Modern Day Marketer

“I think AI is not the future. Human-led content is the future. Authentic stories are the future,” says Tim Rath, co-founder and CEO of YOYABAIn this episode of The Content Cocktail Hour, Tim Rath, co-founder and CEO of YOYABA, joins Jonathan to discuss the rise of revenue marketing—and why it's much more than a buzzword. From co-founding an agency with his dad to working with powerhouse brands like HubSpot and Personio, Tim shares what it really takes to scale smartly in today's B2B environment. He also explains why marketing teams need to think beyond MQLs and focus on what actually drives revenue, retention, and growth.In this episode, you'll learn:How revenue marketing shifts focus from lead gen to business outcomesThe importance of product-market fit and message-market fitThe underrated power of personal branding in a noisy AI-driven worldResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Explore AudiencePlus: https://audienceplus.comConnect with Tim on LinkedIn: https://www.linkedin.com/in/timrathofficial/ Explore YOYABA: https://www.yoyaba.com/ Timestamps:(00:00) Intro(03:52) The concept of revenue marketing(07:22) Aligning marketing and sales for success(12:20) The role of brand marketing(13:37) Keys to rapid business growth(17:01) Founding a business with family(18:32) Building a marketing career from scratch(19:58) AI is not the future

“Don't ask for the meeting. People aren't dumb. Your job is to help them do theirs better,” says Mason Cosby, CEO and co-founder of Scrappy ABMIn this episode of The Content Cocktail Hour, Jonathan Gandolf sits down with Mason Cosby, CEO and co-founder of Scrappy ABM, to break down what account-based marketing really looks like without six-figure software. Mason shares how his team generated $3M in revenue in 18 months using little more than a podcast and LinkedIn—and why most companies get ABM wrong by focusing on tools instead of strategy. He also outlines the criteria for who should and shouldn't be running ABM, and how aligning with finance, sales, and customer success is the real game-changer.In this episode, you'll learn:Why tooling isn't what makes or breaks your ABM program—and what actually doesHow to build a content-led ABM engine using what you already haveThe critical signals that mean your company is (or isn't) ready for ABMResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Explore AudiencePlus: https://audienceplus.comConnect with Mason on LinkedIn: https://www.linkedin.com/in/masoncosby/ Explore Scrappy ABM: https://scrappyabm.com Timestamps:(00:00) Intro(01:20) Marketing insights(01:49) The essence of Scrappy ABM(04:01) Building effective ABM programs(16:28) The role of content in ABM programs(16:56) Starting with what you have(19:23) Mapping content to buyer journeys(26:43) Don't ask for the meeting

“You can't expect customers to come back if they're not getting a good experience,” says Christian Burne, CTO of OshynIn this episode of The Content Cocktail Hour, Jonathan Gandolf sits down with Christian Burne, CTO of Oshyn, to explore the world of digital trust and its critical role in creating exceptional website experiences. From performance and accessibility to security, Christian explains how companies can build trust with their users by focusing on these three key pillars.Christian shares insights from Oshyn's Digital Trust Index, which measures how well websites perform across these areas, and discusses why companies with the best security scores aren't always excelling in other areas. He also explores the implications of headless websites, sharing when they make sense and when they might not be the right fit for every business. The conversation touches on how small adjustments can make a big difference in customer experience and why prioritizing digital hygiene is more important than ever.In this episode, you'll learn:Why security alone isn't enough for a great website experienceHow the Digital Trust Index helps brands measure their online performanceWhen to choose headless websites—and when to reconsiderResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Explore AudiencePlus: https://audienceplus.comConnect with Christian on LinkedIn: https://www.linkedin.com/in/christianburne/Explore Oshyn: https://www.oshyn.com/Check out the Oshyn Digital Trust Index: https://lp.oshyn.com/o/oshyn-digital-trust-index-report/Analyze your site's performance using Oshyn's AI-Enabled Reliability Report: https://www.oshyn.com/reliability-report?utm_source=chatgpt.comTimestamps:(00:00) Intro(01:12) Christian's role at Oshyn and the Digital Trust Index(03:00) The importance of performance, accessibility, and security(06:10) When headless websites make sense(09:30) Key findings from the Digital Trust Index report(12:20) Measuring what matters in web performance(15:00) The role of AI in web experiences(17:00) What companies often overlook in their websites

“The easiest and most reliable way to get amazing talent is to work with your network and your employees' networks,” says Emeric Ernoult, co-founder and CEO of AgorapulseIn this episode of The Content Cocktail Hour, Jonathan Gandolf sits down with Emeric Ernoult, co-founder and CEO of Agorapulse, to explore the power of leveraging social media and networks to build a successful business. Emeric shares how his journey as a SaaS entrepreneur has led him to discover the critical role that social media plays in attracting top talent, driving brand awareness, and generating quality leads.From Agorapulse's early product-led growth to its transformation into a marketing and sales-led company, Emeric discusses how the company shifted its approach and why leveraging your employees and their networks is key to achieving greater success. He also shares his unique take on why branding is just as important as lead generation and how the right social media strategies can yield impressive results.In this episode, you'll learn:How to effectively leverage your employees' networks to hire top talentWhy social media isn't just about posting content, but about creating genuine connectionsThe balance between branding and lead generation in B2B marketingResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Explore AudiencePlus: https://audienceplus.comConnect with Emeric on LinkedIn: https://www.linkedin.com/in/ernoult/Explore Agorapulse: https://www.agorapulse.com/Timestamps:(00:00) Intro(01:10) Emeric's background and entrepreneurial journey(03:00) The evolution from product-led to marketing and sales-led at Agorapulse(06:45) The importance of leveraging your employees' networks for growth(10:20) Balancing branding with lead generation(13:30) Measuring social media success and ROI(17:10) The future of social media marketing in B2B(21:00) Key lessons learned from failures and successes in business

“People relate to people, not tasting notes,” says Haley Moore, founder of AcquireIn this episode of The Content Cocktail Hour, Jonathan Gandolf welcomes Haley Moore, founder of Acquire, to explore the intersection of hospitality and B2B marketing. From her Michelin-star sommelier roots to reimagining virtual and in-person events for top brands, Haley shares how human connection—not decks or tasting notes—is the key to unforgettable customer experiences.She shares her belief that the best events aren't necessarily the biggest or most expensive—they're the most personal. Haley breaks down why surprise-and-delight isn't just a hospitality trick, but a scalable B2B strategy, and why the smallest gestures often make the biggest impressions.In this episode, you'll learn:How Acquire brings Michelin-level hospitality to virtual and in-person B2B eventsWhy personalization at scale beats templated “event in a box” strategiesThe power of follow-up: what happens after the event matters mostResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Explore AudiencePlus: https://audienceplus.comConnect with Haley on LinkedIn: https://www.linkedin.com/in/haley-moore-9606711a6/Explore Acquire: https://acquire-wine.com Timestamps:(00:00) Intro(01:15) Haley's journey in the restaurant business(02:01) The birth of Acquire during the pandemic(02:25) The evolution of virtual events(03:13) The magic of wine and storytelling(05:33) Jonathan's background and insights(08:52) The power of hospitality in business(15:44) Learnings about founding and scaling a business(18:50) How salespeople are missing what actually matters

“Video is a tool for democratizing creative storytelling,” shares Drew Brucker, Director of Brand & Content at GoldcastIn this episode of The Content Cocktail Hour, Drew Brucker, Head of Brand and Content at Goldcast, shares how B2B marketing has evolved in a video-first world, and why companies can no longer afford to avoid using video as a key content strategy. Drew discusses Goldcast's shift from being an event platform to a comprehensive B2B video content solution, and how AI is playing a huge role in making video production more accessible and scalable for marketers. He explores the power of video for building mindshare, the importance of creating memorable content, and why marketers need to adapt to the growing trend of video-first strategies.In this episode, you'll learn:Why video-first content strategies are the future of B2B marketingHow to leverage AI to make video production more efficientThe shift from transactional marketing to relationship-building with mindshareResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Explore AudiencePlus: https://audienceplus.comConnect with Drew on LinkedIn: https://www.linkedin.com/in/drewbrucker/Explore Goldcast: https://goldcast.ioExplore Content Lab: https://www.goldcast.io/contentlab Timestamps:(00:00) Intro(01:33) Drew's journey and Goldcast's evolution(03:00) The role of AI in content creation(06:00) Shifting to a video-first content strategy(10:00) Building mindshare with video(14:20) Why marketers need to rethink ROI(17:00) The impact of video on brand awareness(20:00) Tips for successfully integrating video in B2B marketing

