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

Filtered episodes(108)

• StandardSummaries only
  How B2B Marketers Use Marketing Qualified Accounts

  Published Aug 14, 2026

  Lucas

  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 practical frameworks for defining MQAs, aligning with sales, and avoiding common pitfalls like para

• StandardSummaries only
  How B2B Marketers Use Customer Advisory Boards

  Published Aug 13, 2026

  Lucas

  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 insight into a sales playbook. They also get real about the common failures — clubs for the chosen

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  How B2B Marketers Use Revenue Waterfalls to Diagnose Enterprise Pipeline

  Published Aug 12, 2026

  Lucas

  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 real bottleneck from a timing illusion, and how a weekly waterfall review changes the conversation bet

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  How B2B Marketers Use Deal Desks to Win Enterprise Accounts

  Published Aug 11, 2026

  Lucas

  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 opportunities, aligning sales and marketing, and preventing margin erosion. Learn the three question

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  How B2B Marketers Use Sales Plays to Win Enterprise Accounts

  Published Aug 10, 2026

  Lucas

  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 compliance deadline. The hosts break down the anatomy of a sales play, why it's different from a playbook,

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  How B2B Marketers Use Case Studies in the Enterprise Sales Cycle

  Published Aug 9, 2026

  Lucas

  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 tailor case studies for different stakeholders—economic buyers, technical evaluators, and champions—

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  How B2B Marketers Use Intent Data to Prioritize Enterprise Accounts

  Published Aug 8, 2026

  Lucas

  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 conversation features a detailed look at how a fictional enterprise software company layered intent da

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  How B2B Marketers Use Micro-Communities to Win Enterprise Deals

  Published Aug 7, 2026

  Lucas

  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 the right people, and structure conversations that build trust and insider access. Luna challenges the

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  How B2B Marketers Use Predictive Scoring to Prioritize Enterprise Accounts

  Published Aug 6, 2026

  Lucas

  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 where human judgment still matters. Lucas shares a framework for scoring accounts based on engagemen

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  How B2B Marketers Use Account Mapping to Uncover Hidden Enterprise Deals

  Published Aug 5, 2026

  Lucas

  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 a cybersecurity platform targeting a global bank, Lucas breaks down a concrete account map: the CISO

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  How B2B Marketers Use Expansion Revenue to Grow Enterprise Accounts

  Published Aug 4, 2026

  Lucas

  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 customer health scores, usage data, and the 'time-to-expansion' metric. Lucas walks through the anatomy o

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  How B2B Marketers Use Sales Enablement to Win Enterprise Deals

  Published Aug 3, 2026

  Lucas

  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 keeping enablement content fresh as deals evolve. They also discuss the shift from static decks to liv

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  How B2B Marketers Use Customer Marketing to Retain and Expand

  Published Aug 2, 2026

  Lucas

  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 reference calls—without overburdening them. They also discuss the shift from a one-off campaign mindset

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  How B2B Marketers Use Economic Buyer Interviews

  Published Aug 1, 2026

  Lucas

  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 difference between interviewing economic buyers versus users and champions, and why the CFO's perspective oft

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  Zero-Party Data Strategy for B2B Enterprise Marketing

  Published Jul 30, 2026

  Lucas

  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 sales cycles, practical steps for integrating zero-party data into ABM, and the pitfalls of asking to

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  How B2B Marketers Use Content Syndication for Enterprise Leads

  Published Jul 30, 2026

  Lucas

  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 publishers like TechTarget and IDG to gate content behind registration forms, then using intent data to p

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  Partner Co-Marketing Opens Enterprise Accounts

  Published Jul 29, 2026

  Lucas

  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 sales cycles by nearly a third, how to structure revenue-sharing agreements that align incentives, a

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  How B2B Marketers Use Multi-Threading to Win Enterprise Deals

  Published Jul 29, 2026

  Lucas

  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 internal stakeholders across four departments to close a $2 million contract, and share a simple fr

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  How B2B Marketers Use Video Case Studies in Enterprise Deals

