“Is this prospect actually a good fit for us?” It’s a simple but challenging question that becomes a repetitive, internal dialogue as sales reps evaluate whether or not the prospect they’re speaking with is the right sales opportunity to pursue.
On May 25, an overhaul of EU Consumer Data protections dubbed the GDPR (General Data Protection Regulation) is going into effect. Adopted by the European Parliament and Council in April of 2016 after four years of debate, the new protections expand existing data privacy laws and significantly increase fines for malfeasance. While GDPR undoubtedly holds ramifications, the response from marketers and businesses is mixed.
However valuable, setting up a successful business development program at your organization is no small undertaking. There are so many moving parts and it’s simply not realistic to try and tackle this all at once. Trust me, I learned the hard way.
Inbound marketing is great at generating leads, but converting those leads into customers requires an entirely different set of skills. The first step in converting leads is identifying which ones to reach out to and when to do so -- that's where lead scoring comes in.
What’s the best part about inbound marketing? I think most people alike would agree that it’s the high number of leads that it attracts. But once you have all of those leads, what do you do? Inbound leads are a different animal than your typical outbound leads, so it can be more of a challenge to figure out which ones are marking or sales qualified leads, if they're throwing out signals as to where they are in their buyer's journey yet. Enter stage left: lead scoring, and the huge benefits it brings to your sales team.
After identifying a segment of leads that meets your criteria for fit (industry, job title, company size, etc.) you’ll need to measure and understand how ready they are to engage in a sales conversation. You’ll begin this sales qualification process by analyzing a lead’s level of engagement and interaction with your website and marketing content. Some common indicators of sales-readiness include the following activities:
Many of the people we talk to think that marketing automation is difficult, but it’s surprisingly not. It takes a little bit of logical thinking, but in reality, it’s only as complicated as you make it. Like many marketers, at IMPACT, we have been occasionally guilty of trying to make it too complicated for ourselves in the past. This article, however, talks about how we’ve successfully simplified our marketing automation to better segment our sales qualified leads and marketing qualified leads.
Before we start unpacking the difference between MQL vs. SQL, we need to first go back to the beginning. A lead is a person who has indicated interest in your company's product or service in some way. (And everybody wants leads.) But how does a lead show their interest?