B2B Marketing with Fexingo: Enterprise Demand Gen, ABM, and Long Sales Cycles
Lucas and Luna cut through the fog of B2B marketing hype to focus on what actually moves enterprise revenue: demand generation for six-figure ACV deals, account-based marketing that aligns sales and marketing, and navigating sales cycles that stretch six to twelve months. Each episode takes one core challenge—building a tier-1 ABM program from scratch, measuring pipeline influence without vanity metrics, structuring a lead-scoring model that sales trusts—and examines it through real company cases. The show is for heads of demand generation, ABM program managers, and B2B marketing leaders who are tired of platitudes and want the math behind the playbook.
Episodes
Why B2B Buyers Trust Peer Networks Over Vendor Claims
Most enterprise buyers ignore vendor claims because they have a better information source. In this episode, we explore how peer networks and independent analyst reviews have overtaken traditional sales collateral in the decision-making process for high-stakes B2B purchases. We look at why Salesforce wins without ads by leveraging user communities rather than broadcast messaging, and what that mean
Why Your ABM Program Is Ignoring The Second Buyer
Enterprise buyers are rarely solo decisions. Most B2B deals involve a primary champion and a secondary evaluator who holds veto power, often in security or legal. We dissect how Salesforce navigates this dual-audience trap by creating parallel content tracks that speak to the technical skeptic without alienating the economic buyer. Using concrete examples from enterprise procurement cycles as of O
How Enterprise Buyers Ignore Your Outreach
Enterprise B2B sales cycles are stalling because marketing teams still chase the first buyer, ignoring the second buyer who holds veto power. In this episode, we dissect why personalized outreach fails when it misses the technical evaluator and procurement officer. We look at how one mid-market SaaS firm doubled their close rate by shifting budget from account-based ads to peer-network validation
The Invisible Budget In B2B Marketing
We dissect the hidden cost of internal friction in enterprise demand generation, using a specific case study from Oracle’s recent shift in marketing operations. Lucas and Luna explore how misaligned sales and marketing incentives create a silent budget drain that erodes pipeline velocity by up to thirty percent. This episode breaks down the mechanics of the second buyer problem, why traditional at
The Hidden Cost of B2B Sales Cycle Drag
Enterprise buyers spend more time in procurement than on product evaluation. This episode examines why the second buyer — the risk and compliance officer — silently extends sales cycles by weeks, draining marketing budgets and frustrating account-based teams. Lucas and Luna break down how vendor risk assessments are reshaping demand generation, using real-world examples from Salesforce and Microso
The Hidden Cost of Vendor Lock-In in B2B Procurement
In this episode of B2B Marketing with Fexingo, Lucas and Luna dissect the financial trap of vendor lock-in for enterprise buyers. Using a hypothetical mid-market software provider facing churn from a legacy CRM migration, they explore how procurement teams use total cost of ownership models to bypass marketing claims. The conversation reveals why technical integration depth, not feature parity, is
Why B2B Buyers Trust Peer Networks Over Vendor Claims
Enterprise buyers are increasingly bypassing traditional vendor marketing in favor of independent peer validation, a shift that is reshaping how demand generation teams build trust. We examine the mechanics of social proof in high-stakes procurement decisions, specifically looking at how software companies leverage customer advocacy programs to influence buying committees. With data showing that o
How Enterprise Buyers Filter Vendor Noise
Enterprise buyers today face an impossible volume of personalized outreach, yet many still ignore it. In this episode, we explore why hyper-personalized ABM campaigns often fail when they target only the first buyer, ignoring the second and third stakeholders who hold veto power. We look at a specific case where a mid-market software provider shifted from one-to-one personalization to one-to-few a
How Enterprise Buyers Actually Evaluate Vendor Risk
Enterprise sales cycles are breaking because marketing teams treat security and compliance as a checkbox rather than a strategic narrative. This episode dissects the hidden friction in vendor risk assessments, using a specific case where a mid-market SaaS provider lost a hundred-million-dollar deal by failing to align their SOC 2 reports with buyer procurement anxiety. We explore how to turn techn
