The EQL: Solving the riddle of great B2B creativity

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MQLs. SQLs. SALs. B2B marketers are well versed in leads of all flavors and colors. In this session, let’s journey in search of the EQL – the emotionally qualified lead. The thesis gaining ground in B2B circles is that emotion can and should play a much larger role in B2B creative and content experiences than it currently does. And that the just-right balance of the emotional and rational value is required to create ‘ideas with value’, which can measurably drive greater effectiveness. This panel does a deep dive into the human-emotional-rational relevance required in today’s world of B2B marketing.

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