Beyond MQLs: Redefining Success in B2B Marketing

For years, Marketing Qualified Leads (MQLs) have been the focal point of B2B strategies. However, the buying landscape has radically transformed, with over 70% of the buyer's journey now occurring anonymously in the "Dark Funnel." Today’s B2B buyers often choose their preferred vendor long before they directly engage with sales.

This shift is coupled with the complexity of growing buying groups, which now average 11 decision-makers. With so many interactions happening off the radar, it’s increasingly challenging for marketers to influence unseen buyer behaviours.

In this panel, industry leaders will discuss how top marketers are tackling these challenges, moving beyond traditional lead generation and turning marketing into a strategic, revenue-driving force. Panellists will explore topics including:
• Marketing’s Evolution: How marketing has transformed into a critical growth driver that fuels business revenue.
• Engaging the Entire Buying Group: Strategies for shifting from individual lead targeting to engaging whole accounts.
• Sales and Marketing Synergy: Fostering collaboration that capitalises on the power of account-based marketing (ABM).

Backed by insights from 6sense’s 2024 European B2B Buyer Experience Report, Learn how moving beyond MQLs, embracing account-based strategies, and using advanced AI-powered analytics can redefine your B2B marketing approach and deliver significant ROI.