15 minutes of concentrated analysis and advice from B2B marketing, sales and product leaders and startup founders.
Episode SummaryThis episode explores the nuances of scaling demand generation strategies from startups to established organizations. Lily Youn highlights the importance of building a strong foundation through account-based strategies, data hygiene, and team alignment. She discusses the differences between startup scrappiness and scale-up structure, the role of AI in demand generation, and how to identify quick wins for immediate impact. Lily also shares actionable insights for optimizing conversions, improving CRM processes, and fostering collaboration across teams..Key TakeawaysFoundation is EssentialSuccess in demand generation starts with targeting the right accounts, as they form the base of effective strategies.Alignment Creates MomentumRegular, agenda-driven meetings with key stakeholders help ensure seamless collaboration between sales and marketing.AI as an Efficiency DriverAI tools can streamline personalization, simplify content operations, and elevate demand gen workflows.Data Hygiene is Non-NegotiableClean, well-structured CRM data is critical for reliable reporting and scalability across company stages.Startup vs. Scale-Up DynamicsStartups require focused ICP development, while scale-ups demand scalable processes and systems.Quotes"Targeting the wrong prospects is the single biggest challenge in B2B sales today."Best Moments (01:37) – Lily shares her career journey from BDR to demand generation leader, reflecting on early lessons in scrappiness and resourcefulness.(04:50) – The critical role of account-based strategies and why a strong foundation starts with the right ICP.(07:20) – Navigating startup-to-scale-up transitions and the importance of scalable processes and clean CRM data.(12:07) – Leveraging tech and AI to enhance efficiency in demand generation and content operations.(14:00) – Lily's focus on alignment, OKRs, and communication as keys to success in scaling demand gen teams.Tech RecommendationsWorkBoard – For setting and tracking OKRs to maintain team alignment and prioritize business goalsZoomInfo Co-Pilot – An AI-powered tool for streamlining demand gen efforts and improving account targeting.Asana – A project management solution to enhance productivity and maintain focus on KPIs.Resource RecommendationsBooks:Reset: How to Change What's Not Working by Dan Heath – A guide for improving leadership practices and daily operations.Shout-OutsShannon Hawari - Head of Growth @ elvexGraham Collins - Head of Partnerships at QuotaPathAbout the GuestLily Youn Jaroszewski is the VP of Demand Generation and Revenue Marketing at Aprimo, the leading digital asset management technology for marketing and customer experience departments.Her experience in B2B and B2C tech companies includes building demand generation teams and quota capacity models to support AEs from Seed-Funded to Public companies.Website: aprimo.comConnect with Lily.
Episode SummaryIn this provocative and insightful episode, OnBase host Chris Moody reunites with Lukas Egger to discuss one of the most talked-about frontiers in business innovation: agentic AI. Lukas explores how companies can move beyond demos and hype to implement AI in ways that reshape business models and unlock new value creation.Key TakeawaysPrioritizing Agentic AI: Leaders must prioritize agentic AI for business preparedness due to the significant investment and potential for new value creation.Understanding Misconceptions: It's crucial to recognize the "Jagged Frontier of AI," where AI's capabilities are counterintuitive, and avoid the "Lego brick fallacy," which assumes AI can be simply plugged into existing processes.Lowering Cost of Failure: To confidently adopt AI, businesses must systematically lower the cost of failure, iterate quickly, and democratize the process.Data-Driven Insights: Robust data and real answers are essential for understanding the ROI and impact of AI changes on business processes, systems, and people.Competitive Advantage: Instead of focusing solely on common AI use cases, businesses should identify their unique, unfair advantages and engage in rapid iterations and customer conversations to discover differentiating functionalities.Integrated Innovation: Marketing, sales, and business development should be involved early in the AI innovation process to ensure that new solutions align with market needs and monetization strategies.Beyond Peacocking: Avoid simply "peacocking" with AI by replicating what others are doing; instead, focus on deep integration and solving real business problems.Best Moments 02:00 – Lukas describes his nonlinear path from philosophy and startups to enterprise innovation at SAP.05:00 – The promise of agentic AI: opening up new domains for value creation and strategic repositioning.10:00 – Breaking down misconceptions: why traditional planning fails in the face of fast-moving AI.15:00 – Lowering the cost of failure and why “small wins” are key to long-term adoption.20:00 – Avoiding AI homogeneity: how to resist the urge to copy competitors and build a real moat.26:00 – Implementing AI at scale in large organizations: the hidden value of domain expertise and transparency.32:00 – The behaviors leaders must change to avoid missing the AI wave entirely.38:00 – Why marketers and sales teams must embed in AI development—early and often.Shout-outsHelen and Dave Edwards, Co-Founders of Artificiality Institute who discuss the emotional components of AI technology.Peter Temes, Founder and President, ILO Institute, for his deep understanding of basicAbout the GuestLukas N.P. Egger leads the Innovation Office & Strategic Projects team at SAP Signavio, where he focuses on de-risking new product ideas and establishing best-in-class product discovery practices. With a successful track record in team building and managing challenging projects, Lukas has expertise in data-driven technology, cloud-native development, and has created and implemented a new product discovery methodology. Excelling at bridging the gap between technical and business teams, he has worked in AI, operations, and product management in fast-growth environments. As a founder, he has experience building lean and iterating quickly to create saleable software with limited resources while fostering loyalty. Lukas has movie credits for his work in Computer Graphics research, published a book on philosophy, and is passionate about the intersection of technology and people, regularly speaking on how to improve organizations.Connect with Lukas.
Episode SummaryThis episode dives deep into the heart of creativity in B2B marketing as Jeff and Carman illuminate the power of bold ideas in revitalizing campaigns. From the challenges of standing out in a "sea of sameness" to the unique opportunities presented by AI, the duo shares actionable insights on rethinking how brands engage, differentiate, and capture attention in complex B2B environments. Learn how to leverage concepts like the "Big Long Idea," champion creativity, and foster meaningful connections with your audience.Key TakeawaysMove Beyond the "Sea of Sameness": Creativity provides the differentiation needed to stand out in saturated markets like manufacturing.The Big Long Idea Framework: A strategy focused on developing campaign platforms that can scale and endure over time (3-5 years), providing consistency across touchpoints.The Role of AI in Creativity: While AI offers tools to streamline processes, the human element remains crucial to driving authentic creativity.Listening as a Competitive Edge: Out-listening your competitors can generate fresh ideas and create meaningful customer campaigns.Revitalize Through Buy-In: Achieving alignment from stakeholders is essential; nurture collaboration among marketing, sales, and leadership to ensure bold campaigns succeed.QuotesThe biggest challenge for creativity is the modern worship at the altar of technology. We've traded bold ideas for efficiency." - Jeff White"Happier people make better products, and better products make happier people. That's creativity in a nutshell." - Carman PirieBest Moments (06:50) – Differentiating in Bland Markets : Jeff and Carman discuss how creativity can help brands stand out in heavily regulated and saturated industries like packaging and manufacturing.(12:30) – The Big Long Idea Explained : A deep dive into the "Big Long Idea" framework, showcasing how it provides consistency and creativity for campaigns that last 3-5 years.(15:45) – Happiness in the Making : A case study on how creative insights led to a powerful tagline and campaign essence for a contract manufacturer.(24:11) – Out-Listening Competitors : Carman shares how listening to customers and competitors can unlock fresh, creative ideas for campaigns.(36:40) – Courage to Pick Up the Phone : A discussion on the importance of direct conversations for both marketers and sales professionals to gain valuable insights.Shout-OutsUna De Boer - CMO, WhiteWater West Industries Ltd.About the GuestJeff White: the co-founder of Kula Partners, an agency designed to help leading manufacturers digitally transform their marketing and sales. A User Experience (UX) and usability expert, Jeff began building sites for the web over 25 years ago. He leads the design and development practice at Kula Partners. Several years ago, Jeff returned to NSCAD University as a sessional professor, bringing his understanding of web standards to a new generation of design students.A passionate advocate for usability and an open web that is accessible to everyone, Jeff frequently speaks on web design, usability, accessibility, marketing, and sales at events such as HubSpot's Inbound conference.Connect with Jeff.Carman Pirie: the co-founder of Kula Partners, an agency built to help leading manufacturers digitally transform marketing and sales to deliver more leads, close more prospects, and grow their competitive edge. Over his nearly three decades in marketing and communications, Carman's career has taken him from the halls of Canada's Parliament to various client-side and agency-side marketing leadership roles. Along the way, he has advised Fortune 100 clients, governments, and non-profit organizations. At Kula Partners, Carman serves as lead marketing and sales counsel to the firm's diverse range of North American manufacturing clients.Connect with Carman.Website: kulapartners.com
Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Jacek Materna as they explore how account-based marketing (ABM) has evolved from traditional sales tactics to precision-driven strategies fueled by AI. Jacek reflects on his career in ABM, starting in enterprise sales during the 2000s, and shares practical advice for implementing effective ABM programs. The episode tackles common missteps, such as over-reliance on tools, and outlines the importance of aligning sales and marketing teams. Jacek also dives into real-world use cases of AI in ABM, from hyper-personalization to advanced measurement tactics, and how businesses can stay competitive in today's fast-paced Martech landscape.Key TakeawaysABM is Old School Personalization with a New Name: ABM is an extension of the enterprise sales motion that has existed for decades but now incorporates modern tools and strategiesAlignment is Critical: Sales and marketing teams need to collaborate closely, with shared goals and metrics, to make account-based strategies successful.AI Supercharges Personalization: AI enables cost-effective hyper-personalization but also risks oversaturating the market. Companies need to find ways to stand out amidst increasing competition.Intent Data Isn't a Silver Bullet: Many companies fall victim to “intent hangovers”—placing too much faith in intent platforms as a standalone solution without building strategy or alignment first.Tools Are Not the Starting Point: Businesses should focus on strategy and human connection before investing in costly tools they might not fully utilize.Quotes"The best marketers are sellers at heart, and the best sellers are masterful storytellers."Best Moments (03:25) – Jacek's Career Beginnings : Reflecting on how enterprise sales in the early 2000s laid the foundation for his passion for ABM.(09:00) – Enterprise Sales Meets AI : Jacek highlights moments when human storytelling intersected with cutting-edge digital tools.(15:45) – Tips for Aligning Sales and Marketing : Practical advice on simplifying strategies and focusing on shared metrics like pipeline and bookings to unite teams.(26:48) – The "Intent Hangover" Phenomenon: Jacek's critical analysis of businesses that over-invest in intent data without a coherent strategy.(33:20) – What's Next for AI in ABM? : A candid discussion about how AI will expand capabilities for teams while creating new challenges in a saturated market.Tech RecommendationsChatGPTResource RecommendationsBooks:The 22 Immutable Laws of Marketing by David Drummond Obviously Awesome by April Dunford: How to Nail Product Positioning so Customers Get It, Buy It, Love ItTrump: The Art of the Deal by Donald J. TrumpMovie: Glengarry Glen RossPodcasts:All-In PodcastInvest like the BestAbout the GuestJacek Materna is a 3x founder and seasoned technology executive who specializes in scaling growth-stage companies. With a track record of successful exits and deep experience in B2B SaaS, security, fintech, and edtech, Jacek brings a practical, no-fluff perspective on what it takes to drive real business outcomes.He's led global teams, launched products that generate tens of millions in ARR, and helped companies—from first-time founder startups to PE-backed platforms—unlock margin expansion, go-to-market velocity, and lasting cultural alignment. His leadership experience spans roles as CEO, COO, and CTO, with responsibilities across product strategy, corporate development, P&L oversight, and M&A.Jacek currently serves as CEO of Full Circle Insights and is passionate about helping organizations turn complexity into clarity. Whether he's advising boards, restructuring teams, or speaking on stage, his mission is always the same: drive value, move fast, and scale smart.Website: https://www.fullcircleinsights.com/Connect with Jacek.
