My introduction to marketing models

As many of the potential careers that come from doing my degree at uni involve marketing, and also after hearing brief mentions of marketing models in some of our projects, i felt that i wanted to learn a bit more about the basic marketing models. I hope to have a better understanding for future projects, and can apply the strategies to my work.

The first model i looked into was the qualified leads model (MQL);

This model is all about helping a company find a lead. A lead is the most likely consumer for the product. To begin identifying the lead the team will look at the engagement of potential leads in other areas, for example online searches, downloads and engagement with other brands. This is usually achieved using analytics. The marketing team would also look at three main indicators in potential leads, demographics, firmographics and behavioral signals.

 With all of this information the model is designed to separate the lead consumer from the other potential consumers, by seeing how suitable the persons are in relation to the aims and uses of the product, at each stage.

The lead is basically a way to find a target consumer. The lower the number of leads the better as this 'narrows down' the search, and makes a campaign more likely to succeed.

The second model was Net promoter score (NPS);

This model is used to see how many customers would recommend the brand/company to someone else. It is like seeing how successful the brand is through word of mouth, and gages the overall satisfaction of the customer, and their loyalty to the brand.