Why Your ABM Program Is Failing at the Second Buyer
Most B2B marketers build account-based marketing campaigns around a single persona, usually the champion. But in complex enterprise deals, the second buyer holds the veto power. This episode dissects how ignoring this secondary stakeholder creates pipeline leakage and stalls negotiations. We look at specific data from recent enterprise sales cycles to show why targeting only one decision-maker lea
Why B2B Buyers Ignore Your Personalized Outreach
Enterprise buyers are drowning in hyper-personalized outreach that feels hollow. We examine why tailored emails fail to move the needle and how top performers shift from 'personalization' to 'relevance'. Using a specific case study of a mid-market software vendor who saw response rates drop by forty percent despite using dynamic content tokens, we explore the difference between surface-level custo
How Salesforce Wins Enterprise Buyers Without Ads
Enterprise B2B marketing is often dismissed as too complex for traditional advertising, but Salesforce proves otherwise with its massive brand investment. In this episode, we break down how the CRM giant uses consistent, high-visibility campaigns to dominate mindshare before a sales rep ever makes a call. We examine the specific mechanics of their 'no-ad' strategy that actually relies on ads, the
Why B2B Buyers Ignore Your Personalized Outreach
Enterprise sales teams are spending millions on hyper-personalized outreach that gets deleted before being opened. We break down why the 'second buyer' is actually a committee of skeptics who value peer validation over vendor promises. Using data from recent procurement shifts in October two thousand twenty-six, we explore how to shift from chasing engagement metrics to building internal champion
The Hidden Friction In B2B Buyer Journeys
We dissect why high-intent enterprise deals stall not because of product fit, but due to invisible friction in the buyer’s internal journey. Using a specific case of a mid-market software provider losing a fifteen million dollar deal, we explore how misaligned account-based marketing and sales handoffs create dead zones. This episode offers a concrete framework for mapping second-order stakeholder
The Silent Cost of B2B Sales Cycle Drag
We look at how enterprise marketing teams are losing revenue not because their leads are bad, but because they are misaligning with the second buyer. Most B2B marketers focus all their energy on the champion, ignoring the economic buyer who holds the purse strings. We break down a specific case where a SaaS company increased pipeline velocity by thirty percent simply by creating content for the CF
The Silent Killer of B2B Pipeline Velocity
Enterprise sales cycles are stretching, but the bottleneck isn't always the product. We examine how marketing automation is creating invisible friction for buyers who just want to buy. Using a concrete example of a mid-market software vendor losing deals because their nurture tracks were too aggressive, we break down why 'engagement' metrics are lying to you. Lucas and Luna discuss the shift from
The Hidden Math of B2B Pipeline Velocity
Most enterprise marketing teams treat pipeline as a bucket to be filled, ignoring the friction that slows deals down. We break down the specific mechanics of pipeline velocity using the formula of opportunities times average deal size divided by sales cycle length. By examining how a mid-market software provider reduced their sales cycle by twenty-two percent through better internal alignment, we
The Hidden Cost of Marketing to Buyers Who Aren't Buying Yet
Enterprise buyers rarely decide alone. In this episode, Lucas and Luna break down the 'shadow buyer' problem in B2B marketing, where teams spend millions targeting decision-makers while ignoring the six or seven influencers who actually shape the outcome. We examine a specific case involving a mid-market software provider that lost a $1.2 million deal because their content only spoke to the CFO, n
Why B2B Marketers Ignore the Second Buyer
Enterprise deals fail not because of bad product, but because marketing targets only one person in a buying committee while ignoring the actual budget holder. We break down how to identify and influence the silent second buyer—the finance or ops leader who holds the purse strings—using specific trigger events and tailored content that speaks their language. This episode explores why your current A
Why B2B Marketing Fails at the Handoff
