Episodes
How B2B Marketers Use Win/Loss Analysis to Refine Enterprise Strategy
In episode 160 of B2B Marketing with Fexingo, Lucas and Luna dissect the discipline of win/loss analysis in enterprise B2B marketing. They explore why so many companies treat it as a post-mortem rather than a strategic asset, and how leading marketers turn deal outcomes into actionable insights. The conversation centers on a 2025 benchmark showing that only 21% of B2B organizations have a formalized win/loss program, compared to 70% who cite it as critical. Lucas explains the difference between…
How B2B Marketers Use Marketing Qualified Accounts
In Episode 159 of B2B Marketing with Fexingo, Lucas and Luna explore how B2B marketers are shifting from leads to marketing qualified accounts, or MQAs. They break down the difference between MQA and MQL, why account-based marketing teams are adopting this metric, and how one enterprise software company doubled its sales acceptance rate by focusing on account-level signals. The conversation covers practical frameworks for defining MQAs, aligning with sales, and avoiding common pitfalls like…
How B2B Marketers Use Customer Advisory Boards
In episode 158, Lucas and Luna dig into the customer advisory board as a heavyweight move for enterprise B2B marketers. They walk through a specific case: a mid-market cybersecurity vendor whose CAB meetings surfaced a pricing objection that would have killed a seven-figure expansion deal. They talk about who to invite, how to structure the agenda so customers actually open up, and how to turn CAB insight into a sales playbook. They also get real about the common failures — clubs for the chosen…
How B2B Marketers Use Revenue Waterfalls to Diagnose Enterprise Pipeline
Episode 157 of B2B Marketing with Fexingo digs into the revenue waterfall — the diagnostic framework that shows exactly where enterprise pipeline leaks. Lucas and Luna walk through a concrete example: a fictional software company losing 40 percent of opportunities between demo and proposal. They explain why stage-level conversion rates matter more than top-of-funnel volume, how to distinguish a real bottleneck from a timing illusion, and how a weekly waterfall review changes the conversation…
How B2B Marketers Use Deal Desks to Win Enterprise Accounts
Episode 156 of B2B Marketing with Fexingo dives into the deal desk—the cross-functional nerve center that decides which enterprise deals get resources and which get killed. Lucas and Luna break down how a modern deal desk operates, using real examples like a $2 million software deal that nearly died because sales and marketing couldn't agree on discounting. They explore the desk's role in scoring opportunities, aligning sales and marketing, and preventing margin erosion. Learn the three…
How B2B Marketers Use Sales Plays to Win Enterprise Accounts
In this episode of B2B Marketing with Fexingo, Lucas and Luna dig into the under-appreciated art of sales plays — the strategic sequences that turn a generic sales motion into a tailored, high-stakes enterprise campaign. They use the example of a cybersecurity company that mapped a complex account, identified the economic buyer's cost-to-serve metrics, and built a coordinated play around a compliance deadline. The hosts break down the anatomy of a sales play, why it's different from a playbook…
How B2B Marketers Use Case Studies in the Enterprise Sales Cycle
In this episode, Lucas and Luna dive into the art of using customer case studies to accelerate enterprise deals. They break down why a single case study can be more persuasive than a stack of datasheets, and walk through the anatomy of a case study that actually moves a deal forward: the specific business problem, the measurable outcome, and the human story behind the numbers. They discuss how to tailor case studies for different stakeholders—economic buyers, technical evaluators, and…
How B2B Marketers Use Intent Data to Prioritize Enterprise Accounts
On this episode of B2B Marketing with Fexingo, Lucas and Luna dive into the strategic use of third-party intent data for enterprise account prioritization. They explore how intent signals—from research spikes to content consumption—can reveal which accounts are actively evaluating solutions, and how leading B2B marketers integrate these insights with first-party data and predictive scoring. The conversation features a detailed look at how a fictional enterprise software company layered intent…
How B2B Marketers Use Micro-Communities to Win Enterprise Deals
In episode 152, Lucas and Luna explore how B2B marketers are building micro-communities—small, private groups of decision-makers—to accelerate enterprise deals. They dive into a real example: a cybersecurity company that created a Slack community for 40 CISO-level prospects and turned it into a deal-closing engine. Lucas breaks down the strategy: how to pick the right community platform, invite the right people, and structure conversations that build trust and insider access. Luna challenges…
How B2B Marketers Use Predictive Scoring to Prioritize Enterprise Accounts
In this episode of B2B Marketing with Fexingo, Lucas and Luna dive into how enterprise marketers are moving beyond static lead scoring to predictive account scoring. Using a real-world example from a mid-market SaaS company that cut its sales cycle by 20 percent, they break down the shift from demographic fit to behavioral intent, explain how to blend first-party and third-party data, and discuss where human judgment still matters. Lucas shares a framework for scoring accounts based on…