Episode SummaryOn this episode of OnBase, host Paul Gibson sits down with Ingrid Archer to discuss "cracking the ABM code" and uncover why successful ABM initiatives require more than just strategy. Ingrid shares her expertise on balancing localized needs within European markets, overcoming common misconceptions about ABM, and using AI to streamline processes at every stage of account-based execution.From highlighting the importance of sales and marketing collaboration to providing actionable steps for initiating ABM, Ingrid offers incredible insights for marketers at every stage of their ABM journeys. This episode also dives into key hurdles like impatience, budget constraints, and the lack of education around ABM, offering solutions to overcome these issues.Whether you're new to ABM or looking to refine your current strategy, Ingrid's advice is an invaluable resource.Key TakeawaysSales and Marketing Alignment is Crucial: Successful ABM hinges on teamwork between sales and marketing. Forget the silos and work as one cohesive unit.Educate Before You Start: Teams must understand what ABM truly involves before implementation to avoid misconceptions and ensure success..ABM is Complex but Rewarding: While ABM can be more challenging than traditional approaches, its ability to deliver measurable, targeted outcomes makes the effort worthwhile.AI Helps Build Efficiency: Leveraging AI in areas like account segmentation, personalization, and research can improve the execution of ABM strategies.Think Long-Term: Patience is key when rolling out ABM initiatives. Avoid rushing and focus on creating a solid strategy before launching campaigns.Quotes“AI is not replacing marketers; marketers using AI will replace those who don't use it.”Best Moments 01:03–02:46 Ingrid shares her early career story of spotting gaps in the B2B agency world.09:04–10:13 Comparing ABM approaches in Europe versus the United States and the role of cultural nuances.16:15–16:33 Ingrid discusses the importance of educating teams and managing expectations for ABM programs.23:12–24:57 Insights on data quality and why having a dedicated resource to manage data is critical for ABM.28:45–30:47 Ingrid explains how SPOTONVISION is weaving AI into every step of the ABM framework for speed and accuracy.Tech RecommendationsTrendemonApolloResource RecommendationsBooks:Purple Cow by Seth Godin: Transform Your Business by Being RemarkablePermission Marketing by Seth Godin: Turning Strangers Into Friends And Friends Into CustomersNewsletter:Strategic B2B Marketing: Linkedin newsletter by Thomas AllgeyerB2B leaders to followThomas Allgeyer - Founder, B2B MarketingBob Peterson - Vice President, Principal Analyst, Forrester ResearchAbout the GuestIngrid Archer is Co-founder of B2B Marketing agency SPOTONVISION as well as the B2B Marketing Forum in Europe. She is responsible for customers, consultants and the marketing of SPOTONVISION. She is a certified Buyer Persona and ABM practitioner and has a strong focus on integrated marketing approach from buyer personas, lead generation, demand generation, to account-based marketing. Ingrid enjoys writing and giving marketing training, including our own B2B Vision Academy. She regularly writes on B2B marketing for blogs such as Marketingfacts and Emerce.Website: spotonvision.comConnect with Ingrid Archer
Episode SummaryIn this episode, Host Chris Moody is joined by Eric Feige to discuss how businesses can win with go-to-market (GTM) strategies by setting realistic digital transformation goals, fostering cross-functional alignment, and leveraging tools like Demandbase for scalable growth. Eric's breadth of experience—from entrepreneurship to consulting with Fortune 500 companies—offers unique perspectives on the practical steps organizations can take to achieve revenue growth, avoid common pitfalls, and innovate without unnecessary risk. Eric also shares advice on using AI and composable technology to accelerate success in go-to-market strategies.Key TakeawaysCross-Functional Collaboration is Essential: GTM success requires alignment across sales, marketing, technology, and compliance teams, with a clear P&L owner driving the effort.Set Realistic Digital Transformation Goals: Break down large initiatives into achievable milestones that deliver short-term wins and lay the foundation for long-term growth.Leverage Tools to Scale Without Additional Labor: Platforms like Demandbase help integrate insights, streamline workflows, and enable scalable, personalized outreach without adding overhead.The Importance of Beacon Projects: Start with “beacon projects” that showcase clear value across teams and convert skeptics into advocates for change, aligning everyone on revenue objectives.AI as a Catalyst for Personalization: While AI can help optimize content and enable hyper-personalized messaging, its impact is amplified when integrated with robust go-to-market platforms.Quotes"AI enables us to scale personalization, but success still lies in orchestrating the right data, systems, and teams."Best Moments (03:30) – The Foundations of Cross-Functional GTM Success(08:40) – Setting Realistic Digital Transformation Goals(13:10) – Tools for Scalable Revenue Growth(19:50) – Introducing Beacon Projects(26:25) – AI's Role in GTM TransformationResource RecommendationsBooks:Beastie Boys Book by Michael DiamondAbout the GuestEric Feige is a seasoned leader and digital transformation expert with experience as a venture-backed entrepreneur, digital strategist, and head of digital at top organizations like Deloitte, KPMG, JP Morgan, and Prudential Financial. As the Managing Director at VShift, Eric helps businesses unlock sustainable revenue growth by aligning digital goals with cross-functional collaboration across sales, marketing, and technology teams.Website: https://www.vshift.com/Connect with Eric.
Episode SummaryThis episode dives into the critical role of data quality in unlocking the true potential of AI for ABM success. Daryn Smith shares how organizations can move from AI hype to AI readiness, focusing on bridging data silos and using AI effectively. The discussion explores practical steps to improving data management, leveraging AI tools to streamline processes, and why leadership plays a pivotal role in driving change. Daryn also reveals fascinating use cases where AI has made a tangible difference in business operations and marketing strategies.Key TakeawaysAI Readiness is LaggingOnly 8.5% of companies are truly AI-ready, despite executives highly prioritizing AI adoption.Data Quality is Key:70% of respondents prioritize data quality over AI, revealing that unstructured or siloed data hampers AI effectiveness.Leadership's Role in AI SuccessLeaders must champion AI adoption while being transparent about the need for continuous improvements in data management and AI training.Blind Automation Can Undermine ResultsAI often requires contextual data and meaningful human oversight to produce relevant, impactful recommendations.Practical AI ApplicationsFrom creating AI-driven RFP agents to developing AI tools that emulate senior employees' knowledge, simple yet impactful use cases can revolutionize workflows.Best Moments (01:10) – Daryn's Career Journey : From web developer to CEO, Daryn details how his unique background has shaped his approach to marketing and AI-led transformation.(04:53) – The Growing Importance of AI Readiness : Daryn highlights how data silos and poor data quality hinder AI's potential and shares insights from Hubble Digital's recent research.(10:57) – AI's Role in Revolutionizing ABM : Daryn and Paul discuss how AI-powered tools are automating manual tasks, leading to better account targeting and personalized campaigns.(14:00) – The Disconnect Between Leadership and Reality : A candid discussion on why executives often overestimate their organizations' AI capabilities.(34:06) – AI in Practical Use Cases : Daryn shares how Hubble Digital uses AI agents to streamline RFP responses and retain institutional knowledge.(22:27) – Evolving Data Systems : Tips on keeping CRM and ABM systems agile to adapt to business changes, ensuring they retain their value long term.Tech RecommendationsHubSpot – A platform supporting ABM strategies and AI integration for CRM efficiency.Fathom.ai – A tool for turning unstructured sales and marketing data into actionable insights.Books:Hacking Marketing by Scott Brinker - Agile Practices to Make Marketing Smarter, Faster, and More InnovativeDharmesh Shah - Founder & CTO, HubSpotDave Gerhardt - Founder, Exit Five
Episode SummaryTune in as host Paul Gibson sits down with Matthew Creswick, Chief Marketing Officer at Huble Digital, to explore the 95-5 marketing strategy. This insightful episode dives into balancing long-term brand building with capturing in-market demand, the evolving buyer landscape, the role of AI, and how intent data is changing the game for B2B marketers. Whether you're a seasoned pro or new to the field, this episode offers actionable advice and fresh perspectives on marketing strategy.About the GuestMatthew Creswick is an experienced marketing and business leader with over ten years of experience in the HubSpot industry. He has held senior roles, including Regional Managing Director, Chief Marketing Officer, and Chief Product Officer, and has worked across Europe and Southeast Asia.A certified HubSpot trainer with a Bachelor's degree in Business Management with Marketing, Matthew has been featured in Content Grip, the Huble Blog, and HubSpot.com. He is also a member of the CMO club in Exit Five and was recognized as an AMCHAM NextGen 2020 Leader.An active speaker and host, Matthew has presented at GWI Live and hosted multiple GWI virtual events.Beyond work, he enjoys football, golf, technology, and traveling the world.Website: https://huble.com/Connect with MatthewKey Takeaways- Understanding the 95-5 Framework: Focus on being memorable to the 95% not currently buying while effectively converting the 5% in-market.- Modern Buying Behaviors: Buyers prefer independence and typically resist traditional funnel tactics like forms and cold calls.- Power of Intent Data: Leveraging tools like Demandbase empowers marketers to identify accounts actively searching for solutions.- Building a Memorable Brand: Investing in brand equity ensures customers recall you when they're ready to buy.- AI's Role: AI enables scalable personalization, like crafting one-to-one tailored content and identifying actionable insights.Quotes"Brand isn't just for billion-dollar companies with Super Bowl ads. It's the asset that keeps your pipeline alive even when your ad budget dries up.”Recommended ResourceBooks: - Shoe Dog: A Memoir by the Creator of NIKE by Phil Knight.- Purple Cow: Transform Your Business by Being Remarkable by Seth GodinNewsletters:- Exit Five by Dave Gerhardt.- Newsletter by Kieran Flanagan from HubSpot.Shout-Outs- Gary Vaynerchuk - Chairman – VaynerX, CEO – VaynerMedia, Creator – VeeFriends- Seth Godin - Founding editor of the Carbon Almanac, blogger and entrepreneur.- Dharmesh Shah - UK & Ireland Country Director, Present Technologies- Kieran Flanagan - Marketing (CMO, SVP) | All things AI | Sequoia Scout | Advisor- Dave Gerhardt - Founder, Exit Five
Episode SummaryThis episode explores how SaaS companies can create competitive moats through strong brands and authentic communities. Margaret Kelsey shares her expertise on why technology alone isn't a moat in today's landscape and how :: community, customer relationships, and values can differentiate brands for long-term success. The conversation also dives into the role of generative AI in marketing, actionable steps to build genuine customer connections, and strategies for amplifying brand stories across channels.About the GuestMargaret Kelsey is a CMO, marketing advisor, artist, and podcast host dedicated to creating shared languages that provide clarity, direction, and personal satisfaction. In her professional life, she develops effective go-to-market strategies, emphasizing the importance of aligning internal teams with their target audiences. Her artistic endeavors delve into the exploration of subconscious shared languages to create a human connection. Margaret also co-hosts a podcast (Don't Say Content) where the conversations center around creating shared languages within the workplace.Website: https://www.kodaris.com/Connect with MargaretKey Takeaways- Technology is No Longer a Moat Rapid innovation and the influence of AI mean competitors can replicate products quickly. Building moats today requires strong brands and loyal communities.- The Flywheel of Brand, Culture, and Community Companies succeed when their internal values align with their external brand and customer values, creating a "magnetic alignment" for differentiation.- Leverage Generative AI ThoughtfullyUse micro, proprietary data lakes to train AI tools, ensuring authenticity and avoiding the risks of public LLM (Large Language Model) contamination.- Start with Customer ConversationsOne of the simplest and most effective steps to building community is engaging directly with your happiest, most loyal customers in casual virtual or in-person settings.- Experiment and Monitor ChannelsEven in saturated channels, consistent experimentation helps uncover formats and content types that resonate with your audience.Quotes"You inherit credibility by bringing customers together and forming connections they value. That builds trust your brand can benefit from."Tech Recommendations- Riverside - A versatile platform for recording high-quality podcasts and interviews.Recommended ResourceBooks:- Radical Candor by Kim Scott - Be a Kick-Ass Boss Without Losing Your Humanity- The Let Them Theory by Mel Robbins - A Life-Changing Tool That Millions of People Can't Stop Talking About
Episode SummaryIn this special in-person episode of OnBase, host Chris Moody joins Davis Potter live from Austin, Texas, for a candid deep-dive into the evolution of account-based marketing. Davis draws on his experience across enterprise giants and nimble startups to unpack the real differences between demand gen and ABM—and why most companies are stuck in the middle.Together, they dissect the pitfalls of outdated ABM models, the importance of unifying go-to-market teams, and the need for signal-based measurement over legacy lead scoring. Davis explains the “account-based arrow,” ForgeX's new data model, and shares practical tips for aligning product marketing with ABM functions for retention and growth. Whether you're a team of one or leading a global strategy, this episode is packed with insights you can act on immediately.Key TakeawaysABM vs. Demand Gen: True ABM is more than just targeted demand generation; it requires a unified approach across sales and marketing. Strategic ABM Implementation: Organizations should tailor their ABM strategy to their specific needs, considering factors like deal size and resources. Measurement and Reporting: Effective ABM measurement involves tracking various metrics, including account engagement and pipeline progression, and requires a unified data model. Cross-Functional Alignment: Alignment between ABM teams and other functions, such as product marketing, is crucial for success. Evolving ABM: ABM is not static; it requires continuous evolution and adaptation to changing market dynamics and organizational needs. Quotes“If you're just building lists off third-party intent and running ads, you're not doing ABM—you're just doing better DemandGen.”“Product marketing is not optional in an ABM strategy—it's foundational. They understand the customer better than anyone.”Best Moments 00:09-00:20 – Davis Potter's background and journey to 4Gex. 04:45-05:00 – The importance of aligning go-to-market strategy with business goals. 06:29-07:00 – Transitioning from demand generation to account-based marketing. 10:50-12:00 – The double funnel approach to measuring ABM success. 25:30-26:00 – The challenges of ABM benchmarks and data interpretation. 33:00-34:00 – The critical role of product marketing in ABM. Recommended resources:Newsletter:ABM Tactics LinkedIn newsletter – Tactical, real-world GTM advice from the trenchesCertifications:New ABM Certification Program by Demandbase in Partnership with ForgeXB2B Leaders to followAkriti Gupta, Director of Marketing at LinkedIn Désirée Daniels, Retail Industry & ABM Marketing at LinkedInAbout the GuestDavis Potter is the Co-Founder of ForgeX, a firm dedicated to modernizing account-based go-to-market strategies through research-backed insights and scalable methodologies. With experience launching ABM programs at organizations like Google Cloud and Scale AI, Davis brings a rare blend of enterprise sophistication and startup agility. His unique journey—spanning billion-dollar enterprises and high-growth tech companies—has equipped him with a comprehensive view of ABM's past, present, and future.Davis is passionate about aligning sales, marketing, and product teams around unified goals and measurement systems. He frequently speaks on evolving ABM frameworks, first-party data strategies, and the shift from vanity metrics to actionable signals. Davis also co-leads the ForgeX and Demandbase certification program, shaping the next generation of account-based marketers.Connect with Davis.