We explore why enterprise marketing campaigns often collapse not because of poor lead generation, but due to a broken handoff between marketing and sales. Using the specific case of how a mid-market software company lost forty percent of its pipeline in the transition phase, we break down the operational friction that kills deals. We look at account hygiene, the role of the second buyer, and why z
The Silent Drain of B2B Marketing Attribution
Most enterprise B2B marketers are flying blind because they attribute revenue to the last click instead of the entire journey. This episode breaks down why linear attribution fails when sales cycles stretch past six months, using a specific case from a mid-market SaaS company that lost forty percent of its pipeline visibility. Lucas and Luna explore how to build a multi-touch model that actually r
How B2B Marketers Win With Zero-Click Content
Enterprise sales cycles are dragging, and traditional engagement metrics are lying to you. In this episode, Lucas and Luna dissect why the most effective B2B marketers are abandoning click-through rates in favor of zero-click content strategies. We explore how leading technology firms are distributing deep insights directly within LinkedIn feeds and email inboxes to build trust before a single lin
Why B2B Marketers Fail At Internal Enablement
Most enterprise deals stall not because of bad product, but because the sales team ignores marketing’s best work. This episode examines why internal enablement is the silent killer of pipeline and how to fix it using a specific case study from a mid-market SaaS company that doubled their win rates by changing one simple workflow.
#FexingoBusiness #BusinessPodcast #B2BMarketing #InternalEnablement
Why B2B Marketers Ignore the Second Buyer
Most enterprise sales cycles stall not because of product fit, but because marketers focus exclusively on the economic buyer while ignoring the champion who actually runs the workflow. We break down the 'Champion Gap' using a specific case where a software vendor doubled their close rate by shifting content strategy from boardroom slides to operational playbooks. Lucas and Luna explore how to iden
Why B2B Marketers Must Stop Chasing Engagement Metrics
In this episode of B2B Marketing with Fexingo, Lucas and Luna dissect the dangerous disconnect between vanity metrics and actual revenue in enterprise sales. They examine why high engagement rates on social platforms often mask low-quality leads that never reach a demo stage. The conversation centers on a specific case study from a mid-market software provider who shifted focus from likes and comm
How Enterprise Marketers Win With Zero-Click Content
Most B2B marketers are obsessed with capturing every lead, but enterprise deals rarely start with a form fill. In this episode, we explore how top-performing teams are shifting to zero-click content strategies that keep buyers on their own sites or in email. We look at why reducing friction can actually increase deal velocity in complex sales cycles, and how Lucas and Luna break down the mechanics
The Silent Cost of B2B Sales Cycle Drag
Most B2B marketers blame content or lead quality when deals stall, but the real bottleneck is often process friction inside the sales cycle itself. In this episode, we dissect how enterprise software companies lose millions not to competitors, but to their own internal delays. We look at a specific case where mapping decision-making authority reduced sales cycle length by twenty-two percent and li
The Silent Killer of B2B Pipeline
Most enterprise sales teams blame lead quality for stalled pipelines, but the real bottleneck is often internal misalignment between marketing and sales. We break down why account-based marketing fails when handoffs are treated as data dumps instead of strategic briefings. Using a concrete example from a mid-market software provider that cut their sales cycle by forty percent, we explore how to st
Why B2B Marketers Fail At Account Hygiene
Most enterprise marketing stacks are leaking revenue because of stale data, not bad creative. In this episode, Lucas and Luna dissect the hidden crisis of account hygiene in Account-Based Marketing. They explore why a single outdated job title or inactive email domain can destroy your intent signals and skew your attribution models. Drawing on common SaaS growth patterns seen through September 202
How To Build A Revenue Engine That Actually Scales
Most B2B marketing teams treat demand generation as a content factory, pumping out assets without a feedback loop to sales. This episode dissects the hidden cost of that disconnect using a specific case study from a mid-market software company that doubled its pipeline velocity by aligning marketing and sales on account health metrics rather than just lead volume. We explore how shifting from lead
