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www.edwinabl.com

Hey there —

It's hot here in London 🥵 !! Here are 7 things I thought you’d need to know for June 25th in under 3 minutes:

. . .

Leadership 😬

1. I’m reading: Turn the ship around: A true story of building leaders by breaking the rules by David Marquet. This is a simple, inspiring, game changing book. The message is so simple.

2. I’m listening to The Coaching Habit by Michael Stanier. I picked up 3 key questions to ask your direct reports / team. 

Start a sentence with:

👉 Out of curiousity….. 
👉 What’s on your mind?
👉 And what else? 
👉 What are the real challenges here for you? 

CRO / CMO 🚀

3. The ‘bow-tie’ funnel is a brand new marketing update. Specific research about what's working now. Turns out it’s quite a simple review of your sales funnel to the SaaS sales model. See it here.

4. 25 cold email marketing tips

5. Tried and tested a few of these RESEARCH backed subject lines. Several worked. Ask me which ones I found to be most effective! 

Well-being 🧠

6. Productivity is always a worry. For me. And for my team. I always revert to reading James Clear when I need a refresh. Here is one on How to achieve your goals easily

7. Learn the 10 bad habits of unsuccessful people.

. . .

One more thing...Thanks for reading.

Enjoy your evening. And if you like this newsletter and want to support it, forward it to a friend 🤝, tweet me 👏, or if you’re seeing this newsletter for the first time, you can subscribe here.

Thanks, 
Ed 

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🤔 q&a: Why MQL's are Irrelevant (and How to Make Them Relevant)?

Most marketers begin by looking at ‘how do we build a framework’ around Marketing Qualified Leads. This isn’t a bad thing. But the current MQL framework is in dire need of a shakeup.

Marketing Qualified Leads (MQLs) are normally determined on what web pages somebody visited, what they’ve downloaded, and engagements through a variety of channels. Normally built from a marketing automation lens. This is a mistake. In my experience you see the marketing leader building an automation funnel and tech architecture with a consultant or MA specialist. This is normal to one extent. But watch out to not fall into the trap of MQL vanity.

The above approach is growing in irrelevance in the eyes of most CEOs.
For MQLs to benefit your business, as marketers, we must change our line of thinking and not purely present MQL numbers reports. Most people in the business don’t even know what they mean. Some marketers don’t even know what ‘they’ mean by MQL.

I think it’s essential when designing your lead score / workflows, you think about the true value to the sales funnel. It’s more important than ever to define more stages in the lifecycle — MQL 1, MQL 2 and MQL3 (for example). The idea behind this structure will allow you define multiple touch-points across the buyer journey. Ensuring greater personalisation.

However, in many companies, there’s a disconnect between marketing and sales that leads to stagnant, one-dimensional techniques like MQLs.

This growing issue is evident in other marketing models and practices, such as ‘adding value’ and buyer personas. As such, many marketing leaders find themselves operating on an island, separated from the rest of their company — as opposed to an indispensable cog in a finely tuned machine.

📲 New Recommendation For Your Stack 

 
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💥 Gmass - Send mass email campaigns inside Gmail


Pitch: Get the highest open rates you've ever seen! I'm a massive fan of MixMax but wanted to give this a spin. So far, so good. Easy to use and a super lite email automation/ marketing tool. 

Learn more 👈



Access my archive with over 100+ articles —> Go Here

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ABOUT THIS NEWSLETTER

My mission is to help aspiring marketing / sales leaders with the new revenue mindset; people who want to get ahead; people who worry about their impact and help them gain context for what matters to a CEO.

You setting up to grow your impact??

 

lets chat