--- title: 5 moves that decide which marketing teams survive 2027 description: Five Banter with Billy guests on the B2B marketing moves that matter most, including micro-influencers, testing your messaging and landing pages. image: https://blog.goenvy.io/hubfs/Blog%20cover%201920%C3%971080@1x.png --- [Skip to content](https://blog.goenvy.io/b2b-marketing-moves#main-content) [![ENVY Logo black](https://blog.goenvy.io/hubfs/Envy/ENVY-Logo.svg "ENVY Logo black")](https://goenvy.io) - Services Show submenu for Services - [Elizabeth, The Brain Build](https://goenvy.io/services/elizabeth-creative-messaging/) - [Harry, Paid Media Planner](https://goenvy.io/services/harry-william-paid-campaigns-gtm/) - [William, Full GTM Service](https://goenvy.io/services/harry-william-paid-campaigns-gtm/#William) - [Charles, HubSpot IQ](https://goenvy.io/services/charles-hubspot-ai/) - [HubSpot Implementation and Onboarding](https://goenvy.io/services/hubspot-implementation-and-onboarding/) - [HS \<\> LI Warm Outreach Agent](https://goenvy.io/services/warm-outreach-agent/) - [Resources](https://goenvy.io/resources/) Show submenu for Resources - [Banter with Billy](https://goenvy.io/banter-with-billy/) - [All Resources](https://goenvy.io/resources/) - [Pricing](https://goenvy.io/pricing/) - [Blog](https://blog.goenvy.io) - [Contact](https://goenvy.io/?pop=contact-us) - Services Show submenu for Services - [Elizabeth, The Brain Build](https://goenvy.io/services/elizabeth-creative-messaging/) - [Harry, Paid Media Planner](https://goenvy.io/services/harry-william-paid-campaigns-gtm/) - [William, Full GTM Service](https://goenvy.io/services/harry-william-paid-campaigns-gtm/#William) - [Charles, HubSpot IQ](https://goenvy.io/services/charles-hubspot-ai/) - [HubSpot Implementation and Onboarding](https://goenvy.io/services/hubspot-implementation-and-onboarding/) - [HS \<\> LI Warm Outreach Agent](https://goenvy.io/services/warm-outreach-agent/) - [Resources](https://goenvy.io/resources/) Show submenu for Resources - [Banter with Billy](https://goenvy.io/banter-with-billy/) - [All Resources](https://goenvy.io/resources/) - [Pricing](https://goenvy.io/pricing/) - [Blog](https://blog.goenvy.io) - [Contact](https://goenvy.io/?pop=contact-us) ![SolutionPartnerTierBadges\_FINAL\_ELITE\_TEAL-s](https://blog.goenvy.io/hs-fs/hubfs/SolutionPartnerTierBadges_FINAL_ELITE_TEAL-s.png?width=120&height=120&name=SolutionPartnerTierBadges_FINAL_ELITE_TEAL-s.png "SolutionPartnerTierBadges_FINAL_ELITE_TEAL-s") ![HB-Elite-Logo 1](https://blog.goenvy.io/hs-fs/hubfs/HB-Elite-Logo%201.png?width=34&name=HB-Elite-Logo%201.png "HB-Elite-Logo 1") ![](https://blog.goenvy.io/hs-fs/hubfs/Blog%20cover%201920%C3%971080@1x.png?width=920&height=400&name=Blog%20cover%201920%C3%971080@1x.png) # 5 moves that decide which marketing teams survive 2027 [Marketing Strategy](https://blog.goenvy.io/tag/marketing-strategy), [PPC for B2B](https://blog.goenvy.io/tag/ppc-for-b2b), [ABM](https://blog.goenvy.io/tag/abm), [Brand & product messaging](https://blog.goenvy.io/tag/brand-product-messaging) ![Billy Cina](https://blog.goenvy.io/hs-fs/hubfs/purple%206%20final.jpg?width=60&height=60&name=purple%206%20final.jpg) Billy Cina Early in October I presented to the GCMO Europe community on the five moves that decide which marketing teams survive 2026. I know that sounds dramatic. But we are living in dramatic times. I've been in this industry for almost 30 years, and I have never seen change hit marketers this hard or this fast. Every day I work with founders, CEOs and CMOs at tech companies doing brilliant work, and I could talk for hours about what they teach me. This post is about a different group of people: the guests on Banter with Billy. [Banter with Billy](https://goenvy.io/banter-with-billy/) started over two years ago as a selfish project. We wanted a new marketing channel, and short 20-minute episodes you can listen to on the run seemed like a good way to promote me and the agency. Thirty-eight episodes later, it has turned into something else. It's how I get out of my own goldfish bowl and talk to sharp, interesting people about the things marketers care about and where the industry is heading. This post does not cover AI, at all. Enough people are talking about AI all the time, and we all understand it's more than a new technology to get used to. Everything below is happening alongside that shift, and maybe because of it. TL;DR Five Banter with Billy guests, five moves for B2B marketing teams heading into 2027: 1. **Fix your relationship with the CEO.** Prove you understand which deals make money, and in Q4, help sales close the pipeline you already have (Sangram Vajre). 2. **Do thought leadership properly**. Fibbler's first 50 customers came entirely from the CEO's own posts (Adam Holmgren). 