Leads may be the goal of any B2B marketer’s lead-generation activity, but not all are created equal.
For US-based maker of cloud contact centre and customer experience technology Talkdesk, changes to its marketing programs had boosted pre-marketing qualified leads (pre-MQLs), but not the quality of what was being passed through to its sales development representatives (SDRs).
“We run a variety of campaigns that are geared around thought leadership, talking about improvements, efficiencies, and operational gains,” Talkdesk senior director for global campaigns and performance marketing, Kim Roman, told CMO.