“Great content is content that's worth 10x the reader's time,” says Ryan Allis, CEO and Founder of SaasRiseIn this episode of The Content Cocktail Hour, Ryan Allis, Founder of SaasRise, shares the playbook behind scaling a content-led B2B growth engine in 2025. He breaks down why traditional inbound and SEO strategies are losing steam, and how AI-personalized outbound and ABM are becoming the new standards for driving qualified leads.Ryan also walks through his weekly content creation workflow, SaasRise's approach to LinkedIn thought leadership, and the underrated power of tracking content impressions across every touchpoint.In this episode, you'll learn:Why inbound marketing and SEO need a major update in the age of AIHow SaasRise uses AI-personalized outbound to achieve high-performing lead genWhat a modern B2B content machine looks like and how to build one from scratchResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Explore AudiencePlus: https://audienceplus.comConnect with Ryan on LinkedIn: https://www.linkedin.com/in/ryanallis/Explore SaasRise: https://www.saasrise.com/Timestamps:(00:00) Intro(03:52) Inbound marketing is losing ground(06:31) Reaching cold leads that convert(11:28) How Ryan creates weekly content fast(13:18) Why AI outbound works better now(16:20) What Ryan tracks across all channels(21:38) AI emails are driving most leads

“Marketers are sociologists. We see the entire market. Sales are psychologists. They focus on one thing in front of them,” shares Nadia Davis, VP of Marketing at CaliberMindIn this episode of The Content Cocktail Hour, Nadia Davis, VP of Marketing at CaliberMind, unpacks the realities of ABM, revenue marketing, and why marketing leaders need to align with the language of the boardroom. Nadia shares how ABM has always existed—long before platforms tried to "productize" it—why MQLs aren't actually dead, and the biggest mistake companies make when implementing account-based strategies.She also explores the operational side of marketing, offering insights on why instrumentation and process matter just as much as creativity, and how marketers can set themselves up for success when stepping into new leadership roles.In this episode, you'll learn:Why ABM isn't as new as people think—and how to actually make it workHow to prove marketing's value in the boardroom and tie impact to revenueThe biggest tech trap ABM marketers fall into—and how to avoid itResources: Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Explore AudiencePlus: https://audienceplus.com Connect with Nadia on LinkedIn: https://www.linkedin.com/in/nadiadavis/ Explore CaliberMind: https://www.calibermind.comTimestamps:(00:00) Intro(01:33) Nadia's marketing journey and insights(03:56) The evolution and misconceptions of ABM(05:16) Defining ABM and its practical applications(08:21) Challenges and strategies in ABM implementation(15:28) Tracking success in ABM and marketing(20:35) Nadia's first 90 Days at CaliberMind(23:41) Why MQLs aren't dead

“The smartest brands are the ones rallying people around a cause—not just selling a product.” says Karthi Ratnam, Co-Founder of Audience HausIn this episode of The Content Cocktail Hour, Karthi Ratnam, co-founder of Audience Haus, joins Jonathan Gandolf to explore the power of Movement Marketing in B2B. Karthi shares how brands can break free from the “sea of sameness” by building authentic, engaged communities that drive lasting demand.She talks about why founder-led movements are the future of B2B marketing, how human psychology plays a crucial role in brand-building, and why traditional marketing tactics are failing in today's landscape. Karthi also discusses the role of AI in sales and marketing, explaining how businesses can leverage AI while keeping human connection at the core of their strategies.In this episode, you'll learn:Why Movement Marketing is the key to standing out in B2BHow AI can enhance, not replace, human-led marketingThe importance of founder-led sales and why leaders should be the face of their brandResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Explore AudiencePlus: https://audienceplus.comConnect with Karthi on LinkedIn: https://www.linkedin.com/in/karthiratnam/Explore Audience Haus: https://www.audiencehaus.com/Timestamps:(00:00) Intro(01:12) What is Movement Marketing?(03:28) Why traditional B2B marketing is failing(06:45) The psychology behind movement-driven branding(10:02) The rise of founder-led sales and why it matters(14:30) How AI can support human-first marketing(19:20) The challenges of building a brand-led community(24:05) Karthi's unpopular opinion on B2B marketing

“You wouldn't send your AI to a sales dinner to close a deal. You would still go, but the AI can do so much work for you to prepare and even get you that dinner.” says Garrett Scott, VP of Marketing at Bounti.aiIn this episode of The Content Cocktail Hour, Garrett Scott, VP of Marketing at Bounti.ai joins Jonathan Gandolf to discuss how AI is reshaping B2B sales and marketing. Garrett shares insights on how AI augments—not replaces—human decision-making, how Bounti.ai approaches go-to-market strategies, and why personalization and efficiency are the keys to success in the evolving AI landscape.Garrett also dives into the practical ways AI enhances marketing workflows, from eliminating the “blank page” problem to accelerating content production, and explains why the future isn't just about AI—it's about the synergy between AI and human expertise.In this episode, you'll learn:How AI can eliminate the “blank page” problem and accelerate content creationWhy AI should be used to augment human decision-making rather than replace itThe strategy behind Bounti.ai's unique approach to launching multiple AI-driven brandsResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Explore AudiencePlus: https://audienceplus.comConnect with Garrett on LinkedIn: https://www.linkedin.com/in/garrettscott/Explore Bounti.ai: https://bounti.aiTimestamps:(00:00) Intro(01:09) AI's role in marketing(01:56) The human touch in AI(03:29) AI in sales and marketing(08:13) Bounti Labs' unique approach(13:25) Using AI in daily marketing tasks(15:15) Challenges and success metrics(19:01) Skepticism about LinkedIn

“Social media programs that are built solely for driving awareness are almost always destined to fail, not because they don't achieve their objective, but that they are almost always misaligned,” says Darien Payton, founder and CEO at AntidoteIn this episode of The Content Cocktail Hour, Darien Payton, Founder and CEO of Antidote, challenges the way B2B brands think about social media. Darien breaks down why social media should drive demand—not just awareness—and why creativity is the key to capturing attention and fueling pipeline growth. Darien introduces the concept of Creative Demand, shares real-world examples of unconventional marketing tactics, and explains why taking a clear stance in content is the most effective way to stand out.In this episode, you'll learn:Why traditional social media strategies in B2B are failing—and how to fix themHow Creative Demand combines storytelling and strategy to drive revenueThe role of strategic campaigns in turning social into a demand engineResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Explore AudiencePlus: https://audienceplus.comFollow Darien on X: https://x.com/DarienPaytonConnect with Darien on LinkedIn: https://www.linkedin.com/in/darienpayton/Explore Antidote: https://www.antidotemedia.co/Timestamps:(00:00) Intro(01:18) Creative demand explained(03:18) The role of creativity in demand generation(06:14) Successful creative campaigns(08:10) Social media strategies for B2B(14:56) Converting social media into demand(18:47) Misalignment of social media and business objectives

“The minute you put down a sales motion on paper, it's already broken. Like it's no longer relevant, right? It's no longer relevant because your buyer has moved on,” says Ashar Rizqi, co-founder at Bounti.ai.In this episode of The Content Cocktail Hour, Matt Cooley and Ashar Rizqi, co-founders of Bounti.ai, break down the evolving landscape of B2B go-to-market strategies and how AI is shifting the way businesses acquire and engage customers. They share why traditional BDR motions are failing, why agility beats enterprise sales, and how their AI-powered approach is scaling smarter, not harder. They talk about the dangers of AI-generated content flooding marketing channels, why email as a sales tool might be dying, and how product-led strategies are the future of B2B growth.In this episode, you'll learn:How Bounti.ai is building an alternative to enterprise sales motionsWhy AI-driven content saturation could kill email and web marketingThe role of proprietary AI models in reshaping sales and marketingResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Explore AudiencePlus: https://audienceplus.comConnect with Matt on LinkedIn: https://www.linkedin.com/in/matt-cooley-12b2682/Connect with Ashar on LinkedIn: https://www.linkedin.com/in/ashar-rizqi-6614487/Explore Bounti.ai: http://Bounti.aiTimestamps:(00:00) Intro(01:06) Why traditional go-to-market strategies are broken(04:14) The problem with forecasting in sales(06:32) How Bounty AI automates sales prospecting and outreach(09:46) Why AI should focus on delighting customers, not just efficiency(14:16) The impact of AI on buyer behavior and marketing channels(19:33) Why B2B sales needs a new model

