MQL Subscription

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The Demand Gen Era is Over. Are you playing by an old set of rules?

There is no need to “create” demand.

Demand for technology organically exists in the market.

Every single company has tech needs. We just learn what they are, what challenges are driving those needs and where they fit in the priority list.

Matching the technology demands of B2B IT buyers with the partners who can meet those demands makes more sense than “generating demand.”

At The Launchpad, we’re simply tech matchmakers.

Problems With The Demand Gen Era

Buying Feels Less Personal

Old demand generation processes create generic buying experiences that make customers feel like just a number.

Marketing Isn’t Focused On Revenue

With their main focus on lead generation and cost per lead, marketers have lost the link to revenue. We believe cost per conversion is a more meaningful metric.

Sales And Marketing Don’t See Eye To Eye

Marketers are focused on generating traffic and leads. Sales cares about hitting revenue goals.

Highly Qualified Conversation-Ready Purchase Intent MQLs

MQLs from The Launchpad are not just a number. They weren’t collateral downloaders or event attendees that we assumed to be a lead. They took a survey telling us their challenges, IT priorities and purchase plans.

We’ve moved beyond The Demand Gen Era.

Welcome to The Revenue Era.

IN THE REVENUE ERA, THE CUSTOMER IS AT THE CENTER OF EVERYTHING.

We power your Revenue Era with Highly Qualified Conversation-Ready Purchase Intent MQLs

How Our MQLs Meet the Demands of The Revenue Era

(or, what the heck is a highly qualified, conversation-ready purchase intent MQL?)

Highly Qualified

Targeted data sets hone in on your ideal audience. Custom surveys identify their plans, priorities and needs. Decision-making authority is a qualifier to participate in the survey.

Conversation-Ready

They’ve told us their challenges, IT priorities and purchase plans in the survey – they are primed for a more in-depth conversation. Our MQLs provide you with specific data points to engage them in meaningful dialogue around their unique needs.

Purchase Intent MQLs

Every MQL provides deep insight into purchase intent and buying plans, and paints a picture of the challenges that drive their tech needs. You’ll know what they’re buying – and why – with each MQL.

Our MQLs connect technology buyers and sellers around informed conversations. We've changed the way we think about demand gen so that we can double down on revenue.

We’ve moved beyond The Demand Gen Era.

Welcome to The Revenue Era.

IN THE REVENUE ERA, THE CUSTOMER IS AT THE CENTER OF EVERYTHING.

We power your Revenue Era with Highly Qualified Conversation-Ready Purchase Intent MQLs

Why MQL Memberships Make Sense

Set It And Forget It

We’ll keep your branded or co-branded digital marketing campaigns running and refreshed regularly to capture real-time conversation-ready purchase intent leads. That means a steady and consistent flow of leads to your sales team for real-time engagement.

Predictable Marketing Spend

With one of our MQL Memberships, you’ll not only receive a predictable flow of conversation-ready purchase intent leads, you’ll also be able to budget a predictable marketing spend.

Training And Support

You’ll get access to MQL best practices training videos, The Launchpad MQL Knowledge Center and a custom call guide for follow-up. You’ll also receive on-going Account Management & Project Management support to fine-tune, troubleshoot and brainstorm.

Priority Access To Data & Accounts

For Rocketfuel members, you’ll receive priority access to data and accounts. If you’re targeting particular accounts, we can be sure to penetrate them from multiple angles and with multiple stakeholders.

Flexible & Adaptable Campaign

Ability to build multiple campaigns within your MQL membership. Flexibility to change the flow of appointments: slow down in the summer, speed up at the start of the year.

Discounted Pricing

Receive discounted pricing on Highly Qualified, Conversation-Ready Purchase Intent MQLs. Up to 25% off MQLs for members.

Membership Perks

Exclusive deals only available to members:

  • 10% off Qualified Appointment Setting Services
  • 15% off Training and Coaching Services
  • 20% off Data Purchases (contact, account & install-base intelligence)

No Hassle, Easy Out

Cancel at any time with thirty days written notice.

Exclusive Memberships

We limit our memberships to no more than 100 clients. This ensures the quality, deliverability and exclusivity of leads.

But Don’t Take Our Word For It. Check Out What Our MQL Clients Are Saying:

Everything You Want to Know About Highly Qualified Conversation-Ready Purchase Intent MQLs

What exactly is an MQL?

Let me start by talking about what our MQLs are not. Our MQLs are not collateral downloaders or event attendees that we assumed to be a lead. Our MQLs are IT buyers who took a survey telling us their challenges, IT priorities and purchase plans. Our MQLs are conversation-ready purchase intent leads. Targeted data sets hone in on your ideal audience. Custom surveys identify their plans, priorities and needs. Decision-making authority is a qualifier to participate in the survey. They’ve told us their challenges, IT priorities and purchase plans in the survey – they are primed for a more in-depth convo. Our MQLs provide you with specific data points to engage them in meaningful dialogue around their unique needs. Every MQL provides deep insight into purchase intent and buying plans, as well as paints a picture of the challenges that drive their tech needs. You’ll know what they’re buying – and why – with each MQL. Lots of rich conversation starters to be able to position your solution for the sale.