3. **Look harder at your landing pages**. Track pre-conversion signals like scroll depth and heat maps; one FAQ change lifted Snagit's purchases 265% (Tas Bober). 4. **Try micro-influencers now**. That’s how Vector turned $12,000 into $1.1M in pipeline (Jess Cook). 5. **Test your message before launch**. Two rounds of testing lifted Cognism's PPC landing page conversions by 90% (Peep Laja).   ## 1. Fix your relationship with the CEO (Sangram Vajre) [![Check Out Our Videos](https://no-cache.hubspot.com/cta/default/1880938/interactive-174997855655.png)](https://blog.goenvy.io/hs/cta/wi/redirect?encryptedPayload=AVxigLJirskQP%2BLwUCdMUlAtIzxWkqawlLSfe2IOJYrpwywFaxFnU9dg4iVH8%2BBEdYr5X4NE7YZDJzrE9YGOvvEl2z1B9VD%2B9zX9de0ip6VPkOZT%2FdLatoSbHv1hfpAFaFYXkSmBtJRY24zJGLq%2BQ02X2Pd6LeSHmh5Qo8Su40mYKixT%2Btf4ZqmLf%2Fx8TDsgYjVKZp8wfIXZ2MK%2F0FE1Ot%2Fsk4sCzuviVB1eK6sa&webInteractiveContentId=174997855655&portalId=1880938) Sangram Vajre has built two companies past $100M, sold Pardot to Salesforce and written bestselling books. Today he advises businesses on the road to exit. His starting point is rather blunt, claiming that until the CMO-CEO relationship is fixed, nothing else in marketing works. Most competent CMOs know how to build a go-to-market strategy, run campaigns and show on a dashboard whether those campaigns are working. Far fewer prove to the CEO that they understand the business they are marketing. Sangram calls it understanding "the business of marketing": knowing what actually makes money. In practice, you define your ICP, fill the pipeline with the right people, and sales closes the deals. Box ticked. But dig into those deals and you may find they only bring the company to break even, or that some of them lose money. You brought in the right ICP, and it's still bad business. Very few CMOs do that analysis. The ones who do show the CEO they care about the business, and that changes the relationship. Timing matters too. Plenty of marketers spend too much time worrying about new pipeline. In B2B, the job is also to work the existing pipeline with sales and close as many deals as possible. And most B2B companies don't need hundreds of new deals a year. Many need 30, or 50. Sangram's rule of thumb is that if you need 30 clients this year, you should be talking to no more than 60 to 100 people. Work out which activities get you those 30 or 50, and you and your CEO are finally on the same page. ## 2. Do thought leadership properly (Adam Holmgren)   If you're not following Adam Holmgren, co-founder and CEO of Fibbler, you're missing out. Every post teaches you something, and he's such a personable writer that reading them is a pleasure. Adam believes in thought leadership because he has the receipts. For two years, Fibbler invested heavily in it: Adam's time writing posts, and budget to promote them. He is adamant that their first 50 customers came 100% from those posts, and he knows because that's the only thing they were doing. Fibbler is still a two-person team, and as of October 2026 it's at about $1.5M ARR. They run other advertising now too, but thought leadership is how they built the company. So what does doing it *properly* mean? Because it certainly isn’t a junior marketer writing on the CEO's behalf twice a week after asking "what should we post today?" Instead, it means sitting down with the CEO. If they can't write it themselves, someone sits with them every couple of weeks, or at least once a month, and gets the real brain dump instead of snippets. And then they engage with the people who respond. ## 3. Look harder at your landing pages (Tas Bober)   I call Tas Bober the landing page whisperer (also queen, also goddess). She's an accomplished B2B marketer who has worked with companies like Calendly, Freshworks, Snagit and Unbounce, and she chose to specialise in landing pages. My first reaction was to ask her why, since landing pages have been around for over 20 years. Her answer was, *"Billy, darling, yes, they've been around for ages, but we're still not working with them properly."* She has built a very healthy business on that point alone. Crime number one: more than half of companies don't have dedicated landing pages for their ads. Your homepage is your storefront. When you're promoting one product or one message, B2B or B2C, it needs its own page. That page is also where you can test messaging without going through the internal bureaucracy of changing the homepage. Then there's measurement. We all want the clean path: click, visit, demo form. Buying doesn't work like that anymore, because there are so many steps in between. Tas judges a landing page on three buckets: 1. Pre-conversion signals 2. Conversion quality 3. Post-conversion sales and deal velocity We already measure the second and third. The first is the one we tend to ignore the most. If people