Why should B2B marketers hold MQMs instead of PoCs?

The dawn of the 2020 pandemic stopped the global economy in its tracks. Markets shut down left and right as industries began to sink into stagnation. By the mid-second quarter of 2020, various small and large companies had run into bankruptcy, while corporate giants and MSMEs alike began to understand the reverberations of what was about to come if they stuck to their guns. In a relatively instantaneous period, conventional business strategies and tactics had died out.

In place of conventional sales teams, we now have virtual sales forces. Physical offices have been replaced with remote workplaces and online meetups. And now, proof of concepts (PoCs) are in severe need to be replaced by the next big thing in the marketing industry – marketing qualified meetings (MQM).

What are MQM and PoC?

It is highly important to have a clear understanding of what MQM and PoC stand for. This is handy when we later discuss the implications and benefits of replacing PoCs with MQMs.

The PoC stands for Proof of Concept. A proof of concept is the realization of any methodology or idea, to demonstrate its feasibility or verify that the physical manifestation of a business idea has tangible potential. It often is small-scale and more expensive than the mass-produced end product.

Marketing-qualified meetings, on the other hand, are sessions or demonstrations held by the marketing team to educate and engage prospective customers visiting the business. It often acts as an interactive exhibit for companies and clients to interact with increased transparency, leading to the foundation of a long-lasting relationship. You can read more about the basics of MQM here.

Why use MQM over PoC?

The primary distinguishing point between MQM and PoC is also the reason why you need to prefer the former over the latter – interaction.

PoC sessions are one-way sessions, akin to a seminar or an extempore. The marketing team representatives from the parent business bring in the prototype (often the MVP, or minimum viable product) and spend time explaining how the product works. They often leave a negligible amount of time for one or two questions, and often leave a major chunk of their target demographic in hesitant doubt.

MQM sessions are two-way sessions, akin to interviews or conversations. The marketing team representatives of the parent company and the decision-making representatives of the client business hold a closed session meeting. This meeting is equivalent to one-on-one interviews, where the client’s questions are answered methodically by the service provider. This is possible due to extended time limitations and avoids diversions/distractions, thereby leaving the client business confident in their decision.

By holding such meetings and solving the client’s queries patiently, marketing-qualified meetings often end on a positive note, resulting in an optimistic outcome. It is the quantitative reason why an increasing number of B2B organizations are utilizing MQM as the new CTA.

We, at FunnL, are always here to take care of your qualification needs. FunnL is the global pioneer and leader at B2B lead generation and qualification services, particularly at SQM and MQM. We are the edge you need to convert prospects into MQL, and into customers! Contact us today, here.


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