Category: Marketing News

Marketing Qualified Leads: How To Identify and Convert High-Interest Prospects

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Marketing Qualified Leads MQLs: Complete Guide for 2026

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Marketing qualified prospect

A marketing qualified lead (MQL) is a lead that the marketing team has deemed more likely to become a customer compared to others. These leads that marketing engages, vets, and passes along to sales are called marketing qualified leads (MQLs). Combined with firmographic and technographic fit data, intent signals help marketing teams prioritize leads showing real buying behavior, not just general content engagement. The platform covers 500M contacts and 100M companies with multi-source verification, so the firmographic and technographic data behind your scoring model reflects current reality. When aligned with sales teams, marketing can qualify leads that sales love to close. This layer ensures that the contacts receiving your content are not just demographically similar to your buyers — they are behaviorally aligned with buyers in an active purchase process.

MQLs are potential leads that need nurturing before being passed on to the sales team for further qualification. Get this wrong and the impacts can be felt downstream, with fewer sales conversions and lackluster revenue. At Act-On, we know that understanding the marketing qualified lead (MQL) meaning is an essential first step, but how you define MQLs is equally important.

Marketing qualified prospect

The tool helps your sales team stay focused by highlighting which leads need follow-up, deals that are going cold and what actions can improve outcomes. Even if they haven’t submitted a contact form, you can pass the company to your sales team or use Prospector to find the right contact to reach out to. Pipedrive’s Web Visitors add-on reveals which companies are visiting your site, even if they don’t fill out a form.

Understanding Marketing Qualified Leads (MQLs):

Marketing qualified prospect

An MQL (marketing qualified lead) is a prospect that marketing has identified as worth pursuing based on fit and intent signals. The result is MQLs from audiences your competitors can’t reach and a brand presence in the AI answers your buyers already trust. The following figures are drawn from LeadSpot’s client data and the 2026 B2B Pipeline Trust Report research across 500+ B2B marketing and sales leaders. LeadSpot runs multi-touch email, content, and outbound sequences that build brand familiarity and prime the lead for your sales team before delivery. This blueprint is mapped to industry-specific syndication networks — meaning your content reaches professionals in the right companies, in the right roles, at the right seniority level, before any intent signals are evaluated. HQL-level syndication adds custom qualifying questions — “Are you evaluating solutions in the next 6 months?

  • A qualified prospect refers to a potential customer who meets certain predefined criteria that make them a suitable target for a B2B cold-calling campaign.
  • That’s why it’s essential to understand how to properly define, attract, and score a marketing qualified lead or MQL.
  • At this point, you should foster sales and marketing alignment and implement effective sales methodologies to encourage MQLs to purchase.
  • The SAL stage creates accountability between marketing and sales.

The difference between prospecting and marketing is that prospecting is a strategy used in marketing to find a larger audience and help the sales team reach their full TAM potential. The goal of needs analysis is to identify the prospect’s key challenges and tailor the product or service to meet their specific needs. This involves asking questions, listening actively, and understanding the prospect’s pain points. The key difference between leads and opportunities lies in their level of qualification and readiness to purchase. By understanding the distinction between leads and prospects, you can tailor your sales and marketing efforts accordingly.

LeadSpot operates exclusively through exclusive, industry-specific syndication networks that competitors cannot access — not public ad inventory or scraped lists. A pillar post Marketing qualified prospect ranking for a high-intent keyword generates leads at near-zero marginal cost. Branded and comparison keywords (e.g. “best B2B lead generation agency,” “competitor alternative”) deliver high-intent MQLs. Present the definition to your VP of Sales or VP of SDR and ask them to formally agree that any lead meeting these criteria is one their team will work within a defined SLA. A prospect contacted 72 hours later has had a chance to engage with the content, recall why they downloaded it, and is receptive to a conversation that continues that context. Research from LeadSpot’s pipeline trust study found that delaying SDR outreach from 24 hours to 72 hours increased response rates by 22%.

Even with a well-defined process, questions about the MQL stage are common among marketing operations, sales operations, and RevOps teams. This is how you transform your MQL program from a guessing game into a predictable revenue machine. This is the only way to ensure your MQL program is a revenue driver, not just a lead generator.

