How to Start the PQL Qualification Process

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As noted above, the first step is to define the ideal client profile:

Create a buyer singapore cell phone number list persona—a semi-fictional character that represents your ideal customer. The data is based on market research, existing customer data, and assumptions;
Create negative buyer personas by identifying people who are not the target audience for your product. Identify demographics, behaviors, and value systems that signal a consumer who is either problematic or simply unlikely to purchase your products.
Sooner or later, the free version of the product will exhaust its capabilities. Users who have become convinced of its value and usefulness will want to continue using it. Specifically, at this step, PQL can be identified.

Don’t forget to compare your ideal customer personas with your existing PQLs. Remember that the end goal is not just to get people to buy your product. You need to build long-term relationships with customers who will have a low cost of converting to PQLs.

From PQL to a Regular Customer: Building a Strategy
Converting a user to PQL is not the end point. The next step is to convince the potential customer to make a purchase, and below we will tell you how to do this.

Focus on customer profiles
The key to success is a deep understanding of your target audience. The modern user prefers those companies that provide personalized services and offers. And if you don’t force them to buy the product directly, but let them test it first, it’s a fairytale dream.

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Go back to the customer portraits and answer the question: what is the user's goal when interacting with the product? What customer pain points does your product solve? What problems prevent the user from purchasing the product?

Tip : A well-timed marketing message is more likely to convince a PQL to upgrade to the full product. Create personalized offers, emails, and messages based on existing customer data or previous interaction history.

Help users adapt to the product
First of all, you should make sure that the demo version of the product shows itself from the best side. We do not recommend relying only on the product’s capabilities and the audience’s loyalty. When it comes to user experience, you need to help the client with training and adaptation.

Having directions, tips, tutorials, and product guides will help you get the most out of your product and test its capabilities. It also shows that the company cares about its customers.

Large Western B2B companies have onboarding departments for clients. They train client teams, study their experience and help optimize processes due to certain functions in the product. This is unobtrusive attention from the business, which is then converted for the client into his own profit due to improved business processes or certain individual links.

Tip : Don’t leave users to their own devices. Place tips and tutorials in a visible place. Make sure they can be accessed at any stage of interaction with the product. Make sure guides are translated into the languages ​​spoken by the target audience, and that the support team is available during business hours.

Choose the right time for communication
Modern consumers are increasingly irritated by intrusive messages, advertising and appeals. The best way to gain the support of a potential client is to contact him at a convenient time and in the right place. For example:

provide assistance if the user is having difficulty with a particular function;
suggest additional features and updates;
Start sales conversations when the user is interested in the relevant content (introduction to tariffs).
Tip : Set up a notification system that will inform you about key milestones in the PQL’s behavior. Before starting a conversation with a prospect, familiarize yourself with their data and preferences based on their previous interaction history.

Stay in touch
The worst thing you can do after converting a PQL into a customer is to stop communicating and leave the user alone. Keep in touch with the customer even after reaching your goal: PQL became a customer precisely because of the personalized approach, so keep it up.

In particular, this will help ensure that the client is satisfied with your product. If any problems arise, you will quickly provide appropriate assistance without damaging your reputation or financial costs.

Tip : email newsletters with information about updates, personalized offers, interesting promotions, etc. will help you stay in touch with your client. It is important that the content is useful and unobtrusive.

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