Case Studies

Empowering CMOs at B2B Forum

What do you get when 400 marketers come together for two days in Sydney? At least two dozen insights written author and corporate storyteller Gina Balarin. What about the B2B Marketing Leaders Forum in Sydney makes it unique? The B2B Marketing Leaders Forum is a great opportunity to gain skills or share impressions or experiences […]

Case Studies

The Decline of MQLs as a B2B Metric

The concept of relying only on marketing qualified leads (MQLs) to measure effectiveness might go the way of platform shoes and disco balls. MQLs are losing favor as a one-size-fits-all measure of marketing’s ability to push sales leads down the pipeline, say B2B industry leaders. Although marketing automation gave rise to the prospect of MQLs […]