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That Moment We Realized We Needed a New Marketing Metric… - Drift

That Moment We Realized We Needed a New Marketing Metric… - Drift | The MarTech Digest | Scoop.it

A CQL is someone who has expressed intent to buy during a one-to-one conversation with either A) an employee at your company, or B) an intelligent sales assistant (bot).

So you can break CQLs down into two distinct flavors:

-Human-qualified via conversation, or
-Bot-qualified via conversation
With both types of CQL, we use live chat to track all of those conversations, so we can look back and see which leads ended up booking meetings, becoming customers, etc.

In order to qualify leads using bots, we write sales scripts and have the bots ask the same questions our salespeople ask.

CYDigital/marteq.io's insight:

Brilliant!

 

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Marketing Qualified Leads vs Product Qualified Leads - SalesHacker

Marketing Qualified Leads vs Product Qualified Leads - SalesHacker | The MarTech Digest | Scoop.it
Building The Product Qualified Lead Model

  • This is not just some fancy lead scoring 
  • Get the assistance of a Data Science team  If you don’t have a data scientist on staff – get one or check out a company called Whalr.
  • Match users against 3rd party databases – We match against several data sources including Mattermark, Clearbit, Datanyze and others. 
  • Start testing 
  • Expose as much as you can to the reps. 
Perfecting The Follow Up

  • NEVER offer help if it’s not needed 
  • Do Your Job. Be Helpful! 
  • Time the outreach with when you can offer real help.
CYDigital/marteq.io's insight:

This is very, very good. Data-driven.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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The Slow, Necessary Death of the MQL - Gartner

The Slow, Necessary Death of the MQL - Gartner | The MarTech Digest | Scoop.it
By 2016, something profound had happened. More and more clients talked about how they were moving away from MQLs and looking more at opportunities and revenue. Some of this was due to predictive lead scoring , and some of it was probably because of ABM, where you think about accounts, rather than leads. But some of it was simply because CMOs and demand generation leaders had convinced sales and executive leadership that revenue is a far more important metric than leads. And so when clients asked me about how they increase their MQLs by 30% YOY, they were much more receptive to hearing why they were barking up the wrong tree.

If you are a demand gen or marketing leader (or a BU leader or executive who manages them) and the metrics haven’t been set for 2017, I’d think long and hard about some other more important metrics. If you are doing ABM, you can always look to Engagio’s Marketing Qualified Account (MQA) approach or something akin to it. Or you can tie to company or product-line sales metrics like revenue, pipeline, opportunities, deal size, retention etc; At the end of the day, if you blow out your MQL numbers but the company misses on those downstream numbers, you aren’t going to get a huge bonus or promotion. So why not hitch your wagon to the only numbers that truly matter to the company?
CYDigital/marteq.io's insight:

Simply put, MQLs are a means to an end. But without a rock solid attribution model, this is approach is meaningless.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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MQL to SQL: The Qualification Process [Infographic] - Marketing Insider Group

MQL to SQL: The Qualification Process [Infographic] - Marketing Insider Group | The MarTech Digest | Scoop.it
CYDigital/marteq.io's insight:

Suffering from MarTech FOMO? We’ve got the cure. Contact us. #MarTech #DigitalMarketing

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What is a Marketing-Qualified Lead? What MQL Really Means - Act-On

What is a Marketing-Qualified Lead? What MQL Really Means - Act-On | The MarTech Digest | Scoop.it
At its simplest, a “marketing qualified lead” is a lead that has met some benchmark(s) that identifies it as having enough potential to warrant attention from your marketing department. It’s met the first, most basic level of qualification that your sales and marketing teams have agreed on.

How might you make that determination? Which factors should you look at? There are four categories of variables we’ll look at:

  • Profile
  • Channel
  • Actions
  • Undesirables
CYDigital/marteq.io's insight:

Attempting to do this without Sales is self-defeating.

 

Email your comments to joe@marketingIO.com. I’ll publish it here. marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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Why The MQL Is A Shackle - Marketing Land

Why The MQL Is A Shackle - Marketing Land | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.

CYDigital/marteq.io's insight:

Here's another way to look at this: with all the investment in MarTech, it better be tied to revenue. Thus the importance (CRITICAL IMPORTANCE) of marketing analytics.

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Marketing Automation and the Sales-Marketing QL Gap - ITMSA

Marketing Automation and the Sales-Marketing QL Gap - ITMSA | The MarTech Digest | Scoop.it

Let iNeoMarketing create a new approach for your inbound and outbound marketing…and realize more revenue. Contact us.

CYDigital/marteq.io's insight:

It's true: MAP raises the awareness as to how far apart Marketing and Sales are when it comes to what is a qualified lead. From ITMSA's survey on marketing technology, which you can get here($): http://www.itsma.com/research/capitalizing-marketings-new-tools-technologies/ 

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GregW's curator insight, April 24, 2015 2:36 PM

Many do, few agree.

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"The Leads Are Crap" - ClickZ | #TheMarketingTechAlert

"The Leads Are Crap" - ClickZ | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Basic/ Digest...


Truth is, leads don't come in wrapped with a bow on top, and if your company is selling at all, not all of the leads are crap and someone knows how to sell. So where's the disconnect coming from? Most often, it's from differing definitions of winning made worse by poor communication.

 

The disconnect most often surfaces when marketing celebrates a strong lead month in the same month that sales is frustrated about a poor bookings (revenue) month. The finger-pointing and name calling starts and the relationship downward spiral begins. Teams win and lose together, not as individuals or departments.

 

The disconnect between marketing and sales can be addressed with better communication and common definition of winning. Cooperation works best when both marketing and sales are aligned around revenue targets. Marketing is rewarded for strong lead quality over volume. Strong lead quality drives strong sales efficiency (ensuring each sales at-bat is in front of the right lead at the right time and ensuring your sales team is only swinging at strikes).

 

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CYDigital/marteq.io's insight:

The truth lies a bit deeper: it's about not sending anything over the Sales unless it has been fully vetted and qualified by Marketing aka the MQL. If everyone agrees to the definition of an MQL, then we're all on board.

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