P — 10 Integrate.com Buyer needs are shifting. To meet those needs, marketing must become more precise, more connected, and more agile. Demand generation must transition from driving lead volume to a focus on achieving precision demand generation. A precision demand approach meets buyers where they are and when they want to engage. The Challenges Start With Identifying In Market Buyers When buyers were willing to spend more of the purchase cycle with sales, hitting revenue goals mostly meant driving higher MQL and sales outreach volumes. Today’s self-service digital purchase process makes data quality and precision outreach more important. To improve conversion rates, marketers need precision targeting that identifies buyers who are in market and ready to engage. The Top 5 Problems Lowering MQL to Opportunity Conversion Rates Where Business Starts PRECISION DEMAND MARKETING STRATEGY of MQLs are not in market of leads are not ready to talk to sales Can’t prioritize leads from accounts identified as in market Compliance and consent tracking of sales/marketing teams spend too much time fixing lead data 44 % 41 % 38 % 33 % 32 %