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What is a Marketing-Qualified Lead? What MQL Really Means


Just a few years ago, marketers everywhere rejoiced. Reliable marketing metrics were finally here! Definitions were set, processes were tested, sales and executives bought in across the board, and the panacea of the Lead Marketing Funnel brought peace to all. Marketing Qualified Lead (MQL ). The term is broadly used across marketing and sales.

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Why Businesses Need Marketing Qualified Leads


In marketing and sales, we’re always on the lookout for leads. However, not all leads are created equal. Leads that have the biggest impact on your bottom line are Marketing Qualified Leads (MQLs). What is a Marketing Qualified Lead? Every business has their own criteria for determining the quality of a lead. Conclusion.

Introduction to Lead Management

B2B Lead Generation Blog

Tweet If Sales and Marketing were a manufacturing operation starting with raw materials — leads — and ending up with 5% to 20% in deliverable product — won sales — it would soon be shut down to determine what is wrong. However, companies continue to spend untold dollars on lead generation efforts ultimately doomed to fail. 79% have not established lead scoring.

6 Steps to Fix a Leaky Pipeline

Marketing Action

Lead generation often focuses on one thing above all others – funneling as many leads as possible into the sales pipeline. That’s a good thing; it helps make sure your sales reps have plenty of qualified leads when it comes time to close those deals. But what if your lead pipeline has sprung a leak? Marketing can be a jargon-fest.

It’s the last Friday of Q1. Where are your sales prospects for Q2, Q3 and Q4?

Fearless Competitor

While everyone’s trying to close every deal before the quarter ends today, think about this: “A  2011 joint study by Vorsight and The Bridge Group  noted, “On average, sales reps report that only 31% of all leads generated fit their ideal customer profile. Said another way, sales reps believe roughly 70% of the leads they receive have a low probability to purchase.”  And data from  a recent IDC Technology Marketing Barometer Study  indicates that year-over-year, between 2011 and 2012, our marketing and sales alignment around demand generation has actually gotten worse.”

Customer Lifecycle Metrics, Part 3: Nurture, Score, Repeat

Marketing Action

Now it’s time to nurture those prospects and turn them into qualified leads.  In part three of this series on customer lifecycle metrics, we’ll focus on the metrics that measure how well you’re nurturing leads, building their trust, and bringing them along on the journey to buy. Depending on the business you’re in, the lead nurturing road can be a long one.

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Customer Lifecycle Marketing: Reporting, Part 2

Marketing Action

This series looks at the five sequential stages in the B2B marketing lifecycle, and discusses the key metrics for each that can be used to gain key insights. These are typically the stages that garner the most attention, as lead generation remains the most pressing concern at the typical company. Are there nurturing steps at which leads stall or drop out? Nurture.

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My Secret Methods for Turning Marketing Leads into Qualified Sales Leads

Modern B2B Marketing

by Jon Miller The Definitive Guide to Sales Lead Qualification and Sales Development. Some of these best practices include common definitions for a qualified lead between marketing and sales; lead scoring to identify suspected quality leads; a strong lead management process to manage the handoffs; and the use of marketing automation to power the whole thing.

4 Components of Successful Demand Generation Marketing

Modern B2B Marketing

Today B2B marketers have to take a leadership role in lead generation – it’s not good enough to provide names on a list, you’ve got to create a conversation and hopefully, a relationship for success. In other words, you’ve got to generate and manage demand. So, what does it mean to be a demand generation marketer? Demand marketers use marketing automation.

What Type of B2B Leads Do You Have: IQLs, MQLs, or SQLs?

The Forward Observer

Artillery B2B Marketing Blog > The Forward Observer You''ve got leads, but are you focusing on the most promising ones? One of the most important roles for B2B marketers is lead generation. Unfortunately for some companies, that’s where marketing’s job description tapers off. Just generate leads. Marketing Qualified Lead (MQL).