“People read three-star reviews. They don't read five-star reviews. People are looking for truth. They're looking for actual helpful content, and nothing's five stars,” says Allyson Havener, CMO at TrustRadiusIn this episode of The Content Cocktail Hour, Allyson Havener, CMO at TrustRadius, explores how reviews, AI, and data-driven content are shaping modern B2B marketing. Allyson shares why quality beats quantity when it comes to reviews, how TrustRadius is setting the industry standard for authenticity in customer voice, and why proprietary data is a brand's secret weapon in the age of AI. She also offers her unique perspective on why CMOs, not CROs, should lead go-to-market teams and how aligning marketing with finance is a game-changer.In this episode, you'll learn:Why TrustRadius rejects nearly half of its submitted reviews to maintain quality and credibilityHow AI is affecting buyer trust—and how businesses can protect their content from becoming commoditizedThe hidden power of proprietary data and how it fuels content, product, and marketing strategyResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Explore AudiencePlus: https://audienceplus.comConnect with Allyson on LinkedIn: https://www.linkedin.com/in/allyson-havenerExplore TrustRadius: https://www.trustradius.comTimestamps:(00:00) Intro(01:16) Understanding TrustRadius(02:04) Balancing vendor and buyer solutions(04:54) The importance of quality reviews(05:53) Philosophy and strategy at TrustRadius(08:52) AI's role in reviews(12:39) TrustRadius' data-driven content strategy(17:32) The value of content marketing(23:38) Why CMOs may be better suited to lead revenue teams

“Identify the things that are eating away at people's time to do the jobs that they are getting paid to do,” says Josh Carter, Senior Director of Demand Generation at PavilionIn this episode of The Content Cocktail Hour, Josh Carter, Senior Director of Demand Generation at Pavilion, explores the unique challenges of marketing a professional membership community. Josh shares how Pavilion approaches demand generation differently than traditional B2B companies, why referrals are their most powerful growth engine, and how AI is transforming both internal efficiency and the buyer experience. He also explains the crucial role of a brand in long-term marketing success and why companies need to rethink how they leverage AI in their content strategies.In this episode, you'll learn:Why referrals drive 60-70% of Pavilion's new memberships - and how they activate that channelHow AI is helping sales teams personalize outreach and improve conversion ratesThe role of brand investment in building long-term demand and trustResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Explore AudiencePlus: https://audienceplus.comConnect with Josh on LinkedIn: https://www.linkedin.com/in/joshcarter1116Explore Pavilion: https://www.joinpavilion.com/2024 B2B Buying Disconnect Report by TrustRadius and Pavilion: https://www.joinpavilion.com/resource/trustradius-2024-b2b-buying-disconnect-reportTimestamps:(00:00) Intro(02:00) Understanding Pavilion's unique DemandGen approach(04:06) The role of AI in Pavilion's sales process(04:57) Optimizing the sales funnel with AI(06:02) Leveraging AI for personalized marketing(15:17) Building a centralized AI knowledge repository(17:29) Balancing AI and brand authenticity(21:55) The importance of brand in B2B marketing

“If you're a content marketer, it's probably the golden era of your practice coming, because creativity is going to be rewarded,” says Anthony Kennada, Founder and CEO of AudiencePlusIn this episode of The Content Cocktail Hour, Anthony Kennada, founder and CEO of AudiencePlus, breaks down a major announcement—the merger of AudiencePlus and The Juice. They discuss how this game-changing move brings together two companies that were tackling the same challenge from different angles, ultimately empowering B2B marketers to create, distribute, and convert content more effectively than ever before. Jonathan and Anthony explore the state of B2B marketing today, why traditional lead-generation tactics are failing, and how AI, first-party data, and owned media are shaping the future. In this episode, you'll learn:Why traditional inbound marketing is broken—and what's replacing itHow first-party data and AI are reshaping B2B content strategiesThe real reason brand and demand should never be separateResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Connect with Anthony on LinkedIn: https://www.linkedin.com/in/akennadaExplore AudiencePlus: https://audienceplus.comTimestamps:(00:00) Intro(01:27) Why the old marketing playbook no longer works(07:36) The myths and realities of multi-touch attribution(13:30) The role of AI and first-party data in marketing's future(15:41) The real reason marketing budgets get cut(21:10) The dark social dilemma: Can it actually be tracked?(22:15) How AudiencePlus and The Juice are combining forces

“I've actually had folks critique me on like, ‘Why are you Do I Need SEO if you believe in video so much?' I'm trying to like, lead the charge and letting folks know—YouTube is SEO,” says Devin Pickell, Founder at Do I Need SEOIn this episode of The Content Cocktail Hour, Devin Pickell, founder at Do I Need SEO, breaks down the deep secrets of B2B marketing that most brands overlook. Devin shares how brands can harness YouTube as an SEO powerhouse, why video is the missing piece in most content strategies, and how audience engagement drives real business results. He also explains why AI-driven content might already be losing its edge and how brands can stay ahead by focusing on human-first, authentic content.In this episode, you'll learn:Why YouTube is an untapped SEO goldmineHow video content impacts brand trust and discoverabilityThe real reason AI-generated content is losing engagementResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with Devin on LinkedIn: https://www.linkedin.com/in/devin-pickell/Explore Do I Need SEO: https://www.doineedseo.com/Timestamps:(00:00) Intro(01:06) Devin's background: From SEO to video marketing(07:42) Why YouTube is an SEO powerhouse for B2B brands(11:49) How video builds trust and engagement(13:03) AI content fatigue and the need for human-first content(16:29) The role of audience retention in content success(25:00) How brands can repurpose video content for maximum reach

"I think in 2025, you should market your product before you sell it, before you build it. You start with demand as the top of the funnel," says Amos Bar-Joseph, CEO of Swan AIIn this episode of The Content Cocktail Hour, Amos Bar-Joseph, CEO of Swan AI, joins Jonathan Gandolf to discuss the evolving landscape of B2B sales and marketing in the age of AI. Amos shares his perspective on why traditional go-to-market strategies are outdated and how companies should shift their focus to marketing first, then sales, then product.In this episode, you'll learn:Why founder-led marketing should be a top priority for B2B startupsHow AI can enhance human relationships rather than replace themWhy marketing should come before sales and product in today's go-to-market strategyResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice: https://www.thejuicehq.com/Connect with Amos on LinkedIn: https://www.linkedin.com/in/amos-bar-joseph-5a665a142/Check out Swan AI: https://www.getswan.com/Timestamps(00:21) Intro(00:21) Intro(01:21) Amos' entrepreneurial journey(02:11) The philosophy behind Swan AI(03:52) The importance of talent in startups(05:07) Marketing first approach(07:58) Humanity in AI: A new perspective(15:14) Founder-led marketing insights(18:53) The overemphasis on growth at all costs

“Attribution isn't about proving marketing's worth—it's about doing better marketing,” says Drew Smith, Founder and CEO of AttributaIn this episode of The Content Cocktail Hour, Drew Smith, Founder and CEO of Attributa, talks about the real secrets behind marketing attribution—beyond the hype and LinkedIn hot takes. Drew shares why most companies struggle with attribution, the biggest misconceptions about multi-touch tracking, and why the credit game between marketing and sales is a losing battle. He also unpacks the complexities of dark social, self-reported attribution, and how businesses should rethink their approach to tracking marketing success.In this episode, you'll learn:Why marketing attribution should never be about claiming creditHow to ask the right questions before investing in attribution toolsWhen your company actually needs multi-touch attribution (and when it doesn't)Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with Drew on LinkedIn: https://www.linkedin.com/in/drewsmitty/Explore Attributa: https://attributa.io/Timestamps:(00:00) Intro(02:14) Why most marketers struggle with attribution(07:36) The myths and realities of multi-touch attribution(11:45) The real reason marketing budgets get cut(15:29) The dark social dilemma: Can it actually be tracked?(21:10) Self-reported attribution vs. data-driven tracking(24:42) Why playing the credit game will hurt your marketing team(28:15) Final thoughts and takeaways

