Relying on form fills as a primary marketing metric overlooks how most B2B buyers actually behave. Today's buyers complete the bulk of their research anonymously, often avoiding forms altogether. Marketers who depend on these outdated signals miss valuable insights and high-quality leads.

Forms introduce friction, turning away prospects who want quick, barrier-free access to information. Nearly a third abandon the process when faced with forms, sensing that data collection takes priority over solving their problems.

More effective strategies include deploying interactive self-service tools, using intent data to identify anonymous buyer activity, and enabling real-time conversations through chatbots. Shifting to these approaches better aligns with modern buyer behavior and helps build stronger, more qualified pipelines.

She explains how to define what a good guest looks like, why it's smart to start with familiar contacts, and how to branch out using LinkedIn, events, and speaker lineups. With a few clear examples, she shows how personalized outreach makes a bigger impact than cold, generic messages.

The episode wraps with a practical template that helped her book eight guests in a single day. Whether you're launching a show or looking to fill up your calendar, this episode offers a framework you can apply immediately.