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Today, everyone knows the importance of personalization and customer engagement and how b2b marketers should prioritize it for lead conversion. Personalization is indeed one of the strong pillars of b2b sales and marketing. However, marketers should also work on optimizing personalization and adopting useful data to enhance it.

According to the predictions by Gartner, almost 80% of marketers who have invested in personalization will abandon it by 2025 due to lack of ROI. This might come across as quite a startling prediction, but before we jump to conclusions, let’s see where the real problem lies.

There is no doubt that personalization is shaping the b2b market and it has created a very positive impact on the customer-vendor relationship. But it can reap more benefits only if marketers look at personalization as not a quick-fix solution but as a comprehensive and long term solution. To optimize personalization one needs to ask certain critical questions before implementing it.

Before marketers start planning and implementing personalization as a solution to lead generation and demand generation, they must know the following-

• How do your customers perceive personalization
• Do your customers really need personalization
• How will it impact the business goals and is it aligned with the personal goals
• What does personalization mean to stake holders across all functions in your organization?
• Is the role of personalization clear to every team member in the sales and marketing
• Which data will be required to implement personalization

These are some of the most critical questions to ask yourself if you think personalization is one of your major goals.

Also, if you have already implemented personalization, do not forget to measure the results. The results will tell you a lot whether personalization is working in your favor, or whether or not you have the right data and is there a real need to adopt personalization at all.

Do you know your customer well?

It goes without saying that it will be a challenge to chalk out a personalization plan before you get to know your customer really well. Still, many marketers make this mistake of not investing enough time, money and efforts into personalization. It’s very important that you know your ideal customer profile to make personalization work for your business. One of the effective approaches that you can adopt is to look at the business goals and identify how personalization can impact those goals instead of focusing on personalization as a goal by itself.

Identify the different business goals, strategies and marketing plans and tailor personalization around these plans and goals. Focus on gathering more insights of the customers by mapping their digital footprints, engaging in conversations to get a clear idea about which customer needs personalization and how it can be tailored from lead to lead.

Data for hyper-personalization-

Without getting to know the customer well, you will not be able to drive your personalization plans effectively. And without data you won’t be able to get to know your customer well. Importance of data has already been established in the b2b domain. You need to prioritize getting the most authentic third-party data that can support your personalization initiatives. You must also adopt intent data for hyper personalization.

Conclusion-

One of the significant elements of personalization is data and marketers can’t forget that. It’s very important that as b2b marketers you invest a lot in data and optimize it for enhanced b2b sales and marketing.

A lot has changed for B2B sales and marketing in 2022. Online sales and digital interface has transformed the way people do business and has also created a paradigm shift in the buying trends and habits of customers. This has also reflected on lead generation and demand generation strategies that are being adopted by companies today.

Let us see some new-age lead generation techniques and what is here to stay!

Meet potential clients wherever they are-

Meet the buyers wherever they are, be it LinkedIn, Twitter or Facebook. With the online sales and digital outreach it has become possible to meet anyone, anywhere through the support of technology.

One of the key changes in the new lead generation scenario is that customers have more options to search for vendors online and they are making their buying decisions based on their own research and other sources which are usually validated without any help.  This is why it’s important for lead generation and demand generation professionals to meet the customers wherever they are and be in front of them.

Instead of chasing leads, create an ambience to attract, and delight leads so that they communicate with you.

Take maximum support of content-

Your content will decide how and what you will be communicating with your prospects. In today’s online sales and marketing world, content is the key element in building relationships and creating more opportunities. Build content and insights that will help your prospects and make it your value proposition apart from the services and products that you have to offer.

Create content assets that resonate with the sentiments of the customer and talks about solving their challenges. This can help generating demand and ultimately in converting leads into customers. Content plays a pivotal role in email marketing and other b2b sales and marketing activities too. Explore and leverage the power of content across all touch points to enhance the possibilities of lead conversion.

Content syndication is another technique that can help marketers immensely by widening their reach and enhancing the possibilities of more sales. Your content deserves the right audience. Let the purpose of content be served by creating maximum reach so that more and more people get to read your content and insights.

Create insightful content for better impact. Insights, statistics, latest facts and figures should be a part of your content for the b2b audience. The more you share and give; the better will be your chances at developing a loyal customer base and solid relationships.