Marketing qualified prospect

HubSpot Sales Hub gives sales teams AI-powered tools to manage leads, qualify prospects, and move opportunities through the pipeline. Identifying which stage an opportunity occupies helps sales teams prioritize their pipeline, allocate resources effectively, and apply the right tactics at the right time. Many sales teams rely on the BANT framework (Budget, Authority, Needs, Timeline) to make this determination. Entry point context helps sales teams frame their qualification conversations more precisely. Gain insight into the survey results from over 300 buyers and sellers, from individual contributors to CEOs, that will help your sales team improve their prospecting effectiveness. Discover how The Brooks Group IMPACT Selling® sales training program gives sales teams a proven framework to connect with prospects, ask the right questions, and sell with value.

Why is it important to qualify BtoB contacts?

Marketing qualified prospect

Say a lead signs up for a webinar and lists their job title as “Head of Sales Operations” at a 120-person software-as-a-service (SaaS) sales company. Without visibility into this behavior, your marketing team risks passing leads to sales too early or missing sales opportunities entirely. Next, you’ll learn how to identify a marketing qualified lead step by step.

Our clients remain partners because we deliver the support and well-qualified appointments their sales teams need to close deals. Most lead gen companies hand you a list of names and call it a day. Mastering this distinction ensures your sales team invests their time in conversations that convert to revenue.

When the marketing team passes an MQL to sales, the sales team does not automatically add it to their active pipeline. This distinction matters because the single biggest mistake marketing teams make with MQLs is treating high engagement as synonymous with purchase intent. Identifying marketing qualified leads early can significantly lower customer acquisition costs by focusing resources on prospects most likely to convert. A marketing qualified lead (MQL) is a prospect your marketing team deems ready for engagement based on targeted interactions.

What Is Market Segmentation? Definition, Example, and Types 2024

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Everything You Need to Know About Behavioral Segmentation + Examples

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Customer segmentation

If you're a sneaker retailer, for example, targeting the market segment of people who work as medical professionals can help you better speak to the level of comfort your sneakers provide. Demographic segmentation is effective because people who share each trait have things in common. Both types of segmentation divide people based on their shared traits—be that their age, interest, or purchasing habits. The more people you can target, the more chance you have at making money online, right? Marketing to the right people, at the right time, and in the right way can elevate the campaigns of any company.

For example, over 817,669 people moved away from California in 2022, and almost 75,423 left in 2023. It may also help to review segment changes alongside current events and cultural shifts that impact demographics. If you haven’t already, review your key performance indicators (KPIs) for each of your customer segments.

Customer segmentation

Combine your data with customer segments, which Shopify users can create using built-in segmentation tools. A few weeks or months into your strategy, evaluate whether key business metrics—such as new customers, customer acquisition costs, and retention rate—improved as a result of market segmentation. Much like any new marketing strategy, the most important step is evaluating whether your segmentation strategy worked. You can collect the relevant market data from your business tools—but if you're a Shopify user and segmenting using customer data, look no further than Shopify's segmentation tools.

Put simply, market segmentation helps to identify potential customers, while customer segmentation helps better reach existing ones. While closely related, customer and market segmentation are separate disciplines. If you can’t collect customer information directly, you can take steps to purchase it from third parties. Marketers can take the entirety of the information they have about each segment and use that data to build marketing programs that resonate directly with the group. One of the most common uses for customer segments is to create personalized marketing experiences designed specifically for each customer group. You might use a demographics-driven segment of only men, college-educated and 40 years old or more to develop a particular ad campaign in a men’s magazine.

In the agglomerative approach, the algorithm starts with each data point being in its own cluster. In the third step, the best solutions are selected and these are randomly changed, which is also referred to as mutation in this context. The second step is to determine the quality of the solution using a fitness function. EAs are a class of optimization methods to find an approximate solution to a problem which also includes clustering. The usage of k-medoids and other k-means variations is included in our k-means classification. Discrete wavelet transform captures location and frequency information.

It should be clear by now that there are many types of market segmentation methods, but some are more commonly used. More satisfied customers lead to glowing reviews, and you can harness the power of those recommendations and build a referral marketing strategy. Using lead scoring, you can watch as your increasingly targeted marketing brings in more relevant prospects. In fact, 80% of companies that use market segmentation have reported that they see an uplift in sales.

Step #7: Implementation and monitoring

However, if you’re considering the entire market, you might compare people that are in the market for a sedan versus a sports car, which is much broader. The “target persona” (or “marketing persona”) is, by definition, a personification of a specific customer segment so it’s not uncommon for businesses to create several personas to match the various customer segments they’ve created. These customer segmentation groups can also be used to begin discussions of building a marketing persona or product user persona. Customer segmentation is the process by which you divide your customers up based on common characteristics – such as demographics or behaviors, so your marketing team or sales team can reach out to those customers more effectively.

How to Use Customer Segments?

Customer segmentation

Expand your group of stakeholders to include representative employees from each department and team the new segment will affect. Your goals dictate how you segment your customers, and also the appropriate resources to employ. Segmentation of a broader audience usually starts with a hunch that turns into a hypothesis. Instead, you'll want to use basic analytics tools on your site and/or app to gather essential data such as demographics, geographies, technographics, behaviors, and value to the business. These segments can be combined with demographics to create personas, messaging, and playbooks that target deeper-than-basic needs. You'd segment this way to maximize the return on investment for different levels of effort and sales team resources.

Skipping steps, particularly data unification and validation, is the most common reason segments fail to produce results. (See the machine learning and k-means clustering resources for more). Market segmentation often involves assumptions about people you haven't acquired yet. Segmentation moves you away from one-size-fits-all marketing and toward engagement that's relevant to each customer.

Customer segmentation types include demographic, geographic, psychographic, technographic, behavioral, needs-based, and values-based approaches. Customer segmentation involves dividing people into groups according to common traits. For instance, you might want a representative sample of 30 million people to see if they will buy your tea.

FAQs on customer segmentation

Customer segmentation

Why $20M+ DTC brands regret building data infrastructure in-house—and how a managed platform cuts costs, speeds time-to-insight, and eliminates key-person risk. Tired of broken APIs or building pipelines from scratch? Customer segmentation analysis doesn’t just make your marketing more relevant. This is where most brands start, and the fields they look at are age, gender, income, household size, and Customer segmentation location.

  • Some companies are ready to take the next step in a few months, while others need longer planning.
  • This outcome-focused approach categorizes audiences by their core functional or emotional needs, moving beyond simple demographics or behaviors.
  • Start your free trial with Shopify today—then use these resources to guide you through every step of the process.
  • Segmentation may sound a little familiar to another process we often discuss here on the HubSpot blog — creating buyer personas.
  • The method you choose depends on what you’re trying to solve.

Market segmentation vs. customer segmentation

In the business world, grouping customers—or customer segmentation—offers valuable insight that allows you to customize your customer experience and build relationships with buyers. The process of understanding who customers are typically focused on psychographics, demographics and, in the case of B2B, firmographics. When you’re building, marketing or optimizing a product, there’s no ‘one size fits all’. Many businesses start with gender segments when building a customer segmentation program. After building your segments, the next step is to understand how they behave. By examining your customer base and gathering data, you can strengthen your observation skills and gain a deeper understanding of the people you serve.

B2B Target Audience: How to Identify the Best for Your Business

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How to Identify and Engage Your B2B Target Audience

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B2b target audience

A B2B product or service is typically more complex, involves a bigger investment and offers more robust features than B2C solutions. Businesses that offer products and services to other businesses (B2B) have different goals and approaches than those that target individual customers (B2C). It goes without saying that by segmenting your B2B target market, you’re more likely to reach those who need your product or service. For many B2B companies, especially those selling high-value solutions, account-based marketing (ABM) has become the gold standard for targeting. For example, the target market for an online bookkeeping tool might include businesses with over $500K in annual revenue.

B2b target audience

Here are some B2B marketing examples of businesses that do it right. A B2B marketing approach that works for one business may not work for another, but that’s not to say we can’t learn something from the pros. Many surveyed marketers say using AI for content creation is one of their most common use cases. As AI tools refined their models and integrated into tech stacks, marketers noticed opportunities.

It can also help you choose the right customer self service software, so customers can find answers, access relevant resources, and solve common issues without unnecessary back-and-forth. You need to explore their pain points, challenges, goals, and motivations, among other factors. Ultimately, the B2B target audience is the key group of businesses that B2b target audience a company strategically focuses on to drive growth, generate leads, and establish successful business partnerships.

