The New Marketing Playbook

It's time to reshape how we think about demand gen. Kerry outlines key strategic shifts:

- Stop spending demand gen budget on the 90-95% of accounts that aren't in market

- Focus on early-stage engagement with in-market accounts

- Transform BDR roles from meeting-bookers to buying process concierges

- Build stronger partner ecosystems and customer advocacy channels

Measuring What Matters

Forget MQLs. Kerry introduces new metrics that actually reflect buying behavior:

• Track meaningful engagement across entire buying groups
• Measure how effectively you're identifying and engaging in-market accounts
• Focus on brand preference and relationship building metrics
• Look at lagging indicators that show marketing's true impact

Making the Transition

Ready to convince your leadership team? Kerry suggests starting with your own data:

• Show how many leads actually come from the same accounts
• Demonstrate the buying group patterns in your current data
• Map out actual buying journeys and timing
• Build the case for changing how marketing is measured

The Pro Tip

Kerry's immediate action item for marketing teams: Look at your lead data differently. "The way we measure it - one lead equals one selling opportunity - is fundamentally flawed. When you realize that, you can't allow yourself to be measured that way anymore."

Whether you're running campaigns or leading a marketing org, this episode provides the practical steps needed to transform your strategy for today's B2B reality. Because it's time to stop chasing leads and start enabling real buying behavior.

Be sure to check out Part 1 of our interview with Kerry here.

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