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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