B2b target audience

Understanding target markets and audiences

If you’re feeding your models low-quality, incomplete, or biased data, the outcome will be flawed. Many B2B organizations miss critical signals, like competitor research and solution evaluation, that don’t happen on their owned platforms. Delivering results depends on messaging, timing, and engagement strategies that resonate with your prospects’ current priorities. This analysis allows a marketing team to understand what content topics indicate early, mid-stage, and late-stage research, which is critical to building a campaign that will have the greatest impact. Now you’re ready to begin creating specific target campaign audiences from your key account list. Good sources of data for this include analysis of touch points from real-life, account-level sales journeys (for example, who engaged with marketing, who attended events, who was present at critical meetings) and prospect and customer interviews.

  • This approach enhances the likelihood of capturing the attention and interest of potential customers, ensuring that resources are directed toward engaging those most likely to convert and become loyal clients.
  • Ultimately, the B2B target audience is the key group of businesses that a company strategically focuses on to drive growth, generate leads, and establish successful business partnerships.
  • For B2B audiences, a fifth type, firmographic segmentation (company size, industry, revenue, tech stack), is often the most actionable filter for how to identify your target market and define your ICP.
  • Because each niche and markets have common similar pains and needs which you could solve.
  • For many B2B companies, especially those selling high-value solutions, account-based marketing (ABM) has become the gold standard for targeting.
  • B2B market segmentation focuses on finding unique audience segments by revealing common characteristics.

Its GTM Context Graph processes 1.5B+ data points daily, fusing verified firmographic and technographic data with intent signals and behavioral patterns to surface which accounts in your target market are in-market right now. ZoomInfo, an all-in-one AI GTM Platform, connects your target market definition to live campaign execution. This approach gives you a real signal in days rather than waiting for a full campaign cycle to produce data. Review win/loss data and average deal size by segment to confirm budget fit. Skipping validation is one of the most common causes of wasted spend in B2B marketing.

Introduce your product as the solution to overcome these hurdles. Identify patterns and common features between your biggest, best, most satisfied, and returning/long-term customers. Buyer personas are character sketches of the archetype people you want to sell to, and they delve into individual details.

B2b target audience

Not all solutions are created equal—the accuracy, relevance, and effectiveness of your campaigns all rely on access to high-quality data processed through advanced analytical methodologies. Bombora has a number of data solutions that help marketers develop their personalization strategy. Once the characteristics of an ICP have been defined, they can be used to create a key account list, which includes the specific, high-potential companies and prospects your campaign will target. When you deliver genuinely relevant content to people actively researching your category, you’re providing value rather than adding to the noise.” This approach goes beyond traditional audience segmentation to understand not just who your potential customers are, but what they’re actively researching, when they’re in-market, and how they prefer to consume information.

B2b target audience

You need a game plan that builds confidence, hones skill, and makes the work easier (especially for new hires or those selling in complex spaces). (Not to mention missing opportunities to serve your target audience better.) If you’re not prioritizing the systems and workflows that shape customer relationships, you’re leaving revenue on the table. That means you need a sales analytics solution that offers actionable, AI-powered insights all the time. The right tech stack helps teams test plays, sharpen execution, and prove which sales efforts are driving results across your product or service line.

B2B Lead Nurturing Services Lead Nurturing Agency

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The ultimate B2B lead nurturing playbook for businesses

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b2b lead nurturing company

Lead generation is extremely important, which is why it is key to pick a lead generation company that aligns with your sales and marketing strategies and your overall goals. But if you have a small team and want to outsource lead generation activities or need help getting initial traction, lead generation companies can be the way forward! If you’ve got a team of skilled sales and marketing people who do lead management in-house, you can consider equipping them with tools to help them do their jobs better. The choice between a lead generation agency and software depends on what your business needs. If you wish to outsource all tasks related to lead generation, including lead capture, nurturing, qualification, and appointment scheduling, a lead generation agency is what you are seeking.

Choosing a lead generation company is not about finding the highest-rated option. Pricing for lead generation companies in the USA varies significantly based on whether you hire an agency or use a self-serve platform. They offer both full-service SDR and fractional SDR options, so you can choose the level of involvement that matches your budget and team size. As AI Overviews and conversational search tools change how buyers discover vendors, this focus on emerging channels gives them a differentiated position in the market. They specialize in generative engine optimization (AEO), helping B2B, eCommerce, and manufacturing brands capture leads through AI-powered search channels in addition to conventional outbound.

Then, you create content and SEO strategies specifically to attract and engage them. Now, you need to ensure people can find it. Social proof includes testimonials, reviews, and client logos.

