handbook: How to process MQLs

src/handbook/sales/v2/index.md

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 # Sales Handbook (v2)
 
 > Under construction. This is the new Sales structure being built in parallel with the existing Sales Handbook.
+
+## Processes
+
+- [MQL Handling](./mql-handling.md) — Step-by-step guide for handling inbound MQLs, from research to same-day follow-up
+- [Edge Connectivity Sales Process](./edge-connect-process.md)

src/handbook/sales/v2/mql-handling.md

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+---
+navTitle: MQL Handling
+---
+
+# MQL Handling Process
+
+A Marketing Qualified Lead (MQL) represents a contact that marketing has evaluated and determined ready for direct sales engagement.
+Before acting, understand why: the [lifecycle stages table](/handbook/sales/hubspot/#lifecycle-stage)
+defines the exact criteria that elevate a contact to MQL status — this is not a cold lead.
+Marketing has already done the work to confirm fit signals.
+
+The goal of the process is to convert MQLs into first meetings with prospective buyers
+and further into qualified pipeline.
+
+Speed is of the essence. Same-day follow-up is **required**. Research and
+outreach should happen on the day the MQL lands. Every hour of delay reduces conversion probability.
+
+## Step by Step Plan
+
+### Step 1: Review the MQL in HubSpot
+
+Open the contact record in HubSpot as soon as you are notified of a new MQL.
+
+- Check the `Lead Status` field — it should be set **Open**.
+- Review the activity timeline: what triggered the MQL? (form submission, trial sign-up, contact request, webinar registration, etc.)
+- Review the original source of the MQL if available (AI Referrals, Organic Search, Direct Traffic, Referrals, Paid Search, Offline Sources, Paid Social, Organic Social, Email Marketing, etc.)
+- Check and update the [activation category](/handbook/marketing/lead-activation/) applies: inbound, intent outbound, warm outbound, or cold outbound. This shapes your messaging angle.
+- Check if there is an existing deal or prior contact history.
+   - If so, understand investigate if this is a stakeholder in a current deal or expension opportunity.
+
+### Step 2: Research the Contact
+
+Spend approximately 5 minutes researching the person before reaching out.
+Do not skip this step — personalization depends on it.
+
+Find and update Hubspot with:
+- Their LinkedIn profile
+   - Investigate their current role, tenure, background, recent activity or posts
+- What they likely care about given their title (operations, IT/OT, engineering, management)
+- Any shared context: mutual connections, events, content they engaged with
+- Request Clay to update the fields in Hubspot if needed.
+
+Research the account the contact is employed at. Update the Account fields where needed.
+- Company size, industry, and geography
+- Technology stack or known operational setup (relevant to Node-RED / OT/IT use cases)
+- Recent news, funding, growth signals, or hiring patterns
+- Whether they are likely an ICP match (manufacturing, industrial automation, OT/IT convergence)
+
+### Step 3: Assess Fit Before Reaching Out
+
+Before writing the email, make a quick fit assessment:
+
+- Does the company match the [Ideal Customer Profile](/handbook/marketing/messaging/#ideal-customer-profile-(icp))
+- Update the ICP field in the Contact with "Yes" or "No" based on your fit assessment. **Don't leave that field empty.**
+- Is the contact title aligned to a buying role or influencer role?
+- Is this an **education** contact? (university, school, academic institution)
+
+If the contact is clearly from an **education institution**, move directly to Step 4b.
+
+## Step 4a: Send a Personalized Follow-Up Email (Commercial MQLs)
+
+Send the first email **the same day** the MQL lands. Use a HubSpot sequence to
+automate delivery timing and follow-up steps, while keeping the content personal.
+
+What each email must include:
+1. A personal opener — reference something specific: their role, the company, what they signed up for, or a relevant industry challenge. Do not use a generic opener.
+2. A short, relevant question about their problem or use case — ask about what they are trying to solve, not about FlowFuse. Examples:
+   - "Are you looking to connect OT data across multiple sites, or is this more of a single-plant initiative?"
+   - "What does your current setup look like for managing Node-RED deployments?"
+   - "Is this for a production environment or still exploratory at this point?"
+3. A meeting booking link — include your HubSpot meetings link to make it easy for them to book time directly.
+
+Use the approved HubSpot email templates as a starting point, then personalize based on your research.
+Templates handle structure; your job is to make it feel like a 1:1 message.
+
+Log the email in HubSpot and update `Lead Status` to **In Progress**.
+
+## Step 4b: Send a Standard Template (Education MQLs)
+
+For contacts from educational institutions (universities, colleges, schools), a
+standard follow-up template is sufficient. Personalization effort beyond the
+basics is not required.
+
+- Use the designated education follow-up template in HubSpot.
+- Include a brief acknowledgement of their context (student, researcher, educator).
+- Include a meeting booking link.
+- Log in HubSpot and update `Lead Status` to **Unqualified**.
+
+## Step 5: Schedule a Follow-Up Call Task
+
+Immediately after sending the email, create a HubSpot task on the contact record:
+
+- **Type:** Call
+- **Due date:** 1 business day after the email was sent
+- **Title:** "Follow-up call — [Contact Name]"
+- **Notes:** Include the email angle used and any open questions to explore on the call.
+
+This ensures no MQL falls through the cracks. The call is the second touch.
+The goal is to have a live conversation, confirm interest, and begin qualifying toward SQL.
+
+## Step 6: Execute the Follow-Up Call
+
+On the scheduled day, call the MQL. If no answer, leave a brief voicemail and
+log the attempt in HubSpot.
+
+On the call, aim to:
+- Reference the email you sent
+- Ask the open questions prepared during research
+- Begin the qualifying conversation (see [MQL to SQL qualifying questions](/handbook/sales/hubspot/#from-mql-to-sql---qualifying-questions))
+
+If the contact is ready to move forward, schedule a discovery meeting and update the lifecycle stage to **SQL**.
+
+## Summary Checklist
+
+| Step | Action | Timing |
+|------|--------|--------|
+| 1 | Review MQL in HubSpot, check trigger and history | Day 0 (same day) |
+| 2 | Research contact and company (~5 min), update Clay/HubSpot fields | Day 0 |
+| 3 | Assess ICP fit and contact type (commercial vs. education) | Day 0 |
+| 4a/4b | Send personalized email (or standard education template) with meeting link | Day 0 |
+| 5 | Create HubSpot call task due next business day | Day 0 |
+| 6 | Execute follow-up call; qualify or log attempt | Day 1 |