article thumbnail

Why the MQL model is failing B2B marketing and what to use instead

Martech

For decades, the marketing qualified lead (MQL) has been the centerpiece of B2B go-to-market (GTM) strategies. However, the MQL no longer fits this purpose. The traditional methods of counting MQLs tracking form fills, content downloads and webinar registrations have become increasingly detached from revenue generation.

article thumbnail

The Real Cost of Demand Generation (And Why Your Strategy Needs a Reset)

markempa

It’s the fundamental disconnect between how we generate demand and how modern buyers buy. Rethink “Qualified”: The old MQL/SQL framework isn’t enough. The CEO’s Choice You have two options: OPTION A: Keep funding an ever-expanding sales team to compensate for broken demand generation.

Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

article thumbnail

The Hidden Cost of Your Broken Demand Engine (And Why It’s Not Your Team’s Fault)

markempa

It’s the fundamental disconnect between how we generate demand and how modern buyers buy. Rethink “Qualified”: The old MQL/SQL framework isn’t enough. The CEO’s Choice You have two options: OPTION A: Keep funding an ever-expanding sales team to compensate for broken demand generation.

article thumbnail

9 Tips for Improving the Lead to Opportunity Process

The Point

However, if demand generation isnt producing the number of opportunities that the company needs, simply ramping up leads at the top of the funnel isnt always the solution. Is there a clear, consensus understanding of what defines a Marketing Qualified Lead (MQL) and Sales Qualified Lead (SQL)?

article thumbnail

Think MQLs Don’t Work? It’s Time to Rethink Your Marketing Approach

Only B2B

MQL is dead. MQLs are little more than surface-level indicators. Unlike general leads, MQLs are more engaged and significantly more likely to convert. Read this blog to discover why MQLs still matter. But does this mean that every lead who engages with your content qualifies as an MQL? What qualifies leads as MQLs?

article thumbnail

Report: Why Demand Marketers Should Expand their Focus Beyond the Lead

The Point

The MQL is dead. Today, ABM is a very real and effective way of driving demand, but even its most fervent disciples would acknowledge that, at most companies, ABM co-exists with other strategies rather than having replaced them altogether. Report: Why Demand Marketers Should Expand their Focus Beyond the Lead Click To Tweet.

article thumbnail

Transitioning from lead gen to demand gen with Ilana Shabtay

Oktopost

Fullpath’s VP of Marketing, Ilana Shabtay, gets transparent about one of the most significant risks she took as a marketing leader and the success that came along with shifting from a lead generation-focused strategy to a demand generation approach. Episode Summary To gate content or not to gate content, that’s always been the question.