How The Best B2B Marketers Are Measuring Success in 2023 with Jason Bradwell from B2B Better

What It Covers

Jason Bradwell from B2B Better discusses why MQLs remain relevant for enterprise sales, his A-to-E prioritization framework for marketing initiatives, and strategies for proving ROI on experimental campaigns during budget constraints.

Key Questions Answered

• •MQL relevance framework: Marketing qualified leads work for enterprise B2B when defined as contacts showing purchase intent through specific actions, not just email collection. Combine lead scoring with account scoring using customer fit and engagement fit thresholds before human review.
• •A-to-E prioritization method: Evaluate new marketing initiatives using five pillars: Audience (who you target), Belief (unique positioning), Creative (asset format), Distribution (reach strategy), and End result (success metrics). Ideas failing any pillar need rework before launch.
• •Budget allocation ratio: Allocate 70% of marketing spend to demand generation activities that drive commercial value, 30% to brand and experimental campaigns. Adjust this ratio based on whether you're meeting revenue targets, not arbitrary planning cycles or competitor actions.
• •Podcast as ABM tool: Launch branded podcasts as account-based marketing by co-creating content with target prospects, starting with zero budget Zoom recordings. Use episodes as sales enablement assets to maintain relationships during long enterprise sales cycles spanning multiple years.