Out with the Old, In with the Bold: Rethinking MQLs for Maximum Marketing Impact

As B2B marketers, we're constantly looking for ways to improve our marketing strategies, increase conversion rates, and generate more qualified leads. One of the key challenges we face is effectively targeting high-fit accounts and leveraging intent signals to prioritize our outreach. But what if we told you that by rethinking your marketing qualified leads (MQLs) and focusing on other valuable signals, you could revolutionize your marketing approach and drive more revenue?

Revolutionize B2B marketing effectiveness

In our recent report, "Bad MQLs Were Always Dead: RollWorks Revenue Revelation Report," we dive into the importance of using fit and intent signals to improve marketing effectiveness. Most organizations have more signals than they realize, coming from sources like lead and contact data tools, content syndication, and review websites. By combining these signals using tools like RollWorks, we can provide a more comprehensive view of our target accounts and prioritize our outreach more effectively.

When you partner with the right sales intelligence provider the process of aggregating these signals and making changes across disparate data sources becomes much easier. This allows you to act on these signals as quickly as possible through data workflows or campaign orchestration, leading to virtually immediate impact. By no longer relying solely on anonymous site traffic or disconnected data, marketers can create low-effort, high-impact strategies.

To help you better understand the different signals we discussed in our report, here's a brief overview:

• MQLs: High-fit individuals from high-fit accounts who opt-in by filling out a form or being uploaded to your system. In our framework, fit is paramount.
• Hot Contacts: A new feature from RollWorks that de-anonymizes site traffic or advertising engagement, connecting it to a specific lead record that can be passed along to your sales organization for outreach.
• Marketing Qualified Accounts (MQAs): Aggregating first-party engagement data up to a specific account, creating a meaningful threshold of engagement worthy of sales outreach.
• Intent Qualified Accounts (IQAs): Scoring corroborating intent data sources, such as RollWorks' access to three intent data sources, to determine signal strength and interest.

The transition to this enhanced process can be relatively fast, especially with the right data partner. The change management piece is crucial, especially when working with sales teams. It's essential to demonstrate the benefits of this new approach by showing the increase in demand, pipeline generation, and revenue.

Rethinking the MQL

Embracing these new signals and strategies can lead to a culture change within your organization. By creating a cross-functional group involving sales, marketing, marketing operations, and leadership, you can create a charter that defines the vision and scope for this new approach. Running pilot programs or allocating a percentage of accounts to this new strategy can help demonstrate the effectiveness of these methods.

Rethinking MQLs and focusing on other valuable signals, such as fit and intent, B2B marketers can revolutionize their marketing approach, improve conversion rates, and drive more revenue. With the right data partner and a comprehensive understanding of these signals, you can create low-effort, high-impact marketing strategies that drive tangible results for your organization.