B2B Marketing: Tomorrow's Best Practices... Today

In part two of our conversation, Hitachi's CMO shares how even small teams can lead in the age of AI. Whether you're building executive events, redefining customer engagement, or grappling with your data strategy, this episode delivers clear frameworks, sharp insight, and hard-earned perspective.Arya Barirani returns to break down how to scale enterprise-level lessons into practical action. From the structure of an AI advisory board to the real-world implications of physical infrastructure, he unpacks what it takes to prepare your team—and your tech—for what's next.

Arya Bairani on Transforming a Legacy Brand and Leading Modern B2B Marketing at ScaleHitachi's brand is globally recognized—but often for the wrong things. In this episode, Arya Bairani, CMO of both Hitachi Americas and Hitachi Digital, joins Clark Newby to break down how he's reshaping perceptions of a 110-year-old company and applying cutting-edge marketing strategies across $16B in business.From AI transformation and brand reframing to ABM, event strategy, and small-team execution, Arya shares how a lean, modern marketing team can drive measurable business results—without relying on massive headcount or outdated tactics.

In this episode of Tomorrow's Best Practices Today, Cari Jaquet—currently CMO at Normalize (acquired by Proofpoint)—joins us to talk candidly about what it really takes to grow as a marketing leader, navigate shifting company stages, and build high-performing teams. From her early days in demand gen to driving BigPanda's unicorn run, Cari reflects on the inflection points, missteps, and mindset shifts that shaped her career.We dive into:- The surprising power of “doing the work” in early-stage startups.- How to recognize when your company is truly ready for a CMO.- Building marketing from 2 people to 11 during a crisis—and what changed.- The underrated skill of knowing when to abandon a campaign.- Using AI as a creative partner (not a replacement).- Transitioning from VP to CMO: mentorship, scorecards, and honest reflection.- Why empathy for sales and customers still defines great marketing.Show Notes: 00:00 – Intro: Meet Cari Jaquet01:38 – Career Path: From Demand Gen to CMO05:48 – Matching Marketing Skills to Company Stage10:39 – Building a Marketing Team from Scratch15:25 – Market Timing and the BigPanda Unicorn Run18:26 – Creative Campaigns During COVID24:10 – Field Marketing and High-Touch Campaigns26:28 – When to Hire a CMO vs. Go Fractional33:54 – AI in Marketing: Hype vs. Help41:47 – Life Outside the Zoom Box-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----#b2bmarketing #b2b

What does AI mean for B2B marketing strategy today — and how will it transform it tomorrow? Mark Ogne, Chief Marketing and AI Officer at Kompetently, joins Clark Newby for a deep discussion about how AI is reshaping the “how” and “why” of marketing, campaign design, and workforce development.Mark brings a unique perspective as the founder of Simplexity AI and the ABM Consortium, combining decades of experience in large-scale sales, operational leadership, and go-to-market strategy. In this conversation, he outlines how AI is shifting from a tool for efficiency to a force for effectiveness — and why understanding why you do things will matter more than how you do them in an AI-driven world.Show Notes:00:00 — Introduction: Meet Mark Ogne and His Work Across AI and ABM02:24 — Building a Career of Learning and Adaptation04:52 — The Soft Side of AI: How and Why Strategy Matters07:54 — Effectiveness vs. Efficiency: The Trap of Faster Output10:25 — AI as Iron Man's Suit: Extending Human Capability13:43 — Wrapping Technology Around the Person, Not Vice Versa17:39 — Custom AI Models for Deeper Business Impact21:46 — Teaching AI to Connect Complex Ideas and Data25:18 — How to Future-Proof Your Career in an AI-Driven World33:59 — Advice for Executives: Organizational Readiness and Soft Skills-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----#b2bmarketing #b2b

Join Omer Gotlieb, CEO and Co-Founder of Salespeak.ai, as he shares how to transform your buyer's journey and create a valuable experience for both buyers and clients in the B2B industry. Learn how to enhance your business and stand out from the competition by crafting a personalized and effective journey for your target audience. Watch now to take your sales game to the next level! ____ CONNECT with us at: Website: https://leadtail.com/ Leadtail TV: https://www.leadtailtv.com/ LinkedIn: https://www.linkedin.com/company/leadtail/ Twitter: https://twitter.com/leadtail Facebook: https://www.facebook.com/Leadtail/ Instagram: https://www.instagram.com/leadtail/ ____

Join Bryan Kramer in this discussion with Kimberly Storin, Chief Marketing Officer at Zayo Group, and Marla Schilling, Senior Manager of Brand and Content Strategy at Zayo Group, as they explore the intersection of B2B, AI, and marketing. Gain valuable insights into adopting AI tools, fostering trust within your team, and keeping human connections central to your marketing strategy in the age of AI everywhere.

