Precision Demand: MQAs, AI & the New Rules of Quality Growth

Outperformers aren’t louder—they’re sharper. Activate’s 9th annual State of Demand Gen Report reveals how leading teams are raising conversion by prioritizing quality signals, operationalizing MQAs, piloting practical AI, and aligning BDR motions around real buying intent. Join us for our live webinar to get an exclusive look at the latest research and analysis from more than 250 B2B marketers. Plus, hear from the leaders rewriting the rules of modern demand gen—where quality, proof, and precision drive every decision.

Here are a few topics we’ll discuss:

• MQAs, defined & operationalized: turn fuzzy account “interest” into a shared, measurable standard for pipeline progression.
• Quality > quantity tactics: how outperformers are lifting win rates by prioritizing higher-intent signals (and avoiding over-reliance on spray-and-pray social/search).
• Proof that lands: concise frameworks to prove demand gen ROI with metrics that sales & finance actually trust.
• AI that helps today: real use cases (prioritization, content acceleration, next-best-action) and low-risk pilots to run this quarter.

You will hear insights from the following demand gen leaders:

• Lizi de Jong Reuveni – VP GTM Programs at CyberArk
• Julie Neumann – Chief Marketing Officer at Honeycomb.io
• Amy Mann – Director, Global Integrated Campaigns at Elastic
• Chris Rooke – Chief Executive Officer at Activate
• Matt. Heinz – Founder/President at Heinz Marketing & Moderator

Join us to see what’s working now—and how to apply it fast.