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18 Nov 2020

The MQL is dead, long live the MQA

It is well known now that B2B purchase decisions are made by buying groups, not individuals. So why do so many marketers continue to focus on generating marketing qualified leads (MQLs) rather than marketing qualified accounts (MQAs)?

In this session, Mark Mills, Technology Platforms Director at Kingpin will provide a better understanding of what an MQA is and how to re-align your lead gen strategy to focus on identifying, nurturing, scoring and measuring account-based activity for more effective sales follow up.

  • Why the MQA score is important
  • What you should take into account when looking at your MQA score 
  • How to build your MQA's
View all Virtual Event 2020 On Demand

Watch on-demand now!

We have a selection of our sessions from our 2023 event available to watch on-demand now. Re-immerse yourself in the exciting and engaging atmosphere of the B2B Marketing Expo and learn from the experts in B2B marketing.