Join us in this enlightening conversation with Donovan, a visionary leader from the CMO Council, as he shares his profound insights on the evolution and future of B2B marketing. In this interview, we talk to Donovan about how B2B marketing has changed and how to be successful as a B2B marketer in 2024. Donovan and Bryan cover topics like: The importance of experiential knowledge and insights The challenges and strategies for fostering effective collaboration between marketing and sales teams The roles of generative AI in marketing operations and strategies in 2024 and beyond Show Notes: 00:00 Intro 00:50 What is the CMO Council? 06:23 Has the CMO role fundamentally shifted in the digital age? 10:38 What are the main challenges between marketing and sales? 20:31 Only 22% of CMOs believe their CFO is very willing to collaborate 25:35 Can Generative AI help with the frictions between sales, marketing and finance? 30:00 Conclusion

AI has changed B2B marketing throughout 2023, and Clare Dorrian wants marketers to use it to empower their teams. Clare Dorrian, CMO at SugarCRM, joins host Bryan Kramer to discuss the new wave of Generative AI; how it can be used in combination with your marketing and sales teams to stand out, how it can eliminate busy work from our day-to-day, common pitfalls, and why the importance of human connection and originality of hand-crafted messages and narratives are not going away anytime soon. --- Timestamps: 00:00 Coming up in this interivew... 00:49 Intro 01:56 How has AI impacted how marketers approach their work? 08:32 Where is the line for the use of generative AI? 12:45 How does a CRM marketing leader see GenAI helping in personalization? 18:46 When does AI and Automation get creepy? 22:10 What does AI mean for marketer's skillsets? 26:18 What are the implications for AI in content creation? 28:50 How does Clare stay connected with her friends and family as a British Ex-Pat?

Isabelle Guis, a marketing expert, CEO, CMO, and lecturer, shares her experiences and insights into the world of B2B marketing and AI. Join our host Bryan Kramer, author of There is No B2B or B2C: It's Human to Human, as they dive into the conversations and questions that marketers are exploring in the age of AI, from data privacy to generative AI and its applications. ____ CONNECT with us at: Website: https://leadtail.com/ Leadtail TV: https://www.leadtailtv.com/ LinkedIn: https://www.linkedin.com/company/lead... Twitter: https://twitter.com/leadtail Facebook: https://www.facebook.com/Leadtail/ Instagram: https://www.instagram.com/leadtail/ ____ 00:00 Introductions

Discover the transformative power of human-centric marketing strategies in the B2B world as we chat with Mariana Cogan. Drawing on her diverse experiences, including a multicultural background from Mexico to Japan, Mariana emphasizes the need to treat B2B customers as human beings. Explore the ways to personalize marketing initiatives and leverage technology to enhance human connections and learn how Mariana is bridging the gap between technical products and personal connections in B2B marketing. ____ CONNECT with us at: Website: https://leadtail.com/ Leadtail TV: https://www.leadtailtv.com/ LinkedIn: https://www.linkedin.com/company/lead... Twitter: https://twitter.com/leadtail Facebook: https://www.facebook.com/Leadtail/ Instagram: https://www.instagram.com/leadtail/ ____ 00:00 Introductions

In this engaging interview with Alex Ortiz, we explore the dynamic relationship between marketing strategy, tactics, and organizational culture, all within the context of the rapidly evolving AI landscape. Discover why a balanced approach is crucial for success in modern marketing, and gain valuable insights on how AI is shaping the future of the industry. ____ CONNECT with us at: Website: https://leadtail.com/ Leadtail TV: https://www.leadtailtv.com/ LinkedIn: https://www.linkedin.com/company/lead... Twitter: https://twitter.com/leadtail Facebook: https://www.facebook.com/Leadtail/ Instagram: https://www.instagram.com/leadtail/ ____ 00:00 Intro 00:54 How Experience As a Mechanical Engineer Led to Being a Marketing Leader 02:50 The Importance of Identity in Alex's Approach 6:59 What Every Startup CEO Should Know About Marketing 13:21 Great Marketing Takes a Village 19:25 What is the Next Phase of AI? 25:33 Outro

