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.

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Your Best Demand Generation Practices for 2018

Navigate the Channel

Not only does good demand generation help the supply chain, it also leads to happier customers and more alignment between sales and marketing. Marketing automation platforms have made processes in the middle of the sales funnel far more efficient than ever before.

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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. Marketing’s role in interacting with prospects has expanded and goes further into the buy cycle than before. This has resulted in fewer direct interactions with sales reps from vendors. Lead scoring, a key component of lead nurturing and management, is an effective tool for aligning sales and marketing. Lead scoring increases sales productivity and drives revenues.

inContact: Using Video Marketing to Drive Millions in Pipeline

Vidyard

Whether you’ve got a few videos or you’re a seasoned video marketing pro, it’s always good to get a sense of how top brands are connecting their content to ROI. Scott also qualifies leads by setting up a video content journey.

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The 7 Proven Steps and the 3 Biggest Myths of ABM

Heinz Marketing

ABM continues to deliver a higher ROI than other marketing activities (according to 87% of B2B marketers), and it only gets better over time. The Seven Process of Account Based Marketing. ABM is not a tactic, tool or campaign, but rather an entire go-to-market strategy.A

Quantifying the Value of Lead Nurturing: A Case Study

Sales Engine

Most marketing and sales leaders in the business-to-business world know that nurturing leads is important. Buyers today often use the Internet to research products and vendors long before they’re prepared to make a purchase.

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.

How To Generate More MQLs from a B2B SEO Program

KoMarketing Associates

Generating marketing qualified leads (MQLs) from a search engine optimization program remains a top challenge for B2B marketers. ” So how do B2B marketers generate a greater number of MQLs from their SEO programs? Content Marketing Asset Cross-Linking.

Act-On’s a Leader in the Forrester Wave™ and What That Means to You

Act-On

Act-On Software is a marketing automation company delivering innovation that empowers marketers to do the best work of their careers. The sentence above is more than just boilerplate “marketing jargon” Act-On slaps onto its press releases and other collateral. As a company built by marketers for marketers, we are – from CEO to summer intern – focused on the needs of the CMO and their marketing teams. It is about being a better content marketer.

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?

I noticed you read my blog, do you want to buy from me?

Sales Engine

What’s the right way to follow up on content to turn leads into sales conversations? Before we get into best practices on content marketing follow-up, Marketing and Sales must be on the same page regarding their lead definitions.

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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. Are they even qualified to buy from you in the first place?

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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. Most misalignment starts with different definitions of what a qualified lead actually is.

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What is Lead Qualification?

Ignite Tech

Lead qualification is the process that marketing and sales teams use to screen prospects before sending them to sales reps for further action. In theory, qualified leads are the prospects who are most likely to become customers and who best fit the company’s ideal buyer profile.

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. After this digital dialogue however, a sales rep still must fully qualify the lead and close the sale.

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Can predictive bring sales and marketing together?

Ignite Tech

Barb Mosher Zinck’s interview with Infer’s VP of Product Marketing, Sean Zinsmeister, originally appeared on Diginomica. Knowing which prospects and customers to focus time and effort on is critical for marketing and sales success.

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

Modern Marketing

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. 1: Embrace full funnel marketing. 2: Too many marketers overemphasize the bottom of the funnel.

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How to Decide What Marketing Metrics to Track and Report

Modern Marketing

Yesterday I was at a marketing event and the topic of metrics came up. That's not a huge surprise, as modern marketers continue to be concerned with justifying their activities with the right metrics of success. Oracle Marketing Cloud

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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.

The Real Value of Content Marketing for Industrial Companies

Industrial Marketing Today

In today’s uncertain economy, manufacturing and industrial companies are taking more than a hard look at their marketing spends. These companies have always thought of marketing as sales support, so it requires a lot of convincing to change that mind-set. Upper management and key decision makers are skeptical about inbound marketing with content being able to generate qualified leads and set the table for sales.

Why Inflated Lead Scores are Tanking Your Marketing ROI

SnapApp

The growth of marketing technology has given marketers access to more prospect data than ever before. Because marketers can know so much more about their prospects, efficiently prioritizing the best leads requires a system to make sense of all of that information.

The Most Important B2B Marketing Metrics for CEOs

B2B Lead Blog

Do you know what CEOs want most from B2B marketers? They want clarity about marketing results. CEOs often complain, “Why can’t I see clear measures and ROI from our marketing?” They lose visibility once a lead moves into the sales realm.

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Who should own lead generation for a complex sale?

B2B Lead Generation

So, who should own B2B lead generation: sales, marketing or both? Sales and marketing aren’t doing a great job of executing lead generation because they both believe it’s the others job. Companies don’t typically call what salespeople do “lead generation” or “demand generation.” Even with the increase of content marketing and inbound marketing, I find salespeople get stuck carrying the load of prospecting for their leads.

