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

Episode 32 of B2B Marketing with Fexingo digs into the debate between waterfall and agile marketing methods. Lucas and Luna explore how a mid-market SaaS company cut time-to-campaign by 40% by shifting from quarterly planning to two-week sprints. They break down what waterfall still does well for regulated industries, where agile shines for rapid testing, and how a hybrid model often works best. S...

Episode 31 of B2B Marketing with Fexingo. Lucas and Luna dive into how B2B marketers are using sales intelligence tools to personalize outreach at scale. They break down a real case from ZoomInfo's 2025 benchmark report: companies using intent-driven personalization saw a 34 percent lift in reply rates. They discuss the shift from spray-and-pray to informed outreach, the role of firmographic and t...

In this episode, Lucas and Luna explore how B2B marketers are turning to zero-click content — posts that deliver value directly in the feed without requiring a link click — to generate demand in an era of declining organic reach. They dissect a specific campaign from Gong, which used a single LinkedIn carousel of sales call statistics to generate over 50,000 impressions and 1,200 inbound leads wit...

In episode 29 of B2B Marketing with Fexingo, Lucas and Luna dive into the strategic value of Customer Advisory Boards (CABs) for enterprise retention and expansion. Using the example of a major enterprise software company that reduced churn by 18% after implementing a structured CAB program, they discuss how to recruit the right members, what to discuss in quarterly meetings, and how to convert CA...

Every B2B marketer obsesses over content, intent data, and ABM tiers. But what if the single highest-leverage page on your website is the pricing page? In this episode, Lucas and Luna dig into a specific case: a $500 million enterprise SaaS company that ran a structured A/B test on its pricing page, swapping a 'Contact Sales' primary button for a 'See Plans & Pricing' button with a secondary 'Talk...

Most B2B buying journeys start in invisible channels — messaging apps, private Slack groups, email forwards — where no click tracking exists. In this episode, Lucas and Luna unpack why dark social accounts for 84 percent of B2B content sharing according to RadiumOne, and how enterprise marketers at firms like Gong and Snowflake are adapting attribution models to capture signals from these black ho...

In this episode of B2B Marketing with Fexingo, Lucas and Luna explore how community-led growth (CLG) is reshaping enterprise demand generation. They dive into a case study of a cybersecurity company that built a Slack community of 12,000 security engineers, driving a 40 percent increase in inbound pipeline within six months. Lucas explains why traditional top-of-funnel tactics like gated whitepape...

In episode 25 of B2B Marketing with Fexingo, Lucas and Luna dive into the mechanics of using thought leadership for demand generation in enterprise B2B. They unpack how a cybersecurity startup used a single white paper on zero-trust architecture to attract 12 tier-1 account conversations and close a $2.1 million deal. Lucas explains the 'trust cascade'—how an executive's bylined article in a trade...

In this episode, Lucas and Luna dive into the strategy behind gated content in B2B marketing. They discuss when to gate, when to ungated, and how to use progressive profiling to qualify leads without killing conversion. Using examples from HubSpot and Salesforce, they explore the tension between lead volume and lead quality, and share tactical tips for optimizing form fields and follow-up sequence...

Lucas and Luna break down the latest B2B marketing compensation data from the 2026 Marketing Salary Survey by the B2B Marketing Association. They discuss how roles like demand gen manager and ABM director have seen base salary increases of 12-15% year-over-year, while specialist roles have lagged. The hosts explore why companies are paying premiums for marketers who can prove pipeline influence, a...

Episode 22 of B2B Marketing with Fexingo digs into the underused power of customer referral programs for enterprise sales. Lucas and Luna examine how a cybersecurity brand called Arctic Security cut its customer acquisition cost by 40 percent within six months of launching a structured referral incentive. They walk through the specific mechanics: why cash rewards work better than discounts for lon...

Lucas and Luna tackle one of the most persistent challenges in B2B marketing: proving which touchpoints actually drive revenue. They unpack a Gartner study showing that B2B buying groups average 11 decision-makers, making last-click attribution nearly useless. Lucas shares how one enterprise software company replaced their legacy model with a multi-touch attribution framework that credits marketin...

In this episode, Lucas and Luna dive into how B2B marketers are using generative AI to create personalized account-based experiences at scale—without blowing up the budget. They break down a real case from a mid-market cybersecurity firm that used AI to generate tailored landing pages, email sequences, and sales plays for each of its top 200 accounts. The result: a 35% lift in meeting rates and a...

