Stefan Maritz

Earlier this week, Exit Five dropped a kickass B2B Marketing Salary Benchmark Report—a data-heavy and thorough look at what B2B marketers earn across different roles, regions, and functions. 

And it’s seriously worth the read.

While that landed, I went deep into the other side of the equation–what the market wants. I analyzed dozens of open senior SaaS marketing roles at companies people dream about working for, to map the in-demand skills by vertical. 

These insights shape course planning and content strategy and pair perfectly with Exit Five‘s salary data to help answer two burning questions about B2B marketing roles:

What skill set gives you the most negotiating power?

What skills are most likely to land interviews (or promotions) right now?

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Marketers love to talk about growth, but the terms used often blur together. Experimentation, optimization, A/B testing—they sound like variations of the same thing. 

They’re not. 

Sure, each practice promises pipeline improvement and leans on similar tools and metrics. But, when you treat optimization as experimentation, you risk playing too small. 

This isn’t just semantic nitpicking. Using the wrong approach at the wrong time leads to invalid data, wasted effort, and missed growth opportunities.

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Pricing is often overlooked as a growth lever. When building growth strategies, teams typically focus on acquisition, retention, and engagement – rarely considering how pricing strategy can drive significant business growth.

In this comprehensive guide, we’ll explore how pricing fits into your growth model, uncover the many opportunities beyond simple price increases or decreases, and show you how to effectively evaluate pricing experiments as part of a complete growth strategy.

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Traditional marketing fails because it’s built on assumptions rather than evidence. 

A staggering 95% of product launches fail within their first year. The problem isn’t bad products or weak teams; it’s guessing instead of testing.

B2B companies that adopt experimentation-led go-to-market (GTM) strategies gain a competitive edge by systematically testing hypotheses, measuring outcomes, and scaling what works. This data-driven approach removes subjective decision-making from marketing and focuses entirely on results.

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Traditional B2B marketing approaches often fail because they’re too siloed. Companies run ads without content support, create content without distribution strategy, or attempt outbound without proper targeting. The result? Wasted budget and missed opportunities.

All-bound marketing solves this problem by integrating multiple marketing channels into a cohesive system that generates qualified leads more efficiently. This approach combines the best of inbound, outbound, and content marketing to create a comprehensive growth engine.

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The B2B buying journey has changed. Modern buyers are more informed, more independent, and more selective.

In fact, 88% will show up to sales calls already knowing what a vendor has to offer. They’ve done the research, compared features, read reviews, and already formed opinions before they’ll even take your meeting.

Would what they hear and see about you convince them you’re worth their already-limited time?

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The global email marketing market continues to climb and is projected to reach nearly $17 billion by 2027.

For B2B marketers, this means bigger budgets, sharper competition for the inbox, and higher expectations from decision-makers who’ve seen it all.

But most B2B email copy still badly underperforms: average open rates hover around 20% and click rates 2–3%, despite email remaining one of the highest-ROI channels. 

According to Experian, targeted emails generate roughly 58% of all email revenue, yet close to 9 in 10 marketers still send the same generic content to their entire list. The gap between mediocre and exceptional is almost entirely about execution, not knowledge.

This guide shows how to craft B2B email campaigns that actually work.

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Email marketing remains one of the highest-performing B2B growth channels, delivering $36 for every $1 spent and vastly outperforming social media and paid ads in ROI. Yet most companies get it catastrophically wrong. They blast generic messages to uninterested prospects and wonder why results tank.

The difference between average and high-performing B2B email marketing comes down to consistency, not complexity. It’s disciplined execution across four pillars: permission, deliverability, content, and design. 

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B2B marketers are drowning their prospects in generic content: white papers that could apply to any industry, case studies written by people who’ve never spoken to a customer, and blog posts that recycle the same tired talking points.

Your subject matter experts (SMEs), who actually solve customer problems, could bring about the needed change. And they’re already in-house.

Product engineers, consultants, and project managers understand the technical nuances, industry constraints, and real-world applications that your prospects actually care about.

Yet instead of leveraging this knowledge, most companies seem to be oblivious to the benefits of SME content for demand generation.

This blog focuses on why expert-driven content matters in B2B demand generation, and how you can start using it to build trust faster, shorten sales cycles, and drive higher-quality leads.

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AI agents for B2B marketing

Automate content, SEO, and ads. Add buyer strategy, content funnels, apps, and AI readiness.

This program is designed to keep you up-to-date with B2B marketing and AI.

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