2015 Called and Wants Its MQL Back

2 minutes
Dec 16, 2021
Account-Based ExperienceDigital Marketing

  For cybersecurity software company Code42, the year 2021 was a pivotal point when it came to reevaluating its go-to-market approach. Gone are the days of MQLs, arbitrary target account...

2015 Called and Wants Its MQL Back

 

For cybersecurity software company Code42, the year 2021 was a pivotal point when it came to reevaluating its go-to-market approach. Gone are the days of MQLs, arbitrary target account selection, and relying on a leads-based approach. This was no ordinary shift of traditional sales and marketing tactics — this was a shift in its entire philosophy.

You’ll hear from Aida Kamber, VP of Growth Marketing, and Dorothy Milazzo, Senior Manager of Integrated Marketing, about how the Code42 sales and marketing teams aligned as a revenue team, created next-level strategies based on intent data from the 6sense platform, and now function as a united revenue organization. A true ‘better together’ story, Code42 exemplifies an organization ahead of the curve in the RevTech Revolution. In this session, Aida and Dorothy will emphasize the importance of:

  • A strong partnership between sales and marketing as one revenue team
  • Leveraging digital ads, paid social, and content syndication to target the right accounts with the right message for that buying stage
  • Continuing to learn and iterate your processes along the journey to an account-based strategy, all while celebrating the small (and big) wins right from the beginning

Presentation Slides: