Focus on Accounts, Not Leads (Video)
The concept of “a lead” is one of the most misunderstood and misused strategies in marketing. CRMs like Salesforce have doubled down on the idea of a leads-focused marketing strategy by building CRMs focused on leads/emails and not accounts.
Not All MQLs are Created Equal (Video)
Stop me if you’ve been here before: You create a model forecasting the next quarter with the MQLs you need to hit your target. You invest heavily in growing MQLs and do so primarily through Lead Ads. Then, the sales team misses their target, and the SQL and Pipeline numbers are nowhere near their targets.