Latané Conant is a B2B author, podcast, Forbes blogger, CMO network convenor, CMO (6sense) and mother of two teenage boys. And somehow, amidst all that, we got her out to Australia recently to be a keynote at the B2B Marketing Leaders Forum and spend some time with our clients.
Her opening line is ‘Wouldn’t it be fantastic is we knew who was in-market for our products and services?’ to which we B2B marketers say ‘Hell Yeah!!’.
In this ‘fireside’ (actually ‘harbour-side’) interview with our CEO Andrew Haussegger, she unpacks this issue in response to the following questions:
|03:00||Are marketing qualified leads dead?|
|04:55||What is the dark funnel?|
|06:12||How do you predict the buying stage?|
|07:20||How AI can be incorporated into your marketing plan?|
|08:59||What is ABX?|
|11:30||What should marketers be tracking?|
|14:09||How do you get started with intent-driven ABX?|