Freya Ward will be talking at B2B Marketing Live, 2:30PM - 3:00PM on Thursday 19th November, on the Automation in Marketing stage

You’re under pressure to deliver revenue, and while the lead volumes seem healthy, the pipeline is flat. Plus, the feedback from Sales on the quality of the leads coming through is either non-existent or poor to say the least.

So what now?

Join me, Freya Ward, for a practical session on how marketers can contribute more effectively to pipeline. This isn’t just another “MQLs are dead” debate; I’m leaving that performative rhetoric aside and will focus on the decisions you can make to improve qualification, get more from your existing data and build stronger relationships with Sales.

I’ll explore how well you really know your ideal customer profile, and ask ‘what could something as simple as an additional field tell you about your existing data?’ – perhaps you stand to learn more about someone’s role, responsibilities, challenges, or even their part in a buying decision. I will then encourage you to look at the opportunities already sitting in your CRM, from prospects who need another conversation to existing customers with cross-sell or upsell potential. When budgets are tight, making better use of the data you already have matters.

Nurturing is a big part of this conversation. What gives someone a reason to keep engaging with you? Where does ungated content on your own channels meet with gated third-party activity? And how can Marketing and Sales agree what happens next, so the leads you’ve worked hard to generate have a better chance of becoming opportunities?

Bring Your Questions

The second half of the session is dedicated to an open Q&A, where I will be tackling real B2B marketing and sales challenges from the audience. Think about where progress stalls in your own business and share the questions you want help working through.

For example:

• Sales keeps rejecting our leads. What should we review together?
• How can we spot opportunities in our existing CRM data?
• What should we ask prospects to understand their role in the buying process?
• How do we nurture people who are a good fit but aren’t ready to buy?

This is a call for questions - bring your toughest queries and I will work through them live on stage.

Please submit a question on the link below – questions will be randomly selected to work through during the session, with all submissions treated anonymously. An email address is required to help protect against duplicate submissions.