Traffic is anonymous visitors to your website or Driven Pipeline content.
A lead is someone who leaves their contact information or expresses interest through a lead magnet (white paper, report, webinar, etc.).
MQL (Marketing Qualified Lead) is a marketing special lead qualified lead that has a certain level of purchase intent or target suitability.
SAL (Sales Accepted Lead) is a lead that has actually been accepted by the sales team.
SQL (Sales Qualified Lead) is a lead for whom a meeting has been scheduled and for whom specific conditions such as decision-making authority and budget have been confirmed.
At this stage, the customer experience is different . For example, let’s take a cloud company. They attract visitors to a blog about cloud security or migration, and those who subscribe to the newsletter or follow the company’s SNS become how to implement a cross-channel marketing strategy? leads. Those who attend a webinar such as ‘The Future of
Cloud Technology Seen at CES’ are classified as
MQLs, and those who apply for a “cloud service introduction consultation” after the webinar become SALs. The sales team verifies the company size and budget of this lead,
and then converts it into an SQL to set up an actual meeting and contacts them directly.
As a result of building this MDP, the recapture team is now seeing that about 70% of all sales meetings are coming through this marketing-driven pipeline. Over 80% of those are organic (search-based) customers who are brought in solely through content, without any advertising costs . Instead of just having salespeople make phone number thailand calls like they used to, we are now acquiring and converting customers Driven Pipeline in a sustainable way based on the prospect’s journey.
What is the difference between a marketing funnel and a marketing pipeline (MDP)?
Marketing funnels and pipelines are different perspectives on the same process. The marketing funnel is based on emotions and motivations from the customer’s perspective . It is designed around the psychological Driven Pipeline stages that customers feel, such as awareness, consideration, and decision.
On the other hand, the marketing pipeline (MDP) is divided into measurable elements from the seller’s perspective. It consists of specific and quantitative indicators such as traffic, leads, MQLs, SALs, SQLs, and Deals. While the funnel explains ‘why’ customers move, the pipeline focuses on ‘how’ to move customers.
Why MDP is Important in B2B Businesses
The reason why MDP is important in B2B business is because the purchasing decision process is fundamentally different in B2C and B2B. In a B2C environment, the consumer can pay directly. In other words, the purchase decision maker and the payer are the same person. The consumer has the power to pay within his or her budget
And the decision process is relatively simple.
But in the B2B environment, this is not the case. Even if practitioners are interested and feel the need, final decisions often require approval from superiors or other departments. In this complex decision-making process,
MDP provides a framework that can systematically manage from
the moment a potential customer first shows interest to the final purchase.