E98: Are your leads killing your business?
B2B Marketing Futures · Adzact
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Show Notes
Are legacy lead gen tactics doing more harm than good?
In this episode of B2B Marketing Futures, host Joaquin Dominguez is joined by a powerhouse panel of marketing leaders to explore how outdated lead models are slowing growth — and what to do instead.
You’ll hear from:
• Mark Osborne, Author of Are Your Leads Killing Your Business?
• Adrian Morgan, Sr. Director of Marketing Ops at Tenable
• Shana Brewer, Director of Global Campaigns at Veeam
• Taylor Whetstone, Marketing Ops Manager at Augury
• Tyler Rittmaster, Marketing Analytics Lead at UserTesting
Together, they unpack:
- Why MQLs are being replaced by revenue-focused metrics
- How to align marketing, sales and success around shared goals
- Smarter lead scoring that reflects real buying journeys
- ABX, forecasting, and treating customers like future leads
If you’re still reporting on lead volume, it’s time to rethink your revenue engine.
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