Market View
Beyond MQLs: Reframing success in B2B marketing
Sponsored by:
Produced by:
Jillian Als
CMO at Queue-it
About Jillian Als
Jillian Als serves as CMO at Queue-it, bringing extensive experience in both product-led growth and enterprise marketing. In her role, she leads the company's global marketing strategy, overseeing go-to-market initiatives, demand generation, and brand development. Als is particularly known for her innovative "allbound" approach to marketing and sales alignment, and her expertise in developing comprehensive customer journey strategies that drive business growth.
How do you approach the alignment between marketing and sales in your 'all-bound' strategy?
All-bound is about aligning your go-to-market motion so teams work together cohesively rather than in silos. It's not about having everyone report to a single person or trying to do each other's jobs – I see it more as an ethos than a rigid framework. The implementation varies based on your go-to-market motion and company maturity. Fundamentally, it's about identifying synergies that drive business impact – helping you move faster, perform better, and ultimately achieve quicker deal cycles, improved customer retention, and stronger demand generation.
We've taken some unconventional approaches that demonstrate this philosophy in action. For instance, we route all high-intent inbound leads through our BDRs, which might seem counterintuitive to some. While there's often pushback about adding friction to the buyer's journey, this approach actually works extremely well for us. Our AEs can focus on multi-threading enterprise deals, while our experienced BDRs handle initial conversations effectively. The BDRs have reported feeling more confident in their cold outreach because they regularly engage with interested prospects, creating a virtuous cycle that benefits both inbound and outbound efforts.
Getting AEs to respond to leads within an hour has been consistently challenging and often unattainable. BDRs, on the other hand, are set up with the right processes and sequences to manage follow-up effectively. While on paper, the traditional approach might look more attracrtive, in practice, you need to adapt to your specific circumstances and team strengths.
‟
I use the term 'all-bound' a lot in the company, trying to align sales and marketing to find the pockets where we each do what we do best.
‟
When someone needs us, they really need us. It's an urgent thing. We want people, when they see the Queue-it logo, to think, 'Okay, this is going to be a good experience.'
How does Queue-it measure marketing success beyond traditional metrics?
When I joined, it was very binary - inbound versus outbound. While that structure still influences our budgets, I've shifted the focus to pipeline generation regardless of source to do more of what works, not worrying about who gets the credit.
We've developed effective ways to measure impact without relying on complex attribution software. We look at what content our biggest deals are engaged with and at what point in their journey. This helps us understand and map our activity to what's going to have the most impact. If we have a lot of open pipeline, we can create content to accelerate that, or if we're missing pipeline, we know what kind of content we need to create to generate more demand.
Our approach to demand generation is quite targeted. For example, in government sectors, where people still prefer phone calls, marketing supports through content and events. Meanwhile, our demand generation through LinkedIn and other channels primarily targets personas in e-commerce. This selective approach allows us to maximise effectiveness across different segments.
How does your enterprise sales approach influence marketing strategy, particularly regarding content?
We've consistently observed that the more technical the content, the more engaged the opportunity becomes. When prospects repeatedly visit our e.g. API white paper, that's a strong signal, especially given our technical buyer's preference to avoid sales engagement. This insight has led to an important conversation around transparency about how our software works.
We've also created what we call a "Sales Enablement Hub" where we've broken down all our success stories and tagged everything with use case, industry, region, and other relevant parameters in Airtable. This allows our BD team to quickly pull the most relevant examples for targeted outreach, rather than just linking to generic case studies. Our AEs use it for finding the right metrics or value points to support their MEDDPICC methodology for working opportunities. Our marketing team uses it for ads focused on social proof.
Use case-based content consistently outperforms generic product information – "Managing peak events for airlines" resonates much better than just "Managing peak events." We’ve also enriched our use-based content into the Sales Enablement Hub to further empower our commercial teams with compelling and useful content they can use with prospects and customers.
Last year, we implemented the MEDDPICC framework company-wide, which has helped our entire commercial organization better understand and address different stakeholders within enterprise deals. It’s made a big impact on our work in Marketing. For instance, we now create specific content for economic buyers versus technical buyers, and we've developed tools like ROI calculators to help our champions build internal business cases. This strategic approach has been particularly effective in accelerating deal cycles and improving average order values.
‟
The deeper, more knowledge-based content correlates strongly with likelihood to close. What's particularly interesting is the impact of use case-based content versus generic product information.
How do you balance immediate revenue goals with longer-term marketing initiatives?
While I'm absolutely focused on revenue, I recognise that some initiatives have a longer-term impact. Today's thought leadership becomes tomorrow's lead generation. You need to balance immediate needs, support for current sales cycles, and longer-term strategic initiatives.
We're particularly focused on fostering education for those who aren't yet in-market, so when they are ready, we're their first thought. This is crucial because when someone needs us, they really need us – it's typically an urgent requirement. We want to ensure that when people see the Queue-it logo, they associate it with trust and reliable online experiences.
Working closely with commercial teams, the product marketing team has developed comprehensive frameworks to articulate ROI and quantify pain points. This involves regular participation in customer calls and feedback sessions to refine our understanding. The key is demonstrating real impact versus just tracking contact volume – people are either in-market or they're not, and our job as marketers is to be ready on both fronts.
Looking ahead, we're exploring how to leverage AI for better localisation, recognising that people prefer content in their local language even if it's machine-translated. As a smaller marketing team, this presents both challenges and opportunities. We're also focusing on building more authority in local markets, despite being based in Copenhagen. It's about finding the right balance between automation and maintaining the human touch that makes our content valuable and trustworthy.
About Queue-it
Queue-it is a global leader in virtual waiting room solutions, helping organisations manage high-traffic situations on their websites and applications. Based in Copenhagen, Denmark, the company specialises in ensuring reliable, transparent, and fair online access during peak periods such as product launches, ticket sales, and registration events. Their technology helps protect websites from overload while enhancing user trust and experience during high-demand online events.
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.