Webcast
FREE 4 min
FULL 18 min

More with less: how to build and optimize a marketing budget that delivers

In this webcast, Maria Masaniello shares practical lessons from over 10 years in B2B marketing on how to operate effectively under budget pressure – through close alignment between marketing, sales, and product, data-driven decision-making, and a sharp focus on revenue impact
Maria Masaniello
Director of Demand Generation, XTM International

What you will learn

How to align marketing, sales, and product teams to shift marketing's role from cost center to revenue contributor
How to evaluate marketing impact across the full sales cycle and make confident fund-or-cut decisions
How to identify inefficient spend, distinguish underperforming channels from underinvested ones, and prioritize budget using structured frameworks
How to use AI, automation, and outsourcing strategically – and how to communicate marketing value clearly to executives and leadership

FREE PREVIEW

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A short clip from the full webcast. Enough to get a feel for the expert's approach and decide if you want to go deeper


INFUSE CLIENTS & PARTNERS

Full 18-min webcast

The complete session including budget prioritization frameworks, channel evaluation strategies, cross-functional alignment approaches, AI and automation guidance for lean teams, and techniques for communicating marketing value to senior leadership
Maria Masaniello
Director of Demand Generation,
XTM International

Expert

Maria Masaniello is Director of Demand Generation at XTM International with over 8 years of experience leading Demand Generation and Go-To-Market strategy in fast-growing B2B SaaS environments across EMEA and international markets. Her work focuses on building scalable, data-led demand engines that support predictable and sustainable growth, spanning demand strategy, pipeline models, CRM and attribution frameworks, and close partnership with Sales, RevOps, and senior leadership

Who is this for?

B2B marketing leaders, managers, and CMOs who are navigating budget constraints and need practical frameworks to prioritize spend, demonstrate revenue impact, and lead lean teams without sacrificing pipeline performance

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