MQLs Are a Thing of the Past

A Modern Approach to Qualifying Leads and Closing Deals

MQLs Are a Thing of the Past

A Modern Approach to Qualifying Leads and Closing Deals

Friday, January 28th
@ 2:00 – 3:00 PM ET

Friday, January 28th
@ 2:00 – 3:00 PM ET

Join our fireside chat to hear from fellow members of the B2B marketing community about recognizing and embracing signals to optimize each prospect’s value, particularly in regards to demand gen events.

$30 Charity Donation Included!

Guest Speaker

Kerry Cunningham

6sense

Product Marketing Leader


LinkedIn

Kerry Cunningham has more than 25 years of experience in B2B demand generation and management, spanning a broad array of industries and markets. 

Kerry has been a thought leader in the design and implementation of demand marketing processes, technologies and teams for a wide array of B2B products, solutions and services. For more than two decades spanning the gap between marketing and sales, Kerry has also developed a wealth of expertise in the alignment of marketing and sales organizations. 

Kerry brings to his work with B2B organizations a unique combination of academic and real-world expertise in marketing, organizational design and management, including expertise in cross-cultural organizational design and change management, employee selection and retention, and performance management. In addition to dozens of business briefs and articles, Kerry is a published author in both literary and scientific publications.

Speaker

Jen Dimas

Qumu

Chief Marketing Officer


LinkedIn

About the Content

Marketers have been trained to think that each lead is a unique selling opportunity. Their metrics, processes, and attribution all support this notion. However, this system doesn’t account for the significance of having multiple buyer personas inside an account who register or attend an event — and what to do with that insight.

Kerry Cunningham of 6sense has more than 25 years of experience in B2B demand generation and management across industries, and he believes that MQLs (Marketing Qualified Leads) are a terrible idea. Instead, marketing and sales teams need to take a comprehensive look at their accounts, understand which of their potential customers are in the market, and close those deals.

At our January 28th fireside chat with Kerry, we’ll have a conversation about recognizing and embracing signals to optimize each prospect’s value, particularly in regards to demand gen events. We’ll conclude the event with ample time for connecting and thought sharing with fellow members of our B2B marketing community.

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Event Site-2

Discussion Topics

  • Understanding the correlation between degree of interest and number of prospects within a single organization
  • Leveraging third party intent data to identify additional prospects
  • Repositioning event registration lists to communicate the added value of multiple people from the same organization
  • Gaining visibility into anonymous web traffic
  • Personalizing follow-up campaigns based on degree of interest
Event Site-2

Agenda (in ET)

2:00 PM     

2:05 PM   

2:30 PM

3:00 PM      

2:00 PM

Attendees Join + Welcome Remarks

2:05 PM

Opening Remarks + Fireside Chat

2:30 PM

Interactive Breakouts

3:00 PM

Event Officially Ends

Attendees Join + Welcome Remarks

Opening Remarks + Fireside Chat

Interactive Breakouts

Event Officially Ends

Who's Attending

Select group of marketing, event, field, and demand gen leaders

Objectives

  • Walk away with a page full of notes on how to accurately interpret marketing signals through the lens of events
  • Connect with peers facing the same, real-life problems as you
  • Ask our speaker your most pressing questions

Reserve Your Spot Here

Organizer

BDI Birthday Logo

Business Development Institute (BDI) is an award-winning event marketing agency specializing in producing invitation-only, thought leadership driven, custom events on the most impactful topics. BDI’s programs create an interactive peer learning experience while providing a rare networking opportunity for like-minded leaders over a fine lunch.

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