B2B buyers have changed—and your strategy should too. Are your strategies still centered around the outdated MQL model? You're not alone, but it's time to break free and step into the realities of new buyer behavior, buying teams, and multi-threading. These challenges are more connected than you might think.
Today we’re tackling the monumental shifts in B2B buyer behavior and why clinging to Marketing Qualified Leads (MQLs) is no longer the path to revenue success. It's time to equip your business with the know-how to engage buyers on their terms and dramatically improve your revenue process.
Join us as we reconnect with two game-changers from season one, Terry Flaherty and Kerry Cunningham. With their decades of experience in shaping B2B marketing and sales processes–the funnel model to name one–they bring a wealth of insights into the 'why' and 'how' of aligning your strategies with modern buyer behavior.
KEY MOMENTS IN THIS EPISODE:
0:00 – Intro
2:50 – A look at where it all started: the origin of the Terry & Kerry Saga
6:52 – What Terry and Kerry have been up to since we last spoke to them
14:27 – New Playbook 101: Align to the buyer, and it ain't just an MQL
25:04 – The three stages of the customer journey to use as an organizing principle for your GTM strategy
31:30 – You can't push a rope, buyers are going to buy how they want to buy
39:57 – Why you have to lead with value to get the buying team's attention
44:04 – How to unlock lead efficiency by moving beyond the MQL
54:30 – If they came alone, they don't matter.
1:05:40 – The number one factor in expansion selling to existing customers
Terry Flaherty is a senior marketing executive with a passion for sales and marketing integration through effective demand generation. His background includes more than 15 years of experience delivering enterprise-level software solutions, including business process management (BPM), IT infrastructure management, business intelligence, and application development.
Check out Terry’s first episode on Growth Driver:
https://www.growthdrivershow.com/mqls-are-out-buying-groups-are-in-with-terry-flaherty/
Kerry Cunningham is a research director, analyst, and thought leader with over 25 years of experience in all aspects of B2B. He’s authored numerous B2B frameworks including the latest versions of the Revenue Waterfall model. Most recently at 6sense, Kerry leads research and insights, including the just-released B2B Buyer Experience Report.
Check out Kerry’s first episode on Growth Driver:
https://www.growthdrivershow.com/how-b2b-buyer-behavior-has-changed-with-kerry-cunningham/
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