B2B Marketing with Fexingo: Enterprise Demand Gen, ABM, and Long Sales Cycles

Filtered episodes(49)

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  How B2B Marketers Use Community-Led Growth to Close Enterprise Deals

  Published Jul 3, 2026

  Lucas

  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 built a community that generated $12 million in pipeline in its first year, and discuss why community-l

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  How B2B Marketers Use First-Party Data After Cookie Deprecation

  Published Jul 3, 2026

  Lucas

  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 vendor Darktrace used its own trial-user data to create lookalike audiences for LinkedIn and progra

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  How B2B Marketers Use Channel Partner Incentives to Drive Enterprise Revenue

  Published Jul 2, 2026

  Lucas

  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 cash incentives often outperform SPIFs, how to avoid channel conflict with direct sales, and the im

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  How B2B Marketers Use Customer Marketing for Expansion

  Published Jul 2, 2026

  Lucas

  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 triggers. They discuss the role of customer advisory boards, the timing of expansion plays, and how to mea

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  How B2B Marketers Use Sales Playbooks to Accelerate Enterprise Deals

  Published Jul 1, 2026

  Lucas

  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 a modern playbook: from ideal customer profile refreshers and objection-handling scripts to competit

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  How B2B Marketers Use Customer Advisory Boards to Close Enterprise Deals

  Published Jul 1, 2026

  Lucas

  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 discuss how to recruit the right customers, how to run sessions that generate actionable product feedba

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  How B2B Marketers Use Predictive Lead Scoring for Enterprise Sales

  Published Jul 1, 2026

  Lucas

  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 predictive models, highlighting a 34% increase in conversion rates after implementation. Luna questions

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  How B2B Marketers Use Freemium to Unlock Enterprise Deals

  Published Jun 30, 2026

  Lucas

  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 metrics that matter—like the shift from 2% to 40% paid conversion for teams. They also compare strategi

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  How B2B Marketers Use AI to Personalize at Scale for Enterprise

  Published Jun 30, 2026

  Lucas

  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. The result was a 35% increase in meeting bookings for targeted accounts. The hosts break down the tech

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  How AI Is Reshaping B2B Content Syndication

  Published Jun 29, 2026

  Lucas

  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 cybersecurity firm that saw a 40 percent increase in qualified pipeline by switching from manual third-party syn

  ai
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  How B2B Marketers Use Dark Social to Track Enterprise Buying Committees

  Published Jun 29, 2026

  Lucas

  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 marketers can use shortened tracking links, UTM parameters, and CRM-side attribution models to surface

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  How B2B Marketers Use Buyer Intent Signals to Trigger Sales Outreach

  Published Jun 28, 2026

  Lucas

  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 pricing page within 72 hours. Lucas explains the role of intent data providers like Bombora and 6sense,

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  How B2B Marketers Use Intent Data to Prioritize Enterprise Accounts

  Published Jun 28, 2026

  Lucas

  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 critical look at data accuracy, this episode offers a grounded guide to turning intent signals into

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  How B2B Marketers Use White Space Analysis for Account Expansion

  Published Jun 27, 2026

  Lucas

  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 how to build a white space matrix using CRM data, product usage analytics, and customer interview insi

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  How B2B Marketers Use Pricing Packaging to Unlock Enterprise Deals

  Published Jun 27, 2026

  Lucas

  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 conversion rates. The episode features a concrete example from HubSpot's 2024 pricing overhaul and disc

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  How B2B Marketers Use Gong for Deal Coaching

  Published Jun 26, 2026

  Lucas

  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 this replaces human coaching or just adds noise. Lucas shares a specific case: a cybersecurity company

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  How B2B Marketers Use Win-Loss Analysis to Close More Deals

  Published Jun 26, 2026

  Lucas

  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 deals are dominated by vendor-centric talk. They explain how to structure win-loss interviews, what

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  How B2B Marketers Use Sales-Network Data to Map Enterprise Decision-Makers

  Published Jun 25, 2026

  Lucas

  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 Engineering was the hidden champion in 70% of wins, then built a targeted ABM campaign around that persona.

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  How B2B Marketers Use Net Revenue Retention to Measure Growth

  Published Jun 25, 2026

  Lucas

  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 common view that NRR is only for product-led growth companies, and they discuss how professional service

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  How B2B Marketers Use AI-Powered Recommendation Engines for Upsells

  Published Jun 24, 2026

  Lucas

  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 tickets and meeting notes, and why a 'product affinity score' can double attach rates. The hosts also caut

  ai
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  How B2B Marketers Use Partner-Led Demand Gen for Enterprise Pipeline

  Published Jun 24, 2026

  Lucas

  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 partner programs often fail because marketers treat partners as mere distribution channels rather than

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  How B2B Marketers Use Community-Led Growth for Enterprise Pipeline

  Published Jun 23, 2026

  Lucas

  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 cycles by 20 percent, citing data from a 2025 Gainsight study. Lucas explains the 'community-to-revenue'

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  How B2B Marketers Use Account Tiering to Maximize ABM ROI

  Published Jun 23, 2026

  Lucas

  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 accounts see 20-30% higher engagement rates and 15-20% shorter sales cycles on Tier 1 accounts. The

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  How B2B Marketers Use Deal Registration to Protect Channel Revenue

  Published Jun 22, 2026

  Lucas

  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 deal registration remains underutilized in channel marketing. #DealRegistration #ChannelMarketing #