Build go-to-market teams-

Build go-to-market teams for better results. In today’s changing market environment, b2b sales and marketing teams should be built on the basis of go-to-market strategies. Such teams should also be created across all functions of the organization. Teams should be equipped with the latest knowledge, trends, techniques and tools to have an edge over your competitors. Armed with best content assets; the sales and marketing teams should also be aligned and be on the same page for better results.

Conclusion-

New techniques will keep invading the b2b market. All one needs to do is to stay abreast with the latest in the market, invest time and efforts in understanding the buyer, the buyer’s journey and buyer’s inclinations and map their digital footprints. This will help marketers build solid buyer personas and then implement the new techniques with better results.

‘The best way to make them buy is to help them buy!’ As a B2B solution provider and problem-solver, one must be aware of the b2b buying journey and the various challenges faced by the customers in that buying journey. With so many changes happening in the market, the b2b buying journey has also become more complex and it’s exhausting for customers to navigate through the complex b2b market. Helping the customers navigate through their buying journey can help marketers accelerate sales. Let us find out how!

B2B sales have never been that simple and the evolving b2b customer and his demands have made it even more challenging. Add to it the digital revolution, use of technology and tools that are empowering customers to make their own choices even before sales people get to talk to him; b2b customer engagement is becoming a bigger challenge day by day. But think of the buying complexities from the customer’s perspective and probably easing those challenges could be the solution for increasing the revenue and sales for marketers.

Though they have more choices and all the means to take decisions by their own, they still need help from marketers to arrive at a decision that will add value and revenue to their business. This is where the help from b2b marketers becomes most valuable.

According to Gartner, almost 75% of buyers agree that purchasing has become more complex and difficult.

Typically any b2b buyer has to go through different stages of the buying process. Knowingly, unknowingly they are navigating these different stages. Customers have to first know the problem that needs to get addressed, followed by the stage of exploring options available to them in the market. The next step is to select the right vendor with whatever knowledge they have or can get online and then it is about validating the choice again based on their knowledge of the vendor before they can finally reach a buying decision.

Come to think of it, the b2b customer in most cases is all alone in taking some of the significant buying decisions that are going to impact his business. If b2b marketers help the customer in navigating these various stages of his buying journey it would ease the customer’s challenges and this would in turn ease the b2b marketer’s challenges of customer engagement…this surely would be a win-win situation.

Here are some pointers that show how b2b marketers can ease the challenges of the b2b customer’s buying journey 

• Know the customer well- You can only help him if you know what he is going through- in short, focus on the customer profile and know if you can really help him. Your solutions and his problems really need to align and only then can you be of some help to him. So in order to know that, conduct in-depth research on each buyer persona.
• Know his challenges– You can only offer that solution which is meant to solve their problems. Different customers have different challenges and they do not fully know how to navigate the buying journey. This is an opportunity for you to know if there is anything unique that you can offer in terms of solutions. If not then can you create customized solutions? Knowing their challenges can also help vendors determine whether their solution is in synch with the new struggles of customers in 2022.
• Be in front of your prospect– You must be present and be in front of your prospect. Because, by the time you reach him, he may have made his buying decision already. Generating demand and being in front of the customer with the right solution is one of the best ways to engage your customer.
• Create personalized communication– This is an important element of b2b buying and selling. Create personalized communication through email campaigns or through social media so it can ease the challenges of your customers who are searching for solutions.
• Content and insights– Buyer enablement is an important part of b2b success. It can help shorten the sales cycle and lead to quick customer engagement too. Marketers can achieve buyer enablement with the right content assets and information given to the customers at the right time. This can help customers take informed decisions and establish trust between the customer and the vendor.

Conclusion-

Buyer engagement is critical for successful lead generation. The best way to make them buy is to help them buy—if you follow this principle, may be it can reduce many of your b2b lead generation challenges and accelerate sales.

If you want to know how we have helped customers with incredible solutions, email us at  contact@intellitechsoln.com 

Most B2B marketers focus on getting more leads for enhancing sales. But for consistent business revenue and growth, one needs to focus on strategic marketing activities. Marketers should consider and adopt account based marketing as one of the main-stream b2b techniques that can also help build strong relationships with clients.

Leveraging ABM and its capabilities to its best can be done with the help of data. A data-backed ABM approach is essential if you expect high-value accounts to convert into business.

Here are some top techniques that marketers can adopt to make the most out of ABM.