What are MQLs good for?

All kinds of things! You can use MQLs to support your inside sales team and keep them more productive by calling on conversation-ready purchase intent MQLs who are ready to take their call. MQLs are great to shorten the performance ramp of a new sales rep or a new product line. They’re useful to jumpstart your lead flow in new or challenging markets. You can use MQLs to do a target account deep-dive and build dimensional visibility into multiple buying centers within your target accounts. They’re great as a lead filter to screen out the “tire kickers” so your sales team can spend their time with only qualified prospects with near-term buying intent.

How does the ‘matching’ work?

When we set up an MQL campaign, you will select the various lead buckets that you would like to generate leads for. When we launch the campaign, we send surveys out to IT buyers, which

pinpoint their technology challenges, IT priorities, and purchase plans. When their needs, priorities or purchase plans align to the lead buckets you selected as a focus for the campaign, we call that a match. Matching the technology needs and purchase plans of B2B IT buyers with the partners who can meet those needs is what our matchmaking is all about!

What’s the benefit of subscribing to an MQL membership?

With an MQL membership, we’ll keep your digital marketing campaign running and refreshed regularly to capture real-time conversation-ready purchase intent leads. That means you’ll have a steady and consistent flow of leads to your sales team for real-time engagement. Not only that, you’ll also be able to budget a predictable marketing spend. Members receive price breaks on MQLs as well as Qualified Appointment Setting Services, Training and Coaching Services, and Data Purchases. With membership, your MQL campaign is flexible and adaptable – you have the ability to build multiple campaigns within your MQL membership as well as flexibility to change the flow of appointments: slow down in the summer, speed up at the start of the year, or adjust the pacing to whatever works for you. As a member, you get priority access to data & accounts. If you’re targeting particular accounts, we can be sure to penetrate them from multiple angles and with multiple stakeholders. You’ll also get access to MQL best practices training videos, The Launchpad MQL Knowledge Center and a custom call guide for follow-up. You’ll receive ongoing Account Management & Project Management support to fine-tune, troubleshoot and brainstorm. We limit our memberships to no more than 150 clients to ensure the quality, deliverability and exclusivity of leads.

What happens if we never reach them? Bad phone numbers/emails?

Bad phone numbers and emails technically shouldn’t happen, because the prospect leaves their updated email and phone number in the survey. However, typos can occur. Reach out to your MQL Project Manager and we will either get you accurate information or replace the lead. If you can’t reach them, but have accurate phone and email, we will share best practices on how to connect. Sometimes we don’t connect on the first, second, or even third try. Try at different times of day and call consistently. Leave voicemails and emails – when your campaign launches, we create templates for voicemails and emails that align with our best practices. You’ll receive lots of support to connect with your prospects.

Can we see the survey?

We’re happy to share the survey, and even welcome feedback. We’re open to hearing questions you want to include, and will do our best to include the ones you deem to be high priority. That being said, we’re pros and we ask that you trust us and the best practices we’ve honed over the years. Certain questions are important to include in the survey, and it’s important to keep the survey brief, while still collecting a wealth of purchase intent information.

What do we need to get started? What’s the setup process?

You have three options to get things started:

  1. If you’d like to sign up for one of our exclusive MQL memberships and create a steady flow of conversation-ready purchase intent leads, you can do so here: https://mql.thelaunchpadleads.com/mql-memberships.
  2. If you’d like to try a project-based MQL campaign first, you can set that up here: https://mql.thelaunchpadleads.com/mqls.
  3. If you want to chat with someone first, use this calendar link to book a time that’s convenient for you. https://go.oncehub.com/LaunchpadSales

After you sign up, here’s what the basic process looks like:

  1. We lead you through a launch call and capture the primary focus for the MQL campaigns and help you select the lead buckets and campaign criteria
  2. We capture campaign assets or anything else you feel is relevant to share with us to set your campaign up for success
  3. We set up your campaign and get it launch-ready
  4. Our marketing team creates the content, messaging and survey
  5. Our support team creates a call guide with best practices for MQL follow-up
  6. We send over all of our industry secrets: MQL Development Best Practices video and MQL Follow Up training video
  7. Get ready to LAUNCH!

Are you giving them gift cards or incentives?

We use different kinds of marketing incentives, including gift cards or registering in a giveaway, to rise above the clutter in the market and entice your target audience to take a survey. Incentives are employed as a thank you to the IT buyer for participation in the survey, which allows us to target the most qualified and relevant IT buyer contacts to engage and provide intelligence around upcoming purchase plans and IT priorities. When they have real, actionable tech needs that are a fit for your MQL campaign, only then do they become a “lead.”

We’re not getting anyone to take our calls, any advice?

Yes, loads! But a few questions first:

  • How many times have you called?
  • Have you watched the best practices video?
  • Did you leave a voicemail following the best practices template?
  • Did you send an email with a calendar link per best practices?
  • Did you watch the MQL Training video?