“Be strategic. Say no to things. Less is more,” says Aneesh Lal, Founder of the Wishly GroupIn this episode of The Content Cocktail Hour, Aneesh Lal, Founder of the Wishly Group, shares his journey from media sales to building a successful creator talent agency. Aneesh talks about how brands can leverage multi-channel, multi-month strategies to create lasting audience connections. He also emphasizes the value of strategic brand partnerships, creator empowerment, and avoiding the pitfalls of overextending on brand deals.In this episode, you'll learn:Why creators should focus on fewer, higher-value brand dealsThe importance of multi-channel strategies in influencer marketingHow to measure success and build trust in creator-brand partnershipsResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with Aneesh on LinkedIn: https://www.linkedin.com/in/aneeshlal/Explore the Wishly Group: https://www.wishlygroup.ca/Timestamps:(00:00) Intro(01:01) Aneesh's career journey and starting the Wishly Group(06:33) Less is more when it comes to brand deals(07:43) Multi-channel influencer marketing strategies(10:24) How to measure success in brand collaborations(18:19) The future of B2B influencer marketing on LinkedIn

“If you don't have anything interesting to say, people won't care, no matter how good your targeting is,” says Kae Neskovic, Executive Creative Director at SupersideIn this episode of The Content Cocktail Hour, Kae Neskovic, Executive Creative Director at Superside, talks about how branding is evolving in the face of competition and the integration of AI in creative workflows. Kae explores the balance between creativity and efficiency in a resource-constrained marketing landscape, sharing insights into how Superside invests in building brand foundations that drive long-term success. She also highlights the growing importance of human connection in B2B marketing and the rising demand for authentic, people-driven brand strategies.In this episode, you'll learn:Why branding is more important than ever in a competitive B2B marketHow AI complements creativity without replacing the human touchThe value of creating communities and fostering authentic connectionsResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with Kae on LinkedIn: https://www.linkedin.com/in/koviljka/Explore Superside: https://www.superside.com/Timestamps:(00:00) Intro(01:05) From agency life to Superside(03:50) Navigating the pressures on creative teams(06:34) Using AI to streamline workflows and amplify creativity(12:35) Brand as a driver of efficiency(18:37) Remote work and its impact on collaboration(25:35) Building communities through authentic marketing

“If partnerships aren't a top priority, maybe revenue isn't either,” says Tyler Calder, CMO at PartnerStackIn this episode of The Content Cocktail Hour, Tyler Calder, Chief Marketing Officer at PartnerStack, talks about the evolving role of partnerships in B2B marketing. Tyler shares his approach to redefining partnerships as a key driver of indirect revenue, explains why companies should shift focus from tactics to outcomes, and explores the parallels between partnerships, marketing, and entrepreneurship. He highlights how PartnerStack applies its own principles, from co-marketing to account-based strategies, and why bias toward action is essential for success.In this episode, you'll learn:Why partnerships are more than just integrations—they're about indirect revenueHow to align partnerships with business outcomes, from awareness to revenueThe importance of balancing long-term strategy with short-term actionResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Tyler on LinkedIn: https://www.linkedin.com/in/tyler-calder/Explore PartnerStack: https://partnerstack.com/Timestamps:(00:00) Intro(02:39) Defining partnerships as indirect revenue(06:28) Aligning partnerships with strategic business outcomes(10:45) Why revenue should drive partnership priorities(14:12) Balancing short-term wins and long-term partnership goals(19:36) PartnerStack's partnership-driven marketing strategy

“If you haven't figured out what your customers actually care about and what they connect with, you're just not allowed to use AI,” says Hiba Amin, Founder at Sandia ConsultingIn this episode of The Content Cocktail Hour, Hiba Amin, content consultant and founder of Sandia Consulting, shares her unique “Shrek AI Framework,” emphasizing why finding your core story is essential before leveraging AI in marketing. Hiba talks about her personal journey of going “mini-viral” on LinkedIn, the importance of balancing creativity and technology, and why scaling without quality is a recipe for failure. She also explains how marketers can find small wins with AI, avoid burnout, and embrace fun and authenticity in their work.In this episode, you'll learn:Why you must define your core message before using AI for scalabilityHow the Dunning-Kruger effect applies to AI adoption in marketingPractical ways to start small with AI and build your confidenceResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Hiba on LinkedIn: https://www.linkedin.com/in/hibaamin/Timestamps:(00:00) Intro(02:39) The Shrek AI Framework(06:28) What “Finding Your Shrek” means(10:45) Why Marketers Should Limit AI Dependence(14:12) How to use AI without losing your soul(19:36) How Hiba balances creativity, fun, and authenticity

"Your post doesn't just need to be the best post out there. It needs to be better than all of the posts that are on the first search results page," says Ben Kazinik, Sr. SEO Manager at monday.comIn this episode of The Content Cocktail Hour, Ben Kazinik, Senior SEO Manager at monday.com, explains why success in SEO writing comes from a mix of strategic content creation and thoughtful optimization. Ben breaks down the power of manual research, shares how tools like Ahrefs and Phrase.io uncover SEO gaps, and stresses the value of internal linking to boost rankings. He also discusses how AI is shifting search results and what marketers must do to adapt. In this episode, you'll learn:How to strike the right balance between creating and optimizing SEO content Why manual research is crucial for outperforming competitors Practical ways to improve SEO with tools, internal links, and targeted strategies Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Ben on LinkedIn: https://www.linkedin.com/in/ben-kazinik/Check out monday.com: http://monday.comCheck out SEO Bros: https://www.youtube.com/@seo-brosTimestamps:(00:00) Intro(03:42) How to create competitive SEO content(05:35) New content vs optimizing content for SEO(10:37) Inside monday.com's content team structure(13:08) PLG vs sales-led content strategy differences(14:19) How AI is changing SEO performance(16:19) Top SEO tools for small businesses(19:26) The SEO Bros and their roast series

“People are going to talk about you whether you're in the room or not. Why not take a proactive approach and help augment that narrative?” says Gianna Scorsone, COO and co-founder at Champion HQIn this episode of The Content Cocktail Hour, Gianna Scorsone, Co-Founder & COO at Champion HQ, talks about the importance of focusing on customer retention, cross-functional alignment, and leveraging AI to identify your brand advocates. She also talks about her experience scaling businesses from $5M to $100M, the value of customer-led growth, and why SaaS organizations often overcomplicate their approach to growth.In this episode, you'll learn:Why customer marketing is the voice of the customerHow AI-powered tools can identify champions and drive advocacyThe key to aligning teams for sustainable growthResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with Gianna on LinkedIn: https://www.linkedin.com/in/giannascorsone/Learn more about Champion HQ: https://www.championhq.com/Timestamps:(00:00) Intro(01:05) Gianna's journey from sales leader to co-founder(05:30) Why customer retention is key to growth(08:06) From start up to scale up(09:53) Creating marketing strategies based on your customer base(12:04) Identifying your ‘champion' users(13:29) Leveraging AI to identify and nurture customer champions(16:45) The best customer marketing campaign(20:10) Breaking free from the hamster wheel of traditional growth strategies

“We've started to create a flywheel with AI workflows—connecting sales, marketing, and everything in between,” says Nathan Thompson, Head of Content Strategy at copy.aiIn this episode of The Content Cocktail Hour, Nathan Thompson, Head of Content Strategy at copy.ai, explains how AI workflows are reshaping marketing and copywriting. Nathan shares his journey from building scrappy, organic content strategies to leading innovative, AI-driven processes at copy.ai. He explains why the future of AI in marketing isn't just about generating text but about connecting strategies, breaking silos, and creating cohesive workflows.In this episode, you'll learn:Why AI workflows outperform task-based tools like ChatGPTHow to break data silos and align sales and marketing through AIPractical ways to use AI for thought leadership, SEO, and campaign executionResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with Nathan on LinkedIn: https://www.linkedin.com/in/nathan-likes-writing/Learn more about copy.ai: https://www.copy.ai/Timestamps:(00:00) Intro(01:13) Nathan's journey in content strategy and AI(05:57) Why workflows are the future of marketing(10:42) Breaking silos between sales and marketing with AI(15:20) How to create authentic thought leadership content at scale(20:45) The role of AI in building personalized campaigns(24:50) Nathan's advice for marketers starting with AI