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Right Message, Wrong Target – A Field Guide

Acquiring Minds

In a never ending pursuit of new business, a marketing team has launched both inbound and outbound marketing programs to target a new market segment. What if marketing and sales are communicating the  right message but to the wrong audience? The prospect only agrees to accept collateral or opt-in to nurture marketing. Something has gone awry. Conclusion.

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Dynamic Duo: Close More Deals with Sales and Marketing Alignment

Modern B2B Marketing

Author: Stacey Thornberry A joint Marketo and Reachforce research piece found that businesses are 67% better at closing deals when sales and marketing work together. And in previous posts I’ve written about how critical it is for marketing and sales to work together to create best practices, deliver more quality leads, and drive higher-impact deals. Lead Scoring.

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The 3 Massive Marketing Hang-ups Account-Based Marketing Can Solve


Unless you’ve had your head in the sand, you’ve heard about account-based marketing (ABM). Historically, lead generation has been the engine that drives B2B profits. But in either case, traditional lead generation has also been plagued by a small handful of recurring problems — most revolving around lead quantity, lead quality, or return on investment (ROI).

Marketo Data Tells Us: What Is the Top Conversion Rate by Channel?

Modern B2B Marketing

Conversion rate is one of the most important marketing metrics. It’s a metric that lead generation marketers—from practitioners all the way up to CMOs—are measured on. And that’s because today marketing owns just as much of the pipeline as sales does, and conversion rate is a great indicator of pipeline health—starting from the marketing end of the funnel.

Confessions of Former Lead Marketers on Switching to Account-Based Marketing


When it comes to shifting from lead generation – in which marketers produce as many leads as possible before qualifying them later in the process – to account-based marketing, where an organization strategically considers and communicates with prospects, there’s a simple quote to sum it up. Account Based Marketing Videos

Dismantling The Brick Wall: 3 Things That Separate Sales & Marketing & Hinder Sales Effectiveness

Modern B2B Marketing

by Carol Fox There’s nothing more frustrating than struggling to put a top-notch B2B marketing effort together, only to hit a brick wall of poor sales results. Often the wall exists as a function of poor sales and marketing alignment. This isn’t a new dilemma; companies have been dealing with the successful transition of leads from marketing to sales for what seems like forever.


Right Message, Wrong Target – A Field Guide

Acquiring Minds

In a never ending pursuit of new business, a marketing team has launched both inbound and outbound marketing programs to target a new market segment. What if marketing and sales are communicating the  right message but to the wrong audience? The prospect only agrees to accept collateral or opt-in to nurture marketing. Something has gone awry. Conclusion.

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10 Myths About Lead Quality: Busted


Your leads are the driver of your business. To grow and to gain customers you need to have quality leads that are actively engaged in your organization’s offerings—leads that are a fit for organizations strategy. While every organization has a unique approach to categorizing its leads, there are several myths associated with lead quality many organizations fall to.

How to Improve Your Marketing Automation ROI

Sales Lead Insights

Effective B2B marketing processes plus automation yield outsized returns. According to the study results, Marketing Automation technology paired with appropriate, systemic processes can yield four to five times the number of closed deals when compared to deployed technology alone. It’s not about generating more leads; it’s about identifying the right leads.

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5 Attributes of an Effective Lead Management Process


Inbound marketing is a powerful strategy. When we implement it for a company here at Imagine Business Development, we will typically see a 2 to 7 times increase in lead generation in the first year and a 5 to 10 times increase in future years. 2013 study identified generating high quality leads as the number one challenge for B2B marketers. Lead Managemen

How to Use Analytics to Get a Promotion: 10 Metrics That'll Help Your Cause


If you can tell a story to your boss using data -- your value in leads or revenue generated for the company -- then you'll make a much more compelling case for why you deserve a promotion. For all you HubSpot customers, we'll go over how to find them in HubSpot, too.). 1) Track Lead Sources. Once a marketer creates a piece of content, their work isn't done.

