The Impact Amplifed Show

B2B Growth Marketing Strategy in 2026: What Actually Works

"If I take this on, if we really ride this wave, what gets dropped, and are we comfortable with the risks involved?" This question cuts to the heart of what Lara Daniel thinks about most as a growth marketing leader: not how to do more, but how to stay focused on what actually moves the business. In this episode of Impact Amplified, Lara Daniel, Growth Marketing Leader at Seequent, joins host Rita Matuzic to talk through the realities of running a modern b2b growth marketing strategy. With experience spanning global teams, Lara has built her career at the intersection of martech, demand generation, and brand, serving as the bridge between the engine and the fuel that powers it. She brings that same rigor to marketing automation: anchor every initiative to a measurable business goal, keep the lights on, and resist the pressure to chase capability for its own sake. Her discipline around measuring marketing effectiveness is what separates projects that earn cross-functional buy-in from those that quietly drain team bandwidth. The same thinking shapes how Lara approaches marketing performance metrics more broadly. She is direct on this: marketers underestimate how much credibility they leave on the table by not closing the loop on results. Getting to insight quickly, tying activity to pipeline and marketing ROI measurement, and then shouting about what worked, these are habits, not instincts, and she treats them as such. Watch the latest episode to learn: 1. How to build a b2b growth marketing strategy that earns executive buy-in through ROI-first language 2. Why aligning with sales is a prerequisite for marketing credibility across the business 3. How to approach marketing automation without losing focus on core revenue goals 4. What disciplined, measurable AI adoption actually looks like inside a lean team 5. How to develop confidence around marketing performance metrics, regardless of your background 6. Practical frameworks for measuring marketing effectiveness and communicating results upward 7. How to balance innovation against the targets you are still accountable for hitting This episode is worth listening to for any B2B marketer running a data-driven marketing function in a resource-constrained team. Lara does not offer a neat framework so much as a mindset: stay focused, measure everything, and keep having the hard prioritization conversations before someone else forces them on you.

How Modern B2B CMOs are Shaping the Future of Marketing

"When everything is a priority, nothing is a priority."  This is a simple truth that defines modern B2B CMO leadership challenges. With so much to do, scale, align, and optimize, B2B CMOs can quickly be overwhelmed on all sides. This puts the whole team at risk, leading to further confusion around priorities and communication breakdowns across roles that should be aligned.  In this episode of the Real Talk, Real Results, Kathryn Hilton, CMO of AbsenceSoft, joins host Rita Matuzic to share how she approaches these challenges head-on with modern B2B CMO strategies. With a career spanning B2B, B2C, B2G, general management, and agency work, Kathryn offers a uniquely comprehensive perspective in her role as a marketing leader.   She shares how she leads, not just with seasoned marketing expertise, but also diplomacy, operational clarity, and the ability to adapt quickly to change, especially in the age of fast-moving AI experimentation and adoption. Stay tuned to learn what alignment should look like between CEOs and CFOs, how to scale efficiently, and why prioritization can (and should) be simpler than we sometimes make it.   Watch the latest episode to learn:  * How to frame marketing as an investment  * How to practically use AI in B2B marketing teams today  * The growing overlap between marketing, growth, and revenue leadership  * The art of scaling B2B marketing teams without burning them out  * The importance of alignment with CEOs, founders, and CFOs  * Why brand is never separate from performance in B2B marketing  * Lessons on the art of saying “yes, but” to prevent overload and burnout  This episode is a must-listen for anyone seeking to refine their modern B2B CMO, focusing on cross-functional alignment, AI adoption, and clarity in marketing teams and systems. If you want to learn how to scale smarter and lead modern B2B CMO strategies with confidence, check out the full episode today.

Optimizing Demand Creation and Demand Capture for the Buying Cycle

What is the difference between demand creation and demand capture? More importantly, how does not having a strategy for both affect your bottom line? Demand capture alone is a short-term approach to pipeline goals and could leave companies vulnerable to market fluctuations. Therefore, you also need a demand creation strategy focused on brand positioning and audience engagement. This strategy ensures your brand is at the top of buyers' minds when it comes time for them to purchase. But how do you strike the right balance between these two approaches? How do you ensure that your time, effort, and marketing budget allocation aren’t being misplaced? To answer these questions and more, Ram Sahu, Co-founder and CEO of UnboundB2B, joins us for this Real Talk Real Results podcast episode. He brings over a decade of experience helping companies refine their go-to-market strategies. He shares his data-backed approach to finding the right balance between capturing and creating demand.  Watch the latest episode to learn: * How companies can get a 70% higher return through demand creation strategies * The 95/5 rule and why it matters for engaging and educating buyers at the right time * Key differences between demand creation and capture (and when to prioritize one over the other) * How to maximize ROI with a 60/40 marketing budget allocation * Essential marketing KPIs and metrics for measuring success * How to leverage brand positioning  * Real-world insights for building and positioning your brand Don’t miss this episode, whether you’re new to demand generation or a seasoned expert. Ram shares plenty of practical takeaways for marketers looking to rethink, improve, or optimize their go-to-market strategies to drive immediate and sustainable results.

Cross-Functional Collaboration: Powering Marketing and Product Success

Cross-functional collaboration is the key to elevating product management and product marketing teams to reach unified revenue goals and business growth. The idea is exciting, but the execution requires a boundaryless leader dedicated to cross-functional collaboration and teamwork.  B2B SaaS product executive Akanksha Talya joins the Real Talk, Real Results podcast to share her expert insights on effective product management. She gives us a detailed blueprint for successful cross-functional leadership that is as simple as setting up the right systems and shifting a few mindsets.  Watch the latest episode to learn: * How and why you should create a unified vision across teams * The importance of creating “revenue agents” on your teams * The five Cs of successful product management  * Why language is so crucial for smooth collaboration * How product launches are like rocket launches * When to pivot and how to handle “messy” transformations Akanksha adds tremendous value by sharing her successes and failures, but more importantly, how she turned them into learning opportunities. Check out this episode if you want actionable tips on creating stronger cross-functional teams, focusing on adding value to the customer, and building alignment that drives measurable results, plus the strategy behind them.

The Content Evolution: How AI SEO Strategy is Changing the Buyer’s Journey

AI has changed digital marketing and SEO strategies as we know it. But how does it affect your practical marketing strategy? Where does it fit into optimizing your content throughout the buyer’s journey? And how do you leverage it effectively to maximize ROI without sacrificing customer loyalty?  For this episode, Erica Bantum, Head of Demand Generation at Searchspring, shares a surprising peak into often overlooked aspects of an effective SEO strategy. Join UnboundB2B's Rita Matuzic and Erica as they discuss: * How (and why) brands should do customer journey mapping and adjust their content accordingly * How marketers can actually use seasonality to their advantage in their marketing and SEO strategy * How to retain a customer-centric approach while implementing AI in marketing  * How to find the balance between personalizing content versus creating broader, more generalized content Listen as Erica dives into thought-provoking data insights such as "plan around the peaks" and a candid look at the pros and cons of AI from the perspective of a seasoned SEO strategy expert.  Don't miss this episode if you want practical pointers on making data work for you, web and mobile optimization, and tailoring your content to build trust at each stage in the customer journey.