B2B marketing is broken. We’ve lost our way by optimizing our strategies around acronyms instead of people – and that has to change.

As the person in charge of demand generation at Drift, I spend a lot of time talking about the power of conversational marketing and how we’re aligning our actions around what we really believe – that there’s no more B2B or B2C – there’s just marketing and selling to real people like you and me. And it’s not just a new approach. We’re writing a whole new playbook for modern marketing.

But even pioneers sometimes get caught in a rut, and I realized that
as we were talking about a different way of doing things, we were still using the same old MQL (Marketing Qualified Lead) and MQA (Marketing Qualified Account) approach to measure our own performance.

It was time to make a change. A big change. So to ensure that we were walking the walk, we overhauled our whole marketing funnel to be people-centric. We skipped the acronyms and are instead focusing on the individuals who do the actual buying. This approach changes the whole context of the conversation. It elevates it and makes it more authentic and more effective.

And because we know that words matter, we’ve changed the terms we use to define the stages of our funnel. We’re no longer talking about MQLs; we’re talking about Interested People. And from there, our process is all about conversations – Scheduled Conversations and Held Conversations. That’s what turns our Interested People into Future Customers, and – ultimately – customers.

And you know what? It’s working.

Here at Drift, we’re all about the conversation. And conversations are held with people – not accounts, not companies – people. We’ve changed the way we think about demand generation so that we can focus on those conversations. We hope that other marketers will join us and ditch the outdated MQL in favor of conversations. That’s where the connection is made. That’s where the relationship starts.

Kate Adams
VP of Marketing, Drift

Your buyers don't want to be treated like MQLs.

Treat your buyers like people. Here's how conversations are transforming the marketing funnel as we know it (and what you can do about it).

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