In this episode of Do This Not That, Jay chats with Ashley Faus, Head of Lifecycle Marketing at Atlassian, about the importance of capturing intent and using explicit CTAs in B2B marketing. They discuss common misconceptions around intent, how to design content and CTAs that attract high-intent leads, and why relying on marketing-qualified leads (MQLs) can hurt both marketing and sales teams.Key Discussion Points- The difference between inferred intent and explicit, stated intent (02:03)- Titling and promoting content in a way that attracts the right intent levels (03:06)- Why number-based lead targets can result in low-quality leads (05:30)- Being explicit and prominent with sales CTAs instead of hiding them (08:23)- Why "learn more" is a harmful CTA (11:04)- Tips for creating CTAs that drive the desired action (12:04)