The CQL in Drift
In July of 2017, we introduced a new marketing metric, the CQL: Conversation Qualified Lead.
Cool! What does the CQL Mean for Marketers?
Marketing and Sales teams using Drift needed a way to show the value they are seeing with Drift and the usual way to measure the leads coming in through the chat on your site doesn't cut it.
There are leads that your sales team is missing because they fall outside the normal MQL, SQL, and PQL buckets you’re using today. The classic marketing metrics that exist today don't take into account those visitors who come to your site and immediately want to buy your product, and the ability to measure this metric is missing.
We define a CQL as a person who you've had a conversation with (via Drift) and they have made it clear to you that:
1. They are interested in buying your product or service, and
2. They're goals can be accomplished with your product
This qualification can be applied manually or automatically by a Bot!
Qualify and Measure CQLs inside the Drift app!
Decide how many bolts a site visitor should be assigned so your sales team can prioritize who to reach out to and when!
This scale shows up directly in your conversations view and can be manually adjusted before, during, and after a conversation and can be added to a user profile via a bot or a member of your sales team.
Where will I see my CQL Stats in the Drift App?
We want to make your CQL stats front and center in the app you can be sure that the right people are talking to the right leads.
How Do I Decide How Many Bolts a Lead Gets?
Qualifying your leads can be a really subjective process that differs based on person to person. To help you out, we put together some guidelines for you to follow so you can keep a scale on how many bolts to apply to each lead!
Not a lead. Someone who might not understand exactly what your product does and needs to do more research on their own to see what you guys are all about.
Definitely should not be put in contact with a member of your sales team.
This doesn't mean that they wont be a CQL at some point, you can always assign them a bolt if they become interested in your product!
|Someone who has come onto your site and asking about your product or service to learn more. |
Make sure your sales team talks to them while they are on your site so you can answer any questions they may have and push them further down your sales funnel!
|Someone who has visited the pricing page a few times and could have chatted to ask about your features. |
Targeting a Playbook to this user the next time they come to your site with a message prompting them to set up a demo or talk to a member of your sales team might be a good way to engage with them!
This is a great way to reach out to multiple leads at the same time using segments and display targeting!
|Someone who has showing interest in scheduling a demo with a member of your sales team or is chatting in looking for more information on their specific use-case.
If a member of your team is the lead owner for that visitor and was routed to the chat through a routing rule , directing that user to that person's calendar to schedule a demo would be a good course of action here.