Person-Based Marketing, MQLs, Ice Baths, and GTM Alignment with Alice Wyatt

Last Updated on March 26, 2025

Listen to the Podcast

In this episode of The Long Game 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.

Key Takeaways

• From ABM to PBM: Moving beyond account-based strategies to person-based marketing creates deeper personalization and stronger alignment with buying behavior.
• MQLs Are Outdated: Relying on MQLs limits alignment; marketing and sales need shared, outcome-driven goals instead.
• Adaptability Over Tactics: Successful marketers focus on business outcomes and adapt tactics as priorities shift—agility trumps specialization.
• AI Is Redefining Roles: AI is reshaping marketing roles, requiring teams to adopt tools while maintaining strategic thinking and creativity.
• Community as a Superpower: Whether in marketing or life, building and contributing to genuine communities creates long-term value.
• Hire for Resilience and Curiosity: Non-traditional backgrounds (e.g., comedy, hospitality) often produce standout BDRs with adaptability and EQ.
• Thought Leadership ≠ Press Releases: Modern thought leadership means leading with perspective, not parroting trends or relying on legacy PR tactics.

Show Links

• Visit Alice’s Forbes Council for Marketing Experts
• Connect with Alice Wyatt on LinkedIn
• Connect with Alex Birkett on LinkedIn and Twitter
• Connect with Omniscient Digital on LinkedIn or Twitter

Time Stamps

• [00:00] Intro to Alice Wyatt, meditation, cold plunges & NYC life
• [08:45] Building personal and professional community in a new city
• [15:30] Creating networking groups and meetups with impact
• [22:20] Reframing marketing: Stop asking “what’s your tactic?”
• [30:10] From ABM to PBM: Aligning with actual buying behavior
• [36:40] Why MQLs are misleading and how to measure real value
• [42:25] Resetting roles quarterly: agile team models in marketing
• [50:00] AI’s impact on marketing roles and team dynamics
• [56:15] Hiring for adaptability, risk-taking, and lateral thinking
• [01:03:00] Comedy, rejection, and creative resilience in BDR hiring
• [01:09:20] Thought leadership, media saturation, and true influence