Back on T-R-A-C-K · 2026-08-20 · 1h 19m
The traditional B2B marketing funnel is officially broken. Joined by guest Heidi Ramich on Tea Time with Tech Marketing Leaders , host Kerry Guard explores why modern customer journeys look less like a straight line and more like a Jackson Pollock painting - and what smart marketing teams are doing about it. In a landscape where buying decisions are driven by entire committees rather than solo decision-makers, Heidi outlines the playbook for transitioning from vanity lead counts to true account-centric strategies. What we dive into: Mapping the Non-Linear Path: Ditch outdated funnel models for an account-centric (ABX) approach designed to earn trust across complex buying groups. Smart Data & Tech: Use AI and predictive insights to spot accounts ready for change, focusing on buyer engagement clusters rather than isolated MQLs. Unified Revenue Teams: Why sales and marketing need to play like a single team, delivering strategic "air cover" during the quiet phases of the sales cycle. Metrics That Actually Matter: Shift your focus to long-term brand awareness, short-list placements, and high-intent actions - leaving open rates in the past.
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