Importance of Data

Without the right data ABM won’t yield you the desired results, in fact, without data you won’t be able to optimize any other b2b activity to its full potential. In fact, data should be your first priority! Having an actionable data-driven strategy and deriving the right insights from data that you have is the first step you must adopt as a strong foundation for your ABM initiatives.

Not relying on just the existing data; one must necessarily focus on intent data, third-party data to explore more possibilities and achieve more results than before. Intent-based ABM is needed to make sure you know how to make the most out of the high-value prospects and accounts and convert leads or accounts into business in less time. This will not only help you to shorten your sales cycle, but it will also help you to have a loyal customer base, long-term business acquisition and will most importantly lead to a more sustainable revenue generation business model.

Reliable intent data

For marketers who have understood the importance of data and how critical it is to have a data-driven marketing strategy, intent-based marketing is the immediate technique they must consider to get best results.

Not just any data, but intent data should be the main focus in ABM driven initiatives if you want quick and guaranteed conversions. Intent signals will help you to know your high value prospects well enough to be able to offer them the perfect content assets and customized solutions. You can create a robust ABM strategy with the help of insights from intent data that are more reliable and trustworthy. Get data that is aligned with your sales and marketing and ABM goals and thus create a more result-oriented plan with intent data.

Partner with experts

Not everyone can do ABM in-house, in fact, if you are looking at higher and quick sales and conversions its best to outsource ABM at any point of time. It will help you create more opportunities for higher revenue. Your ABM partner should be experienced in handling high value accounts with the best techniques. Any vendor who understands the value of data and uses intent data should be the right ABM partner for you.

Make sure you know their processes, what are their principles and motivation to drive high value accounts to conversion and how much do they understand the value of ABM in lead generation and demand generation. It would be best if the partner you choose also knows and helps his clients with lead generation, demand generation, email marketing etc. because all these activities are integrated when it comes to b2b business growth.

Conclusion

ABM accounts can create high revenue generation with the help of data, more specifically intent data, processes, content assets and a partner who is passionate about ABM and truly understands its value in b2b conversions and revenue generation.

Intellitech Solutions is an expert in ABM! We partner with Bombora, the leader in intent data that collects B2B intent, demographic and firmographic data at scale. For more details, email us at contact@intellitechsoln.com

B2B marketers always have to sweat it out to get those leads and then convert those leads into paying customers. If you are a B2B marketer and you want to stop this endless game of chasing leads and instead start attracting leads with better results then you must shift your focus on demand generation.

Existing accounts are important for marketers; however, creating more brand awareness and focusing on attracting new leads through demand generation also means more conversions and thus more revenue.

Demand generation being a dynamic and complex marketing activity, one definitely needs a robust strategy that can create sustainable revenue growth.

This blog throws light on how you can make your demand generation strategy strong so that it can bring you the desired results.

Focus on ABM

Don’t forget that ABM or account based marketing is an important element of your demand generation strategy. ABM is already redefining b2b marketing. Targeting accounts that have high potential of generating revenue should be prioritised by marketers. After identifying these accounts, one should then focus on enhancing these accounts by providing them with more content assets and also provide services that can help them resolve their business challenges.

Align sales and marketing

One of the most critical aspects of your demand generation activities and in fact your entire b2b sales and marketing dynamic is the alignment between sales and marketing teams. This has become vital for success in b2b today. If you want to work on your demand generation strategy to make it strong, sustainable and workable the first thing you must address is the alignment between sales and marketing team.

Both the teams need to be on the same page and need to define what good leads are. More collaboration between sales and marketing teams can help marketers to achieve their goals quickly. This can help marketers to streamline demand generation activities too for better business outcomes.

Create relevant content assets

Gone are the days when generic content worked for all stages of the sales funnel. Today with customers being more aware of what they need and where to get it from, they also expect to receive insights that can add value and align with their objectives.

Creating content assets that are in-line with the customers’ requirements and their preferences can most likely attract and delight your customers. This in turn will help you in the demand generation. Content and content assets play an important role in strengthening your demand generation strategy and without the right and relevant content you won’t be able to pull off a successful demand gen plan.

Conclusion-

Instead of chasing leads, its time b2b marketers focus on generating demand and attracting more leads that convert. This will help them convert leads quickly, build strong relationships and grow revenue.