“Today, the best content is super fun. Don't be afraid to let your brand freak flag fly,” says Rob Carpenter, Founder of AudienceLedIn this episode of The Content Cocktail Hour, Rob Carpenter, founder of AudienceLed, shares his journey from being a marketing leader to launching AudienceLed, a service helping B2B companies navigate a new era of audience-driven growth. Rob explains the evolution of marketing strategies, the diminishing returns of old playbooks, and why brands must embrace community-led and creator partnerships to build trust and relevance. He also gives practical advice on co-marketing, why fun and authenticity are key to standing out, and the importance of collaboration in today's visible markets.In this episode, you'll learn:What “audience-led growth” means and why it's vital todayHow brands can co-create meaningful campaigns with creatorsWays to make your marketing fun, engaging, and impactfulResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with Rob on LinkedIn: https://www.linkedin.com/in/robmcarpenter/Learn more about AudienceLed: https://www.audienceled.com/Timestamps:(00:00) Intro(01:27) Rob's journey to founding Audience Led(05:33) Why traditional marketing playbooks no longer work(09:40) Audience-led growth: how it works and why it matters(14:15) Co-marketing and building authentic relationships with creators(19:51) The power of fun and creativity in marketing(24:00) Rob's thoughts on B2B influencer strategies

“If you do that in a kind of fake way, people are going to smell it from a mile away. Their BS radars are going to go off,” says Shawnie Hamer, Director of Brand and Content Marketing at CrossbeamIn this episode of The Content Cocktail Hour, Shawnie Hamer, Director of Brand and Content Marketing at Crossbeam, tells us how Crossbeam uses Ecosystem-Led Growth to strengthen partnerships and create authentic, value-driven content. Shawnie shares her unique journey from academia to content marketing leadership and emphasizes the importance of aligning marketing efforts with customer trust. She also talks about the misconceptions around AI in content creation and highlights the irreplaceable value of human creativity.In this episode, you'll learn:What Ecosystem-Led Growth is and how it empowers go-to-market strategiesWhy authentic content outperforms keyword-focused traffic tacticsHow to create content that earns trust and delivers real valueResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with Shawnie on LinkedIn: https://www.linkedin.com/in/shawniehamer/Explore Crossbeam: https://www.crossbeam.com/Timestamps:(00:00) Intro(01:06) Shawnie's background: From teaching to content marketing(07:42) The power of trust in Ecosystem-Led Growth(11:49) Aligning with larger brands authentically(13:03) Quality vs. quantity in content strategy(16:29) Listening to customers to create impactful content(25:00) Why AI won't replace authentic content creation(26:34) Crossbeam's new website and interactive elements

“Sponsor is not a dirty word. And I think that when it's handled correctly, it can be very effective,” says Aaron Leeder, VP of Partnerships & Alliances at PavilionIn this episode of The Content Cocktail Hour, Aaron Leeder, VP of Partnerships & Alliances at Pavilion, shares the art of balancing sponsorships with community building. Aaron explains how Pavilion prioritizes member-first values while creating meaningful partnerships with brands. He also explores the value of unique activations like salon dinners and the shifting impact of event sponsorships in cultivating genuine connections. From creative event strategies to building favorability within a community, Aaron highlights the importance of long-term relationship building in today's marketing landscape.In this episode, you'll learn:Why sponsorships can enhance both member and sponsor experiencesHow to balance sponsorship revenue without compromising community valuesThe power of creative activations like dinners and social experiencesResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with Aaron on LinkedIn: https://www.linkedin.com/in/aaronleeder/Learn more about Pavilion: https://www.joinpavilion.com/Timestamps:(00:00) Intro(01:13) Aaron's unique path from music to partnerships at Pavilion(05:29) Balancing member-first values with sponsorship strategies(10:17) The ROI of creative activations like salon dinners(14:42) Tips for maximizing sponsorships(18:32) Creating amazing customer experiences through salon dinners(20:26) Long-term thinking in sponsorship and relationship building

“AI makes content creation easier, but curating the right information at the right time is what truly drives success,” says Jesse Bourgeault-Trickey, Global Deployment Manager at HappeoIn this episode of The Content Cocktail Hour, Jesse Bourgeault-Trickey, Global Deployment Manager at Happeo, talks about the challenges and opportunities of knowledge management and intranet systems. Drawing from his extensive experience, Jesse shares why aligning HR, IT, and Ops creates a “three-legged stool” for efficiency, how AI is transforming intranet functionality, and why curation is now more critical than content creation. He also explains the impact of knowledge systems on employee retention and how proactive strategies can help organizations avoid costly inefficiencies.In this episode, you'll learn:How AI-powered knowledge engines close content gapsThe ROI of self-serve intranets in reducing redundanciesWhy shared ownership leads to successful intranet adoptionResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with Jesse on LinkedIn: https://www.linkedin.com/in/jessebtrickey/Learn more about Happeo: https://happeo.com/Timestamps:(00:00) Intro(01:25) The importance of shared ownership in intranet success(04:10) How AI is transforming knowledge management(08:45) Proactive vs. reactive approaches to intranet adoption(12:30) The ROI of reducing redundancy through self-serve systems(17:20) Creating feedback loops for internal and external insights(21:40) Curation vs. content overload: Striking the right balance

“The distance between passable and great content is enormous—and only creativity can bridge the gap,” says David Ebner, President at Content Workshop.In this episode of The Content Cocktail Hour, David Ebner, President at Content Workshop, explores the future of B2B content marketing and why creativity and storytelling matter more than ever in the era of AI writing. He shares insights on balancing measurable outcomes with bold ideas, the limitations of AI in storytelling, and how to create campaigns that resonate emotionally with your audience. David and Jonathan also recount their LinkedIn campaign experiment and discuss the role of influence, collaboration, and choosing the right medium for content creation.In this episode, you'll learn:Why taking creative risks leads to memorable contentHow to leverage co-creation and influence in your campaignsThe difference between “passable” and “great” contentResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with David on LinkedIn: https://www.linkedin.com/in/davidjebner/Learn more about Content Workshop: https://contentworkshop.com/Timestamps:(00:00) Intro(01:13) Why creativity is essential in measurable marketing(03:34) Leveraging storytelling to build emotional connections(07:24) Why AI struggles with great storytelling (12:12) The viral LinkedIn campaign experiment(17:38) The value of influence and co-creation in marketing(22:08) Bold ideas vs. safe strategies

“The thing with territory planning is that people think of it as boring and terrible, I wanted the whole thing to have good energy, like a Corona commercial,” says Kevin Davis, Co-Founder and CEO of BoogieBoardIn this episode of The Content Cocktail Hour, Kevin Davis, Co-Founder and CEO of Boogie Board, shares his journey from sales leader to startup founder and how his company is reimagining territory planning. Kevin explores the evolving challenges of territory design in a hybrid world, the intersection of account-based marketing and sales strategies, and the importance of aligning internal teams around customer focus. Kevin also talks about the value of open-sourcing internal resources and how it's helped his team create meaningful content for both internal use and external distribution.In this episode, you'll learn: How to align your sales territories with your marketing strategies How open-sourcing content can help small businesses and teams grow Lessons from launching a startup in a rapidly changing environmentResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with Kevin on LinkedIn: https://www.linkedin.com/in/kevinboogie/Learn more about BoogieBoard: https://boogieboard.ai/Timestamps:(00:00) Intro(01:13) Kevin's journey from sales to startup founder(05:29) The evolution of sales territories in a hybrid world(07:33) Aligning sales territories and marketing strategies(10:18) The overlap of account-based marketing and territory design(17:10) Open-sourcing content for business growth(20:44) Transitioning to a founder-led strategy

