Trending Sources

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.

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.

7 Steps to Defining a Marketing-Qualified Lead (MQL)

Marketing Action

Getting the right leads, and only the right leads, from marketing to sales is a tall order. Some organizations qualify leads in multiple stages, for example: Marketing-Qualified Leads: The prospect has demonstrated some level of interest or engagement that tells marketing this is a genuine lead. Define the qualified lead.

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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.

5 Metrics Every B2B Marketer Should Track

Digital B2B Marketing

You have a lead generation program. marketing automation program. Even though reporting shows you are becoming a better marketer, it doesn’t show how marketing, overall, is progressively improving your company’s position. Unless you are Google, IBM or Oracle, there is a good chance part of your market doesn’t really know you exist. Your Turn.

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. Why is that you ask? Not a great strategy if you ask me.

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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. They hammered out: A glossary to ensure everyone spoke the same sales and marketing language. Looked great on paper.

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. But assuming the numbers in this sample marketing budget hold true, that’s exactly what you need to do.

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. 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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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.

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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.

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.

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.

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.  To go further, do you calculate the ROI of networking? 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. Lead/Conversion Metrics.

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Can the value of lead nurturing be quantified?

Sales Engine

Most marketing and sales leaders in the business-to-business world know that nurturing leads is essential to maintain a digital connection with buyers who want to learn about a business pain, product, or service—but who are not yet interested in talking to a sales person. So why are many sales and marketing departments in B2B companies continuing to work together in a linear fashion?

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.

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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.

How to Use Interactive Quizzes to Make Your Sales Team Smarter

Act-On

Due to the addictive nature of BuzzFeed quizzes, interactive content (with quizzes as the star performers) has been dazzling marketers since it burst onto the scene a couple of years ago. Naturally, we started integrating them into our strategic repertoire to drive awareness and leads. Content marketing is already expensive, because it takes time and resources to pull it off.

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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B2B: How to Close Your Sales Qualified Leads

The Forward Observer

Artillery B2B Marketing Blog > The Forward Observer Are you faltering at the goal line when it comes to closing sales qualified leads? The B2B sales lead game has changed. Marketing Qualified Lead (MQL). Sales Qualified Lead (SQL). Information Qualified Lead (IQL). Marketing Qualified Lead (MQL).

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Inbound Lead Conversion Tips You Need to Know

3D2B

As a B2B marketer, it’s easy for you to get caught up in lead generation. After all, you often get measured on the number of leads you generate and even the cost-per-lead. But the truth is, none of that matters unless the leads convert. Inbound leads without a strategy for conversion are like kindling and logs without a match. Qualify leads.

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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. stand corrected. Alignment.

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Do The Math: Ensure Marketing and Sales Goals — and Staffing — Match

Captora

The good news: Your marketing organization has figured out how to generate 1,000 leads per month systematically. Get ready to start refreshing those untouched lead reports… Sound familiar? This scenario illustrates an important lesson: Closely monitoring sales capacity to ensure alignment with marketing projects should be top of mind. What is the sales comp plan?

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

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. Find New Customers is a Gold partner for Silverpop and closely aligned with Eloqua and Marketo.). I’m the President of Find New Customers and I recently had the pleasure of interviewing Jim Burns, CEO of Avitage , in a podcast.  I asked Jim for an example of why great content is so important in B2B lead generation. They didn’t define what a lead was, for example.  It has no fuel. “Can you share an example, Jim?”

4 B2B Marketing Hurdles – And How to Jump Right Over Them

It's All About Revenue

Today’s post comes courtesy of Sean Callahan , Senior Manager, Content Marketing at LinkedIn. These days, B2B marketers are running hard just to stand still. They must run to stay up on new marketing technologies, and they hustle to stay ahead of their competitors – all the while trying to leap over the new hurdles that stand in their way. The digital world has made marketing more complex, but at the same time new marketing technologies have provided effective ways to reach prospects and customers as they self-educate through the buying process.

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.

How Many Leads Does Your Sales Team Need?

Sales Engine

Marketing automation and lead management systems have allowed for a near-scientific breakdown of the sales funnel. Leads in each stage of the buying process meet very specific criteria and behave in certain predictable ways. Technological tools allow marketers to score leads and move them through the buying journey with the help of nurturing content. It seems that this once-complex process can be distilled to an algorithm. After this digital dialogue however, a sales rep still must fully qualify the lead and close the sale.

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Frenemies: The Dangerous Distrust Between Sales and Marketing

Sales Engine

Marketing, on the other hand, often has a different definition of a qualified lead. In fact, according to Gleanster , 30 to 50 percent of leads in a pipeline are not ready to buy. What is a marketing-qualified lead (MQL)? What is a sales-accepted lead (SAL)? What is a sales-qualified lead (SQL)? Next, agree on a process.

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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.

Universal Lead Definition: Why 61% of B2B marketers are wasting resources and how they can stop

B2B Lead Generation Blog

Tweet Confession: I wish I could flash this across every marketer’s computer screen the moment it powered up: A universal lead definition (ULD) clarifies what a lead is to everyone in your organization. Has been qualified as sales-ready. Spells out the responsibilities and accountabilities of Sales and Marketing. Makes Marketing and Sales more efficient.

4 Revenue Sources Most ROI Calculators Miss (Part 2 of 2)

ViewPoint

This is Part Two of a two-part blog (read part 1 here) about how to improve accuracy in lead/revenue projections in organizations with a complex sales process: To recap part one, simple lead generation calculators miss these four things: They don’t take critical metrics (like last year’s revenue) into account. Comprehensive Lead/Revenue Calculator for 2016.

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Marketing 101: How to get started in lead generation

B2B Lead Generation Blog

Tweet I was recently reading your blog “ Lead Generation: Who knows the customer better – Marketing or Sales? It’s been really fascinating to me to try and figure all this sales and qualifying a lead thing out. I’ve been employed to do a tough task in a small composite company that doesn’t have the finances to employ specialists. Do you have any advice or books on how to effectively get leads and qualify them and the processes involved in doing so? Experienced lead gen marketers reading this: What did I overlook?

Measuring Year-End Marketing KPIs – Where’s the Data?

Act-On

Marketers are gearing up to close out the year strong with holiday marketing, a topic we covered in last month’s post about holiday marketing. The sales cycle may vary for your business but year-end marketing opportunities are still available, so make sure to check out last month’s post. Marketing Automation Tools. Leads by Source trending data. Sentiment.

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 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”. How many leads are needed in order to help sales meet their revenue goals?

B2B Sales and Marketing Trends for 2015

Great B2B Marketing

At the beginning of each year, my team and I publish a report on significant trends in B2B sales and marketing. We see many B2B companies adopting an end-to-end marketing and sales framework that: Attributes new revenue to specific lead sources. Combines marketing and sales reporting in a dashboard view. Trend 4:  Tighter alignment of the sales and marketing functions.

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Hey Marketing: An Inquiry Is Not A Lead

B2B Marketing Insider

I had lunch with two leaders in the marketing technology and software startup space last week. We were discussing some of the biggest challenges marketers are facing today. We all agreed that a common understanding of the difference between an inquiry and a lead continues to be one of the biggest mistakes marketing makes. And So what is a lead? What Is A Lead?

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