Show notes
Jodi Cerretani, VP of Revenue Marketing at RollWorks, challenges the notion that the MQL is dead. She believes that the MQL is still important and that marketers have an obligation to drive higher quality MQLs with a Fit-focused approach. Jodi shares how her team defines MQLs and the signals they use to pass leads to sales. She also discusses the importance of expanding the number and categories of signals used at the top of the funnel. Jodi emphasizes the need for marketers to be efficient and drive results that align with sales. She shares how her team is cutting back on large conferences and focusing on smaller, more targeted engagements.Episode Links:Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/Follow Jodi Cerretani on LinkedIn: https://www.linkedin.com/in/jodicerretani/Checkout RollWorks: https://www.rollworks.com/Checkout Bombora: https://bombora.com/Checkout G2: https://www.g2.com/Read RollWorks blog: https://www.rollworks.com/resources/blogFor even more marketing tips…🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/Timestamps: 0:00:00 Introduction to the episode and guest, Jodi Cerretani0:01:20 Jodi's disagreement with the idea that MQLs are dead0:02:41 Jodi's definition of MQLs0:04:40 The scoring and account targeting process at RollWorks0:08:17 The different signals and categories of signals used at the top of the funnel0:10:43 The upcoming launch of the "Hot Contacts" capability0:12:15 Challenges faced in hitting targets and adjusting MQL definitions0:15:42 The impact of COVID-19 on marketing strategies and programs0:19:25 The metrics covered in weekly business reviews0:23:22 The role of marketing operations in dashboard setup and reporting0:25:02 The focus on efficiency and the reduction of testing budgets0:26:08 The shift away from large conferences and towards smaller engagements0:28:13 The importance of complete and accurate data for effective marketing0:30:05 The excitement for the transformation of marketing towards efficiency0:32:56 The value of learning from practitioners and peer-to-peer engagements0:35:33 The power of the "Hot Contacts" capability for unlocking demand0:38:29 The use of gifting and summarized takeaways for virtual events0:40:48 The anticipation of marketing's role in strategic conversations0:46:42 The under-the-radar game changer of "Hot Contacts"0:49:14 Where to find more about Jodi and RollWorks' contentDemand Gen Chat is a Chili Piper podcast hosted by Tara Robertson. Join us as we sit down with B2B marketing leaders to hear about the latest tactics and campaigns that are driving pipeline and revenue. If you’re looking for tactical ways to improve your marketing, this podcast is for you!