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

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• MQLs Are Outdated: Relying on MQLs limits alignment; marketing and sales need shared, outcome-driven goals instead.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