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Are Industrial Companies Wasting Their Leads?

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:

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SAL is the Glue that Binds Sales and Marketing in Lead Generation

A lead is a lead, right? Depends – are you in marketing or in sales?

SAL – Sales Accepted Leads is the bridge between Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL).

No, I am not splitting hairs nor am I indulging in semantics. Clearly defining and understanding the implications of MQL, SAL and SQL are critical to the success of B2B lead generation.

Assigning a numeric score to business sales leads based on a predefined set of rules, takes away the subjectivity out of qualitative ranking like Hot, Warm and Cold leads. Quantitative lead definitions reduce the friction between sales and marketing.

B2B marketers are being held a lot more accountable (as they should be) for their contributions to a company’s revenues. This is more so for industrial marketers because generating a steady stream of high-quality sales leads plays a far more important role than other B2B marketing objectives such as branding, thought leadership and/or community building.

These days, respect for B2B and industrial marketing is spelled as M E T R I C S.

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