No matter the size of the company or the industry they are in, my conversations always boil down to them wanting more leads from their industrial marketing. Yet I see very few of these companies with a lead nurturing strategy in place to convert leads into sales opportunities. As a result, online leads sit untouched or go without a response for weeks if not months.
Often I see marketing people from manufacturing and industrial companies hand off leads to sales with little to no qualifying. This only causes more frustrations and reinforces the long-standing belief by sales that “Marketing generates crappy leads.”
It is important to understand the differences between a Marketing Qualified Lead (MQL), a Sales Accepted Lead (SAL) and a Sales Qualified Lead (SQL). (See my post, “SAL is the Glue that Binds Sales and Marketing in Lead Generation.”)
Here are some eye-opening statistics from a study done by MarketingSherpa: