Fill in the form and join this 90-minute C-level peer group session to discuss common challenges on this subject and find out how your peer group is solving them.
About the event:
Time: 2:00pm to 3:30pm UK time Place: Virtual over Zoom
The B2B marketing landscape has changed significantly, making traditional MQL-driven strategies less effective. Today's buyers conduct most of their research anonymously, often deciding on vendors before engaging with sales. Buying groups have grown to an average of 11 members, nearly twice the pre-COVID number.
This new reality requires a fundamental rethink of B2B marketing approaches. Marketers now face the task of personalising experiences for larger, more diverse buying groups while navigating new technologies and data privacy regulations. Moving beyond MQLs presents an opportunity to develop more effective B2B marketing strategies in a time of economic uncertainty and changing customer expectations.
Through our challenge forum format, this event brings together senior marketing peers to address key challenges, including:
- Capturing the full value of marketing efforts in complex, multi-stakeholder B2B sales processes
- Improving alignment between marketing and sales teams to support business growth
- Engaging with and influencing anonymous buying groups
- Adapting measurement frameworks for account-based marketing (ABM) strategies
- Using data and technology effectively to create more relevant marketing campaigns
- Measuring marketing's contribution to revenue and overall business impact
- Developing attribution models that reflect the complexity of the B2B buyer journey
Register your interest below:
During this 90-minute virtual roundtable, we will explore strategies to engage decision-makers throughout their buying journey. We'll discuss how to tailor approaches for diverse buying groups and demonstrate the direct impact of marketing efforts on business outcomes.
Participants include:
Why You Should Attend:
- Peer group learning and networking: Connect with fellow CMOs and marketing leaders to exchange ideas, experiences, and best practices in redefining marketing success metrics.
- Discover new approaches: Learn about innovative ways to measure and communicate marketing's impact beyond MQLs.
- Navigate emerging challenges: Collaboratively identify and discuss the challenges that arise when shifting away from traditional metrics, and learn from others' experiences in overcoming these obstacles.
- Align marketing and sales: Gain valuable insights on fostering better collaboration between marketing and sales teams in the post-MQL landscape.
- Explore new tools and methodologies: Hear about the latest tools, platforms, and methodologies that are transforming how B2B marketing success is measured and reported.
This interactive session will encourage participants to tackle a specific challenge related to moving beyond MQLs, dissect its intricacies, and collaboratively formulate solutions and strategies.
Participants will
- Connect with other B2B tech marketing leaders.
- Submit and vote on a specific challenge to be discussed.
- Discuss the chosen challenge.
- Propose and evaluate solutions to the challenge.
- Be part of a post-event podcast episode discussing the challenge and the solutions.
Who is invited?
This exclusive, invitation-only event is tailored for CMOs and senior marketing leaders who are actively exploring new ways to measure and communicate marketing's impact beyond traditional MQL metrics. Organised by TechPros.io, this session aims to facilitate a dynamic exchange of ideas, experiences, and best practices among industry peers who are at the forefront of redefining marketing success in B2B.
Ideal participants are those who:
- Are keen to engage in peer-to-peer learning and networking, sharing their own experiences with evolving marketing metrics while learning from the successes and challenges of others in the industry.
- Are eager to participate in thought-provoking discussions about the changing role of marketing measurement and its potential to drive growth and efficiency.
- Strive to leverage new approaches to improve their organisation's marketing effectiveness, sales alignment, and overall growth.
- Wish to be part of a community of forward-thinking marketing leaders who are collectively shaping the future of B2B marketing measurement.
To ensure a focused and enriching discussion, personal invitations are being extended by TechPros.io in collaboration with 6sense. Each invitee is required to participate in a 15-minute briefing call with Tim Bond (if not already done so). This call is crucial for outlining the event's format, objectives, and setting clear expectations for all participants.
For arranging your briefing call and for additional details, please reach out to vanessa.condez@techpros.io.
How it works:
- Online registration: Submit a real challenge you're encountering relating to moving beyond MQLs in B2B marketing (above form) along with a preferred date.
- Join the TechPros.io community: Enhance your experience by joining the TechPros.io Slack community. This platform offers extended networking opportunities and further engagement with peers who share your interests.
- Participation confirmation: TechPros.io will confirm your event participation by sending you a calendar invitation, ensuring you have all the details for the session.
- Challenge voting: On the day of the event, attendees will have the opportunity to vote on the challenges submitted. This democratic process will determine the primary issue to be explored during our session.
- Event kick-off: The session begins with the challenge owner presenting their specific issue related to redefining marketing success metrics. This will set the stage for a comprehensive, collaborative discussion aimed at identifying practical solutions and strategies, followed by a round of questions to the challenge owner.
- Post-event engagement: Following the event, we produce a podcast episode that is aired on the Enterprise Thought Leadership podcast and is accompanied by an article.
This unique format not only facilitates a meaningful exchange of ideas and solutions but also offers continued engagement and recognition within the B2B marketing community.
Why participate in a Challenge Forum? See below:

Sponsored by:

6sense offers an account-based marketing (ABM) and sales intelligence platform. The company uses data analysis and machine learning to help businesses identify potential customers. By providing insights into buyer behaviour, 6sense allows marketing and sales teams to refine their strategies and anticipate customer needs. The platform's features include account identification, analytics and reporting. These tools help companies uncover buying signals, prioritise accounts and personalise outreach. 6sense aims to improve how businesses approach B2B marketing and sales, supporting organisations as they adapt to changes in the market. For more information about 6sense and its services, visit 6sense.com.
Moderated by:
TechPros.io is a leading global platform for senior business and technology professionals to participate in collaborative roundtable events on current industry topics.
As a participant, you share your career insights and learn from others solving similar challenges at work and have the opportunity to connect with peers in active thought leadership groups.
Our interviews and events are paid for by sponsors whose senior representative(s) participate alongside you.
More info please email events@techpros.io or Vanessa at vanessa.condez@techpros.io
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