Be sure to do all of the above, and remember, it may not be a one-call close. MQLs are part of a larger lead nurturing strategy. MQLs tell us what your prospects need, what their biggest challenges are, what their top IT priorities are and what their purchase plans are for the year. These all provide great dialog points once you engage with them. There are lots of different things you can do to increase connections. The number one thing to do is keep calling. IT leaders are busy and may not pick up the phone the first few times – or the first 10 times – you call. Perseverance is the name of the game. Keep trying. Leave voicemails. Send emails. Send calendar links for them to book a time to talk to you. We generate our own MQLs internally to support our appointment setting side of the business. Our team calls our MQLs and sometimes they answer on the first or second call, and sometimes we have to call every day twice a day for a month before we connect. The most important thing is that we have purchase intent data that will drive conversations. The hard part is connecting, but it will happen if you persevere.

How come when we get them on the line they say they have nothing going on or they’re all good?

That’s what we call an early dismissal. You know when a telemarketer first calls you, you don’t know what it’s about and don’t really care, and all you want to do is get them off the phone. That’s an early dismissal. Don’t worry! They’re easy to overcome, especially because they took a survey and armed you with conversation points relevant to their needs that you can use to turn it around. Just use the survey data points – and maybe even remind them that they took the survey – to engage them in dialog. Try something like, “Hmmm, I was actually just following up on a survey you took, where you said you are addressing X, Y, and Z this year. We do X, Y, and Z very well – in fact, it’s our core competency. First, thanks for taking the survey. Second, how can we help you with these initiatives?”

How many leads will I receive at a time?

It depends. We will send you as many leads that respond to our outreach, as long as it meets your campaign criteria of lead buckets, geos, company size, etc. MQL engagement varies depending on the size of the data set, the messaging, the type of technology and many other factors. You’ll receive as many as are a fit for your campaign. If it’s not enough, we’ll drive more engagement. If it’s too much, we can slow down the outreach. You can upgrade your membership at any time to increase the flow and volume of MQLs.

Can you help us understand when these people filled out this survey so we can reference that?

Sure. Check the “Survey Submitted Date” and you will see when they took the survey. Feel free to reference it!

But Don’t Take Our Word For It. Check Out What Our MQL Clients Are Saying:

“We won a deal at this account, $21k of endpoint protection. The lead was spot on, very solid lead.”

 

Chris E., Vice President of Marketing
Vice President of Marketing

“The Launchpad team did an exceptional job on this one. Prospect was a member of the IT department with influence over data storage, data protection, or data management.  Hit all the marks for me.  Plus, he was very friendly and open, which makes our job much easier.”

 

Mark Z., Managing Partner
Managing Partner

“The calls went really well. The purchase intent data gave us more than enough information to have some background and bring in the right resources to have a productive discussion. I would rate my experience with The Launchpad as a 10 out of 10. It was an excellent call and kick-off, the customer showed has a real opportunity. We plan to have a review call next week with the customer to address questions and dig deeper.”

 

Scott W., Account Executive
Managing Partner

“We just concluded an intro call with this lead… The information was accurate/spot-on. They have requested a demo and pricing tomorrow – small, 5 user opportunity to begin with but with a growing organization. Our reseller was very pleased with the lead. Thanks again for this lead … keep em’ coming!”

 

Karl F., Channel Development Representative
Managing Partner

“We are very happy with the results on this project to date. I am hearing very solid feedback from our partners. Managing this project has been a joy, thanks for all you do and keep up the stellar work! It is truly being noticed and appreciated.”

                                   

Arrow Splunk Team
Vice President of Marketing

“We appreciate the support and the work that The Launchpad team does- you guys really do ROCK with your info for the calls and your team’s interaction with us!”

 

Steven P., Sr Account Executive
Vice President of Marketing

“The purchases intent data I received prior to my call were extremely good. I would rate my experience with The Launchpad as a 10 out of 10, you guys are amazing!”

                                  

Kathleen S., Client Executive
Vice President of Marketing

“I have heard lots of positive feedback and buzz about the leads we receive from The Launchpad. THANK YOU!”

 

Sam S., Director of Marketing
Vice President of Marketing

“Thank you so much for bringing us such great leads!”

 

Hannah M., Senior Account Manager
Vice President of Marketing

“The call went great, the purchase intent data points were perfect, and our next steps are a call to discuss plans further.  I would give a solid 10/10 here, which is rare for these types of services!”

Joey T., Account Executive
Vice President of Marketing

“I have received phenomenal feedback from my team regarding this lead. Thank you for your thoroughness in vetting out prospects. Excellent, excellent work!”

Lindsay G., Director of Operations
Vice President of Marketing

“This was a great opportunity which resulted in a deal closed for $17k.”

Brendan B., Supplier Manager
Vice President of Marketing

“This was a really good lead and I look forward to keeping you posted on what kind of product deal comes out of it.”

 

Jeff B., Chief Business Development Officer
Vice President of Marketing