  Published Jul 28, 2026

  Lucas

  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 buy-in, keeping videos concise (2-3 minutes is the sweet spot), and integrating them into sales pla

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  How B2B Marketers Use Competitive Intelligence to Win Enterprise Deals

  Published Jul 28, 2026

  Lucas

  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, alerts, and regular briefings, and measure its impact on win rates and deal velocity. A fresh angle

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  How B2B Marketers Use Interactive Content to Generate Enterprise Leads

  Published Jul 28, 2026

  Lucas

  Episode 139 of B2B Marketing with Fexingo explores how interactive content like ROI calculators and assessments can capture zero-party data and qualify enterprise leads. Lucas and Luna break down a real example: a fintech firm that used a compliance cost calculator to identify high-intent buyers. They discuss conversion rates vs. gated whitepapers, implementation challenges, and how these tools fit into ABM strategies. The episode also touches on measurement—time on page, completion rates, pipel

• StandardSummaries only
  How B2B Marketers Use Sales Playbooks to Accelerate Enterprise Deals

  Published Jul 27, 2026

  Lucas

  In this episode of B2B Marketing with Fexingo, Lucas and Luna dive into the art and science of sales enablement playbooks for enterprise sales. They break down why most playbooks fail—overly generic, static, and ignored—and what the top-performing teams do differently: structuring playbooks around specific buying scenarios, using customer evidence, and keeping them alive with quarterly refreshes. Lucas shares a real example from a cybersecurity company that cut its average sales cycle by 40 days

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  How Executive Branding Opens Enterprise Doors

  Published Jul 27, 2026

  Lucas

  In this episode of B2B Marketing with Fexingo, Lucas and Luna explore how executive personal branding can become a powerful demand-generation engine for enterprise sales. Using the example of Veridian Security's CEO, who grew his LinkedIn following from zero to 50,000 in 18 months and attributed 40% of new pipeline to his personal brand, they break down the tactics that work: consistent thought leadership, engaging with buyer comments, and repurposing content across channels. They also tackle co

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  Customer Advisory Boards Drive Enterprise Deals

  Published Jul 26, 2026

  Lucas

  Customer advisory boards are one of the most underused tools in enterprise B2B marketing. In this episode, Lucas and Luna break down how a carefully selected group of top customers can accelerate deal cycles, increase retention, and generate millions in pipeline. They discuss the ideal board size, meeting cadence, and how to turn advisory members into advocates who help close new business. The conversation includes real-world examples from companies like Salesforce and Cisco, along with actionab

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  How B2B Marketers Use Direct Mail to Win Enterprise Deals

  Published Jul 26, 2026

  Lucas

  In this episode, Lucas and Luna explore how B2B marketers are using old-school direct mail to cut through the noise and secure enterprise meetings. They break down a real-world example: a cybersecurity company that sent custom-engraved USB drives to Fortune 500 CIOs, resulting in a 50% response rate and a seven-figure deal. The hosts discuss the psychology of physical gifts, the importance of personalization, and how to measure ROI from direct mail campaigns. They also share tips on targeting th

• StandardSummaries only
  How B2B Marketers Use Win-Loss Analysis to Sharpen Enterprise Messaging

  Published Jul 25, 2026

  Lucas

  Episode 134 of B2B Marketing with Fexingo dives into competitive win/loss analysis as a tool to improve pipeline quality and enterprise messaging. Lucas and Luna explore how systematically debriefing lost deals—and even won ones—reveals hidden objections, strengthens positioning, and aligns sales and marketing. They walk through a real case: a mid-market SaaS company called Projective that analyzed 50 recent losses and discovered a critical pattern about implementation complexity that was killin

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  How B2B Marketers Use Land-and-Expand to Grow Enterprise Accounts

  Published Jul 24, 2026

  Lucas

  In this episode of B2B Marketing with Fexingo, Lucas and Luna dive into the land-and-expand strategy for enterprise accounts. Using Salesforce's early days with Wyse Technology as a case study, they break down how a small initial deal led to a 10x expansion over five years. They discuss the importance of timing the upsell, mapping stakeholder influence post-sale, and aligning marketing content with each expansion stage. If you've ever wondered how to turn a single $50k deal into a $500k account