The Hidden Cost of B2B Content Saturation
Most B2B marketers are drowning in their own output, yet enterprise deal velocity is slowing. We examine why publishing more content is no longer a growth lever and how the best teams are shifting from volume to strategic alignment. Using a specific case of a mid-market software provider that cut its blog posts by forty percent but increased pipeline contribution by twenty five percent, we explore
The Hidden Cost of B2B Content Saturation
In September 2026, enterprise marketing teams are drowning in content but starving for signal. This episode explores how leading SaaS companies are shifting from volume-driven demand gen to precision narrative design. We break down a specific case where a mid-market firm reduced their output by sixty percent yet doubled their meeting quality. Lucas and Luna discuss the operational mechanics of kil
How To Build A Revenue Engine That Actually Scales
Enterprise demand generation is broken because teams confuse activity with outcome. We look at the specific operational shift required to move from lead volume to pipeline certainty. The case study centers on how a mid-market software provider restructured its account-based marketing workflow to align sales and marketing incentives around shared revenue targets rather than isolated touchpoints. Lu
Why B2B Marketers Fail at Internal Enablement
Enterprise deals are dying not because of bad messaging, but because sales teams don't know how to use it. In this episode, we dissect the internal enablement gap using a case study from ServiceNow. We explore why top-tier ABM campaigns collapse when the front-line reps aren't trained on the new value props. Lucas and Luna break down the specific friction points between marketing and sales ops, of
How B2B Marketers Fix Broken Account-Based Selling
We dissect why account-based marketing fails when sales and marketing teams speak different languages, using a real-world case where misaligned incentives killed a sixty-million-dollar pipeline. Lucas and Luna break down the operational friction between enterprise demand generation and long sales cycles, showing how to fix the handoff that leaves high-value accounts cold.
#AccountBasedMarketing #
How B2B Marketers Use Trigger Events to Win Deals
Enterprise sales cycles are no longer driven by cold outreach but by specific organizational changes. This episode explores how marketing teams can leverage trigger events — like executive turnover, funding rounds, or product launches — to time their account-based marketing efforts. We examine the mechanics of intent data and the importance of aligning with buying committees during these critical
How B2B Marketers Win with Community-Led Growth
Enterprise deals are getting longer and more complex, but the old playbook of cold outreach and aggressive sales calls is losing its edge. In this episode, Lucas and Luna explore community-led growth as a strategic lever for enterprise demand generation. They break down how companies like Slack and Notion built massive adoption before traditional sales even entered the room. We look at the specifi
Why B2B Marketers Fail at Cross-Selling
Enterprise growth rarely comes from new logos; it comes from expanding existing relationships, yet most marketing teams treat cross-selling like a second-class citizen. We dissect why the gap between sales and marketing collapses when trying to sell complementary products to current accounts. Using concrete examples from software and industrial sectors, we explore how misaligned incentives and poo
How B2B Marketers Use Buying Committees to Win Enterprise Deals
Enterprise deals are no longer won by convincing one champion but by navigating a committee of seven or eight stakeholders. This episode breaks down the modern buying center, exploring how decision-making has shifted from hierarchical approval to consensus-driven purchasing. We examine the specific roles within these committees—from economic buyers to technical evaluators—and why traditional marke
How B2B Marketers Use Reverse Referrals to Win Deals
Most enterprise marketers chase referrals from happy customers, but a growing cohort is weaponizing the one person who knows the truth: the salesperson who just lost the deal. This episode explores reverse referrals — where winning vendors ask losing competitors for warm intros to prospects who already know their pain. We break down why this counterintuitive tactic yields higher conversion rates i
