By Oscar Quine

MQLs aren’t necessarily fit for purpose, especially when it comes to events. Shola Ogunrayi and Jessica Quiney of GPJ say it’s time to rewrite the rulebook.

Experience marketing has long been (and is still growing as) a cornerstone of B2B strategy, helping brands engage their audiences in meaningful ways. But are we measuring success correctly? The industry has relied on traditional metrics like marketing-qualified leads (MQLs) for years, yet these fail to capture the true impact of live experiences. To drive better business outcomes, brands must rethink their approach and adopt more sophisticated methods of measuring audience engagement and intent. Read full story ›

Source: The Drum