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Measuring Acceptance of Marketing Qualified Leads (MQLs)

A Step-by-Step Guide to Assessing MQL Acceptance Rates in HubSpot

Understanding the Challenge

Many organizations using HubSpot want to measure the acceptance rate of Marketing Qualified Leads (MQLs). Specifically, they aim to determine the percentage of leads in the "New" stage that are actively being worked by the sales team.

Step-by-Step Guide to Measure MQL Acceptance Rates

To assess the acceptance percentage of MQLs effectively, follow these steps:

1. Understand Lead Stages

Familiarize yourself with the different stages leads can occupy in HubSpot, which include:

  • New: Leads that have just been identified but not yet engaged.
  • Attempting: Leads that are currently being pursued by the sales team.
  • Disqualified: Leads that have been deemed not viable for sales.

Accepted leads are those that transition from the "New" stage to the "Attempting" stage, regardless of whether they remain in that stage or move to "Disqualified".

2. Create a Funnel Report

Utilize HubSpot’s funnel reporting feature to visualize how leads progress through these stages. This report will help you track the flow of leads from "New" to "Attempting," providing a clear picture of how many leads are actively being pursued by your sales team.

3. Use the Custom Report Builder

For a more detailed analysis, employ HubSpot's Custom Report Builder:

  • Filter for leads that have been marked as "accepted" at any stage in their journey.
  • Incorporate dynamic transitions to get a comprehensive view of lead activity.

4. Analyze Key Data Points

Regularly review the following data:

  • The number of leads currently in the "Attempting" stage.
  • The count of leads that have transitioned to the "Disqualified" stage.

This analysis will give you insights into the number of engaged leads and those that were not accepted, allowing for better strategic planning.

5. Automate Data Collection

To improve the efficiency of tracking, consider implementing workflows that automatically update reporting properties based on changes in lead status. This will ensure that your data is current and reduces manual reporting efforts.

Conclusion

By following these steps, your organization can enhance its understanding of MQL acceptance rates, ultimately leading to better alignment between marketing and sales strategies.

Additional Resources

For advanced reporting needs or any specific configuration questions, don't hesitate to reach out to HubSpot support. You can also explore community forums where you can receive tailored advice from fellow users.