New-School ABM: Concrete Solutions for Busted Tactics

For decades, Marketing Qualified Leads (MQLs) have been a core success metric for B2B marketing. Many companies have also ported them over for use in their account-based marketing (ABM) programs. But there’s been a kind of debate raging online for a while now about whether the MQL has seen better days – and that maybe it should be abandoned for good in favor of some better replacement. While it can be fun to make waves about legacy concepts, and there are certainly improvements that can be made, MQLs are still interesting signals. So as ABM itself becomes a well-understood approach, and the importance of MQLs might seem to be threatened by the rise of buying group-oriented processes, we wanted to understand how real solution providers and innovative practitioners were thinking about the situation.

We’ve gathered a group of lead management experts to hash it out and (hopefully) put this topic to bed. Join Evan Liang (LeanData), Jeremy Schwartz (Palo Alto Networks) and Jillian Coffin (Informa TechTarget) as they discuss ABM and buying group-focused revenue process transformation. They’ll explore the processes, technologies, and signals that they feel lead to greater ABM success.