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

Episode

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  How B2B Marketers Use Win/Loss Analysis to Refine Enterprise Strategy 15.08.2026 9mnt

  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 analyzing individual deals and spotting portfolio-level patterns, using examples like a SaaS company that discovered its mid-market win rate dropped when sales reps switched from offering annual plans to monthly ones. They also discuss the changing role of third-party win/loss firms, the importance of interviewing the 'no' as much as the 'yes', and how to structure debriefs to get honest feedback. Practical tips include asking procurement-style questions and separating sales effectiveness from marketing influence. The episode closes with a quick look at how AI is starting to automate some of the analysis while keeping human nuance at the center. #WinLossAnalysis #B2BMarketing #EnterpriseMarketing #DemandGen #AccountBasedMarketing #SalesStrategy #MarketingInsights #DealAnalysis #CompetitiveIntelligence #CustomerInsights #MarketingOps #FexingoBusiness #BusinessPodcast #MarketingPodcast #B2BSales #SalesEnablement #MarketingStrategy #PodcastEpisode Keep every episode free: buymeacoffee.com/fexingo
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  How B2B Marketers Use Marketing Qualified Accounts 14.08.2026 9mnt

  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 parachuting into accounts too early. If you're in B2B demand gen or ABM, this episode gives you a concrete playbook for moving from lead-centric to account-centric measurement. Tune in for a fresh angle that builds on previous episodes but drills into the specifics of MQA. #MarketingQualifiedAccounts #ABM #B2BMarketing #DemandGen #AccountBasedMarketing #SalesAlignment #MarketingOps #SalesAcceptance #LeadNurturing #EnterpriseSales #MarketingStrategy #Business #FexingoBusiness #BusinessPodcast #Marketing #SalesEnablement #Pipeline #B2B Keep every episode free: buymeacoffee.com/fexingo
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  How B2B Marketers Use Customer Advisory Boards 13.08.2026 8mnt

  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 few, no follow-through, and executives who treat it as a sales call. By the end, you will know the difference between a CAB that produces revenue intelligence and one that just produces sandwiches. #CustomerAdvisoryBoard #B2BMarketing #EnterpriseDemandGen #AccountBasedMarketing #SalesPlaybook #RevenueIntelligence #CustomerInsight #ExecutiveBriefing #AccountExpansion #EnterpriseSales #MarketingStrategy #BusinessPodcast #FexingoBusiness #Podcast #B2B #CustomerAdvocacy #SalesEnablement #EnterpriseMarketing Keep every episode free: buymeacoffee.com/fexingo
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  How B2B Marketers Use Revenue Waterfalls to Diagnose Enterprise Pipeline 12.08.2026 7mnt

  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 between marketing and sales. If you've ever wondered why your enterprise pipeline looks healthy but close rates keep falling, this episode gives you the numbers to find the problem. No fluff, just a practical tool you can use in your next pipeline review. #B2BMarketing #EnterpriseMarketing #DemandGen #ABM #PipelineAnalysis #RevenueWaterfall #ConversionRates #SalesFunnel #MarketingOps #B2B #Marketing #Business #FexingoBusiness #BusinessPodcast #EnterpriseB2B #MarketingAnalytics #SalesEnablement #PipelineManagement Keep every episode free: buymeacoffee.com/fexingo
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  How B2B Marketers Use Deal Desks to Win Enterprise Accounts 11.08.2026 8mnt

  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 questions every deal desk should ask, why it's not just about approvals, and how marketing can leverage the desk to land bigger deals. If you've ever wondered why some enterprise deals stall while others accelerate, this episode gives you a practical playbook. Plus, a quick note on how listener support keeps the show ad-free. #DealDesk #EnterpriseSales #B2BMarketing #SalesPlaybook #RevenueOperations #SalesAndMarketingAlignment #Discounting #MarginProtection #OpportunityScoring #SalesProcess #MarketingStrategy #ABM #LongSalesCycle #BusinessPodcast #FexingoBusiness #Marketing #SalesEnablement #EnterpriseDeals Keep every episode free: buymeacoffee.com/fexingo
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  How B2B Marketers Use Sales Plays to Win Enterprise Accounts 10.08.2026 9mnt