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  How B2B Marketers Use AI Chatbots to Qualify Enterprise Leads

  Published Jul 23, 2026

  Lucas

  In this episode of B2B Marketing with Fexingo, Lucas and Luna explore how enterprise marketers are using AI-powered chatbots to qualify leads before they ever talk to a sales rep. They break down the specific tactics used by companies like Drift and Intercom, and walk through a real example from a cybersecurity firm that cut its lead-to-qualification time from days to minutes. Lucas explains the difference between rule-based chatbots and conversational AI, and why the latter is better for comple

  ai
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  How B2B Marketers Use Red Teaming to Stress-Test Enterprise Campaigns

  Published Jul 23, 2026

  Lucas

  Today Lucas and Luna explore red teaming — a practice borrowed from cybersecurity and military planning — and how a growing number of B2B marketing teams are using it to pressure-test their own ABM campaigns, messaging, and sales enablement before they hit the field. They walk through a concrete case: a mid-market SaaS company that ran a four-hour red-team session on its enterprise landing page and discovered that the headline, value prop, and two of three customer logos were actively hurting co

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  How B2B Marketers Use White Glove Onboarding to Retain Enterprise Accounts

  Published Jul 22, 2026

  Lucas

  Enterprise B2B marketers spend heavily on demand generation, but churn erodes the ROI. In this episode, Lucas and Luna explore how a dedicated white glove onboarding program — assigning a customer success manager to guide new enterprise accounts through the first 90 days — can dramatically reduce churn and increase lifetime value. They examine a case study from a SaaS company that cut churn by 30 percent and increased expansion revenue by 20 percent within six months. Key tactics include persona

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  How B2B Marketers Use Gated Webinars to Build Enterprise Pipeline

  Published Jul 22, 2026

  Lucas

  Episode 128 of B2B Marketing with Fexingo dives into the strategy behind gated webinars for enterprise demand generation. Lucas and Luna break down how a mid-market cybersecurity company used a series of three gated webinars to generate 47 qualified opportunities in one quarter — each with an average deal size of $85,000. They discuss the importance of topic selection, speaker credibility, post-webinar nurture sequences, and how to measure ROI beyond just attendance. The hosts also touch on the

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

  Published Jul 21, 2026

  Lucas

  Lucas and Luna dig into product-led sales — a strategy that blends self-serve product experience with human sales outreach — and how B2B marketers are using it to convert freemium users into paying enterprise customers. They break down the specific signals that trigger a sales touch, the data behind timing outreach around user behavior, and why companies like Calendly and Canva have made this model central to their growth. Lucas shares a concrete example of how one SaaS company used in-app produ

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  How B2B Marketers Use Deal Rooms to Close Enterprise Sales

  Published Jul 21, 2026

  Lucas

  In this episode, Lucas and Luna dive into the rise of deal rooms as a critical tool for B2B marketers managing long sales cycles. They unpack how companies like Gong and DocSend are reshaping the final stages of enterprise deals by centralizing content, tracking buyer engagement, and accelerating close times. Lucas shares data showing that deals with active virtual deal rooms close 25% faster on average, while Luna questions whether the tool works for every buyer type. They discuss the shift fro

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  How B2B Marketers Use Dark Funnels to Find Invisible Buyers

  Published Jul 20, 2026

  Lucas

  Episode 125 of B2B Marketing with Fexingo digs into the 'dark funnel' — the hidden 70% of B2B buyer research that happens before prospects ever touch your form. Lucas and Luna explore why Forrester estimates buyers are 70-90% through their decision process before engaging sales, and how marketers at companies like Snowflake and GitLab are using referral traffic analysis, co-browsing cookies, and intent signals from review sites like G2 to surface accounts that are already in-market but invisible

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  How B2B Marketers Use Account Scoring to Prioritize Enterprise Deals

