Is the Linear Marketing Funnel Dead in B2B? with Shana Brewer

Episode notes

B2B buyers don't move in straight lines anymore, and the old MQL-focused approach is leaving revenue on the table. In this episode of Spotlight on B2B Marketing, host Karen Lloyd welcomes Shana Brewer, Director of Global Campaigns at Veeam Software, to unpack the realities of modern B2B campaign marketing. With over 20 years of experience and nine years at Veeam, Shana brings rare insights into what actually works when buyers behave unpredictably. What You'll Learn in This Episode: ️ How to navigate non-linear buyer journeys where prospects move back and forth between stages ️ Why the shift from MQL-focused to buying group marketing strategies is essential for B2B success ️ The "Easter egg" strategy for creating omnichannel experiences that let buyers choose their own path ️ How to evolve from volume-based lead generation to quality-focused targeting as you scale From ditching MQLs in favour of buying group strategies to planting "Easter eggs" throughout the buyer journey, Shana shares battle-tested approaches that marketing leaders can implement immediately.