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
How B2B Marketers Use Partner-Led Growth for Enterprise Deals
Episode 93 of B2B Marketing with Fexingo explores partner-led growth — a model where B2B companies leverage channel partners not just for distribution but for co-selling, co-marketing, and co-innovation to win enterprise accounts. Lucas and Luna break down the case of Okta, which built a $1.5 billion channel ecosystem by incentivizing system integrators like Accenture and Deloitte to embed Okta's
How B2B Marketers Use Deal Registration to Protect Channel Revenue
Episode 92 of B2B Marketing with Fexingo dives into deal registration — the often-overlooked channel conflict tool that stops partners from stepping on each other's toes. Lucas and Luna unpack how Salesforce partner ecosystem managers use deal reg to assign credit, prevent double-booking, and keep partner loyalty intact. They walk through a real case: a mid-market ERP reseller that cut sales-cycle
How B2B Marketers Use Community-Led Growth to Close Enterprise Deals
Episode 91 of B2B Marketing with Fexingo dives into community-led growth for enterprise sales. Lucas and Luna explore how companies like Salesforce and HubSpot use customer communities—with specific numbers: 2.5x higher retention for engaged members, 30% shorter sales cycles for referrals. They break down the difference between user groups and true advocacy networks, share how one SaaS company bui
How B2B Marketers Use First-Party Data After Cookie Deprecation
Episode 90 of B2B Marketing with Fexingo tackles the biggest shift in digital advertising: the death of third-party cookies. Lucas and Luna break down how enterprise marketers are rebuilding their demand gen strategies using first-party data from their own platforms — website behavior, CRM signals, product usage, and even offline sales data. They walk through a specific case: how security software
How B2B Marketers Use Channel Partner Incentives to Drive Enterprise Revenue
In this episode of B2B Marketing with Fexingo, Lucas and Luna explore how channel partner incentives, specifically tiered rebate structures and MDF (market development funds), can drive enterprise revenue. They break down a real case from a mid-market SaaS company that used a 10% rebate bump for top-tier partners to close a $2 million deal with a Fortune 500 manufacturer. The discussion covers why
How B2B Marketers Use Customer Marketing for Expansion
Episode 88 of B2B Marketing with Fexingo explores how B2B marketers use customer marketing to drive expansion revenue in enterprise accounts. Lucas and Luna break down the difference between customer success and customer marketing, using the example of a SaaS company that reduced churn and grew net revenue retention by activating customers through case studies, advocacy programs, and upsell trigge
How B2B Marketers Use Sales Playbooks to Accelerate Enterprise Deals
Episode 87 of B2B Marketing with Fexingo: Lucas and Luna dive into the unsung hero of enterprise sales acceleration — the sales playbook. They break down how HubSpot standardized its enterprise playbook to slash ramp time for new reps from six months to eight weeks, and why playbooks built by marketing and sales together outperform those written in isolation. The hosts walk through the anatomy of
How B2B Marketers Use Customer Advisory Boards to Close Enterprise Deals
In this episode, Lucas and Luna explore how B2B marketers leverage customer advisory boards (CABs) to accelerate enterprise deal cycles and deepen account relationships. They break down the specific structure of a high-impact CAB—featuring a case study of a cybersecurity company that used its board to shorten its average sales cycle by 40 percent and increase deal size by 25 percent. The hosts dis
How B2B Marketers Use Predictive Lead Scoring for Enterprise Sales
In this episode of B2B Marketing with Fexingo, Lucas and Luna dive into predictive lead scoring and its impact on enterprise sales cycles. Using a case study from a mid-market SaaS company called CloudBridge Analytics, they explore how machine learning models score leads based on firmographic, behavioral, and intent data. Lucas explains the difference between traditional rule-based scoring and pre
How B2B Marketers Use Freemium to Unlock Enterprise Deals
Episode 84 of B2B Marketing with Fexingo. Lucas and Luna dive into the freemium-to-enterprise playbook, using Calendly as a case study. Calendly's free tier captured 10 million users before the company ever hired a salesperson. The hosts unpack how the self-serve funnel feeds high-value account executives, why the best freemium products solve a single painful job-to-be-done, and the conversion met
