Beyond MQLs: Redefining Success in B2B Marketing

For years, Marketing Qualified Leads (MQLs) shaped B2B strategies. But today's buying landscape has evolved. With over 70% of the buyer's journey taking place anonymously in the "Dark Funnel," the traditional marketing funnel no longer meets the needs of modern buyers, who often choose their preferred vendor before ever engaging with sales.
Adding to the complexity, buying groups have nearly doubled, now averaging 11 decision-makers. This makes it harder for marketers to influence the unknown, with hundreds of anonymous interactions occurring well before a decision is made.

In this session, discover how innovative marketers are rising to these challenges, transforming marketing from lead generation to strategic revenue-driving initiatives. Learn how to:
• Position marketing as a pivotal force in driving business growth and revenue
• Engage entire buying groups, not just individual leads
• Foster deeper sales and marketing collaboration to fuel revenue in the 'Era of ABM'

Backed by insights from the 2024 European B2B Buyer Experience Report, this keynote will show how moving beyond MQLs, embracing account-based strategies, and leveraging advanced AI-powered analytics can redefine your approach to B2B marketing and significantly boost ROI.