Maria M.

From Warsaw to Bucharest, financial institutions across CEE are grappling with a #cybersecurity paradox: increasing digitization—and rising threat complexity. 58% of IT leaders say lack of skills is the #1 cause of breaches. In CEE, this is compounded by legacy infrastructure, diverse regulatory environments, and geopolitical uncertainty. To stay ahead, organizations are embracing GenAI for SOC efficiency, investing in local talent, and adopting zero-trust frameworks that align with EU-wide regulations. The security landscape is changing—here’s how CEE leaders are adapting: https://ftnt.net/60414lm0X #CyberSecurity #CEE #AI #ZeroTrust #Resilience #FinancialServices #Fortinet

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Why are in-person events the most powerful SaaS GTM channel in 2026? We teamed up with Maja Voje to answer this question, and the insights surprised even us. We all know events are expensive. The venues, travel, booth fees, and opportunity costs. But what if we told you events could generate $510K in pipeline while costing a fraction of your digital spend? Here's what we uncovered: ✓ Most teams have a narrow view of what "events" even means ✓ There's an entire universe of formats beyond webinars and trade show booths ✓ The magic isn't in the event itself - it's in the pre-event momentum and post-event follow-up ✓ Different formats serve different GTM motions (ABM ≠ demand gen ≠ retention) In this piece, we break down: • 10+ event formats you're probably not using • 15 tactical plays for ROI-positive events • How to avoid burning $50K with 3 qualified leads to show for it • Real examples from companies generating millions in pipeline Full breakdown 👇 https://lnkd.in/dy24GMSz (Huge thanks to Maja for being an incredible thought partner on this. Working with brilliant people makes everything better.) What's your take - are you all-in on events, or still skeptical? #Events #GTMChannel #EventMarketing

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The B2B landscape doesn’t sit still. Your strategy shouldn’t either. SaaS Division Leader Jovan Miljevic put it perfectly: In B2B, buyer behavior isn’t just shifting. It’s evolving fast. What worked 18 months ago might flop today. And if you’re not actively tracking these shifts, your strategy’s already behind. At Impactable, we focus on two key views: 1. 𝗧𝗵𝗲 𝗺𝗮𝗰𝗿𝗼 – What's happening in the B2B tech world at large 2. 𝗧𝗵𝗲 𝗺𝗶𝗰𝗿𝗼 – How platforms like LinkedIn are changing under the hood This dual perspective helps us give smarter, faster, predictive recommendations for our clients. Because great strategy isn’t reactive. It’s proactive. And that’s the difference between running campaigns and actually growing a pipeline. #B2BMarketing #SaaSStrategy #LinkedInExperts #GrowthMarketing

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There is no one-size-fits-all when it comes to GTM. Maja Voje and I studied 12 leading B2B SaaS companies. (including interviews with their teams) Here’s what we learned: 1. PLG is eating the world >80% of the companies in our study employ PLG in some fashion. Even enterprise companies like Snowflake and Salesforce are adding free trials & freemium. It’s the new normal. Why is this working for them? In 2024, the best marketing is often your product. Users rarely want to lock in a $500K+ contract without trying the product first. But you do need to layer on a strong product-led sales motion to make enterprise work. 2. Dominate one at first, then layer on many Every company we studied got one GTM motion massively right. And, in each case, they still use that GTM motion in some form today. But, they layer on other motions over time. The ideal way to layer is symbiotically: • ABM couples nicely with outbound • Inbound supports outbound • Partnerships amplify PLG For instance: Dropbox grew at first massively on referrals. Now, other channels are much more important. 3. ABM and Outbound are pillars of enterprise For 5- and 6-figure deals, it’s difficult to rely on inbound or PLG alone. The buyer is used to a different process. They want to be hand-held. This is where motions like ABM and outbound shine. That’s why you still see the Snowflake’s and Salesforce’s of the world focusing on them. They’re the bread and butter of enterprise. So… bringing it all together, here’s where to start based on your buyer. If you’re selling to consumers or prosumers: • Lean into PLG, community, and partnerships early on • Layer in paid marketing as you find product-market fit and have budget to scale If you're selling to SMBs: • Blend inbound and outbound motions to build awareness and relationships • Paid digital can accelerate pipeline generation as you dial in your ICP If you're selling to enterprises: • Focus on targeted ABM and partner ecosystems • Inbound is great for air cover, but outbound is crucial for landing large accounts If you have a complex or technical product: • Make sure you have developer docs, free tooling, and community support from day one • Don’t underrate channels like partnerships & paid digital; they can still be crucial support And above all: 1. Remember what works at one stage may not work another 2. Remember the law of diminishing returns 3. Be willing to pivot when necessary

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With access to vast amounts of customer data - even in regulated environments like GDPR - marketers today can profile, target, and engage with increasing precision. But just because we can, does it mean we should?  🎤 Speaker: Lazar Dzamic  📖  Read more in our blog post 👉 https://lnkd.in/dm9rw6Eg #GPDR #Marketing

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When a prospect ghosts you after the demo, what do you do? Kacper Floryn 👻 , Head of Business Growth at Valueships, shares his approach with Luka Kankaras: 👉 Switch channels to LinkedIn, cold call, email. 👉 Try getting a warm intro if you hit a wall. 👉 Don’t give up. One skill he says is underrated in sales today? Patience. Not every deal will close tomorrow. Sometimes you’ve got to wait and let it play out. More wisdom from Kacper👇

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Here is a list of the best posts we read this week. 1. Most B2B teams suck at marketing to technical IT buyers. Here is why by Andrei Zinkevich  - https://lnkd.in/dUEu8p_R 2. Should Customer Experience report to marketing by Sam O'Brien - https://lnkd.in/dtCsXDC5 3. How seasoned B2B leaders deploy AI to scale revenue instead of broken playbooks by Vladimir Blagojević - https://lnkd.in/dxgftBXf 4. Most GTM teams don’t lack effort. They lack movement. by Paul Denham - https://lnkd.in/dtvhzVn9 5. What if sales could speed up, not slow down by Philippe Ruttens - https://lnkd.in/dHUqRp32 6. Does your content get claps... but not clients? Here's why by Katelyn Bourgoin - https://lnkd.in/dpEMN4GA 7. 10 of favorite automations Silvio Perez to cut 30-40% of wasted ad spend - https://lnkd.in/dQ2bT-mQ Share in the comments. How B2B Leaders Deploy AI To Scale Revenue @Vladimir Blagojević #marketing #b2bmarketing #content #strategy #linkedin #ABM #contentmarketing #contentstrategy #accountbasedmarketing   #b2b #saas #gtm #brand #digitalmarketing #omnichannelmarketing #demandgeneration #martech #marketingoperations #socialselling #LinkedInAds  #growthtribe #MarketingStrategy #ContentEfficiency #GTM

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