Beyond MQLs: Reframing success in B2B marketing
Introduction
This edition of Beyond MQLs focuses on practical implementation, exploring how marketing teams are developing new approaches to measurement, engagement and value creation.
Through in-depth interviews with marketing leaders across technology and professional services, we examine:
Marketing's expanding strategic role in business growth
Building trust through early-stage value delivery
Evolution of team structures and capabilities
New frameworks for measuring impact
Community and relationship building approaches
Each chapter draws on real experiences and practical insights from marketing leaders who are actively developing these areas. Their stories, through their interview write-ups, reveal both the challenges and opportunities in modern B2B marketing, offering valuable lessons for teams undertaking similar journeys.
The report also includes detailed survey results showing how marketing leaders are approaching key challenges, from measuring success to engaging buying groups. These findings are complemented by practical tips for marketing teams heading into 2025, providing guidance for implementing the approaches discussed in the interviews
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.