How B2B Marketers Use Economic Buyer Mapping
Enterprise deals stall not because of product fit, but because marketing targets the wrong person. This episode dissects why targeting only the champion fails and how mapping the economic buyer changes deal velocity. We look at specific interview techniques used by top teams to uncover budget constraints before sales even enter the room. The goal is shifting from lead generation to revenue enablem
Why B2B Marketers Must Fix Their First Touch Attribution
Enterprise sales cycles are lengthening, yet most B2B marketing teams still measure success by the last click. Lucas and Luna explore why this attribution gap is costing companies millions in wasted spend. They examine how shifting focus from bottom-of-funnel conversion to first-touch influence can uncover hidden value in early-stage content like whitepapers and webinars. Using a concrete example
How Enterprise Sales Teams Use Social Selling to Close Deals
Enterprise deals are rarely closed by a lone sales rep emailing a cold inbox. In this episode, we examine how top B2B marketing and sales teams leverage social selling to build trust before the first meeting. We look at specific data from LinkedIn showing that personalized video messages increase response rates by up to four hundred percent, and explore how to structure those outreach efforts with
How B2B Marketers Use White Space Analysis to Map Enterprise Account Growth
In episode 176 of B2B Marketing with Fexingo, Lucas and Luna dive into white space analysis — the discipline of mapping what an enterprise account hasn't bought yet and turning that map into a growth plan. They discuss a concrete example: a cybersecurity vendor that used white space mapping to identify a $12 million expansion opportunity across 40 accounts, and how they prioritized it with intent
How B2B Marketers Use Teardown Videos to Win Enterprise Deals
In episode 175 of B2B Marketing with Fexingo, Lucas and Luna explore how teardown videos—detailed, technical breakdowns of a competitor's product—are becoming a secret weapon in enterprise sales. They dissect a real example: a cybersecurity vendor that used a teardown of a rival's AI-powered firewall to expose a critical data-handling flaw, winning a seven-figure deal from a global bank. The hosts
How B2B Marketers Use Intent Data to Prioritize Accounts
In this episode of B2B Marketing with Fexingo, Lucas and Luna explore how B2B marketers use intent data to prioritize enterprise accounts and shorten sales cycles. They break down the difference between first-party and third-party intent signals, using a real example from a cybersecurity vendor that lifted deal close rates by 22 percent after shifting to an intent-based scoring model. The hosts di
How B2B Marketers Use Expansion Revenue to Grow Enterprise Accounts
In this episode of B2B Marketing with Fexingo, Lucas and Luna explore how enterprise marketers can drive expansion revenue after the initial deal closes. They break down the concept of net revenue retention, using a real-world example of a SaaS company that increased NRR from 105 percent to 125 percent in two years. The conversation covers the shift from a land-and-expand mentality to a customer-o
How B2B Marketers Use the Champion to Win Enterprise Deals
In episode 172 of B2B Marketing with Fexingo, Lucas and Luna drill into the single most underrated asset in the enterprise sales cycle: the internal champion. They unpack a real-world scenario from a $40 million software deal, where the champion quietly mapped the economic buyer's hidden priorities while the vendor's team focused on the wrong stakeholder. Lucas walks through the telltale signs of
How B2B Marketers Use Economic Buyer Interviews to Win Enterprise Deals
In this episode of B2B Marketing with Fexingo, Lucas and Luna dig into a tactic that often gets overlooked in enterprise demand gen: interviewing the economic buyer. They walk through a real case from a cybersecurity software company that ran fifteen interviews with CIOs and CISOs before launching their ABM campaign. The result? Their win rate on target accounts jumped from 18 percent to 31 percen
How B2B Marketers Use Pricing Strategy to Win Enterprise Deals
Episode 170 of B2B Marketing with Fexingo: Enterprise Demand Gen, ABM, and Long Sales Cycles. Lucas and Luna dive into pricing strategy as a competitive weapon in enterprise deals. They unpack the 'value-based pricing' approach used by companies like Salesforce and HubSpot, contrasting it with cost-plus and competitor-based pricing. The discussion centers on a 2025 Forrester study showing 78% of e
