How marketing can produce truly valuable leads w/ Quincy Johnson

01/18/24 • 16 min

B2B Content Show: A Podcast About the How, What, and Why of B2B Content Marketing

One of the biggest sources of tension between marketing and sales is the quality of leads.

From the point of view of sales, marketing qualified leads, or MQLs, are notoriously iffy, derived from people downloading gated content and signing up for newsletters and so on.

Marketing hands these leads over to sales, thinking, we've done our part! But sales turns around and says, these leads are garbage! People who download an ebook or whatever are not necessarily in the market. We need leads that are actually ready to buy!

It stands to reason that marketers could do with a better way of sourcing and evaluating leads before handing them to sales.

What could that look like?

My guest today is here to paint us a picture.

Quincy Johnson is a senior consultant at Compound Growth Marketing, a demand generation consultancy.

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

Hosted on Acast. See acast.com/privacy for more information.

One of the biggest sources of tension between marketing and sales is the quality of leads.

From the point of view of sales, marketing qualified leads, or MQLs, are notoriously iffy, derived from people downloading gated content and signing up for newsletters and so on.

It stands to reason that marketers could do with a better way of sourcing and evaluating leads before handing them to sales.

What could that look like?

My guest today is here to paint us a picture.

Quincy Johnson is a senior consultant at Compound Growth Marketing, a demand generation consultancy.

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

Hosted on Acast. See acast.com/privacy for more information.

Previous Episode

Seeing marketing from a sales perspective w/ Joel Barker & Karl Steiner

In some very basic way. the purpose of marketing is to support sales. And so it stands to reason that the more marketers know about how sales actually works, the better. But marketers often have only a hazy understanding of what motivates salespeople and HOW they sell. I know that was my experience when I worked as a copywriter in the medical device industry. I actually went through sales training and did ride alongs with reps. But still, in my day to day work I wasn't really seeing things from a sales perspective.

To help us better understand what marketers ought to know about how sales works, my guests today are Joel Barker and Karl Steiner. Joel is creative director and principal at Lion's Way Content, and Karl is lead writer and principle Lion's Way.

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

Hosted on Acast. See acast.com/privacy for more information.

Next Episode

Re-examining the bottom of the funnel w/ Lashay Lewis & Tas Bober)

We're all familiar with The Funnel ...

We know there's a top of the funnel, a middle, a bottom ... and everything in between.

The top is where we just try to make prospects aware that we exist ...

And once they're in the funnel, the marketer's job, alongside sales, is to nudge them further along until they're at the bottom, where, presumably, prospects are just about ready to buy ...

and we marketers do our part by supplying bottom of the funnel content to help get them over the finish line.

But for my guests today, this tidy little picture is maybe a little bit too tidy.

Tas Bober is founder of Delphinium Solutions, an consultancy specializing in landing page strategy for growth-stage SaaS companies ... and Lashay Lewis is founder of Authority Plug, a content marketing advisory firm.

The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.

Hosted on Acast. See acast.com/privacy for more information.