Break the MQL wheel and "let my accounts grow!"
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Buyers are in control of the buying process. Over 70% of it is happening online. And they are putting companies on their short list of vendors that provide value and establish trust with their content.
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The Revenue Marketer
Break the MQL wheel and "let my accounts grow!"
Are you playing the long game or still under pressure to "generate leads"?
If you relate to the latter, we feel you! Old habits die hard and form fills are still a key metric at a lot of companies. But with the advancements in technology and AI, listening to and building a relationship with your buying groups through marketing is well within reach. Need help making the shift? We're here to help.
You know that nagging feeling that your MQL strategy just isn't cutting it anymore? (Spoiler alert: It's not just you.)
In this eye-opening episode of The Revenue Room, we sit down with Jeremy Schwartz, Senior Manager of Global Lead Management & Strategy at Palo Alto Networks, who shares how his team revolutionized their approach to B2B marketing by moving beyond traditional MQLs to focus on buying groups.
Part 1 of our conversation dives into the "why" behind this transformation and how to build organizational buy-in. Jeremy unpacks the reality many of us are facing: while B2B buying has fundamentally changed, most marketing playbooks are stuck in 2015. We're seeing this across our client base - marketing teams grinding out MQLs while sales teams are trying to navigate complex buying committees. It's like trying to play chess with checkers pieces.
What you'll learn in Part 1:
- Why the traditional MQL model is broken for modern B2B buying (hint: your MQLs are probably coming from the wrong people)
- How to build the business case for change using data-driven insights
- The strategic reason to start with BDR teams first (and why it worked brilliantly)
- How Palo Alto Networks ran a successful pilot that demonstrated clear ROI, including improved conversion rates, larger deal sizes, and better pipeline progression
The best part? Jeremy isn't just theorizing. He shares the real, sometimes messy details of implementing this change at enterprise scale. When their pilot showed a projected 13% increase in revenue, suddenly everyone was paying attention.
It’s a great reminder that AI-enabled analysis and smarter data application — like those described in AI in B2B Marketing: Where We’ve Seen Impact and Results — can supercharge transformation when grounded in real buyer behavior.
For teams preparing to make similar shifts, this is also the perfect moment to rethink nurture strategies. As covered in Drip No More: Redefining Nurtures, modern B2B success depends on building contextual, relationship-driven engagement rather than transactional touchpoints.
Want to get started on your own transformation? Here's Jeremy's key advice: Begin with understanding your true buying groups through closed-won deal analysis. Don't assume - let the data tell the story.
Ready to revolutionize your marketing strategy? Listen to the full episode at The RevRoom on Spotify or Apple Podcast, and keep an eye out for Part 2 dropping next week.
About the author
Service page feature
The RevRoom podcast
You know that nagging feeling that your MQL strategy just isn't cutting it anymore? (Spoiler alert: It's not just you.)
In this eye-opening episode of The Revenue Room, we sit down with Jeremy Schwartz, Senior Manager of Global Lead Management & Strategy at Palo Alto Networks, who shares how his team revolutionized their approach to B2B marketing by moving beyond traditional MQLs to focus on buying groups.
Part 1 of our conversation dives into the "why" behind this transformation and how to build organizational buy-in. Jeremy unpacks the reality many of us are facing: while B2B buying has fundamentally changed, most marketing playbooks are stuck in 2015. We're seeing this across our client base - marketing teams grinding out MQLs while sales teams are trying to navigate complex buying committees. It's like trying to play chess with checkers pieces.
What you'll learn in Part 1:
- Why the traditional MQL model is broken for modern B2B buying (hint: your MQLs are probably coming from the wrong people)
- How to build the business case for change using data-driven insights
- The strategic reason to start with BDR teams first (and why it worked brilliantly)
- How Palo Alto Networks ran a successful pilot that demonstrated clear ROI, including improved conversion rates, larger deal sizes, and better pipeline progression
The best part? Jeremy isn't just theorizing. He shares the real, sometimes messy details of implementing this change at enterprise scale. When their pilot showed a projected 13% increase in revenue, suddenly everyone was paying attention.
It’s a great reminder that AI-enabled analysis and smarter data application — like those described in AI in B2B Marketing: Where We’ve Seen Impact and Results — can supercharge transformation when grounded in real buyer behavior.
For teams preparing to make similar shifts, this is also the perfect moment to rethink nurture strategies. As covered in Drip No More: Redefining Nurtures, modern B2B success depends on building contextual, relationship-driven engagement rather than transactional touchpoints.
Want to get started on your own transformation? Here's Jeremy's key advice: Begin with understanding your true buying groups through closed-won deal analysis. Don't assume - let the data tell the story.
Ready to revolutionize your marketing strategy? Listen to the full episode at The RevRoom on Spotify or Apple Podcast, and keep an eye out for Part 2 dropping next week.
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About the author
Service page feature
The RevRoom podcast
Break the MQL wheel and "let my accounts grow!"
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You know that nagging feeling that your MQL strategy just isn't cutting it anymore? (Spoiler alert: It's not just you.)
In this eye-opening episode of The Revenue Room, we sit down with Jeremy Schwartz, Senior Manager of Global Lead Management & Strategy at Palo Alto Networks, who shares how his team revolutionized their approach to B2B marketing by moving beyond traditional MQLs to focus on buying groups.
Part 1 of our conversation dives into the "why" behind this transformation and how to build organizational buy-in. Jeremy unpacks the reality many of us are facing: while B2B buying has fundamentally changed, most marketing playbooks are stuck in 2015. We're seeing this across our client base - marketing teams grinding out MQLs while sales teams are trying to navigate complex buying committees. It's like trying to play chess with checkers pieces.
What you'll learn in Part 1:
- Why the traditional MQL model is broken for modern B2B buying (hint: your MQLs are probably coming from the wrong people)
- How to build the business case for change using data-driven insights
- The strategic reason to start with BDR teams first (and why it worked brilliantly)
- How Palo Alto Networks ran a successful pilot that demonstrated clear ROI, including improved conversion rates, larger deal sizes, and better pipeline progression
The best part? Jeremy isn't just theorizing. He shares the real, sometimes messy details of implementing this change at enterprise scale. When their pilot showed a projected 13% increase in revenue, suddenly everyone was paying attention.
It’s a great reminder that AI-enabled analysis and smarter data application — like those described in AI in B2B Marketing: Where We’ve Seen Impact and Results — can supercharge transformation when grounded in real buyer behavior.
For teams preparing to make similar shifts, this is also the perfect moment to rethink nurture strategies. As covered in Drip No More: Redefining Nurtures, modern B2B success depends on building contextual, relationship-driven engagement rather than transactional touchpoints.
Want to get started on your own transformation? Here's Jeremy's key advice: Begin with understanding your true buying groups through closed-won deal analysis. Don't assume - let the data tell the story.
Ready to revolutionize your marketing strategy? Listen to the full episode at The RevRoom on Spotify or Apple Podcast, and keep an eye out for Part 2 dropping next week.
About the author
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