How to Build a Product Qualified Leads Engagement Strategy

The article discusses the importance of building a Product Qualified Lead (PQL) engagement process based on an organization's culture, which can be categorized into four types: Product, Marketing, Sales, and Customer cultures. It provides guidelines for each type to design their PQL engagement processes effectively. For example, companies with a Product culture should focus on low-touch, automated engagement programs that prioritize smart behavioral triggers. In contrast, those with a Marketing culture should lean towards more stylized, branded messaging programs and use product marketing content for engagements. The article emphasizes the need to consider an organization's cultural strengths when designing any new program and highlights that PQL engagement processes can evolve over time as business needs change.