The best lead generation company depends on your goals, budget, target market, and preferred acquisition channels. If finding the perfect B2B lead generation company feels like it’s taking you hours to narrow down, you’re not alone. If you’re analyzing the data correctly and you actually have a low conversion rate, the reasons are likely too specific to your business to opine on in an overview article like this one.

b2b lead nurturing company

Marketing execution is struggling? Your messaging isn’t done yet

  • Callbox is a B2B lead generation agency that helps businesses with lead generation, sales appointment setting, and outbound sales development.
  • A lead generation agency runs campaigns on your behalf, handling prospecting, outreach, and appointment setting as a managed service.
  • The Chrome extension is convenient when you’re browsing LinkedIn or company websites.
  • Now, you need to ensure people can find it.

You can save contacts, log calls, take meeting notes, set follow-up reminders, and move contacts through a Kanban-style sales pipeline. It also includes a B2B database where you can filter prospects by job title, industry, location, company size, and more, which means you aren’t limited to LinkedIn as your starting point. If you’re trying to build an email list from existing website traffic and want a free lead generation software to get started, BDOW is a good place to begin before investing anywhere else.‍ The free version has a fully functional opt-in form builder with basic targeting, so it’s not a watered-down demo of the paid version. BDOW also lets you test different form variations and lead magnets using A/B testing to improve conversion rates over time, rather than simply setting things up and walking away. The only downside to the free version is that it’s a 7 day trial instead of an ongoing free plan, so it's more of a test drive.

b2b lead nurturing company

According to Hubspot’s latest State of Inbound Marketing report, social media was rated the most effective channel for acquiring high-quality leads last year. Here are some lead generation statistics that reveal more about how social media and lead generation interact. Sales teams don’t always get qualified leads from marketing. It’s no wonder, then, that over two-thirds of B2B brands utilize strategic landing pages for lead gen.

Never miss out on a follow-up

This guide explores what lead generation is and how it converts buyer interest into measurable pipeline and growth. Modern buyers expect role-specific enablement, seamless omnichannel engagement, and clear proof of value before engaging with sales. Even third-party lead generation companies utilize the tools mentioned in this article to achieve the results they need!

b2b lead nurturing company

Build your sequence with Al-powered personalization, hit send, and let Instantly handle follow-ups, routing, and reply handling automatically. Instantly gives you triple-verified contacts, built-in warmup and AI outreach in one place.

As B2B lead generation software, it handles prospecting well but requires separate platforms for lead capture, follow-up, and conversion. Built for converting paid traffic, so you get more qualified leads from the same ad budget. Funnels load fast on mobile, leads are qualified through interactive logic rather than static forms, and follow-up triggers the moment someone submits.

Most B2B conversion rates aren’t higher than this, particularly in industries with longer sales cycles. As businesses grow, it’s typical to deal with low conversion rates, and the process of improving these rates is called conversion rate optimization (CRO for short). In case it’s useful, I’ve also compiled the conversion rates into a single chart.

Meet Ava—your AI BDR who handles prospecting, outreach, and follow-ups, so your team can focus on closing. When you approach this stage with the right expectations, it’s easier to create content that resonates. Sales Focus integrates a range of CRM and marketing automation tools to support automated lead nurturing. Lead nurturing improves conversion rates by keeping prospects engaged, informed, and moving through the sales funnel. This ensures that qualified leads are consistently guided toward becoming customers. Automation allows us b2b lead nurturing company to trigger timely communications based on lead behavior, increasing conversion rates without increasing manual workload.

Superco stands out as an award-winning Shopify Plus agency headquartered in London that transforms ambitious eCommerce brands through strategic development and marketing. In a particularly impressive case, they helped a home decor retailer slash ad spend by 30–50% while simultaneously increasing ROAS by 50–60%—showcasing their skill in budget optimization and profit maximization. Based in Fort Wayne, this agency excels at optimizing ad spend and improving conversion rates for eCommerce and consumer service clients.

Whether you need international expansion support, industry-specific expertise, or comprehensive digital marketing services, there’s a partner on this list that can help you achieve your goals. When selecting a lead generation agency, consider your specific requirements, target market, and growth objectives. The world of lead generation companies offers a diverse array of specialized services and approaches, each designed to address specific business needs and challenges. Ziff Davis Performance Marketing has carved out a specialized niche among lead generation companies for small business by focusing specifically on technology sector clients.