How B2B Marketers Use AI to Personalize at Scale for Enterprise
In this episode, Lucas and Luna explore how B2B marketers are deploying AI-powered personalization engines to tailor content, email, and web experiences for hundreds of enterprise accounts without manual effort. They discuss a case study: a cybersecurity company that used a large language model to dynamically generate account-specific landing pages based on intent signals from third-party data. Th
How AI Is Reshaping B2B Content Syndication
In episode 82 of B2B Marketing with Fexingo, Lucas and Luna dive into the evolving world of content syndication for enterprise demand gen. They explore how AI-powered platforms like Demandbase are moving beyond traditional PDF gating to deliver predictive asset matching, intent-driven distribution, and real-time engagement scoring. The hosts break down a case study from a $500 million cybersecurit
How B2B Marketers Use Dark Social to Track Enterprise Buying Committees
In this episode of B2B Marketing with Fexingo, Lucas and Luna unpack the hidden channel of dark social — private sharing via WhatsApp, Slack, email, and Teams that drives over 80 percent of B2B content distribution but remains invisible to most analytics tools. Lucas explains why enterprise buying committees increasingly share vendor content in private channels to avoid vendor pressure, and how ma
How B2B Marketers Use Buyer Intent Signals to Trigger Sales Outreach
In this episode, Lucas and Luna explore how B2B marketers at companies like Seismic and Drift use buyer intent signals—from content consumption to pricing page visits—to trigger real-time sales outreach. They break down the concept of 'signal-based selling' and how it differs from traditional lead scoring, using concrete examples like a prospect downloading a white paper and then visiting the pric
How B2B Marketers Use Intent Data to Prioritize Enterprise Accounts
In this episode, Lucas and Luna dive into the practical use of intent data for B2B demand generation. They explore how companies like 6sense and Bombora provide signals that indicate when prospects are researching specific topics, and how marketers at firms like Snowflake and ZoomInfo use that data to prioritize accounts, personalize outreach, and shorten sales cycles. With concrete examples and a
How B2B Marketers Use White Space Analysis for Account Expansion
In this episode of B2B Marketing with Fexingo, Lucas and Luna dive into white space analysis — a systematic approach to identifying upsell and cross-sell opportunities within existing enterprise accounts. They break down a real example from a cybersecurity SaaS company that increased contract value by 34% by mapping product adoption gaps across a Fortune 500 client's departments. Lucas explains ho
How B2B Marketers Use Pricing Packaging to Unlock Enterprise Deals
Episode 77 of B2B Marketing with Fexingo dives into the art and science of pricing packaging for enterprise sales. Lucas and Luna unpack how companies like HubSpot and Salesforce use tiered feature bundles, value-based pricing, and decoy effects to drive adoption and revenue. They break down the 'good-better-best' model, how to avoid feature bloat, and why a price increase can actually improve con
How B2B Marketers Use Gong for Deal Coaching
Lucas and Luna dive into how B2B marketing teams use conversation intelligence platforms like Gong to coach sales reps on deal strategy. Using the example of a 150-rep enterprise software rollout, they walk through how call recording, keyword spotting, and sentiment analysis help identify what works in discovery calls, objection handling, and competitive positioning. Luna pushes back on whether th
How B2B Marketers Use Win-Loss Analysis to Close More Deals
Episode 75 of B2B Marketing with Fexingo dives into win-loss analysis — the systematic practice of interviewing buyers who chose you or a competitor to uncover why deals close or slip. Lucas and Luna break down a case study from Gong, which analyzed 1.2 million sales calls and found that winning deals feature 45% more 'customer language' — words like 'your team' and 'your timeline' — while losing
How B2B Marketers Use Sales-Network Data to Map Enterprise Decision-Makers
Episode 74 of B2B Marketing with Fexingo: Lucas and Luna explore how B2B marketers can leverage sales-network data — the relationship map hidden inside CRM and email systems — to identify and influence all stakeholders in an enterprise buying committee. They break down a real case: a mid-market cybersecurity firm used network analysis on its own closed-won deals to discover that the VP of Engineer
How B2B Marketers Use Net Revenue Retention to Measure Growth
