B2B Marketing with Fexingo · 2026-08-20 · 8 min
In this episode of B2B Marketing with Fexingo, Lucas and Luna dig into a counterintuitive strategy for winning enterprise deals: customer obsession. They explore how a Customer Success-led 'voice of customer' program at a mid-size SaaS company became the key to landing a seven-figure contract with a global retailer. Lucas argues that the most persuasive marketing asset isn't a case study or a sales deck - it's a reference call where the customer's enthusiasm is so genuine it derails the buyer's script. Luna pushes back on the idea that this scales, and the hosts break down how to systematize customer obsession with a 'customer love' club, executive win-win workshops, and 'red carpet' onboarding. They also touch on the risk of overselling and the importance of measuring customer sentiment as a leading indicator for pipeline. If you're in B2B marketing and you're tired of the usual ABM playbooks, this episode will give you a fresh angle - and a new metric to track.
Other episodes covering the same guests and topics, from across The B2B Podcast Index.
How B2B Marketers Use White Space Analysis to Map Enterprise Account Growth57 / 100How Enterprise Sales Teams Use Social Selling to Close DealsHow B2B Marketers Use Teardown Videos to Win Enterprise DealsHow B2B Marketers Use Intent Data to Prioritize AccountsHow B2B Marketers Use Expansion Revenue to Grow Enterprise Accounts