If you are looking at ways to enhance your demand generation activity or are looking for hyper-targeted leads that convert quickly, email us at contact@intellitechsoln.com

The new environment in the b2b market in the past two years posed some new challenges for b2b marketers. Some of the major changes that have occurred in the market over the past two years have now made marketers rewrite some of the b2b sales and marketing rules!  Let us find out and discuss some of the interesting changes in b2b in 2022 and how it has changed lead generation in the post-pandemic business world.

Before 2020, it was a norm for sales people to invest time in conferences, face-to-face meetings, visit trade centers and anything that involved a direct human interaction. Today things are pretty different! The market in 2022 has changed a lot in terms of digital interface, the way sales are being conducted and also in terms of customer expectations.

As per the Mckinsey, nearly 70% of b2b stake-holders and decision-makers now prefer remote human interactions! This is a huge shift and it is bound to affect many sales and marketing practices and methodologies. With customers not wanting to go back to the traditional ways of engaging with sellers, marketers have been compelled to create a new rule book for b2b and lead generation in 2022.

What has changed for b2b in 2022?

B2B buyers and sellers prefer digital

A lot has changed in the way people approach selling and buying across different platforms. According to McKinsey, over three quarters of buyers and sellers now prefer a digital interface and also remote human engagement more than a face-to-face interaction; the main reason being convenience as buyers are happy to save time and efforts in buying things easily online. This applies to various products and services. Prospects are now doing their own research in finding the right b2b vendors and they show an inclination towards preferring those vendors who communicate with a touch of personalization. Prospects prefer those marketers who invest in nurturing leads and are also delighted with those who share free and insightful content assets.

More demand for demand generation

New-age buyers are really looking forward to sellers who are offering them exactly what they are looking for. This demand-need dynamics and its interplay has initiated new trends and has encouraged b2b marketers to focus on demand generation- generating demand for products and services that are more aligned with what the customers want.

Demand generation techniques that include nurturing the leads and creating a more favorable buying ambience for customers to engage with marketers are a major change in the b2b market today. Instead of marketers having to chase leads, they can now engage their customers by being more customer-centric, using the right communication channels at the right time and offering them customized solutions.

It’s all about being there in front of the customer even before he contacts you!

Inculcating a go-to-market approach

One of the most significant changes amid b2b marketers has been in the overall approach in the marketing techniques and processes. This includes hyper-personalization and having a go-to-market strategy. But this will take root only when it seeps into the organization across all its functions. Preparing content assets that are also go-to-market and creating processes that are versatile and customer-centric are some of the major changes in b2b in 2022.

Conclusion-

This dynamic change could just be the beginning of a revolutionary phase in the b2b market which will unfold more and more with time. But the transformation has surely begun and as long as marketers are embracing digital and aligning their strategies with the changing customer expectations, it will always be a win-win situation for both, marketers as well as customers!!!

The B2B market has been going through some significant changes over the past few years. Right from technologies to tools, the overall sales approach to customer mind-set, there has been a paradigm shift in the way business are being conducted today and also in the way product and services are being sold to the customers. Marketers are now focusing on intent data, personalization, data-driven decision making and email marketing. All these have helped companies grow their business with more leads and conversions.

Let us see how some of these prominent and value-based B2B marketing activities are impacting businesses today!

Increased use of intent data

If you want to speed up the purchase process of customers, use intent data! It is one of the most effective and lucrative tools of b2b providing predictive intelligence and smart insights such as data about the buying history, buying inclinations, purchase predictability in terms of timing and product and services and more.

Intent data when coupled with technology tools can be a great solution for all your data challenges, along with your lead generation challenges. The increasing use of intent data is testimony to the fact that marketers are swearing by intent data and are already witnessing incredible results in terms of sale and ROI.

Data-driven decision-making

Data will always reveal the truth and it will only help marketers see the real picture with more clarity than ever before. Data is the backbone of b2b and its value can help companies not just drive campaigns successfully, but also encourage data-driven decision making which can help establish potential contacts and conversations with prospects.

Data-backed decisions will always be informed decisions and strategically they are most likely to be the right decisions. Data is an integral part of the business world today, and nothing functions without the right data and insights. Naturally data-driven decision making is one of the most significant changes in the b2b landscape.

Personalized email marketing

Traditional emails have evolved drastically and the focus has now shifted on to strategic personalized messaging with empathy being the main element of communication. This significant change in email marketing is not only seen in terms of tools and technology; it can also be seen in the way sales communication is done through emails.

