The Role of Growth Engineering in B2B Marketing

Why Growth Engineering Matters in B2B

B2B marketing comes with long sales cycles, multiple decision-makers, and a mix of digital and offline interactions.

Growth Engineering helps make sense of all that complexity by using data to improve how we reach and engage the right people at the right time across any channel while maintaining continuity across their journey touchpoints.

What Growth Engineering Looks Like in Practice

At Cloudera, my work in Growth Engineering includes:

• User- and account-level analytics: Understanding how different people in a buying group interact across digital touchpoints.

• Real-time personalization:Adjusting experiences based on what users are actually doing, not just static segments.

• Experimentation and optimization: Running A/B tests and other experiments to figure out what actually works.

• MarTech integrations:Making sure tools like Twilio Segment, Adobe Analytics, Adobe Target, and Marketo work together so we get a complete picture of user behavior.

At its core, Growth Engineering is about testing, learning, and improving. It’s not just about the tech—it’s about making sure marketing efforts actually help people find what they need and move through the decision-making process more smoothly.