* . *
  • About
  • Advertise
  • Privacy & Policy
  • Contact
Thursday, September 4, 2025
Earth-News
  • Home
  • Business
  • Entertainment
    ITV Studios Launches New Entertainment Label – Global Bulletin – IMDb

    ITV Studios Unveils Exciting New Entertainment Label

    TS Entertainment bringing Malibu Jack’s to former Owensboro mall – Lane Report

    TS Entertainment Launches Malibu Jack’s at Former Owensboro Mall Location

    Jenny Han Dropped a Major ‘The Summer I Turned Pretty’ Easter Egg Revealing [SPOILER] – yahoo.com

    Jenny Han Just Unveiled a Huge ‘The Summer I Turned Pretty’ Easter Egg That Changes Everything [SPOILER]

    Liam Payne’s Cousin Ross Harris Honors Late Singer With Emotional Song ‘Bones’ – yahoo.com

    Liam Payne’s Cousin Ross Harris Honors Late Singer with Emotional New Song ‘Bones

    Country music star apologizes after drunken show ends with cops taking him down: ‘I’m not OK’ – PennLive.com

    Country Music Star Apologizes After Drunken Show Ends in Police Intervention: ‘I’m Not OK

    Comanche Nation Entertainment closes casino near Devol – KSWO 7News

    Comanche Nation Entertainment Closes Casino Near Devol in Surprising Move

  • General
  • Health
  • News

    Cracking the Code: Why China’s Economic Challenges Aren’t Shaking Markets, Unlike America’s” – Bloomberg

    Trump’s Narrow Window to Spread the Truth About Harris

    Trump’s Narrow Window to Spread the Truth About Harris

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Trending Tags

    • Trump Inauguration
    • United Stated
    • White House
    • Market Stories
    • Election Results
  • Science
  • Sports
  • Technology
    Credo Technology Group Holding Ltd. (CRDO) Surpasses Q1 Earnings and Revenue Estimates – Yahoo Finance

    Credo Technology Group Surpasses Q1 Earnings and Revenue Expectations

    The Economist is hiring a science and technology correspondent – The Economist

    Exciting Opportunity: Become Our Next Science and Technology Correspondent!

    Blockchain lender Figure Technology seeks to raise up to $526M in IPO (FIGR:Pending) – Seeking Alpha

    Blockchain Lender Figure Technology Sets Sights on $526M in Thrilling IPO Launch

    New Technology from Ramsey Theory Group Brings Diagnostic Testing and Telehealth Directly into Patients’ Homes – Yahoo Finance

    Revolutionary Ramsey Theory Technology Delivers Diagnostic Testing and Telehealth Right to Your Doorstep

    China’s CATL sells stake in Finnish subcontract car manufacturer – Reuters

    China’s CATL Sells Stake in Finnish Auto Supplier in Strategic Move

    This Secret Technology Will Make The IPhone 17 Super Thin Air – VOI.ID

    How This Breakthrough Technology Will Make the iPhone 17 Incredibly Thin and Lightweight

    Trending Tags

    • Nintendo Switch
    • CES 2017
    • Playstation 4 Pro
    • Mark Zuckerberg
No Result
View All Result
  • Home
  • Business
  • Entertainment
    ITV Studios Launches New Entertainment Label – Global Bulletin – IMDb

    ITV Studios Unveils Exciting New Entertainment Label

    TS Entertainment bringing Malibu Jack’s to former Owensboro mall – Lane Report

    TS Entertainment Launches Malibu Jack’s at Former Owensboro Mall Location

    Jenny Han Dropped a Major ‘The Summer I Turned Pretty’ Easter Egg Revealing [SPOILER] – yahoo.com

    Jenny Han Just Unveiled a Huge ‘The Summer I Turned Pretty’ Easter Egg That Changes Everything [SPOILER]

    Liam Payne’s Cousin Ross Harris Honors Late Singer With Emotional Song ‘Bones’ – yahoo.com

    Liam Payne’s Cousin Ross Harris Honors Late Singer with Emotional New Song ‘Bones

    Country music star apologizes after drunken show ends with cops taking him down: ‘I’m not OK’ – PennLive.com

    Country Music Star Apologizes After Drunken Show Ends in Police Intervention: ‘I’m Not OK

    Comanche Nation Entertainment closes casino near Devol – KSWO 7News

    Comanche Nation Entertainment Closes Casino Near Devol in Surprising Move

  • General
  • Health
  • News

    Cracking the Code: Why China’s Economic Challenges Aren’t Shaking Markets, Unlike America’s” – Bloomberg

    Trump’s Narrow Window to Spread the Truth About Harris

    Trump’s Narrow Window to Spread the Truth About Harris

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Trending Tags

    • Trump Inauguration
    • United Stated
    • White House
    • Market Stories
    • Election Results
  • Science
  • Sports
  • Technology
    Credo Technology Group Holding Ltd. (CRDO) Surpasses Q1 Earnings and Revenue Estimates – Yahoo Finance

    Credo Technology Group Surpasses Q1 Earnings and Revenue Expectations

    The Economist is hiring a science and technology correspondent – The Economist

    Exciting Opportunity: Become Our Next Science and Technology Correspondent!