Lucas and Luna dive into Net Revenue Retention (NRR) — the subscription metric that separates healthy B2B companies from churn-heavy ones. Lucas explains why NRR above 120 percent signals strong expansion revenue, using examples like a SaaS firm that grew NRR from 95 percent to 130 percent by tightening customer health scoring and launching a usage-based upsell motion. Luna pushes back on the comm
How B2B Marketers Use AI-Powered Recommendation Engines for Upsells
Episode 72 explores how B2B marketers leverage AI recommendation engines to drive upsells and cross-sells in enterprise accounts. Lucas and Luna break down the mechanics behind collaborative filtering and content-based filtering, using real examples from Amazon Web Services and Adobe. They discuss how to integrate these engines with CRM data, the importance of unstructured data like support ticket
How B2B Marketers Use Partner-Led Demand Gen for Enterprise Pipeline
In episode 71, Lucas and Luna explore how B2B marketers can leverage channel partners to generate enterprise demand, using a concrete case: a cybersecurity SaaS company that built a partner co-selling program and saw deal velocity increase by 40 percent. They break down the mechanics of partner-led demand gen—co-branded events, joint content, and incentive alignment—and explain why traditional par
How B2B Marketers Use Community-Led Growth for Enterprise Pipeline
In this episode of B2B Marketing with Fexingo, Lucas and Luna explore how community-led growth is reshaping enterprise demand generation. They break down how companies like Databricks and Airtable use developer communities, Slack groups, and user forums to generate high-intent pipeline without cold outreach. The hosts discuss why top-of-funnel community engagement can shorten enterprise sales cycl
How B2B Marketers Use Account Tiering to Maximize ABM ROI
In episode 69 of B2B Marketing with Fexingo, Lucas and Luna dive into how enterprise marketers use account tiering to focus resources on high-value accounts. They unpack the tiering framework—Tier 1 for strategic ABM, Tier 2 for light-touch programs, Tier 3 for automated nurture—and discuss how companies like Salesforce and HubSpot apply it. The hosts share concrete data: companies that tier their
How B2B Marketers Use Deal Registration to Protect Channel Revenue
Lucas and Luna focus on deal registration — how B2B marketers in the channel ecosystem leverage it to prevent partner conflict, forecast accurately, and defend margins. They walk through a concrete example: a cybersecurity vendor that uses automated deal reg to reduce channel conflict by 40% and shorten deal cycles by 18 days. The hosts discuss rules of engagement, implementation pitfalls, and why
How B2B Marketers Use Zero-Party Data for Personalization
Lucas and Luna explore how B2B marketers are leveraging zero-party data—information customers intentionally share—to personalize enterprise campaigns without relying on third-party cookies. They break down a real case: how a cybersecurity SaaS company used a preference center to collect intent signals from 2,000 decision-makers, resulting in a 34% lift in demo requests and a 20% shorter sales cycl
How B2B Marketers Use First-Party Data Without Third-Party Cookies
Episode 66 of B2B Marketing with Fexingo dives into the shift away from third-party cookies and how enterprise marketers are building durable first-party data strategies. Lucas and Luna break down the real-world case of Snowflake's data clean room partnerships with LiveRamp and how B2B teams are using zero-party data from interactive content to fuel ABM. They also discuss the rise of cohort-based
How B2B Marketers Use Customer Success Stories as Sales Enablement
In this episode, Lucas and Luna explore how B2B marketers turn customer success stories into high-impact sales enablement assets. They break down the difference between generic case studies and battle-tested story banks that sales reps actually use. Lucas shares a specific example from a cybersecurity company that reduced its sales cycle by 22 days after implementing a tiered story library aligned
How B2B Marketers Use Review Sites to Win Enterprise Deals
Lucas and Luna dive into how B2B marketers can turn third-party review sites like G2 and TrustRadius into competitive weapons for enterprise sales. They unpack a case study: a cybersecurity company that used review content to shorten a 10-month deal cycle to 6 months by placing verified customer quotes directly into their sales deck. The episode covers how to seed reviews from your best customers,
How B2B Marketers Use Salesforce to Predict Churn Before It Happens
