MQL gets thrown around in B2B marketing circles with very little practical advice on what an MQL actually is in your business, or what to do with one once you've identified it. Here's a working definition (three explicit criteria), how to identify MQLs from your inbound traffic, and the scoring and handover process that converts them into pipeline instead of clutter.
B2B tech SEO is its own discipline, more specific, trickier, and easier to get wrong than general B2B search. Misname your product against what Google actually calls it and you're invisible to the people searching. Here's a step-by-step walk-through, from separating products and services through buyer persona mapping to building a content plan that captures the right traffic.
By the time your marketing team has captured a few hundred leads, sales is asking which to prioritise, and the answer can't be "all of them." Lead scoring assigns numerical priority based on standard criteria, so the highest-value leads get human attention and the rest get nurture. Here's a practical lead-scoring approach you can stand up this week, plus the wrong ways to use it that quietly kill the program.
Pouring hours into a deeply technical blog post and watching it get two views in two months is its own special demoralisation. The fix isn't writing easier content; it's writing technical content the way Google rewards. Here are seven steps to technical blogging that ranks, starting with long-tail keyword research and ending with the structure search results actually pick up.
Google Analytics, Google Ads, LinkedIn Campaign Manager, they'll all happily hand you hundreds of B2B marketing metrics, and tracking them all means understanding none of them. The actual answer is five KPIs: cost per visitor, visitor volume, lead conversion, MQL conversion, SQL conversion. With those five you can run your marketing process. Here's how each connects, and why the other hundreds are noise.
New marketing automation platforms tempt you straight into yet another welcome series, yawn. The real wins are bigger and easier to copy than that. Here are concrete marketing automation examples drawn from 20 years of implementations: enrich prospect data, alert sales to important activity, personalise at scale, automate lead nurture with sales activity, and run account reviews on autopilot.