  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, and how marketing can supply the intelligence and content that makes plays executable. They also share practical steps for building your own plays, starting with the 'one-pager' and the 'trigger map.' If you're in B2B marketing and want to move beyond tactics into true strategic alignment with sales, this episode gives you a concrete framework. Tune in to understand how sales plays can compress sales cycles and win deals that otherwise stall. #SalesPlays #EnterpriseMarketing #B2BMarketing #AccountBasedMarketing #SalesEnablement #MarketingStrategy #SalesPlaybooks #RevenueGrowth #MarketingOps #SalesAlignment #CybersecurityMarketing #ComplianceSelling #LucasAndLuna #FexingoBusiness #BusinessPodcast #DemandGen #SalesCycle #Marketing Keep every episode free: buymeacoffee.com/fexingo
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  How B2B Marketers Use Case Studies in the Enterprise Sales Cycle 09.08.2026 8mnt

  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—and why the 'hero' of the story should be the customer, not your product. They also explore the practical side: how to source and produce case studies efficiently, and how to deploy them at the right moment in the sales cycle. With a nod to a famous example from Salesforce, they illustrate how a well-crafted case study can become a salesperson's secret weapon. Tune in for actionable tips on turning customer wins into closing tools. #CaseStudies #EnterpriseSales #B2BMarketing #SalesEnablement #CustomerSuccess #MarketingStrategy #SalesCycle #StakeholderAlignment #Salesforce #MetricDriven #Storytelling #Business #Marketing #FexingoBusiness #BusinessPodcast #B2B #DemandGen #ABM Keep every episode free: buymeacoffee.com/fexingo
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  How B2B Marketers Use Intent Data to Prioritize Enterprise Accounts 08.08.2026 12mnt

  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 data on top of its ABM strategy, seeing a 35% lift in meeting-to-opportunity conversion. They discuss the risks of over-reliance on intent data, the importance of modeling intent against firmographic and technographic data, and practical steps for starting small. Listeners will learn how to balance intent signals with human judgment, avoid common pitfalls like signal overload, and use intent data to guide personalized outreach that resonates with economic buyers. Tune in for actionable frameworks and a candid discussion on the future of intent data amid privacy changes. #IntentData #ABM #AccountBasedMarketing #B2BMarketing #EnterpriseSales #DemandGen #MarketingStrategy #SalesEnablement #PredictiveAnalytics #DataDrivenMarketing #MarketingOperations #FexingoBusiness #BusinessPodcast #MarketingPodcast #B2B #EnterpriseMarketing #SalesIntelligence #MarketingInsights Keep every episode free: buymeacoffee.com/fexingo
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  How B2B Marketers Use Micro-Communities to Win Enterprise Deals 07.08.2026 7mnt

  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 approach with questions about scale and ROI, and they discuss pitfalls like ghost-town syndrome and moderator burnout. If you're in B2B marketing and wondering whether niche communities are worth the effort, this episode gives you a practical framework to decide and get started. Tune in for insights on community-led growth, account-based marketing, and the art of building genuine connections in a long sales cycle. #B2BMarketing #MicroCommunities #EnterpriseDeals #AccountBasedMarketing #CommunityLedGrowth #CISO #SlackCommunities #SalesEnablement #DemandGen #MarketingStrategy #B2B #EnterpriseSales #MarketingOps #FexingoBusiness #BusinessPodcast #Marketing #DigitalMarketing #CommunityStrategy Keep every episode free: buymeacoffee.com/fexingo
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  How B2B Marketers Use Predictive Scoring to Prioritize Enterprise Accounts 06.08.2026 10mnt

  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 engagement velocity and org-fit signals, while Luna challenges the bias toward large accounts and suggests a tiered scoring model that balances risk and opportunity. They also talk about how to align marketing and sales around a shared definition of a 'fit' account, and why predictive scoring fails when it ignores the buying committee's internal dynamics. If you're trying to get your ABM program to focus on accounts that are actually likely to buy, this episode gives you a practical playbook—without the hype. #PredictiveScoring #EnterpriseABM #AccountScoring #B2BMarketing #DemandGen #SalesAlignment #IntentData #MarketingAnalytics #AccountBasedMarketing #LeadScoring #B2BSales #SalesCycle #MarketingOps #B2BTech #FexingoBusiness #BusinessPodcast #MarketingPodcast #B2BStrategy Keep every episode free: buymeacoffee.com/fexingo
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  How B2B Marketers Use Account Mapping to Uncover Hidden Enterprise Deals 05.08.2026 8mnt