  Published Jul 19, 2026

  Lucas

  In this episode of B2B Marketing with Fexingo, Lucas and Luna dive into account scoring—the practice of ranking target accounts by their fit, intent, and engagement. Lucas breaks down the three-layer model: firmographic fit (revenue band, industry, tech stack), behavioral intent (content downloads, webinar attendance, product page visits), and buying-stage proximity (trigger events like funding rounds or executive changes). He explains how a cybersecurity vendor used this framework to prioritize

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  How B2B Marketers Use Warm Handoff Sequences from Events

  Published Jul 19, 2026

  Lucas

  B2B marketers spend millions on trade shows and events, but most leads go cold within 48 hours. In this episode, Lucas and Luna unpack a specific alternative: the warm handoff sequence. They break down the exact timing — first touch within 90 minutes of booth scan, a personalized video from the sales rep who was at the booth, and a triggered Slack message to the account team. Lucas cites data from a 2025 B2B event benchmarks report showing that warm handoffs convert at 3.7x the rate of standard

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  How B2B Marketers Use Partner Portals to Scale Channel Revenue

  Published Jul 18, 2026

  Lucas

  In this episode of B2B Marketing with Fexingo, Lucas and Luna explore how enterprise B2B marketers build and manage partner portals to scale indirect channel revenue. They break down the difference between a passive partner portal and an active enablement engine, using the example of a $500 million cybersecurity company that cut partner onboarding time by 40% and increased deal registration by 25% in six months. Lucas explains the key technical decisions—single-sign-on integration with partner C

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

  Published Jul 18, 2026

  Lucas

  With third-party cookies crumbling, B2B marketers are scrambling to build first-party data strategies. Lucas and Luna unpack how enterprise marketers at companies like Salesforce and HubSpot are using zero-party data from interactive content, first-party intent signals from owned communities, and partnership data from co-marketing to replace lost cookie signals. They dive into a specific case: how a cybersecurity firm used a risk assessment tool on its website to capture 300 qualified leads in o

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  How B2B Marketers Use Community-Led Growth to Drive Enterprise Pipeline

  Published Jul 17, 2026

  Lucas

  In Episode 120 of B2B Marketing with Fexingo, Lucas and Luna explore how enterprise marketers are using community-led growth (CLG) to bypass traditional gatekeepers and generate high-quality pipeline. The hosts break down a real-world example: how the cloud infrastructure company HashiCorp built a community of 150,000-plus practitioners that directly drove enterprise adoption, resulting in a 40 percent shorter sales cycle for community-influenced deals. Lucas explains the three-tier CLG funnel -

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  How B2B Marketers Use Tiered SLAs to Accelerate Enterprise Deals

  Published Jul 17, 2026

  Lucas

  Lucas and Luna break down how tiered service-level agreements can accelerate enterprise deal cycles by reducing legal friction and aligning expectations early. Using a case study of a mid-market cybersecurity firm that cut its sales cycle from 9 months to 5 by offering bronze/silver/gold SLA tiers, they explore the psychology of commitment, the role of standard terms in trust-building, and why 'we'll figure it out later' is a pipeline killer. Specific data points include a 40% reduction in legal

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  How B2B Marketers Use Customer Zero to Sell Enterprise

  Published Jul 16, 2026

  Lucas

  Episode 117 of B2B Marketing with Fexingo dives into the concept of 'Customer Zero'—the idea that your first enterprise customer functions as an embedded R&D partner, not just a revenue source. Lucas and Luna unpack how companies like Tableau and Snowflake turned their earliest deployments into reference architectures, product blueprints, and case studies that de-risked subsequent sales. They walk through the three-phase playbook: picking the right Customer Zero, structuring the account for co-i

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  How B2B Marketers Use Exit Intent Overlays to Save Enterprise Deals

