Quantifying the Value of Lead Nurturing: A Case Study
Sales Engine
AUGUST 2, 2017
The linear track of anonymous to marketing-qualified lead (MQL) to sales-accepted lead (SAL) to win or loss does not conform to the reality of the way BtoB purchasers shop and buy. The objective was to set an appointment with an outside sales rep, at which point the MQL would become an SAL.
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