In this episode of Quickfire Marketing, host E.T. Mac welcomes Katherine Lehman from KT Creativity to discuss the provocative topic of why Marketing Qualified Leads (MQLs) are no longer effective indicators of marketing success. With over 15 years of experience in marketing, Katherine argues that the focus should shift from MQLs to metrics that truly matter, like revenue and customer lifetime value. The conversation covers the pitfalls of traditional MQLs, the importance of understanding your ideal customer profile (ICP), and strategic steps to align marketing efforts with revenue goals. Tune in to discover actionable insights for refining your marketing strategy as we approach 2025.

00:00 Introduction and Special Guest

00:24 The Death of MQLs

02:32 Shifting Focus to Revenue

05:00 Understanding Your Ideal Customer Profile (ICP)

07:39 Leveraging AI for Marketing Insights

00:15 Conclusion and Farewell