Zoominfo

OCTOBER 5, 2021

Work to reach agreement on the definition of a marketing-qualified lead (MQL ), a sales-qualified lead (SQL), and where account-based marketing (ABM) fits in — and get specific. Sales goals can include follow-up time, frequency, and the percentage of leads that the sales team is expected to follow up with.

Lead Ranking 130

Lead Ranking Marketing Qualified Leads Paid Content Top of Funnel 130

Marketing Interactions

AUGUST 15, 2021

Shouldn’t sending people who actively engage and show interest in solving the problem be the core qualification for a marketing qualified lead (MQL)? In most lead scoring schemas, you award higher points for form fills and downloads or event registration and attendance and lower for web page views, frequency, and recency.

Marketing Qualified Leads 62

Marketing Qualified Leads Lead Ranking Sales Qualified Leads High Quality Lead 62

Inbox Insight

JANUARY 22, 2019

What’s more, you need to consider how you can leverage audience insight (whether that be from secondary research and access to second and third party intent data sources) to acquire the most accurate understanding of your chosen audience segments. How will you provide added value? • How are competitors not fulfilling need? •

Planning 74

Planning B2B Marketing Marketing Plans B2B 74

The Point

APRIL 23, 2020

Lead to MQL) and identify emails or even entire tracks that might need a refresh. Consider adding segmentation (a separate track for a key persona, for example) as a way to add relevance and increase click-through rates. With the right design, frequency, and content, however, a blog can be a key driver for SEO and lead generation.

Budget Management 263

Budget Management Spending Work Management Marketing Management 263

Inbox Insight

JANUARY 22, 2019

What’s more, you need to consider how you can leverage audience insight (whether that be from secondary research and access to second and third party intent data sources) to acquire the most accurate understanding of your chosen audience segments. How will you provide added value? • How are competitors not fulfilling need? •

Planning 51

Planning B2B Marketing Marketing Plans B2B 51

Terminus

OCTOBER 20, 2020

With the advent of marketing automation platforms about 20 years ago, B2B marketers became obsessed with “inbound marketing” and trying to hit MQL goals to fuel their sales team. If they get good at creating tight segments and associating personalized messages with them, they can experience huge lifts in display ad performance.

Top of Funnel 41

Top of Funnel Account Based Marketing ABM Lead Ranking 41