Directive Agency

FEBRUARY 1, 2022

The original demand waterfall was published by SiriusDecisions (now part of Forrester) back in the early to mid-2000s. It introduced a number of novel concepts such as MQLs, SALs, and SQLs to the world and has been adopted by the vast majority of B2B brands. Now, there’s another version… released last year under the Forrester brand.

Demand 59

Demand Lead Ranking Top of Funnel B2B 59

Engagio

SEPTEMBER 20, 2021

Adjust your definition of MQLs and MQAs. Not everyone who shows interest in your product or service can be an MQL. Automate notifications. Anything and everything that requires immediate response from Sales or a customer-facing team needs to have automated notifications.

DemandBase 71

DemandBase Lead Ranking Marketing & Strategy Lead Scoring 71

SnapApp

MAY 29, 2018

To visualize this dynamic, we say that buyers are on a journey. Specifically, the journey from lead prospect marketing qualified lead (MQL) sales qualified lead (SQL): ( Source ). MQLs are leads that have shown direct interest in your product/service through a specific marketing channel. Hurts, doesn’t it?

Sales Qualified Leads 103

Sales Qualified Leads Lead Ranking High Quality Lead Top of Funnel 103

Strategic-IC

SEPTEMBER 25, 2018

How can you drive value at every stage of the buyer's journey, with video content? Driving Value With Video Across the Buyer's Journey. That's a staggering insight from Forrester research a while ago. For example, you get an MQL, a lead in, and you provide that to the sales team. You can also view the full video here.

Top of Funnel 54

Top of Funnel Lead Ranking Lead Scoring Video Marketing 54

GreenRope

NOVEMBER 13, 2016

The MQL (Marketing Qualified Lead) – A marketing qualified lead is someone who is ready to get to know what you are offering. The MQL is window-shopping. Forrester Research found that companies who engage early win 74% of deals, while those that do not, win around 26%. Take a look at the journey below. Nurture them.

Sales Qualified Leads 40

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Top of Funnel 40

GreenRope

NOVEMBER 13, 2016

The MQL (Marketing Qualified Lead) – A marketing qualified lead is someone who is ready to get to know what you are offering. The MQL is window-shopping. Forrester Research found that companies who engage early win 74% of deals, while those that do not, win around 26%. Take a look at the journey below. Nurture them.

Sales Qualified Leads 40

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Top of Funnel 40

GreenRope

NOVEMBER 13, 2016

The MQL (Marketing Qualified Lead) – A marketing qualified lead is someone who is ready to get to know what you are offering. The MQL is window-shopping. Forrester Research found that companies who engage early win 74% of deals, while those that do not, win around 26%. Take a look at the journey below. Nurture them.

Sales Qualified Leads 40

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Top of Funnel 40

GreenRope

NOVEMBER 13, 2016

The MQL (Marketing Qualified Lead) – A marketing qualified lead is someone who is ready to get to know what you are offering. The MQL is window-shopping. Forrester Research found that companies who engage early win 74% of deals, while those that do not, win around 26%. Take a look at the journey below. Nurture them.

Sales Qualified Leads 40

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Top of Funnel 40

GreenRope

NOVEMBER 13, 2016

The MQL (Marketing Qualified Lead) – A marketing qualified lead is someone who is ready to get to know what you are offering. The MQL is window-shopping. Forrester Research found that companies who engage early win 74% of deals, while those that do not, win around 26%. Take a look at the journey below. Nurture them.

Sales Qualified Leads 40

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Top of Funnel 40

GreenRope

NOVEMBER 13, 2016

The MQL (Marketing Qualified Lead) – A marketing qualified lead is someone who is ready to get to know what you are offering. The MQL is window-shopping. Forrester Research found that companies who engage early win 74% of deals, while those that do not, win around 26%. Take a look at the journey below. Nurture them.

Sales Qualified Leads 40

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Top of Funnel 40

GreenRope

NOVEMBER 13, 2016

The MQL (Marketing Qualified Lead) – A marketing qualified lead is someone who is ready to get to know what you are offering. The MQL is window-shopping. Forrester Research found that companies who engage early win 74% of deals, while those that do not, win around 26%. Take a look at the journey below. Nurture them.

Sales Qualified Leads 40

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Top of Funnel 40

GreenRope

NOVEMBER 13, 2016

The MQL (Marketing Qualified Lead) – A marketing qualified lead is someone who is ready to get to know what you are offering. The MQL is window-shopping. Forrester Research found that companies who engage early win 74% of deals, while those that do not, win around 26%. Take a look at the journey below. Nurture them.

Sales Qualified Leads 40

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Top of Funnel 40

GreenRope

NOVEMBER 13, 2016

The MQL (Marketing Qualified Lead) – A marketing qualified lead is someone who is ready to get to know what you are offering. The MQL is window-shopping. Forrester Research found that companies who engage early win 74% of deals, while those that do not, win around 26%. Take a look at the journey below. Nurture them.

