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 🫖