SM funnel | Lead qualifying criteria

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Prospect

A first-time web visitor, looking for a solution to their pain point/educates themself Cold email, ad, social media clicker, reacts to Linkedin post/message

A returning web visitor who is browsing key pages Seek information that teaches and educates about the general product you sell Web visitor who fits BP Fills out a form, sends email to us Newsletter subscriber Signs-up for a webinar Downloads top-of-funnel content Contacts from events

Fits BP & ICP Needs sales-focused content and support Downloas bottom-of-the-funnel content (gated case study, live demo) Requests a discovery call Requests a workshop

SQLs in a negotiations phase SQL that decides to move forward with the proposal and asks for a quote

Won opportunity

Referral & partner companies

Contact unaware of our brand nor services Chosen by a Prospecting team during the Listbuilding phase

Sales

Sales/Marketing

Marketing

Opportunity

Evangelist

Prospect

Lead

MQL

SQL

Customer