Episode SummaryIn this episode of OnBase, host Paul Gibson welcomes Hannah Ajikawo for a deeply insightful conversation on building strong go-to-market foundations and how AI is reshaping the future of sales execution.Hannah reflects on her career journey and the moment she realized that many teams don't truly understand strategy. She outlines the importance of focusing GTM energy on where businesses win most, shares her “go-to-market building blocks” framework, and explains how AI can enhance precision across the buyer journey—from awareness to pricing strategy.Whether you're leading a sales team, rolling out new tech, or trying to scale confidently, this episode is full of practical wisdom.Quotes“If you really sit down, remove ego, and look at the data—you'll find where you win. Focus there. That's the cheat code.”Best Moments (00:53) – Hannah Ajikawa's career journey and the founding of Revenue Funnel. (02:51)-04:39 – The importance of GTM fundamentals and addressing underperforming teams. (05:54) – How repositioning and focus transformed pipeline generation for a B2B tech company. (10:00) – AI's influence on GTM strategies and sales processes. (12:22) – Areas of GTM most primed to benefit from AI integration. (16:19) – Actionable advice for strengthening GTM foundations. (22:46) – How AI is changing account-based go-to-market approaches.Tech RecommendationsDemandbase – For GTM prioritization and signal intelligence.Sybill.ai – AI-powered call analysis and coaching.Twain.ai – Tailored messaging and engagement optimization.SimpleTalk.ai – Conversational AI for real-time needs handling.Resource RecommendationsPodcastsThe Founders PodcastDiary of a CEO (Stephen Bartlett) NewslettersSubstack (for AI newsletters)BlogsGates Notes- Bill Gates' blog Daniel Priestley's content B2B Leaders to followJen Allen-Knuth, Founder, DemandJenLisa Kelly, Founder and CEO, Radical ResultsBarry Flaherty, GTM LeaderAbout the GuestHannah Ajikawo is an award-winning go-to-market consultant and founder of Revenue Funnel, helping B2B scale-ups unlock growth and optimize their revenue engines. With 16+ years of experience, Hannah has been recognised as a LinkedIn Top Voice, LinkedIn Sales Insider, Salesforce Influencer, and one of the 100 Most Powerful Women in Sales by Demandbase. She is also a HubSpot Modern Sales Leader and a global expert in aligning sales processes with modern buyer journeys to drive sustainable growth.Connect with Hannah.
Episode summary:In this episode of OnBase, host Chris Moody sits down with Trent Talbert to dissect the 2025 B2B marketing landscape—from evolving ABM strategies to the real reason high-growth companies are struggling despite bigger budgets. Trent shares insights from the newly released AMP25 survey and offers sharp, data-backed guidance on where modern marketers should double down and what they should ditch.You'll hear why personalization is still broken in most orgs, how bold messaging can break through the noise, and why “do more with less” is a dangerous myth. Packed with practical wisdom and a few mic-drop moments, this episode is a must-listen for any B2B marketer looking to elevate their strategy this year.Key TakeawaysOptimism in Goals: A significant majority (80%) of B2B tech marketers are optimistic about achieving their goals this year. Growth Challenges: Faster-growing companies often face more challenges, requiring a broader approach to marketing. ABM and Personalization: Organizational silos can hinder effective ABM and personalization. Emerging brands have an advantage in implementing these strategies due to their lack of legacy systems. Standing Out: Brands can capture attention through bold, creative, and emotionally resonant messaging that balances rational appeals. Customer Focus: There's a growing emphasis on customer loyalty, lifetime value, and downstream engagement, including onboarding and renewals. Budget Trends: Most budgets are flat or increasing, but companies are urged to choose either a cost-reduction or growth strategy. Tactic Stability: The top six marketing tactics have remained consistent, highlighting the importance of executing fundamentals well and creating a coherent customer experience across channels. Best Moments (00:35) - Trent Talbert's career journey in B2B tech. (02:39) - The relationship between growth and marketing challenges. (03:54) - Obstacles to fully leveraging ABM and personalization. (06:51) - Strategies for brands to stand out. (10:05) - Budget trends and strategic recommendations. (14:05) - The importance of strategic focus. (16:54) - Recommended tools in the intent and personalization space. (18:05) - Trent's favorite reads and the importance of brand building.Tech RecommendationsDemandbase – ABM + intent toolsMutiny – Website personalizationBooks:The Four Conversations by Blair EnnsPodcasts:Two Bobs Podcast with Blair Enns & David C. BakerReports:April Six Marketing Pulse 2025Blair Enns, Founder, Win Without PitchingApril Dunford, Founder, Ambient Strategy, and positioning expert for tech companiesBob Wright, Founder, FirebrickAnna Powell, RevOps influencer in the B2B spaceAbout the guest:Trent Talbert is a seasoned professional with a strong background in strategy and account management. At April Six, Trent currently holds the position of Head of Strategy for North America. Prior to this role, Trent worked at Doremus as an Account Supervisor, gaining experience in various account executive roles. Trent has also worked in advertising and PR, further showcasing their diverse skill set. With a BS in Business-Marketing from the University of Missouri Trulaske College of Business, Trent is well-equipped to handle the challenges of their dynamic roles in the industry.Connect with Trent.
Episode SummaryIn this episode of OnBase, host Chris Moody welcomes Brandon Ratliff for a compelling conversation about the evolution of Martech, the promise (and limitations) of AI, and the art of staying future-ready in an ever-accelerating landscape.Brandon shares his unconventional path from coding hobbyist to martech leader, while offering tactical advice for building scalable stacks, enabling data-informed personalization, and fostering innovation within teams. He unpacks what it means to shift from “T-shaped” to “I-shaped” marketers, the human side of AI-driven growth, and how organizations can maintain curiosity to avoid losing their competitive edge.Whether you're leading an enterprise marketing team or scaling a scrappy startup strategy, Brandon's insight into modern Martech is both practical and visionary.Key TakeawaysThe Evolving Marketer: The shift from T-marketer to I-marketer highlights the importance of data literacy in addition to channel-specific expertise. Data-Driven Marketing: Clean and well-utilized data is crucial for the success of MarTech initiatives. Future of MarTech: AI and predictive analytics are key to enhancing efficiency, personalization, and ROI in marketing. Essential MarTech Stack: A core MarTech stack includes a CDP, marketing automation platform, ABM tool, and CRM. AI's Role in Marketing: AI enhances marketing through production, planning, creative management, and scaled personalization. Importance of Human Connection: Human relationships remain fundamental in marketing and business despite technological advancements. Future-Proofing Skills: Marketers must prioritize continuous learning, including prompt engineering and AI tools, to stay ahead. Fostering Innovation: Leaders should encourage experimentation and calculated risk-taking to drive marketing innovation. Qualities of a Modern Marketer: Key competencies include fearlessness, curiosity, creativity, and data-centricity. Signs of Losing Competitive Edge: Stagnation, lack of investment in new tools, and failure to train employees are warning signs. Change Management: Overcoming resistance to change and fostering belief in new initiatives is a significant challenge in marketing. Quotes“You don't have to know everything. But you do have to know your data.Best Moments 00:48 - 02:18 Brandon shares his journey into MarTech. 02:48 - 03:32 The importance of data in marketing. 05:36 - 06:20 Pragmatic approach to data. 06:54 - 08:14 Core components of a MarTech stack. 08:14 - 09:41 The role of AI in enhancing marketing. 10:33 - 12:29 The balance between technology and human connection. 13:13 - 16:38 Strategies for future-proofing marketing skills. 21:26 - 23:18 Signs a company is losing its competitive edge. 23:35 - 25:22 The biggest challenge in marketing today: change management. About the GuestBrandon is a seasoned leader in marketing technology and operations at Qualcomm. With a passion for innovation and a knack for navigating the digital realm, Brandon has been instrumental in advancing Qualcomm's Martech strategies. He has successfully implemented transformative technologies, including advanced marketing automation and analytics tools, to drive data-driven success. Known for his thought leadership and commitment to staying ahead of industry trends, Brandon's work exemplifies the powerful synergy between marketing and technology. Join us as he shares his insights and experiences in unlocking the potential of the Martech stack.Connect with Brandon.
Episode SummaryIn this episode of OnBase, host Chris Moody and Parth Mukherjee delve into the critical role of customer voices in shaping go-to-market strategies. Parth shares his journey through the tech industry, highlighting his experiences in product marketing and go-to-market strategy across different company stages. He emphasizes the importance of product marketing teams in bringing the customer's perspective into the organization and outlines the five key components of a go-to-market strategy: who, what, why, where, and how. Parth also discusses methods for collecting and analyzing customer data, balancing quantitative and qualitative feedback, and addressing stakeholder resistance. Additionally, he explores emerging marketing trends, the use of AI in marketing, and the challenges of B2B marketing, such as attribution.Key Takeaways:Voice of the Customer is Key: Customer insights are crucial for shaping effective go-to-market strategies. Five Components of Go-to-Market Strategy: The five key questions to answer are who is the target audience, what are the offerings, why should buyers care, where should we sell, and how do we hit our targets. Data Collection and Analysis: Utilize a combination of call recording technologies, surveys, customer interviews, and focus groups to gather customer feedback. Balancing Quant and Qual: Combine quantitative data with qualitative insights to build compelling narratives and make informed decisions. Addressing Stakeholder Resistance: Use proof and data to overcome internal misconceptions and align stakeholders. Importance of Timing: Gather customer feedback throughout the product life cycle, starting from the product vision stage. Emerging Marketing Trends: The importance of buyer self-education, hyper-personalized marketing, prompt engine optimization (PEO), and the convergence of ABM with intent data.Quotes“Product marketing should be the voice of the company in the market—and more importantly, the voice of the market inside the company.”Best Moments 00:07: Parth shares his journey into tech and marketing. 03:30: The importance of customer voices in shaping go-to-market strategy. 04:45: The five components of an effective go-to-market strategy. 07:30: Methods for data collection and analysis. 13:00: How to deal with stakeholder resistance using proof and data. 16:15: The importance of gathering customer feedback throughout the product life cycle. 19:00: Emerging marketing trends for the next five years. 22:30: Use cases of AI in marketing.24:30: The biggest challenge in B2B marketing: attribution. Tech RecommendationsChorus – Call intelligence for market and product insights.MindTickle – Deal rooms and enablement for modern B2B sales.Klue – Competitive intelligence and win-loss analytics.Books:Crossing the Chasm by Geoffrey MooreBuilding a StoryBrand by Donald MillerBlogs & Newsletters:HubSpot BlogGartner for Go-To-Market InsightsMarketing BrewPodcasts:Marketing Over CoffeeProduct Marketing Life by PMAShout-outs:Kevin Akeroyd, CEO at SovosAnn Handley, Chief Content Officer at MarketingProfsAndy Raskin, Strategic Narrative CoachAbout the Guest:Parth Mukherjee is the VP of Product Marketing, Corporate Marketing, and Go-To-Market Strategy at Sovos, a leading tax compliance platform. With over 20 years of experience in tech marketing—including pivotal roles at Adobe, Cognizant, and five high-growth VC-backed startups (four of which successfully exited)—Parth brings deep expertise in scaling companies through every phase of growth.Before joining Sovos, Parth led marketing at Chorus and MindTickle, and continues to apply a data-driven yet deeply human approach to building strategic narratives that resonate with customers and internal stakeholders alike.Connect with Parth.
