'The leads are weak' | What is intent data? | CRM shortcomings = lost sales | Accurately measure your marketing

Learn with MarketingProfs: Your daily dose of marketing know-how. [MarketingProfs Today]( Wednesday, March 03, 2021 🥅 Your Defensible Net Advantage Jennifer Smith VP of Marketing Hi, friend. We marketers have more to do today than we've ever had to do, and we're under intense pressure to deliver what's being demanded of us—even if we don't have the time, budget, and teams we need to get that work done. That's why MarketingProfs just launched a suite of B2B consulting and content services we've aligned with core marketing disciplines: positioning, messaging, customer experience, and demand generation. And we're calling our consulting services [MarketingProfs DNA]( (Defensible Net Advantage) because they focus on the building blocks of marketers' work lives—and we've structured them to give resource-crunched marketers like you the edge you need to build and defend your advantage in the market. We'll be launching more services in the coming months, but this week we launched three: - [PositionDNA]( to help you create your unique, defensible position and messaging centered on what the market wants - [ExperienceDNA]( to improve your customer experience to increase retention and loyalty - [DemandDNA]( to help you automate demand generation, produce the content you need for your program, and build pipeline We are beyond excited to be bringing you these world-class consulting and content services. I hope you can take a few minutes to look them over and then reach out. As always, we're here to help! —Jen * * * In this issue: 1/ [Intent Data: What It Is and How to Get Started](_sLN/UEhLaDhmQnNyTlk4b3p2L2puTlVnZ2l5WUdQNFJTWHVEYkFhNGp5QmpHM1B4OFUwVWdYNHhNbDFDZW8ySmc4dFhMaUNCeDhGQThjYUxVNnphSGtjNkJxZHlwZWl6ZDZmd2hmSEdLQVFReElGd2hXakhmazNkdz09S0/) 2/ [How to Accurately Measure Your Marketing, Media, and Lead-Gen Efforts]( MarketingProfs event 3/ ['The Leads Are Weak': It's Time to Go Beyond MQLs and Drive Pipeline With MQMs Instead]( 4/ [How CRM Failings Are Costing Sales Teams Revenue]( 5/ [Give Your Team Members the Tools They Need to Succeed](jVLSAdE4wsG/UEhLaDhmQnNyTlk4b3p2L2puTlVnZ2l5WUdQNFJTWHVEYkFhNGp5QmpHM1B4OFUwVWdYNHhNbDFDZW8ySmc4dFhMaUNCeDhGQThjYUxVNnphSGtjNkJxZHlwZWl6ZDZmd2hmSEdLQVFReElGd2hXakhmazNkdz09S0/) MarketingProfs PRO membership Scroll down for more, including industry news, community goings-on, and other useful resources. [Intent Data: What It Is and How to Get Started]( MarketingProfs article [Intent Data: What It Is and How to Get Started]( Use of intent data is growing, and for good reason. But as with most new digital marketing tools, there is a lot of confusion about what intent data actually is and what it can do for your marketing. [Here's a quick overview. »]( MarketingProfs free event [How to Accurately Measure Your Marketing, Media, and Lead-Gen Efforts]( Accurately measuring your marketing, media, and lead-gen efforts, and properly attributing success, is vital for marketers—especially now, when budgets are tight. Join three top experts to learn how you can [get a handle on analytics and attribution. »]( ['The Leads Are Weak': It's Time to Go Beyond MQLs and Drive Pipeline With MQMs Instead]( MarketingProfs article ['The Leads Are Weak': It's Time to Go Beyond MQLs and Drive Pipeline With MQMs Instead]( Marketing teams are now using virtual events and meetings to generate MQLs. If marketers can do that at scale, though, Sales can get something even more valuable than Marketing-qualified leads: Marketing-qualified meeting (MQMs). [Here's what you need to know. »]( [How CRM Failings Are Costing Sales Teams Revenue](_sN/UEhLaDhmQnNyTlk4b3p2L2puTlVnZ2l5WUdQNFJTWHVEYkFhNGp5QmpHM1B4OFUwVWdYNHhNbDFDZW8ySmc4dFhMaUNCeDhGQThjYUxVNnphSGtjNkJxZHlwZWl6ZDZmd2hmSEdLQVFReElGd2hXakhmazNkdz09S0/) research [How CRM Failings Are Costing Sales Teams Revenue]( More than half of sales leaders say the failings of their customer relationship management (CRM) platform are leading to lost revenue opportunities, according to recent research. [Check out findings from this study. »]( Give Your Team Members the Tools They Need to Succeed MarketingProfs PRO membership Now more than ever, marketing teams are under immense pressure to keep up with the latest strategies and tactics and drive results. With a PRO membership, you're showing them that you get it. And you're giving them the education and community they need to meet those challenges. [Learn more.]( Afoot in the Neighborhood MarketingProfs community goings-on Are you a [PRO subscriber](? If so, have you joined our [MarketingProfs PRO group on Facebook](? Pop in so you gain access to the PRO Show with Ann Handley and Kerry O'Shea Gorgone. These fun livestreams include check-ins from MarketingProfs team members and drop-ins from special guests. March shows will include discussions about branding, so bring your questions and ideas to share! [Check it out](. We've just developed a Master Class to help you understand your customers better than you ever have: [Customer Journey Maps for Marketers](. It launches on March 9 with Certified Customer Experience Professional (CCXP) Jeannie Walters at the helm. PRO members can complete the full Master Class by joining our watch parties with live Q&A—or take the individual 10 bite-sized lessons on-demand. Or a combination of the two. Only a few weeks away: MarketingProfs B2B Forum Online 2021. Attendees will get access to two full days of inspirational keynotes and tactical sessions on the topics that mean the most to B2B marketers today. [Check it out and sign up](. News You Can Use Updates from around the industry MarketingProfs Launches Consulting Services That Deliver a Powerful and Consistent Story Across the Customer Journey [PR Web]( Tequity's SaaS Client Strongpoint Has Been Acquired by TA Associates-Backed Netwrix Corporation [TheStreet]( JustDial Rolls Out B2B eCommerce Portal [PYMNTS]( Lusha Opens First US Office in Boston to Expand Global Growth [PR Newswire]( PathFactory's Microsite Builder Helps B2B Marketers Build Custom ABM Destinations [Yahoo Finance]( Salesforce Rolls Out Rebate Management Tool for B2B Sales [ZDNet]( Absolunet Achieves Platinum Partner Status With Optimizely (Formerly Episerver) [Yahoo Finance]( Upcoming Events MAR 9 [Master Class] [Customer Journey Maps for Marketers]( Kickoff Watch Party with Jeannie Walters MAR 11 [Webinar] [Human Insight: How to Stop Guessing and Finally Understand What Your Customers Want]( 45 minutes | sponsored by UserTesting MAR 12 [Friday Forum] [Metrics and Measurement]( 3 live sessions | sponsored by Alight Analytics MAR 16 [Webinar] [How to Build Brand and Stand Out in Our Crowded, Distracted World: The 'Brand Now' Framework]( 45 minutes | sponsored by Widen MAR 18 [Webinar] [Shaped by 2020: The Future of Experience Management]( 60 minutes | sponsored by Qualtrics APR 7-8 [Online Event] [MarketingProfs B2B Forum 2021]( 35+ sessions, 5 keynotes + a full year of learning with PRO Share the Profs If you enjoy these newsletters, why not do your colleagues a favor and refer them to MarketingProfs? 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