenta una necesidad urgente, presupuesto o ventana de tiempo crítica, califica como punto de entrada válido para el equipo comercial.
sales qualified lead for me is someone who meets two of the four bants so bant being budget Authority need and time if they meet two of the four they're a sales qualified lead if they meet one of the four they're not B for Budget a for Authority need for n for need t for time so if they have the budget and can afford whatever you're selling or providing great if they have the authority to make the decision they are sales qualified lead maybe they don't have the authority and they're an admin or supportive staff but they need this product now to facilitate a Black Friday launch and the timing…
Escúchalo en el minuto 15:33
Auditar la calidad del tráfico comparando conversiones del píxel frente a registros totales en el CRM
Medición y experimentosSi el píxel solo se activa en leads cualificados, comparar el total de leads capturados en el CRM contra los eventos reportados en la plataforma de anuncios permite calcular la tasa de descalificación. Una brecha amplia (por ejemplo, 100 registros en CRM frente a solo 40 o 50 en la plataforma publicitaria) es un diagnóstico directo de que la segmentación o los creativos están atrayendo tráfico no deseado.
that I generated so therefore my cost per lead is going to be more is going to be higher cool great you're also not getting credit for bad leads that you're you can go into your CRM and say hey we comparing week over week let's say you get a hundred leads inside your CRM let's say you're using HubSpot but on Facebook you'll only see if you're Gathering 100 leads but you're only seeing 40 inside of Facebook even 50 half of your traffic is traffic that you don't want which means it then becomes your traffic teens problem and your creative teens problem but this is a feedback mechanism that will…
Escúchalo en el minuto 27:59
Estrategia de contenidosAl reutilizar grabaciones de video o transmisiones en vivo para episodios de podcast en solo audio, es necesario editar el material y narrar explícitamente lo que ocurre en pantalla para que los oyentes no pierdan contexto.
woke no I'm not woke what works on video doesn't always translate to podcast format without some editing this is live remember I'm doing it live and I have to remember that some people this might be translated to audio at some point so I need to explain what John's doing better so that is super good
Escúchalo en el minuto 5:02
ConversiónUn prospecto no debería considerarse un Sales Qualified Lead (SQL) únicamente por completar un formulario de datos de contacto pasivo; se necesita una interacción conversacional directa (chat, llamada o correo bidireccional) o una microconversión financiera con tarjeta de crédito para validar intención y presupuesto real.
thing sorry so the mql I can't I don't believe that someone can become a sales qualified lead without an actual touch point of conversation or an actual conversion right being that did you give me money it might be a micro conversion and you need these like soft touches of lower ticket items or something like where you put your credit card down because if I see 16 digits you're a sales qualified lead for me but I I need a conversation be it with a salesperson a chatbot email conversation back and forth whatever that is to know that your sales qualified because people very rarely have…
Escúchalo en el minuto 21:04
Reducción de CPA en captación legal optimizando por caso firmado
Medición y experimentosEn campañas para bufetes de abogados de lesiones personales, el coste por adquisición (CPA) de un caso firmado comenzó entre 5.000$ y 7.000$ y se redujo a unos 1.300$ - 1.400$ al optimizar el algoritmo con datos de conversión del CRM, representando cada cliente al menos un 30% del acuerdo indemnizatorio para el despacho.
you optim and your CPA starts off high like this clan is $5,000 or $7,000 we've gotten it down to right around 1,400 like 1300 money and each one of those clients is going to make the you know the customer at minimum 30% of whatever the settlement is because they're absolutely
Escúchalo en el minuto 34:25
Audiencia y posicionamiento mensual de Perpetual Traffic
Estrategia de contenidosEl podcast de marketing Perpetual Traffic registra un alcance de aproximadamente 250.000 oyentes mensuales y se ubica de forma recurrente dentro del top 25 a 31 de su categoría.
cool because this does go to about a quarter of million people every single month which is pretty amazing to really are we were number 31 in the country we go in and out of the top 25 I don't know on any given day when it's released it's in the top 2025 so that's very cool like
Escúchalo en el minuto 8:05
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