How B2B Marketers Use Customer Marketing to Retain Enterprise Accounts
In this Fexingo B2B Marketing episode, Lucas and Luna explore how customer marketing can be a strategic lever for retaining and expanding enterprise accounts. They dig into a real case: a cybersecurity firm that cut churn by 18 percent within a year by building a customer advocacy program and a product feedback loop. The conversation covers the differences between customer success and customer mar
How B2B Marketers Use Value Engineering to Justify Enterprise Deals
In this episode of B2B Marketing with Fexingo, Lucas and Luna explore how B2B marketers are using value engineering to build a business case that stands up to procurement scrutiny. They dissect a real-world example: a cybersecurity platform selling to a financial services firm, where the marketer quantified risk reduction and productivity gains to justify a $2 million annual contract. The hosts br
How B2B Marketers Use Competitive Intelligence to Win Enterprise Deals
In this episode, Lucas and Luna explore how B2B marketers use competitive intelligence to win enterprise deals. They break down the difference between competitor tracking and true competitive intelligence, using examples like Salesforce vs. Microsoft Dynamics. They discuss how to build a competitive intel function, common pitfalls like analysis paralysis, and how to turn intel into sales plays. Th
How B2B Marketers Use Product Led Sales to Win Enterprise Deals
In episode 166 of B2B Marketing with Fexingo, Lucas and Luna explore how product-led sales is reshaping enterprise demand generation and long sales cycles. They dissect the rise of the product-qualified lead (PQL) and the 'aha moment' metric, using Slack's enterprise expansion as a durable case study. The conversation covers how PLS flips traditional ABM on its head—instead of marketing to an acco
How B2B Marketers Use Customer Obsession to Win Enterprise Deals
In this episode of B2B Marketing with Fexingo, Lucas and Luna dig into a counterintuitive strategy for winning enterprise deals: customer obsession. They explore how a Customer Success-led 'voice of customer' program at a mid-size SaaS company became the key to landing a seven-figure contract with a global retailer. Lucas argues that the most persuasive marketing asset isn't a case study or a sale
How B2B Marketers Use Sales Intelligence to Win Enterprise Deals
In this episode of B2B Marketing with Fexingo, Lucas and Luna explore how sales intelligence platforms are reshaping enterprise demand generation. They dive into a specific case: a cybersecurity company that used firmographic and technographic data to uncover a $2 million opportunity hiding in a dormant account. The conversation covers how to layer intent data with technographics to spot expansion
How B2B Marketers Use Account Based Marketing to Shorten Enterprise Sales Cycles
In episode 163 of B2B Marketing with Fexingo, Lucas and Luna dive into how account-based marketing (ABM) can compress the notoriously long enterprise sales cycle. Using the example of a fictional cybersecurity firm that cut its average deal cycle from 14 months to 9 by shifting to a tiered ABM strategy, they explore the role of personalized content, sales-marketing alignment, and the pitfalls of o
How B2B Marketers Use Dark Funnels to Win Enterprise Deals
In this episode of B2B Marketing with Fexingo, Lucas and Luna explore the concept of dark funnels—the hidden, private channels where enterprise buying decisions actually happen. They break down how B2B marketers can identify and influence these invisible pathways, using examples like Slack communities, private LinkedIn groups, and executive WhatsApp chats. Discover why traditional attribution miss
How B2B Marketers Use POV Documents to Win Enterprise Deals
In this episode, Lucas and Luna explore how point-of-view (POV) documents—concise, thesis-driven briefs—help B2B marketers influence enterprise deals before the RFP even drops. They break down the anatomy of an effective POV, using a real example from a cybersecurity vendor that closed a seven-figure contract with a Fortune 500 bank. They discuss when to deploy POVs, how to make them credible with
How B2B Marketers Use Win/Loss Analysis to Refine Enterprise Strategy
In episode 160 of B2B Marketing with Fexingo, Lucas and Luna dissect the discipline of win/loss analysis in enterprise B2B marketing. They explore why so many companies treat it as a post-mortem rather than a strategic asset, and how leading marketers turn deal outcomes into actionable insights. The conversation centers on a 2025 benchmark showing that only 21% of B2B organizations have a formaliz
