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Mohib Ahmad
Head of Marketing for US and Canada at Brink's Inc
about
Mohib Ahmad
Mohib Ahmad serves as the Head of Marketing and Sales Enablement for US and Canada at Brink's Inc, where he leads teams across demand generation, social media, creative content and sales enablement. With over 15 years of B2B marketing expertise, Mohib drives growth for Brink's solutions targeting retail and financial industry segments. Based in Coppell, Texas, he applies his extensive experience to power revenue generation through strategic, data-driven marketing approaches that bridge traditional and digital channels.
How does your organization measure marketing success, and how do you track the effectiveness of your personal engagement strategies?
We've moved well beyond using MQLs as our primary success metric. For us, it's all about pipelines generated from marketing-driven activities and whether we're actually closing those deals. We track booked revenue from marketing-led initiatives very closely.
When it comes to larger mid-market and enterprise accounts, no single marketing touchpoint makes a significant difference. Rather, it's the cumulative effect of multiple touchpoints over months that drives success. We host intimate executive dinners on the sidelines of major events with target accounts we've been nurturing. These aren't cold outreach efforts – they're part of a carefully orchestrated engagement strategy.
We could benefit from a sophisticated multi-channel attribution model but we track all engagement in our CRM to measure if these events lead to our desired outcomes: opportunities created and deals closed. At the end of the day, that's what matters – whether an account is converted into an opportunity and whether that opportunity is converted into booked revenue.
The key is understanding that for B2B, especially with larger clients, the sales cycle is longer, involves multiple decision-makers, and requires a more nuanced approach to measurement. We're constantly working to improve how we connect these engagement touchpoints to actual business results.
How have you approached aligning marketing and sales teams around target accounts, and what factors influence your go-to-market strategy?
This is definitely a work in progress. We're developing a more strategic, data-driven approach to account targeting based on multiple factors. For account fit, we consider industry, revenue, and number of locations. We also evaluate relationship depth – do we have existing relationships with stakeholders? Then we incorporate buying intent signals.
Our go-to-market strategy is primarily sales-led due to the nature of our products and services. This approach works well because our solutions often require relationship building, stakeholder engagement, and physical product demos. However, we're implementing a shift for the smaller segment of our market, making the process more marketing-driven and self-service.
In any sales-led organization, there's often a mindset focused on generating high volumes of leads. We're working on shifting towards quality over quantity – focusing on pipeline targets, warmer leads that better align with our ICP, and enabling our sales team with effective communication tools.
With any large organization, change is iterative. We don't just stop what we're doing one day and switch to a new system.
Recent studies suggest that 84% of buyers have largely decided on their preferred vendor before making contact. How has this insight influenced your content strategy?
This statistic doesn't surprise me. Most B2B buyers decide on their preferred solution before engaging with providers because of how marketing and sales typically treat someone who downloads a case study or reads a white paper – they get hounded by sales, assuming they're ready to buy when clearly that's not the case.
I've rethought our approach to meet buyers where they are. I've transformed our social media strategy to focus on education and awareness rather than lead generation. We've implemented a consistent posting schedule, creating content that's educational and engaging without constantly pushing forms or gating valuable content.
I'm not a fan of gating content. In a previous role, I ungated all case studies when redesigning the website, which led to a 65% increase in pipeline. It's critical to understand that "signals are not intent signals." We need to differentiate between someone actively looking for solutions versus someone just trying to learn more.
By positioning ourselves as guides rather than heroes, we create a better experience. The hero is the buyer – we're just there to help them succeed. Sometimes we get leads from our website that are large prospects, and I like to think they saw our content, engaged with us through various means, and when they were actually in-market, we were top of mind. It's highly unlikely they were just searching for us one day and decided to reach out.
Looking ahead, what do you anticipate as the most significant changes in B2B marketing?
I see several significant shifts coming. First, attribution models are becoming more accessible in terms of implementation and pricing. However, we must recognize there will always be touchpoints that simply can't be measured, like someone hearing about us on a podcast or seeing our vehicles on the road.
Second, AI is transforming how we use intent data and account intelligence. Building predictive models helps prioritize the right accounts, but we must remain respectful of privacy as we leverage this technology.
Third, the search landscape is dramatically changing. Google is keeping more search volume for itself, making it harder to get visibility through traditional search. Over the next year, a big focus will be optimizing our content to appear in AI-generated overviews on search engines. If our snippets don't show up in these new formats while our competitors' do, we risk losing mindshare – one of the worst things that can happen to a brand.
More than ever, marketers need a multi-channel approach rather than putting all eggs in one basket. Social media, particularly LinkedIn, remains an untapped opportunity for B2B marketers, and combined with strategic content optimization for AI search, maintaining alignment between sales and marketing on shared goals will be crucial for future success.
about
Brink's
Brink's is a global leader in security-focused logistics and cash management solutions, with a remarkable heritage dating back to 1859. From its humble beginnings as a one-wagon operation in Chicago, the company has evolved into a trusted provider of armored transportation and comprehensive cash management services worldwide. Today, Brink's offers innovative digital retail solutions alongside its traditional cash-in-transit business, serving retail and financial industry segments with an unwavering commitment to security, reliability, and innovation in an ever-changing global marketplace.
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.