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

Act-On

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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4 Ways to Find Marketing Qualified Leads on Twitter

KoMarketing Associates

This week, we’re happy to welcome a guest post from Socedo’s Teena Thach, social media and marketing specialist. But how do you know when you’re looking at a marketing qualified lead? A few telltale signs and characteristics will help you navigate the vast world of online discussion and find those qualified leads that you want. Final Thoughts.

Why the Term “Marketing-Qualified Lead” Creates Serious Confusion – Part I

B2B Lead Generation Blog

SiriusDecisions made a brilliant contribution to B2B marketing several years ago when they created their Demand Waterfall. It seems like everyone I talk to who works in the technology industry, which is an early adopter of marketing innovations, uses the Demand Waterfall framework. All too often, sales and marketing have very different definitions of what a “lead” is.

What’s a “Marketing-Qualified Lead”?

Marketing Action

It’s an essential question: What is a “marketing-qualified lead,” and how exactly does marketing make that determination? Only 23% of sales professionals say marketers consistently deliver sales-ready leads. And worse: According to research from the CEB marketing Leadership Council, 49% of sales reps ignore more than half of all leads from marketing.

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.

Best Practice For Maximizing Marketing Qualified Leads From Your Inbound Marketing Campaigns

Sales Prospecting Perspectives

Recently I had the opportunity to attend the Inbound Marketing Summit 2012 held in Boston and put on by the great people at The Pulse Network. If you were unable to attend, you missed out on some great sessions providing ideas on how to optimize your Inbound Marketing strategies. The two biggest themes of the event, which should come as no surprise, were the use of Mobile marketing and engaging with consumers through Social Media networks. So what is the best way to maximize your leads and get the sales pipeline needed to show a great ROI?

How Does Your Organization Follow Up On Marketing Qualified Leads?

Sales Prospecting Perspectives

I had the chance to attend the Inbound Marketing Summit in Boston last week and was able to enjoy many quality sessions. The event gave me a nice chance to understand what marketing minds are doing locally to leverage digital, mobile and social media marketing to drive a higher volume of inbound marketing qualified leads. My VP of Marketing was asked to set up a speaking slot with my CEO and I in which we discussed the benefits of using an inside team to further filter MQLs. So do you have a process in place for following up on MQLs?

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How ECI Telecom Discovered the Surefire Sign that Sales and Marketing Are Aligned

B2B Lead Generation Blog

Tweet If you’re among the roughly half of B2B companies that have strong alignment between your sales and marketing teams, then congratulations! Michelle Mogelson Levy, Associate Vice President of Marketing Programs, ECI Telecom , learned this the hard way. In late 2009, ECI implemented a new marketing automation program. ” Guidelines on how they would score leads.

A Painless Guide to Planning a Marketing Budget

It's All About Revenue

by Brian Kardon | Tweet this I was with a group of CMOs last week, all of whom were knee-deep in developing their marketing budgets for 2012. The group was divided down the middle with half energized by the process and half dreading it as much as a root canal. But now I look forward to the marketing budget process. And I know precisely what my Marketing team has to do to hit those targets. To explain, I created a sample marketing budget below. o Inquiry to MQL 10% ( Marketing Qualified Lead ). Conversion rates between stages.

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5 Attributes of an Effective Lead Management Process

Hubspot

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. A 2013 study identified generating high quality leads as the number one challenge for B2B marketers. Lead Management

Are you Generating Qualified Leads or Wasting Marketing Dollars?

Great B2B Marketing

If you ask a dozen marketers and sales people for their definition of a qualified lead, you might hear answers ranging from “anyone that’s breathing” to “someone ready to buy today.” This issue often comes to a head when the marketing manager brags about all the qualified leads and the sales manager says something like, “Yes, there a bunch of leads coming in but they stink” (often expressed in more colorful terms). There are several different methods for calculating lead quality. Implement a lead qualification/nurture process.

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Introducing: The Modern Marketer’s Guide to Video

It's All About Revenue

by Amanda Batista | Tweet this Video marketing: You know you need it. But for many marketing organizations it’s difficult to strategize. These are pesky words that often seem to crush video marketing dreams. These KPIs – among others – are indicative of prospect interest and the effectiveness of your marketing. Need More Strategic Video Marketing Tips? Metrics!

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Stop the Insanity; A View on Social Media ROI for Lead Generation

NuSpark

If you’re going to count the time and rates to engage, listen, and monitor social media as part of your ROI calculations, then you’d better start applying that same logic to your paid search agency, your digital agency, your ad agency, internal marketing staff, and any marketing consultants. So before we look at calculating ROI of social media let’s understand the following: Social media marketing IS marketing; and that means the goal is leads and sales; no argument there. All marketing must contribute to revenue. Lead/Conversion Metrics.

