The Death of the MQL: Myth, Mayhem, and Marketing Evolution

Once the holy grail of B2B marketing, the MQL was seen as predictable, tangible, and scalable. It was the metric that made marketing feel measurable, but somewhere along the way, it got overpromised and oversold. Now, everyone is declaring it’s the “Death of the MQL” in dramatic Linkedin posts and promoted thought leadership …but is the MQL really dead?

Spoiler: It’s not. But it is due for a rethink.

Anteriad’s Jake Phibbs and Grove B2B’s Sam Cunliffe explore how marketers can evolve traditional models and embrace change without losing what works. Learn how to sharpen qualification, clarify the MQL’s role in your mix, meaningfully leverage tech, and align more closely with sales.

And, we'll elevate the experience with a curated, sommelier-led wine tasting. Engage your palate while enriching your perspective because modern marketing is best savoured with nuance, data, and a great glass of wine.

Inquire about attending this exclusive, limited-seat engagement today!