In this episode of The RevOps Corner, our host Eddie Reynolds sits down with Renee Cohen, Vice President of Marketing and Operating Partner at Norwest Venture Partners, to discuss the evolution of lead generation strategies in B2B SaaS companies and the death of the MQL.
The conversation covers topics such as the integration of inbound and outbound strategies, the importance of account-based marketing, and the role of intent data in identifying potential clients.
Key insights include the critical analysis of current lead scoring practices, the debate on routing high-intent leads, and strategies for creating effective target account lists for cold calling.
00:00 Introduction
02:50 The Importance of Benchmarking
03:49 Investment Trends Post-B2B SaaS Industry Shift
06:45 Redefining MQLs
10:53 The Challenge of Efficient Lead Scoring
15:30 Rethinking Lead Generation Strategies
21:31 Optimizing Lead Management and Routing
22:52 Strategic Approach to MQLs and Outbound
28:02 Exploring Growth Strategies and Benchmarks
28:31 The Cost of Customer Acquisition
32:15 Leveraging Owned Intent Data
41:05 The Art of Routing Inbound Leads Effectively
44:19 The Importance of AE and SDR Collaboration
50:26 Closing Thoughts and Resources
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