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Searching For the Elusive Net New Name

It's All About Revenue

In demand generation , we employ a myriad of tactics to grow our databases, feed our nurturing campaigns and, eventually, drive qualified sales opportunities and revenue. That’s not to say there’s no value in programs like webinars or content promotions run through media partners your target market depends on for resources and information. Anyone running lead guarantee programs is familiar with the traditional cost per lead calculation. by Elle Woulfe | Tweet this. But it all starts at the top of the funnel with the great, unwashed masses. New Names, New Metrics.

Is sales and marketing alignment just a buzzword?

Sales Engine

Sales and marketing alignment has been overused because many B2B companies are still operating with an outdated model where marketing builds branding and awareness and sales books appointments. Sure, marketing may be generating leads , but because most of them aren’t “sales ready,” they’ll be declared DOA (dead on arrival for those of you that don’t watch detective shows).

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Define and Conquer: Tips to Improve Sales and Marketing Alignment

It's All About Revenue

by contributor | Tweet this Editor’s Note: Today’s blog post comes courtesy of Sam Boush, the President of Lead Lizard , a marketing automation agency based in Portland, Oregon that delivers world-class demand generation strategy, lead nurturing and lead scoring programs, lead management processes, and sales enablement programs. Brad Giles, Sr.

The Biggest Contributor to B2B Revenue

B2B Lead Generation Blog

In most B2B companies with complex products or services, marketing-sourced leads rarely account for even half the revenue and often it is much less. To keep valuable field sales resources productive, many of the more innovative sales and marketing departments build “sales development” teams. Very quickly, these teams contribute more pipeline than any other lead source.

Is Your Lead Generation Strategy Broken?

ViewPoint

A broken lead generation strategy could mean trouble for your sales and marketing team, but not just because of the fundamental misalignment between the two departments. Have marketing and sales decided on a shared definition for a qualified sales lead? SQL, a sales qualified lead, which is a lead that results in an closeable opportunity.

Demand Generation Strategies & Lead Management Processes First

ViewPoint

Lack of clarity and erroneous assumptions about demand generation, lead management and marketing automation are effectively addressed in two recent Software Advice whiteboard videos by Carlos Hidalgo, CEO, Annuitas Group , and Executive Director, Marketing Automation Institute. Nonexistent lead management processes. Lack of alignment between marketing and sales.

Lead Generation: 2 simple tips to determine cost per lead

B2B Lead Generation Blog

Tweet Getting to the heart of lead cost is not easy. In today’s B2B Lead Roundtable Blog post, I wanted to explore cost per lead by sharing a few tips and insights from the panel of industry experts that spoke on the subject at MarketingSherpa Lead Gen Summit 2013. Clearly define what a lead is for your organization. Move toward thinking of lead cost in aggregate.

What Percentage of Marketing Leads Should Be Accepted by Sales?

ViewPoint

The biggest disconnect between marketing and sales is the hand-off of marketing qualified leads (MQL’s) to sales and the acceptance of those leads (SAL’s) by sales. My solution to this is having a lead definition agreed upon by marketing and sales, and the establishment of a judicial branch to evaluate leads that are not accepted and passed back to marketing or dead in the funnel. That’s more than 100 percent higher performance for companies that have the rigor of sales acceptance in their lead management process.

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Looking Beyond Sales and Marketing Alignment

Digital B2B Marketing

In many B2B marketing organizations, marketing is expected to deliver leads and sales is expected to close. In a world of perfect sales and marketing alignment, marketing and sales have a common definition of qualified leads, the number of leads needed, when leads should be delivered and how the handoff from marketing to sales will function.

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The High ROI of Attribution: A Total Economic Impact™ Study by Forrester Consulting on Behalf of Bizible [Infographic]

bizible

B2B marketing attribution is an established piece of martech in today’s technology landscape, but marketers are left wondering about the comprehensive ROI of an attribution solution. Bizible customers reported a 734% return on investment, which takes into account the total costs associated with the marketing attribution solution. How much value would it really provide?

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The B2B Content Marketing ROI You Should Care About.

Sales Engine

Measuring content marketing’s return on investment in B2B companies can be a complex calculation, especially if your solution is expensive, requires committee-based decisions, and has long and unpredictable sales cycles. Determining that the prospect was qualified and motivated, it turned into an opportunity that was funneled through the sales process and closed.

