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In episode 1 of Impact Amplified, Lara Daniel, Growth Marketing Leader at Seequent, shares how B2B marketing teams can build a credible B2B growth marketing strategy. One that is grounded in marketing ROI measurement, genuine executive alignment, and the kind of AI discipline that keeps revenue goals intact.
About the episode
“If I take this on, if we really ride this wave, what gets dropped, and are we comfortable with the risks involved?”
This question cuts to the heart of what Lara Daniel thinks about most as a growth marketing leader: not how to do more, but how to stay focused on what actually moves the business.
In this episode of Impact Amplified, Lara Daniel, Growth Marketing Leader at Seequent, joins host Rita Matuzic to talk through the realities of running a modern B2B growth marketing strategy. With experience spanning global teams, Lara has built her career at the intersection of martech, demand generation, and brand, serving as the bridge between the engine and the fuel that powers it.
She brings that same rigor to marketing automation: anchor every initiative to a measurable business goal, keep the lights on, and resist the pressure to chase capability for its own sake. Her discipline around measuring marketing effectiveness is what separates projects that earn cross-functional buy-in from those that quietly drain team bandwidth.
The same thinking shapes how Lara approaches marketing performance metrics more broadly. She is direct on this: marketers underestimate how much credibility they leave on the table by not closing the loop on results. Getting to insight quickly, tying activity to pipeline and marketing ROI measurement, and then shouting about what worked, these are habits, not instincts, and she treats them as such.
Watch the latest episode to learn:
- How to build a B2B growth marketing strategy that earns executive buy-in through ROI-first language
- Why aligning with sales is a prerequisite for marketing credibility across the business
- How to approach marketing automation without losing focus on core revenue goals
- What disciplined, measurable AI adoption actually looks like inside a lean team
- How to develop confidence around marketing performance metrics, regardless of your background
- Practical frameworks for measuring marketing effectiveness and communicating results upward
- How to balance innovation against the targets you are still accountable for hitting
This episode is worth listening to for any B2B marketer running a data-driven marketing function in a resource-constrained team. Lara does not offer a neat framework so much as a mindset: stay focused, measure everything, and keep having the hard prioritization conversations before someone else forces them on you.
Let’s get
Meet your host & guests
Host
Rita Matuzic
Rita Matuzic is the host of The Impact Amplified Show and a demand generation and growth marketing leader with over a decade of experience building global programs that drive pipeline and revenue across B2B SaaS.
The Impact Amplified Show brings practitioner-level conversations to marketing leaders and revenue-focused teams, covering demand generation, go-to-market strategy, marketing leadership, and the real mechanics behind programs that perform.
Rita has led digital demand, ABM, campaign strategy, and marketing operations at companies including Socure and Delphix, across industries spanning cybersecurity, fraud protection, DevOps, cloud security, and compliance.
GUEST
Lara Daniel
Lara Daniel heads up Growth Marketing at Seequent, the Bentley sub-surface company. Before this, Lara held various marketing leadership positions including Head of Digital Operations at Adenza (now owned by Nasdaq) and Director of Marketing Automation Engineering at Sun Life. Lara has also head senior growth marketing and MarTech positions at BDO Canada, where she was responsible for building their demand generation, digital marketing and MarTech strategy and campaigns, and Capita Plc in the UK.
Lara is an expert in setting the vision for and building digital marketing campaigns and MarTech engines for fast-growth tech and financial service companies. She is passionate about harnessing demand generation and digital marketing to drive exceptional customer experiences and drive measurable growth.
In her spare time, Lara spends her time chasing her toddler, Isabel, around and enjoys creative writing.