B2B Marketing with Fexingo · 2026-07-06 · 8 min
In this episode, Lucas and Luna dive into the mechanics of customer reference programs for B2B enterprise sales. They break down a case study from a cybersecurity company that used a structured reference program to shorten its sales cycle by 40 percent. The hosts discuss how to recruit and motivate references, the role of case studies and video testimonials, and the importance of matching reference customers to prospects by industry and company size. They also touch on common pitfalls like reference fatigue and over-reliance on a few champions. By the end, listeners will understand why a well-run customer reference program can be the difference between a stalled deal and a signed contract in long, complex enterprise sales cycles. The episode ties back to the show's focus on B2B marketing, demand generation, and account-based marketing.
Other episodes covering the same guests and topics, from across The B2B Podcast Index.
Maisa Fernandez on Transforming Partner Marketing into a Revenue EngineNever GTM Alone · on B2B marketing74 / 100
Why distribution and attention are the real bottleneck in B2B SaaS | Pete Hunt @Dagstersaas.unbound · on Enterprise sales72 / 100
Why Great Marketing Is Built on Honesty, Not Hacks with Emma Davies & Ruta SudmantaiteSpotlight on B2B Marketing · on B2B marketing65 / 100
What Recruiters Actually Look for in Salespeople | Innovantage Podcast #55Innovantage Podcast · on Enterprise sales62 / 100
#191 - Battling AI Fear: Storytelling, Technology, and Disruptive Change with Paul Roehrig, Chief Strategy and Marketing Officer at AscendionFinite By Clarity · on B2B marketing60 / 100
It's The "Finale" for The LinkedIn Branding Show - The Backstory + Even A Few Branding TipsThe LinkedIn™ Branding Show · on B2B marketing40 / 100
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