In the new episode of B2B Marketing Leaders, Olga Bondareva, founder of ModumUp Agency, talks leads in B2B marketing with experts from enterprise companies:
Ralff Tozatti, Sr Director of Marketing Strategy - Analytics and Opps Americas at Thomson Reuters
Rahul Agarwal, Strategic Marketing Manager at Trystar
Hitendar Sethi, Principal Product Marketing Manager - AI Cybersecurity at Palo Alto Networks
Key themes discussed:
🔸 Why “lead” remains the default metric: familiar, simple, and easy to count
🔸 Quality vs. volume tension: sales targets rise, forcing both at once
🔸 Moving from MQL counts to pipeline value and conversion through stages
🔸 The need for shared definitions across teams, tools, and acquired business units
🔸 Buying groups and account-level intent signals for complex B2B decisions
🔸 Data hygiene as the prerequisite for AI: enrichment, validation, normalization
🔸 AI in practice: faster content production and scalable cohort personalization
A practical discussion on why B2B teams still disagree on “good leads,” and how the path forward looks: align on one language and funnel, prioritize pipeline outcomes, adopt buying-group signals where it fits, and use AI only after fixing data foundations.