How B2B Marketers Use Account Mapping to Uncover Hidden Enterprise Deals
In this milestone episode 150 of B2B Marketing with Fexingo, hosts Lucas and Luna dive into the underused strategy of account mapping for enterprise sales. They explain how moving beyond the direct economic buyer to map the full decision-making unit—including IT, security, finance, and the often-overlooked line-of-business influencers—can reveal hidden champions and blockers. Using the example of a cybersecurity platform targeting a global bank, Lucas breaks down a concrete account map: the…
How B2B Marketers Use Expansion Revenue to Grow Enterprise Accounts
In this episode of B2B Marketing with Fexingo, Lucas and Luna dive into the quiet engine of enterprise growth: expansion revenue. They break down why the best B2B marketers don't just chase new logos but systematically mine the accounts they already have. With a concrete look at how one SaaS company grew 40 percent year-over-year by focusing on product-led expansion, they discuss the role of customer health scores, usage data, and the 'time-to-expansion' metric. Lucas walks through the anatomy…
How B2B Marketers Use Sales Enablement to Win Enterprise Deals
In this episode, Lucas and Luna drill into the specific tactics behind sales enablement in enterprise B2B marketing. They open with a concrete example: how a cybersecurity firm armed its sales team with a five-page 'battle card' that cut demo-to-close time by two weeks. From there they unpack the anatomy of an effective battle card, the role of win-loss data in shaping it, and the importance of keeping enablement content fresh as deals evolve. They also discuss the shift from static decks to…
How B2B Marketers Use Customer Marketing to Retain and Expand
In this episode, Lucas and Luna explore customer marketing as an often-overlooked growth engine for enterprise B2B. They use the example of a global cloud infrastructure provider that saw a 22 percent uplift in expansion revenue within two quarters of launching a customer advocacy program. The conversation covers how to identify and activate your best customers into case studies, webinars, and reference calls—without overburdening them. They also discuss the shift from a one-off campaign…
How B2B Marketers Use Economic Buyer Interviews
In this episode of B2B Marketing with Fexingo, Lucas and Luna explore how economic buyer interviews can transform enterprise demand generation. They dissect a real case: a cybersecurity firm that interviewed twelve C-level buyers at target accounts and used those insights to rebuild its messaging and ABM tiers, leading to a forty percent increase in qualified pipeline. Lucas explains the difference between interviewing economic buyers versus users and champions, and why the CFO's perspective…
Zero-Party Data Strategy for B2B Enterprise Marketing
In this episode, Lucas and Luna explore how enterprise marketers are shifting from third-party cookies to zero-party data — information buyers voluntarily share. They break down a case study of a cybersecurity vendor that used a maturity assessment to collect opt-in data, resulting in 40% opt-in rates and 30% higher close rates. They discuss how to design value exchanges that build trust in long sales cycles, practical steps for integrating zero-party data into ABM, and the pitfalls of asking…
How B2B Marketers Use Content Syndication for Enterprise Leads
In this episode of B2B Marketing with Fexingo, Lucas and Luna dive into content syndication as a lead generation tactic for long enterprise sales cycles. They break down how a cybersecurity startup used syndicated whitepapers to land meetings with Fortune 500 IT directors, generating 200 qualified leads in three months at a cost-per-lead of $150. Lucas explains the mechanics: partnering with publishers like TechTarget and IDG to gate content behind registration forms, then using intent data to…
Partner Co-Marketing Opens Enterprise Accounts
In this episode of B2B Marketing with Fexingo, Lucas and Luna explore how partner co-marketing helps B2B companies break into large enterprise accounts faster. Using Snowflake’s partnership with Accenture’s industry practices as a case study, they unpack the mechanics of co-branded assets, joint proof-of-concepts, and trust transfer. They discuss why a warm partner introduction can cut enterprise sales cycles by nearly a third, how to structure revenue-sharing agreements that align incentives…
How B2B Marketers Use Multi-Threading to Win Enterprise Deals
Multi-threading — building relationships with multiple stakeholders inside a target account — is one of the most effective ways to protect enterprise deals from derailment. In this episode, Lucas and Luna break down why relying on a single champion is a recipe for disaster, especially in today's cautious buying environment. They walk through a real example of a cybersecurity firm that mapped seven internal stakeholders across four departments to close a $2 million contract, and share a simple…
How B2B Marketers Use Video Case Studies in Enterprise Deals