Lucas and Luna dive into predictive churn scoring using Salesforce data. They break down how a mid-market SaaS company called CloudSync used historical usage patterns, support ticket sentiment, and contract renewal timing to build a simple but effective churn model within Salesforce's native CRM analytics. The hosts walk through the three key data sources, the threshold they set, and the 22% reduc
How B2B Marketers Use Revenue Orchestration Platforms
In this episode of B2B Marketing with Fexingo, Lucas and Luna dive into the world of revenue orchestration platforms - the software layer that connects marketing automation, CRM, and sales engagement tools to coordinate multi-channel campaigns. They explore a concrete case: how a $500 million enterprise software company used a revenue orchestration platform to align email, ads, and sales calls aro
How B2B Marketers Use Sales Playbooks for Enterprise Deals
Episode 61 of B2B Marketing with Fexingo dives into how enterprise marketers build and deploy sales playbooks for complex, multi-stakeholder deals. Lucas and Luna break down the anatomy of a high-impact playbook using a real case: how cybersecurity firm Darktrace equipped its sales team with a 'competitive displacement' playbook targeting CrowdStrike customers. They cover the three-tier structure
How B2B Marketers Use Dynamic Pricing in Enterprise Deals
Lucas and Luna explore how B2B marketers are using dynamic pricing strategies to close enterprise deals faster and increase deal size. They drill into the case of a SaaS company that implemented usage-based pricing with annual commitments, boosting average contract value by 34 percent year-over-year. The episode covers the role of pricing pages, sales playbooks, and customer data in setting price
How B2B Marketers Use Customer Interviews for Messaging That Converts
B2B marketing messaging often sounds generic because it's written in a conference room, not pulled from live customer conversations. In this episode, Lucas and Luna break down how structured customer interview programs — specifically the "Jobs to Be Done" interview framework — generate the language that actually resonates with enterprise buyers. Lucas walks through a concrete example from a cybers
How B2B Marketers Use Intent Data to Prioritize Accounts
In episode 58 of Fexingo's B2B Marketing show, Lucas and Luna explore how intent data helps enterprise marketers prioritize accounts that are actually in-market. Lucas breaks down the difference between first-party and third-party intent signals, using the example of a cybersecurity vendor that increased its conversion rate by 40 percent after switching from broad ABM lists to intent-scored accoun
How B2B Marketers Use Sales and Marketing SDR Handoff SLAs
In this episode of B2B Marketing with Fexingo, Lucas and Luna tackle a pain point every enterprise marketer knows: the handoff from marketing-qualified lead to sales development rep. They drill into the specific mechanics of Service Level Agreements (SLAs) between marketing and SDR teams — not generic theory, but real-world numbers like the five-minute response window that tripled pipeline for one
How B2B Marketers Use Trigger Events in Real Time
Lucas and Luna dive into the world of trigger-based marketing for B2B sales. They explore how companies like Gong, 6sense, and Demandbase track real-time events—leadership changes, funding rounds, product launches—to surface hot accounts before competitors even notice. Lucas explains why 'trigger' isn't just a buzzword: it's a signal-processing problem, from noisy data to latency. They walk throug
How B2B Marketers Use Dark Funnels to Capture Hidden Pipeline
Episode 55 of B2B Marketing with Fexingo dives into dark funnels—the un-tracked channels where enterprise buyers research before engaging sales. Lucas and Luna dissect a real case: how a cybersecurity SaaS company discovered that 40% of its closed-won deals had originated from employee social shares and Slack communities, channels invisible to their marketing automation. They break down the tools
How B2B Marketers Use Dark Social to Unlock Revenue
In this episode of B2B Marketing with Fexingo, Lucas and Luna tackle one of the most elusive problems in enterprise marketing: dark social — the private channels where deals actually get discussed but marketers can't see them. They break down the real numbers: over 80% of B2B content shares happen via dark social like email, Slack, WhatsApp, and LinkedIn DMs. Lucas explains how Account-Based Marke
How B2B Marketers Use Lead Routing to Accelerate Pipeline
In this episode, Lucas and Luna explore lead routing — the often-overlooked system that determines whether a qualified lead gets a fast sales follow-up or falls through the cracks. They walk through a specific case: a mid-market SaaS company that cut its lead response time from 18 hours to under 5 minutes by implementing round-robin routing with territory-based rules. The episode covers common pit
