Marketing's MQL Breakup

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The RevRoom

Inverta Marketing

29 episodes

1 week ago

The RevRoom: where marketing leaders and innovators share their secrets to driving growth and maximizing impact. Join us each episode as we dive deep into the strategies and insights of top CMOs and thought leaders, uncovering the tactics that transform ideas into revenue. Whether you're a seasoned marketer or an aspiring leader, The RevRoom is your go-to source for actionable advice and industry trends. Let's unlock the potential of your marketing strategies together!

Marketing

Business

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Marketing

Business

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Marketing's MQL Breakup

The RevRoom

56 minutes 59 seconds

6 months ago

Marketing's MQL Breakup

This episode tackles the fundamental problems with traditional MQL-based marketing approaches and presents a new framework for measuring marketing effectiveness that better aligns with actual buyer behavior. Industry experts Kerry Cunningham (6sense) and Kathy Macchi (Inverta) join host Rachel Bryant to share insights on why the shift to account-based metrics is critical for modern B2B marketing success. The conversation covers both the strategic imperative for change and practical guidance for implementing new measurement frameworks despite organizational challenges.

Kerry Cunningham - Research and Thought Leadership @ 6sense

LinkedIn Profile https://www.linkedin.com/in/kerrycunningham/

Kathy Macchi - Founder and EVP of Innovation @ Inverta

LinkedIn Profile https://www.linkedin.com/in/kathy-macchi-aa148b/

Resources

The New Way to Measure Marketing: https://www.inverta.com/playbook/the-new-way-to-measure-marketing
Ending the Reliance on MQLs: https://www.inverta.com/resources/ending-the-reliance-on-mqls
Buyer's Journey Research: https://6sense.com/science-of-b2b/2024-buyer-experience-report/