The Challenge Every B2B Marketer Faces
For decades, Marketing Qualified Leads (MQLs) have been the gold standard for measuring B2B marketing success. But as account-based marketing matures and buying decisions become increasingly complex, a heated debate has emerged: Are MQLs holding back your ABM program?
Some say it’s time to abandon MQLs entirely. Others argue they’re still valuable signals when used correctly. The truth? It’s complicated.
What You’ll Learn
Join three ABM experts as they cut through the noise and reveal what’s really working in today’s buying group-focused landscape:
The Real Truth About MQLs in Modern ABM
- Why the “MQLs are dead” narrative misses the mark
- How to extract meaningful signals from traditional lead scoring
- When MQLs help (and when they hurt) your ABM efforts
Buying Group Strategy That Actually Works
- How leading companies identify and engage entire buying committees
- Processes that align sales and marketing around account progression
- Technology stack essentials for buying group orchestration
Revenue Process Transformation
- Proven frameworks for ABM success measurement
- Signals and metrics that predict deal acceleration
- Real-world case studies from companies getting it right
