#29 - Julieta Varsano, B2B Marketing Lead at Upvest: The Principles and Practice of B2B Marketing in 2025

What does it take to build a B2B marketing function from the ground up, and make it work? What is B2B marketing, and how does effective B2B marketing look like, in 2025?In this episode, we’re joined by Julieta Varsano, a seasoned B2B marketing leader with 10+ years of experience scaling brands across startups, scaleups, and global corporates. Now heading the marketing function at Upvest, Europe’s leading investment infrastructure provider, Julieta shares her playbook for setting marketing foundations, winning internal buy-in, and balancing strategic thinking with fast execution.Julieta is also a frequent public speaker on B2B marketing, co-founder of the B2B Marketing Meetup Berlin, and part of the Women in Fintech Powerlist.In the episode, we talk about:The first 100 days of a one-person marketing team.Why lead gen is out, and how demand gen drives real results.How to align with product, sales, and leadership.Using OKRs to connect marketing with company goals.The core principles every B2B marketing function should be built on.AI’s impact on junior roles and experimentation.And the biggest misconceptions about marketing (and how to fix them).This episode can help anyone in entrepreneurship and business, but if you're building a B2B startup, leading a B2B company or work in B2B marketing, it should be a no-brainer!=================================================================Thanks for listening! For more, follow us on LinkedIn.Runway is a podcast started by Black Unicorn PR co-founders Julija Jegorova and Mauro Battellini to help startup founders, company builders and business leaders with insights, tools and advice from specialists in sales, marketing, PR and more.Black Unicorn PR is a London-based tech PR agency focused on startups, scaleups and VC.For more information visit: https://www.blackunicornpr.com/For even more advice, especially on PR, visit the Black Unicorn PR blog