How B2B Marketers Use Marketing Qualified Accounts
In Episode 159 of B2B Marketing with Fexingo, Lucas and Luna explore how B2B marketers are shifting from leads to marketing qualified accounts, or MQAs. They break down the difference between MQA and MQL, why account-based marketing teams are adopting this metric, and how one enterprise software company doubled its sales acceptance rate by focusing on account-level signals. The conversation covers
How B2B Marketers Use Customer Advisory Boards
In episode 158, Lucas and Luna dig into the customer advisory board as a heavyweight move for enterprise B2B marketers. They walk through a specific case: a mid-market cybersecurity vendor whose CAB meetings surfaced a pricing objection that would have killed a seven-figure expansion deal. They talk about who to invite, how to structure the agenda so customers actually open up, and how to turn CAB
How B2B Marketers Use Revenue Waterfalls to Diagnose Enterprise Pipeline
Episode 157 of B2B Marketing with Fexingo digs into the revenue waterfall — the diagnostic framework that shows exactly where enterprise pipeline leaks. Lucas and Luna walk through a concrete example: a fictional software company losing 40 percent of opportunities between demo and proposal. They explain why stage-level conversion rates matter more than top-of-funnel volume, how to distinguish a re
How B2B Marketers Use Deal Desks to Win Enterprise Accounts
Episode 156 of B2B Marketing with Fexingo dives into the deal desk—the cross-functional nerve center that decides which enterprise deals get resources and which get killed. Lucas and Luna break down how a modern deal desk operates, using real examples like a $2 million software deal that nearly died because sales and marketing couldn't agree on discounting. They explore the desk's role in scoring
How B2B Marketers Use Sales Plays to Win Enterprise Accounts
In this episode of B2B Marketing with Fexingo, Lucas and Luna dig into the under-appreciated art of sales plays — the strategic sequences that turn a generic sales motion into a tailored, high-stakes enterprise campaign. They use the example of a cybersecurity company that mapped a complex account, identified the economic buyer's cost-to-serve metrics, and built a coordinated play around a complia
How B2B Marketers Use Case Studies in the Enterprise Sales Cycle
In this episode, Lucas and Luna dive into the art of using customer case studies to accelerate enterprise deals. They break down why a single case study can be more persuasive than a stack of datasheets, and walk through the anatomy of a case study that actually moves a deal forward: the specific business problem, the measurable outcome, and the human story behind the numbers. They discuss how to
How B2B Marketers Use Intent Data to Prioritize Enterprise Accounts
On this episode of B2B Marketing with Fexingo, Lucas and Luna dive into the strategic use of third-party intent data for enterprise account prioritization. They explore how intent signals—from research spikes to content consumption—can reveal which accounts are actively evaluating solutions, and how leading B2B marketers integrate these insights with first-party data and predictive scoring. The co
How B2B Marketers Use Micro-Communities to Win Enterprise Deals
In episode 152, Lucas and Luna explore how B2B marketers are building micro-communities—small, private groups of decision-makers—to accelerate enterprise deals. They dive into a real example: a cybersecurity company that created a Slack community for 40 CISO-level prospects and turned it into a deal-closing engine. Lucas breaks down the strategy: how to pick the right community platform, invite th
How B2B Marketers Use Predictive Scoring to Prioritize Enterprise Accounts
In this episode of B2B Marketing with Fexingo, Lucas and Luna dive into how enterprise marketers are moving beyond static lead scoring to predictive account scoring. Using a real-world example from a mid-market SaaS company that cut its sales cycle by 20 percent, they break down the shift from demographic fit to behavioral intent, explain how to blend first-party and third-party data, and discuss
How B2B Marketers Use Account Mapping to Uncover Hidden Enterprise Deals
In this milestone episode 150 of B2B Marketing with Fexingo, hosts Lucas and Luna dive into the underused strategy of account mapping for enterprise sales. They explain how moving beyond the direct economic buyer to map the full decision-making unit—including IT, security, finance, and the often-overlooked line-of-business influencers—can reveal hidden champions and blockers. Using the example of
