ABM Analytics Breakdown #2 – ABM Foundation: Moving from MQLs to MQAs

March 7, 2018

In traditional demand generation, companies have long used Marketing Qualified Leads (MQLs) to designate leads they consider worthy of sales. But ABM is account-centric, not lead-centric which means we need different metrics to measure account-based strategies.

Join Charm Bianchini, Head of Global Demand Gen at Engagio, as she breaks down how to make the transition from measuring the behavior of individuals to measuring account engagement. You’ll discover:

  • Why companies need to move from MQLs to MQAs – Marketing-Qualified Accounts
  • How to get started with MQAs in your organization
  • Easy ways to make account-based information actionable

View the slides from this presentation.

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ABM Analytics Breakdown Session #1: AMB Measurement: The New Metrics for Account-Based Strategies
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ABM Analytics Breakdown #2 – ABM Foundation: Moving from MQLs to MQAs
ABM Analytics Breakdown #2 – ABM Foundation: Moving from MQLs to MQAs

Demand gen has long relied on MQLs to designate leads worthy to pass to Sales. But ABM is account-centric, ...