MQLs Are Dead.
I Should Know, I Built Them.

Mark Kilens co-authored the Inbound Methodology and built HubSpot Academy, the machine that made MQLs the industry standard. Now he’s telling marketers to move past it.

Join Mark for a candid look at why lead-volume scoring is breaking down, drawn from what he’s seen up close at Drift, Airmeet, and TACK: conversational engagement replacing lead-form volume, account-level pipeline attribution replacing event registrations, and GTM motion built around how accounts actually buy instead of one-size-fits-all playbooks.

He’ll explain why account-level signal (not a new idea, but one that lost to MQLs for a decade) is finally becoming practical, and what’s changed to close the gap between knowing the signal and acting on it.

What you’ll walk away with:

• A concrete framework for what to measure instead of MQLs, with real before/after examples

• The real reason signal-based GTM lost to MQLs for ten years, and why that’s changing

• A look at what makes account-level signal operationally cheap enough to run at scale

• Live Q&A with Mark