08/19/25: How to Turn More Leads into Closed Jobs (Understanding MQL vs SQL and Getting the Most ROI from Your Marketing)
In this session, we focused on turning more leads into closed jobs by understanding the difference between Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs), and how to maximize your marketing ROI by effectively managing your leads.
Many deck builders see leads come in but struggle to convert them consistently. This call clarifies what types of leads are being generated, why some leads don’t close, and actionable ways to improve your follow-up process to increase closed deals.
Why This Session Was Valuable
- Not every lead is a perfect fit—and that’s normal. Understanding the difference helps manage expectations.
- Builders shared insights on how they quickly qualify and manage leads, which improves your close rates and ROI.
- The session highlighted realistic expectations while giving you control over maximizing your marketing investment.
Key Highlights
1. MQL vs SQL
- MQL (Marketing Qualified Lead): Interested, fits your ideal customer profile, and came through marketing channels.
- SQL (Sales Qualified Lead): The lead has the right fit, budget, and is ready to buy.
- Why it matters: Understanding this distinction helps you prioritize your time and focus on leads most likely to close.
2. The "Leaky Bucket" Problem
- Even perfect-fit leads can slip through the cracks if follow-up is slow or sales steps are unclear.
- Immediate, structured follow-up prevents warm leads from going cold.
Key Takeaways
- Not all leads are created equal—focus your time on SQLs, but nurture your MQLs.
- Fast follow-up matters: 5 minutes can make the difference between closing a job or losing it.
- Properly moving leads through your Sales Pipeline and tagging your MQL leads that went unqualified after the initial consultation call helps DBM refine marketing campaigns and attract more of the leads you want.
- Unqualified - Low Budget
- Unqualified - Scope Too Small
- Unqualified - Time Frame
- Unqualified - Not Ready to Buy
- Unqualified - Unresponsive
- 3–5 qualifying questions streamline your sales process and save time.
- Continuous lead nurturing prevents potential clients from going cold.