Join Tara Robertson on Demand Gen Chat as she sits down with Jason Bradwell, founder of B2B Better, to delve into the significance of marketing qualified leads (MQLs) in B2B marketing. Jason highlights MQLs' continued importance, especially in enterprise scenarios with extended sales cycles and intricate buying groups. He underscores the need for a precise MQL definition and collaboration with sales on criteria. The conversation also explores the shift towards longer buying cycles and the value of engaging the complete buying committee. Jason's advice encompasses building personal platforms, cultivating email lists, and embracing AI tools for efficient workflows.