Growth Driver8 Okt 2024

How to Embrace New Buyer Behavior and Move Past MQLs with Terry Flaherty and Kerry Cunningham

B2B buyers have changed—and your strategy should too. Are your strategies still centered around the outdated MQL model? You're not alone, but it's time to break free and step into the realities of new buyer behavior, buying teams, and multi-threading. These challenges are more connected than you might think.

Today we’re tackling the monumental shifts in B2B buyer behavior and why clinging to Marketing Qualified Leads (MQLs) is no longer the path to revenue success. It's time to equip your business with the know-how to engage buyers on their terms and dramatically improve your revenue process.

Join us as we reconnect with two game-changers from season one, Terry Flaherty and Kerry Cunningham. With their decades of experience in shaping B2B marketing and sales processes–the funnel model to name one–they bring a wealth of insights into the 'why' and 'how' of aligning your strategies with modern buyer behavior.

Terry Flaherty is a senior marketing executive with a passion for sales and marketing integration through effective demand generation. His background includes more than 15 years of experience delivering enterprise-level software solutions, including business process management (BPM), IT infrastructure management, business intelligence, and application development.

Check out Terry’s first episode on Growth Driver:

https://www.growthdrivershow.com/mqls-are-out-buying-groups-are-in-with-terry-flaherty/

Kerry Cunningham is a research director, analyst, and thought leader with over 25 years of experience in all aspects of B2B. He’s authored numerous B2B frameworks including the latest versions of the Revenue Waterfall model. Most recently at 6sense, Kerry leads research and insights, including the just-released B2B Buyer Experience Report.

Check out Kerry’s first episode on Growth Driver:

https://www.growthdrivershow.com/how-b2b-buyer-behavior-has-changed-with-kerry-cunningham/

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