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  How B2B Marketers Use Zero-Party Data for Personalization

  Published Jun 22, 2026

  Lucas

  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 cycle. The hosts discuss implementation tactics, privacy compliance, and why zero-party data is becoming

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  How B2B Marketers Use First-Party Data Without Third-Party Cookies

  Published Jun 21, 2026

  Lucas

  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 advertising and probabilistic matching as alternatives, and how one mid-market SaaS company used a c

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  How B2B Marketers Use Customer Success Stories as Sales Enablement

  Published Jun 21, 2026

  Lucas

  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 to buyer personas. Luna offers a counterpoint from a manufacturing firm whose story bank flopped be

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  How B2B Marketers Use Review Sites to Win Enterprise Deals

  Published Jun 20, 2026

  Lucas

  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, handle negative reviews without getting defensive, and measure the impact of review content on pipe

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  How B2B Marketers Use Salesforce to Predict Churn Before It Happens

  Published Jun 20, 2026

  Lucas

  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% reduction in churn achieved within two quarters. They also discuss the pitfalls of over-complex models an

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  How B2B Marketers Use Revenue Orchestration Platforms

  Published Jun 19, 2026

  Lucas

  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 around a single account-based trigger - a competitor's product launch. The result: 34% higher win rates

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  How B2B Marketers Use Sales Playbooks for Enterprise Deals

  Published Jun 19, 2026

  Lucas

  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 (discovery, positioning, objection handling), the importance of 'moment maps' for timing outreach, a

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  How B2B Marketers Use Dynamic Pricing in Enterprise Deals

  Published Jun 18, 2026

  Lucas

  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 points that scale with customer value. Listeners learn one concrete framework — value-based price an

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  How B2B Marketers Use Customer Interviews for Messaging That Converts

  Published Jun 18, 2026

  Lucas

  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 cybersecurity company that ran 30 interviews and rebuilt its homepage copy based on verbatim phrases from

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  How B2B Marketers Use Intent Data to Prioritize Accounts

  Published Jun 17, 2026

  Lucas

  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 account tiers. He explains why buying intent data from a vendor like Bombora or G2 can backfire if you don

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  How B2B Marketers Use Sales and Marketing SDR Handoff SLAs

  Published Jun 17, 2026

  Lucas

  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 cybersecurity firm. Lucas breaks down the tiered SLA model: speed-to-lead for hot inbound, account-

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  How B2B Marketers Use Trigger Events in Real Time

  Published Jun 16, 2026

  Lucas

  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 through a concrete example: a Series B round for a cybersecurity startup and what a good trigger response

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  How B2B Marketers Use Dark Funnels to Capture Hidden Pipeline

  Published Jun 16, 2026

  Lucas

  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 (lead enrichment, UTM-less attribution, CRM shadow records) and the process for surfacing hidden pip

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  How B2B Marketers Use Dark Social to Unlock Revenue

  Published Jun 15, 2026

  Lucas

  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 Marketing teams are using unique tracking links, UTM parameters, and attribution models to surface hidden

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  How B2B Marketers Use Lead Routing to Accelerate Pipeline

  Published Jun 15, 2026

  Lucas

  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 pitfalls like routing leads to the wrong rep or ignoring time zones, and shares a practical framework f

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  How B2B Marketers Use Competitive Displacement to Win

  Published Jun 14, 2026

  Lucas

  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 total cost of ownership model. Lucas explains why competitive displacement deals take 40% longer th

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  How B2B Marketers Use Customer Advisory Boards to Drive Enterprise Revenue

  Published Jun 14, 2026

  Lucas

  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. Lucas explains the structure—quarterly meetings, executive sponsors, and a charter that prevents CABs

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  How B2B Marketers Use ABM Orchestration Engines

  Published Jun 13, 2026

  Lucas

  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 doubled pipeline in one quarter. Luna pushes back on the cost and complexity, and they debate whether

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  How B2B Marketers Use Sales Playbooks to Shorten Cycles

  Published Jun 13, 2026

  Lucas

  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 effective playbook—from discovery question flows to competitive battle cards—and explain why most pl

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  How B2B Marketers Use Video Proposals to Shorten Sales Cycles

  Published Jun 12, 2026

  Lucas

  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 a vendor who closed a $200K deal with a 90-second Loom. They also discuss tools like Vidyard and Bom

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  How B2B Marketers Use Community-Led Growth to Build Pipeline

  Published Jun 12, 2026

  Lucas

  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 hosts discuss the pitfalls of treating community as a vanity metric and the importance of tying engage

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  How B2B Marketers Use Deal Desks to Close Complex Sales

  Published Jun 12, 2026

  Lucas

  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-service contract, they explore when the deal desk adds leverage versus when it becomes a bottleneck.

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  How B2B Marketers Use Interactive Content to Qualify Leads

  Published Jun 11, 2026

  Lucas

  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. The result? 3x more form completions, but more importantly, the sales team only received leads with

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  How B2B Marketers Use Self-Serve Demos to Generate Pipeline

  Published Jun 11, 2026

  Lucas

  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 elements: product-led discovery, automated qualification scoring, and seamless handoff to sales. Lu

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  How B2B Marketers Use Product-Led Sales to Convert Free Users

  Published Jun 10, 2026

  Lucas

  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. Luna pushes back on whether PLS works for complex enterprise deals. They also discuss the tools tha