Show notes
Jason Bradwell, founder of B2B Better, joins Tara Robertson on Demand Gen Chat to discuss the relevance of marketing qualified leads (MQLs) in B2B marketing. Jason argues that MQLs are still important in certain contexts, particularly in enterprise settings with long sales cycles and complex buying committees. He emphasizes the need for a clear definition of what constitutes an MQL and aligning with sales on the criteria. They also discuss the shift towards longer buying cycles and the importance of targeting the entire buying committee. Jason advises marketers to focus on building their own platforms and email lists, as well as experimenting with AI tools to streamline productivity.Episode Links:Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/Follow Jason Bradwell on LinkedIn: https://www.linkedin.com/in/jasonbradwell/Check out B2B Better: https://www.b2b-better.com/Jason’s viral LinkedIn post about events: https://www.linkedin.com/posts/jasonbradwell_you-spend-120000-on-a-booth-next-to-the-activity-7087107819891499008--8D8?utm_source=share&utm_medium=member_desktopListen to the B2B Better podcast episode with Kyle Lacy: https://pod.co/b2b-better-1/v1-final-m4aJason’s A2E prioritization framework on Marketing Powerups: https://marketingpowerups.com/podcast/jason-bradwell-a2e-framework/Check out Descript’s AI audio tools: https://www.descript.com/?lmref=2elBZwFollow Lucy Heskins: https://www.linkedin.com/in/lucyheskins/Check out Grain AI: https://grain.com/Follow Jason on Threads: https://www.threads.net/@jasonbradwellCheck out Jason’s newsletter B2B Bite: https://b2bbite.substack.com/For 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 podcast and guest, Jason Bradwell0:00:44 Jason's contrarian take on MQLs and their relevance0:04:33 Importance of lead scoring and account scoring in B2B marketing0:08:28 Longer and more complex B2B buying cycles and the need to target multiple personas0:10:47 Scrutinizing marketing budgets and the need to shift focus0:11:34 Tips for making the case to cut back on ineffective marketing tactics0:17:19 Using branded content as an ABM play and repurposing content for sales enablement0:20:00 Metrics to track in longer B2B sales...