Industry FAQs

What is the difference between an MQL and an SQL?

An MQL is a marketing qualified lead, and an SQL is a sales qualified lead. MQLs are leads that the marketing team has generated through various marketing programs and campaigns, and have been deemed qualified for sales follow up. MQLs have had some interaction with a brand that indicated their interest in products or services, and they would likely be receptive to nurturing efforts. An MQL turns into an SQL when the sales team accepts the lead, and determines their interest and likelihood to make a purchase.

Why is marketing and sales alignment important?

Marketing and sales teams both play a critical role in new business, revenue, and ultimately, company growth. While marketers work to capture leads through various marketing activities, such as events, webinars, and PPC campaigns, sales is working hard to turn those leads into deals. In order for marketers to send the right leads to sales, sales and marketing need to agree on a shared definition of a qualified lead, and create a list of qualifying questions that will generate valuable prospect intelligence. That’s why regular communication between sales and marketing is important in order to find great leads that are likely to convert and become customers.

When should I disqualify a lead?

Leads should be disqualified when they are not interested, ready, or able to invest in your product or service for any number of reasons. Basically, you should disqualify a lead when they do not match your company’s ideal buyer persona. When marketers use qualifying questions in their content and marketing programs, they can easily determine if a prospect will be a good fit for their product or service. From there, marketing can send the best leads directly to sales, and disqualify the wrong leads.

What is the best way to generate more qualified leads?

The best way to generate more qualified leads is by adding qualifying questions to existing content and marketing activities to generate key insights about your prospects. With that information, marketers can better understand their audience, uncover their intent to purchase, and determine if your product or service can solve their business needs. Marketers can then connect qualified leads with content that is relevant to their interests, and corresponds to their place in the sales funnel. Your sales team can use that prospect intelligence to learn about a lead’s business goals and challenges, personalize their follow up conversations, and create urgency to accelerate the sales cycle.

What is demand generation for B2B and why is it important?

Demand generation creates awareness for your product or service to drive revenue. It’s a multi-step process that seeks to target a defined audience, and position your brand as the right solution for their business challenges. Demand generation is an important part of initiating and nurturing customer relationships, and helping them convert to different stages of the buyer journey. There are several tactics and tools your company can use to approach their demand generation efforts.

What is lead generation vs. demand generation?

Lead generation is the process of converting potential customers into qualified leads. It typically involves the potential lead interacting with assets such as an ebook or whitepaper, where at the end, they have submitted their contact information. With this, the sales team can follow up with the interested lead and hopefully convince them to purchase your company’s product or service. Demand generation is the collection of activities marketers use to drive brand awareness and acquire new, interested leads through assets like blog posts, webinars, and industry events.

How can I uncover buyer intent through marketing activities?

When it comes to lead qualification, it’s important to determine a lead’s intent to purchase your product or service. Just because a lead looks like a good fit from the outside, doesn’t mean they’re necessarily ready or interested in signing a contract. The best way to uncover buyer intent is by asking qualifying questions in your content and marketing activities. These questions  help marketers determine a lead’s timeline, budget, goals, and other factors that contribute to their purchase decision.

What are the sales-qualifying questions I should be asking?

Sales-qualifying questions are critical in order to start a dialogue with your audience and uncover key insights for your sales team. These questions should be determined by marketers and their sales team together, based on the criteria sales uses to qualify leads. Ask questions about a lead’s role, organizational goals, budget, pain points, and challenges. With this information, your sales team can personalize their follow up conversations, and provide content for leads wherever they are in the sales funnel. To learn more about unique sales-qualifying questions and how they can fit into your sales framework, read more on our blog.

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