How B2B Marketers Use Competitive Displacement to Win
In episode 52 of B2B Marketing with Fexingo, Lucas and Luna dive into competitive displacement — the art of dislodging an incumbent vendor in enterprise sales. They break down the three-phase framework from a real Salesforce vs. HubSpot CRM battle, where the seller used the 'Win by Not Losing' playbook: mapping the incumbent's pain points, building a switching coalition, and crafting a comparative
How B2B Marketers Use Customer Advisory Boards to Drive Enterprise Revenue
In this episode of B2B Marketing with Fexingo, Lucas and Luna explore how B2B marketers leverage Customer Advisory Boards (CABs) to deepen relationships with key accounts and generate enterprise revenue. They walk through the case of a mid-market SaaS company that built a CAB with 12 strategic accounts, resulting in a 30% increase in net retention and a 5x acceleration in product-led expansion. Lu
How B2B Marketers Use ABM Orchestration Engines
In the 50th episode of B2B Marketing with Fexingo, Lucas and Luna dive into ABM orchestration engines — the software layer that sequences personalized touches across channels for target accounts. Lucas explains how tools like Demandbase and 6sense trigger a custom email, then a LinkedIn ad, then a sales call based on account engagement scores, using a case study from a cybersecurity vendor that do
How B2B Marketers Use Sales Playbooks to Shorten Cycles
Episode 49 of B2B Marketing with Fexingo dives into the tactical use of sales playbooks to compress long enterprise sales cycles. Lucas and Luna examine a real case: how a mid-market cybersecurity company reduced its average deal cycle from nine months to five by implementing a structured 'deal desk approved' playbook for their top three buyer personas. They break down the six core sections of an
How B2B Marketers Use Video Proposals to Shorten Sales Cycles
Lucas and Luna explore how B2B marketers are replacing static PDF proposals with personalized video walkthroughs—cutting decision times by days. They examine a case from Gong, which saw a 30% increase in proposal-to-close conversion after adding video. The episode covers the three elements that make a video proposal convert: personalization, brevity, and a clear CTA. Luna shares an anecdote about
How B2B Marketers Use Community-Led Growth to Build Pipeline
Lucas and Luna dive into the rising trend of community-led growth for B2B marketing. They explore how companies like Figma and Salesforce have used user communities to drive demand generation and shorten sales cycles. Specific tactics include creating peer-to-peer forums, leveraging user-generated content for lead qualification, and integrating community signals into CRM for sales outreach. The ho
How B2B Marketers Use Deal Desks to Close Complex Sales
Episode 46 of B2B Marketing with Fexingo dives into the deal desk — the cross-functional team that emerges late in complex enterprise sales to approve discounts, bundle pricing, and contract terms. Lucas and Luna break down how marketing and sales operations collaborate with legal, finance, and product to secure strategic wins. Using examples from a $2 million SaaS deal and a $500k hardware-plus-s
How B2B Marketers Use Interactive Content to Qualify Leads
In this episode of B2B Marketing with Fexingo, Lucas and Luna dive into a specific tactic that's gaining traction among enterprise demand gen teams: interactive content as a lead qualification tool. They break down how a cybersecurity software company replaced a traditional gated whitepaper with an interactive 'Security Posture Scorecard' — a 5-minute quiz that scored prospects on their readiness.
How B2B Marketers Use Self-Serve Demos to Generate Pipeline
In this episode of B2B Marketing with Fexingo, Lucas and Luna drill into the strategy behind self-serve interactive demos as a demand-generation engine for enterprise sales. They use the example of a cybersecurity SaaS company that replaced its 30-minute sales-led demo with an interactive product tour and saw a 40% increase in qualified pipeline within a quarter. The hosts break down the three key
How B2B Marketers Use Product-Led Sales to Convert Free Users
Lucas and Luna dive into product-led sales (PLS) — the hybrid go-to-market model that blends product-led growth with traditional sales. They break down how companies like Canva, Calendly, and Snowflake use product usage data to trigger human outreach at the right moment. Lucas explains the 'aha moment' metric and why PLS is becoming the default for B2B SaaS companies targeting mid-market accounts.