Sales Qualified Leads 40

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Top of Funnel 40

GreenRope

NOVEMBER 13, 2016

The MQL (Marketing Qualified Lead) – A marketing qualified lead is someone who is ready to get to know what you are offering. The MQL is window-shopping. Forrester Research found that companies who engage early win 74% of deals, while those that do not, win around 26%. Take a look at the journey below. Nurture them.

Sales Qualified Leads 40

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Top of Funnel 40

GreenRope

NOVEMBER 13, 2016

The MQL (Marketing Qualified Lead) – A marketing qualified lead is someone who is ready to get to know what you are offering. The MQL is window-shopping. Forrester Research found that companies who engage early win 74% of deals, while those that do not, win around 26%. Take a look at the journey below. Nurture them.

Sales Qualified Leads 40

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Top of Funnel 40

GreenRope

NOVEMBER 13, 2016

The MQL (Marketing Qualified Lead) – A marketing qualified lead is someone who is ready to get to know what you are offering. The MQL is window-shopping. Forrester Research found that companies who engage early win 74% of deals, while those that do not, win around 26%. Take a look at the journey below. Nurture them.

Sales Qualified Leads 40

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Top of Funnel 40

GreenRope

NOVEMBER 13, 2016

The MQL (Marketing Qualified Lead) – A marketing qualified lead is someone who is ready to get to know what you are offering. The MQL is window-shopping. Forrester Research found that companies who engage early win 74% of deals, while those that do not, win around 26%. Take a look at the journey below. Nurture them.

Sales Qualified Leads 40

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Top of Funnel 40

GreenRope

NOVEMBER 13, 2016

The MQL (Marketing Qualified Lead) – A marketing qualified lead is someone who is ready to get to know what you are offering. The MQL is window-shopping. Forrester Research found that companies who engage early win 74% of deals, while those that do not, win around 26%. Take a look at the journey below. Nurture them.

Sales Qualified Leads 40

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Top of Funnel 40

GreenRope

NOVEMBER 13, 2016

The MQL (Marketing Qualified Lead) – A marketing qualified lead is someone who is ready to get to know what you are offering. The MQL is window-shopping. Forrester Research found that companies who engage early win 74% of deals, while those that do not, win around 26%. Take a look at the journey below. Nurture them.

Sales Qualified Leads 40

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Top of Funnel 40

GreenRope

NOVEMBER 13, 2016

The MQL (Marketing Qualified Lead) – A marketing qualified lead is someone who is ready to get to know what you are offering. The MQL is window-shopping. Forrester Research found that companies who engage early win 74% of deals, while those that do not, win around 26%. Take a look at the journey below. Nurture them.

Sales Qualified Leads 40

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Top of Funnel 40

GreenRope

NOVEMBER 13, 2016

The MQL (Marketing Qualified Lead) – A marketing qualified lead is someone who is ready to get to know what you are offering. The MQL is window-shopping. Forrester Research found that companies who engage early win 74% of deals, while those that do not, win around 26%. Take a look at the journey below. Nurture them.

Sales Qualified Leads 40

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Top of Funnel 40

GreenRope

NOVEMBER 13, 2016

The MQL (Marketing Qualified Lead) – A marketing qualified lead is someone who is ready to get to know what you are offering. The MQL is window-shopping. Forrester Research found that companies who engage early win 74% of deals, while those that do not, win around 26%. Take a look at the journey below. Nurture them.

Sales Qualified Leads 40

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Top of Funnel 40

GreenRope

NOVEMBER 13, 2016

The MQL (Marketing Qualified Lead) – A marketing qualified lead is someone who is ready to get to know what you are offering. The MQL is window-shopping. Forrester Research found that companies who engage early win 74% of deals, while those that do not, win around 26%. Take a look at the journey below. Nurture them.

Sales Qualified Leads 40

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Top of Funnel 40

GreenRope

NOVEMBER 13, 2016

The MQL (Marketing Qualified Lead) – A marketing qualified lead is someone who is ready to get to know what you are offering. The MQL is window-shopping. Forrester Research found that companies who engage early win 74% of deals, while those that do not, win around 26%. Take a look at the journey below. Nurture them.

Sales Qualified Leads 40

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Top of Funnel 40

GreenRope

NOVEMBER 13, 2016

The MQL (Marketing Qualified Lead) – A marketing qualified lead is someone who is ready to get to know what you are offering. The MQL is window-shopping. Forrester Research found that companies who engage early win 74% of deals, while those that do not, win around 26%. Take a look at the journey below. Nurture them.

