The way people research, find and purchase products and solutions is changing. Traditional sales funnels are failing, often capturing leads who are not ready to buy.

Alice de Courcy, CMO at Cognism leads the way out of the tangled maze of misalignment and wasted resources between marketing and sales.

In this episode, I interview Alice about how she successfully transformed her B2B marketing playbook by focusing on content-fueled demand generation instead of collecting MQLs.

Join us as we discuss:

• Why Alice stopped delivering MQLs to the sales team
• Why it’s important to optimizing for content consumption, not conversion
• How to select and tracking metrics without MQLs & gated content
• How long it takes to create and see results of a demand generation engine
• Internal changes brought about by the new playbook

Check out these resources we mentioned during the podcast:

• Episode 1 with Rand Fishkin
• Episode 2 with Chris Walker

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