B2B Marketing with Fexingo · 2026-08-26 · 7 min
In this episode of B2B Marketing with Fexingo, Lucas and Luna dig into a tactic that often gets overlooked in enterprise demand gen: interviewing the economic buyer. They walk through a real case from a cybersecurity software company that ran fifteen interviews with CIOs and CISOs before launching their ABM campaign. The result? Their win rate on target accounts jumped from 18 percent to 31 percent in two quarters. They discuss how to frame the interview as a learning conversation, what questions actually surface budget reality and decision criteria, and how to turn those insights into messaging that lands with the C-suite. They also tap into a recent survey that shows sixty percent of enterprise deals stall because the vendor never understood the buyer's internal approval process. If you're tired of guessing what the economic buyer cares about, this episode gives you a concrete playbook to find out. Lucas and Luna keep it practical, with specific examples and a few hard-won lessons on getting these interviews scheduled in the first place.
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
