MQL

Better Industrial Marketing Doesn’t Mean More Technology

Marketing Automation vendors have done a great job of spreading the message about the benefits of technology in marketing. Industrial companies are paying attention. I’ve been asked several times about using Marketing Automation (MA) in industrial marketing. I should be excited and jumping up and down with joy, right? Not so fast! Why do I …

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Marketing Automation Alone Can’t Deliver ROI for Industrial Companies

Let me start by saying that I’m a big believer of Marketing Automation (MA) and have seen it produce incredible marketing ROI for some manufacturers and industrial companies. Then why does the headline of this post make me sound like a skeptic? That’s because it’s a case of good news, bad news. First, the good …

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Are Industrial Companies Wasting Their Leads?

No matter the size of the company or the industry they are in, my conversations always boil down to them wanting more leads from their industrial marketing. Yet I see very few of these companies with a lead nurturing strategy in place to convert leads into sales opportunities. As a result, online leads sit untouched …

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Manufacturers Need Lead Management to Close the RFQ Gap

Talking to manufacturers and industrial companies on a daily basis has convinced me that when they say they need help with their lead generation, they really want more RFQ (Request For Quote) opportunities. Generating new leads, qualifying and nurturing them until they turn into a RFQ is too much work for them. For a real-life …

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Manufacturers: Don’t Start a Lead Generation Campaign without Sales

Every manufacturing or industrial company that I talk to wants more leads. However, there is a serious disconnect between sales and marketing when it comes to defining a qualified lead. This is not a new problem. Google sales and marketing disconnect and you will find thousands of articles written on this topic. I am here …

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SAL is the Glue that Binds Sales and Marketing in Lead Generation

A lead is a lead, right? Depends – are you in marketing or in sales? SAL – Sales Accepted Leads is the bridge between Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL). No, I am not splitting hairs nor am I indulging in semantics. Clearly defining and understanding the implications of MQL, SAL and …

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Survey Finds Growth in Pipelines and Sales Cycles for B2B Lead Generation

I recently read a news release put out by Infogroup on their SalesPulse Survey of B2B sales professionals conducted jointly with OneSource, an Infogroup company. Some of the findings match what I am hearing from my industrial clients and one really surprising result. The top findings I got out of the release were: 47% of …

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