A Marketing Engaged Lead (MEL) is a lead that has interacted with a brand’s marketing initiatives but has not yet reached the qualification stage to be passed to sales. MELs show initial signs of interest, such as engaging with content or attending events, and are considered prime candidates for further nurturing through targeted marketing campaigns. The MEL stage allows marketers to continue developing the lead’s interest, educating them on the brand’s offerings, and gradually moving them toward becoming a Marketing Accepted Lead (MAL).
Characteristics of a MEL:
• Early-Stage Engagement: The lead has taken initial actions, such as opening emails, clicking on ads, or visiting landing pages.
• Broad Interest: Demonstrates curiosity about a product or service but without clear intent to purchase or specific qualification.
• Part of a Nurture Track: MELs are actively targeted through drip campaigns, personalized emails, or retargeting ads to deepen their engagement.
Examples of Marketing Engaged Leads (MEL)
1. Email Campaign Engagement:
A lead clicks on a link in a promotional email about a new product launch but doesn’t take any further action. They qualify as a MEL based on their interest in the content but require additional nurturing to build deeper engagement.
2. Website Visit Without Conversion:
A lead visits a company’s blog to read an article on industry trends. While they don’t fill out a contact form or request a demo, their behavior indicates interest, making them a MEL.
3. Social Media Interaction:
A lead comments on or shares a company’s LinkedIn post about a recent case study. This interaction shows they are engaged with the brand, and with follow-up efforts, they could progress further in the funnel.
By identifying and categorizing MELs, marketing teams can ensure that these early-stage leads receive the right content and engagement to keep them interested. Nurturing MELs effectively can significantly increase the likelihood of conversion into Marketing Accepted Leads (MALs), fostering a stronger alignment between marketing and sales objectives.