    Blockchain lender Figure Technology seeks to raise up to $526M in IPO (FIGR:Pending) – Seeking Alpha

    Blockchain Lender Figure Technology Sets Sights on $526M in Thrilling IPO Launch

    New Technology from Ramsey Theory Group Brings Diagnostic Testing and Telehealth Directly into Patients’ Homes – Yahoo Finance

    Revolutionary Ramsey Theory Technology Delivers Diagnostic Testing and Telehealth Right to Your Doorstep

    China’s CATL sells stake in Finnish subcontract car manufacturer – Reuters

    China’s CATL Sells Stake in Finnish Auto Supplier in Strategic Move

    This Secret Technology Will Make The IPhone 17 Super Thin Air – VOI.ID

    How This Breakthrough Technology Will Make the iPhone 17 Incredibly Thin and Lightweight

    Trending Tags

    • Nintendo Switch
    • CES 2017
    • Playstation 4 Pro
    • Mark Zuckerberg
No Result
View All Result
Earth-News
No Result
View All Result
Home Technology

Step aside, MQLs. Buying signals are here to stay. 

June 21, 2024
in Technology
Step aside, MQLs. Buying signals are here to stay. 
Share on FacebookShare on Twitter

Step aside, MQLs. Buying signals are here to stay. Imagine you’re a stellar marketing leader and have generated real results as you strategically execute your go-to-market (GTM) motions. You’re vigorously working to increase your brand’s share of voice within the market. The pipeline looks healthy with marketing-sourced and influenced deals. On top of that, you effectively communicate your department’s results to the board and across the wider organization. It seems like you have it all figured out, and your demand generation engine is humming …

But there’s a shocking statistic: the average CMO tenure in F500 companies is 40 months, which is half that of the typical CEO. So, if everything seems so great, why don’t class-leading CMOs stay in their roles for much longer than three years and what can you do to beat the odds?

Legacy processes do not reflect the modern buyer’s reality

The answer might be hidden in plain sight. Many B2B tech marketing organizations are still running go-to-market playbooks from the early 2000s that focus on generating marketing qualified leads (MQLs). In simple terms: marketing teams are still putting so much effort and focus on generating MQLs, passing them to SDR/BDR teams and then relying on sales reps to close the deal (and, of course, it’s impossible to imagine that Marketing could play a role once the lead is in Sales’ hands!).

However, both B2B buyer behavior and MarTech solutions to support GTM motions were much different in the 2000s than they are today. Buyers prefer researching solutions independently and digitally – recent research indicates that 83% of IT buyers conduct their research away from vendors. And the average buying team has grown to include nine members who have an impact on the final purchasing decision. On top of this, with technological advancements, there are now tools that can provide much more useful context and information to sellers beyond the score and “hotness” of a single buying member (MQL) while also helping sellers uncover more opportunities and close deals faster.

Relying solely on the MQL generation process to drive maximum revenue over time is no longer an optimal option for tech companies. With this approach you risk leaving revenue on the table that your competitors will try to grab. And it’s where marketing leaders can expose themselves to risk when they are held accountable for not delivering the best possible results to the organization and its stakeholders.

Moving away from the MQL-centric approach and tapping into intent signals

If we have to move away from the traditional MQL-centered marketing approach, where should we then look to ensure we are not missing out on potential buyers? Start by looking at the real intent signals that your buyers show by visiting your website, consuming independent publisher content on third-party editorial sites, such as the TechTarget network, or engaging with webinars on specific technical topics. The beauty of paying closer attention to behavioral signals versus traditional MQLs is that you get more context about the buying group and can better evaluate whether there’s a real opportunity to help the buyers solve their problem with the solutions you provide.

Rather than relying on an often arbitrary lead scoring model, intent data allows you to monitor the behavior of a buying group across your owned channels as well as independent publisher websites. This change in how we monitor buying signals allows us to see if the wider buying team is conducting research and evaluating vendors – showing a higher propensity to buy. It will help you to avoid sharing “false positive” leads with Sales while also providing more context about the overall buying group.

On top of that, not everyone in-market will visit your website or engage with your content, so you need to make sure you’re not missing out on capturing active demand. This can be a problem if you only rely on tracking engagement with your known prospects that convert to an MQL. Second-party intent signals from independent publishers such as TechTarget can help you to uncover buying teams that are currently not engaging with you but are researching your direct and indirect competitors.

Navigating organizational cultural shifts

We know MQL-centered processes are ineffective in maximizing revenue potential, and that intent signals have the power to fill gaps by capturing more in-market buying teams. Yet some GTM leaders are still hesitant to adopt this more effective, buyer-centric approach within their GTM strategy.