“If you want your content to resonate, you need to understand your audience deeply and craft your message with intention,” says Tommy Walker, Founder of The Content StudioIn this episode of The Content Cocktail Hour, Tommy Walker, Founder of The Content Studio, shares some valuable marketing insights from their “State of Discontent” report on content marketing. He reveals why understanding audience motivations, conducting meaningful research, and prioritizing creative fulfillment are essential for creating content that truly connects with your audience. Tommy also discusses how the report's findings can guide marketers toward more effective strategies in 2024 and beyond.In this episode, you'll learn:Key challenges facing content marketers and how to overcome themThe role of audience research in driving authentic engagementPractical steps for improving creative satisfaction and executionResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/Check out The Juice HQ: https://www.thejuicehq.com/Connect with Tommy on LinkedIn: https://www.linkedin.com/in/tommyismyname/Learn more about The Content Studio: https://www.thecontentstudio.com/Timestamps:(00:00) Intro(03:14) Why content marketers feel “disconnected”(07:45) The importance of audience research(12:18) How to balance creativity with leadership expectations(15:40) The juiciest insights from the “State of Discontent” report(19:02) Strategies for content marketing success in 2024 and beyond

“Content isn't just a lead magnet, it's a strategic tool that can guide prospects at every stage of the buyer journey,” says Tom Rudnai, CEO of Demand-Genius. “In this episode of The Content Cocktail Hour, Tom Rudnai, CEO of Demand-Genius, discusses how high-value content drives revenue, and how we can effectively attribute our content to business growth. He shares insights from his background in media and B2B SaaS on redefining content marketing strategies, revealing how Demand-Genius uses content to close gaps in the buyer journey. Tom also talks about the compelling shifts in content creation, and why engaging your sales team as content “connectors” can make all the difference.In this episode, you'll learn:How to turn B2B content into a revenue-driving assetWhy traditional metrics often miss the mark on measuring content effectivenessPractical tips for using AI and SEO strategies for high-impact contentResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Tom on LinkedIn: https://www.linkedin.com/in/tom-rudnai-0539b6151/Check out Demand-Genius: https://www.demand-genius.com/Timestamps:(00:00) Intro(02:46) The content strategy shift from branding to revenue(06:32) The role of content in guiding buyers through the funnel(10:18) Using data for content attribution and measurement(14:05) Why AI is reshaping SEO and content distribution(17:45) Empowering sales with content as “information connectors”

"There's two ways to be creative: you can sing and dance, or you can create environments where singers and dancers can flourish. I'm the second," says Patrick Reynolds, CMO at BlueConicIn this episode of The Content Cocktail Hour, our guest is Patrick Reynolds, CMO of BlueConic. Patrick shares how BlueConic leverages first-party data to build tailored, empathetic customer experiences during busy shopping seasons like Black Friday. He also talks about his insights on the evolving role of AI, which helps marketers focus on creativity and strategy by automating repetitive tasks, and explains why the best marketing often works quietly in the background, enhancing customer engagement without overshadowing it.In this episode, you'll learn:How to use first-party data to create personalized experiences that resonate with customers during high-stakes shopping seasonsThe importance of balancing data-driven insights with empathy to better serve consumersWhy AI can be a game-changer in freeing marketers to focus on strategic, creative workResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Patrick on LinkedIn: https://www.linkedin.com/in/patreynolds/Check out BlueConic: https://www.blueconic.com/Timestamps:(00:00) Intro(03:24) Black Friday and Cyber Monday strategies(04:37) The importance of empathy in marketing(08:29) Leveraging customer data for better marketing(10:20) Balancing data and creativity in marketing(17:40) Content strategy and measurement(20:46) The role of AI in modern marketing(23:43) Why marketing should be invisible to the consumer

"If you want to portray your message exactly the way your brand would say it, then use your brand to say it. If you want to use an influencer to say it, then you need to let that person shine through. Otherwise, your content won't work," says Tanya Alain, VP of Marketing at UpfluenceIn this episode of The Content Cocktail Hour, Tanya Alain, VP of Marketing at Upfluence, shares the key strategies that make influencer marketing a brand game-changer. She breaks down the dos and don'ts of partnering with influencers, from finding voices that resonate with your brand's audience to letting the influencer's authenticity shine for stronger engagement. She also talks about how they do influencer marketing at Upfluence and how AI may change the way we do influencer marketing and content marketing in general.In this episode, you'll learn:Effective strategies for making influencer marketing successfulHow influencer authenticity can help your brand succeedHow AI is reshaping content marketing and what that means for influencer marketingResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Tanya on LinkedIn: https://www.linkedin.com/in/tanya-alain/Check out Upfluence: https://www.upfluence.com/Timestamps:(00:00) Intro(02:59) What is influencer marketing(05:31) Balancing brand voice and influencer authenticity(08:34) How to get started with influencer marketing(10:53) How Upfluence does influencer marketing(15:32) The future of influencer marketing with AI

“Now, where we feel pretty strongly and what we kind of benchmark this company against is we still believe humans need to do two core things. They need to be the creatives and the strategists,” says Elaine Zelby, CRO and co-founder at TofuIn this episode of The Content Cocktail Hour, Elaine Zelby, CRO and Co-founder of Tofu, shares her journey from biomechanical engineering to growth marketing and founding a top-of-funnel platform. She discusses why many B2B companies face challenges with tool overload and siloed workflows, as well as how AI and automation can rebundle and streamline marketing efforts for leaner, more efficient teams. Elaine also explores how content serves as the backbone of marketing strategy, emphasizing its role across every funnel stage.In this episode, you'll learn:How Tofu is redefining top-of-funnel strategies with a unified platform approachWhy many companies struggle with too many tools and data silosPractical AI applications for automating and scaling marketing tasksResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Elaine on LinkedIn: https://www.linkedin.com/in/elainezelbyCheck out Tofu: https://www.tofuhq.com/Timestamps:(00:00) Intro(07:32) The role of content in marketing(09:37) AI's impact on creative work(10:29) Getting started with AI(12:34) Exploring AI opportunities in professional life(13:21) Practical applications of AI in marketing(14:25) Rebundling AI for marketing efficiency(14:59) Solving tool fatigue for growth teams(18:10) Innovative uses of AI in content marketing

"A fractional CMO can be incredibly effective and can get you where you want to go far faster than going through the entire process of hiring a VP who you might fire in nine months anyway," says Shannon Curran, CMO & Advisor at SSC ConsultingIn this episode of The Content Cocktail Hour, Shannon Curran, Fractional CMO & Advisor at SSC Consulting, shares what life as a fractional CMO looks like and how this growing trend is reshaping marketing for early-stage B2B companies. Shannon explains why more founders are turning to fractional CMOs to scale faster and make smarter marketing decisions. She also gets into strategies for founder storytelling and effective budgeting for your marketing campaigns.In this episode, you'll learn:Why founders might want to hire fractional CMOs for more effective marketing strategiesKey marketing strategies for scaling early-stage companies The role of founder storytelling in brand growthResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Shannon on LinkedIn: https://www.linkedin.com/in/shannon-sweeny-curran-55332942/Check out SSC Consulting: https://sscconsulting.io/Timestamps(00:00) Intro(03:42) Current budgeting and planning trends in marketing(10:12) Differentiating founder brand from company brand(15:23) Aligning content strategies with your brand(16:20) Corporate content strategy vs. Founder content strategy(18:18) Transitioning to Fractional CMO(21:12) Challenges of becoming a fractional CMO(24:23) Fractional CMO vs. VP of Marketing

"Usually it starts with a pilot campaign, and that means that you're not trying to validate that ABM works. What you're really trying to do is to create a repeatable model,” says Vincent DeCastro, President at ABM AgencyIn this episode of The Content Cocktail Hour, Vincent DeCastro, President of ABM Agency, explains the foundations of Account-Based Marketing (ABM) and why it's a game changer for B2B marketers. He walks through the process of building focused target account lists and outlines the importance of aligning your ABM efforts with business objectives. Vincent also highlights the value of first-party intent data in understanding when an account is truly in-market, and shares advice on how to successfully align sales and marketing teams. Lastly, he offers a thoughtful perspective on why third-party intent data can be unreliable.In this episode, you'll learn:The steps to building an effective ABM strategyWhy first-party intent data is key to ABM successHow to align sales and marketing around ABM goalsResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Vincent on LinkedIn: https://www.linkedin.com/in/vincentdecastro/Check out ABM Agency:https://abmagency.com/Timestamps(00:00) Intro(03:19) The rise and misconceptions of ABM(06:53) Effective ABM strategies(09:30) Building a target account list for ABM(11:57) Reverse engineering in ABM(13:21) Who should own ABM?(15:02) In-house vs. outsourced ABM(15:31) ABM maturity model(18:24) The role of third-party intent data

