Unlocking Revenue: Beyond MQLs скачать в хорошем качестве

Unlocking Revenue: Beyond MQLs

Forrester is a B2B Marketing leader of witnessing trends across multiple industries. We're fortunate to have Terry Flaherty, Principal Analyst at Forrester Research, join us this Friday to share what he sees on the transformative shift from MQL-centric processes to a more dynamic approach centered around buying groups, signals, and intent. This will be an action packed debate for 30 minutes on aligning marketing strategies to support these strategies - and we'll dig into the Demand Capture vs. Demand Creation dilemma many are experiencing. Join us this Friday 8aPT/10aCT/11aET/4pGMT and bring your questions, you don't want to miss this! 0:00 Introduction 1:23 Starting the discussion with a poll on sales and marketing alignment challenges 3:00 Sharing insights on the poll results and aligning marketing strategies 4:47 Discussing the three key aspects to improve alignment: Focus, Change the Work, Change the Culture 7:38 Evolution of the funnel concept and the shift towards buying groups and opportunities 10:53 Launch of the B2B Revenue waterfall concept in 2021 12:16 Recognizing the challenge of shifting culture towards embracing new methodologies 13:58 Emphasizing the importance of showcasing business impact to drive cultural change 16:45 Demonstrating the dramatic improvement in conversion rates by sending multiple people in a buying group 17:56 Emphasizing the increase in both quality and quantity of opportunities by leveraging signals and context 19:56 Addressing concerns and challenges in transitioning thinking from lead to contact to account to opportunity 25:02 Providing guidance on incremental steps to shift thinking towards prioritizing buying groups and opportunities 29:07 Discussing the importance of focusing on interactions with people in buying groups rather than individual leads 32:00 Sharing links to blog series and Realo case study for further insights and success stories 34:06 Previewing the strategic focus on the entire customer lifecycle at the upcoming Summit event 36:01 Teasing sessions at the Summit event focused on business impact, client panel insights, and change management strategies 38:09 Hinting at future discussions on the implementation process and advancements in technology for revenue transformation