SaaS Marketing Bites

The MQL isn’t dead, you’re just using them wrong (and how to turn them into customers)

Summary

A lot of people say the MQL is dead. But they’re wrong. Most B2B SaaS companies have a process for collecting and defining marketing qualified leads (MQLs). The secret is using them effectively in the customer lifecycle.


Show Notes

People say that the MQL is dead.

Most B2B SaaS companies have a process for collecting and defining marketing qualified leads (MQLs). But we often talk with SaaS companies who haven’t got a process for turning those Marketing Qualified Leads (MQLs) into trials and demos.

The result is that they see capturing MQLs as a low-value activity. They stop making efforts to nurture prospects who aren’t ready to buy.

This can lead to a number of significant business challenges, including problems filling the pipeline in future quarters, missing growth targets, and losing market share to competitors.

In this episode, we’ll look at:
  • Why MQLs are still a valuable part of the customer lifecycle
  • Where SaaS companies go wrong in capturing MQLs
  • How we’ve helped our clients to build valuable demand gen systems using MQLs
After reading this post, you’ll have a solid understanding of how to think about generating MQLs in a way that helps you grow instead of simply meeting vanity targets.

Accompanying blogpost: The MQL isn’t dead, you’re just using them wrong (and how to turn them into customers)

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SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search. It’s hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights.