Generating Demand: Stories from the B2B Trenches

Episode 19: Defining the MQL with Guest Jamie Feigenbaum

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ViB Podcast | 19 — Generating Demand: Real Stories from the B2B Trenches with guest Jamie Feigenbaum. Today’s episode: Defining the MQL

Jamie Feigenbaum was pursuing a master’s degree in sociology (urban studies) when she first discovered her passion for marketing. Today, in her role as a demand generation manager for RFPIO, she leverages her unique skillset to straddle both big-picture strategy work and granular analyses.

On today’s episode, Jamie joins host Amanda McGuckin Hager to share how and why even the most exciting short-term marketing wins sometimes don’t translate to results — and what to do about it.

“Having a strong MQL definition — one that’s enough to get a sales rep’s attention — is really important. Otherwise, you’re closing the door on a lot of opportunities.”
— Jamie Feigenbaum

Today on Generating Demand: Real Stories from the B2B Trenches with demand gen expert Jamie Feigenbaum:

  • How demand generation marketing and sociology intersect [1:55]
  • What happens when sales and marketing fail to align on defining MQL criteria [3:42]
  • The one question every marketer should ask before planning a campaign [20:22]

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About Generating Demand: Stories from the B2B Trenches:

Struggling to meet your company’s B2B demand generation marketing goals? Join lead generation expert Amanda McGuckin Hager each week for honest, unfiltered conversations from the trenches of B2B marketing with some of the industry’s leading marketers. As a bonus, you leave each week with a recommended resource from our insiders. Listen, learn, and generate leads with ViB — it’ll be fun! 

To learn more of our demand generation secrets: visit

Recommended resources from today's episode:

HubSpot — Marketing, sales, customer service, and CRM software platform with loads of free resources, templates, and knowledge to support marketing organizations of any size.

MarketingPros — Marketing knowledge hub that offers marketers a wealth of tips and inspiration for creating successful campaigns.

SiriusDecisions — Source for valuable paid training courses (and free resources) designed to help marketers deepen their expertise. 

Conversations that Win the Complex Sale — This book provides marketers with a wealth of knowledge into the sales experience and useful tips to help seed customer conversations.

Episode Summary

The MQL is at the heart of demand generation. In this episode, Jamie shares her story on how she built a winning campaign to drive MQLs – only to find out that they weren’t converting. Listen in for her advice on what to do when the MQL definition isn’t strong enough to drive opportunities, plus grab her top-notch recommended resources.

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