From MQLs to Buying Groups and the Role of AI in Modern Marketing ft. Heather Adams

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Recorded09 Jul 2025

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Show notes

In this conversation, Heather Adams discusses the shift from traditional MQL-based marketing strategies to a buyer group-first approach. She emphasizes the importance of aligning sales and marketing teams, leveraging intent data, and utilizing AI for personalization. The discussion highlights the challenges of data quality and the need for transparency in building trust among teams. Heather shares insights on measuring success in this new model and offers advice for driving change within organizations.

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