Though we are talking about B2B, at the end of the day, it is all about communication between person-to-person. Based on the buyer persona, buyer’s journey and other important insights, marketers are now keen on crafting personalized messages for maximum impact. For a more personal brand experience, companies are hyper-personalizing the email experience for every customer. This is hugely and positively impacting the open-rate, click rate in email marketing, thus helping marketers to leverage the power of this incredible communication tool.

Conclusion-

Evolution is the key to growth! This applies to the business world and more so in 2022. The above trends such as personalization in email marketing, intent data and data-backed decision making are all proof that b2b marketing is maturing and moving ahead with more promising and result-oriented sales and marketing activities. It’s the time to partner with experts to leverage these high potential marketing activities for more lead conversions, sales and ROI.

Account based marketing can be a game-changer when it comes to b2b sales and ROI. It can help marketers to focus on exclusive, high potential accounts and leads that can convert into business. Marketers must use different techniques of ABM to optimize it and make the best use of this innovating marketing practice.

This blog throws light on some simple yet effective techniques that can help reduce your time to close deals and strengthen customer relationships while optimizing ABM.

Tiered Target list-

Having a target list is important for successful ABM! Begin with specific and clear ideal customer profiles and buyer personas to be able to identify the high potential prospects. This will help you to build a strong TAL and thus you can simplify ABM. After you have worked out the ideal candidates or leads you can then create a tiered target list to know who it is that you need to prioritize. This tiered target list and ideal customer profiles can help you with many things such as creating personalized messaging, building unique sales strategies and nurturing techniques around specific tiered lists and the prospects within that list.

Sales and Marketing alignment-

Today, the sales and marketing teams need to be aligned for almost all b2b activities to function properly. Since ABM involves high potential accounts it is even more important that the sales and marketing teams are on the same page when it comes to choosing the right leads that will convert. It is also important that they agree upon the type of messaging that will go out to persuade those leads to convert and also agree upon processes and other factors that can impact ABM results.

Streamlined communication between sales and marketing teams is the need of the time so that marketers can leverage the potential in exclusive marketing activities such as ABM and thus convert leads into sales for better ROI.

Aligned content assets –

Today messaging and communication is crucial for creating a positive impact on leads. When customers are well aware of what they want and where to get the services they need, the responsibility on marketers increases manifold in order to reach out to the prospects with relevant and insightful content for generating demand and to attract and delight leads so that they engage further.

This is where content assets come into play as they have a very important role in b2b sales and marketing. High potential accounts in ABM need to receive outstanding content assets at different stages of the sales funnel. It is important that you provide the right insights, valuable statistics and relevant information to prospects at each stage. White-papers, e-books, blogs or infographics that can create an impact on prospects can be huge sales influencers in ABM.

Conclusion-

ABM has a huge potential in terms of sales conversions and in increasing company ROI. A mainstream b2b marketing activity; ABM can be a game-changer for b2b companies. If you plan to invest in ABM follow the above techniques to make sure you get the ROI.

It’s common knowledge today in the b2b domain that intent data is a potential tool for b2b marketers and it is helping companies to enhance lead generation and conversions. However, a lot still needs to be explored in terms of using intent data and actually implementing it for real-time results.   

This blog will take you through the current state of intent data in the market and what marketers can learn from it to accelerate business growth.

B2B marketers today, need data that can bring tangible results in terms of sales and ROI! Lack of data isn’t really the problem today. However it’s important to know which data is really useful for your business. Maybe the data that you already have has a missing piece! And maybe that missing piece is the relevance factor or its actual usefulness in enhancing sales.

Intent data can solve your data challenges making it more actionable to help you get real-time results.

Intent data works on the principles of predictive intelligence providing marketers with invaluable insights that can help them to decide their next strategy or move. It can help them to stay prepared, know which prospect to talk to and when.

Sales is all about timing and in this tough competitive world, if you aren’t in front of your target prospect at the right time, they will simply move on to someone else.

This is exactly where intent data can empower your business strategies and provide the necessary fuel to capture and convert leads into sales.

As per research conducted by Ascend2, here is how marketers perceive the success of intent data in achieving their marketing objectives-

• 69% marketers found intent data somewhat successful
• 20% found it very successful
• 11% found it unsuccessful

All in all, a vast majority of marketers actually found intent data successful!

