Is the linear marketing funnel dead in B2B?
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B2B buyers don't move in straight lines anymore; as marketers we were taught that the funnel was a linear progression but the data is showing this isn’t the case and that the old MQL-focused approach is leaving revenue on the table.
In this episode of Spotlight on B2B Tech Marketing, host Karen Lloyd welcomes Shana Brewer, Director of Global Campaigns at Veeam Software, to unpack the realities of modern B2B campaign marketing.
With over 20 years of experience and nine years at Veeam, Shana brings rare insights into what actually works when buyers behave unpredictably. From ditching MQLs in favour of buying group strategies to planting "Easter eggs" throughout the buyer journey, Shana shares battle-tested approaches that marketing leaders can implement immediately.
If you're struggling to pivot your messaging, frustrated that prospects aren't converting as expected, or stuck in a cycle of repeating what worked before, this conversation will challenge how you think about B2B campaigns.
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KAREN & SHANA
What You’ll Learn in This Episode:
✔️ How to navigate non-linear buyer journeys where prospects move back and forth between stages
✔️ Why the shift from MQL-focused to buying group marketing strategies is essential for B2B success
✔️ The "Easter egg" strategy for creating omnichannel experiences that let buyers choose their own path
✔️ How to evolve from volume-based lead generation to quality-focused targeting as you scale
✔️ How to arm internal champions with content to overcome CFO objections and budget concerns
✔️ The white glove approach for high-intent accounts that stall in the sales process
✔️ Why human psychology and emotional connection remain the foundation of effective marketing
EPISODE OUTLINE AND HIGHLIGHTS
[00:01:28] Shana's journey: Nine years at Veeam through startup to scale-up phases
[00:02:33] The evolution from quantity to quality: Why lead volume tactics had to change
[00:04:25] Balancing historical knowledge with new marketing technology and tools
[00:08:11] The aha moment: Ditching MQLs for buying group marketing strategies
[00:11:54] Debunking the linear buyer journey: Awareness, consideration, decision
[00:16:39] The white glove approach: Custom workshops for stalled high-intent accounts
[00:18:47] Planting "Easter eggs" in buyer journeys for omnichannel experiences
[00:20:05] The Netflix strategy: Creating "binge-worthy" B2B content experiences
[00:24:55] "Elevate and innovate": How to overcome "we've tried that before" objections
[00:27:50] Case Study: The product pivot challenge - shifting messaging from on-premise to cloud/SaaS
[00:30:16] The human element: Why AI can't replace psychology, emotion, and authentic connection
THE NON-LINEAR BUYER JOURNEY:
AWARENESS → CONSIDERATION → DECISION
One of Shana's most powerful insights challenges a cornerstone of traditional marketing thinking: the linear buyer funnel. The reality she explains, is far messier and marketers need to adapt their strategies accordingly.
"I think marketers have been taught this linear buyer journey where it's starting with awareness, which is they might not know the problem. And then it's consideration... And then there's decision... But really the data is showing that it's not linear. There might be people bouncing back because they want to do more education on their own. The timing might not be right, so they're not ready to convert yet."
Shana compares modern buyers to consumers. We all know from our own behaviour that purchase decisions aren't straightforward. We research, get distracted, come back months later, encounter an objection, and restart our research with different questions.
In the B2B context, this becomes even more complex when you factor in buying groups. While one champion might be at the decision stage, the CFO they need to convince might just be entering awareness of the problem. Internal objections can send champions back to the research phase to find content that addresses specific concerns.
The practical implication: marketers must arm their champions with content for every objection they might encounter. If the CFO objects about cost, the champion needs ROI calculators and value-realisation case studies. If IT raises implementation concerns, technical architecture documents need to be readily accessible.
Shana's insight reinforces that successful B2B marketing isn't about pushing prospects through a funnel; it's about providing the right content at the right time as they navigate their own unique path, supporting their progress while recognising they may take two steps forward and one step back.
