B2B Marketing with Fexingo · 2026-08-05 · 9 min
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.
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