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