Instructions for Q$1(8$ Points$)$

B$2$B Marketing, which stands for Business$-$to$-$Business Marketing, refers to the marketing of products or services from one business to another. This type of marketing involves understanding the needs and challenges of other businesses and crafting marketing strategies that effectively communicate the value of the products or services being offered. One crucial aspect of B$2$B marketing is the process of generating and managing leads, which can eventually turn into sales.

Here's a breakdown of B$2$B Marketing, along with leads and Marketing Qualified Leads $($MQLs$)$:

Business$-$to$-$Business $($B$2$B$)$ Marketing Strategies: B$2$B marketing strategies typically involve a more targeted and personalized approach compared to Business to Customer $($B$2$C$)$ marketing. They often include methods such as content marketing, email marketing, social media marketing, and various other channels that can effectively reach and engage other businesses.

Leads: In B$2$B marketing, a lead refers to a potential customer or organization that has shown some interest in the products or services being offered. These leads are often generated through various marketing efforts, such as online campaigns, trade shows, webinars, or other networking events.

Marketing Qualified Leads $($MQLs$)$: MQLs are leads that have been determined to be more likely to become customers compared to other leads, based on their engagement with marketing efforts. These are the leads that have met specific criteria set by the marketing team, indicating their readiness to move further down the sales funnel. The criteria for determining MQLs can include factors such as the level of engagement with marketing materials, the fit with the target buyer persona, or the specific actions taken by the leads that indicate their interest in the product or service.

Lead Generation Process: B$2$B marketers use various strategies to generate leads, such as creating informative and valuable content, optimizing websites for search engines, utilizing email marketing campaigns, attending industry events, and leveraging social media platforms. The goal is to attract potential clients and initiate interactions that can eventually lead to a business relationship.

Lead Nurturing: After identifying MQLs$,$ the marketing team focuses on nurturing these leads through targeted and personalized communication. This nurturing process aims to provide valuable information, address specific pain points, and build trust, ultimately guiding the MQLs towards becoming Sales$-$Qualified Leads $($SQLs$)$ that the sales team can work with.

Measurement and Analysis: B$2$B marketing teams continuously measure and analyze the effectiveness of their strategies and campaigns. They track Key Performance Indicators $($KPIs$)$ such as conversion rates, customer acquisition costs, customer lifetime value, and other relevant metrics to assess the success of their marketing efforts and make data$-$driven decisions to optimize future campaigns.

Overall, in B$2$B marketing, the process of generating leads and identifying MQLs is crucial for building a strong sales pipeline and nurturing relationships that can lead to successful business partnerships.

Please use the dataset 'Marketing$\_$Qualified$\_$Leads.csv$\text{'}$ and 'Closed$\_$Deals.csv$\text{'}$ for the next set of questions.

After a lead fills in a form at a landing page, a filter is made to select the ones that are qualified to sell their products. These are the Marketing Qualified Leads $($MQLs$)$ in the Marketing$\_$Qualified$\_$Leads.csv file. This file contains the following variables:

mql$\_$id: Marketing Qualified Lead identifier.

first$\_$contact$\_$date: Date of the first contact solicitation.

landing$\_$page$\_$id: Landing page identifier where the lead was acquired.

origin: Type of media where the lead was acquired.

Further down the sales funnel, Sales Development Representatives will reach out to these leads, typically gathering additional information. If these leads eventually make a purchase, they will be categorized as 'Won Deals' for the sales team and will be included in the Closed$\_$Deals.csv file, which includes the following fields:

seller$\_$id : Seller identifier.

sdr$\_$id : Sales Development Representative identifier.

sr$\_$id : Sales Representative identifier.

won$\_$date : Date the deal was successfully closed.

mql$\_$id : Marketing Qualified Lead identifier

business$\_$segment : Lead business segment. Informed on contact.

lead$\_$type : Lead type. Informed on contact.

lead$\_$behaviour$\_$profile : Lead behaviour profile. SDR identify it on contact.

has$\_$company : Boolean value identifies if the lead has a company.

has$\_$gtin : Boolean value identifies if the lead has Global Trade Item Number $($ie$.$ barcode$)$ for his products.

average$\_$stock : Lead declared average stock. Informed on contact.

business$\_$type : Type of business $($reseller$/$manufacturer etc$).$

declared$\_$product$\_$catalog$\_$size : Lead declared catalog size. Informed on contact.

declared$\_$monthly$\_$revenue : Lead