The case for steady, calculated marketing with Flavia Mateaș
written by
Călin Alungulesă
date
31 October 2025
Our “Frontline insights” series brings together perspectives from B2B marketing leaders who are navigating the industry’s challenges in real time. We're exploring what's working, what's not, and how teams are adapting to economic uncertainty, shifting buyer behavior, and the latest technologies.
This conversation features Flavia Mateaș, Marketing Manager at HEITS digital. Flavia is a communication professional passionate about youth empowerment, gender equity, and inclusive storytelling. Through volunteering and personal projects, she has explored how communication can drive positive change. She’s especially interested in how AI can be used ethically to support fairness and wellbeing.
In the discussion below, Flavia shares her steady, calculated approach to B2B marketing, why clients are prioritizing coherence, and how her team balances automation with authenticity.
The steady approach: efficiency and calculated risks
When asked about the tactics that performed best last year, Flavia points to two core strategies:
"Content marketing and strategic partnerships."
This combination reflects a focus on sustainable, relationship-driven growth rather than quick wins. For HEITS digital, these foundational tactics continue to deliver results in an increasingly cautious market.
Unlike many marketers who experienced unexpected pivots last year, Flavia's experience was marked by consistency:
"I don't think we went through any major surprises. Usually, we go steady and calculated."
This measured approach extends to how HEITS digital handles budget planning. Flavia describes the company's philosophy straightforwardly, but what's more important here is the focus on consistency:
"HEITS's focus has remained the same over the years: on efficiency, not rapid expansion. It's definitely a cautious period in the market, but we are where we anticipated we would be, with very, very few exceptions."
This strategic clarity provides stability when many companies are scrambling to adjust their marketing investments. The emphasis on realistic planning and disciplined execution proves particularly valuable in uncertain economic conditions.
What clients really want - coherence in partnerships
Flavia's most important observation about client behavior centers on a fundamental shift:
"Perhaps not just in the first part of the year, but I think everyone, especially clients, is looking for coherence in their partners."
In an environment filled with rapid change and uncertainty, consistency and reliability have become competitive advantages. Clients are looking for long-term partners who demonstrate strategic stability and clear values, not just for buying services.
This insight is valuable for B2B companies still doubting the effectiveness of influencer marketing in professional spaces. Daniel demonstrates that in specific, relevant niches, micro-influencers can generate concrete results.
AI in practice: testing without the hype
Working at a company that specializes in AI gives Flavia unique insight into practical applications:
"Being a company that works with AI, there are constant discussions about new tools we're testing. We've tested various ones, from content assistance to reporting tools. In the development area, colleagues created an internal experiment that later became a case study about developer productivity in the AI era."
This hands-on experimentation demonstrates the value of testing AI tools in real-world contexts rather than adopting them based solely on hype. HEITS.digital's approach shows how companies can integrate AI thoughtfully, not as a magic solution, but as one more tool to evaluate and implement strategically.
The adaptability-authenticity balance
When asked about the most important skill for a B2B marketing leader in 2025, Flavia's answer is direct:
"Adaptability."
This is not the first time we've heard this in our "Frontline Insights" series, and it's pretty obvious why. In a market defined by rapid technological change and economic uncertainty, the ability to adjust course while maintaining strategic coherence is essential.
But adaptability doesn't mean chasing every trend. Looking ahead to the rest of the year and beyond, Flavia anticipates a tension between current trends and future needs:
"I think we're focused at a macro level on automation, but I also believe and hope that the emphasis will be on authenticity and less noise."
This perspective reflects a growing awareness in B2B marketing that more content and more automation don't automatically translate to better results.
Flavia's final recommendation shows a fine balance between openness and strategic discipline:
"Be curious and attentive to what's happening at a macro level, but don't forget that beautiful things sometimes come from small, informal interactions. Don't jump on trends just to put out content if that trend isn't aligned with the brand."
This advice is particularly relevant in an era where the pressure to participate in every new platform or trend can dilute brand coherence.
Making agile work in marketing
Flavia describes how HEITS.digital balances long-term strategy with the need for quick results:
"We work agile, including in the marketing department, with clear objectives and prioritization based on business goals."
This approach allows for flexibility without losing strategic direction—a critical balance in 2025's environment. Agile methodology in marketing isn't just about moving fast; it's about maintaining alignment with business objectives while remaining responsive to market changes.
Did you find this article insightful? Are you facing similar challenges?
Share it with other marketers on the front lines so they can learn from these insights , or at least breathe a sigh of relief, knowing they're not the only ones navigating this chaos.
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b2b marketing