Sales Qualified Leads 40

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Top of Funnel 40

GreenRope

NOVEMBER 13, 2016

The MQL (Marketing Qualified Lead) – A marketing qualified lead is someone who is ready to get to know what you are offering. The MQL is window-shopping. Forrester Research found that companies who engage early win 74% of deals, while those that do not, win around 26%. Take a look at the journey below. Nurture them.

Sales Qualified Leads 40

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Top of Funnel 40

GreenRope

NOVEMBER 13, 2016

The MQL (Marketing Qualified Lead) – A marketing qualified lead is someone who is ready to get to know what you are offering. The MQL is window-shopping. Forrester Research found that companies who engage early win 74% of deals, while those that do not, win around 26%. Take a look at the journey below. Nurture them.

Sales Qualified Leads 40

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Top of Funnel 40

GreenRope

NOVEMBER 13, 2016

The MQL (Marketing Qualified Lead) – A marketing qualified lead is someone who is ready to get to know what you are offering. The MQL is window-shopping. Forrester Research found that companies who engage early win 74% of deals, while those that do not, win around 26%. Take a look at the journey below. Nurture them.

Sales Qualified Leads 40

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Top of Funnel 40

GreenRope

NOVEMBER 13, 2016

The MQL (Marketing Qualified Lead) – A marketing qualified lead is someone who is ready to get to know what you are offering. The MQL is window-shopping. Forrester Research found that companies who engage early win 74% of deals, while those that do not, win around 26%. Take a look at the journey below. Nurture them.

Sales Qualified Leads 40

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Top of Funnel 40

GreenRope

NOVEMBER 13, 2016

The MQL (Marketing Qualified Lead) – A marketing qualified lead is someone who is ready to get to know what you are offering. The MQL is window-shopping. Forrester Research found that companies who engage early win 74% of deals, while those that do not, win around 26%. Take a look at the journey below. Nurture them.

Sales Qualified Leads 40

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Top of Funnel 40

GreenRope

NOVEMBER 13, 2016

The MQL (Marketing Qualified Lead) – A marketing qualified lead is someone who is ready to get to know what you are offering. The MQL is window-shopping. Forrester Research found that companies who engage early win 74% of deals, while those that do not, win around 26%. Take a look at the journey below. Nurture them.

Sales Qualified Leads 40

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Top of Funnel 40

GreenRope

NOVEMBER 13, 2016

The MQL (Marketing Qualified Lead) – A marketing qualified lead is someone who is ready to get to know what you are offering. The MQL is window-shopping. Forrester Research found that companies who engage early win 74% of deals, while those that do not, win around 26%. Take a look at the journey below. Nurture them.

Sales Qualified Leads 40

Sales Qualified Leads Lead Ranking Marketing Qualified Leads Top of Funnel 40

Adobe Experience Cloud Blog

SEPTEMBER 21, 2016

Clean and accurate data is always top-of-mind for B2B marketers because without it, your demand generation team can’t send relevant content to leads and your sales team can’t tailor their conversations with leads during each step of the buyer’s journey. Understand Your Buyer’s Journey.

Lead Ranking 48

Lead Ranking Top of Funnel Marketing Qualified Leads B2B Marketing 48

Terminus

MAY 24, 2017

Marketing automation to nurture, grade, and score contacts and prospects. But alas, Forrester found that less than 1% of leads generated ever turn into customers. If leadership says, “I want the marketing team to generate leads” and they are sticking to the MQL, SAL, SQL, metrics, then share that Forrester stat.

Account Based Marketing 22

Account Based Marketing Lead Ranking Marketing Qualified Leads B2B Thought Leadership 22

Engagio

JUNE 4, 2023

Throughout my career, I’ve had the privilege of being part of two revolutions: the advent of demand generation fueled by marketing automation, and the breakthrough of account-based marketing brought to life by ABM platforms. None would be flagged as an MQL, but there’s clearly something brewing. Leads are too narrow.

Lead Ranking 71

Lead Ranking Marketing Qualified Leads Sales Management Buy 71

6sense

DECEMBER 10, 2021

63pp MQL quality. 70% 4Q21 MQLs YoY. Built a foundation for a personalized customer journey (reduced duplicated CRM accounts by 36%, increased contact-to-account associate by 28%). Segmenting and building journeys based on unique keyword clusters. 307% organic traffic. 454% brand search clicks. +70% 21pp deal win rate.

Lead Ranking 62

Lead Ranking Sales Management Ideal Customer Profiles Top of Funnel 62

6sense

AUGUST 29, 2021

Back in 2019 (which feels like about 12 years ago now), Forrester predicted that by 2025, B2B demand generation efforts would focus predominantly on accounts, not leads. And we knew what stage they were in on the buying journey. But for today’s B2B revenue teams, maintaining the status quo isn’t sustainable. In her book, No Forms.

Lead Ranking 62

Lead Ranking Marketing Qualified Leads Lead Scoring Sales Qualified Leads 62