How B2B Marketers Use Revenue Waterfall Attribution
Episode 42 of B2B Marketing with Fexingo digs into revenue waterfall attribution—a method that maps every marketing touchpoint from first visit to closed-won deal. Lucas and Luna unpack how one enterprise SaaS company, Cybereason, used a multi-touch linear model to discover that their webinar series was actually the top converting channel, not their search ads. They explain the difference between
How B2B Marketers Use First-Party Data After the Cookie Deprecation
Episode 41 of B2B Marketing with Fexingo tackles the biggest shake-up in enterprise demand gen: the deprecation of third-party cookies in Chrome, which rolled out earlier this year. Lucas and Luna break down how B2B marketers are pivoting to first-party data strategies, using a concrete case from a $200 million cybersecurity firm that rebuilt its entire ABM engine around zero-party intent signals.
How B2B Marketers Use Partner Co-Marketing to Multiply Reach
Episode 40 of B2B Marketing with Fexingo explores partner co-marketing as a demand generation strategy. Lucas and Luna break down how companies like HubSpot and Salesforce have used co-marketing to reach new enterprise accounts with shared content, webinars, and events. They discuss the key components of a successful co-marketing agreement — including audience alignment, shared KPIs, and lead-shar
How B2B Marketers Use Lookalike Audiences for Account Targeting
Lucas and Luna explore how B2B marketers leverage lookalike audiences to find new accounts that resemble their best customers. They break down the data requirements — at least 500 qualified accounts to build a seed set — and walk through a real example from a cybersecurity firm that used LinkedIn Matched Audiences to target 5,000 accounts, resulting in a 30 percent higher meeting rate. The hosts d
How B2B Marketers Use Predictive Lead Scoring to Boost Conversions
Lucas and Luna dive into the mechanics of predictive lead scoring for B2B marketing. They explore how machine learning models rank leads based on historical conversion data, using a case study of a SaaS company that increased demo bookings by 34% after implementing a scoring system. The episode covers model training, data sources like firmographics and behavioral signals, and common pitfalls like
How B2B Marketers Use Intent Data to Prioritize Accounts
Episode 37 of B2B Marketing with Fexingo zeroes in on intent data — the signals that tell you which accounts are actually researching your category. Lucas and Luna break down how Bombora and G2 capture purchase intent from content consumption and product comparison behavior, and how a cybersecurity firm used these signals to prioritize 200 accounts and close a $500,000 deal three months faster tha
How B2B Marketers Use Customer References to Close Enterprise Deals
Enterprise buyers trust peer stories more than any demo. In this episode, Lucas and Luna unpack how B2B marketers systematically source, vet, and deploy customer references to compress sales cycles. They walk through a concrete example: a cybersecurity SaaS company that built a reference program around its top 20 accounts, trained champions to speak at events, and turned case studies into deal-clo
How B2B Marketers Use Account Tiering to Allocate Budget
Episode 35 of B2B Marketing with Fexingo. Lucas and Luna dive into account tiering for enterprise ABM — how to decide which accounts get the full-court press and which get efficient nurture. Lucas walks through a specific case from a SaaS company that cut wasted spend by 30% using a three-tier model based on fit, intent, and engagement. Luna challenges whether tiering can miss dark-horse accounts.
