B2B CMOs: How to Smash Targets without Paid Media

Episode notes

Episode #249: Stephanie Pilon, Chief Marketing Officer at Singular, shares how her team exceeded revenue targets without relying on paid media. She explains why long sales cycles and niche ICPs reduce the effectiveness of paid channels in B2B. Stephanie also walks through data-backed decisions that drove a strategic shift away from ads. Her approach shows how focus, alignment, and execution outperform spend. “Start looking at your data and begin understanding the commonalities between the deals you’re winning. Start reverse-engineering those patterns, because that’s how you’ll develop your scoring model. That’s how you’ll figure out which signals will lead you to fresh deals down the road.” - Stephanie Pilon In this episode, Stephanie breaks down how B2B CMOs can rethink growth by shifting attention away from paid channels and toward customer insight, internal alignment, and signal-based execution. She explains how partnerships, precision outbound, and disciplined data analysis create a more predictable pipeline and help marketing earn credibility with sales teams, executives, and boards. Follow Stephanie Pilon on LinkedIn Follow Steve MacDonald on LinkedIn

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