Making influencer marketing work for B2B (S2 ep 11)
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The Revenue Marketer
Making influencer marketing work for B2B (S2 ep 11)
Are 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.
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 explores the core debate of MQL vs MQA—why marketing-qualified accounts, not leads, are redefining alignment between sales and marketing—and covers both the strategic imperative for change and practical guidance for implementing new measurement frameworks despite organizational challenges.
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The RevRoom podcast
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 explores the core debate of MQL vs MQA—why marketing-qualified accounts, not leads, are redefining alignment between sales and marketing—and covers both the strategic imperative for change and practical guidance for implementing new measurement frameworks despite organizational challenges.
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The RevRoom podcast
Making influencer marketing work for B2B (S2 ep 11)
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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 explores the core debate of MQL vs MQA—why marketing-qualified accounts, not leads, are redefining alignment between sales and marketing—and covers both the strategic imperative for change and practical guidance for implementing new measurement frameworks despite organizational challenges.
About the author
Service page feature