Lookalike marketing powered by artificial intelligence ToFu MQL SQL New Customer WRONG QUESTION: WRONG QUESTION: WRONG QUESTION: WRONG QUESTION: How many raw leads can I What percentage of MQLs What is my MQL to SQL What is my SQL to get that match the (crude) can I get from my list of conversion rate? customer conversion rate? Ideal Customer Profile I raw leads? What actions are closing defined? the most deals? RIGHT QUESTION: RIGHT QUESTION: RIGHT QUESTION: RIGHT QUESTION: Are we starting with the Which raw leads are worth What are the SQLs that How does each new right raw leads. What are the cost of human contact we’re not getting but closed deal shed light on the salient characteristics verification based upon should be getting, and the best actions and of my best customers and factors such as expected why? Are we starting with processes across our how can I find more LTV? Are we getting the the right raw leads? What entire sales & marketing companies like them? right MQLs to create great are the best approach? new customers? actions/processes to get the kind of MQLs that will become SQLs and then customers? Optimization in isolation causes us to ask the wrong questions at almost every step in the funnel. Optimizing in isolation means we only care about the nearby steps in the funnel. For example, a typical optimize-in-isolation top-of-the-funnel lead generation process only cares about finding companies that match a so called “Ideal Customer Profile,” not how likely the seller is to convert these raw leads into MQLs or valuable customers. Instead, let’s look at the funnel differently. Let’s replace the Standard Model with a Holistic Model. The first step in doing that is to start asking the right questions. LeadCrunchN. America HQ, 101 W. Broadway #200, San Diego, CA 92009 www.leadcrunch.ai ▪ 888-708-6649 ▪ [email protected]