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Identifying Marketing Event Leads for ABM - Chris Dutton - Revenue Today - Episode # 089
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Today, we welcome Chris Dutton, Head of Demand Generation and Marketing Operations at 6sense. Chris rounds out the discussion on achieving breakthroughs with ABM and AI and takes on audience questions. He answers how to use webinar data in the ABM process and explains what marketing event leads (MEL) leads are and how to engage with this group.
Takeaways
- Webinar data is considered a marketing event lead (MEL) and any person met via this channel must fit a very specific set of criteria to be engaged by a marketing team.
- MELs are a branch of MQLs, and in an ABM environment, they are historically known to be good fits and would warrant follow-ups.
Quote of the Show
"The MEL process works to identify what are the certain criteria that would have someone be a MEL. An MEL is a marketing event lead, and what I mean by that is they have to fit a certain list of criteria. They have to be in our ICP. They have to check box 1, 2, and 3, and if they do, we would then share those with the team and the team would engage with those individuals." - Chris Dutton
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