We discuss the difference between a marketing qualified lead (MQL) and a sales qualified lead (SQL) and how to use them to improve the customer experience. Generating leads is crucial for businesses, ...

What is an MQL? An MQL is a marketing qualified lead. What is an SQL? An SQL is a sales qualified lead. Okay, nothing new there. However, SQLs and MQLs require a fundamentally different approach to ...

The funnel and the waterfall can be useful tools, but B2B marketers need to move away from these frameworks if they are to ...

It’s time I come out and say something that you might find contradictory to my advocacy of account-based experience (ABX): Marketing qualified leads (MQLs) aren’t the enemy. In fact, they can even be ...

We need to talk about the “conversation gap” impacting today’s marketing and sales funnels. The conversation gap is the gap between customer expectations for personalized, 1:1 interactions and your ...

Just a few years ago, marketers everywhere rejoiced. Shouts were heard from the rooftops. Glasses were raised. Toasts were made. Reliable marketing metrics were finally here! Definitions were set, ...

You’ve worked hard to turn the engagement from your recent marketing campaign into leads. Once your suspects have become prospects who’ve finally reached the scoring threshold, you toss the leads over ...

An effective B2B email marketing strategy has much less to do with email, per se, than you may think. The best programs nurture and engage leads while also acting as a critical step toward closing ...