  Published Jul 15, 2026

  Lucas

  Lucas and Luna break down the surprisingly effective tactic of using exit-intent overlays on B2B websites — not for coupon-clipping but for salvaging high-value demo requests and gated-content conversions. They walk through a real example from a cybersecurity firm that saw a 34% lift in demo bookings just by adding a triggered overlay for visitors who tried to leave the pricing page. The episode covers the three overlay types that work for enterprise buyers (content-offer, human-touch, and meeti

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  How B2B Marketers Use Partner Co-Marketing to Drive Pipeline

  Published Jul 15, 2026

  Lucas

  In this episode of B2B Marketing with Fexingo, Lucas and Luna dive into the power of partner co-marketing for enterprise demand generation. They break down how a cybersecurity startup, SecureStream, used a joint webinar series with a larger infrastructure partner to generate $2.3 million in influenced pipeline within six months. Lucas explains the three-tier partner co-marketing framework—content swaps, joint events, and account-based co-selling—and why co-marketing can halve customer acquisitio

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  How B2B Marketers Use Freemium to Sell Enterprise

  Published Jul 14, 2026

  Lucas

  This episode dives into how B2B companies like Calendly and Canva use freemium models not as a lead gen trick but as a genuine enterprise sales strategy. Lucas and Luna unpack the data behind the 'freemium to premium' pipeline, why product-qualified accounts close faster than marketing-qualified ones, and how Atlassian built a billion-dollar business without a sales team — until they needed one. They explore the mechanics of usage-based enterprise contracts, the tension between self-serve and sa

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  How B2B Marketers Use Customer Advisory Boards to Shape Product Roadmaps

  Published Jul 14, 2026

  Lucas

  In this episode of B2B Marketing with Fexingo, Lucas and Luna explore how enterprise marketers leverage Customer Advisory Boards (CABs) to influence product roadmaps, deepen executive relationships, and shorten sales cycles. They break down the structure of an effective CAB using real-world examples from Salesforce and Microsoft, including how Salesforce's CAB directly contributed to the development of its AI-powered Sales Cloud features. The hosts discuss CAB metrics like roadmap influence rate

  ai
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  How B2B Marketers Use Contract Intelligence to Shorten Enterprise Sales Cycles

  Published Jul 13, 2026

  Lucas

  Episode 112 of B2B Marketing with Fexingo: Lucas and Luna explore how contract intelligence — specifically AI-powered analysis of existing enterprise agreements — helps B2B marketers identify renewal triggers, compliance obligations, and expansion opportunities that reduce sales cycles by up to 40 percent. They examine a case study from a cybersecurity firm that used contract metadata to cut time-to-close for mid-market expansions from 90 days to 54 days. The hosts also discuss practical steps:

  ai
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  How B2B Marketers Use In-Product Prompts to Generate Enterprise Pipeline

  Published Jul 13, 2026

  Lucas

  Episode 111 explores how B2B marketers can turn existing product usage into qualified pipeline using in-product prompts. Lucas and Luna break down the strategy behind Canva's 'Print Your Design' upsell and how a SaaS company increased demo requests by 40% with a simple contextual banner. They discuss trigger timing, audience segmentation, and how to align marketing and product teams to avoid annoying users. If you're in B2B marketing and want to generate demand without cold outreach, this episod

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  Why B2B Marketers Should Sell Through Slack Communities

  Published Jul 12, 2026

  Lucas

  In this episode, Lucas and Luna explore how B2B marketers are using Slack communities as a direct sales and demand generation channel. They break down the specific mechanics: how to structure a community for enterprise buyers, the difference between a user group and a sales-assisted community, and why the conversion rate on a community-led deal can be three to five times higher than cold outbound. The discussion centers on a case study involving a mid-market SaaS company that moved from 0 to $2

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  How B2B Marketers Use Buyer Intent Signals to Trigger Sales Outreach

  Published Jul 12, 2026

  Lucas

  In this episode of B2B Marketing with Fexingo, Lucas and Luna dive into how enterprise marketers use buyer intent signals—like content consumption, event attendance, and product page visits—to trigger timely sales outreach. They explore a case study from a cybersecurity company that saw a 40% lift in meeting bookings by layering intent data from sources like G2 and Bombora onto their CRM. The hosts discuss the importance of scoring signals based on recency and topic relevance, the pitfalls of ac

