The Long Game

Person-Based Marketing, MQLs, Ice Baths, and GTM Alignment with Alice Wyatt

Mar 26, 2025

01:49:00

In this episode of The Long Game Podcast, Alex Birkett interviews Alice Wyatt, a B2B fintech marketing leader with experience at Codat, Bloomreach, and Adyen. Alice shares how her personal journey of building community and maintaining sanity in a fast-paced city like New York connects with her marketing philosophy: agile, people-first, and impact-driven. The conversation explores person-based marketing (PBM), the limits of MQLs, aligning sales and marketing teams, and embracing adaptability in an AI-disrupted world. Alice also reflects on how her approach to building community mirrors how great marketing is done: with empathy, boldness, and a willingness to challenge the status quo.

Key Takeaways

From ABM to PBM: Moving beyond account-based strategies to person-based marketing creates deeper personalization and stronger alignment with buying behavior.
MQLs Are Outdated: Relying on MQLs limits alignment; marketing and sales need shared, outcome-driven goals instead.
Adaptability Over Tactics: Successful marketers focus on business outcomes and adapt tactics as priorities shift—agility trumps specialization.
AI Is Redefining Roles: AI is reshaping marketing roles, requiring teams to adopt tools while maintaining strategic thinking and creativity.
Community as a Superpower: Whether in marketing or life, building and contributing to genuine communities creates long-term value.
Hire for Resilience and Curiosity: Non-traditional backgrounds (e.g., comedy, hospitality) often produce standout BDRs with adaptability and EQ.
Thought Leadership ≠ Press Releases: Modern thought leadership means leading with perspective, not parroting trends or relying on legacy PR tactics.

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