The MQL is dying—not because it was a bad idea, but because the buying journey it was designed to measure no longer exists. Forward-thinking revenue teams are abandoning lead scoring entirely for fundamentally different approaches to qualification.
Traditional intent data told you who was researching topics. AI-powered buyer intelligence tells you who is ready to buy, why, and what message will resonate. The difference is transforming B2B demand generation.
B2B buying behavior has fundamentally shifted. Younger decision-makers, self-directed research, and consensus-driven purchases require new approaches from marketing and sales teams.
Account-based marketing has evolved significantly since its early days. Here’s what’s actually working for ABM programs in 2024 and what outdated practices to retire.
B2B influencer marketing has matured beyond early experiments. Here’s how to build programs that deliver measurable business impact rather than vanity metrics.
The brand versus demand debate creates a false dichotomy. Here’s why the best marketing strategies integrate both and how to find the right balance.