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

By March 26, 2025No Comments3 min read
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  • MQLs Are Outdated: Relying on MQLs limits alignment; marketing and sales need shared, outcome-driven goals instead.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

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

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Alex Birkett

Alex is a co-founder of Omniscient Digital. He loves experimentation, building things, and adventurous sports (scuba diving, skiing, and jiu jitsu primarily). He lives in Austin, Texas with his dog Biscuit.