B2B Event Marketing How to Make Booth Leads Actually Convert
Episode 34 of B2B Marketing with Fexingo: Lucas and Luna dig into why most trade show booth conversations disappear into a black hole—and how a structured post-event follow-up system can turn handshake leads into qualified pipeline. They break down a real case from a mid-market SaaS company that used tiered post-event nurture, CRM-triggered personalization, and a five-day SLA to convert 12 percent
How B2B Marketers Use Dark Funnels to Track Hidden Revenue
In Episode 33 of B2B Marketing with Fexingo, Lucas and Luna dive into the concept of 'dark funnels'—the untracked, off-platform channels where enterprise buyers research before engaging sales. Using a real example from a cybersecurity firm that recovered $2.3 million in pipeline by mapping Slack communities, Gartner peer reviews, and dark social shares, the hosts explain how B2B marketers are buil
How B2B Marketers Use Waterfall vs Agile Marketing Methods
Episode 32 of B2B Marketing with Fexingo digs into the debate between waterfall and agile marketing methods. Lucas and Luna explore how a mid-market SaaS company cut time-to-campaign by 40% by shifting from quarterly planning to two-week sprints. They break down what waterfall still does well for regulated industries, where agile shines for rapid testing, and how a hybrid model often works best. S
How B2B Marketers Use Sales Intelligence to Personalize Outreach at Scale
Episode 31 of B2B Marketing with Fexingo. Lucas and Luna dive into how B2B marketers are using sales intelligence tools to personalize outreach at scale. They break down a real case from ZoomInfo's 2025 benchmark report: companies using intent-driven personalization saw a 34 percent lift in reply rates. They discuss the shift from spray-and-pray to informed outreach, the role of firmographic and t
How B2B Marketers Use Zero-Click Content to Generate Demand
In this episode, Lucas and Luna explore how B2B marketers are turning to zero-click content — posts that deliver value directly in the feed without requiring a link click — to generate demand in an era of declining organic reach. They dissect a specific campaign from Gong, which used a single LinkedIn carousel of sales call statistics to generate over 50,000 impressions and 1,200 inbound leads wit
How B2B Marketers Use Customer Advisory Boards to Retain Enterprise Accounts
In episode 29 of B2B Marketing with Fexingo, Lucas and Luna dive into the strategic value of Customer Advisory Boards (CABs) for enterprise retention and expansion. Using the example of a major enterprise software company that reduced churn by 18% after implementing a structured CAB program, they discuss how to recruit the right members, what to discuss in quarterly meetings, and how to convert CA
How B2B Marketers Use Pricing Page A-B Tests to Boost Demo Requests
Every B2B marketer obsesses over content, intent data, and ABM tiers. But what if the single highest-leverage page on your website is the pricing page? In this episode, Lucas and Luna dig into a specific case: a $500 million enterprise SaaS company that ran a structured A/B test on its pricing page, swapping a 'Contact Sales' primary button for a 'See Plans & Pricing' button with a secondary 'Talk
How B2B Marketers Use Dark Social to Find Hidden Demand
Most B2B buying journeys start in invisible channels — messaging apps, private Slack groups, email forwards — where no click tracking exists. In this episode, Lucas and Luna unpack why dark social accounts for 84 percent of B2B content sharing according to RadiumOne, and how enterprise marketers at firms like Gong and Snowflake are adapting attribution models to capture signals from these black ho
How B2B Marketers Use Community-Led Growth to Generate Demand
In this episode of B2B Marketing with Fexingo, Lucas and Luna explore how community-led growth (CLG) is reshaping enterprise demand generation. They dive into a case study of a cybersecurity company that built a Slack community of 12,000 security engineers, driving a 40 percent increase in inbound pipeline within six months. Lucas explains why traditional top-of-funnel tactics like gated whitepape
How B2B Marketers Build Thought Leadership That Generates Demand
In episode 25 of B2B Marketing with Fexingo, Lucas and Luna dive into the mechanics of using thought leadership for demand generation in enterprise B2B. They unpack how a cybersecurity startup used a single white paper on zero-trust architecture to attract 12 tier-1 account conversations and close a $2.1 million deal. Lucas explains the 'trust cascade'—how an executive's bylined article in a trade
How B2B Marketers Use Gated Content to Qualify Leads
