The Death of the MQL? A Journey Towards Data-Driven ABM

Traditional MQL-based marketing is a relic of the past.It’s time to shift gears and embrace the new era of account-based marketing (ABM). In this episode, Jack Speyer, Director of Marketing Operations at Iron Mountain, shares how they transitioned from MQL metrics to a robust ABM program that delivers over 20x ROI.Don’t miss out on Jack’s insights about sales and marketing alignment, the power of strong analytic tools, and the implementation of a successful ABM program. In this episode, you’ll learn:What challenges arise when integrating new tools for ABMWhy sales and marketing alignment is crucial for maximizing ABM resultsHow to convince senior leadership to show support for ABM initiativesJump into the conversation:(00:00) Introducing Jack Speyer(02:22) Shifting from MQL to account-based marketing(03:39) Early ABM implementation and tools to think about(09:05) Achieving alignment between sales and marketing (11:25) Ready for 20x ROI with ABM? (17:56) Do this before you begin your ABM strategy