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.