How to Generate Revenue when 95% of Leads Aren't Buying - Advice from the $1Bn+ Revenue CMO скачать в хорошем качестве

How to Generate Revenue when 95% of Leads Aren't Buying - Advice from the $1Bn+ Revenue CMO

Key Takeaways Most B2B buyers aren't ready to purchase right now—but that doesn't mean marketing can't drive revenue. Delfin Vassalo, former Marketing Director at €1B+ revenue company Uponor, reveals why traditional lead generation tactics fail in enterprise sales and what actually works when selling six and seven-figure solutions. In this conversation, Delfin explains the fundamental shift from MQL-focused marketing to demand generation that educates the 95% of your market who aren't ready to buy today—so when they are ready, you're the only company they call. What You'll Learn The Buying Committee Reality (0:00-3:30) Why 5-10 people are involved in complex B2B purchase decisions The critical mistake: targeting the economic buyer instead of the researcher How enterprise buyers actively avoid traditional sales processes Why Lead Generation Tactics Don't Work for High-Value Deals (3:30-9:30) The hidden problem with MQLs: why nobody can define them consistently How buyers learned to distrust download forms and email nurturing What B2B buyers are actually doing during their research phase The 95/5 Rule and Demand Generation (9:30-15:00) Why only 5% of your total addressable market is buying right now The compound effect: how consistent messaging across all channels drives revenue Real results: prospects who contact you directly without sales qualification Attribution and What Revenue Leaders Should Actually Measure (15:00-24:00) Why last-click attribution is delusional for enterprise sales The two metrics that matter: pipeline growth and revenue trends How to shift from marketing conversations to business conversations with sales Positioning: The First Responsibility of Senior Marketers (24:00-32:00) The positioning workshop framework that aligns product, sales, and marketing Why you can't outsource positioning work for complex products How to facilitate positioning conversations without being a dictator Building Marketing as a Revenue Function (32:00-43:00) The five things to do in your first 90 days as a revenue-driving CMO Tactics that don't work: automated lead scoring, email drip campaigns How to earn respect from sales by focusing on business outcomes, not vanity metrics AI's Role in B2B Buying Decisions (43:00-End) Why showing up in AI tools (ChatGPT, Perplexity, Gemini) matters for enterprise sales How AI tools function as an additional buying committee member The mind shift revenue leaders need as AI disrupts traditional buying journeys About Delfin Vassalo Delfin Vassalo is a veteran B2B marketing leader with experience scaling marketing operations at both €1B+ enterprises and early-stage startups. As former Marketing Director at Uponor, he was responsible for marketing across a company generating over one billion dollars in revenue, specializing in complex sales cycles with six and seven-figure deal values. He currently serves as a board member and advisor to B2B technology companies, helping marketing leaders transition from traditional lead generation to revenue-driving demand generation strategies. Timestamps 0:00 - Introduction: The difference between lead gen and revenue marketing 1:19 - The buying committee challenge in enterprise B2B sales 3:49 - Why the economic buyer never visits your website 6:41 - How lead generation became the default (and why it's failing) 9:39 - The 95/5 rule: Only 5% of your market is ready to buy 12:40 - Real example: How demand generation eliminated the shortlist 15:05 - What is an MQL? (Spoiler: Nobody really knows) 17:37 - Two tactics that don't work: Email nurturing and automated lead scoring 20:43 - How technology changes but human decision-making doesn't 23:12 - Positioning: The first responsibility of a senior marketer 28:26 - How to facilitate positioning without being a dictator 32:08 - Five things revenue-driving CMOs do in their first 90 days 36:08 - Shifting from marketing conversations to business conversations with sales 41:13 - The attribution trap: Why compound effects matter more than last click 43:23 - The zero-click world and what revenue leaders should measure instead 46:40 - AI's role as a buying committee member (and why humans still sign checks) Related Resources Learn more about demand generation strategies for B2B technology companies, visit https://generatemore.ai Subscribe to Generate More for fresh insights on B2B marketing, demand generation, and AI search optimization strategies that actually drive revenue. #B2BMarketing #DemandGeneration #EnterpriseMarketing #RevenueMarketing #MarketingStrategy #CMO #B2BSales #LeadGeneration #AIMarketing #MarketingLeadership