---
title: "Person-Based Marketing, MQLs, Ice Baths, and GTM Alignment with Alice Wyatt"
id: "5631"
type: "post"
slug: "alice-wyatt-forbes-council"
published_at: "2025-03-26T12:00:00+00:00"
modified_at: "2025-03-26T14:35:01+00:00"
url: "https://beomniscient.com/blog/alice-wyatt-forbes-council/"
markdown_url: "https://beomniscient.com/blog/alice-wyatt-forbes-council.md"
excerpt: "Listen to the Podcast In this episode of The Long..."
taxonomy_category:
  - "Podcast"
  - "SEO"
---

## 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- **MQLs Are Outdated:** Relying on MQLs limits alignment; marketing and sales need shared, outcome-driven goals instead.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](https://councils.forbes.com/profile/Alice-Wyatt-VP-Marketing-Codat/3faeb2fc-28f1-4e27-8338-604dd9cb2c21)
- Connect with Alice Wyatt on [LinkedIn](https://www.linkedin.com/in/alice-wyatt-nyc/)
- Connect with Alex Birkett on [LinkedIn](https://www.linkedin.com/in/iamalexbirkett) and [Twitter](https://twitter.com/iamalexbirkett?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor)
- Connect with Omniscient Digital on [LinkedIn](https://www.linkedin.com/company/omniscient-digital?trk=public_profile_topcard-current-company) or [Twitter](https://twitter.com/beomniscient_)

## **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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