The B2B customer journey is constantly evolving, driven by changing technology, dispersed teams, and shifts in engagement strategies. While customer needs remain largely the same, the way businesses attract, convert, and retain them has undergone significant transformation.
In this episode of the NextGen GTM podcast, we spoke with Mary Kate Cash, Head of Growth Marketing for North America at AB Tasty, who brings a decade of experience in SaaS marketing, including at two unicorn companies. She shared insights on the evolving customer journey, event strategy, and pipeline-building tactics that are driving success in today’s landscape.
Despite advancements in AI, Google search remains the primary way buyers discover software solutions. However, changes in search experience—including AI-generated recommendations and visual results—are shifting how prospects navigate their search process. Mary Kate highlighted that while the core buyer behavior remains the same, marketers need to adapt their SEO and paid search strategies to align with these changes.
One of the biggest challenges today is keeping existing customers engaged with product updates and added value. With remote and geographically dispersed teams, engagement strategies must account for the fact that the main users of a product may be in different locations. Virtual events often get deprioritized, making it essential to find alternative ways to maintain active relationships with customers.
Key takeaway: In-person engagement, even in a digital-first world, is making a strong comeback.
While virtual events provide scale, Mary Kate emphasized that in-person interactions lead to deeper engagement and stronger pipeline progression. Attendees are more likely to dedicate time to conversations when they are physically present, rather than dropping off due to competing priorities in a virtual setting.
Events are a high-cost marketing channel, so selecting the right ones is crucial. Mary Kate’s team constantly experiments with their approach:
Key takeaway: Events should be evaluated based on pipeline contribution, not just brand visibility.
Event success is often determined by how quickly you follow up with prospects. Mary Kate’s team prioritizes real-time actions such as:
Key takeaway: Immediacy in follow-up can make or break event ROI.
Not every event attendee is the final decision-maker. However, ignoring non-buyers can be a costly mistake. Building relationships with multiple stakeholders within an organization—known as multi-threading—ensures broader influence on the buying process.
Key takeaway: Even if someone isn’t the direct buyer, they may influence the deal internally.
Growth marketing is an ongoing process of testing, learning, and pivoting. Mary Kate shared that even when a channel works well, it eventually plateaus, requiring constant optimization and diversification.
Her approach includes:
Key takeaway: No single channel is permanent—constant testing is required.
Account-Based Marketing (ABM) and intent data are widely used but not universally effective. Mary Kate warns against assuming they are must-haves for every business. Instead, she recommends assessing whether they align with your company’s sales motion, budget, and team structure.
Key takeaway: Use intent data as a targeting tool, but don’t rely on it as your sole pipeline driver.
For marketing leaders stepping into a new role, Mary Kate outlined three critical focus areas:
Pipeline growth isn’t about quick fixes—it’s about consistent, strategic execution. When pipeline challenges arise, knee-jerk reactions often focus on short-term solutions, but the reality is that sustainable growth requires ongoing effort, testing, and adaptation.
“There’s no magic switch. Building pipeline requires a holistic approach, not just a quick campaign.” — Mary Kate Cash
As marketing teams navigate an increasingly complex landscape, balancing efficiency, in-person engagement, and data-driven insights will be key to long-term success.