  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 as economic buyer, the CIO as technical gatekeeper, and a VP of Compliance who becomes the internal champion. Luna adds a personal anecdote about a deal stalled for months until they mapped the executive assistant with real influence. The episode covers the two-by-two influence-versus-authority matrix, the importance of mapping power and interest separately, and how to use stakeholder maps to tailor messaging and orchestrate multi-threaded outreach. They also touch on the role of social selling and internal champions, and how account maps evolve over time. By the end, you'll have a practical framework to uncover hidden decision-makers and accelerate your longest enterprise sales cycles. #AccountMapping #EnterpriseSales #B2BMarketing #StakeholderMapping #DecisionMakingUnit #ABM #SalesStrategy #EnterpriseDeals #InfluencerMapping #ChampionDevelopment #SocialSelling #Marketing #Business #FexingoBusiness #BusinessPodcast #SalesEnablement #CustomerResearch #LongSalesCycles Keep every episode free: buymeacoffee.com/fexingo
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  How B2B Marketers Use Expansion Revenue to Grow Enterprise Accounts 04.08.2026 11mnt

  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 of an expansion playbook, from identifying the right moment to pitch upsells to aligning marketing with customer success. Luna challenges him on the risks of over-optimizing expansion at the expense of new business, and they land on a balanced approach. If you're in B2B marketing and want a practical framework for turning existing customers into your biggest growth lever, this episode is for you. #B2BMarketing #ExpansionRevenue #EnterpriseGrowth #CustomerSuccess #AccountBasedMarketing #SaaSMarketing #UpsellStrategy #CustomerHealthScore #ProductLedGrowth #MarketingOps #DemandGen #FexingoBusiness #BusinessPodcast #MarketingPodcast #B2BStrategy #RevenueMarketing #RetentionMarketing #GrowthMarketing Keep every episode free: buymeacoffee.com/fexingo
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  How B2B Marketers Use Sales Enablement to Win Enterprise Deals 03.08.2026 8mnt

  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 living repositories and how AI is starting to flag stale content. Along the way, they touch on the tension between sales and marketing teams and offer practical advice for marketers who want to get their materials actually used. If you're in B2B marketing and your sales team never opens your playbooks, this episode is for you. #SalesEnablement #B2BMarketing #EnterpriseDeals #BattleCards #SalesPlaybooks #WinLossAnalysis #SalesAndMarketingAlignment #ContentStrategy #ABM #DemandGen #LongSalesCycles #SalesTraining #CRM #AIinMarketing #SalesOps #MarketingOps #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo
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  How B2B Marketers Use Customer Marketing to Retain and Expand 02.08.2026 8mnt

  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 to building an always-on customer marketing engine, and how to measure success beyond just the pipeline. Expect practical advice on creating customer advisory boards (building on a prior episode), using success metrics like net revenue retention, and aligning with sales teams on reference requests. If you're looking to tap into the hidden potential of your existing customer base, this episode gives you a clear framework to get started and to make the case to your CMO. #CustomerMarketing #EnterpriseB2B #AccountExpansion #NetRevenueRetention #CustomerAdvocacy #ReferenceCalls #ExpansionRevenue #B2BMarketing #FexingoBusiness #BusinessPodcast #MarketingOps #CustomerSuccess #CaseStudies #Webinars #SalesAlignment #RetentionMarketing #B2B #DemandGen Keep every episode free: buymeacoffee.com/fexingo
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  How B2B Marketers Use Economic Buyer Interviews 01.08.2026 7mnt

  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 often changes the entire value proposition. Luna pushes back on the practical challenges: getting time with executives, asking the right questions, and avoiding confirmation bias. They also discuss how to turn raw interview quotes into sales playbooks and content that resonates with senior stakeholders. If you're a B2B marketer tired of generic enterprise messaging, this episode offers a concrete framework for getting inside the heads of the people who actually sign off on large deals. #EconomicBuyerInterviews #B2BMarketing #EnterpriseDemandGen #ABM #SalesPlaybook #CFOPerspective #QualifiedPipeline #ExecutiveInsights #MarketingStrategy #AccountBasedMarketing #DemandGeneration #BusinessPodcast #FexingoBusiness #Marketing #B2BSales #CustomerInsights #WinLossAnalysis #EnterpriseSales Keep every episode free: buymeacoffee.com/fexingo
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  Zero-Party Data Strategy for B2B Enterprise Marketing 30.07.2026 6mnt

