Has B2B Marketing Lost Its Way? Rethinking MQLs, Attribution and Customer Focus

Is B2B marketing serving customers… or dashboards?

In this episode, Michelle J Raymond is joined by Moni Oloyede to question what’s really driving modern B2B strategy. From MQL obsession to attribution models and misunderstood buyer behaviour, this conversation challenges the metrics-first mindset many teams feel pressured to follow.

If you’ve ever felt like you’re busy but not aligned — this episode will resonate.

Michelle and Moni unpack where marketing may have drifted, why attribution isn’t the safety net we think it is, and how returning to customer understanding changes everything — including your LinkedIn strategy.

This is not about creating more content. It’s about creating better direction.

Key moments in this episode -

00:00 – Why marketing may have drifted away from customers

02:10 – Stakeholder pressure vs customer focus

04:30 – The real power of niching (and why teams avoid it)

09:05 – How MQL obsession shrinks marketing’s role

15:40 – Why marketing attribution doesn’t tell the full story

18:30 – Offline influence, word of mouth & what dashboards miss

24:15 – The most misunderstood B2B buying statistic

28:00 – What true customer understanding really looks like

CONNECT WITH MICHELLE J RAYMOND

1. Michelle J Raymond on LinkedIn
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4. B2B Growth Co newsletter

Today's episode is sponsored by Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://metricool.com/michellejraymond/?utm_source=podcast&utm_medium=influencer&utm_campaign=20260224_michelle-raymond_feb-analytics-strategy_en&utm_content=audio&utm_term=q1