How B2B Marketers Use Expansion Revenue to Grow Enterprise Accounts
In this episode of B2B Marketing with Fexingo, Lucas and Luna dive into the quiet engine of enterprise growth: expansion revenue. They break down why the best B2B marketers don't just chase new logos but systematically mine the accounts they already have. With a concrete look at how one SaaS company grew 40 percent year-over-year by focusing on product-led expansion, they discuss the role of custo
How B2B Marketers Use Sales Enablement to Win Enterprise Deals
In this episode, Lucas and Luna drill into the specific tactics behind sales enablement in enterprise B2B marketing. They open with a concrete example: how a cybersecurity firm armed its sales team with a five-page 'battle card' that cut demo-to-close time by two weeks. From there they unpack the anatomy of an effective battle card, the role of win-loss data in shaping it, and the importance of ke
How B2B Marketers Use Customer Marketing to Retain and Expand
In this episode, Lucas and Luna explore customer marketing as an often-overlooked growth engine for enterprise B2B. They use the example of a global cloud infrastructure provider that saw a 22 percent uplift in expansion revenue within two quarters of launching a customer advocacy program. The conversation covers how to identify and activate your best customers into case studies, webinars, and ref
How B2B Marketers Use Economic Buyer Interviews
In this episode of B2B Marketing with Fexingo, Lucas and Luna explore how economic buyer interviews can transform enterprise demand generation. They dissect a real case: a cybersecurity firm that interviewed twelve C-level buyers at target accounts and used those insights to rebuild its messaging and ABM tiers, leading to a forty percent increase in qualified pipeline. Lucas explains the differenc
Zero-Party Data Strategy for B2B Enterprise Marketing
In this episode, Lucas and Luna explore how enterprise marketers are shifting from third-party cookies to zero-party data — information buyers voluntarily share. They break down a case study of a cybersecurity vendor that used a maturity assessment to collect opt-in data, resulting in 40% opt-in rates and 30% higher close rates. They discuss how to design value exchanges that build trust in long s
How B2B Marketers Use Content Syndication for Enterprise Leads
In this episode of B2B Marketing with Fexingo, Lucas and Luna dive into content syndication as a lead generation tactic for long enterprise sales cycles. They break down how a cybersecurity startup used syndicated whitepapers to land meetings with Fortune 500 IT directors, generating 200 qualified leads in three months at a cost-per-lead of $150. Lucas explains the mechanics: partnering with publi
Partner Co-Marketing Opens Enterprise Accounts
In this episode of B2B Marketing with Fexingo, Lucas and Luna explore how partner co-marketing helps B2B companies break into large enterprise accounts faster. Using Snowflake’s partnership with Accenture’s industry practices as a case study, they unpack the mechanics of co-branded assets, joint proof-of-concepts, and trust transfer. They discuss why a warm partner introduction can cut enterprise
How B2B Marketers Use Multi-Threading to Win Enterprise Deals
Multi-threading — building relationships with multiple stakeholders inside a target account — is one of the most effective ways to protect enterprise deals from derailment. In this episode, Lucas and Luna break down why relying on a single champion is a recipe for disaster, especially in today's cautious buying environment. They walk through a real example of a cybersecurity firm that mapped seven
How B2B Marketers Use Video Case Studies in Enterprise Deals
In this episode, Lucas and Luna dive into the power of video case studies in enterprise B2B sales. They discuss why 89% of B2B buyers say case studies influence purchase decisions, and how video formats can boost conversion by over 70%. The hosts break down the essential elements of an effective video case study—real customer, specific problem, measurable results—and share tips on getting customer
How B2B Marketers Use Competitive Intelligence to Win Enterprise Deals
Episode 140 explores how B2B marketing teams leverage competitive intelligence to outmaneuver rivals in long enterprise sales cycles. We look at a real example of a SaaS company that used competitor weak points to close a six-month deal, and discuss practical sources for intel — from win-loss data and sales feedback to third-party tools. Plus, how to operationalize intelligence with battle cards,
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