"That's how everyone should approach working with AI SDRs. You have to experiment. There is no rule of thumb on how to build things when you're launching AI outreach," says Alina Karnaukh, Head of Marketing at AiSDRIn this episode of The Content Cocktail Hour, Alina Karnaukh, Head of Marketing at AiSDR, shares how AI SDR technology is transforming sales and marketing efforts. Alina talks about the rise of AI-powered sales agents, the balance between human SDRs and automation, and how AiSDR uses AI to scale outreach while keeping campaigns personal. She also highlights the importance of experimentation and how marketers can refine their strategies in a fast-paced industry.In this episode, you'll learn:How AI SDRs can streamline sales outreach and save time on repetitive tasks The balance between human SDR personalization and AI automation Strategies for experimenting and scaling AI-powered marketing campaigns Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Alina on LinkedIn: https://www.linkedin.com/in/alinakarnaukh/Check out AiSDR: https://aisdr.com/Timestamps(00:00) Intro(02:43) Exploring the world of AI SDRs(05:11) Why AiSDR still values the work of human SDRs(10:50) How AiSDR creates their own marketing content(19:56) Tips to getting started with AI SDRs(21:05) Creating standout content by being vulnerable

“We believe that education is a tool for growth, whether that be personal growth, professional growth, growth of a business or growth of a person. And that's the umbrella that we sit under,” says Christie Horsman, VP of Marketing at ThinkificIn this episode of The Content Cocktail Hour, Christie Horsman, VP of Marketing at Thinkific, explains how customer education can play a key role in growing your funnel. She shares how Thinkific strategically uses long-form content and repurposes it to maximize its value. Christie also highlights Thinkific's unique branding approach and emphasizes why focusing on quality over quantity in content creation is the smarter way to go.In this episode, you'll learn:How customer education impacts every stage of the funnelStrategies to make your content do more with lessUsing courses as a content format for brandsResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Christie on LinkedIn: https://www.linkedin.com/in/christie-e-horsman/Check out Thinkific: https://www.thinkific.com/Timestamps:(00:00) Christie and her work at Thinkific(04:28) How customer education affects your funnel(12:06) Creating content with many use cases(17:20) Thinkific's branding and sub-branding strategy(25:17) Your content needs to do the heavy lifting

“It was just a nightmare operationally to pack boxes and go to the post office. And so I dreamed of a better solution and here we are today. And we've had almost 300 million spent on our platform,” says Kris Rudeegraap, Co-CEO & Co-Founder at SendosoIn this episode of The Content Cocktail Hour, Kris Rudeegraap, Co-CEO & Co-Founder at Sendoso, discusses how gifting can be a game-changer in your outbound marketing strategy. He explores why outbound marketing remains relevant and how personalized gifting can strengthen customer engagement. Kris also explains how Sendoso helps both small and large businesses streamline their gifting efforts, while also addressing the impact of AI in improving marketing efficiency.In this episode, you'll learn:Why gifting works as a key outbound strategy for marketersHow AI is transforming outbound marketing and the SDR roleWays to simplify gifting operations for companies of all sizesResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Kris on LinkedIn: https://www.linkedin.com/in/rudeegraap/Check out Sendoso: https://www.sendoso.com/Timestamps:(00:00) Intro(01:43) Loving the pain point that you're solving(07:41) Gifting and direct mail post-pandemic(11:35) How outbound continues to change with AI(15:38) Why gifting isn't a silver bullet(18:25) The secret power of product marketing in B2B

"When the leaders are hands-on, the teams go faster, their companies grow faster, and they get the respect from their team," says Manoj Ramnani, Founder & CEO at SalesIntelIn this episode of The Content Cocktail Hour, Manoj Ramnani, Founder & CEO at SalesIntel, discusses the latest trends in go-to-market strategies and the impact of founder-led growth. He explains SalesIntel's approach to budget allocation and highlights the importance of staying actively involved in both content and product development. Manoj also offers a clear perspective on the growing Martech landscape and how leaders can find the best strategies to make their companies grow.In this episode, you'll learnHow staying involved as a founder, especially in content creation and product development, can lead to more effective go-to-market strategiesSalesIntel's approach to allocating its go-to-market budgetWays to build a strong and robust pipelineResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Manoj on LinkedIn: https://www.linkedin.com/in/manojramnani/Check out SalesIntel: https://salesintel.io/Timestamps(00:00) Meet Manoj Ramnani, CEO of Sales Intel(05:06) SalesIntel's strategy for allocating its go-to-market budget(08:50) The strength of founder-led growth(09:58) Why Manoj stays involved in SalesIntel's code and engineering(12:12) Is the B2B and data market truly crowded?

"If AI is making your work more creative and more beautiful, get on board," says Jen Rapp, Chief Marketing Officer at SupersideIn this episode of The Content Cocktail Hour, Jen Rapp, Chief Marketing Officer at Superside, discusses the future of B2B marketing, emphasizing the importance of creativity and AI in creating more engaging content. Jen explains how businesses can shift away from traditional, cold approaches by learning from B2C and D2C brands, making their content more human and relatable. She also shares insights from her time at Patagonia and discusses the role of AI in improving operational efficiency.In this episode, you'll learn:Integrating AI into your work and how it can boost operational efficiencyWhy you should start creating content like B2C and D2C brandsAI isn't a replacement for human creativity but a tool that enhances itResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Jen on LinkedIn: https://www.linkedin.com/in/jen-rapp-3234aa10/Check out Superside:https://www.superside.com/Timestamps(00:00) Jen's work at Patagonia and background(07:40) “Creative is the new targeting”(11:54) How AI boosts efficiency and creativity(17:08) Repurposing content using AI(25:08) What B2B can learn from B2C and D2C brands

"Now more than ever, personalizing content experiences, personalizing marketing, showing people that you know them, and making sure that the stuff that you put out couldn't have been put out by anyone else is critical," says Jeff Coyle, Co-Founder and Chief Strategy Officer at MarketMuseIn this episode of The Content Cocktail Hour, Jeff Coyle, Co-Founder and Chief Strategy Officer at MarketMuse, talks about how marketers can create standout content by combining AI-driven insights with human creativity. We also discuss why understanding your audience is more critical than ever in the age of AI and discuss how content quality is evolving with emerging technologies.In this episode, you'll learnThe cost of building and commoditizing AIWhy personalizing your content and demonstrating a deep understanding about your audience can make all the difference in content creation and marketingInsights on MarTech and how this can influence content creation, quality, and strategies in the futureResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Jeff on LinkedIn: https://www.linkedin.com/in/jeffcoyle/Check out MarketMuse:https://www.marketmuse.com/Timestamps(00:00) Intro(09:04) Pros and cons of being an early AI adopter(16:50) The cost of building AI tech, Commoditizing AI(17:34) How content quality will evolve as we adopt new tech(23:07) Good or bad, all content matters(24:07) If you're a good writer, you're the most important person in the room(29:33) OpenAI's path to a trillion-dollar future

