The MQL vs SQL issue revolves around readiness; a marketing qualified lead (MQL) is a lead that has shown enough interest so marketing is willing to pursue them, whereas a sales qualified lead (SQL) is a lead that has been determined by sales to be ready for a conversation with a representative. But MQL vs […]
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What Is Marketing Attribution? A SaaS Guide Marketing attribution is the process of assigning credit for a conversion to the marketing touchpoints that contributed to it, so you can find out what really drives revenue rather than guessing. In short, marketing attribution answers the following question: “What made a customer buy?” This guide explains what
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Lead scoring is a method for ranking your leads by how likely they are to become customers, so your team can focus on the ones that matter instead of treating every sign-up the same. In its simplest form, you assign points to the signals that predict a good customer, add them up, and use the
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What is customer churn? Customer churn is the rate at which customers stop paying for or using your product over a given period. For a SaaS business, it is one of the most important numbers to understand, because it measures the opposite of everything your marketing and product teams are trying to build: lasting relationships
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What is a drip campaign? A drip campaign is a sequence of pre-written messages sent automatically after a person takes an action or meets a specific condition. The messages are usually emails, although the same logic can also be used for in-app messages, push notifications, SMS, and customer success tasks. For example, a new user
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What is lead nurturing? It is the process of building a relationship with a potential customer over time, guiding them from first interest to a buying decision with relevant, well-timed messages instead of a single hard sell. In practice, it means meeting people where they are. Someone who has just signed up for a free
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What is SaaS marketing automation? It is the use of software to handle routine marketing and lifecycle tasks automatically, based on what users do in your product and where they sit in the subscription lifecycle. Instead of sending the same newsletter to everyone, you respond to a signal. Someone signed up but never started. They
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