Buy Buyer's Journey Forrester MQL 
PathFactory
MAY 24, 2024
After being in Austin this month for my ninth consecutive Forrester B2B Summit, I have to say that this is still my favorite B2B industry event. Forrester CEO George Colony kicked off this year’s conference with largely generative AI focused opening remarks, calling it “the biggest technology change of our lifetimes.” Happy watching!
PathFactory
MAY 20, 2022
Well, that’s what I get in spades at Forrester Summit – for me personally and for PathFactory in general. I love Forrester Summit – always have done, always will. So, what validation did I get from Forrester Summit? Marketing & Sales has evolved well beyond their historic MQL obsession.
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PathFactory
MAY 10, 2022
Top industry analysts like Forrester have been following this disconnect for years, and found that highly aligned companies grow 19% faster and are 15% more profitable. Marta has no idea if her content can be attributed to revenue or closed deals; she doesn’t even know if her content is helping move people through the buyer journey.
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.
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. Full Transcript.
SnapApp
MAY 29, 2018
Have the authority to say “Yes, let’s buy this”, not “Um, I’ll have to check with my boss”. Be going to buy soon — not when they’ve raised a seed round in 2 years time. Content saturation and more educated buyers aren’t the only things making the sales process more difficult to manage. To put it simply: MQLs need to be nurtured.
6sense
MAY 9, 2017
The 90% Problem occurs when there is a greater percentage of buyers participating in a marketing campaign than those who ever actually raise their hand or make themselves known. Dell: saw a 3x lift on MQL to SQL conversion, a 2x-6x lift in opportunity size, 50% higher deal sizes, and a 12x return in media spend.
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