Full-Funnel B2B Marketing Show Episode 175: How to grow in 2026 with long sales cycles, tighter budgets and limited marketing capacity with Matt Heinz
Feb 16, 2026
Matt Heinz, founder of Heinz Marketing with 17+ years in revenue marketing and demand generation. He discusses narrowing target markets to boost conversion and LTV. He covers proving marketing impact beyond MQLs, getting CEO/CFO buy-in, forecasting under budget pressure, and using orchestration and AI to scale with limited capacity.
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Focus On A Narrow Serviceable Market
- Narrow your target market to a serviceable obtainable subset for higher conversion and velocity.
- Focusing on fewer, better-fit accounts lets you tailor messaging and increase long-term value.
Attribution Should Predict Future Repeatability
- First-touch and last-touch attribution fail in complex, long B2B sales cycles.
- Focus attribution on repeatable future sequences that reliably produce desired outcomes.
Data Revealed A Lucrative Niche
- A CRM analysis found home-service customers had three times the lifetime value for a small-business CRM.
- Doubling down on that segment increased acquisition investment and led to an eventual successful exit.