In this video, Beth Forester, VP of Marketing at Animoto, provides a compelling reason why your company needs to start using video in your B2B social efforts in the next few years. Beth discusses the importance of video content, how video content can help sell leads and drive more traffic to your website, and how video content can help create a better internal communication experience. If you're not using video in your marketing strategy yet, you're missing out on an incredible opportunity. In this video, Beth Forester from Animoto shares why video is the future of marketing and how you can start using video today to improve your business. ____ CONNECT with us at: Website: https://leadtail.com/ Leadtail TV: https://www.leadtailtv.com/ LinkedIn: https://www.linkedin.com/company/leadtail/ Twitter: https://twitter.com/leadtail Facebook: https://www.facebook.com/Leadtail/ Instagram: https://www.instagram.com/leadtail/ ____ 00:00 Intro 01:23 What's the Best Way to Market a Product Like Animoto? 02:44 What Kind of Challenges do Your Users Have With Creating Video? 03:31 How are Small and Medium-Sized Businesses Using Video in 2023? 05:19 How do You Create Great Quality Video With Speed? 07:24 How can Video Help Humanize Your Brand? 08:54 How do Internal Video vs. External Video Influence One Another? 10:36 What Are The Best Ways to Create Authentic Video Content in B2B Social? 13:01 Does B2B Have a Place on YouTube? 14:13 What Kind of Video Should B2B Focus on in 2023 or Beyond? 17:31 What Would You Suggest People Start Their Video Strategy? 20:03 Beth Forester's favorite Subject for Photography

In this episode, we're talking with Kenny Lee, the VP of Revenue at Seismic, about how the best revenue teams align for success. Seismic is a platform that helps companies build and manage their sales and marketing alignment. Kenny has a lot of experience and knowledge about how to build and manage a successful revenue team, and he's sharing those insights with us in this video. If you're looking to improve your marketing and revenue strategies, then this video is for you! Learn about how to align your sales and marketing efforts and reach your goals in the most effective way possible. ======= Timestamps: 00:00 Intro 01:20 Who is Kenny Lee, and why Seismic? 04:50 How Should Revenue Teams Think About "Success"? 10:14 How Do You Get To Marketing and Sales Alignment? 15:25 What Really is Attribution, and How Should We Use It? 22:47 How Can Marketers Ensure We Keep Human Moments? 27:22 Outro

Kellie Walenciak wants you to start thinking about how you craft your messaging, both internally and externally. Having served as Head of Internal Communications at Avaya and now Head of Communications at Televerde, Kellie knows that it's easy to fall into the trap of making the same tired messaging and not thinking about the human on the other side of the message. Bryan talks to Kellie about messaging internally and externally, why the Televerde second-chance model works, and how Televerde is furthering its mission to help stigmatized groups. ____ CONNECT with us at: Website: https://leadtail.com/ Leadtail TV: https://www.leadtailtv.com/ LinkedIn: https://www.linkedin.com/company/lead... Twitter: https://twitter.com/leadtail Facebook: https://www.facebook.com/Leadtail/ Instagram: https://www.instagram.com/leadtail/

We're so excited to share an episode of our new podcast, Agents of Change. In this show, we interview agency marketers affecting change in their organizations by using best practices. Check out the podcast's full feed on Spotify here, or find the full episodes on our YouTube channel, youtube.com/@leadtail

Building communities is no easy feat. But measuring and testing in a community is even more of an undertaking. Andrew Miller, VP of Marketing at Orbit joins host Bryan Kramer to discuss how to measure community involvement, the overlap between traditional growth marketing and community building, and how organizations can start and scale their community growth efforts. ____ Learn more about the National Down Syndrome Society: https://ndss.org/ Check out Andrew's new start-up, Eudaimonia Health: https://www.eudaimoniahealth.co/ Learn more about Orbit: https://orbit.love/ ____ CONNECT with us at: Website: https://leadtail.com/ Leadtail TV: https://www.leadtailtv.com/ LinkedIn: https://www.linkedin.com/company/leadtail/ Twitter: https://twitter.com/leadtail Facebook: https://www.facebook.com/Leadtail/ Instagram: https://www.instagram.com/leadtail/

The content marketing in B2B is changing. But what will that look like? Evan Kirstel, Top B2B Technology Influencer, joined your host Bryan Kramer to discuss the future of content marketing in B2B, how recycling content is a major opportunity for content creators, and why community will be the key to your marketing strategy moving forward. --- More about Leadtail: https://www.leadtail.com Follow us on social! Twitter: https://twitter.com/Leadtail Linkedin: https://www.linkedin.com/company/leadtail Instagram: https://www.instagram.com/leadtail/

Kelly Seelig, career marketer and current Head of Marketing and Communications at Landing AI, joins us to talk about why startups give great experiences for marketers, why building strong teams and partnerships are huge, and why centering around the customer is foundational to good business.