  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 too much too soon. Plus, why this approach is becoming essential post-cookie and under tightening privacy regulations. A must-listen for B2B marketers looking to future-proof their data strategy. #ZeroPartyData #B2BMarketing #EnterpriseMarketing #ABM #DataPrivacy #FirstPartyData #Personalization #MarketingStrategy #DemandGen #SalesFunnel #LucasAndLuna #FexingoBusiness #BusinessPodcast #MarketingPodcast #DataStrategy #ConsentMarketing #ProspectEngagement #SalesIntelligence Keep every episode free: buymeacoffee.com/fexingo
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  How B2B Marketers Use Content Syndication for Enterprise Leads 30.07.2026 7mnt

  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 prioritize accounts. Luna questions how to avoid low-quality leads, leading to a discussion on lead scoring integration with ABM tiers. They also cover the importance of aligning syndication with sales follow-up cadences. A practical, numbers-driven look at when content syndication works best and when it doesn't. #ContentSyndication #B2BMarketing #EnterpriseLeads #LeadGeneration #ABM #IntentData #TechTarget #IDG #B2B #Marketing #SalesAlignment #LeadScoring #DemandGen #Fortune500 #Cybersecurity #FexingoBusiness #BusinessPodcast #B2BStrategy Keep every episode free: buymeacoffee.com/fexingo
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  Partner Co-Marketing Opens Enterprise Accounts 29.07.2026 6mnt

  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, and why the best co-marketing campaigns look less like ads and more like value-add consulting. Lucas shares a specific metric: deals involving a co-sponsored PoC close 40% faster and at 15% higher average contract value. Luna challenges whether smaller vendors can compete in partner ecosystems dominated by giants like Salesforce and AWS. The episode also includes a brief, sincere mention of listener support at buy me a coffee dot com slash fexingo, which keeps the show ad-free. #B2BMarketing #PartnerMarketing #CoMarketing #EnterpriseSales #Snowflake #Accenture #AccountBasedMarketing #SalesEnablement #ChannelSales #B2BGrowth #DemandGeneration #PartnerEcosystem #MarketingStrategy #SalesCycle #CaseStudy #FexingoBusiness #BusinessPodcast #Podcast Keep every episode free: buymeacoffee.com/fexingo
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  How B2B Marketers Use Multi-Threading to Win Enterprise Deals 29.07.2026 6mnt

  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 framework for identifying who to engage, when, and how. Topics covered include stakeholder mapping, the champion-challenger dynamic, using customer advisory boards to expand reach, and how to sequence outreach without overwhelming the buying committee. If you've ever lost a deal because your main contact left the company or got reorganised, this episode will give you a practical playbook to reduce that risk and increase your win rates. #B2BMarketing #MultiThreading #EnterpriseSales #AccountBasedMarketing #SalesEnablement #StakeholderEngagement #Business #MarketingStrategy #DemandGen #SalesCycle #FexingoBusiness #BusinessPodcast #Podcast #B2B #Revenue #Growth #Sales #Strategy Keep every episode free: buymeacoffee.com/fexingo
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  How B2B Marketers Use Video Case Studies in Enterprise Deals 28.07.2026 4mnt

  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 playbooks. They also explore how account-based marketing teams can personalize case studies for target accounts, using examples from companies like HubSpot and Gong. With practical advice on production, distribution, and measuring impact, this episode gives marketers a concrete framework for leveraging video testimonials to accelerate enterprise deals. #B2BMarketing #EnterpriseSales #VideoCaseStudies #B2B #MarketingStrategy #SalesEnablement #CaseStudies #ContentMarketing #DemandGeneration #ABM #SalesCycle #CustomerTestimonials #VideoMarketing #FexingoBusiness #BusinessPodcast #MarketingTips #B2BSales #EnterpriseDeals Keep every episode free: buymeacoffee.com/fexingo