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Which is a Bigger Challenge when Marketing SaaS? (of the 3 options below)
1. The pursuit of MQLs 2. Lead Scoring Optimization 3. Marketing Automation
Hands down over time it is 1. The pursuit of MQLs.
I say this because:
Marketing automation is very challenging to implement, learn and do right, but once you do the challenges are small and incremental - plus it helps with 1 and 2.
Lead scoring can be tricky to implement (we score based on app activity, demographic and psychographic data) and could require third party software in addition to your marketing automation, but again after you get it set up it should be testing and tweaking -not major day to day challenges.
However, the pursuit of MQLs is continuously challenging and just when the lead engine is humming the market changes, or a competitor doubles down on your keywords, or a tactic that was working just stops... or... So you have to be light on your feet and able to change course quickly.
But what really makes it challenging (and fun) is that MQL targets are continually going up so new ways of generating them have to be discovered and implemented.
Completely agree, Mychelle.
At the end of the day, marketing's job is to get more leads. Marketing automation and lead scoring help you qualify the leads you get in, better. But without getting the leads in the first place, the other two aren't all that useful.
I absolutely agree with your thoughts... Scoring & Automation can be tricky, but once you have them in place, the challenges are incremental !
Thanks for taking time to respond :-)
Lead Scoring Optimlization accroding to me! It requires a great understanding of your customers, product and sales funnel.
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