Sonya Hansen knew she wanted to go into marketing at 16, when DECA taught her how to think fast, sell ideas, and stay creative under pressure. That early spark evolved into a career in B2B revenue marketing, where storytelling and data work together to drive growth.
In this episode of B2B Marketing Unlocked, Sonya joins host Jony Mansilla to break down how revenue marketing speeds up B2B growth by reducing friction across the buyer journey. She shares how FloQast helps accounting and finance teams modernize close and compliance workflows, how meeting bookers cut time to meeting from 17 days to 5, and why interactive webinars and virtual events are driving stronger pipeline in today’s market.
What You’ll Learn:
• How Sonya’s early DECA experience shaped her B2B marketing instincts
• How revenue marketing drives pipeline by streamlining the buyer journey
• Why meeting bookers can improve speed to lead and lead quality
• How interactive webinars and deminars support mid funnel conversion
• How to think about gated versus ungated content without hurting trust
Sonya Hansen is the Vice President of Revenue Marketing at FloQast, where she leads demand generation, web and digital strategy, and events and alliances marketing. FloQast is an AI accounting transformation platform that helps accounting, finance, and compliance teams close faster, reduce risk, and move from manual work to more strategic decision making.
This podcast is brought to you by Jony Studios, where we help B2B brands turn conversations into content systems that build trust, generate pipeline, and attract ideal customers. Learn more at https://jonystudios.com
Highlights:
• [00:00] Introduction to B2B Marketing Unlocked
• [02:46] Sonya Hansen’s journey into B2B marketing
• [05:35] Understanding FloQast and its impact
• [08:15] Target market and customer engagement strategies
• [11:08] Optimizing the sales process for better leads
• [13:25] Webinars as a key marketing tool
• [16:07] Driving webinar attendance and engagement
• [18:56] Tools and workflows for marketing efficiency
• [21:20] Successful campaigns and lessons learned
• [25:52] Challenges in a rapidly changing market
• [27:41] Surprising insights from experiments
• [29:59] Content strategy: gated vs ungated
• [32:14] Quickfire round
Episode Resources:
• Sonya Hansen on LinkedIn
• FloQast Website
• Goldcast Webinars
• Jony Mansilla on LinkedIn
• Jony Studios Website
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