So you have a great idea, but now you need the talent to get it off the ground - Joyce Yeung, Head of Marketing at Seurat, joined us to talk about she is leveraging what she calls "employee branding" to get a leg up on their competitors when it comes to talent acquisition.

Mark Lerner has embraced his place as a marketer in Product-Led growth. Join us as we discuss how to create a content strategy without content, why product-led growth is so different from inbound marketing, and how Mark has leveraged his company's existing content into an e-book with Hubspot

Is it worth building a community if you don't have one? How can you drive value with virtual events? We had Joshua Zerkel, Head of Global Engagement Marketing at Asana to chat about why they're doubling down on community building, how they're changing and learning from doing over 200 virtual events throughout 2021, and why Joshua only uses one emoji for everything. ___________ Become an Asana Ambassador! https://asana.com/community/ambassadors ___________ Find Joshua on Social https://twitter.com/joshuazerkel https://www.linkedin.com/in/joshuazerkel

It's no secret that selling into the CIO is difficult - Myles Suer, top CIO influencer, joined us to discuss how salespeople can navigate the new world of selling into the CIO, why talking about features is no longer enough, and why it's still important to sell to the people, not just to service the quarterly goals. ---- Find more from Myles: https://www.eweek.com/author/mylessuer/ https://ciochat.live/ https://twitter.com/MylesSuer ---- CONNECT with us at: Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/leadtail/Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/

Every startup wants to achieve growth, but it can be hard to know where to start. We sat down with Holly Roland, CEO of Emerald Hill Marketing, to get her insights. Holly helps startups move upmarket - from selling to small business sales to selling into large enterprises. In this episode, Holly outlines a few strategies and best practices to get from point A to point B, including carving out your niche, aligning your marketing and sales strategy, and truly understanding your buyers' desires. ---- CONNECT with us at: Website: https://leadtail.com/ Leadtail TV: https://www.leadtailtv.com/ LinkedIn: https://www.linkedin.com/company/leadtail/ Twitter: https://twitter.com/leadtail Facebook: https://www.facebook.com/Leadtail/ Instagram: https://www.instagram.com/leadtail/

Good Digital is quickly becoming tablestakes for any business. We sat down with Gunter Reiss, global marketing leader and social marketing evangelist to discuss how social media marketing fits into B2B, his playbook for CMOs in 2021, and why digital marketing is your most important challenge as a marketing leader. Please join me in my interview with Gunter Reiss.

Instead of our regularly programmed show, Tomorrow's Best Practices Today, we're featuring our sister podcast Counterpoint B2B, hosted by Steve Mann. Counterpoint B2B is a show where B2B Marketers discuss, debate, and explore common marketing tradeoffs faced by marketing decision makers. Join host Steve Mann as he invites senior marketers to break down these decisions and helps you come to your own conclusions about each topic.

Every company executive knows what great PR looks like when they see it. But few understand what it really takes to secure that glowing coverage. Ed Zitron, founder of EZPR, knows what it takes, and he's not shy about it. In this episode, Ed and I talk about PR's big PR problem, why journalists don't always make the best PR people, and how to avoid the trap of a mushy middle management structure. We dig into the differences between PR and media relations, and embracing the discussion about how to measure results. ---- CONNECT with us at: Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/leadtail/Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/

Marketing services in B2B is completely different from marketing products in B2B… Or is it? 20 year CMO Mark Waxman came on the show and let us know that that is not completely true. In our conversation, we talked about the real difference between marketing services and products, how to implement a successful social selling program in marketing, and why all marketers are story tellers, regardless of if they work in a corporation, agency, in B2B services or B2B Tech.

