Implemented correctly, Account-Based Marketing drives more highly qualified accounts to your website. Although these leads are highly qualified, they may be a Marketing Qualified Lead but not quite ready to be a Sales Qualified Lead. Lead qualification is incredibly important when you have more highly qualified accounts are visiting your website.
Getting the right leads, and only the right leads, from marketing to sales is a tall order. It helps to have a qualification strategy that sorts the ready from the not-ready into appropriate journeys. At Rubis, we use predictive analytics in our Lead Qualification Process to uncover where your highly qualified accounts are in their purchase journey in order to deliver personalized messaging to drive them from one lead stage to the next.
Marketing and Sales Alignment by the Numbers
- Alignment of sales and marketing impacts revenue growth up to 3 times [Source: Bulldog Solutions]
- Companies with aligned sales and marketing generated 208% more revenue from marketing [Source: MarketingProfs]
- Companies with mature lead generation and management practices have a 9.3% higher sales quota achievement rate. [Source: CSO Insights]
- When sales and marketing teams are in sync, companies became 67% better at closing deals [Source: Marketo]
Example lead qualification:
Marketing-Qualified Leads (MQL): The prospect has demonstrated some level of interest or engagement that tells marketing this is a genuine lead.
Sales-Accepted Leads (SAL): Sales accepts the lead and agrees to take action.
Sales-Qualified Leads (SQL): Leads that have passed the point of qualification by the development team or sales, and are moving into an opportunity stage.
Marketing and sales alignment is crucial when creating a Lead Qualification Process. Marketing needs to deliver key highly qualified account behavior insights directly to sales. Find out how you can use the Rubis ABM Audience Report to uncover what your top 200 accounts are researching on your website right now.