MQL is [B]ullsh*t… and Other Thoughts on Data Integrity
Summary
Here are the kind of behaviors you would expect from a standard MQL: • They submit a form for a free eBook or whitepaper • They sign up for a product demo • They join one of your mailing lists • They repeatedly come back to your website or spend time on key pages • They check in with you at a virtual booth or in-person event Not bad, right? The real beneficiaries of an MQL model When the system works, MQLs can be a serendipitous metric enjoyed by both marketing and sales teams. Marketers get immediate feedback on the type of content that buyers want, and sales members receive prospects who are clearly interested in starting a conversation. Yes, a prospect might want a virtual gift card or an especially helpful freebie, but if they’re not the right person for your offer, then your SDRs and AEs are dead in the water. And when your team players are in alignment with the overarching goal, you’ll be able to define the customer journey clearly and start using your talent in the right places.
