In this episode, Michelle J Raymond is joined by Moni Oloyede to challenge the metrics-first mindset dominating modern B2B marketing. From MQL obsession to marketing attribution and misunderstood buyer behaviour, this conversation questions what we’ve prioritised — and what it’s costing us.
If you’re responsible for LinkedIn strategy, demand generation, brand or pipeline — this episode will make you think differently.
This isn’t about creating more content.
It’s about returning to customer understanding and marketing fundamentals.
Key Moments
00:00 – Why marketing may have drifted from customers
01:00 – Are we serving stakeholders instead of buyers?
04:00 – The real power (and fear) of niching down
09:00 – How MQL obsession shrinks marketing’s role
15:30 – Is marketing attribution misleading us?
18:00 – Why offline influence and word of mouth matter more than dashboards
23:30 – The most misunderstood B2B buyer statistic
26:00 – “Perfect practice makes perfect” — why more content isn’t the answer
27:30 – What true customer understanding actually looks like
What You’ll Learn
• Why serving stakeholders can distort strategy
• The danger of reducing marketing to MQLs
• Why attribution models can’t measure real human influence
• How buyer psychology should shape your LinkedIn content
• What “understanding your audience” really means in practice
#LinkedIn #B2BMarketing #DemandGeneration