Top 10 Blog Posts of 2014: A Look Back at Act-On’s Most Popular Content

Marketing Action

87 New (Really) Marketing Automation Stats. But since digital marketing is such a fast-moving discipline, data points that are over two years old can seem ancient; those of us with the responsibility of creating marketing collateral and content need to make sure our numbers add up – and that they’re up to date. Steps to Defining a Marketing-Qualified Lead (MQL).

9 Strategies for Improving Lead Quality From B2B PPC Campaigns


You’ve poured thousands of dollars into your Pay-Per-Click (PPC) search campaigns and have managed to generate a substantial number of leads. You’re rocking your conversion rates and your cost per lead is great. It’s only when you start analyzing your results and dig a little deeper that you realize an overwhelming majority of these leads are in essence “junk leads”.

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B2B Marketing Automation: Crawl, Walk, Run, Win

Sales Lead Insights

B2B marketing automation, if done right, is an efficient and cost-effective tactic for engaging your prospects and helping them move forward in their buying process; ultimately generating more of the qualified, sales-ready leads that your salespeople and channel partners need to meet your company’s sales, revenue and growth goals. Step 2: Develop Lead-Stage Campaigns.

What is a Lead? What is a Prospect?

B2B Lead Blog

As marketing rapidly evolves with marketing automation and predictive lead scoring , metrics and definitions evolve. Lead and Prospect are two words we hear a lot in marketing and sales roles but very rarely meaning the same thing. It’s actually critical to both marketing and sales success that these have a clear, measurable meaning.


How Do I Prepare for Marketing Automation?

Marketing Action

We’re in the early days of marketing automation. In fact, I believe that marketing automation (MA) adoption is today where social media adoption was in 2004. VentureBeat reported just last year that only about 3% of non-tech companies have adopted marketing automation. And just as social was confusing to marketing and business leaders ten years ago, MA can be confusing today.

Digital Marketing Glossary, Part 2

Marketing Action

In the first installment of this series, I commented that I’d gotten “lead gen” and “demand gen” mixed up. Seems I am not alone, so before we leap off into the next group of definitions, a few more words are in order about “demand generation vs. lead generation.”. Lead generation is one tactic, used to obtain contacts.”. lead nurturing, lead scoring, etc.).

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NuGrowth Update: Delivering Sales and Marketing as a Service is Easier – and More Profitable – with Marketing Automation

Marketing Action

NuGrowth Solutions is an innovative agency specializing in business development, customer relationship management, and digital marketing. Their focus is on helping B2B companies build world-class sales and marketing organizations using proven, scalable processes for acquiring new clients. We engage as a full marketing partner for clients. Is that still the case? How so?

CRM Series: 3 Ways CRM Integration Creates Alignment and Drives Sales

Modern B2B Marketing

He is the CEO and chief marketing evangelist at LeadMD. The The company helps businesses generate and manage leads better through marketing automation processes and technologies. Integration is really kind of a dirty word in marketing – it scares a lot of execs to even say it. There are a lot of marketing “dinosaurs”. We’ll call this marketer Lead Rex.

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Loose Coupling and Analysis of the Marketing Process

Digital Body Language

When analyzing the flow of leads through your marketing organization, and into your sales organization, how you design the stages in the process has a significant impact on both how you are going to be able to analyze it, and how you are going to be able to optimize it in the future. Your marketing team, for example, may pass marketing qualified leads (MQLs) to your sales team.

Marketers are from Mars, Sales reps are from…

Sales Intelligence View

Kelly works with prospective and current customers to “paint a picture” of where they can go with marketing automation and revenue performance management. Even if your company is in one of these situations and is continuing to grow, I guarantee your company’s revenues will be growing faster or bigger with better sales and marketing alignment. This is absurd. 

The Recession is Here - Time to Become an Eco-Marketer

Anything Goes Marketing

When I say that you should become an eco-marketer, I don't mean that you should add some corny green recycle image to your website (who would do that?) or support a "Save the Whales" campaign. Although I'm a big supporter of environmental issues and started my career running an environmental organization , I would like to focus on eco-marketing in terms of demand creation. Chad H.