One reason may be ingrained in the personal and organizational resistance to change. In behavioral science, there’s a debate about the power of changing attitudes versus how context can drive behavioral changes. While some scholars believe that transforming attitudes and beliefs is the main driver for this (i.e., If Marketing, Sales and Customer Success are one big team, they will then shift to work towards the same revenue goals), others argue that it’s not enough and the context must change as well (i.e., Marketing must re-work current systems and processes that share insights with Sales and how marketing success is reported). To take this example further, consider how many marketers have advocated for stronger marketing and sales team alignment. And yet, the attitude and belief that alignment is critical is not enough.  Rather, it’s essential to start taking action towards changing the context and systems in which sales and marketing teams operate.

Although cross-organizational changes, like the ones we’ve highlighted, affect all GTM departments and an organization’s overall culture, marketing leaders should be taking the first step to drive change. Because marketing organizations built the systems that rely on MQL-centric results, to disrupt the current reporting and processes, marketing leaders are in the best position to drive change.

The good news is that an “all or nothing” approach – abandoning MQLs as if they never existed (especially if you have been sharing MQL numbers and how the leads convert to opportunities and closed-won deals with the wider leadership team) – isn’t necessary to get started. This change can be introduced as a transition from the current processes to the future of marketing strategy.

Change is a necessity in this fast-moving world

In the fast-moving tech space, evolving your marketing strategy is a necessity – if you’re not going forward, you might start going backwards and be left behind by your competitors. Making any significant change can feel hard, but taking a candid look at the gaps in your GTM is the best way to evolve and optimize. You might find that there’s some room for improvement on how you drive engagement with buying teams, measure performance and pass prospect engagement to Sales. To learn more about how to start implementing organizational changes in your revenue processes, tune into our webinar Don’t Let Culture Eat Revenue: Building an Intent-Driven Revenue Engine featuring Forrester’s Terry Flaherty.

B2B marketing, demand generation, intent data, marketing and sales alignment

>>> Read full article>>>
Copyright for syndicated content belongs to the linked Source : TechTarget – https://www.techtarget.com/step-aside-mqls-buying-signals-are-here-to-stay/

Tags: AsideBuyingtechnology
Previous Post

The Download: replacing animal testing, and underwater drones

Next Post

TSMC explores massive rectangular chip substrates to meet AI demand

Potential caterpillar mimicry in a tropical hummingbird – Falk – 2025 – Ecology – ESA Journals

Tropical Hummingbird’s Surprising Caterpillar Mimicry Revealed

September 4, 2025
Degrees of Science: Healthy Aging – KWTX

Unlocking the Secrets to Healthy Aging: A Science-Based Guide

September 4, 2025
Podcast: Blame, bad drivers, and ‘safety science’ – BikePortland

Podcast: Blame, bad drivers, and ‘safety science’ – BikePortland

September 4, 2025
If you want your 60s to be some of the best years of your life, say goodbye to these 5 behaviors – VegOut

If you want your 60s to be some of the best years of your life, say goodbye to these 5 behaviors – VegOut

September 4, 2025
Credo Technology Group Holding Ltd. (CRDO) Surpasses Q1 Earnings and Revenue Estimates – Yahoo Finance

Credo Technology Group Surpasses Q1 Earnings and Revenue Expectations

September 4, 2025

NFL Week 1 Power Rankings: Eagles Take Early Lead, But Bills Poised to Claim Ultimate Crown

September 4, 2025
Xi Parades Military Strength as Trump Accuses Him of Conspiring With Putin and Kim – The New York Times

Xi Unveils Military Strength as Trump Levels Accusations of Alliances with Putin and Kim

September 4, 2025
Trump tariffs and the Fed: Fate of U.S. economy may lie with the Supreme Court – Axios

How the Supreme Court Could Decide the Future of the U.S. Economy Amid Trump Tariffs and Fed Moves

September 4, 2025
ITV Studios Launches New Entertainment Label – Global Bulletin – IMDb

ITV Studios Unveils Exciting New Entertainment Label

September 4, 2025
RFK Jr. is spreading a reckless myth about SSRIs and mass shootings – MSNBC News

RFK Jr. Fuels Dangerous Myth Linking SSRIs to Mass Shootings

September 4, 2025

Categories

Archives

September 2025
MTWTFSS
1234567
891011121314
15161718192021
22232425262728
2930 
« Aug    
Earth-News.info

The Earth News is an independent English-language daily published Website from all around the World News

Browse by Category

  • Business (20,132)
  • Ecology (806)
  • Economy (824)
  • Entertainment (21,704)
  • General (16,848)
  • Health (9,865)
  • Lifestyle (839)
  • News (22,149)
  • People (826)
  • Politics (831)
  • Science (16,035)
  • Sports (21,323)
  • Technology (15,805)
  • World (805)

Recent News

Potential caterpillar mimicry in a tropical hummingbird – Falk – 2025 – Ecology – ESA Journals

Tropical Hummingbird’s Surprising Caterpillar Mimicry Revealed

September 4, 2025
Degrees of Science: Healthy Aging – KWTX

Unlocking the Secrets to Healthy Aging: A Science-Based Guide

September 4, 2025
  • About
  • Advertise
  • Privacy & Policy
  • Contact

© 2023 earth-news.info

No Result
View All Result

© 2023 earth-news.info

No Result
View All Result

© 2023 earth-news.info

Go to mobile version