In this episode, Lucas and Luna explore the rise of virtual deal rooms in B2B sales — collaborative digital spaces where buyers and sellers interact throughout the buying process. The hosts anchor the discussion around a specific case: how Gong's internal deal room experiment reduced their own sales cycle by 18 percent in 2025. Lucas breaks down why traditional email-and-attachment workflows fail...

Episode 18 of B2B Marketing with Fexingo dives into partner-led account-based marketing — a strategy where co-branded campaigns with channel partners cut through enterprise inertia. Lucas and Luna break down a real case from a cybersecurity firm that used joint webinars, co-created content, and shared account tiers to accelerate deals by 2x compared to direct-only outreach. They discuss why partne...

Episode 17 of B2B Marketing with Fexingo dives into a practical case study of how a mid-market SaaS company, CloudVector, transformed its account-based marketing after third-party cookies were deprecated. Lucas and Luna break down how CloudVector built a first-party data engine using zero-party surveys, behavioral scoring, and CRM enrichment to replace lost cookie signals. They reveal specific tac...

Episode 16 of B2B Marketing with Fexingo. Lucas and Luna drill into the specific mechanics of nurture sequences for account-based marketing when the target account has zero prior engagement. They break down a real example: how a mid-market cybersecurity vendor used a 60-day, three-phase nurture sequence — triggered by firmographic fit, not intent — to convert 12 cold tier-2 accounts into qualified...

In this episode of B2B Marketing with Fexingo, Lucas and Luna dive into how one enterprise software company used buyer intent data from G2 and TechTarget to prioritize accounts and shorten their sales cycle by 22 percent. They walk through the actual tiering framework, the trigger events that moved accounts from 'nurture' to 'active', and how the sales team changed their outreach cadence. Lucas sh...

Episode 14 of B2B Marketing with Fexingo dives into a tactical shift that's quietly reshaping enterprise account selection: rolling tier scoring. Lucas and Luna break down why static annual account tiers fail when market conditions change quarterly. They walk through a concrete case—how one cybersecurity vendor rebuilt its tier model around rolling 90-day intent, firmographic, and engagement signa...

Episode 13 of B2B Marketing with Fexingo dives into VMware's account-based marketing strategy that cut enterprise churn by 25 percent in under two quarters. Lucas and Luna unpack how VMware's ABM team used first-party usage data, tiered account scoring, and personalized retention workflows to win back at-risk accounts. The hosts walk through the specific playbook: identifying 'slipping' accounts v...

Episode 12 of B2B Marketing with Fexingo dives into predictive lead scoring. Lucas and Luna unpack how one enterprise SaaS company used machine learning models to prioritize leads, boosting conversion rates by over 300 percent while cutting sales team wasted effort. They walk through the specific data points—firmographics, intent signals, past purchase behavior—that fed the model, how the marketin...

In this episode, Lucas and Luna dive into how B2B marketers are adapting to the loss of third-party cookies by leveraging first-party data from their own channels. Using the example of enterprise software company Workday, Lucas explains how they built a proprietary intent signal by tracking content engagement across their blog, webinar attendance, and trial sign-ups. He walks through the technical...

In this episode of B2B Marketing with Fexingo, Lucas and Luna dive into how Gartner's account tiering framework is reshaping enterprise demand generation. They break down the three-tier model — Strategic, Growth, and Nurture — and explain how a tiered approach changes budget allocation, content strategy, and sales alignment. Using real-world examples from companies like VMware and ServiceNow, they...

Lucas and Luna discuss how a mid-market cybersecurity company applied account-based marketing to enterprise deals and saw a 50 percent increase in average contract value within nine months. They walk through the specific changes: tiering accounts by TAM score, aligning sales and marketing around a single engagement cadence per tier, and using intent data to time outreach. Luna challenges whether A...

This episode of B2B Marketing with Fexingo examines how ZoomInfo leverages buyer intent data to help sales and marketing teams prioritize accounts showing genuine purchase signals. Lucas and Luna unpack a specific case: a mid-market cybersecurity firm that integrated intent signals from ZoomInfo and reduced its sales cycle by 22% over six months. They discuss the mechanics of intent scoring, the d...