In this episode, Lucas and Luna dive into the strategy behind gated content in B2B marketing. They discuss when to gate, when to ungated, and how to use progressive profiling to qualify leads without killing conversion. Using examples from HubSpot and Salesforce, they explore the tension between lead volume and lead quality, and share tactical tips for optimizing form fields and follow-up sequence
How B2B Marketing Salaries Stack Up in 2026
Lucas and Luna break down the latest B2B marketing compensation data from the 2026 Marketing Salary Survey by the B2B Marketing Association. They discuss how roles like demand gen manager and ABM director have seen base salary increases of 12-15% year-over-year, while specialist roles have lagged. The hosts explore why companies are paying premiums for marketers who can prove pipeline influence, a
How B2B Referral Programs Cut CAC by 40 Percent
Episode 22 of B2B Marketing with Fexingo digs into the underused power of customer referral programs for enterprise sales. Lucas and Luna examine how a cybersecurity brand called Arctic Security cut its customer acquisition cost by 40 percent within six months of launching a structured referral incentive. They walk through the specific mechanics: why cash rewards work better than discounts for lon
How B2B Marketers Use Multi-Touch Attribution to Prove Pipeline Impact
Lucas and Luna tackle one of the most persistent challenges in B2B marketing: proving which touchpoints actually drive revenue. They unpack a Gartner study showing that B2B buying groups average 11 decision-makers, making last-click attribution nearly useless. Lucas shares how one enterprise software company replaced their legacy model with a multi-touch attribution framework that credits marketin
How B2B Marketers Use AI to Personalize at Scale
In this episode, Lucas and Luna dive into how B2B marketers are using generative AI to create personalized account-based experiences at scale—without blowing up the budget. They break down a real case from a mid-market cybersecurity firm that used AI to generate tailored landing pages, email sequences, and sales plays for each of its top 200 accounts. The result: a 35% lift in meeting rates and a
How B2B Sales Teams Use Deal Rooms to Close Faster
In this episode, Lucas and Luna explore the rise of virtual deal rooms in B2B sales — collaborative digital spaces where buyers and sellers interact throughout the buying process. The hosts anchor the discussion around a specific case: how Gong's internal deal room experiment reduced their own sales cycle by 18 percent in 2025. Lucas breaks down why traditional email-and-attachment workflows fail
How Partner-Led ABM Deals Close 2x Faster Than Direct Sales
Episode 18 of B2B Marketing with Fexingo dives into partner-led account-based marketing — a strategy where co-branded campaigns with channel partners cut through enterprise inertia. Lucas and Luna break down a real case from a cybersecurity firm that used joint webinars, co-created content, and shared account tiers to accelerate deals by 2x compared to direct-only outreach. They discuss why partne
How B2B Marketers Use First-Party Data After the Cookie Crumble
Episode 17 of B2B Marketing with Fexingo dives into a practical case study of how a mid-market SaaS company, CloudVector, transformed its account-based marketing after third-party cookies were deprecated. Lucas and Luna break down how CloudVector built a first-party data engine using zero-party surveys, behavioral scoring, and CRM enrichment to replace lost cookie signals. They reveal specific tac
How B2B ABM Nurture Sequences Convert Cold Accounts
Episode 16 of B2B Marketing with Fexingo. Lucas and Luna drill into the specific mechanics of nurture sequences for account-based marketing when the target account has zero prior engagement. They break down a real example: how a mid-market cybersecurity vendor used a 60-day, three-phase nurture sequence — triggered by firmographic fit, not intent — to convert 12 cold tier-2 accounts into qualified
How Intent Data Shortened Our B2B Sales Cycle by 22 Percent
In this episode of B2B Marketing with Fexingo, Lucas and Luna dive into how one enterprise software company used buyer intent data from G2 and TechTarget to prioritize accounts and shorten their sales cycle by 22 percent. They walk through the actual tiering framework, the trigger events that moved accounts from 'nurture' to 'active', and how the sales team changed their outreach cadence. Lucas sh
How Rolling Tier Scoring Transforms ABM Account Selection
Episode 14 of B2B Marketing with Fexingo dives into a tactical shift that's quietly reshaping enterprise account selection: rolling tier scoring. Lucas and Luna break down why static annual account tiers fail when market conditions change quarterly. They walk through a concrete case—how one cybersecurity vendor rebuilt its tier model around rolling 90-day intent, firmographic, and engagement signa
