In today's B2B SaaS landscape, the traditional approach to marketing qualified leads (MQLs) is outdated and ineffective. Discover how to align your follow-up strategies with actual intent and build meaningful relationships with prospects.
Downloading an ebook doesn't mean someone wants to talk to sales. Period. Full stop.
The traditional B2B SaaS MQL definition is broken. We keep running the same tired playbook and expecting different results:
The outcome? Wasted budget, damaged brand reputation, and zero pipeline impact.
The issue isn't gating content. The real problems are:
We need to stop treating every content download like it's a sales lead. Match your follow-up to the actual intent shown.
If your outreach strategy makes you cringe, it's probably been making your prospects cringe for a long time.
Focus on building pipeline, not collecting email addresses.
Most ABM strategies aren't failing because of bad targeting. They're failing because teams try to run them at full scale before proving the model works. I sat down with Andrei on the Demand podcast to talk through the account tiering framework and pilot structure that fixes this, and why lead scoring was never built to answer the question teams are actually asking of it.
"Demand gen" has sadly become synonymous with lead generation and performance marketing. But the best agencies still understand that brand preference and demand capture are complementary, not competing. This guide breaks down how the top demand gen agencies work and why it's so important to be philosophically aligned before getting sold on the word "demand gen".
ChatGPT has 900 million weekly active users, but ads only reach the 19% on the free tier. Our own poll found that 74% of SaaS marketers are already on paid plans, meaning most of your ICP has already opted out before you spend a dollar.
