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What happens when you turn suspects into prospects? There has been an ongoing debate in B2B marketing circles: Is the Marketing Qualified Lead (MQL) an antiquated, vanity metric? While MQLs don’t translate to immediate revenue or even pipeline contribution, the value isn’t equivalent to open rates, page views, and the like.
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Prospecting. This is where SDRs focus on scoring as many meetings as possible, and research shows more than five touchpoints are required to secure an initial meeting. Engagement looks different between warm and cold leads. Warm leads have shown interest by interacting with content or form fills. Qualification.
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Like most modern buyers, I had already done a wealth of research leading up to my decision, and nothing the salesperson said was going to make me walk away with anything other than the brand and model I showed up to buy. Ninety-five percent use the software to some degree, 78% use it regularly, and only 5% don’t use it at all.
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His strategy to engage the CRO was to lead with AI and the capabilities it enabled in the product he was selling. “Why are you leading with this,” I asked. “I get it, his company sells software products, and they are making a big deal about AI, but is that the reason he should want to talk to you? .
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