For a webinar, did they attend or watch it on demand? Or only register?<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\nThere is a reason intent data platforms, like 6Sense and Bombora and now ZoomInfo, are gaining in popularity. It\u2019s helpful to know if an account is searching for information that relates to the problem you solve, your category, and your competitors. It\u2019s also helpful to know if it\u2019s one person or more than one, indicating account interest.<\/p>\r\n
The trick is in tuning the keywords you\u2019re monitoring to be tight enough to be truly indicative of the level of buying intent. But it\u2019s also important to understand the weighting of the algorithms. The more engagement accounts have with you (via branded keywords) and your website and content, the higher the intent.<\/p>\r\n
Combining intent data with MAP data is an imperative to get the most beneficial understanding. How does your lead score show the same trend in growth as the contact\u2019s intent score? Or the account score? Are they in the same sphere?<\/p>\r\n
What I mean by this is that if the \u201clead\u201d is reading your blog content but not looking at your product or solution pages or Why Us? pages, then they\u2019re likely just interested in the information. Intent scores are also weighted by a scoring schema which increments higher for company and product pages and designated campaigns than for other types of content.<\/p>\r\n
Give Sales a Reason to Engage<\/h2>\r\n
If your sales team is skeptical of the marketing qualified leads you send them, or is outright shunning them, consider providing them with evidence and a reason to care and become enthusiastic about engaging.<\/p>\r\n
What triggered the handoff? Just incrementing to a score isn\u2019t a great incentive. What did they do that indicates they\u2019re ready for sales engagement? If it wasn\u2019t to request a demo or to speak with a sales rep, you need to give a reason you think sales should spend their time on outreach.<\/p>\r\n
The problem here is that automation has removed the human element from much of the workflows. And that\u2019s a shame. Data can tell you what someone did, but not why they did it.<\/p>\r\n
However, if you\u2019ve orchestrated your content to guide buyers from the start and created content experiences that build attention, engagement, and intent, then you have the evidence to provide the reasoning behind the status change.<\/p>\r\n
Instead of routing MQLs to sales with no explanation, insert a review step where you can add the information that sales reps need to take the next step. Not only will this help with lead reception, but you\u2019ll gain a whole lot of insight about what\u2019s working with your content and digital buying experiences\u2026and what needs improvement.<\/p>\r\n\r\n\r\n","protected":false},"excerpt":{"rendered":"
Shouldn\u2019t sending people who actively engage and show interest in solving the problem be the core qualification for a marketing qualified lead (MQL)? <\/p>\n","protected":false},"author":7020,"featured_media":891339,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[128,36,14,85,332],"tags":[],"_links":{"self":[{"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/posts\/996901"}],"collection":[{"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/users\/7020"}],"replies":[{"embeddable":true,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/comments?post=996901"}],"version-history":[{"count":3,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/posts\/996901\/revisions"}],"predecessor-version":[{"id":997128,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/posts\/996901\/revisions\/997128"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/media\/891339"}],"wp:attachment":[{"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/media?parent=996901"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/categories?post=996901"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/customerthink.com\/wp-json\/wp\/v2\/tags?post=996901"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}