Here are some more research based statistics that reflect the change in the effectiveness of intent data observed by marketers over the past 12 months

So what is the present situation of intent data in the market? Before you decide to implement it in your strategy, know how marketers are already feeling about intent data-those marketers who have implemented intent data in their strategy already or are currently utilizing it in the process—

Here are some results from the research conducted by Ascend2 about what marketers feel about intent data-

• Nearly 78?el positively about intent helping them to achieve their marketing goals
• Nearly 38?scribe their feeling as confident
• While 40?el hopeful about intent data
• Against these, interestingly there’s only 1% of marketers who feel doubtful about intent data being useful to them

The overall results from these surveys and research findings look positive and point in only one direction— more and more marketers are feeling confident about intent data and many are finding it useful.

Here are some actionable uses of intent data –

Conclusion-

The knowledge around intent data is certainly increasing, however, marketers need to first assess their real need of intent data and then align their business objectives around intent data. For those of you who are serious about intent data, its best that you partner or work with a vendor for outstanding business outcomes. Since many companies are still warming up to the idea of intent data and are trying to find best ways to implement it; outsourcing it to an expert would be a wise business decision to make.

Intellitech Solutions partners with Bombora, the leader in intent data that collects B2B intent, demographic and firmographic data at scale! To know more, please call us at +1 617-669-4209

If you are experiencing low lead conversion rates than expected, it may not be always about the strategy. It most probably has to do with the quality of the MQLs (Marketing Qualified Leads) in your funnel. Lead conversion is a technique and without the good leads or MQLs in your funnel, none of the other elements in your strategy can work in your favor. So how does one overcome the challenges of lead conversion?

This blog analyzes what a lead is, what are MQLs and their importance in lead generation and conversion.

What is a lead?

Before we dive into understanding how MQLs can impact lead conversion, we need to first truly understand what a lead is all about! So who is a lead? A lead is of course a prospect and certain attributes and features of every lead can help marketers identify these leads as good or bad leads!

A lead is someone who is typically facing some business challenges such as low sales, low revenue, poor strategy, incompetent resources etc. These leads are usually looking for insights or knowledge about a subject so that they can find solutions to their challenges. They also look for content assets that have a take-away and insights for them. All they need is a good b2b vendor who can guide them, truly understand their pain-points and provide the right strategic solutions to help grow their business.

Lead generation is nothing but identifying these leads with specific traits and attributes and analyzing their need for a solution. This is also where BANT (Budget, Authority, Need and Time) comes into picture. Determining the needs of a lead depending upon factors such as Budget, Authority, Need and Time is a skill-set in itself, as it can help decide the success of lead conversion for b2b companies.

So once you recognize these aspects, it becomes easier for you to define the lead and its quality. This will help you select the high potential leads and thus create better MQLs and pass it on to the next stage of the funnel. Once you attract and capture the best MQLs, half of your job as a lead generation expert is done. You have made lead conversion easy by passing on only the best leads to the sales team. By doing so, you are also shortening the sales cycle and increasing the chances of lead conversion and ROI.

Check your MQLs

If you aren’t able to convert leads into business, the first thing you must check is the quality of MQLs you have. You must analyze whether your MQLs are low quality or if they are inactive. If yes, then that is the root cause of delayed or unsuccessful lead conversion. How can leads that have less value or potential convert into business? They simply cannot!

So let us understand the MQL behavior- Yes, they have traits that make them an MQL and marketers need to focus on the behavior and thereby focus on how to convert these MQLs into sales. A typical behavior of MQL could be that it may not be yet ready to engage with a vendor but has shown an inclination towards their services. This process of identifying a high potential MQL and taking further action on it is the exact turning point where most marketers fail and thus it impacts the lead conversion results negatively.

The top-of the funnel leads are the marketing qualified leads and these need to be nurtured with relevant and insightful content assets even before they are passed on to sales, why? Because this is where their decision making is most likely to happen! This is the golden opportunity of every b2b marketer to change the mind of the lead or warm up to them and encourage the leads into make the buying decision. And then, the rest is sales!

Conclusion-

While marketers can get busy with big campaigns and other activities that can bring more sales and revenue, they must not forget the importance of MQLs in lead conversion. In fact, this is where they can fine-tune their lead generation and conversion skills by identifying the MQLs and nurturing them well.