Breaking the Gates — From Lead to Demand Generation with Alice de Courcy

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. Alice 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 teamWhy it’s important to optimizing for content consumption, not conversionHow to select and tracking metrics without MQLs & gated contentHow long it takes to create and see results of a demand generation engineInternal changes brought about by the new playbookCheck out these resources we mentioned during the podcast:Episode 1 with Rand FishkinEpisode 2 with Chris WalkerNever miss an episode of Ungated Marketing by subscribing on Apple Podcasts, Spotify, Google Podcasts, our website, or anywhere else you like to get your daily shot of podcast knowledge.