About – Adaptive B2B Solutions

We Build the Best Marketing-Led Growth Engines for SaaS Startups

Marketing-led growth requires a new digital playbook with a laser focus on buying-group engagement and centricity. No more wasting time on leads. No more chaos.

Fueling Sustainable Growth is Harder than Ever

B2B marketers are navigating uncharted waters. The COVID-19 pandemic accelerated shift to digital and gave rise to a self-service buyer that’s in control and will research solutions on their own and purchase collaboratively with multiple decision-makers. The result? An unpredictable path to purchase where sales teams can’t influence outcomes in their favor.

Digital-First Buyers are in Control

Today’s B2B buyers prefer digital self-service and “trust networks” of experts inside and outside of the company when researching solutions and won’t engage a vendor until they are 70 percent through the purchase process.

Balance Personalization and Privacy

Over two-thirds of B2B buyers engage in data privacy behaviors, such as disabling data tracking and push notifications, and providing wrong telephone numbers and using junk email. At the same time, regulations including GDPR and CCPA casts a shadow over driven personalization.

Less Facetime for Sales

Approximately 5-10 percent of buyers are ready to buy today. These buyers will give vendors a paltry 5-7 minutes of their total buying. Given these realities and the small window of time to influence outcomes, marketing and sales teams must identify and engage the right in-market buyers while nurturing the rest.

More of Everything

A typical B2B deal now involves 16 decision-makers over 27 interaction touch-points and 10 digital channels. As prospects jump channels across their decision-journey, vendors must always be context-aware and meet buyers where they are.

Bad Data. Lackluster Pipeline

Growth is only as good as its supporting buyer and account data. Today, 32% of global marketing decision-makers said that sourcing and managing data remains one of their organization’s biggest challenges. With the demise of third-party cookies, marketing teams must find other solutions to close the gap.

Everyone Looks the Same

Many SaaS categories are already crowded with established players, making it challenging for vendors to carve out a unique niche that supports sustainable growth.

Leads Don’t Work Anymore

Today’s B2B buying process is a collaborative process involving multiple decision-makers and buying centers. As such, the traditional lead generation model that generates an opportunity from a single individual no longer applies and is not an accurate indicator of an account’s intention to buy.

Do More With Less

Despite an expanding remit to support growth across the entire B2B buyer journey and customer lifecycle, marketing teams are expected to do more with less (or the same) resources.

Marketing-Led Growth that’s Rational and Sustainable

42% of marketers mentioned that their marketing teams lacked the bandwidth to adapt to shifting priorities quickly. Growth at all costs is no longer an effective strategy for long-term growth. Today, B2B marketers have zero margin for error and need to get it right the first time. Our unique strengths supports sustainable and predictable growth across the entire buyer journey and customer lifecycle.

Experienced

Selling into large enterprise accounts has always been a complex exercise. Today, selling into the enterprise has grown in complexity requring multiple decision makers and buying centers.

Leverage our 25+ years of marketing and GTM experience selling into large enterprise accounts. We will identify the in-market accounts within your ICP and engage the right decision makers and buying groups and infuse more predictability into the buying process for revenue teams.

Effective

Engaging digital-first buyers requires competency across data, digital touchpoints and channels, content, account-based marketing, experience programs, and real-time insights, to name a few.

Using these digital building blocks, we’ve orchestrated end-to-end programs that build pipeline and revenue for greenfield and existing customers and support channel partners.

Creative

In a digital selling environment, sales teams have limited time to directly engage decision-makers. To win requires a compelling narrative and solution positioning that gets buyers to take action.

We’ve successfully created compelling content, assets, campaigns and messaging — across a variety of form factors — that accelerates buyers through their decision-journey and beyond.

Explore Solutions —>

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

Our results speak for themselves

We’ve successfully built growth engines that fire on all cylinders.

250%

Growth in Average ARR Deal Size

300%

Revenue Growth

2x-5x

Buyer Group Engagement

500%

Boost in pipeline

Randy Brasche, CEO & Principal

Randy is an award-winning and growth-obsessed marketing leader with over 25 years of B2B SaaS marketing experience. His experience spans large enterprises such as Oracle, Genesys and ServiceSource and fast growing startups most recently leading 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 build sustainable revenue engines. Randy has authored three “For Dummies” books and is writing “Some Assembly Required,” a B2B Marketing Survival Guide that will hit digital bookstores in February 2024.