How Can Marketers Move Beyond MQLs?: Insights from UiPath | CMO Chats by The Ortus Club

Karen Strugnell, Senior Marketing Director for France & South West Europe at UiPath, shares how enterprise marketing is shifting away from traditional MQL-driven strategies towards Marketing-Qualified Accounts (MQAs), intent data, and full pipeline ownership. In this conversation with The Ortus Club, Karen explains why modern marketing teams must become true strategic partners to sales by focusing on account-level engagement, revenue acceleration, and highly relevant customer experiences. She discusses how changing buyer behaviour is making outbound tactics less effective, why intent data is transforming account prioritisation, and how marketers can use regional and industry-specific messaging to stand out in increasingly crowded markets.Karen also explores how UiPath approaches enterprise events through its Fusion experience, treating each event as one stage in a broader customer journey. From pre-event hackathons and technical workshops to tailored follow-up programmes for different personas, she explains how personalised engagement creates stronger relationships and better business outcomes. Throughout the conversation, Karen highlights the importance of customer advocacy, data literacy, sales alignment, and regional relevance as essential skills for today's marketing leaders navigating increasingly complex enterprise buying journeys.🎧 Listen to the full interview and subscribe for more conversations with today's leading marketing executives.#TheOrtusClub #CMOChats #B2BMarketing #RevenueMarketing #IntentData #MarketingQualifiedAccounts #UiPath