Marketing Interactions

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Why Sales Shuns B2B Marketing Qualified Leads

Marketing Interactions

Shouldn’t sending people who actively engage and show interest in solving the problem be the core qualification for a marketing qualified lead (MQL)? So, let’s look at a few reasons why sales reps shun marketing leads and what (most of) you can do about it. Most Marketing Qualified Leads Are Viewed as Imposters by Sales.

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Why B2B Marketers are Critical to Revenue Operations

Marketing Interactions

Given the above, combined with intent data, analytics, lead/account scoring and feedback loops from sales and customer success, they’re best suited to make strategic adjustments to messaging and content to engage customers and in-market and potential in-market buyers with a continuous storyline. The value they recognize and receive.

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Why Buyer-Driven Qualification Beats BANT

Marketing Interactions

The way B2B companies qualify leads is based on what we want, rather than letting our buyers guide us. There’s also been a lot of talk and research showing that B2B marketers intend to make lead quality a higher priority than lead quantity. Case in point > BANT. The Case to Banish BANT.

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Stop Asking B2B Buyers to Take Leaps of Faith with Content

Marketing Interactions

An early-stage lead downloads a paper that expands on the nature of the problem they’re looking to solve but then sales reaches out with a demo or meeting request – that’s the ultimate leap. Given the who and the learning, what other content do you have that either builds on that or leads your buyers to ask the question it answers?

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Quit Poking the Bear with Gated B2B Content

Marketing Interactions

Because for a reason that may have worked decades ago when information was scarce, the powers that be cannot get past the idea that filling out a form constitutes a lead. Unless it’s a demo form—and sometimes not even then—filling out a form does not make someone a lead who is sales ready. If it did, sales reps wouldn’t shun your MQLs.

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Why You Need to Revisit B2B Buyer Personas and ICPs

Marketing Interactions

Only 16% of B2B marketers rate their current lead nurturing initiatives as excellent, per the 2022 Lead Nurturing & Acceleration Benchmark Survey. A Few Reasons an Update to Buyer Personas is Wise. Timing of touches and developing targeted content for each buyer stage/interest are the top two issues at 49% and 48% respectively.

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The Blandscape of B2B Marketing Content Needs a Bit of Emotion

Marketing Interactions

Marketing fluff and jargony words inspire indifference, leading to disgust when really amplified. Think about how you feel when you come across words like robust, leverage, or leading-edge. Word choices evoke emotional responses. For that matter, so do false or bravado claims that make eyes roll.