In this episode, Lucas and Luna dive into the power of video case studies in enterprise B2B sales. They discuss why 89% of B2B buyers say case studies influence purchase decisions, and how video formats can boost conversion by over 70%. The hosts break down the essential elements of an effective video case study—real customer, specific problem, measurable results—and share tips on getting customer buy-in, keeping videos concise (2-3 minutes is the sweet spot), and integrating them into sales…
How B2B Marketers Use Competitive Intelligence to Win Enterprise Deals
Episode 140 explores how B2B marketing teams leverage competitive intelligence to outmaneuver rivals in long enterprise sales cycles. We look at a real example of a SaaS company that used competitor weak points to close a six-month deal, and discuss practical sources for intel — from win-loss data and sales feedback to third-party tools. Plus, how to operationalize intelligence with battle cards, alerts, and regular briefings, and measure its impact on win rates and deal velocity. A fresh angle…
How B2B Marketers Use Interactive Content to Generate Enterprise Leads
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…
How B2B Marketers Use Sales Playbooks to Accelerate Enterprise Deals
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…
How Executive Branding Opens Enterprise Doors
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…
Customer Advisory Boards Drive Enterprise Deals
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…
How B2B Marketers Use Direct Mail to Win Enterprise Deals
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…
How B2B Marketers Use Win-Loss Analysis to Sharpen Enterprise Messaging
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…
How B2B Marketers Use Land-and-Expand to Grow Enterprise Accounts
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…
How B2B Marketers Use Intent Data to Prioritize Enterprise Accounts
Lucas and Luna dive into how B2B marketers are using third-party intent data from sources like Bombora and G2 to identify which enterprise accounts are actively researching solutions—before the sales team ever reaches out. They break down the difference between 'surge' intent and 'topic' intent, how to layer intent signals on top of firmographic data, and why timing matters more than volume. The episode walks through a real example where a cybersecurity vendor used intent spikes to shorten…
How B2B Marketers Use AI Chatbots to Qualify Enterprise Leads
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…
How B2B Marketers Use Red Teaming to Stress-Test Enterprise Campaigns
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…
How B2B Marketers Use White Glove Onboarding to Retain Enterprise Accounts
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…
How B2B Marketers Use Gated Webinars to Build Enterprise Pipeline
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…
How B2B Marketers Use Product-Led Sales to Convert Freemium Users
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…
How B2B Marketers Use Deal Rooms to Close Enterprise Sales
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…
How B2B Marketers Use Dark Funnels to Find Invisible Buyers
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…
How B2B Marketers Use Account Scoring to Prioritize Enterprise Deals
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…
How B2B Marketers Use Warm Handoff Sequences from Events
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…
How B2B Marketers Use Partner Portals to Scale Channel Revenue
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…
How B2B Marketers Use First-Party Data Without Third-Party Cookies
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…
How B2B Marketers Use Community-Led Growth to Drive Enterprise Pipeline
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…
How B2B Marketers Use Tiered SLAs to Accelerate Enterprise Deals
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…
How B2B Marketers Use Customer Zero to Sell Enterprise
Episode 118 dives into the 'Customer Zero' strategy — using your most demanding enterprise client as a beta partner to refine your product and go-to-market. Lucas and Luna explore how companies like HubSpot, Snowflake, and Veeva Systems turned their first or toughest customer into a referenceable case study that unlocked the next 50 deals. They break down the three phases: co-creation, case study production, and internal playbook extraction. Specific metrics: HubSpot's first 100 customers each…
How B2B Marketers Use Customer Zero to Sell Enterprise
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…
How B2B Marketers Use Exit Intent Overlays to Save Enterprise Deals
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…
How B2B Marketers Use Partner Co-Marketing to Drive Pipeline
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…
How B2B Marketers Use Freemium to Sell Enterprise
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…
How B2B Marketers Use Customer Advisory Boards to Shape Product Roadmaps
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…
How B2B Marketers Use Contract Intelligence to Shorten Enterprise Sales Cycles
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…
How B2B Marketers Use In-Product Prompts to Generate Enterprise Pipeline
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…
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