Episode SummaryIn this episode of OnBase, host Chris Moody is joined by Alison Mendoza to dive into the power of the Jobs-to-be-Done (JTBD) framework and its transformative impact on innovation, marketing, and product strategy. Alison shares her non-linear journey into R&D, how her background in linguistics shapes her collaboration with engineers, and how JTBD allows companies to avoid blind spots and uncover real customer needs.Listeners will gain insights into how Honeywell uses behavioral science and JTBD to drive meaningful product adoption, why traditional voice-of-customer methods often fall short, and how AI is unlocking strategic work by automating repetitive tasks. From uncovering misaligned innovation strategies to empowering teams through better language and observation, this episode is a masterclass in modern customer-centric thinking.Key takeaways:Jobs-to-be-Done (JTBD) vs. Hypotheticals: JTBD eliminates guesswork by focusing on observable behaviors, not hypothetical customer desires.Behavioral Science + JTBD = Impact: The fusion of decision-making psychology with JTBD drives better adoption and product-market fit.Innovation Pitfalls: Over-reliance on competitor analysis or legacy processes can limit true innovation.Speak Their Language: Product teams must translate customer outcomes into language engineers can act on.AI for Strategic Work: Honeywell's $120M in AI-driven savings shows how tech can free time for impactful, strategic work.Quotes:“We don't really have to worry about product-market fit if we've built a product on the Jobs-to-be-Done framework.”“If you use AI for simple tasks, it will give you simple output. Use it for complex challenges—like segmentation or positioning—and you'll see exponential value.”Best Moments Tech recommendations:Notebook LM (Google): A powerful AI research assistant ideal for strategic marketing and A/B testing.Resource recommendations:Thinking, Fast and Slow by Daniel KahnemanBooks by Jonah Berger – Practical marketing playbooks from the Wharton professor321 Newsletter by James Clear – Weekly insights on habits, strategy, and self-improvementLeaders to follow:Chandler Stillman– Director, Marketing & Customer Experience at ADDMANLiz Schmittou– Brand & Marketing Content Leader at ADDMANEmily Carr– Consulting Account Lead at Google00:30Alison's global career journey from flight attendant to R&D innovatorBest moments:03:00JTBD explained and why most voice-of-customer methods fall short08:30How to bridge engineering and customer outcomes with the right language14:00The synergy between behavioral science and JTBD in shaping innovation16:40Honeywell's AI success: $120M saved through automation and productivity tools20:20The evolving challenges of B2B marketing and the role of dynamic contentAbout the guest:Alison is the Global Sr. Director of Innovation at Honeywell International, leading innovation and growth across the Honeywell portfolio of businesses. With over 15 years of global experience, she integrates customer-centric expertise in aerospace and advanced technology sectors. Alison is also a member of the Strategic Communications Committee at AUVSI and actively recruits for the Honeywell Political Action Committee. She shares insights on innovation, communication, persuasion, and leadership in her LinkedIn blogs.Connect with Alison.
Episode SummaryIn this episode of OnBase, host Paul Gibson sits down with Shimon, a leading voice in B2B marketing from SPOTONVISION. The duo dives into the big topic of bridging short-term wins with long-term growth while discussing how Account-Based Marketing (ABM) and Artificial Intelligence (AI) are transforming the future of B2B marketing strategies.With insights drawn from years of partnership and expertise, this conversation explores how to balance immediate results with long-term objectives. Whether you're looking to improve 2025 metrics or future-proof your marketing strategies, this episode offers actionable takeaways to help your team succeed. Key TakeawaysShort-Term and Long-Term HarmonyAchieve a balance between quick wins that boost immediate outcomes and strategies for sustained growth.The Role of AI in B2B MarketingLeverage AI to enhance data analysis, improve personalization, and optimize campaign efficiency.ABM Done RightAdopt evolving Account-Based Marketing practices to create impactful engagements and measurable results.Future-Forward Marketing StrategiesStay ahead by understanding the trends and innovations shaping the future of B2B marketing.Quotes"The future of B2B marketing lies in leveraging the power of AI to do more with less, while keeping personalization at the core."Best Moments04:00–07:00 – Shimon dives into his career path and how ABM became a core focus.10:00–12:30 – Shimon explains how changing buyer behaviors redefines sales and marketing strategies.15:00–18:00 – A closer look at how ABM and AI address misalignment challenges.24:00–26:00 – Shimon shares his insights on the future role of AI in account-based GTM.30:00–33:00 – Predictions on the next evolution of ABM in the B2B space. Tech RecommendationsTrendemon - Highlighted as a platform that provides real-time personalization and insights to customize content for website visitors, leveraging AI for ease of use.Resource Recommendations Books:Mindset by Carol Dweck - Suggested for fostering a growth mindset and improving team collaboration and alignment.Atomic Habits by James Clear - Advocated for creating effective personal and team habits for growth and success. Shout-OutsJoel Harrison - Founder, B2B MarketingRyan Almond - Global Marketing & ABX Director, HenkelIngrid Archer - Managing Partner, SPOTONVISIONAbout the GuestShimon is a visionary leader who believes in the power of trust, purpose, and shared ambition to bring people together. He envisions a world where businesses don't just grow but thrive through meaningful relationships—both with their customers and within their teams.In B2B, Shimon sees one of the most powerful yet often overlooked connections: the alignment between marketing and sales. When these two forces come together, businesses don't just see results—they create a real, lasting impact.Every day, Shimon is on a mission to turn this vision into reality. Whether through the conversations he sparks, the communities he builds, or the insights he shares, he is constantly looking for others who share this belief. For those who want to create a world where relationships—between businesses, between people, and within organizations—are the true drivers of success.Website: Spotonvision.comConnect with Shimon.
In this episode of OnBase, host Chris Moody welcomes Nicole Warshauer for an enlightening conversation on health benefits, empathy-driven branding, and building consumer trust through education. Nicole walks us through her non-linear career journey and how her passion for community and storytelling has shaped her role at HealthEquity. She shares practical strategies for educating diverse healthcare consumers, discusses the emotional complexities of health benefits, and explores the skills marketers need to build brands around “unsexy” topics.Nicole also explores HealthEquity's innovative tools, such as Engage360 and HSAnswers, which use AI and multi-channel strategies to deliver personalized, accessible benefits education. Whether you're navigating the healthcare landscape or trying to humanize your B2B brand, this episode is full of actionable insights and authentic inspiration.Key TakeawaysEmpathy is Foundational: To demystify healthcare benefits, brands must lead with empathy—understanding emotional roadblocks like fear and confusion that often prevent consumers from making informed decisions.One Size Doesn't Fit All: Benefits education must be personalized. Demographics, health history, family structure, and financial literacy all play a role in how people access and use healthcare.Data-Driven Education Works: Programs like Engage360 have led to a 46% increase in HSA contributions and a 60% increase in investing, showing the power of well-targeted benefit education.Building Brands for “Unsexy” Industries: The best marketers can make even mundane products relatable. Skills like curiosity, critical thinking, empathy, and strong writing are essential for success.Tech with a Human Touch: AI tools can scale education efforts, but without human oversight and strategic intent, they won't succeed.Quotes“Marketing for the unglamorous takes empathy and grit. That's where the best brand builders thrive.”Tech recommendationsChatGPTJasperCopilotBook recommendationsStorytelling with Data by Cole Nussbaumer Knaflic – A go-to for making data digestible and visually compelling.Shout-outsJade Tambini, Founder and Marketing Course Leader, B2B Jade.Hannah Shamji, Customer researcher for B2B SaaS.Erica Schneider, Founder, Cut The Fluff.About the GuestNicole Warshauer is the VP of Brand Marketing at HealthEquity, where she builds, leads, and engages community-first marketing teams that drive brand growth and resilience. With more than 15 years of experience in marketing and communications across healthcare, tech, design, nonprofit, education, and real estate, Nicole has cultivated a unique ability to deliver integrated, purpose-driven strategies that resonate.She is passionate about creating and nurturing communities of brand evangelists—both internally and externally. Her past work includes collaborations with renowned organizations like Yelp, Dribbble, and Trusted Health. Nicole also offers consulting services to help managers lead high-performing remote teams and optimize their marketing strategy.Connect with Nicole.
In this episode of OnBase, host Chris Moody sits down with Craig Chiofalo to explore what it truly takes to build and lead a world-class support engineering organization. Craig pulls back the curtain on the operational strategies and tech stack powering Demandbase's award-winning team—including how tools like Salesforce Einstein and SupportLogic are transforming their approach to proactive support. He also shares lessons on hiring for excellence, scaling impact without ballooning headcount, and why deep, daily collaboration across product, engineering, and customer success is the cornerstone of lasting success.Key takeawaysRight Team, Right Tech: Hiring the right talent, enabling them with strong onboarding and internal tools, and layering in AI-driven technologies can drive exponential impact without scaling the team linearly.Cross-Functional Collaboration Is Everything: Craig attributes much of the team's success to deep integration with product, engineering, and customer success—teams that work together daily to elevate the customer experience.Award-Winning Process Maturity: From rewritten job descriptions to internal training certifications and advanced sentiment monitoring, Craig's team has refined its approach year after year to earn industry recognition.Operationalized AI: AI tools like SupportLogic and Salesforce Einstein are leveraged not just for efficiency, but for better sentiment analysis, proactive support, and smarter data insights.Measure What Matters: In addition to SLAs, Craig's team emphasizes customer satisfaction and effort scores—tracking detailed metrics while staying focused on proactive issue resolution.QuotesOn Team Excellence“This team is phenomenal—not just individually, but in how they collaborate. That synergy is the catalyst behind everything we've achieved.”On Leveraging AI Thoughtfully“AI should be seen as an assistant. It's like a dishwasher—you still load it and unload it, but it saves time and effort on repetitive tasks.”(04:00): How Craig rewrote job descriptions and created testing processes to hire and retain top-tier talent.(09:00): A deep dive into Salesforce Service Cloud, SupportLogic, and the internal troubleshooting app that dramatically reduces time to resolution.(14:00): How the team uses data and proactive alerts to prevent fires before they happen.(18:00): Craig's thoughtful breakdown of AI as a productivity enhancer, not a replacement.Tech RecommendationsSalesforce Service Cloud + Einstein: A central support platform now enhanced with AI capabilities for smarter case handling.SupportLogic: Real-time sentiment analysis and escalation prediction across customer interactions.Resource RecommendationsNewsletter:MIT Technology Review – AI-focused and practicalHarvard Business Review – Daily updates on leadership and strategyMcKinsey – Insightful newsletters with AI-related contentShout-outsUmberto Milletti, Chief R&D Officer at DemandbaseAngelle Stromeyer, RVP Customer Success at DemandbaseErika Setla, Sr. Director, CX Strategy & Ops at DemandbaseAbout the GuestCraig Chiofalo is a customer-focused leader with over 20 years of experience directing customer support, service, and success teams across SMB to enterprise clients. Currently Vice President of Support Engineering at Demandbase, Craig leads a Stevie Award–winning team recognized for delivering outstanding customer service. He brings a proven track record of building high-performing, collaborative teams that exceed goals, with a leadership style rooted in fairness, energy, and a deep passion for technology.Craig has held key roles at IBM, Silverpop, CallRail, Calendly, and Salsify, often joining during critical growth phases to scale operations, implement smart automation, and drive cross-functional alignment. His expertise spans platforms like Salesforce, Zendesk, Jira, Confluence, and SQL—always with a hands-on, data-informed approach to delivering exceptional customer outcomes.
Episode SummaryIn this episode of OnBase, host Chris Moody chats with Maximus Greenwald about reimagining traditional outbound strategies through a concept he calls "warmbound"—the fusion of outbound execution with inbound energy. Maximus walks us through the broken state of traditional lead scoring, the inefficiencies of outdated TAM/SAM/SOM frameworks, and why marketers should own the pipeline.He breaks down how intent signals, AI, and horizontal marketing teams will reshape the future of GTM. Maximus also shares how he tests big bets as a founder, what marketers can learn from enterprise sellers, and how personalization must evolve in the age of generative AI.Key TakeawaysWarmbound, Not Outbound: The strict division between inbound (marketing) and outbound (sales) is outdated. The future is unified, pipeline-first, go-to-market strategies driven by intent.Classic Lead Scoring Is Broken: Rigid filters based on outdated firmographics miss major ICP opportunities. AI can dynamically model what actually drives revenue.Signal Stacking Is the New ICP: Combine CRM, intent data, buyer behavior, and historical signals to build a more accurate, real-time picture of purchase readiness.Marketers Should Own Pipeline: With the right data and tools, marketing can—and should—run outbound motions and be comped like sellers.Horizontal Over Vertical Marketing: Organize teams around the buyer journey stages (cold, warm, hot) instead of just marketing channels.Quotes“Inbound versus outbound is a false dichotomy. Your outbound should drive inbound, and your inbound should fuel outbound. It's all one team now.”“You don't stay in someone's TAM forever. SOM is dynamic. A lead heats up, cools down, and reenters. We need systems that move with that fluidity.”Best Moments03:00–05:00 – From Google Maps to SaaS: Maximus shares how he transitioned into sales and marketing.06:30–09:00 – What's broken in lead scoring—and how AI can fix it.13:00–16:00 – Rethinking TAM, SAM, and SOM as dynamic, not static.20:00–24:00 – The rise of the horizontally structured marketing org.28:00–31:00 – Why marketers should carry a quota—and get paid like enterprise reps.Tech RecommendationsAutobound – An AI-powered sales copywriting tool that personalizes based on deal-winning language.Default – An Inbound lead routing and scheduling engine.Resource RecommendationsPodcast:30 Minutes to President's Club.Report:The 2025 State of Marketing Report by HubSpot.Shout-outsKieran Flanagan – SVP of Marketing at HubSpot.Dave Gerhardt – Founder of Exit Five, formerly Drift.Hunter Walk – Partner and Co-Founder at Homebrew.Finn Murphy – General Partner at Nebular VC.About the GuestMaximus Greenwald is the Co-founder and CEO of Warmly, an AI-powered outbound platform that transforms how companies think about lead generation, pipeline development, and the convergence of sales and marketing. Before founding Warmly, Maximus began his career in engineering and product development at Google Maps, and eventually made the leap from big tech to B2B SaaS entrepreneurship. Today, he helps hundreds of companies unify inbound and outbound strategies under one mission: driving warm leads through smarter, signal-based marketing.Connect with Maximus.
Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Susan Bloomfield to discuss the power of authentic storytelling in aligning marketing and sales. Susan shares her journey from research to marketing leadership and how she built her expertise in business development. She dives deep into the three P's of storytelling—People, Passion, and Purpose—and how they drive engagement and differentiate brands.She also highlights how marketing can support sales in a way that feels genuine, engaging, and human—while still delivering measurable results. If you're looking to create a brand strategy that resonates and builds strong relationships, this conversation is a must-listen!Key TakeawaysThe Three P's of Storytelling: A compelling marketing strategy is built on People, Passion, and Purpose—focusing on the human side of business and brand identity.Sales & Marketing Alignment: To effectively align marketing and sales, marketers must ensure that content and branding support real customer conversations.Authenticity Wins: Customers connect with brands that tell relatable, real stories rather than generic, polished corporate messaging.The Role of AI in Marketing: AI can assist with content generation, personalization, and campaign testing, making storytelling and brand engagement more scalable.The Power of Personal Brands: The rise of micro-influencers and relatable voices on platforms like TikTok has transformed the way companies approach brand marketing.Quotes"The best brands amplify success—not just their own, but the success of the people they serve.""If you want to align marketing and sales, you have to make marketing an extension of sales, not just a content factory.""People buy from people. Storytelling isn't about selling—it's about building relationships and trust."Best Moments03:00–05:00 – Susan shares her unconventional journey into marketing and business development.10:00–12:00 – How aligning marketing and sales starts with understanding their shared goals.15:00–18:00 – Why brands should focus on relatable storytelling instead of polished, corporate messaging.22:00–24:00 – The impact of AI on content personalization and storytelling.30:00–32:00 – How emerging micro-influencers are redefining brand authenticity.Resource RecommendationsBook: The Long Game – A deep dive into strategic thinking and planning for long-term success.Publication: Fast Company – A go-to resource for thought leadership and marketing innovation.About the GuestSusan Bloomfield serves as Chief Marketing Officer at Stream Realty Partners.After joining Stream Realty Partners in 2019, she has brought a blend of visionary storytelling and advanced marketing strategies to Stream's forefront. Prior to Stream, Susan served as the Vice President of U.S. Marketing & Research for Colliers International, where she played a crucial role as a member of the senior executive team. Her leadership was instrumental in expanding the firm's strategic marketing and research platform, elevating brand visibility, and fostering expansive business growth.Website: StreamRealty.comConnect with Susan.
Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Caroline Quinn to explore the nuances of optimizing Account-Based Marketing (ABM) strategies. Caroline shares her deep insights on defining the right ABM mix, navigating between one-to-one, one-to-few, and programmatic ABM approaches, and ensuring marketing investments align with business priorities. She also highlights the importance of curiosity, listening skills, and marketing technology in executing successful ABM programs.With practical frameworks and real-world examples, this discussion is essential for marketers looking to refine their ABM strategies and drive meaningful engagement with key accounts.About the GuestCaroline is an enterprise technology marketer specializing in account-based marketing (ABM) and demand generation. At Cloudflare, she drives demand through targeted campaigns for strategic accounts. Her past roles include building a $65M ABM program at Blue Yonder and developing ABM strategies for sellers at tech organizations such as Google and Apple at PipelineIQ. Caroline began her career at Kronos (now UKG).Monterrey.Connect with CarolineKey Takeaways- Balancing the ABM Pyramid: A strong ABM strategy requires the right mix of one-to-one, one-to-few, and one-to-many approaches. Over-rotating on either extreme can lead to inefficient resource allocation.- The Power of Discovery: A successful ABM program starts with deep discovery—marketers must listen to sellers, understand account needs, and customize approaches accordingly.- Tech-Enabled Personalization: While ABM technology can help scale efforts, marketers must also define key engagement signals manually to ensure flexibility and relevance.- Justifying ABM Investments: To secure buy-in for one-to-one ABM, marketers should use intent data, pipeline signals, and phased investment approaches to demonstrate ROI.- Content as an ABM Multiplier: AI-driven content repurposing can significantly enhance the impact of ABM efforts, making it easier to tailor messaging to different segments and accounts.Quotes"The best ABM programs are fluid—accounts should move between tiers based on their intent and engagement."Tech Recommendations- Demandbase – For account intelligence and ABM execution.- Sendoso – Direct mail platforms for personalized account engagement.- Pipeline IQ – For account profiling and intelligence.- Boardroom Insiders – Executive profiling tool for ABM personalization.- Folloze – Landing page and campaign personalization tool.Recommended ResourceBooks:Multipliers by Liz Wiseman – A must-read for leaders aiming to maximize team performance.
Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Chad Holdorf to discuss how agentic AI is revolutionizing B2B go-to-market strategies. They explore the rise of AI-driven agents, why automation leaders are doubling down on AI, and the biggest mistakes B2B teams make with AI adoption. Chad also shares real-world use cases from Demandbase, showing how AI agents streamline workflows, enhance intent-based targeting, and deliver predictive recommendations to sales and marketing teams.If you're a sales or marketing leader, this episode will give you actionable insights on how to integrate AI-powered GTM workflows while ensuring data accuracy, personalization, and efficiency.Key takeaways:AI Agents Are Reshaping GTM – AI-driven agents can help 10x productivity, making teams more efficient while removing friction from sales and marketing workflows.The Biggest AI Mistake – Companies focus too much on the technology itself rather than on solving real customer problems. AI should be outcome-driven.From Data Overload to Actionable Insights – AI-driven intent signals analyze vast amounts of GTM data, surfacing key insights and next best actions for sales and marketing teams.AI SDRs Are Failing Without Context – AI agents that lack proper customer data make embarrassing mistakes, like sending irrelevant emails to buyers who already know the product.Agent Base: AI with Context & Accuracy – Demandbase's Agent Base ensures that AI-driven sales and marketing actions are informed by accurate, unified data, preventing misalignment between teams.AI Must Be Embedded in the Workflow – AI agents should enhance existing workflows rather than requiring users to switch between multiple tools, ensuring smooth execution.Future of AI in B2B – The next wave of AI will focus on deep research capabilities, personalized recommendations, and predictive actions, eliminating guesswork for GTM teams.Quotes:"The most powerful AI agents aren't just about automation – they're about solving real customer problems and making revenue teams more effective.""Without the right data, AI agents are just noise. The difference between success and failure in AI-driven GTM is data accuracy and context."Best moments:03:00–05:00: Chad shares his journey to Demandbase and his vision for AI-powered GTM strategies.08:00–10:00: Why AI adoption is skyrocketing but the execution still lags behind in B2B companies.12:00–15:00: Breaking down how Agent Base delivers real-time AI-driven insights without adding complexity.18:00–22:00: The biggest failures of AI SDRs and how data-driven AI agents can solve these issues.25:00–30:00: The future of AI in sales & marketing – from predictive modeling to agent-driven engagement.Tech recommendations:Perplexity AI – AI-powered deep research for customer insights & content generation.OpenAI / Gemini – AI tools for data processing & workflow automation.Book recommendations:The Inner Game of Tennis by W. Timothy Gallwey – A classic on performance psychology & learning through observation.Podcast recommendations:My First Million – A business podcast that breaks down growth strategies & success stories.Leaders to follow:Gabe Rogol, CEO at DemandbaseUmberto Milletti, Chief R&D Officer at DemandbaseKelly Hopping, CMO at DemandbaseMarc Benioff, Chair & CEO at Salesforce.Parker Harris, CTO at SalesforceSign up for AgentbaseMeet Chad at the Forrester B2B Summit (March 30) & EMEA Conference in London (April 30).Sign up for Demandbase's AI Agent Design Partner Program – coming soon!Follow Chad Holdorf on LinkedIn for AI-driven B2B insights.About the guest:Chad Holdorf is VP of Product at Demandbase, leading product to transform how marketers drive pipeline and revenue. With 15+ years in product, including leadership roles at Pendo, Salesforce, and John Deere, he builds high-performing teams, drives bold product strategies, and delivers results.Connect with Chad Holdorf.
Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Judit Szabo to discuss the complexities of aligning account-based strategies within diverse tech environments. With organizations facing challenges in tailoring ABX (Account-Based Experience) initiatives across different teams, tools, and processes, Judit shares her insights on how to execute ABX successfully.From understanding skill sets that drive alignment to navigating sales and marketing collaboration, she provides actionable insights on overcoming common obstacles, measuring success, and adapting methodologies for different organizations.Judit also explores the role of AI in account-based strategies, how technology enhances personalization, and why holistic, data-driven approaches are critical for long-term success.About the GuestJudit is a B2B marketing leader with 15+ years at IT Software and Services companies, Judit has PR and Media experience prior to joining the Tech industry. She was the winner of the 2019 Forrester ROI Honours Award in Europe for sales & marketing alignment at TIBCO Software with the introduction of transformative, industry-led value based GTM strategies. She has a strong passion for building and leading global teams with a sweet spot for Demand Generation and Growth Marketing, leading the development and management of integrated marketing strategies and execution to deliver growth and revenue for the business. She has experience in campaign and content management, digital, field, partner, and account-based marketing as well as data and performance-led marketing operations, advocating cross-functional collaboration across Marketing, Sales, Product and Operations with special focus on finding ways to optimise and orchestrate business processes in support of strategic objectives. In her free time, she's an avid yoga practitioner, as well as a volunteer baker at her local National Trust estate in England.Connect with Judit SzaboKey Takeaways - Holistic Thinking Drives ABX Success – Account-based management isn't just a marketing function; sales and marketing must work together to grow and penetrate accounts.- Patience Is Essential – ABX is a long-term strategy, not a quick fix. Expect an 18+ month cycle for results, and celebrate small wins along the way.- Data is the Foundation – Strong account intelligence is key to avoiding misalignment and wasted efforts. The right tools and governance ensure that teams are acting on reliable data.- Aligning Sales & Marketing Requires Process, Not Just Intent – Establish shared KPIs, define roles, and create a feedback loop to ensure alignment throughout the account lifecycle.- One-to-One ABX is the Goal, But Requires Strong Foundations – Organizations should first build a solid demand generation engine before scaling to hyper-personalized, one-to-one outreach.- AI Can Help, But It's Not a Silver Bullet – While AI can assist with personalization, content generation, and automation, it can't replace the strategic thinking needed to execute ABX effectively.Quotes"The three most important skills for ABX success? A holistic approach, patience, and a data-driven mindset. Without these, execution will fall apart."Recommended ResourceBooks:Coaching for Performance by Sir John Whitmore – A leadership guide on empowering teams and driving success through coaching.
Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Chad Sollis to discuss why digital accessibility is a strategic priority for brands today. Chad shares his journey from graphic design to marketing leadership, highlighting the importance of accessibility in enhancing brand reputation, compliance, and consumer loyalty. He breaks down the key principles of accessibility, how it impacts SEO, and best practices for embedding accessibility into marketing and product development.Key Takeaways-Digital Accessibility is a Brand Imperative: One in four Americans has a disability, representing $20B in buying power. Accessible experiences foster loyalty and repeat business.-SEO and Accessibility Go Hand-in-Hand: Proper use of header tags, alt text, and navigation structures benefits both search rankings and user experience.-Prioritizing Accessibility in Design & Development: Integrating accessibility into design, development, and QA processes ensures it becomes a natural part of content creation rather than an afterthought.-Measuring ROI on Accessibility: Companies that invest in accessibility see improved website traffic, increased conversions, and long-term customer loyalty.Quotes"When companies design for accessibility, they're not just meeting compliance requirements—they're creating more inclusive and engaging experiences for all customers."Best Moments 03:00–05:00 – Chad's unconventional journey from graphic design to marketing leadership.10:00–13:00 – Why accessibility should be a strategic priority for senior leaders.15:00–18:00 – The connection between SEO and accessibility: how structure improves discoverability.22:00–25:00 – Overcoming accessibility challenges and integrating best practices into business processes.30:00–33:00 – How brands can measure the ROI of their accessibility initiatives.Tech RecommendationsStoryblok – Headless CMS that streamlines content personalization and accessibility.Amplience- An AI content platform.Mutiny – AI-driven personalization platform to optimize user experiences.Resource RecommendationsBooks:-Extreme Ownership by Jocko Willink-How to Win Friends and Influence People by Dale CarnegieShout-outs-Scott Harris, VP of Performance Marketing at Box.com – Marketing expert with a deep understanding of growth strategies.-Nick Rico, Chief Commercial Officer at Lucid Software – Growth leader with a background in finance and marketing.-Manuel Rietzsch, VP, Revenue Marketing at AudioEye – Revenue marketing leader driving accessibility-focused initiatives.About the GuestChad Sollis is a seasoned marketing and product leader with over two decades of experience in driving business growth and innovation across various industries. As the Chief Marketing Officer, Chad spearheads strategic initiatives in brand development, product marketing, growth, revenue operations, and customer engagement.As a data-driven executive, Chad has demonstrated a remarkable ability to scale businesses, having contributed to the growth of companies from $30 million to $3 billion in annual revenue and helping 4 companies execute successful IPOs. With a diverse background that includes leadership roles at market-leading companies such as Adobe, Pluralsight, Vivint, and Traeger, he has generated a wealth of expertise in marketing, digital products, and technology spanning both B2B and B2C sectors.Connect with Chad.
Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Abhishek Damani to discuss the critical role of aligning sales performance metrics with broader business goals. They explore why traditional sales metrics sometimes fall short and how companies can define KPIs that reflect strategic priorities.Abhishek also shares his structured four-step approach for identifying and tracking performance indicators, along with insights into how AI is transforming sales processes. Whether you're a revenue leader, a sales manager, or a marketer looking to bridge the gap with sales teams, this episode is packed with practical takeaways on driving efficiency and improving business impact.About the GuestAbhishek Damani leads sales enablement for Industrial markets business at Cummins Inc., where he's responsible for driving sales functional excellence by implementing tools and creating resources, training, and KPIs to improve sales teams' productivity.Cummins Inc. is a global power solutions leader helping its customers successfully navigate the energy transition with its broad portfolio of products. The products range from advanced diesel, natural gas, electric, and hybrid powertrains and powertrain-related components. Headquartered in Columbus, Indiana (U.S.), since its founding in 1919, Cummins employs approximately 75,500 people committed to powering a more prosperous world.Connect with Abhishek DamaniKey Takeaways- Aligning Sales KPIs with Business Goals is Crucial:Measuring only revenue growth can create misalignment with broader company objectives like profitability or market expansion. Sales teams must tailor their KPIs to reflect business priorities.- Traditional Sales Metrics Have Blind Spots:While win rate and sales velocity are important, they fail to capture long-term trends like customer sustainability goals, industry shifts, and regional sales discrepancies.- Four Steps to Defining Impactful KPIs:Understand strategic and operational business goals.Identify KPIs that track progress toward those goals.Determine how sales contributes to those metrics and what data is required.Measure progress and drive accountability.- AI is Enhancing Sales Processes:From summarizing meeting notes to tracking customer engagement and automating administrative tasks like expense reporting, AI is freeing up valuable time for sales teams.- Bridging Sales and Marketing with Data:Cummins uses a structured business planning process to ensure sales forecasts align with market trends, breaking silos between sales, marketing, and engineering teams.Quotes"If KPIs don't align with company goals, everyone gets frustrated. Sales meets their numbers, but leadership still isn't happy."Tech Recommendations-reMarkable Paper Tablet – A digital notebook for handwritten notes and organization.- AI-Powered Meeting Note Summarizers – Automating administrative tasks like note-taking and action item tracking.Recommended ResourceBooks:-How Not to Be Wrong: The Power of Mathematical Thinking by Jordan Ellenberg.-The First 90 Days by Michael Watkins.Podcast:-Everyday AI Podcast by Jordan Wilson.Connect with Abhishek Damani| Follow us on LinkedIn |Website
Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Kelly Flowers to discuss the power of systems-based strategy in driving predictable outcomes in sales development. Kelly shares her unique journey into sales, the lessons she learned from transitioning industries, and how she developed a structured approach to pipeline generation, OKRs, and sales efficiency. She also highlights the biggest challenges in sales today, the role of AI in streamlining sales processes, and the myths that hold sales teams back. With practical insights and actionable strategies, this conversation is a must-listen for revenue leaders looking to optimize their go-to-market strategies and drive consistent results. About the Guest Kelly Flowers serves as the AVP, of Global Sales Development at SentinelOne and previously held positions including Head of Sales and Business Development at 1Password, Director of AMER Sales Development at Databricks, and Senior Manager of Customer Success, Enterprise Renewals at New Relic, Inc. Additionally, Kelly has experience as a Manager of Sales Development and as an SDR Manager at Wizeline, as well as serving as the San Francisco Community Chair for Women in Sales Everywhere (WISE). Kelly holds a degree in Global Studies & Spanish, International Relations from Sonoma State University and has also studied Spanish Language at Tecnológico de Monterrey. Connect with Kelly Key Takeaways- Systems Thinking vs. Goal Setting: Goals help you achieve one-time success, but systems-based strategies ensure sustainable, repeatable success. - Pipeline Predictability Comes from Process: Breaking down the sales cycle into measurable inputs and outputs helps reps consistently hit quota. - Behavior Matters as Much as Performance: Being a "quota crusher" isn't enough—collaboration, integrity, and consistency are key to long-term success. - AI as a Sales Multiplier, Not a Replacement: Sales professionals must leverage AI tools for research, prioritization, and process automation—but human connection remains essential. Quotes "Revenue intelligence makes arguments about 'who said what' obsolete by providing unfiltered, real-time data everyone can trust." Recommended Resources Books:- Setting the Table by Danny Meyer Newsletter: - Endurance by Katie Ceccarini Podcast: - Grit with Joubin Mirzadegan Connect with Kelly | Follow us on LinkedIn | Website
Episode Summary In this episode of OnBase, hosts Chris Moody and Alicia Hale sit down with Udi Ledergor to explore the transformative power of revenue intelligence in account-based go-to-market strategies. Udi shares insights from his extensive career, breaking down the evolution of revenue intelligence, its impact on sales and marketing alignment, and the role of AI in reshaping the buyer experience. With thought-provoking anecdotes and actionable advice, this episode is packed with valuable takeaways for revenue leaders aiming to drive growth and foster collaboration. About the Guest Udi Ledergor is a five-time Marketing leader at B2B start-ups and is currently the Chief Evangelist at Gong. On his journey from Marketer #1 to Gong's Chief Marketing Officer, he led the creation of the revenue intelligence category, pioneered an iconic, human-centric brand, and led Gong's Marketing efforts from zero to hundreds of millions in revenue. Passionate about startups and brands during the day, whisky, music, and social activism at night, Udi is also an author, speaker, mentor, angel investor, board member, and advisor based in San Francisco. Connect with Udi Key Takeaways - CRM is Becoming Obsolete: Traditional CRM systems fail due to partial, delayed, and biased data. AI-driven tools like Gong are set to replace outdated CRM workflows by automating updates and delivering accurate, real-time insights. - The Power of Mirroring in Sales: Reps who mirror a buyer's language, including subtle use of swearing, can build rapport and improve win rates by up to 8%. - Sales Success Lies in Listening: Reps who speak less than 46% of the time on calls outperform those who dominate conversations, highlighting the importance of listening to buyer needs. - Revenue Intelligence Fuels Team Alignment: By providing a single source of truth, Gong removes guesswork, aligning sales, marketing, and rev ops on shared data and actionable insights. - AI Enhances Buyer Engagement: From instant call summaries to personalized follow-ups, AI simplifies workflows and improves the buying experience, making it more efficient and human-centered. Quotes “Revenue intelligence makes arguments about ‘who said what' obsolete by providing unfiltered, real-time data everyone can trust.” Recommended Resource Books: - Think Again by Adam Grant - Red Notice by Bill Browder - Freezing Order by Bill Browder Connect with Udi | Follow us on LinkedIn | Website
Epiosde Summary In this episode of OnBase, host Paul Gibson speaks with Becky Lawlor about transforming B2B content from digital noise into revenue-driving assets. Becky shares insights into the power of original research, emerging content formats, and distribution strategies that cut through B2B noise. From gated content strategies to the role of AI in modern marketing, Becky discusses how B2B marketers can unlock revenue potential with quality, data-driven content. About the Guest Becky Lawlor is the Founder and Chief Research and Content Officer at Redpoint Content, an agency specializing in original research and thought leadership content for B2B tech brands. With over a decade of experience working with companies ranging from startups to Fortune 500s—including Adobe, IBM, and Zapier—Becky has helped clients achieve 2-3x more leads, extensive media coverage, and a measurable boost in engagement. Her passion for data-driven storytelling and original research stems from her ability to excel across content marketing metrics like SEO, brand awareness, and thought leadership. Over the years, she's surveyed hundreds of B2B audiences and partnered with global marketing teams to deliver research-based content that drives demand and builds credibility. Connect with Becky Key Takeaways - Content That Converts: Original research content drives 3-5x higher engagement than generic educational pieces. - Strategic Gating: Gate content strategically to balance lead capture and accessibility, ensuring a value exchange for gated materials. - Effective Distribution Channels: Focus on one-to-one channels like email and LinkedIn, supported by cornerstone content like webinars, reports, and podcasts. - Data-Driven Decisions: Combine customer insights with marketing data to align content with customer needs and behavior. - The Role of AI: AI tools can enhance brainstorming, outlining, data analysis, and summarizing, but human expertise ensures the quality and relevance of the output. Quotes On Gated Content“The key is to gate content that justifies the investment and offers buyers real value in exchange for their data.” Tech Recommendations - AI tools like ChatGPT and Copilot - Gong for recording calls and deeper insights Recommended Resource Podcasts: - Content Briefly - B2B Marketing with Dave Gerhardt Books:- Obviously Awesome Connect with Becky | Follow us on LinkedIn | Website
Episode Summary In this episode of OnBase, host Chris Moody speaks with Max Maurier about the intricacies of aligning budgets across sales, marketing, and finance to drive organizational growth. They discuss the importance of setting clear go-to-market priorities, measuring ROI accurately, and fostering cross-functional communication to bridge gaps in alignment. Max shares insights into overcoming budget challenges, balancing investments between top-of-funnel and bottom-of-funnel activities, and using innovative AI tools to streamline marketing processes. About the guest Max is an experienced marketing executive with his sights set on ROI and maximizing engagement. His revenue-minded approach to Demand Generation is built on a foundation of Marketing Analytics and Operations. Efficient growth marketing and revenue optimization are the pillars of Max's ongoing success. He's a no-fluff marketer with a passion for maniacal execution of GTM strategy, data-driven analysis and sales alignment. Max builds world-class teams and employs modern AI-powered MarTech designed to inspect what's expected and scale sales and marketing processes to drive growth. Connect with Max Key takeaways - Sales, Marketing, and Finance Alignment: Achieving cross-functional harmony requires clear priorities, shared goals, and consistent communication throughout the fiscal year. - Tailored Budget Allocation: Investments should align with specific go-to-market priorities, such as new logo acquisition, customer retention, or cross-sell opportunities. - The Role of Soft Skills: Presentation skills and structured communication are critical for marketing leaders to gain stakeholder buy-in and showcase the impact of their strategies. - Innovative AI Applications: Tools like Google's Notebook LM reshape internal training by transforming written assets into engaging audio formats. - Metrics-Driven Decision-Making: Choosing the right KPIs and frameworks to measure marketing's impact on revenue is vital for demonstrating ROI and refining strategies. Quotes On Alignment: “Sales, marketing, and finance need to align on go-to-market priorities for budgets to reflect the organization's true objectives.” On Presentation: “Great presentation skills can make or break your ability to secure buy-in during critical budget discussions.”