stay on a new page longer, that's a win. If they get further down the page, that's a win too. Tas has seen pages go from about 30% of visitors reaching the bottom to 50%. She still uses heat mapping, which we were all crazy about ten years ago and have mostly forgotten. On Snagit's page, she saw that 15% of clicks went to the fourth question in the FAQ. What was so interesting about question four? It asked what happens to a lifetime license if you switch devices. If that many people cared, it deserved a block of its own. They pulled it up the page, and conversions jumped 265%. Those were purchases, not free trials. Without heat mapping you'd never see that. You'd look at an empty demo form, decide the page doesn't work, and give up on it. One more surprise is, we've all been taught to strip landing pages down: one call to action, no navigation, nothing to lead people away. That's still partly true. But Google now penalises landing pages where people click an ad and can't quickly find the information they want, so internal navigation really matters. ## 4. Work with micro-influencers before everyone else does (Jess Cook)   Jess Cook is VP Marketing at Vector, a small startup doing ABM that actually works the way we always wanted it to. Vector looks much bigger than it is, because Jess believes in punching up. In Q3 2025 she had $12,000 to spend. It was summer, when everyone is on holiday and supposedly nobody buys anything. Instead of putting the money into paid campaigns, which are ridiculously expensive, she went to LinkedIn micro-influencers. She paid around $500 a post, one post a month from July to September. The seven creators averaged 13,000 followers, and the biggest had around 22,000. She didn't script them or tell them what to say. Of all the demos booked from July to September, 45 listed LinkedIn or an influencer as the lead source. 82% of those were ICP, higher than most of Vector's other channels. Together they added up to $1.1M in pipeline. From a $12,000 budget. So if you're in B2B and not doing influencer marketing yet, you should be. It's only a matter of time before everyone does it and it gets commoditised, so get in while it's early. ## 5. Test your message before you launch (Peep Laja)   Peep Laja is CEO of Wynter. I've talked about Wynter many times because I really believe in the product. Peep has an analogy that I keep coming back to on a regular basis: publishing a homepage without message testing is like giving a sales demo where the prospect's camera is off and their mic is on mute. You'd never accept that meeting in real life, but that's exactly what you're doing on your website. Companies spend hundreds of thousands of dollars on campaigns, launch them, and let the results tell them what works. For around $2,000 - $2,500, you can [put your homepage, landing page or messaging in front of your actual target audience](https://blog.goenvy.io/how-to-create-effective-messaging-that-actually-speaks-to-your-icp) and get feedback within 48 hours. That's faster, easier and a lot cheaper. Cognism improved the conversion rate on its PPC landing page by 90% after two rounds of message testing. And at [B2B pay-per-click prices](https://blog.goenvy.io/plan-your-multi-channel-paid-campaign-mix), a 20% lift in landing page conversion can be the difference between a profitable campaign and burning money. At Envy, we've made [message testing](https://blog.goenvy.io/b2b-message-testing) a standard step in our clients' campaigns. As far as we're concerned, it's a no-brainer. ## What B2B marketing teams should take into 2027 Five conversations, three things to act on: 1. Fix your relationship with the CEO. Understand the business and speak its language, right down to which deals actually make money. 2. Get out of your comfort zone. Test new channels like influencers, and invest in authentic thought leadership. 3. Don't neglect the obvious. Test your messaging before you launch, and take a fresh look at your landing pages. They've been around forever, and we still know less about them than we think. Make sure they're converting. And if you want a hand putting any of these moves to work, talk to us. We already build message testing into our clients’ campaigns, and we’ll help you work out which move to tackle first. [![You In? 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From shiny new startups with a BHAG, to more established tech companies fighting for market dominance, no two marketing challenges are ever the same. I work with companies on articulating and testing company messaging, building their digital marketing strategy and budgets with an emphasis on producing top notch content as the engine for growth. In 2014 I Co-founded Israel's leading tech marketing agency, Marketing Envy. 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