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Marketing playbooks
How a seasoned marketing-operations team defines an MQL, structures lifecycle stages, scores leads, paces email and keeps a database clean — the standard practice, how to set it up in your tool, and how MarqIQ checks it against your own records.
Understand
What it means and how it is worked out.
- Build a nurture program that people finishHow should a nurture program be structured — how many emails, how far apart, saying what, and when does someone leave it?
- Decide how often to email, and to whomAre we sending too many emails, and what cadence should we run?
- Define an MQL your sales team will acceptWhat should count as a marketing-qualified lead, and how do we make the definition stick?
- Design a lead scoring model that predicts customersWhat should our lead scoring model look like, and how do we know it works?
- Judge your email results against B2B normsWhat is a good open rate, click rate, bounce rate or unsubscribe rate for B2B email — and how do ours compare?
- Keep a CRM database clean, month after monthWhat does good data hygiene look like, what should we check every month, and what do we do with the people we cannot reach?
- Report marketing to the board in one pageWhich marketing numbers belong in a board update, and how do we present them without being picked apart?
- Route leads to the right owner and keep the SLAHow should new leads be assigned, how fast should sales respond, and how do we know the hand-off is working?
- Segment an audience by industry, size, title and countryWhich segments should we build for targeting or ABM, and how big does a segment need to be?
- Structure your lifecycle stages so each one has one meaningWhich lifecycle stages should we have, in what order, and what moves a person between them?