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  How B2B Marketers Build Enterprise Sales Playbooks

  Published Jul 11, 2026

  Lucas

  In this episode, Lucas and Luna explore how B2B marketers craft enterprise sales playbooks that actually get used by sales teams. They break down the anatomy of a winning playbook using a concrete example from a cybersecurity company targeting Fortune 500 accounts. Lucas explains why most playbooks fail — because they're too generic — and shares a tiered approach that segments by deal size and buyer maturity. Luna pushes back on the idea that playbooks can ever replace experienced reps, and they

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  How B2B Marketers Use Predictive Analytics to Forecast Account Churn

  Published Jul 11, 2026

  Lucas

  In episode 107 of B2B Marketing with Fexingo, Lucas and Luna break down how predictive analytics can forecast account-level churn in enterprise SaaS. Using the example of a mid-market CRM company that built a churn risk score based on product usage, support ticket frequency, and contract renewal cadence, they explore how marketing teams can proactively intervene before a customer goes dark. The episode covers data sources, model training, trigger-based playbooks, and the GTM alignment required t

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  How B2B Marketers Use Predictive Lead Scoring to Prioritize Pipeline

  Published Jul 10, 2026

  Lucas

  In this episode, Lucas and Luna dive into the mechanics of predictive lead scoring for B2B enterprise sales. They break down how machine learning models assign scores based on firmographic, behavioral, and intent data, using a real example from a cybersecurity company that cut time-to-qualify by 40 percent. They discuss common pitfalls like garbage-in-garbage-out data hygiene and the tension between model complexity and sales team trust. The episode also covers how to align score thresholds with

  machine-learning
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  How B2B Marketers Use Deal Registration to Protect Channel Revenue

  Published Jul 10, 2026

  Lucas

  In this episode of B2B Marketing with Fexingo, Lucas and Luna explore how deal registration programs help vendors and partners avoid channel conflict and protect margin. They break down the mechanics: how a partner registers a deal, gets a discount, and the vendor enforces a 30- to 90-day exclusivity window. Lucas cites a Forrester study showing that companies with formal deal registration see 15-20% higher partner satisfaction and 10% faster deal cycles. They also discuss a common pitfall—when

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  How B2B Marketers Use Expansion Revenue After the First Deal

  Published Jul 9, 2026

  Lucas

  Most B2B marketing teams obsess over landing the first enterprise deal. But the real leverage sits in the existing customer base. In this episode, Lucas and Luna break down how one cloud-analytics company — call it DataForge — boosted net revenue retention from 95 percent to 118 percent in 18 months by building a dedicated expansion marketing function. They walk through the specific playbook: how DataForge tiered its post-sale accounts by usage data, created a cross-sell sequence triggered by pr

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  How B2B Marketers Use Dark Social to Find Unattributed Pipeline

  Published Jul 9, 2026

  Lucas

  Most enterprise B2B buyers research for weeks before ever filling out a form — and that research happens in private channels: Slack DMs, WhatsApp groups, private LinkedIn messages, email forwards. This is dark social, and it's the single biggest source of unattributed pipeline in B2B. Lucas walks through a real example from a cybersecurity company that traced 34% of closed-won deals back to a private Slack community where a single champion shared a whitepaper link. They discuss how to tag dark s

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  How B2B Marketers Use Digital Experience Platforms for Enterprise ABM

  Published Jul 8, 2026

  Lucas

  In this episode of B2B Marketing with Fexingo, Lucas and Luna explore how enterprise B2B marketers use digital experience platforms (DXPs) to power account-based marketing at scale. They break down the difference between a content management system and a DXP, using Adobe Experience Manager as a concrete example. Lucas explains how a DXP unifies personalization, analytics, and content delivery across web, mobile, and email — allowing ABM teams to serve tailored experiences to each target account

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  How B2B Marketers Use Intent Data to Target In-Market Buyers

