The Broken MQL Definition
Downloading an ebook doesn't mean someone wants to talk to sales. Period. Full stop.
The traditional B2B SaaS MQL definition is broken. We keep running the same tired playbook and expecting different results:
- Gate an ebook
- Blast paid ads everywhere
- Score leads based on arbitrary points
- Send to SDRs
- Harass people until they block us
The outcome? Wasted budget, damaged brand reputation, and zero pipeline impact.
Identifying the Real Problems
The issue isn't gating content. The real problems are:
- Treating every form fill like they're ready to buy
- Using outdated MQL definitions from 2010
- Forgetting we're marketing to actual humans
- Prioritizing quantity over quality
Aligning Strategy with Intent
We need to stop treating every content download like it's a sales lead. Match your follow-up to the actual intent shown.
- Segment based on intent signals
- Nurture with relevant content
- Use retargeting strategically
- Build relationships on social (without the immediate demo pitch)
- Focus on solving problems first
- Deliver value consistently
- Let them raise their hand when ready
Building Meaningful Relationships
If your outreach strategy makes you cringe, it's probably been making your prospects cringe for a long time.
Focus on building pipeline, not collecting email addresses.