Episode Summary In this episode of OnBase, host Chris Moody talks with Kris Rudeegraap about innovative approaches to thought leadership, the use of AI tools, and leveraging direct mail to break through email saturation and create personalized customer experiences. Kris shares his journey from Silicon Valley software sales to founding Sendoso, a category-defining direct mail and gifting platform. The conversation dives into actionable strategies for building a thought leadership culture, using AI for smarter engagement, and orchestrating complex sales processes. Kris highlights how combining creative campaigns, social media, and direct mail can generate significant pipeline growth and enhance brand awareness. About the guest Kris Rudeegraap is the co-founder and CEO of Sendoso, the leading Sending Platform. Kris has more than a decade of sales experience and has spent time at Talkdesk, Yapstone, and Piqora. During that time, he discovered that creating meaningful engagements through direct mail and gifting was an effective way to drive demand and increase sales—which helped inspire the idea for Sendoso. Kris is a California native and CSU-Chico alum currently residing in the Bay Area. Connect with Kris Key takeaways - Thought Leadership as a Growth Driver: Kris emphasizes the role of thought leadership in educating the market, inspiring internal teams, and generating quality leads. - The Power of Direct Mail: Innovative direct mail campaigns, integrated with social and digital channels, can cut through saturated email inboxes and create memorable customer interactions. - Leveraging AI for Sales Enablement: Kris outlines how tools like Clay, Hyperbound, and Grace are revolutionizing outreach, training, and account management. - Category Creation: Educating the market is critical in emerging categories. Thought leadership and community building can amplify this effort. - Social Media for Pipeline Growth: Consistently sharing content and creating employee-driven advocacy on platforms like LinkedIn can be a lead generation powerhouse. Quotes On Thought Leadership:"Thought leadership inspires your team internally and builds trust externally, driving both brand value and pipeline growth." On Personalization:"Customers don't want just another email—they want relevance, authenticity, and creativity at every touchpoint." Books: - Revenge of the Tipping Point by Malcolm Gladwell Newsletters: - Hypergrowth Leadership - Andy's newsletter
Episode Summary In this episode of the OnBase podcast, Chris Moody hosts Jeremy Schwartz, who shares insights on the seismic shift from MQL-based approaches to buying groups in Account-Based Marketing (ABM). Jeremy discusses his extensive background in marketing and the challenges of traditional lead-based systems, emphasizing inefficiencies like low conversion rates and misaligned metrics. He highlights the transformative potential of buying groups, explaining how they enable better targeting and personalized engagement across accounts. Jeremy delves into the importance of leveraging data science, marketing automation, and RevOps collaboration to identify and activate high-value opportunities, while sharing practical examples from his experience at Palo Alto Networks. This engaging conversation offers actionable strategies for aligning sales and marketing teams to drive opportunity creation and improve pipeline outcomes. About the guest Jeremy Schwartz is the Sr. Manager of Global Lead Management & Strategy at Palo Alto Networks. He is a seasoned Global RevOps Marketing Leader with over 25 years of experience driving growth and innovation for B2B organizations. Renowned for pioneering strategic buying group models, Jeremy specializes in optimizing demand generation and lead management to deliver measurable results. His expertise lies in architecting large-scale, integrated campaigns that enhance visibility, engagement, and revenue. Committed to fostering collaboration, Jeremy aligns marketing and sales to achieve operational harmony and shared objectives. By leveraging data-driven insights, he transforms complex challenges into strategic growth opportunities, creating long-term business impact and scalable success. Connect with Jeremy Key takeaways - Traditional MQL models lead to inefficiencies like low conversion rates, wasted resources, and engagement with low-priority contacts. Jeremy explains how these models fail to identify real opportunities within accounts. - Jeremy describes buying groups as the next evolution in ABM, focusing on identifying multiple stakeholders within an account and targeting them collectively to improve opportunity creation. - First-, second- and third-party intent signals are critical to identifying active buying groups within accounts. Understanding these signals allows for better allocation of resources and more targeted marketing and sales efforts. - Jeremy outlines how buying groups allow both marketing and sales to work together by using personalized tactics for different stakeholders, creating a seamless activation process. - By analyzing historical data, companies can identify key personas involved in successful deals and tailor their outreach to align with the needs of similar stakeholders in the future. - Jeremy highlights the importance of tools like Demandbase, LeanData, Marketo, and custom-built applications for implementing and scaling buying group strategies effectively. - Jeremy predicts that buying group adoption will accelerate, and technology will evolve to better support this motion, offering enhanced tools for targeting and collaboration. - The successful adoption of buying groups requires an iterative approach that starts with manual processes, develops clear workflows, and eventually integrates technology to scale. Quotes On Identifying Buying Groups: “Being able to see who's in a buying group and understanding their personas is the first step to transforming your account-based strategy.” On Optimizing Resources Based on Signals: “Don't spend money where you see low or no engagement. When you see a high signal account, throw everything, including the kitchen sink, at it.” Communities: - Buying group members (LinkedIn community): A community dedicated to discussions and insights on buying group models in B2B marketing. He recommends this group for professionals seeking to deepen their understanding of buying groups and to engage with industry experts.
Episode Summary In this Onbase episode, Justine Davis, Head of Marketing at Postman, shares her journey from hospitality marketing to leading high-performing teams in tech, offering insights on building go-to-market (GTM) strategies. She emphasizes the importance of aligning sales, marketing, and product teams through data-driven decisions, internal collaboration, and empathy for organizational change. Justine discusses adapting to shifts in marketing attribution, such as the decline of third-party cookies and highlights tools like Salesforce, Looker, and SparkToro as essential for staying competitive. She also underscores the value of curiosity, leadership, and strategic planning in navigating future challenges, offering practical advice for scalable success in B2B marketing. About the guest Justine Davis is Head of Marketing at API platform Postman. She previously served as the Head of Marketing for Atlassian's Agile and DevOps suite of products. With over 9 years of experience working with DevOps teams and tools, Justine is passionate about solving the needs of customers. Outside of work Justine is a mom, avid reader, and loves to close the move goal rings in sunny Scottsdale, AZ on her Apple Watch. Connect with Justine Davis Key takeaways - Conduct a listening tour to understand team dynamics, customer needs, and current successes to shape a data-driven strategy. - Align with sales, product, and data teams by addressing their priorities and showing how the strategy supports shared goals. - Transition to server-side tracking for accurate attribution and compliance with evolving privacy regulations like GDPR. - Hire experienced professionals for new functions to quickly establish processes and build team capability. - Focus on professional domain sign-ups for PLG and pipeline velocity for enterprise strategies to track success. - Foster curiosity and cross-functional collaboration to drive innovation and align teams with shared objectives. Quotes "Trust is built by aligning our goals with those of sales, product, and data teams, fostering a collaborative environment where strategies support shared objectives." Recommended Resource Podcast: - All-In Podcast: A resource for staying updated on general tech trends.macroeconomic trends, industry developments, and insights into the future of AI. - Lenny's Podcast: A go-to for practical and actionable advice on product management, growth, and startups. - Remarkable Marketing Podcast: Focused on effective marketing strategies and trends. - Prof G Podcast: A great choice for insights into tech, marketing, and business strategies Connect with Justine Davis | Follow us on LinkedIn | Website
Episode Summary In this episode of OnBase, host Paul Gibson talks with AI growth expert Clemens Deimann about how AI transforms demand generation. Clemens highlights AI's role in enhancing marketing through predictive analytics, audience segmentation, campaign optimization, and real-time simulations. He also shares strategies for overcoming AI adoption challenges and emphasizes using AI to complement human intuition. This conversation offers practical advice and recommendations for leveraging AI in marketing. About the guest Clemens Deimann is a recognized leader and innovator in Demand Generation, with expertise in integrating AI into marketing strategies. His career journey is marked by a deep commitment to optimizing and scaling Demand Generation processes, which he has sharpened through pivotal roles at leading global companies like Google and LinkedIn. Now at Algomarketing, Clemens is leveraging his extensive experience to drive the future of Demand Generation, ensuring that companies can navigate and thrive in the rapidly evolving digital landscape. Connect with Clemens Key takeaways - AI in Marketing: AI enhances human intuition by providing data-driven insights, enabling better decision-making in demand generation and closing pipeline gaps efficiently. - Key AI Levers: Marketers can use AI to dynamically segment audiences, refine value propositions for personalized messaging, and optimize campaign channels and timing. - Real-Time Optimization: AI-powered simulations allow marketers to predict and tweak campaign performance before execution, reducing trial-and-error cycles. - Overcoming Challenges: Adoption barriers like use case identification and cost concerns can be addressed through rapid prototyping to test AI solutions effectively. - Zero-Party Data: Allowing users to set communication preferences builds trust, supports hyper-personalization, and aligns with privacy-conscious trends. - AI as a Partner: AI complements human roles by acting as a productivity-enhancing tool rather than replacing marketers or sales professionals. Quotes On AI-Driven Campaign Optimization: "AI enables real-time campaign optimization, allowing marketers to tweak audience targeting, messaging, and channels before execution." On Zero-Party Data: "Allowing users to set communication preferences builds trust and supports hyper-personalization, aligning with privacy-conscious trends." Podcast: All-In Podcast: Clemens suggests this podcast for its comprehensive coverage of macroeconomic trends, industry developments, and insights into the future of AI. Connect with Clemens | Follow us on LinkedIn | Website
Episode Summary In this OnBase episode, Chris Moody talks with Tyler Pleiss, Associate Director of Growth Marketing at Movable Ink, about transforming Account-Based Marketing (ABM) from a tactical tool into a strategic go-to-market approach. Tyler shares insights on aligning ABM with enterprise goals, fostering cross-functional collaboration, and leveraging AI for efficiency. He emphasizes the importance of targeted personalization, strategic account prioritization, and focusing on measurable outcomes to drive impactful results. About the guest Tyler Pleiss is a seasoned marketing professional with extensive experience in account-based marketing (ABM) and growth marketing strategies for B2B organizations. Currently serving as Associate Director of Growth Marketing at Movable Ink and a member of the Executive Council at ForgeX, Tyler also consults on marketing strategies at TACK and founded The Pleiss is Right, LLC., a platform dedicated to ABM insights. Previously, Tyler held key roles at Clari, where the focus was on establishing growth marketing for the Strategic Industries segment, and at Terminus, leading strategic ABM initiatives. Additional experience includes positions at Quantum Workplace, Signal 88 Security, and Courtside Marketing. Tyler earned a Master's degree in Management with a Marketing focus from Bellevue University and a Bachelor's degree in Business/Sports Management from Buena Vista University. Connect with Tyler Pleiss Key takeaways - ABM as a Strategic Lever: Reframe ABM as a strategic tool driving measurable business goals like upsells and new market expansion. - Aligning Enterprise Teams: Connect ABM strategies to top company objectives, ensuring alignment across marketing, sales, and SDRs. - Data-Driven Insights: Use analytics to target high-value accounts with the greatest revenue potential. - Cross-Functional Collaboration: Strengthen team alignment through structured communication and project management. - AI for Efficiency: Leverage AI tools to streamline account research, content creation, and campaign execution. - Human-Centric Personalization: Maintain deep personalization by focusing on fewer, high-priority accounts. - Smart Budget Decisions: Double down on marketing channels proven to contribute to pipeline and revenue. - Team Buy-In: Engage sales leaders and SDRs to embed ABM into shared revenue strategies. - Balanced Automation: Use automation for efficiency while preserving authentic, human-led interactions. - Long-Term Relationships: Build lasting connections with key accounts for sustained growth. - Iterative Improvement: Continuously refine ABM tactics using team feedback and performance data. - Targeted Personalization: Scale personalization efforts strategically without sacrificing quality or impact. Quotes On Shifting ABM to Strategy: "ABM isn't just a marketing tactic—it's a strategic framework that ties directly to enterprise goals like growth and expansion." On GTM Alignment: "Success in ABM comes when marketing, sales, and SDR teams rally around shared objectives and prioritize the right accounts together." On Data Utilization: "Data-driven insights aren't optional; they're the backbone of any effective ABM program, helping us focus on accounts that truly matter." Connect with Tyler Pleiss | Follow us on LinkedIn | Website
Episode Summary In this episode of OnBase, host Chris Moody talks with Scott Clark about transforming B2B sales through a buyer-centric, data-driven approach. Drawing from his 30 years of experience in enterprise sales and marketing, Scott shares insights on aligning sales and marketing, leveraging data for efficiency, and integrating CRM and AI tools to enhance customer engagement. He emphasizes the importance of understanding buyer behavior, fostering collaboration, and adapting to digital transformation to drive growth and competitiveness. This conversation offers actionable advice for anyone navigating the evolving sales landscape. About the guest Scott Clark, Vice President of America Sales at CTG, is a 30-year industry veteran helping clients achieve digital transformation. Mr. Clark earned a bachelor's degree in Marketing from Butler University, a master's degree in Management from Harvard University, and is a National Association of Corporate Directors member. Prior to Computer Task Group, Inc. (Nasdaq: CTG), he was the VP of Sales at Ensono, a technology adviser and managed service provider. Before Ensono, he was the Vice President of Sales for the Managed Services Division at NTT Limited (NTT). Before NTT, he served as the Chief Marketing Officer at ConvergeOne. Connect with Scott Key takeaways - Shift to Buyer-Centric Sales: Organizations must adapt to buyers' preferences for self-research and personalized experiences, focusing on being consultative rather than seller-driven. - Data-Driven Strategies: Leveraging data for better forecasting, decision-making, and personalization is essential for reducing sales cycles and improving customer engagement. - Sales and Marketing Alignment: Collaboration between sales and marketing is critical to achieving consistent messaging, targeting, and driving efficiency in the customer journey. - Adopting Technology: Tools like CRMs, marketing automation platforms, and AI-driven insights are foundational for enhancing sales processes and creating competitive differentiation. - Change Management: Successfully navigating sales transformation requires leadership skills to manage mindset shifts, processes, and emotions associated with organizational change. - Focus on Growth Metrics: Understanding and optimizing conversion rates, customer lifetime value, and demand generation efficiency are vital for sustainable growth. - Importance of Data Literacy: Sales teams must be adept at interpreting and applying data insights to make informed decisions and strengthen customer relationships. Quotes On Buyer-Centric Models: "Buyers expect to be taught, to learn something, and to gain knowledge in their decision-making process—not to be told what to do." On Personalization: "Personalize it to me, align it with my organization and my role. Buyers today demand relevance at every step." Books:- The Challenger Sale by Matthew Dixon and Brent Adamson: This book explores the importance of teaching, tailoring, and taking control in sales conversations. - Building a StoryBrand by Donald Miller: It emphasizes the power of storytelling in marketing to clarify messages and engage customers. - Predictable Revenue by Aaron Ross: This guide offers insights into building scalable sales processes and generating consistent revenue. Blogs: - HubSpot Blog: A comprehensive resource covering topics in marketing, sales, and customer service. - Sales Hacker: Provides practical advice and strategies for modern sales professionals. Newsletters:The Lean Startup Newsletter: Offers insights into agile methodologies and innovative business strategies. Connect with Scott | Follow us on LinkedIn | Website
