Moving from MQL Generation to Pipeline (Revenue) Generation in B2B

Skill Level

Intermediate

Learning Track

Marketing Cloud Account Engagement (Pardot)

B2B MarketingMarketing Qualified Leads (MQL)Revenue-Driven MarketingSales Enablement

In today’s B2B marketing landscape, many marketers are overly focused on marketing qualified leads (MQL) metrics, often neglecting their true impact on sales. This presentation aims to shift the focus from merely generating MQLs to embracing a comprehensive approach that drives revenue. We will explore strategies that prioritize the entire sales cycle, ensuring that marketing efforts effectively translate into tangible sales outcomes.

Key Learnings:

1. Creating an efficient lead flow dashboard.
2. Automated sales shadowing to enhance conversion rates.
3. Developing an ideal customer profile (ICP).

About the Author

Ivo

Campos

B2B Marketing Operations Consultant and Co-Founder

IVICUO

Ivo is a B2B marketing expert and Certified Pardot Consultant, with extensive experience leading marketing initiatives for high-growth companies like TheFork and PageGroup. He has successfully implemented inbound marketing strategies and marketing automation systems across various sectors for startups and multinationals. As the co-founder of IVICUO, a MOPs consultancy dedicated to supporting B2B scale-ups, Ivo is committed to helping fellow marketers enhance their Marketing Operations strategies and execution.

Julien

Hennico

B2B Marketing Operations Consultant and Co-Founder

IVICUO

Julien brings over a decade of experience as a marketing leader with high-growth companies. He successfully spearheaded the lead generation strategy for TheFork.com and managed its B2B marketing across 12 countries. As the co-founder of IVICUO, a MOPs consultancy dedicated to supporting B2B scale-ups, Julien focuses on enhancing Marketing Operations strategies and execution for sustained growth.