Breaking the Gates — From Lead to Demand Generation with Alice de Courcy
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Description
The way people research, find and purchase products and solutions is changing. Traditional sales funnels are failing, often capturing leads who are not ready to buy. https://www.linkedin.com/in/alice-de-courcy-5205516a/, CMO at https://www.cognism.com/...
show moreAlice de Courcy, CMO at Cognism leads the way out of the tangled maze of misalignment and wasted resources between marketing and sales.
In this episode, I interview Alice about how she successfully transformed her B2B marketing playbook by focusing on content-fueled demand generation instead of collecting MQLs.
Join us as we discuss:
- Why Alice stopped delivering MQLs to the sales team
- Why it’s important to optimizing for content consumption, not conversion
- How to select and tracking metrics without MQLs & gated content
- How long it takes to create and see results of a demand generation engine
- Internal changes brought about by the new playbook
Check out these resources we mentioned during the podcast:
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