Automating Inbound to Maximize MQLs - chief marketing officer - Pipeline Visionaries

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Episode notes

This episode features an interview with Jenny Force, VP of Global Demand Generation at Meltwater, a company with a suite of solutions that spans media, social, consumer, and sales intelligence. Jenny discusses her experience launching the company’s first big summit, as well as the work they have done to automate their inbound process to maximize each MQL. Key Takeaways: Launching a new big initiative and then proving ROI to the executive team requires careful positioning and careful measurement against KPIs. Automating the process for inbound leads through tech removes manual human intervention and puts the sellers into positions where they can do their job at a more impactful level. Imbuing campaigns with humor, while a little scary, can cause a big lift in engagement. Quote: We've been really investing and not just spending more money to get more MQLs. It's making, not to sound cliche, but every MQL count. It's about automating the process. Here at Meltwater, we're a 20-year-old company, we're very sales-centric and there's a lot of energy that used to be put behind outbound. So, it was changing the narrative around inbound.

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