{"id":5631,"date":"2025-03-26T08:00:00","date_gmt":"2025-03-26T12:00:00","guid":{"rendered":"https:\/\/beomniscient.com\/?p=5631"},"modified":"2025-03-26T10:35:01","modified_gmt":"2025-03-26T14:35:01","slug":"alice-wyatt-forbes-council","status":"publish","type":"post","link":"https:\/\/beomniscient.com\/blog\/alice-wyatt-forbes-council\/","title":{"rendered":"Person-Based Marketing, MQLs, Ice Baths, and GTM Alignment with Alice Wyatt"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\" id=\"h-listen-to-the-podcast\">Listen to the Podcast<\/h2>\n\n\n\n<iframe height=\"200px\" width=\"100%\" frameborder=\"no\" src=\"https:\/\/player.simplecast.com\/b823a957-da91-43a3-95da-89f8a9a74469?dark=true\"><\/iframe>\n\n\n\n<p>In this episode of <em>The Long Game<\/em> Podcast, Alex Birkett interviews Alice Wyatt, a B2B fintech marketing leader with experience at Codat, Bloomreach, and Adyen. Alice shares how her personal journey of building community and maintaining sanity in a fast-paced city like New York connects with her marketing philosophy: agile, people-first, and impact-driven. The conversation explores person-based marketing (PBM), the limits of MQLs, aligning sales and marketing teams, and embracing adaptability in an AI-disrupted world. Alice also reflects on how her approach to building community mirrors how great marketing is done: with empathy, boldness, and a willingness to challenge the status quo.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Key Takeaways<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>From ABM to PBM:<\/strong> Moving beyond account-based strategies to person-based marketing creates deeper personalization and stronger alignment with buying behavior.<\/li>\n\n\n\n<li><strong>MQLs Are Outdated:<\/strong> Relying on MQLs limits alignment; marketing and sales need shared, outcome-driven goals instead.<\/li>\n\n\n\n<li><strong>Adaptability Over Tactics:<\/strong> Successful marketers focus on business outcomes and adapt tactics as priorities shift\u2014agility trumps specialization.<\/li>\n\n\n\n<li><strong>AI Is Redefining Roles:<\/strong> AI is reshaping marketing roles, requiring teams to adopt tools while maintaining strategic thinking and creativity.<\/li>\n\n\n\n<li><strong>Community as a Superpower:<\/strong> Whether in marketing or life, building and contributing to genuine communities creates long-term value.<\/li>\n\n\n\n<li><strong>Hire for Resilience and Curiosity:<\/strong> Non-traditional backgrounds (e.g., comedy, hospitality) often produce standout BDRs with adaptability and EQ.<\/li>\n\n\n\n<li><strong>Thought Leadership \u2260 Press Releases:<\/strong> Modern thought leadership means leading with perspective, not parroting trends or relying on legacy PR tactics.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Show Links<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Visit Alice&#8217;s <a href=\"https:\/\/councils.forbes.com\/profile\/Alice-Wyatt-VP-Marketing-Codat\/3faeb2fc-28f1-4e27-8338-604dd9cb2c21\">Forbes Council for Marketing Experts<\/a><\/li>\n\n\n\n<li>Connect with Alice Wyatt on <a href=\"https:\/\/www.linkedin.com\/in\/alice-wyatt-nyc\/\">LinkedIn<\/a><\/li>\n\n\n\n<li>Connect with Alex Birkett on <a href=\"https:\/\/www.linkedin.com\/in\/iamalexbirkett\">LinkedIn<\/a> and <a href=\"https:\/\/twitter.com\/iamalexbirkett?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor\">Twitter<\/a><\/li>\n\n\n\n<li>Connect with Omniscient Digital on <a href=\"https:\/\/www.linkedin.com\/company\/omniscient-digital?trk=public_profile_topcard-current-company\">LinkedIn<\/a> or <a href=\"https:\/\/twitter.com\/beomniscient_\">Twitter<\/a><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Time Stamps<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>[00:00]<\/strong> Intro to Alice Wyatt, meditation, cold plunges &amp; NYC life<\/li>\n\n\n\n<li><strong>[08:45]<\/strong> Building personal and professional community in a new city<\/li>\n\n\n\n<li><strong>[15:30]<\/strong> Creating networking groups and meetups with impact<\/li>\n\n\n\n<li><strong>[22:20]<\/strong> Reframing marketing: Stop asking \u201cwhat\u2019s your tactic?\u201d<\/li>\n\n\n\n<li><strong>[30:10]<\/strong> From ABM to PBM: Aligning with actual buying behavior<\/li>\n\n\n\n<li><strong>[36:40]<\/strong> Why MQLs are misleading and how to measure real value<\/li>\n\n\n\n<li><strong>[42:25]<\/strong> Resetting roles quarterly: agile team models in marketing<\/li>\n\n\n\n<li><strong>[50:00]<\/strong> AI\u2019s impact on marketing roles and team dynamics<\/li>\n\n\n\n<li><strong>[56:15]<\/strong> Hiring for adaptability, risk-taking, and lateral thinking<\/li>\n\n\n\n<li><strong>[01:03:00]<\/strong> Comedy, rejection, and creative resilience in BDR hiring<\/li>\n\n\n\n<li><strong>[01:09:20]<\/strong> Thought leadership, media saturation, and true influence<\/li>\n<\/ul>\n\n\n\n<div style=\"width:100%;padding:50px 50px; border:0; background-color:#E5EADE; border-radius:5px; margin:10px 0 30px 0;\">\n<h2 style=\"text-align:center;\">Get the Field Notes<\/h2>\n<p style=\"text-align:center;\">Weekly learnings from working on B2B content &#038; SEO for dozens of companies.<\/p>\n<div style=\"width:500px; max-width:100%; margin:auto;\">\n<!--[if lte IE 8]>\n<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/v2-legacy.js\"><\/script>\n<![endif]-->\n<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/v2.js\"><\/script>\n<script>\n  hbspt.forms.create({\n\tregion: \"na1\",\n\tportalId: \"534705\",\n\tformId: \"df425270-4417-4cb4-8d5c-3cb1236ed46c\"\n});\n<\/script>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Listen to the Podcast In this episode of The Long&#8230;<\/p>\n","protected":false},"author":3,"featured_media":5632,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[44,25],"tags":[],"wf_post_folders":[],"class_list":{"0":"post-5631","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-the-long-game","8":"category-seo"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Person-Based Marketing, MQLs, Ice Baths, and GTM Alignment with Alice Wyatt - Omniscient Digital<\/title>\n<meta name=\"description\" content=\"Alice Wyatt shares her journey in B2B fintech marketing, discussing community, adaptability, ABM to PBM strategy, and redefining success in a post-AI world.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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