B2B Marketing Strategies Decomposing the Lag B2B Marketing Strategies Fourquadrant.com/Marketing-Resource-Blog
B2B Marketing Strategies Decomposing the Lag
B2B Marketing Strategies
Fourquadrant.com/Marketing-Resource-Blog
Effective Marketing Strategies!
Effective Marketing Strategies It is possible to shorten the lag but doing so requires a thorough understanding of:
The specific business problem 1
The customer buying process 2
The value drivers that resonate with the different personas in the buying process 3
Relevant and meaningful content for each persona aligned to the buying process 4
The sales process 5
Decomposing the tactics underneath the
marketing process reveals
Creating the Lead (via the specific demand creation vehicle) and
converting to a Marketing Qualified Lead (MQL) requires approximately 30 days. This
assumes demand creation vehicles (web forms, syndication, events,
emails, webinars, etc.) will generate leads over a period of
time greater than one day. In addition, the lead needs to be
entered into the marketing automation system, appended
(automatically or manually), scored and routed.
Effective Marketing Strategies B2B Marketing Strategies -Decomposing the Lag
1
Decomposing the tactics underneath the
marketing process reveals
Converting the MQL to a Sales Qualified Lead (SQL) is assumed to
also take 30 days on average. Here, the hand-off between the demand creation and demand
management teams takes place. The Sales Development Rep (SDR
or Business Development Rep (BDR) receives the hand-off via the marketing automation system and confirms that the MQL criteria has
been met.
Effective Marketing Strategies B2B Marketing Strategies -Decomposing the Lag
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Decomposing the tactics underneath the
marketing process reveals
Converting an SQL to a QSO. Over the next 30 days, the SDR
will engage in a multi-touch integrated approach (phone
contact and emails) to engage with the SQL. The SDR will try to obtain information about specific criteria needed to fulfill the qualification matrix jointly created by the sales
and marketing teams. If the combination of responses in the
qualification matrix meets a threshold to convert an SQL to a
Qualified Sales Opportunity (QSO), it is passed to sales and
entered into the sales automation system.
Effective Marketing Strategies B2B Marketing Strategies -Decomposing the Lag
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Decomposing the tactics underneath the
marketing process reveals
Working the QSO to a closed/won status is the primary responsibility
of the sales team, and many companies track and manage this
process via “the close ratio”. There may be several stages between
QSO and closed/won what’s important is the time period
required. It typically requires about three months to bring a QSO to
closed/won status.
Effective Marketing Strategies B2B Marketing Strategies -Decomposing the Lag
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Effective Marketing Strategies!
B2B Marketing Strategies Decomposing the Lag
Learn More Effective Marketing Strategies
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