A Simple 2-Step Technique for Improving Lead Follow Up

The Point

In an era when “demand generation” and “content marketing” are virtually synonymous, most B2B sales leads are the result of a prospect downloading or requesting content. That latter group becomes fodder for ongoing nurturing, in the hope that further education and brand awareness will ultimately result in conversion to qualified leads. There is a better way.

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SiriusDecisions Summit 2015: The Un-Death of B2B Sales

ANNUITAS

As a passionate marketer who strives to transform demand generation each and every day, I tend to think that nothing can shock me. In fact to borrow a graphic from Jeff Lash’s post, here’s how we felt: For years (four long years to be exact) we’ve heard, read and repeated in every presentation we’ve prepared that 67% of the buying process happens online. I stand corrected. Alignment.

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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. The end goal of lead generation is customers, not leads.

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Not All Advice is the Right Advice

ANNUITAS

I’ve been a part of several online conversations recently that have discussed how to get more from marketing automation and improve the return on marketing’s investment. In each of these conversations, folks have weighed in about the importance of sales and marketing working together to define a “lead”. “If If they can just do that”, so goes the refrain, “then marketing and sales will live happily ever after.”. Because there is more than one level of a “lead”. Will all leads be sent to sales? Defining that process will take time.

3 Reasons to Adopt a Scalable Marketing Automation Platform

Modern B2B Marketing

While our demand generation team celebrated this victory, we knew that with a lead database swelling to 70,000 entries and counting, we needed to embrace a more sophisticated, enterprise-grade marketing automation platform. Markets are exploding, so why go one-to-one when you can go one-to-many? The ability to connect with thousands of leads without all the grunt work?

B2B Marketing: The first step a systems integrator took to achieve Sales-Marketing alignment

B2B Lead Generation Blog

Tweet “One of the most important things you can do for your sales team is to generate qualified sales,” Kelly Harman, Vice President, Marketing, Carousel Industries, said at B2B Summit 2012. The marketing team at Carousel attended Sales’ meetings, met with Sales afterwards, and discovered they were only using 5% of the tools Marketing put together for lead generation.

Marketing automation starves without a Content Marketing strategy

Fearless Competitor

B2B Demand Generation | The Importance of Content Marketing. Marketing Automation without great content is a like a Ferrari sitting in the garage. I asked Jim for an example of why great content is so important in B2B lead generation. Great, compelling and remarkable content is much more important for B2B lead generation than which marketing automation platform you choose. The quality of your content plays a very important role in the success of your marketing automation project – regardless of vendor. It has no fuel. JB: Sure.

What The Boss Can Teach Us About Marketing Automation

It's All About Revenue

This time around it's Marketing Automation. WHAT SPRINGSTEEN KNEW ABOUT B2B MARKETING AUTOMATION. When Bruce Springsteen sang, “I just want someone to talk to – and a little of that human touch” he wasn’t talking about marketing automation, but he might as well have been. Think about your marketing automation systems. Marketing Automation

Rules of B2B Lead Scoring – Who’s Hot, Who’s Not

Industrial Marketing Today

Lead scoring has become very important in today’s B2B marketing. Especially now since industrial and technical buyers are relying more and more on online resources for their decision making process. Marketing’s role in interacting with prospects has expanded and goes further into the buy cycle than before. Lead scoring, a key component of lead nurturing and management, is an effective tool for aligning sales and marketing. In developing a lead scoring system, marketing has to make certain assumptions to classify prospects as hot or not.

A Guide to Lead Qualification: The Basics

Sales Intelligence View

As the continuous cycle that is the sales process rolls on, sales’ need to capture more and more business grows. That’s why the sales representatives that are truly successful know the difference between sales inquiries, sales leads, marketing and sales qualified leads, and how they relate to one another. Sales Leads. Marketing and Sales qualified leads.

3 Important Sales Trends & Predictions for 2015

Sales Prospecting Perspectives

B2B sales and marketing leaders will need to decide whether they’re going to invest in content creation as a way to make noise or as a way to add value for customers. In terms of the social activity of sales reps, it’s worth noting that being good and thoughtful curators of content allows individual reps to help advance their organization’s content marketing goals.

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

Act-On

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’ve 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. According to the Aberdeen Group , prospects receive an average of 10 marketing touches from the time they enter the top of the funnel until they’re a closed-won customer. Nurture Metrics.

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Why You Can’t Do B2B Marketing Forecasting Without Attribution

bizible

Well, as far as I know, nobody has that power, but there is something that can get pretty close, and that is marketing attribution. Generally, marketing attribution is known for looking back and not into the future. It takes revenue data and marketing data, and gives revenue credit to the marketing touches that led up to the sale. Full-Funnel Data vs. Lead Data.