Marketing’s got a problem. Pick up any proposal, sit through any pitch, or scroll through LinkedIn, and you’ll drown in fluff. Marketing buzzwords, vague strategies, and folk waffling about “brand awareness” and “engagement.”
The truth is, marketing exists to generate leads that turn into revenue. Everything else is fluff, and you’re gently drowning.
Deep in fluff
Most marketing companies love to talk about:
- Brand storytelling journeys
- Omnichannel experiences
- Thought leadership positioning
- Community building initiatives
- Content ecosystems
What the fluff? This is barely marketing – it’s just expensive creative writing. Instead of ‘crafting the perfect brand narrative’, you could be capturing qualified leads and closing deals.
Cutting the fluff: Working out the numbers
Effective marketing comes down to simple numbers:
Monthly revenue target ÷ Average deal size = Orders needed
Orders needed ÷ Win percentage = SQLs needed
SQLs needed ÷ MQL to SQL conversion percentage = MQLs needed
It’s that simple.
SQLs – Sales Qualified Leads
MQLs – Marketing Qualified Leads
So if you need £50,000 in new business monthly and your average deal is £5,000, you need 10 orders. If your close rate is 30%, you need 33 SQLs. If half the MQLs turn into SQLs, you need 66 MQLs per month.
That’s it. That’s what the main focus should be on.
Cutting the fluff: how we work
We work backwards from your revenue goals:
1. Define Your MQL Target
We calculate exactly how many MQLs you need each month based on your sales targets, average deal size, and conversion rates. No guesswork.
2. Focus on the right stuff
We build a marketing outreach strategy, execute it, track which sources deliver the highest-value opportunities, and double down on what works. We’re constantly refining, testing and tweaking as we go.
3. Research new prospects
Once we have fully clarified your ICP, we research new prospects and add them to your pipeline, increasing the number of quality leads in your database.
4. Regular Reporting That Matters
Forget vanity metrics. Our reports show:
- MQLs generated
- Where the leads are coming from
- Direct prospect action – clicks, forms submitted, messages sent
- New, researched prospects added to the pipeline
5. Ruthless Reviews
We meet monthly to review what’s driving results and what’s wasting budget. If a channel isn’t delivering qualified leads at your target cost, we cut it. If something’s working, we scale it.
The result? Marketing that delivers real ROI
When you focus on lead generation instead of fluffy brand exercises, marketing becomes an investment with measurable ROI rather than a cost centre with unprovable value.
Ready to cut the fluff?
Tired of marketing agencies that can’t connect their work to your bottom line? Let’s talk numbers. We’ll calculate your exact MQL requirement and show you how to hit it consistently.
