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.

Related episodes across the Index

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
• #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
• How B2B Marketers Use White Space Analysis to Map Enterprise Account GrowthB2B Marketing with Fexingo · on B2B marketing57 / 100
• It's The "Finale" for The LinkedIn Branding Show - The Backstory + Even A Few Branding TipsThe LinkedIn™ Branding Show · on B2B marketing40 / 100
• Best of Linkedin: Account-based Marketing CW 34/ 35Best of LinkedIn: Strategic B2B Marketing · on B2B marketing
• How Marketing Ops Turns Support Data into RevenueThe Marketing Operator Podcast with Fexingo · on B2B marketing

• Why Great Marketing Is Built on Honesty, Not Hacks with Emma Davies & Ruta Sudmantaite65 / 100
• Stop the Blame Game: How Sales and Marketing Can Win Together with Nick Jones & Max Childs73 / 100
• How Smaller Businesses Beat Bigger Competitors with Gareth Lockwood84 / 100
• Why You Must Prove Your Value or Lose a Seat at the Table as a B2B Marketer with David Rowlands54 / 100
• How to Stand Out When Every Competitor Sounds the Same with Chrissie Bardwell68 / 100