How to increase your MQL to SQL conversion rate on a high ad spend

A customer of ours - that spends +€1.000.000 on ads per month - improved their conversion rate between MQL and SQL +40% just by acting on the insights provided by Dreamdata!

In this video, our CMO Steffen Hedebrandt shows you how to replicate these results.

Supplementary Guide:

These steps allow you to replicate the analysis. For context and more examples, we recommend you watch the video above.

Step 1: Understanding stage models 

• Start by exploring Dreamdata’s stage models feature, which visualizes your sales pipeline stages, whether you have two, five, or any other number of stages.

• Dreamdata allows you to jump between these stages on any given report. Here Steffen is looking at the Paid Performance > Google Search Ads report. 

Step 2: Shift focus to SQLs

• Instead of merely optimizing for early-stage conversions like MQLs, shift your perspective to later stages in the funnel.

• You can then reallocate your ad budget towards campaigns and platforms yielding the highest quality leads, ensuring a more efficient use of funds. 

Step 3: Monitor lead quality improvement

Observe how focusing ad spend on generating SQLs rather than MQLs reduces the volume of low-quality leads, enabling sales teams to concentrate on high-quality, actionable leads.

Conclusion:

By leveraging Dreamdata to shift the focus of your ad spend from early-stage metrics to more impactful sales qualified leads, you can significantly improve the MQL to SQL conversion rate.

This strategy not only enhances the efficiency of your high ad spend but also aligns marketing efforts with sales objectives, creating a more effective, streamlined approach to generating quality demand and driving business growth.