From MQLs to MQAs: Jordan Linford on Demand Gen That Drives Real Pipeline

In a market where vanity metrics still dominate, Jordan Linford, Head of Global Demand Generation at Semrush, is challenging the norm. In our latest interview, Jordan shares how he shifted from chasing clicks and impressions to building demand generation strategies rooted in real buyer behavior—and real results.

Jordan’s journey began with a simple but powerful question: “What do we actually know about the deals we’ve closed?” That curiosity sparked a shift from MQLs to MQAs, focusing less on lead volume and more on meaningful engagement signals. The result? Fewer leads, but dramatically higher close rates.

He emphasizes the need for strong sales and marketing alignment, supported by a purposeful tech stack, content that resonates, and a shared source of truth across teams. For ABM, Jordan suggests building “choose your own journey” experiences—tailoring messaging to specific industries, roles, and tiers with vertical-specific insights and measurable goals.

When it comes to technology, Jordan believes in minimizing disruption through thoughtful design and stakeholder involvement. AI plays a critical role—but only as a means to scale authenticity, not replace it. “AI should handle the repetitive work, but storytelling and empathy must remain human,” he says.

On measuring impact, Jordan prioritizes pipeline velocity, influenced pipeline, win rates, and deal size over top-of-funnel volume. For global teams, shared dashboards and clearly defined ICPs ensure everyone is working from the same playbook.

His advice for future marketing leaders? Align early, stay curious, test everything, and build teams with grit and a growth mindset. Because in the end, it’s not just about data—it’s about driving real, scalable impact. Read Now!

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