How to get started with MadKudu Hybrid funnel package?

  • Published on Oct 17, 2024
  • 2 minute(s) read

If you have 

  • a marketing-led funnel generating leads (from content download, webinar, events, web visitors...) 

  • a product-led funnel with a freemium or free trial generating product users 

This article is for you! 

A set of features designed to support B2B PLG companies's funnel composed of both a marketing-led motion (MQL) and a product-led motions (PQL). Why hybrid funnel? Because buying journeys aren't linear: your PQLs will touch your marketing content and your MQL may be product users but quite inactive. All in all these funnels aren't siloed but feeding each other. 

Wait wait wait, why can't I just use one model to score them all? Good question! 

Picture this: You've got a user who's all over your product, creating documents, adding new users, and everything in between. But let's be real, reading your blog doesn't quite stack up to their product activity. So, naturally, you'd want to give their product usage more weight in their score than their blog reading.

Now, let's switch gears to a lead who's never even touched your product (yet!). But they're devouring your blog content like it's their favorite snack. In this case, you'd definitely want to give their blog reading some serious weight in their score.

See where we're going with this? Different people have different buying journeys, and you need to weigh their activity accordingly.

Getting started with MadKudu Hybrid funnel package

  • You have an Admin or Architect role in MadKudu 

  • MadKudu receives your leads and users marketing, web, email and product activity through your connected integrations

  • You have mapped these events in the Event mapping 

  • In MadKudu Data Studio, click Create new model

  • Select the Marketing Lead Engagement model type 

  • Load a dataset

    • Only people with at least some marketing, web, email activity will be taken into account 

  • Configure your model

    • The score would be based on the marketing, web and email activity. All product activity is ignored for scoring your Marketing leads. 

  • Deploy model

  • In MadKudu Data Studio, click Create new model

  • Select the Product user Engagement model type 

  • Load a dataset

    • Only people with at least some product activity would be taken into account. People inactive in the product won't be used to analyze their behavior.  

  • Configure your model

    • The score would be based on all touchpoints a product user may interact with: your product as much as your marketing content in your campaigns, website, or emails.
      Why not use only product activity? Imagine you have a user active in your product but also registering for your webinar. Isn't this person showing more interest than a user only active in your product? 

  • Deploy model

MQL or PQL - why choose when you can have both?

Push these 2 engagement scoring segmentations to your CRM. This will allow you to monitor the volume and conversion rate of your MQL vs PQL to know where to focus your effort.  This also gives you control over the amount of each to send to Sales or even route to different teams if you have SDR more product specialists. 

  • In Salesforce, create the following fields: https://support.madkudu.com/hc/en-us/articles/14004534355469

  • In app.madkudu.com > Settings > Push,  sync the MQL and PQL to your CRM in these fields

 

What matters is who should Sales talk to and the playbook they should use to engage. Not which score they should read. PQL or MQL are only different flavors of a "qualified lead worth sending to Sales". Therefore abstract the complexity for your Sales with only 1 score.  And indicate if it's an MQL or PQL for them to adapt their outreach accordingly (aka focusing on their marketing interaction or on their product interest).