We discuss the difference between a marketing qualified lead (MQL) and a sales qualified lead (SQL) and how to use them to improve the customer experience. Generating leads is crucial for businesses, ...

Most B2B companies can't connect LinkedIn ad spend to revenue. Here's the attribution framework, CRM setup, and reporting ...

B2B marketers are under pressure to deliver pipeline, but the old playbook of MQL chasing, generic content and paid ads isn’t cutting it anymore. To drive growth in an AI-saturated, attention-poor ...

It’s frustrating and de-motivating for marketers to hand over leads only for them to be ignored by the sales team. Meanwhile it’s frustrating for sales to receive leads that need more time and effort ...

Dave Foster is CEO of AvreaFoster, a brand and marketing agency that helps B2B companies use the power of their brand to grow business. This era of digital marketing is dominated by reporting ...

A dichotomy has emerged between traditional B2B marketing practices and the modern, strategic methodologies necessary for success. The traditional models—often characterized by a strong focus on ...

Ultimately, it’s the process by which marketers collate the contact details of prospective new customers and assesses their potential to become sales targets. In marketing speak: it’s the process by ...