In this episode of Disruption/Interruption, marketing veteran Ed Locher pulls back the curtain on B2B marketing's biggest lie: that the MQL machine actually drives growth. As CMO of PureFacts Financial Solutions and author of "Digital Transformation: People, Process and Technology," Ed reveals why 15 years of marketing automation created a sugar rush that's now crashing, and how AI can help fix it without repeating the same mistakes. This is a no-holds-barred conversation about emotional connection, the 95% of buyers marketers ignore, and why marketing tenure averages just 18 months.

 

Four Key Takeaways:
 The MQL Mirage Is Built on a Lie8:56
Marketing automation promised accountability through MQLs, but overdelivering on MQL targets quarter after quarter never translated to actual revenue growth. The entire system targets only the 5% of the market ready to buy right now—ignoring the 95% who need demand creation, not demand capture.
 B2B Buying Committees Have Tripled in Size16:30
The buying committee for enterprise B2B purchases has exploded from 5 people to 16. You can't build credibility and trust with 16 stakeholders through email sequences—you need emotional connection and personalized storytelling that speaks to each person's specific drivers (CFO cares about ROI, compliance cares about regulations, operations cares about not making headlines).
 AI Raises the Floor, Not the Ceiling29:59
AI protects terrible marketers from themselves by raising the quality floor, but it hasn't raised the bar for great marketing. The real opportunity lies 3-4 standard deviations above the mean—where human empathy, emotional triggers, and genuine understanding of customer pain create outsized impact that AI can't replicate.
 Marketing Attribution Is a Myth44:13
There will never be a "cast iron steel rod of attribution" connecting marketing activities directly to purchases. Marketers who work for leadership that doesn't understand this are doomed to 18-month tenures, chasing MQL targets that deliver short-term sugar rushes followed by revenue crashes. The rare CEO or investor who recognizes this broken motion is the problem—not the marketer—creates space for real growth.

Quote of the Show (44:13):
"There will never be a cast iron steel rod of attribution that says marketing did X, which led to this person buying something. It just doesn't work that way.” — Ed Locher

 

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Want PR that actually matters? Get 30 minutes of expert advice in a fast-paced, zero-nonsense session from Karla Jo Helms, a veteran Crisis PR and Anti-PR Strategist who knows how to tell your story in the best possible light and get the exposure you need to disrupt your industry. Click here to book your call: https://info.jotopr.com/free-anti-pr-eval

 

Ways to connect withEd Locher:

LinkedIn:  https://www.linkedin.com/in/edlocher/

Company Website: https://purefacts.com

 

How to get more Disruption/Interruption: 

Amazon Music - https://music.amazon.com/podcasts/eccda84d-4d5b-4c52-ba54-7fd8af3cbe87/disruption-interruption

Apple Podcast - https://podcasts.apple.com/us/podcast/disruption-interruption/id1581985755

Spotify - https://open.spotify.com/show/6yGSwcSp8J354awJkCmJlD

In this episode of Disruption/Interruption, marketing veteran Ed Locher pulls back the curtain on B2B marketing's biggest lie: that the MQL machine actually drives growth. As CMO of PureFacts Financial Solutions and author of "Digital Transformation: People, Process and Technology," Ed reveals why 15 years of marketing automation created a sugar rush that's now crashing, and how AI can help fix it without repeating the same mistakes. This is a no-holds-barred conversation about emotional connection, the 95% of buyers marketers ignore, and why marketing tenure averages just 18 months.
&nbsp;
Four Key Takeaways:
<ol>
<li> The MQL Mirage Is Built on a Lie 8:56 Marketing automation promised accountability through MQLs, but overdelivering on MQL targets quarter after quarter never translated to actual revenue growth. The entire system targets only the 5% of the market ready to buy right now&mdash;ignoring the 95% who need demand creation, not demand capture.</li>
<li> B2B Buying Committees Have Tripled in Size 16:30 The buying committee for enterprise B2B purchases has exploded from 5 people to 16. You can't build credibility and trust with 16 stakeholders through email sequences&mdash;you need emotional connection and personalized storytelling that speaks to each person's specific drivers (CFO cares about ROI, compliance cares about regulations, operations cares about not making headlines).</li>
<li> AI Raises the Floor, Not the Ceiling 29:59 AI protects terrible marketers from themselves by raising the quality floor, but it hasn't raised the bar for great marketing. The real opportunity lies 3-4 standard deviations above the mean&mdash;where human empathy, emotional triggers, and genuine understanding of customer pain create outsized impact that AI can't replicate.</li>
<li> Marketing Attribution Is a Myth 44:13 There will never be a "cast iron steel rod of attribution" connecting marketing activities directly to purchases. Marketers who work for leadership that doesn't understand this are doomed to 18-month tenures, chasing MQL targets that deliver short-term sugar rushes followed by revenue crashes. The rare CEO or investor who recognizes this broken motion is the problem&mdash;not the marketer&mdash;creates space for real growth.</li>
</ol>
Quote of the Show (44:13): "There will never be a cast iron steel rod of attribution that says marketing did X, which led to this person buying something. It just doesn't work that way.&rdquo; &mdash; Ed Locher
&nbsp;
Join our Anti-PR newsletter where we&rsquo;re keeping a watchful and clever eye on PR trends, PR fails, and interesting news in tech so you don't have to. You're welcome.
&nbsp;
Want PR that actually matters? Get 30 minutes of expert advice in a fast-paced, zero-nonsense session from Karla Jo Helms, a veteran Crisis PR and Anti-PR Strategist who knows how to tell your story in the best possible light and get the exposure you need to disrupt your industry. Click here to book your call: <a href="https://info.jotopr.com/free-anti-pr-eval">https://info.jotopr.com/free-anti-pr-eval</a>
&nbsp;
Ways to connect with Ed Locher:
LinkedIn:&nbsp;&nbsp;<a href="https://www.linkedin.com/in/edlocher/">https://www.linkedin.com/in/edlocher/</a>
Company Website: <a href="https://purefacts.com/">https://purefacts.com</a>
&nbsp;
How to get more Disruption/Interruption:&nbsp;
Amazon Music - <a href="https://music.amazon.com/podcasts/eccda84d-4d5b-4c52-ba54-7fd8af3cbe87/disruption-interruption">https://music.amazon.com/podcasts/eccda84d-4d5b-4c52-ba54-7fd8af3cbe87/disruption-interruption</a>
Apple Podcast - <a href="https://podcasts.apple.com/us/podcast/disruption-interruption/id1581985755">https://podcasts.apple.com/us/podcast/disruption-interruption/id1581985755</a>
Spotify - <a href="https://open.spotify.com/show/6yGSwcSp8J354awJkCmJlD">https://open.spotify.com/show/6yGSwcSp8J354awJkCmJlD</a>

When did you say ”THAT’S IT! I’VE HAD IT!”? Time to Disrupt and Interrupt with host Karla Jo. Every week KJ interviews professionals who are disrupting their industries and altering economic networks that have been antiquated with bull-headed predecessors holding up the progress.

KJ delves into uncovering more from industry rebels and innovators that you didn’t know you needed in your life.