Social Media for B2B Growth: LinkedIn Strategy for B2B Marketers Has B2B Marketing Lost Its Way? Rethinking MQLs, Attribution and Customer Focus
Feb 25, 2026
Moni Oloyede, a B2B marketing leader with 20+ years who champions marketing fundamentals and customer research. She questions MQL obsession and attribution, argues for niching to spark word-of-mouth, and urges shifting forms to capture real intent. The conversation focuses on returning to customer understanding, why dashboards miss offline influence, and how specific messaging restores marketing’s strategic role.
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Marketing Serves Stakeholders Not Customers
- B2B marketing often serves internal stakeholders and dashboards rather than customers.
- Moni Oloyede explains executives and boards drive metric-focused requests like follower counts that ignore customer value.
Use Forms To Capture Intent Not Redundancy
- Use forms to capture qualitative intent instead of redundant demographic fields.
- Moni recommends asking why someone downloads a white paper (which problem they face) to validate content direction.
Niching Creates Evangelists And Clear Messaging
- Niche down to speak directly to pain and create evangelists.
- Moni uses Apple as an example: a focused archetype becomes passionate evangelists who drive word of mouth.