Podcasts are growing in popularity among brands. Brands are starting their own podcasts, making guest appearances (guesting) on other podcasts and/or sponsoring existing podcasts. And with all of these new investments in podcasts, marketing and business leaders are going to want to start understanding how podcasts are generating ROI. And therein, lies a problem. “Podcasts […]
What is a Marketing Qualified Lead?
A marketing qualified lead (MQL) is a lead whose firmographic characteristics and history of engagement with a brand indicate that they are likely to become a customer in the future.
In B2B SaaS companies, sales and marketing teams work together to establish the criteria for designating a lead as an MQL. Once the criteria have been established, marketing teams are responsible for generating leads, nurturing those leads into MQLs via cross-channel engagement, and passing MQLs on to the sales department.
Many B2B SaaS marketing/sales teams use some form of lead scoring to determine when a lead should be designated as an MQL by the marketing department and handed off to the sales department.