B2B Marketing Exchange Building Predictable Pipeline With Matt Heinz
Feb 5, 2025
Matt Heinz, President and Founder of Heinz Marketing, shares insights on B2B trends and pipeline building. He discusses the crucial role of AI in enhancing marketing functions while addressing organizational issues. Matt critiques the outdated MQL model, advocating for a revenue-centric approach focused on true pipeline success. He emphasizes the balance between immediate wins and long-term strategies. Additionally, he highlights the importance of integrating sales and marketing for better alignment and the value of in-person events for meaningful connections.
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Early Experience With B2BMX
- Matt first attended when the event was Content to Conversion and found it pivotal early in his career.
- He values the people, content, and fresh organization that keep him returning to B2BMX.
AI Is Embedded In Go‑To‑Market Workflows
- AI is now a daily augmenting tool across marketing, sales, and CS workflows.
- Custom GPTs and AI-driven content production are boosting pipeline and efficiency.
Dysfunction Blocks Scalability
- Organizational dysfunction often surfaces as buying journeys grow more complex.
- Fixing culture, change management, and work habits unlocks speed, productivity, and agility.