AI agent Ava handles every step of the outbound sales process, so you don’t have to. The full feature set includes website tracking, CRM data syncing, email personalization, and more. Once someone visits your site or interacts with a key element, your ads will start showing up in their feed — on Google, or wherever you’re running them. Hence the importance of tying touches together with a CRM or lead nurturing tool that tracks interactions across channels. According to research by McKinsey, B2B buyers now use an average of 10 different channels throughout their journey. It’s not about the hard sell yet, but it’s okay to start positioning your solution as one of the possible fits.

What is ABM Marketing? A Complete Guide for Beginners

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8 steps to build your account-based marketing strategy + recommended tools

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Abm content planning

If you’re looking to create abm content that speaks to real-world problems, search for industry-specific questions or even pose your own. It’s an ideal place to see what’s trending and what challenges your target audience is seeking solutions for. The question-and-answer format allows users to ask specific questions and receive detailed responses from the community. You may uncover perspectives that resonate with the challenges your target accounts face, which can be invaluable when crafting ABM content strategy.

Understanding your target accounts—what drives their decisions, what they care about, and how they perceive your offering—is key to crafting effective abm content. Research from Gartner demonstrates that personalisation can increase the likelihood of a high-quality purchase by 9%. This approach leads to faster, more meaningful interactions and a greater likelihood of advancing conversations.Get In Touch This highly actionable approach strengthens alignment between sales and marketing, offering tailored assets at critical sales touchpoints.

At Semrush, she helps scale blog production while maintaining quality, driving significant content growth. Ana Camarena leads Semrush’s Organic Content team. To set up the tool, you’ll need to connect your social media profiles. Unless you’re a one-person team, you’ll need to assign tasks and deadlines to organize the content development process. However, each of these platforms is different, and you’ll need to adapt your content plan to them.

Abm content planning

Leading Indicator Metrics

Filter the comment sections by ‘Top’ or ‘Best’ to identify the most engaging or insightful contributions. Whether you’re looking for insights on specific topics or searching for trends that your target accounts are engaging with, Reddit offers a wealth of information. When creating content for ABM campaigns, it’s essential to draw from diverse sources that can help you tap into the specific needs, challenges, and interests of your target accounts. The final P, Proof, focuses on demonstrating the efficacy of your content and your solutions.

Abm content planning

  • Break down the wall between marketing and sales; plan your campaigns together.
  • Effective account-based marketing requires a foundation of data and automation to bridge marketing and sales efforts.
  • The future belongs to organizations that combine account-based precision with modern marketing technology to create experiences that feel personal at scale.
  • The key to successfully attracting high-quality accounts is to personalize content to those accounts.
  • In the context of ABM content marketing, expert opinions can help elevate the perceived value of your solutions, building trust with target accounts.

This includes costs for content creation, advertising, software tools, and personnel. Integrated go-to-market planning means combining several of these strategies for maximum impact, and collaboration across marketing and sales teams is key. This process can start by drafting an initial set of high-value target accounts, a key-account identification process, and a rich library of market-ready content to be used in personalized campaigns. Successful ABM is executed by sales and marketing departments working together to establish a cross-functional team and conducting joint go-to-market planning to identify common success metrics and goals.

Alignment between marketing and sales is critical for the success of any business, and ABM serves as the perfect conduit for this alignment. By focusing efforts on best-fit accounts, ABM Abm content planning ensures that marketing and sales are not merely aligned but are marching in lockstep towards the same ambitious goals. It helps guide sales and marketing teams toward their highest-value prospects with precision and personalized engagement. Measuring success can be tricky, but focusing on engagement with target accounts is key. One challenge in ABM is getting sales and marketing teams to truly work together; clear communication and shared goals help here. Finally, ensure your sales team is fully involved in the process from start to finish.

All About ABM Campaigns:

Abm content planning

Examine the data to identify what works and what doesn’t and be prepared to refine your strategies accordingly. This could be weekly or monthly, depending on the complexity of your marketing plan. This could include campaign launches, content releases, events, product launches, or significant marketing initiatives. Use relevant keywords, optimize meta descriptions, and include internal and external links to boost search engine rankings. Investigate which website pages show the highest buyer intent, especially when those pages tie to a solution being promoted for the overall campaign. While there are several ways to determine the strength of your assets, you’ll eliminate much of the guesswork by looking at the historical data around past asset performance from previous campaigns or nurture programs.