Sarah Basiri Unpacks Her Winning Demand Gen Playbook

Sarah Basiri

Chief Revenue Officer

Bio

Sarah Basiri is a proven, pragmatic, and strategic professional with 15+ years of marketing experience within multinational organizations, across diverse industry verticals. Sarah’s entrepreneurial spirit, effective leadership skills, and infectious enthusiasm, has allowed her to build high-performing teams, accelerate sales for complex and technical B2B companies, and drive growth and operational excellence.

Sarah is the Global Head of Marketing, setting the marketing strategy for Biome Makers and managing a global team of marketing and communication professionals. Prior to joining Biome Makers, Sarah worked at Heliospectra, a Swedish biotech company, as the Vice President of Marketing, setting and implementing the global marketing strategy as well as investor relations initiatives to increase brand awareness and drive revenue.

Sarah gained her bachelor’s degree from York University and is passionate about the future of agriculture and playing a role in soil health recovery.

Sarah Basiri is a proven, pragmatic, and strategic professional with 15+ years of marketing…

Company:

Biome Makers

Location:

Miami-Fort Lauderdale Area

Description:

Founded in California’s Silicon Valley in 2015, Biome Makers is one of the foremost global AgTech leaders, setting the standard in soil health with BeCrop® technology, the largest global taxonomic database of 24M microorganisms. Built on industry-leading AgTech expertise and driven by data and science, Biome Makers connect soil biology to agricultural decision-making to optimize farming practices and reverse the degradation of arable soils. With labs across the globe, customers on 6 continents, and 1M+ acres of land impacted, Biome Makers revitalizes soil functionality and agricultural sustainability worldwide.

Founded in California’s Silicon Valley in 2015, Biome Makers is one of the foremost global…

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Actionable
Takeaways

Execute Logo-Hijacking LinkedIn Campaigns for Instant Attention:

Sarah's team places target company logos directly on LinkedIn ads with messaging like "how we're partnering" to immediately capture attention from employees scrolling through their feeds. This visual disruption technique leverages existing brand recognition and curiosity to drive significantly higher click-through rates than generic B2B ads.

Design Closed-Door Webinars to Create Exclusivity and Urgency:

Instead of open webinars, Biome Makers requires corporate email registration and restricts access to specific companies and job titles. This exclusivity model eliminates unqualified attendees while creating a premium experience that makes prospects feel specially selected, leading to higher engagement and conversion rates.

Use Existing Customer Success as Social Proof for Account Expansion:

Rather than cold outreach to new divisions within enterprise accounts, Sarah's campaigns showcase successful projects with one team to attract interest from other departments. This approach transforms internal expansion from sales-driven to marketing-driven by letting proven results do the selling.

Implement Surgical LinkedIn Targeting Over Broad Demographics:

Sarah targets by exact company name plus specific job titles rather than industry or demographic categories. This laser-focused approach ensures zero ad spend waste while creating personalized experiences that feel hand-crafted for each prospect, even at scale.

Build Complete Tech Stack Integration for Buyer Journey Intelligence:

By hosting their website on HubSpot and using every feature from chatbots to service hub, Biome Makers creates an unbroken data chain from first website visit to closed deal. This integration provides unprecedented visibility into buyer behavior and enables precise nurturing strategies.

Treat Email Lists Like Premium Assets, Not Broadcast Channels:

Sarah's team segments every email send and refuses to mass-blast their database, preferring to send fewer, highly relevant messages. This discipline maintains list health, drives higher engagement rates, and builds genuine trust with prospects who receive only valuable, targeted content.

Use A/B Testing to Discover Audience Motivations, Not Just Preferences:

When Sarah's flashy QR code campaign flopped while sustainability-focused messaging succeeded, it revealed that CPG buyers prioritize supply chain resilience over consumer-facing innovations. This deeper insight informed all future messaging strategies and campaign development.

Conversation
Highlights

In this episode of The Marketing Front Lines, we speak with Sarah Basiri, Chief Revenue Officer at Biome Makers, a global agtech leader that sequences soil microbiome DNA to deliver agronomic insights. Sarah’s journey from traditional publishing to cutting-edge B2B marketing provides a unique perspective on audience-first demand generation. At Biome Makers, she’s mastered the art of breaking into global enterprise accounts through surgical precision targeting and creative campaign execution that eliminates traditional sales friction.

Topics Discussed:

Executing hyper-targeted LinkedIn ABM campaigns using company logos for maximum attention
Building closed-door webinar strategies that bypass traditional sales outreach
Leveraging HubSpot’s full ecosystem for complete buyer journey intelligence
A/B testing methodology for discovering what truly resonates with enterprise buyers
Managing global enterprise relationships where regional teams operate in silos
Building sustainable email marketing strategies that treat contacts “like gold”
Scaling lean marketing teams through automation and strategic tool selection