“I don't think AI is gonna replace content managers and people who are coming up with the ideas and actually fleshing them out, especially in B2B," says Jeremy Collier, Content Marketing Manager at ActiveCampaignIn this episode of The Content Cocktail Hour, Jeremy Collier, Content Marketing Manager at ActiveCampaign, talks about how AI and innovative SEO strategies are shaping the future of content marketing. Jeremy also takes us along on his inspiring career journey, from his early days as a video game tester to his current role at ActiveCampaign. He also explains the power of incorporating emotional appeal into B2B content, and how his team at ActiveCampaign approaches content creation.In this episode, you'll learn:Using AI for research, outlines, and drafting, especially for listicles and experimentsThe importance of personal connection in B2B marketing to enhance engagementAdapting to SEO changes and search behavior to maintain content visibilityResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Jeremy on LinkedIn: https://www.linkedin.com/in/jeremycollier2011/Check out ActiveCampaign: https://www.activecampaign.com/Timestamps:(00:00) Intro(05:17) The rise of generative AI in content marketing(10:04) Content marketing process at ActiveCampaign(12:13) Adapting to keyword shifts and search engine evolution(16:22) Jeremy's career path from video games to marketing(18:49) How to break into content marketing(20:47) Emotion in B2B marketing

"Right at the point when you're feeling exhausted and really bored about promoting a piece of content is right when the market is actually starting to see it," says Adam Sockel, Content Marketing Lead at OrumIn this episode of The Content Cocktail Hour, Adam Sockel, Content Marketing Lead at Orum, talks about the world of content creation and strategy, revealing why he believes the key to memorable content is to be "anything but boring." Adam shares how he navigates the relationship between sales and marketing to the practicalities of running large-scale surveys. He also discusses the importance of maintaining a cohesive brand voice and the real power of proprietary data in content marketing.In this episode, you'll learn:The value of being memorable over being flawlessHow to ensure that your sales development team is consistently aligned with your content strategyInvesting in unique, proprietary data can deliver extraordinary ROIResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Adam on LinkedIn: https://www.linkedin.com/in/adam-sockel/Check out Orum: https://www.orum.com/Timestamps:(00:00) Avoiding apathy in marketing strategy(05:38) The impact of centralized customer marketing on sales(12:52) How to create and measure content success(23:07) Why outbound is not dead

“Your biggest opportunity is your existing content. Keep optimizing it and making it better,” says Salvatore Surra, Director of SEO & Content at Seamless.AIIn this episode of The Content Cocktail Hour, Salvatore Surra, Director of SEO & Content, talks about his top strategies for creating high-impact, SEO-rich content that stands out in a sea of AI-generated content. He walks us through how SEO and search engines have evolved over the years and explains why quality content is still more valuable than quantity. Sal also highlights the invaluable role of the human touch in the writing process, showing how it can help improve search rankings while ensuring your brand's voice remains genuine, relatable, and uniquely human.In this episode, you'll learn:The evolution of SEO strategies and search engines through the yearsHow to blend automation with human creativity in content writingReal-world content and SEO strategies that works in today's AI-powered worldResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Sal on LinkedIn: https://www.linkedin.com/in/salsurra/Check out Seamless.AI: https://seamless.ai/homeTimestamps:(01:29) Why optimizing existing content is your biggest opportunity(10:17) The changing landscape of SEO(18:21) How Seamless.AI boosted SEO with quality content(21:29) The value of the “human touch” in content writing(22:14) How to re-optimize your existing content(27:01) AI for efficiency, not creativity

"We try to do as much as we can to really elevate customer voice and let the customer voice do the talking for us, which is something that we suggest companies do," says Kristi Gamboni, Sr. Integrated Marketing Manager at TrustRadiusIn this episode of The Content Cocktail Hour, Kristi Gamboni, Senior Integrated Marketing Manager at TrustRadius, shares her insights on creating impactful B2B marketing content that effectively engages audiences without breaking the bank. Kristi talks about leveraging user-generated content, the importance of non-promotional, thought-out content, and innovative approaches like the 'Reviews After Dark' project. She also highlights the significance of brand awareness and cost-effective strategies in both physical and virtual events, advocating for creative and lean marketing practices to enhance brand visibility and engagement.In this episode, you'll learn:The importance of creating non-promotional, thoughtful content to engage audiences Whether it's a high-profile event or a lean, strategic initiative, maximizing exposure can be achieved on any budgetSuccess in social media and events often comes down to the power of collaboration Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Kristi on LinkedIn: https://www.linkedin.com/in/kristigamboni/Check out TrustRadius' website: https://www.trustradius.com/Timestamps:(00:00) How to create non-promotional content that engages(02:50) TrustRadius' use of software reviews for B2B content success(05:58) The power of events in marketing(10:11) How to measure success in content and events(15:03) Inside TrustRadius' 'Reviews After Dark' series(19:52) How to make a big impact on a small budget

"If you build that brand trust, everything else is going to start to follow," says Carol Howley, Chief Marketing Officer at ExclaimerIn this episode of The Content Cocktail Hour, Carol Howley, CMO at Exclaimer, discusses the essential role of brand and content in B2B marketing. Drawing from her extensive experience in both demand generation and brand marketing, Carol highlights how Exclaimer navigated a challenging market to double its ARR in two years. She and Adam explore the strategic value of rebranding, building trust, and balancing brand with demand. Carol also addresses the evolving role of content in marketing and shares insights into the underinvestment in brand due to its historically difficult ROI justification.In this episode, you'll learn:Content drives both brand and demand generation, powering all marketing effortsBuilding trust and emotional connections boosts buyer confidence and long-term successGathering insights through tools, events, and community refines your strategy for better resultsResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Carol on LinkedIn: https://www.linkedin.com/in/carolhowley/Check out Exclaimer: https://exclaimer.com/Timestamps:(00:00) How Exclaimer doubled ARR with brand and demand strategy(04:02) Balancing brand and demand(06:55) The importance of brand investment(10:31) Content as the foundation of marketing(15:02) The rebranding journey at Exclaimer

"It's that fun balancing act of which one do we want to succeed versus which one is succeeding? And then taking a look and saying, do we need to promote more the one that we want to succeed?" says Matt Lyman, VP of Demand Generation at LeanDataIn this episode of The Content Cocktail Hour, Matt Lyman, VP of Demand Generation at LeanData, draws from his diverse background in marketing, project management, and theater to enhance his demand generation and brand-building strategies. We talk about his controversial views on Marketing Qualified Leads (MQLs), discussing why they shouldn't be the primary KPI, and the role of actionable playbooks in event management. Matt also share his insights on balancing demand generation with brand integration, highlighting effective content strategies, repurposing, and customer engagement.In this episode, you'll learn:Use MQLs as signals, not primary KPIs. Focus on leads, account interactions, pipeline, and revenue for better performance tracking.Efficient demand generation boosts brand visibility, and strong branding enhances demand efforts. Both should work together seamlessly.Continuous iteration and repurposing of content, informed by data, can significantly improve engagement. Try different formats to see what resonates best.Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Matt on LinkedIn: https://www.linkedin.com/in/mattlyman/Check out LeanData's website: https://www.leandata.com/Timestamps:(00:00) How brand and demand gen work together for business growth(03:25) LeanData's approach to efficient marketing(13:43) The synergy between brand and demand generation(18:22) The importance of content in deal cycles(19:28) How to repurpose content for better engagement(23:24) Leveraging playbooks for strategic positioning(25:13) Why MQLs aren't dead in B2B marketing

"I think one of the misconceptions around research is that it's got to be this long, formalized process that takes months and maybe a lot of budget. And I think that just kind of scares people away from the idea, or at least makes it something that you just want to put off indefinitely," says Clay Ostrom, Founder and Brand Strategist at Map & FireIn this episode of The Content Cocktail Hour, Clay Ostrom, Founder and Brand Strategist at Map & Fire, talks about the importance of customer research, debunking myths about it being costly or time-consuming, and shares practical examples from his career. He shares his insights on why external perspectives are crucial for effective brand positioning and discusses the value of "how-to" content in engaging audiences. Plus, we talk about practical applications of Artificial Intelligence in business, specifically how AI can optimize narrow, binary tasks.In this episode, you'll learn:Create "how-to" content tailored to specific job functions to boost engagement and click-through ratesUtilize external consultants for brand positioning to overcome internal biases and gain deeper insightsBegin with targeted customer research to shape content and positioning strategies efficientlyResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Clay on LinkedIn: https://www.linkedin.com/in/clayostrom/Check out Map & Fire: https://mapandfire.com/Timestamps:04:46 Boosting your brand with celebrity endorsements09:20 The crucial role of research and customer understanding17:39 Insights from diverse brand research19:24 The impact of AI on marketing24:30 Effective B2B content strategies27:50 The Importance of external perspective