The role of the CMO has changed so much in the past 20 years, and Rhoan Morgan has taken a notice. Tune in to hear how this marketing thought leader and serial CMO thinks about marketing from the purview of the C-Suite. If you want to hear more from Rhoan, check out here podcast Revenue Rebels here

Maria Twena has always lived between two worlds. As the child of first generation immigrants she was well aware that life at home was all about how to be a good member of the community, and how to contribute to the collective… while outside the home, she picked up on all the signals about the value of American individualism and self-reliance. Today, Maria heads up the “Consumer X” practice at 9th Wonder, where she helps brands bridge that hybrid space between cultures. With warmth and empathy, she shares some key insights for marketers about how multi-lingual and multi-cultural marketing *really* works, why you might be missing these moments in your general marketing programs, and how to create experiences that speak to your audience in the ways that matter.

Are you a veteran of the War for MQLs? Struggle to get on the same side as your sales team? Wondering if there's any way marketing and sales can ever get along, let alone, succeed together? Nicole Fuselier doesn't just think it's possible, she's turned sales and marketing alignment into her professional superpower. Stay tuned to this episode of Tomorrow's Best Practices Today to learn how she does it, and how you can get your teams aligned and crush your numbers, together.

Kieran Hannon wants marketers to stop talking and start listening - according to him, the voice of the customer is paramount. Tune in to find out how Kieran earned the title of Top 50 most influential CMOs by Forbes.

Michelle is a data-driven marketing executive with experience in multiple startups, global enterprise technology and privately held companies. She is known for exceeding objectives through inspiring teams and the implementation of new strategies, effective processes, innovative campaigns and sophisticated marketing technology.

Daniel Glickman wants to help us all grow.

Cecile Thirion Joins us to tell us about international marketing, community, and mentorship.

Leadtail: We Make Social Work For B2B Brands - https://leadtail.com/ Follow us on Twitter - https://twitter.com/Leadtail Karen is a marketers' marketer. From consumer marketing at Apple in the 90's to leading global marketing organizations at VMWare and Marketo during key chapters in their industry-shaping journeys, Karen has seen marketing from just about every angle. I'm looking forward to hearing her perspective on what she has seen work, what hasn't, and some enduring marketing truths that stand the test of time.

In this episode of Leadtail TV, Bryan and Christina Ellwood discuss how marketing is at the center of the organization and has its hands in everything. Bryan and Christina also talk about how important focus is to aligning the organization, how she builds marketing teams, how she believes more marketers should view the sales funnel, and more.

Steve Mann wants you to realize how much emotions play into any buying decision, B2B or otherwise. Steve explains how he uses emotions in his go to market plan, what he suggests to do in this time of disrupted markets, and how he uses his learnings from marketing and business in the home to help raise his triplets, and how he uses those learnings in the world of business.

Tamara McCleary shares how she thinks about social ROI and gives her tips on the best place to get ROI on social efforts. Bryan and Tamara also ponder common misconceptions on social media, the future of social, and the future of AI and work in an ever-changing world.

In this episode, Carla Johnson asks that marketers start to rethink how they approach marketing within organizations so that they can get a larger platform to stand on. Bryan and Carla also discuss the future of work, how living in a different place can change your marketing and business perspective, and also how marketing can begin to break out of silos that they can so often feel stuck in at big organizations.

Kyle Akerman believes that you should take a Beer and Tacos approach to analytics - enjoy your qualitative and quantitative analyses together. Kyle and Bryan also discuss how his digital psychologist certification helps him daily to help clients understand their customers with context of human rationality and irrationality, how improv comedy and radio DJ'ing has helped Kyle in business, and what dashboards of the future might look like as technology continues to grow.

Ashley Faus wants your content to work less like a linear funnel and more like a playground. Customers should be able to experience your company's content in any order that they see fit, and use it in the ways they find most engaging. Ashley and Bryan also crack into how you can catch someones attention and engage with them, even if you don't have quite the same interests, as well as how your interests outside of work can be applied to your marketing day to day to increase your ability.

In this episode, Garrett Ruiz Shares with us how he's seen account based marketing transform throughout his career. Garret and Bryan also discuss how Garrett's time as a Court Researcher has informed his perspective on marketing and how its conducted, as well as how he, as a content marketer, wrestles with data and KPIs.

Karen Hayward, managing partner of Chief Outsiders, discusses what it means to have a Big M marketing strategy that is backed with data, plans, and actually executes vs. random acts of marketing. Karen and Bryan also explore how to build a powerhouse marketing department, the definition of a fractional CMO, and how to take learning from working across different countries and applying those learnings to your business.