Product-led growth (PLG) companies face unique challenges when it comes to identifying and prioritizing their best prospects. Traditional lead scoring models may not be sufficient for PLG companies, as they rely heavily on in-product touchpoints to drive customer acquisition and retention. That's why MadKudu has developed two new segmentation models specifically designed for PLG companies: MQL and PQL scoring.
Marketing Lead Engagement: Identifying engaged Marketing Leads
The Marketing Lead Engagement model is designed to surface the people who are most engaged and qualified within your marketing inbound funnel. It helps you identify the leads who are most likely to become paying customers, even if they haven't yet engaged with your product. MadKudu's MQL scoring model takes into account a wide range of factors, including:
- Website behavior: which pages did the lead visit? How long did they stay on your site? Did they download any resources?
- Marketing engagement: did they register to a webinar? Did they attend a trade-show?
- Email engagement: did the lead open and click on your emails? Did they respond to any of your outreach?
Using these data points, MadKudu's MQL scoring model calculates a score for each lead, indicating their level of engagement and qualification. This allows your sales team to prioritize their outreach and focus on the leads who are most likely to convert.
Product User Engagement: Identifying hot Product Users
The Product User Engagement scoring is designed to identify your most engaged product users, using all touchpoints from their buying journey. This includes their activity both in and out of your product, such as:
- In-product behavior: what features have they used? How frequently do they use your product? Are they inviting other users?
- Website behavior: which pages did the lead visit? How long did they stay on your site? Did they download any resources?
- Marketing engagement: did they register to a webinar? Did they attend a trade-show?
- Email engagement: did the lead open and click on your emails? Did they respond to any of your outreach?
Using these data points, MadKudu's PQL scoring model calculates a score for each user, indicating their level of engagement and potential value to your business. This allows your Sales team to prioritize their efforts when trying to convert free users into paid users.
Maximizing Value with MQL and PQL Scoring
By combining both MQL and PQL scoring, MadKudu's new features allow PLG companies to extract maximum value from both their marketing inbound funnel and their product-led funnel. You can identify the leads as well as the users who are most likely to become paying customers. This helps you drive growth and increase revenue, while providing a better experience for your customers.
Getting Started with MadKudu's Hybrid funnel package
To start using MadKudu's new MQL and PQL scoring features, reach out to your account manager or at product@madkudu.com. We'll provide you with insights about the upside of using both MQL and PQL to help you grow your business. Whether you're a small startup or a large enterprise, MadKudu's Hybrid funnel package can help you take your PLG strategy to the next level.