Building a predictable pipeline is every B2B marketer’s goal, but achieving it takes more than random acts of marketing.

In this episode, Matt Heinz, Founder and CEO of Heinz Marketing, shares his expertise on creating revenue-driven playbooks that align sales, marketing, and customer success teams. You’ll learn why balancing brand and demand is key to sustainable growth, how customer-led strategies can unlock untapped potential, and why alignment across the entire revenue team is a game-changer.

Matt also explores the evolving role of AI as a tool to enhance relationships and streamline processes.

In this episode, you’ll learn:

• Why balancing brand and demand is critical for 2025 success
• How customer-led growth drives long-term value
• How AI can support—but never replace—human relationships

Jump into the conversation:

(00:00) The fundamentals of B2B success with Matt Heinz

(01:11) Shifts in the tech market and preparing for 2025

(03:51) Building predictable pipelines with strategy and playbooks

(06:01) Why fundamentals are essential for sales success

(10:23) Balancing brand and demand in go-to-market strategies

(14:03) How in-person events create meaningful engagement

(17:59) The evolving role of AI in marketing and sales

(21:31) Importance of customer-led growth strategies

(27:15) Breaking down barriers across sales, marketing, and CS

(33:13) Leveraging relationships for long-term growth

(41:14) Final insights on thriving in 2025