Beyond MQLs: Reframing success in B2B marketing
Redefining marketing's path forward
The journey beyond MQLs represents more than a shift in metrics—it's a major transformation in how marketing drives business growth. As our research with 17 marketing leaders and supporting survey data clearly demonstrates, traditional lead-based approaches are becoming insufficient for today's complex B2B buying environment.
The evolution toward account-based intelligence, early-stage engagement, and revenue-focused measurement is creating new opportunities for marketing to demonstrate business value. With buying groups expanding to include 10-13 stakeholders and 69% of the buying journey occurring before vendor contact, success depends on the ability to identify and engage prospects during their anonymous research phase.
Key Takeaways
from our research include:
The path forward is clear, if challenging. Organizations must move beyond lead-centric metrics and processes to develop account-based approaches that identify and engage prospects earlier in their journey. This requires investment in AI and intent data technologies, development of more advanced content strategies, and evolution toward revenue-focused measurement frameworks.
The marketing leaders featured in this report demonstrate that this transformation is well underway. By adapting their strategies, technologies, and organizational models to match today's buying realities, they're creating more effective approaches to driving business growth in more competitive markets.
For organizations still heavily reliant on traditional MQL frameworks, the time for change is now. As buying processes continue to evolve and competition for attention intensifies, the gap between progressive marketing organizations and those still using outdated approaches will only widen. The insights and strategies shared in this report provide a roadmap for navigating this transition successfully, reframing marketing success around metrics and approaches that drive business growth in today's complex B2B environment.
Key Takeaways
from our research include:
Key Takeaways
from our research include:
Revenue Clinic
Are you ready to transform your go-to-market strategy and drive significant revenue growth?
Join our exclusive Revenue Clinic, led by Kerry Cunningham, to dive deeper into these insights and develop a tailored action plan for your organization.
In this 90-minute focused workshop, Kerry and his team will work with you and up to five key stakeholders to:
- Address critical challenges your organization is facing in today's complex B2B environment
- Uncover hidden opportunities in your dark funnel and anonymous research phase
- Develop strategies to engage entire buying committees more effectively
- Explore how AI and intent data can predict purchase timelines and prioritize accounts
- Create a roadmap for sales-marketing alignment that drives predictable revenue growth
Don't miss this opportunity to equip yourself with the knowledge and strategies needed to lead a successful revenue transformation in your organization.
To participate in the Revenue Clinic:
- Complete our questionnaire: https://techpros.io/6sense-revenue-clinic-questionnaire/
- Coordinate dates with Vanessa Condez at vanessa.condez@techpros.io
Transform your approach to B2B marketing and sales – secure your spot in the Revenue Clinic today!
About 6sense
6sense is on a mission to revolutionise the way B2B organisations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AI is the only sales and marketing platform to unlock the ability to create, manage and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate and 20-40% reduction in time to close deals. Know everything, do anything, with 6sense.