Do You Need to Work with a Lead Generation Company?

PureB2B

Marketing teams spend all their time and effort to find the best sales leads for their company. Without leads, there wouldn’t be any sales, and without sales, companies would not achieve revenue goals. Outsourcing Marketing Qualified Lead Generation (MQL).

Infer Launches New Predictive Behavior Scoring; Expands Sales Intelligence Capabilities

Ignite Tech

a leading predictive sales and marketing platform that helps companies win more customers, today announced several enhancements to its product portfolio. Today, the company is adding new insights into “similar accounts” for every lead, contact, account or opportunity.

How to Define The Content Marketing Metrics that Matter

Modern Marketing

These are the common refrains heard at every marketing conference and around the table in any marketing department that has adopted a content strategy. Paul Roetzer of PR 20/20 presented a session on this very topic at Content Marketing World. Content Marketing

Beyond Financials: VC & IPO Due Diligence on Sales & Marketing Metrics

ViewPoint

Lauren Carlson, an analyst at Marketing Automation Software Guide , recently wrote an article that looks at marketing automation vendors like Marketo and Eloqua who are considering IPOs, their recent venture capital funding, and the type of financial performance they may need to warrant shareholder valuations comparable to publicly-held SaaS companies. Could the reasons why point to similar expense paths for the marketing automation vendors looking at going public?

5 Critical Things to Consider When Evaluating Lead Generation Companies

ViewPoint

Given that I run one of the many lead generation companies it will not surprise you to learn that I believe a 3rd party focused on response management, lead generation and qualification and lead nurturing is capable of doing a much better job of those services than you are likely to find inside most companies. Are you looking for a vendor or a partner? We have clients that buy leads from other sources only to find out that one out of a hundred is actually qualified.

Infer Launches New Predictive Behavior Scoring for Pardot; Expands Sales Intelligence Capabilities

Ignite Tech

a leading predictive sales and marketing platform that helps companies win more customers, today announced several enhancements to its product portfolio. Today, the company is adding new insights into “similar accounts” for every lead, contact, account or opportunity.

How Can Marketing Meet the Expectations of a Complex, Large Purchase Buyer?

Sales Engine

When companies make large evaluations that have a lot of risk involved, it’s natural for them to evaluate the vendors in every way possible. based on marketing to over 117,000 lead records. Marketing sourced opportunities: MQLs that precede the opportunity create date.

How Can Marketing Meet the Expectations of a Complex, Large Purchase Buyer?

Sales Engine

When companies make large evaluations that have a lot of risk involved, it’s natural for them to evaluate the vendors in every way possible. based on marketing to over 117,000 lead records. Marketing sourced opportunities: MQLs that precede the opportunity create date.

The 5 Essential Toolsets for Effective B2B Marketing Lead Generation

Integrate

When 160 multi-industry marketing executives were surveyed on how they intended to invest marketing resources, many cited new marketing technology (MarTech) purchases. The 5 Essential Tools for B2B Lead Generation. Tool #1: Marketing Automation.

How Technology Marketers Can Reach CIOs

NuSpark

As a technology marketer targeting CIOs, you’re likely aware that roadblocks stand in the way of communicating with them. Despite the challenge, your sales and leadership team continually ask you to produce qualified leads. Therein lies the opening for the empathetic marketer.

Sales Enablement: Your Game Plan to Repeatable High Growth

Hinge Marketing

To be truly effective, this process requires ownership from both the sales and marketing teams. Marketing drives content while Sales focuses on communication and engagement. But you also have to look at sales enablement beyond the impact on sales and marketing. Download The Marketing Planning Guide. 23% higher lead conversion rate. from prospect to marketing qualified lead, from sales qualified lead to won opportunity and to a closed deal).

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Did Somebody Ask About Data Quality?

DealSignal

A few years back, I attended a three-hour “vendor shoot out” between two CRM vendors hosted by an IT services firm. The consultants ran through a series of standard CRM processes including lead management, dashboards, record customization by the site admin, and Outlook integration.

The Benefits of Working With a Lead Generation Company

PureB2B

For existing medium sized businesses and enterprise organizations, the challenge is even bigger—how to continuously generate leads in order to generate revenue. In today’s business landscape, lead generation has become a separate industry on its own. B2B Lead Generation

A Single Source of Truth? Here’s Proof it Can be Done

Leadspace

The quest for a “ single source of truth ” for Marketing and Sales data has an almost mythical feel to it. The best we can do is keep filling our CRMs and Marketing Automation Platforms with more data, and take the good with the bad.