Market View
Beyond MQLs: Reframing success in B2B marketing
Sponsored by:
Produced by:
Dylan Max
VP of Marketing at AmplifAI
About Dylan Max
Dylan Max serves as VP of Marketing at AmplifAI, bringing his expertise in data-driven strategies to transform the company's marketing impact. Recognized by TechCrunch as a Top Growth Marketer, Dylan cut his teeth on holistic demand generation: A/B testing, Paid Search and Social, SEO, and Account-Based Marketing to drive business growth. His innovative approach combines customer-centric marketing with the scientific method, focusing on measuring and optimizing key performance metrics. Under his leadership, marketing has become AmplifAI's top-performing channel for pipeline generation, achieving this remarkable transformation in less than a year.
How has AmplifAI's approach to measuring marketing success evolved, and what drove the transformation?
When I joined AmplifAI, we faced a significant challenge - marketing had minimal impact on pipeline or customer growth. The team was strong, but we needed to shift our focus from simply generating leads to ensuring we were attracting the right ones. Through extensive customer interviews and market intelligence, we discovered that our messaging wasn't resonating with our target audience. One customer from a major airline provided particularly eye-opening feedback, noting that despite being a valuable customer with around 3,000 employees, they wouldn't have considered AmplifAI’s solution based on our website messaging.
Insights like these catalyzed a complete overhaul of our approach. We revised our messaging to address specific pain points and solutions that our actual customers care about. Through careful experimentation and continuous refinement, we've transformed marketing into our top-performing pipeline channel in less than a year. We've implemented automated systems to identify related stakeholders when a lead converts, enabling our BDR team to provide account executives with a comprehensive view of the organization and potential decision-makers. This systematic approach to solving problems has been crucial. As we address each challenge, new ones emerge, pushing us to continuously innovate and improve our processes.
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When we can demonstrate how a company can deliver better customer experience than their competitors, we saw significantly higher engagement and lead generation from C-suite executives.
How do you effectively engage different stakeholders within target accounts, particularly at the C-suite level?
We've developed a nuanced approach to stakeholder engagement that has garnered recognition from LinkedIn for achieving unprecedented C-suite conversion rates. Interestingly, our most successful C-suite messaging doesn't focus primarily on financial metrics, but rather on competitive positioning in customer experience. When we demonstrate how companies can outperform their competitors in customer experience, we see significantly higher engagement from C-suite executives than when highlighting specific cost savings, even substantial ones like $50 million or $80 million.
Our strategy involves tailoring content for different decision-makers while maintaining a cohesive narrative. For instance, while VPs of customer service might focus on operational metrics, C-suite executives are more interested in how our solution positions them against competitors. We've found that empowering individual champions within organizations often leads to more organic and effective stakeholder engagement. Rather than asking "who else makes decisions?" we ask "who else would benefit from joining this conversation?" This approach has proven more effective in building trust and expanding our reach within organizations. When we successfully engage C-suite executives through this competitive positioning approach, and they subsequently direct their teams to connect with us, we see truly powerful results.
How does AmplifAI leverage technology and automation to enhance the buyer journey?
We've implemented several innovative technological solutions to improve our engagement with potential customers. One particularly successful automation was inspired by Zapier's customer service model - an automated yet human-like email system that's transparent about its automated nature while emphasizing its thoughtful design. This approach outlines meeting agendas and requests specific information, explaining how these details will ensure more productive discussions. The result? Our meeting conversion rates have more than doubled.
Recently, we've integrated an AI-driven interview system called Perceptive Panda that engages with prospects post-form submission, asking intelligent follow-up questions to gather deeper insights. This has led to remarkable results - an 85% form completion rate among our ideal customer profile companies and an increase in meeting booking rates from about 60% to 87%. These technological solutions don't just improve conversion rates; they provide our Account Executives with rich, contextual insights that enable them to serve as strategic thought partners rather than just delivering standard pitches. We've also recently started publishing sales call recordings in our CRM, which has proven invaluable for our content team in determining next quarter's topics and helping our social media team create posts that address our customers' current challenges and needs.
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Rather than asking 'who else makes decisions?' we ask 'who else would benefit from joining this conversation?' This approach has proven more effective in building trust and expanding our reach within organizations.
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The key is making incremental improvements while maintaining momentum.
Looking ahead, how is AmplifAI preparing for the evolving B2B marketing landscape?
We're implementing several forward-thinking changes to stay ahead of market evolution. For 2025, we're moving away from traditional separate sales and marketing teams, instead establishing a unified revenue team where both functions exist within a larger framework. This structural change reflects our belief in the interdependence of sales and marketing in driving revenue growth. We facilitate this integration through bi-weekly meetings that bring together everyone from both teams to discuss active pipeline deals and ongoing marketing initiatives.
We're also taking a proactive approach to privacy regulations and user experience. Rather than viewing privacy compliance as a constraint, we're using it as an opportunity to optimize our user engagement. We've adopted an agile approach to improvements, guided by a simple principle: "Is this better than what exists today?" This mindset enabled us to completely relaunch our website in under a month and helps us stay responsive to changing market conditions. Additionally, we're exploring innovative content delivery methods, from creating custom poetry for prospects to generating AI-powered personalized landing pages that highlight specific value propositions for different companies and roles. This creative approach extends throughout the funnel, and we've even had existing customers requesting poems, demonstrating the effectiveness of thinking outside traditional marketing boundaries.
About AmplifAI
AmplifAI is an AI-powered performance enablement platform that transforms how organizations develop and enhance employee productivity through data-driven coaching and training solutions. The platform leverages artificial intelligence to analyze employee performance data, identify improvement areas, and deliver personalized coaching recommendations for frontline workers. Specializing in optimizing contact center operations, customer service delivery, and sales team effectiveness, AmplifAI combines cutting-edge AI technology with human-centric coaching approaches to drive superior business outcomes and employee growth.
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.
