Wednesday Wisdom: What is that smell?

saraboostani

Before germ theory, it was thought disease came from “bad air.” The smell was a signal — but it wasn’t the cause. In B2B marketing, we’ve made a similar mistake with MQLs. They can correlate with real opportunities, but they are far from what creates them.

Our Head of Research, Kerry, just published another brilliant piece using the Miasma Theory of Disease as a metaphor for how we misdiagnose buying signals. It’s a reminder that the real condition we need to measure isn’t form fills or clicks — it’s buying groups in motion!

Give it a read here 👉 Rats, Bubonic Plague, and Your MQLs