![]() I would also add that education-oriented nurture streams should be tightly aligned to this stage as those inquiries that do not score high enough to move to teleprospecting should be automatically routed for further education and then allowed to trickle through your AQL gate. This was a key improvement and it is important to understand how each sub-stage works and inter-relates with the others:Īutomation Qualified Leads (AQL) as Sirius defined it, is the use of marketing automation to score inquires to determine which ones are ready for the next step in the qualification – teleprospecting. In the 2012 revision of the framework, Sirius moved beyond a single definition of an MQL and instead broke it down into 4 separate sub-stages. They insert this step in the Marketing Qualification stage of the waterfall – also known as Marketing Qualified Lead stage. It also needs to be measured in a new way and used to validate programs and campaigns early and often. With its latest iteration of the Demand Waterfall, SiriusDecisions is simply showing how this proven process needs to be aligned properly with best-in-class demand generation modeling and measurement. “Teleprospecting is more important than ever” – SiriusDecisions At some point, every organization has used some flavor of teleprospecting to drive leads into the funnel. ![]() Before email it was considered the low-cost channel to reach a broader base of prospects and customers with your message and try to source more qualified leads for sales. Sales and marketing teams have been teleprospecting for decades. #1: Comprehensive marketing qualification stage – including telemarketing I have explained the first point below, the second and third points are covered in Part 2 of this article. To me, there were three areas that I found most interesting, and explaining these points will help you to understand just why the Demand Waterfall is so widely used. When SiriusDecisions unveiled the ‘rearchitected’ version of their Demand Waterfall in 2012, it was clear that it had become a sophisticated and mature framework that logically arranged all the elements that marketers need to coordinate in order to optimize their demand generation efforts. ![]() In this 2-part article, we explain how it works and why it is so useful. Marketing strategy Tags: B2B Marketing Funnel SiriusDecisions Waterfall Launched in 2002, and revised in 2012, the SiriusDecisions Demand Waterfall has become the de facto standard for managing demand generation processes.
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