About
Master the New Rules of B2B PMM in the Age of AI
In today’s digital-first world, buyers and customers control their journey and avoid sales reps, leaving marketers to drive growth with fewer resources while AI threatens their roles. At the same time, AI and digital transformation aren’t a passing fad—it’s permanently reshaping how marketing strategies are developed, executed, and measured. These massive market shifts were the catalyst for establishing Adaptive B2B with a mission to create adaptive solutions and AI systems that help product marketers scale and deliver maximum impact — without the anxiety and burnout.
The Adaptive B2B Advantage
We build adaptive and scalable GTM systems powered by high-impact product marketers and AI that shape new markets and build stand-out brands
Experienced
We know what drives enterprises buyers. Leverage our 30+ years of marketing and GTM experience selling into large enterprise accounts to build the right ICP and buyer group segments, messaging, and content across the revenue lifecycle.
Effective
Combining deep product marketing and GTM domain expertise with generative AI, Adaptive B2B knows how to build credible pipeline and sustainable growth.
Creative
We’ve created award winning programs and written four bestselling books, including three “For Dummies” books. Our passion for creativity ensures that your brand will stand out in a commodity marketplace.
Our experience runs deep
Case Studies and Industry Experience
With over 25 years of B2B marketing experience at hypergrowth SaaS companies, Adaptive B2B knows what it takes to cut through the noise and engage today’s enterprise digital-first buyers.
Click on the case studies to the right to learn more.
Folloze: Account-Based Marketing (ABM) and Buyer Experience
Folloze builds the leading B2B Buyer Experience Platform. Frontline marketing teams rely on Folloze to deliver engaging and personalized experiences across the entire buyer journey. With over $10B in pipeline delivered, Folloze fuels growth for top B2B brands, including Autodesk, RingCentral, Cisco, and ServiceNow.
Challenges
- Slow growth, little qualified pipeline, and high churn.
- Few marketing assets to support the revenue lifecycle including a very poor website.
- No reporting into pipeline and revenue performance
- COVID-19 pandemic uncertainties
Rebuilt the entire GTM engine in two years including a team of 15 marketers.
Solution
- Reset messaging, ICP, and buyer personas and GTM.
- Created solution marketing, sales enablement, thought leadership, campaigns, and new website to support entire customer lifecycle and buying journey.
- Developed a comprehensive three tier ABM program including expansion plays and a reset of the account development team.
Results
- In 1.5 years, delivered ~ $4m of new quarterly pipeline for new logo and expansion opportunities.
- Grew ARR in 2.5 years 300%.
- Grew average deal size by 175%.
- Grew new customer logos by 5x.
Genesys: Customer Experience (CX) and Contact Center
Genesys provides customer experience and call center technology to mid-sized and large businesses. It sells both cloudbased and hybrid cloud software.
Challenges
- Slow growth and saturated CTI market
- New CX entrants displacing Genesys
- Legacy/ telephone salesforce at Genesys
unable to sell business solutions
Solution
- Leverage Genesys’ large customer footprint in the contact center to expand into the back office, web and other emerging channels.
- Reposition Genesys as a CX solutions provider and away from a computer telephony technology.
- Build internal competencies to sell back office automation,
web/mobile customer service, and analytics.
Results
- Drove adoption of Genesys’ CX portfolio including Web and Social Customer Care, Skills-based Routing, Workforce and Performance Management, and Back-office Optimization.
- Over a five-year period, grew application revenues from $10M to over $100M.
- Within two years, achieved “leadership” status within Gartner’s prestigious Web Customer Service Magic Quadrant.
- Authored “The Dynamic Contact Center for Dummies” and “Dynamic Customer Engagement for Dummies” books with 50k copies distributed worldwide.
Zignal: Media and Brand Health Analytics Powered by Artificial Intelligence
Zignal Labs turns media intelligence into a strategic asset
for the world’s largest brands and enterprises. By analyzing the full media spectrum in real-time, Zignal’s centralized platform empowers public relations, communication and digital strategy professionals to understand trends, pinpoint issues and make informed
decisions.
Challenges
- Anemic pipeline and growth
- Little differentiation in a commoditized
media monitoring and analytics market
Solution
- Reposition the company to focus on brand health and
- reputation.
- Focus Zignal’s GTM on specific segment of large enterprises
across key vertical industries. - Launch an account based marketing initiative
- Create a community from a passionate base of customers.
Results
- Successfully repositioned Zignal targeting the C-Suite at large enterprises. Over a 2.5-year period, grew Zignal’s revenue over 200%..
- Spearheaded the company’s Account Based Marketing
strategy, growing enterprise ARR deal size from $30K to
$120K. Rebuilt a 7-person account development team that produced $5M in net new pipeline in six months. - Established a 500+ member community for data-driven
marketing communication professionals by launching the annual Zignal Summit Conference and local user group events
Randy Brasche, CEO & Principal
Randy is a creative and growth-obsessed marketing leader with over 25 years of B2B SaaS marketing experience spanning large enterprises such as Oracle, Genesys, and ServiceSource and fast-growing startups. Most recently Randy led the marketing function at Folloze, Zignal, and Euclid Analytics.
Early in his career, Randy was a core member of Oracle’s communications team that evangelized Larry Ellison’s vision of a $500 “Network Computer. ”Today Randy uses his creative superpowers in product marketing, storytelling, and ABM/ABX programs to help hypergrowth SaaS companies stand out in a commodity marketplace and build sustainable revenue engines.
Randy has authored three “For Dummies” books and is writing “Some Assembly Required,” a B2B Revenue Marketing Survival Guide that will launch in June, 2025.
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