Most B2B companies are still using MQLs as their core demand gen metric. It's failing and causing unneeded conflict between marketing and sales.     

MQLs are based on arbitrary scores. They measure interest, not intent. They inflate pipeline that never converts and make marketing look successful even when sales sees zero revenue from it.

If you’re still tracking MQLs, you’re not measuring demand. You’re measuring noise.

Here’s what modern, revenue-focused demand generation teams are tracking instead:

1. Pipeline Contribution

What % of qualified pipeline is being driven by marketing efforts?

Instead of just leads, track:

• Volume of qualified opps entering pipeline
• Movement of opportunities through key deal stages
• Conversion rate from initial interest to HIRO (High-Intent Revenue Opportunity)

The goal is shared success across marketing, sales, and SDR teams — not attribution wars. Focus on creating real buying momentum.

2. Cost Per Pipeline Dollar (CPPD)

CPL is dead. It doesn’t account for quality or close rates.

Use CPPD instead:
CPPD = Campaign spend ÷ pipeline value created

Compare channels, campaigns, and tactics by ROI — not just clicks.

3. Revenue Velocity

It’s not just about how much pipeline you create — it’s how fast it moves.

Track:

• Time from lead to qualified opp
• Time from opp to closed/won
  
  

Faster-moving pipeline = better alignment with readiness and sales fit.

 

4. Meeting Conversion Rate

Track how many leads turn into real sales conversations:

• Completed and qualified meetings

• Channel-specific conversion rates

High meeting conversion = strong fit + messaging that resonates.

 

5. Engaged Buying Teams

A single lead isn’t enough. You need to influence the entire buying group.

Use ABM and intent tools to track:

• Number of roles engaged per account
• Content shared within teams

Repeat visits across personas


This shows true demand maturity — not just isolated interest.

 

Conclusion

Modern demand gen isn’t about generating more leads. It’s about building measurable, scalable pipeline that sales can close.

If you want to earn a seat at the revenue table, ditch the MQL and start tracking what actually moves the needle.

Want help auditing your current demand gen metrics? Let's talk.

Search has changed. Today's buyers use AI tools like Google's Search Generative Experience (SGE), ChatGPT, and Perplexity to ask full questions, research in natural language, and expect smarter results.

When is the last time you looked at the search results in Google first?

If your content is still written for keyword match instead of semantic intent, you're invisible in the AI-powered buyer journey.

In this post, we explain what semantic SEO is, how it works, and how B2B teams can use it to stay relevant and visible in AI search.

What Is Semantic SEO?

Semantic SEO is the process of optimizing content for meaning, context, and intent, not just individual keywords. It is how search engines and AI understand what the user really wants and serve content that answers that deeper intent.

Instead of writing for exact match phrases, semantic SEO focuses on answering real questions using natural language.

Why AI Search Changes the Rules

AI tools do not just match keywords. They understand questions. Tools like ChatGPT and Google SGE look for content that:

• Covers a topic deeply and thoroughly
• Uses natural language and semantic relationships
• Includes related terms, questions, and subtopics

This means publishing blog posts that look and feel like helpful conversations, not just lists of keywords.

How to Optimize Your Content for AI Search

To perform well in AI search, follow these best practices:

1. Map out real buyer questions using interviews and keyword research tools.
2. Build topic clusters with cornerstone content and supporting articles.
3. Use clear, natural language.
4. Include related questions, FAQs, and examples.
5. Use headings, bullets, and internal links to structure your content.

Semantic SEO Is the Future of Visibility

To get found in AI-powered search experiences, your content must be helpful, readable, and contextually relevant. Semantic SEO is how you future-proof your visibility.

At Sitera, we help B2B teams build search-optimized content that connects with AI systems and human buyers.

Let’s talk: https://www.siteraconsulting.com/contact

FAQ

What is semantic SEO?

Semantic SEO is a content strategy that focuses on meaning, context, and intent rather than just keywords. It helps search engines understand and rank your content.

Why is semantic SEO important for AI search?

AI tools prioritize content that reflects real buyer questions and covers related ideas in depth. That is the foundation of semantic SEO.

How do I optimize my content for AI-generated results?

Structure your content around real questions, use clear headings, include related concepts, and make sure it is easily understandable to both people and search engines.