Today’s B2B tech marketers aren’t short of metrics to track. Being able to do this has enabled marketers to improve the effectiveness of the marketing they do, and ultimately the impact they have within their companies.

But sometimes marketers can focus too much on the pipeline. Classic lead generation has always been centred around marketing qualified leads (MQLs) which in many cases will never turn into revenue.

So what’s a better approach?

I’m joined by Kristina Jaramillo to discuss this very topic. And while Kristina isn’t suggesting the MQL is dead, she does talk about a proven approach to help marketers and companies increase their revenue.

We cover;

• Why focussing on pipeline can be a problem
• What metrics marketers should focus on instead, and why
• How ABM can help companies increase revenue
• How marketing teams should be structured
• When you should start thinking about MarTech to support you
• What skills and attributes Kristina looks for when hiring B2B tech marketers

And so much more.

Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.

If you'd like to be a future guest on the Market Mentors podcast you can apply here.