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How to Vet Inbound Prospects with the BANT Qualification Framework
Your tools and online presence will determine how you implement BANT qualification into your inbound marketing. We won’t spend a lot of time going through the ins and outs of martech. Though, It’s important to note that as you build out your marketing strategy, there are SaaS options that will score a prospect’s buyer readiness based on content consumption and online behaviors.

But for most companies, high-value marketing assets, social influence, and SEO tactics can combine forces to create a qualification machine even in the absence of advanced tools.

For example, depending on the significance of a lead magnet— such as an ebook or template — you can gate the content with various BANT questions.

Think about the last time you enrolled in a webinar. Do you remember filling out a signup form with fields like:

Budget – “How many employees are in your department?”
Authority – “
Need – “Are you using any of these tools currently?”
Timing – “What’s the biggest challenge you hope this webinar will solve?”
This information exchange helps the host determine if the webinar is attracting the right audience as well as defines what stage of the buyer’s journey each prospect is in. Follow-up emails and calls from the marketing team can help further qualify the prospect until more direct sales conversations are booked.

How to Convert Inbound MQLs to SQLs
When a lead requests a demo or starts a free trial, it’s easy to china cell phone number database recognize the shift from MQL to SQL. The lines are more blurred when it comes to content downloads and event participation. For this reason, it’s important to build content not just around an SEO benchmark— even though SEO is vital to online visibility — but also around the buyer’s journey.

By creating a content roadmap that guides your audience from the awareness to the decision phase, your prospects emit conversion signals like a GPS tracking device so you can meet them where they are in their journey.

But first, you have to put your company on the radar with content that drives engagement.

Turn Leads into MQLs Through Solution-Based Content
Attracting leads is the hardest part of inbound. Everyone nowadays has an ebook on solving an industrywide problem or a webinar on implementing the latest trends. While helpful content pieces like these are crucial to generating MQLs, it’s hard to get noticed with all the noise clamoring for your audience’s attention.

One of my favorite authors, Robert Cialdini, explains in his book Pre-Suasion that what is focal is causal. In other words, whatever we perceive as important — despite its statistical significance — is considered more influential. What this tidbit of wisdom means for marketing and sales professionals is that we have to consider what is top of mind for our audience when creating content, even if their focus is not the root problem.