Why Your MQLs Aren't Converting

We recently talked with a CMO at a $100 million company whose leads weren't converting, despite having quality inbound interest. The cause? It always boils down to two main problems. And this story isn't unique -- it repeats across organizations of all sizes. The two problems also repeat.

Eddie breaks down the core diagnosis framework he uses with clients to solve the issue. He also walks through a detailed case study where implementing these fixes resulted in a 2500% increase in lead to closed won conversion rates for one of our clients.

Read the newsletter on this topic here.

Explore all of our Frameworks here.

[01:09] Why MQLs Aren't Converting to SQLs

[02:25] The Real Problem Behind Poor Lead Conversion

[05:10] Two Reasons Leads Don't Convert

[06:44] Building a Solid Follow Up Process

[08:08] Hand Raisers Getting Zero Follow Up

[10:05] Case Study 25x Conversion Rate Increase

[13:02] Why Speed to Lead Matters

[16:17] The 5 Minute Response Rule

[19:46] Essential Follow Up Process Components

[22:00] Tracking and Enforcing Follow Quality

[24:13] Capacity Planning for Lead Teams

[27:34] Intent Signals and Lead Scoring

[30:16] Starting Simple with Lead Qualification

[34:46] CAC Payback by Lead Type

[38:30] Using Data to Identify True ICP

[41:29] Segmenting SQLs for Meaningful Insights

[45:50] Defining MQLs Based on Performance

[48:10] First Things to Audit After This Episode

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