Gated MQL Integration
The traditional MQL model is the most common lead attribution system in B2B marketing today. We have extensive experience optimizing this funneled approach. Through that experience, we can be plugged in anywhere within that funnel. From driving top of funnel engagements to optimizing engaged audiences to drive bottom of funnel conversions, we have optimized journeys to generate consistent pipeline.
How We Start: The Audit
Depending on the needs of the team, an audit is our first step. The audit takes two weeks to complete. The goal of the audit is to see what is/is not generating measurable pipeline. From there, we work closely with your team to understand the nuances as to why some tactics have/have not been successful.
In our experience, there can be several reasons as to why an MQL system is not generating consistent pipeline. From top of funnel audience targeting, to SDRs/BDRs simply not following up on leads, we have a consistent track record of being able to step in and seamlessly audit the entire funnel to see what is/is not being successful. We have a great blog post that can run you through the top four we have seen across our career.
What We Will Need to Complete the Audit
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Platform Access
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Salesforce
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LinkedIn
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Google Ads
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Microsoft Ads
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Display Advertising Platform
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The ability to sync with internal stakeholders around lead quality
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Core Target Account list or a rough idea on what types of companies you would like to target
Action Plan
Once we have completed our audit, we can then immediately start shifting targeting, ads, and audience creation to better target your ICP.
All of this will be outlined in your audit so you will know exactly what the plan is and how we will execute.
Timeline to success:
The success timeline greatly depends on the previous engagements of your ICP and how they fit within our tiered system of engagement. If you already have a lot of ICPs at the Demo Ready stage then it could take 1-2 months. If you have no audience size to speak of it could take 6-9 months. If we are making adjustments to the titles we are targeting consistently, and you have a small audience, it can take longer than 9 months. Every situation is different but we do have a general timeline we recommend.
We traditionally recommend a timeline of 3-6 months.
Check out the following blogs to better understand this approach