DITCHING MQLS: WORKING WITH BUYING GROUPS IN B2B MARKETING
Shana reveals one of the most significant shifts happening in B2B marketing today: moving away from individual MQL scoring toward buying group marketing strategies. This isn't just a tactical change, it represents a fundamental rethinking of how B2B purchases actually happen.
"A huge shift that I'm seeing is ditching the MQLs. A lot of marketers, we were taught that, okay, we've got to score these leads up to become an MQL, and then we toss it over to our sales teams and they follow up and we're done as marketers. But really the fundamental shift that I'm seeing... is buying group marketing strategy."
According to research Shana references from Forrester, the average B2B tech buying group includes 10 to 20 individuals, not just one decision-maker. This reality changes everything about how campaigns should be structured and measured.
The implications are profound: when three different people from the same account are engaging with your content, that represents a much higher intent signal than a single person downloading a white paper. It means multiple stakeholders are actively researching, which indicates the buying process has genuine momentum.
Shana emphasises that these buying group members aren't just different titles. They have different concerns, different objections, and they may be at completely different stages of the journey simultaneously. The finance leader needs ROI content. The technical lead needs implementation details. The executive sponsor needs strategic positioning.
This approach requires a matrix-style scoring system that tracks account-level engagement across multiple touchpoints and personas, rather than individual lead scores. It's more complex, but it's also far more aligned with how B2B purchases actually happen in practice.
KEY ADVICE FOR MARKETING LEADERS
If you are a marketing leader feeling the pinch, here are Kyle’s key takeaways:
1. Shift from MQLs to Buying Group Strategies
Stop measuring success by individual MQL volume and start tracking account-level engagement across buying groups of 10-20 stakeholders. When multiple people from the same company engage with your content, that's a far stronger buying signal than a single MQL. Build a matrix-style scoring system that recognises different personas have different concerns. Finance needs ROI proof, technical leads need implementation details, and executives need strategic positioning.
2. Design for Non-Linear Buyer Journeys
Abandon the linear funnel assumption (awareness → consideration → decision) and accept that buyers bounce back and forth between stages. Arm your internal champions with content to overcome every possible objection they'll face, especially from CFOs concerned about budget. Create "Easter egg" content experiences; embed related resources, demos, and next steps throughout your content so buyers can self-serve and choose their own path, mimicking the "binge-worthy" approach of Netflix.
3. When Your Product Changes, Completely Overhaul Your Messaging
Don't try to "rinse and repeat" old messaging with minor tweaks when your product model fundamentally shifts. What worked before can actively repel your new audience. Remember the "rule of seven". Both internal teams and external audiences need to see messaging seven times before they internalise it. Invest in comprehensive retraining and consistent repetition of your new positioning across all channels.
TODAY’S GUEST
Shana Brewer is the Director of Global Campaigns at Veeam Software, leading campaign strategy for Veeam Data Cloud. She has been with Veeam since 2016 and has over 20 years of experience in B2B tech marketing.
Based in Los Angeles, Shana is passionate about learning the latest emerging technologies like AI, modern cloud infrastructure, and data security, and enjoys sharing marketing insights and best practices that drive impact. She is a proud alumna of the University of Michigan.
Connect with Shana on LinkedIn or find out more about Veeam Software
OUR HOST
Karen Lloyd is a passionate marketing head-hunter and recruitment expert specialising in marketing and C-suite in B2B industries. With over 25 years of experience in the recruitment industry, Karen brings a unique depth of expertise that sets her apart from most recruiters.
Over her career, Karen has accumulated a wealth of experience that includes serving as a Board Director and being actively involved in growing a business for 13 years. Karen has been a part of five start-ups, giving her first-hand knowledge of the critical importance of hiring the right people.
Currently, Karen is the founder and Director of Armstrong Lloyd. She leads a very special team that partners with businesses and empowers them to build industry-leading marketing teams for some of the most exciting B2B brands - from small agile and disruptive start-ups to global giants providing a wealth of product and service offerings.
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