  Published Jul 8, 2026

  Lucas

  Lucas and Luna dive into how enterprise B2B marketers are using third-party intent data from sources like TechTarget and Bombora to identify accounts actively researching solutions. They discuss the difference between first- and third-party intent signals, how to avoid wasting budget on false positives, and a real-world example where a cybersecurity vendor cut cost-per-opportunity by 40% using intent-based targeting. Plus, a quick thought on how shows like this one stay ad-free. #IntentData #B2B

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  How B2B Marketers Use Net Revenue Retention to Predict Growth

  Published Jul 8, 2026

  Lucas

  Episode 100 of B2B Marketing with Fexingo: Lucas and Luna drill into Net Revenue Retention (NRR) — the metric that separates high-growth enterprise SaaS from stalled ones. They walk through how NRR is calculated, why a 120% NRR effectively doubles your growth engine, and how companies like ZoomInfo and Snowflake use expansion revenue from existing accounts to fuel predictable growth. The hosts break down specific tactics: usage-based upsells, multi-year contract escalators, and customer health s

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  How B2B Marketers Use Micro-Credibility to Win Enterprise Trust

  Published Jul 7, 2026

  Lucas

  Episode 99 of B2B Marketing with Fexingo: Lucas and Luna explore how micro-credibility — small, verifiable trust signals like an ISO certification badge or a Gartner quadrant placement — can dramatically shorten enterprise sales cycles. Lucas cites a specific case: a mid-market SaaS company that added a single SOC 2 Type II report to its website and saw a 22% lift in demo-to-close rate within two quarters. Luna pushes back on whether this is just checkbox compliance, and they discuss how to bala

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  How B2B Marketers Use Sales Sequence A-B Testing to Boost Conversion

  Published Jul 7, 2026

  Lucas

  In this episode, Lucas and Luna drill into a specific, high-leverage B2B marketing tactic that often gets overlooked: A-B testing the actual sales sequence — the email cadence, call timing, and touchpoint mix that sales development reps use to engage enterprise prospects. They walk through a real case from a cybersecurity company that tested two versions of a seven-touch sequence: one with a heavy early call focus and one that led with video voicemail and social touches. The winner lifted qualif

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  How B2B Marketers Use First-Party Data from Community Platforms

  Published Jul 6, 2026

  Lucas

  In this episode of B2B Marketing with Fexingo, Lucas and Luna explore how B2B marketers are leveraging first-party data from owned community platforms to drive enterprise deals. With third-party cookies fading and intent data becoming commoditized, companies like Gainsight (with its Pulse community) and Salesforce (Trailblazer Community) are tapping into forum discussions, event registrations, and content engagement to generate warm leads and accelerate long sales cycles. Lucas breaks down a spe

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  How B2B Marketers Use Customer Reference Programs to Close Enterprise Deals

  Published Jul 6, 2026

  Lucas

  In this episode, Lucas and Luna dive into the mechanics of customer reference programs for B2B enterprise sales. They break down a case study from a cybersecurity company that used a structured reference program to shorten its sales cycle by 40 percent. The hosts discuss how to recruit and motivate references, the role of case studies and video testimonials, and the importance of matching reference customers to prospects by industry and company size. They also touch on common pitfalls like refer

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  How B2B Marketers Use Outcome-Based Pricing for Enterprise Deals

  Published Jul 5, 2026

  Lucas

  Episode 94 of B2B Marketing with Fexingo explores outcome-based pricing—a model where vendors get paid based on the business results they deliver, not just software access. Lucas and Luna break down a real case: a data analytics platform that tied its enterprise contract to a 15 percent reduction in customer churn. They discuss how this shifts risk from buyer to seller, how to define measurable outcomes in a SaaS contract, and why outcome-based pricing is gaining traction in enterprise sales cyc

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  How B2B Marketers Use Partner-Led Growth for Enterprise Deals

  Published Jul 4, 2026

  Lucas

  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 identity solutions into their enterprise client engagements. They discuss the shift from transaction

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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 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

  machine-learning
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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

  llm
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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 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 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 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