A Marketing Qualified Account (MQA) is an account or company that has engaged with a business to a degree that they are ready for a sales pitch. This concept emerged from the adoption of Account-Based Marketing (ABM) practices, focusing on high-value accounts by aggregating relevant insights and signals within these accounts to reach a score based on fit and engagement.
MQAs focus on accounts as a whole rather than the decision-makers within them, which can pose challenges because buying decisions are made by individuals or groups within these accounts. To improve the identification process:
Nurturing MQAs requires a tailored approach:
To effectively transition MQAs to SQLs:
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