The Death of the MQL with Renee Cohen

In this episode of The RevOps Corner, our host Eddie Reynolds sits down with Renee Cohen, Vice President of Marketing and Operating Partner at Norwest Venture Partners, to discuss the evolution of lead generation strategies in B2B SaaS companies and the death of the MQL.

The conversation covers topics such as the integration of inbound and outbound strategies, the importance of account-based marketing, and the role of intent data in identifying potential clients.

Key insights include the critical analysis of current lead scoring practices, the debate on routing high-intent leads, and strategies for creating effective target account lists for cold calling.

00:00 Introduction

02:50 The Importance of Benchmarking

03:49 Investment Trends Post-B2B SaaS Industry Shift

06:45 Redefining MQLs

10:53 The Challenge of Efficient Lead Scoring

15:30 Rethinking Lead Generation Strategies

21:31 Optimizing Lead Management and Routing

22:52 Strategic Approach to MQLs and Outbound

28:02 Exploring Growth Strategies and Benchmarks

28:31 The Cost of Customer Acquisition

32:15 Leveraging Owned Intent Data

41:05 The Art of Routing Inbound Leads Effectively

44:19 The Importance of AE and SDR Collaboration

50:26 Closing Thoughts and Resources

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