Why Sales Should Ditch MQLs for Intent Data

We live in an on-demand world. Our customers’ expectations are always evolving, which means the way we engage with them as salespeople must evolve, too. Today, customers are at the center of everything we do in the revenue-driving function – or, at least they should be. So in order to create a customer-centric experience for our prospects, the tools and technologies we use must inform and support all aspects of the sales process.

Modern buyers have more information at their fingertips than ever before. As a result, they’re doing more behind-the-scenes research – with more than 70% of buyers defining their own needs before engaging with a sales rep.

In sales, our success in sealing the deal depends on how well we can empower and engage buyers throughout their journey. But with marketing qualified leads (MQLs), you only have an opportunity to provide value to your buyers after they’ve made themselves known to you.

Luckily, today’s sales teams can instead use intent data and Conversational Marketing to reach the right prospects at the right time and provide value throughout the entire buying process.

Stop Guessing, Start Knowing

Historically, one of the biggest challenges for salespeople has been knowing exactly what our customers want. Typically, we rely on MQLs to provide us with a general idea of who the prospect is and what their pain points are before going into a meeting. But, more often than not, those MQLs leave us with generic information mapping back to our ideal customer profile (ICP), not the specific insights into each unique prospect we need to create a personalized experience.

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content marketing culture, lead generation, marketing strategy, B2B content marketing, B2B marketing, capturing audience, content marketing, marketing leaders, entertainment, future of marketing, marketing tactics, Tactical Marketing, B2B strategy, B2B Sales, Advertising trends 2021, B2B ads, Buying intent, MQL

How to set the content marketing world on fire.

As a copywriter and content marketer that has been fortunate to work with some pretty stellar startups, I’ve seen first-hand (and admittedly at times by my own hand) what works and what doesn’t in the content marketing world.

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content marketing culture, lead generation, marketing strategy, B2B content marketing, B2B marketing, capturing audience, content creating, content marketing, marketing leaders, entertainment, future of marketing, marketing tactics, Tactical Marketing, Tactical Marketing Plan, Best tactics marketing, Advertising Campaigns, B2B strategy, B2B Sales, Advertising trends 2021, B2B ads

Majority of B2B advertising is ‘ineffective’

The majority of B2B creative is “ineffective” according to new research from the LinkedIn B2B Institute and market research agency System1.

Of the 1,600 B2B ads shown to a sample of 6 million people worldwide over the past four years, 75% scored one star or less on System1’s FaceTrace emotional measurement tool.

In this context, a one-star rating means a piece of advertising is contributing zero in terms of long-term market share growth. A one-star rated ad essentially means the brand is entirely reliant on out-spending the category, rather than benefitting from the strength of the creative.

None of the 1,600 B2B ads viewed in the research attained a maximum score of five stars. Five-star ads, which score highly on emotion, fluency and intensity, have been found to help a brand grow by an average of 3% in the long term, aiding the excess share of voice and category spend.

The principles of a five-star ad, as defined by System1, are a strong story arc, characters, soundtrack, emotion and a fluent device which drives brand recognition. However, the research suggests B2B advertising is failing to deliver on many of these elements.

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content marketing culture, lead generation, marketing strategy, B2B content marketing, B2B marketing, capturing audience, content marketing, digital advertising, marketing leaders, entertainment, future of marketing, marketing tactics, Tactical Marketing, Advertising Campaigns, B2B strategy, B2B Sales, Advertising trends 2021, B2B ads

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