The way people research, find and purchase products and solutions is changing. Traditional sales funnels are failing, often capturing leads who are not ready to buy.

Alice de Courcy, CMO at Cognism leads the way out of the tangled maze of misalignment and wasted resources between marketing and sales.

In this episode, I interview Alice about how she successfully transformed her B2B marketing playbook by focusing on content-fueled demand generation instead of collecting MQLs.

Join us as we discuss:

Why Alice stopped delivering MQLs to the sales team
Why it’s important to optimize for content consumption, not conversion
How to select and track metrics without MQLs & gated content
How long does it take to create and see the results of a demand generation engine
Internal changes brought about by the new playbook

Check out these resources we mentioned during the podcast:

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