MQL gets thrown around in B2B marketing circles with very little practical advice on what an MQL actually is in your business, or what to do with one once you've identified it. Here's a working definition (three explicit criteria), how to identify MQLs from your inbound traffic, and the scoring and handover process that converts them into pipeline instead of clutter.
B2B tech SEO is its own discipline, more specific, trickier, and easier to get wrong than general B2B search. Misname your product against what Google actually calls it and you're invisible to the people searching. Here's a step-by-step walk-through, from separating products and services through buyer persona mapping to building a content plan that captures the right traffic.
![Using 5 Whys Root Cause Analysis on Customer Feedback [On-Demand Webinar]](/_astro/cover.BxnaE3hb.jpg)
5 Whys is the most cited and most under-used quality tool in customer feedback. Done well, it converts "interesting verbatim comment" into root causes and action plans. Done poorly, it stops at symptoms. This 30-minute on-demand webinar covers what 5 Whys is, how to apply it to customer feedback, and when it's the right tool, versus when something else is.
![[Case Study] Turning NPS Into Business Improvement Initiatives at Manheim](/_astro/turning-nps-into-business-improvements-e1569474130332.COB_RnqD.jpg)
110 business improvement projects in 18 months, 67 implemented, 43 in progress, out of an NPS program. That's what Manheim's Marketing Director walks through in this one-hour webinar: how they got buy-in, structured the responding KPIs, and turned feedback into projects without burying the operations team.
Weighing a pig doesn't make it fatter. Measuring NPS doesn't lift NPS, you have to do something with the data. After 20 years working with companies on NPS and business improvement, here are the seven steps the organisations who actually improve their score follow consistently, starting with listening to the right customers at the right time.
By the time your marketing team has captured a few hundred leads, sales is asking which to prioritise, and the answer can't be "all of them." Lead scoring assigns numerical priority based on standard criteria, so the highest-value leads get human attention and the rest get nurture. Here's a practical lead-scoring approach you can stand up this week, plus the wrong ways to use it that quietly kill the program.
