How to transition from a lead gen to demand gen and ungated marketing strategy

We're joined by guest Niall Sullivan to discuss why MQLs (at least the traditional way of defining MQLs) suck and how to shift to more demand gen and buyer-friendly marketing practices. We chat about:

• Moving away from gating content and focusing on educating buyers

• Measuring marketing's impact through pipeline and revenue metrics instead of MQLs

• Showing more product details and UI to help buyers understand the value

• Creating content that serves prospects, not just internal team needs

• Setting proper expectations when making big marketing strategy shifts

Niall drinks a traditional British ale 🍺

Ben drinks an All Day IPA 🍻

I drink tea 🫖