Episode Summary In this episode of OnBase, host Chris Moody sits down with marketing powerhouse Elizabeth Hague to explore the pivotal role of brand building in driving responsible growth and long-term revenue success. Drawing from her 15 years of experience, Elizabeth shares actionable insights on breaking down silos, aligning the brand with demand, and fostering customer obsession to create unified, revenue-driven strategies. From navigating B2B and B2C landscapes to leveraging AI for efficiency, she offers bold perspectives on category leadership, measurable brand success, and overcoming skepticism from boards and CFOs. Tune in to learn how a strong brand foundation can transform your business for 2025 and beyond. About the guest Elizabeth Hague is a seasoned marketing executive with 15 years of experience scaling brands and driving revenue growth. She has shaped a $2.3B valuation brand, scaled two companies to acquisition, and advised over 115 businesses. Recognized as one of Georgia's "Most Remarkable Women" for her mentorship of female entrepreneurs, Elizabeth specializes in aligning brand, demand, and product strategies for pre-IPO companies. With a focus on customer obsession and measurable impact, she empowers teams to deliver full-funnel marketing success and long-term growth. Connect with Elizabeth Key takeaways - Brand as a Revenue Driver: Elizabeth emphasizes that brand building is critical for responsible growth and long-term success, bridging the gap between customer trust and measurable revenue outcomes. - Unified Marketing Approach: Breaking down silos between brand, demand, and product teams is essential for a cohesive strategy that drives category leadership and sustainable growth. - Customer Obsession Wins: A customer-first approach fuels brand trust, repeat business, and long-term revenue, making customer success a key component of marketing strategies. - A brand is Measurable: Contrary to popular belief, brand initiatives can and should be tied to measurable outcomes, such as pipeline influence, customer retention, and category leadership metrics. - Leadership in Uncertainty: In tough economic times, aligning brand strategy with revenue goals helps companies navigate challenges and emerge stronger. - Leveraging AI in Marketing: Elizabeth advocates for using AI to enhance efficiency, from streamlining content creation to personalizing customer experiences, while keeping a human touch. - Advocating for Brand Investment: To address skepticism from boards or CFOs, marketers must connect brand strategy to tangible business outcomes, such as improved onboarding, NPS scores, and trust-building initiatives. - Adapting Across B2B and B2C: Drawing from her experience in both spaces, Elizabeth underscores the importance of tailoring brand strategies to industry-specific needs while focusing on customer value. Quotes On Brand and Revenue Alignment: "Brand isn't just about aesthetics; it's a strategic asset that, when aligned with revenue goals, drives sustainable growth." On Customer-Centric Strategies: "Putting the customer at the heart of your brand strategy transforms them into advocates, fueling long-term success." Recommended Resource Books - "Stealing the Corner Office": A practical and concise book providing insights on navigating workplace politics and leadership.- “Revenue Architecture”: Elizabeth mentioned this new book, focusing on the bow-tie revenue model and aligning revenue leaders across marketing and sales. Connect with Elizabeth | Follow us on LinkedIn | Website
Episode Summary In this episode of OnBase, host Chris Moody talks with Anh Huynh about the evolving role of AI in cybersecurity, especially in email and collaboration systems. Anh shares his journey from early IT setups to today's advanced AI-based security measures, highlighting the shift from heuristics-based to AI-driven threat detection to combat sophisticated business email compromises (BEC). Anh explains how collaboration, communication, and integrating AI across security infrastructures are crucial in staying ahead of cyber threats. They also discuss the importance of emotional intelligence, balancing hybrid work environments, and tools that enhance security and quality of life, especially for remote work. About the guest Anh Huynh is the Director of Messaging Engineering and Head of Security Services at Applied Materials, where he has led teams in securing critical communication infrastructure for nearly five years. In this role, Anh focuses on cybersecurity measures within messaging and collaboration spaces, implementing advanced AI/ML detection processes, and enforcing security protocols like SPF, DMARC, and DKIM to address emerging cyber threats. He also oversees supply chain cybersecurity initiatives, IP protection, and data loss prevention, integrating solutions across platforms like Outlook, Exchange, and Office 365. With over 18 years of experience in global messaging, Anh combines technical expertise with a strategic approach to managing cybersecurity and team development, making him a valuable voice on the role of AI and layered security in modern enterprises.Anh also helps businesses enhance their cybersecurity strategy through his firm, ADH Consulting.Connect with Anh: Phone: 831-277-3525 | Threads: @anhdhuynh75 | Email: anhdhuynh@gmail.com | LinkedIn Key takeaways - AI in Cybersecurity: AI is crucial for detecting sophisticated threats like business email compromises, surpassing traditional methods. - Collaboration is Key: Effective cybersecurity needs strong collaboration and shared intelligence across teams. - Hybrid Work Balance: A balanced mix of in-office and remote work supports productivity and security adaptability. - Layered Security: A multi-layered defense, combining traditional and AI methods, enhances threat detection. - Actionable Insights: AI should provide clear, actionable insights to reduce manual work and improve security. - Emotional Intelligence: Leaders should cultivate emotional intelligence to manage hybrid teams better. - Tech and IoT Tools: Familiarity with various tech ecosystems and using IoT tools can improve personal and professional security. Quotes "The old process of heuristics-based security does not work today in the real world." -Anh HuynhRecommended Resource BooksEmotional Intelligence by Daniel Goleman: It explores how understanding and managing emotions can enhance personal and professional relationships Connect with Any Huynh | Follow us on LinkedIn | Website
Episode Summary In this Special episode celebrating the release of our 500th episode, OnBase welcomes Demandbase CEO Gabe Rogol to discuss the company's recent rebrand and the future of account-based GTM strategies. Gabe shares the vision behind the transformation, emphasizing Demandbase's commitment to solving modern B2B challenges through enhanced integration, transparency, and AI-driven automation. He explains how these changes aim to better align marketing and sales efforts for long-term account success. Gabe also dives into the next phase of account-based strategies, highlighting new insights, data strategies, and automation that will drive alignment and efficiency across teams, shaping Demandbase's path forward. About the guest As the Chief Executive Officer of Demandbase, I'm responsible for fulfilling the company's mission of transforming how B2B companies go-to-market. Since joining Demandbase in 2012, I've been committed to setting the product and corporate strategy for the company. Throughout my two-plus decade career, I've held various leadership positions, including managing world-class customer service and sales teams at IDG and other leading publishers. I received my BA in Comparative Literature and Russian Language and Literature from Brown University. Connect with Gabe Rogol Key takeaways - Purposeful Rebranding: Demandbase's rebrand isn't just cosmetic—it reflects a strategic shift to address evolving B2B needs. Gabe highlights the importance of aligning brand, product, and go-to-market strategy to better meet customer challenges. - Account-based GTM as a Strategic Approach: Gabe emphasizes that account-based go-to-market strategies should be treated as a C-suite initiative rather than a marketing tactic. This shift requires cross-functional alignment, especially between marketing and sales, to maximize account lifetime value. - Enhanced Data Strategy: Successful account-based approaches rely on robust data strategies. Gabe discusses how integrating various data sets—like intent, engagement, and firmographics—is essential to provide actionable insights and ensure alignment. - The Role of AI and Automation: AI-driven automation is key to the future of account-based strategies, reducing manual tasks and delivering actionable insights on audience targeting, messaging, and engagement across platforms, creating a more efficient and effective go-to-market approach. - Focus on High-Value Accounts: Demandbase's approach prioritizes identifying and aligning resources with accounts that offer the greatest potential lifetime value, shifting focus from broad lead generation to targeted engagement with the right customers. Quotes On Rebranding: “Rebranding isn't just a new look; it's a whole-company initiative. It's about understanding where our market is going and clarifying what we want to represent in this new era for Demandbase and the account-based go-to-market category.” On Strategic Alignment: “An account-based approach should be a C-level strategic initiative—not just a marketing tactic. Aligning sales, marketing, and operations around high-value accounts is essential for long-term success.” On Data and Intent: “Intent data is powerful, but it's just one piece of the puzzle. Real success comes from layering intent with technographic, firmographic, and engagement data to create a holistic, actionable view of target accounts.” On the Future of Account-Based Marketing: “We're entering a new phase focused on automation and insights. By delivering audience, message, and action insights across platforms, we're setting the stage for a more efficient and impactful go-to-market strategy.” On AI's Role: “AI has the potential to fulfill the true promise of account-based marketing by automating complex processes and delivering the insights teams need to focus on what really matters: driving value for high-impact accounts.” Connect with Gabe Rogol | Follow us on LinkedIn | Website
Episode Summary In this episode of OnBase, Kyle Lacy discusses strategies for achieving cross-functional alignment between sales, marketing, and other teams. He identifies the main B2B marketing challenge as aligning these groups around common metrics and goals, emphasizing the need for documented processes and a shared revenue model. Kyle stresses the importance of marketing demonstrating its contribution to sales outcomes, not just brand-building. He also shares insights on leveraging AI tools while cautioning against replacing human sales roles. Overall, Kyle provides practical advice for B2B marketers seeking to improve cross-functional alignment and drive business growth. About the guest Kyle has spent the last 17 years building, scaling, failing, and winning in high-growth software. He's currently serving the Jellyfish team as their CMO, and before joining the Jellyfish “bloom,” he had the pleasure of building a company called Lessonly. He has also been fortunate to lead teams at Seismic, OpenView, Salesforce, and ExactTarget. But most importantly, he is the father to two wonderful boys, an energetic dog, and one too many books on World War II. Connect with Kyle Lacy Key takeaways - Cross-functional alignment: Success in sales and marketing hinges on aligning around shared performance metrics e.g., pipeline, revenue) and fostering collaboration across teams. - Focus on key numbers: Misalignment often occurs when sales and marketing teams aren't tracking the same metrics. Agreement on crucial numbers is vital for achieving alignment. - Sales and marketing collaboration: Understanding the sales model, including pipeline coverage and quota attainment, is critical for marketers to contribute effectively to revenue. - Importance of brand: While brand building is essential, it must always tie back to measurable business results like pipeline and bookings. - AI in marketing: AI is useful as an assistant for research, content creation, and data analysis, but it's not yet capable of fully replacing human tasks, especially in prospecting. - Engaging content: Effective case studies and white papers should focus on clear ROI data rather than just promotional content, making them more engaging and useful for prospects. - Documentation and process: Having a well-documented process and alignment on definitions like MQLs) helps prevent confusion and misalignment between teams. - Marketing's goal: The ultimate purpose of marketing is to help sales close deals, and success is determined by contributions to pipeline and quota. Quotes "Nobody cares about your brand campaign if your sales team hits 40% quota attainment." "If you're not aligned with the sales leader and not looking at the same numbers, eventually it's going to break." Recommended Resource Books "Elon Musk" by Walter Isaacson: Kyle recommends this biography for its insights into the mindset of innovators with extreme urgency and ambition. Newsletters Ultra Successful by Dr. Julie Gurner: A paid newsletter Kyle highly recommends. He praises Dr. Gurner for her brilliant insights, noting that it's one of the few newsletters he subscribes to. Connect with Kyle Lacy | Follow us on LinkedIn | Website
Episode Summary In this episode of OnBase, host Chris Moody interviews Aristomenis Capogeannis on the critical role of aligning sales and marketing for successful data and AI transformations. Ari explains that misalignment can increase costs and damage competitive advantage. He emphasizes the importance of a unified "single source of truth" to enhance collaboration and avoid redundant efforts. Ari suggests that innovation often requires a fresh look at existing technologies, not just new tools, and recommends books like Crossing the Chasm and The Four Agreements for personal and professional development. About the guest Aristomenis Capogeannis is the Senior Director of Enterprise Revenue Marketing at Nvidia. With over 20 years of experience, Ari is an expert marketing technologist focused on demand creation and marketing led growth via data-driven strategies. He has successfully led marketing transformations from an operations and organizational standpoint, delivering growth and subsequent marketing attribution to pipeline driving acquisition and funding milestones in the Financial SaaS, Robotic Process Automation, and Networking industries. Connect with Aristomenis Capogeannis Key takeaways - Misalignment between sales and marketing can hinder data and AI transformation, increasing costs and harming competitive advantage. - A unified “single source of truth” is essential for effective collaboration and reducing redundant efforts. - Successful data-driven strategies require actionable insights that resonate across all levels, especially at the executive level. - Innovation often involves leveraging existing technologies more effectively rather than constantly seeking new tools. - Bringing fresh perspectives and talent can provide novel insights and boost organizational growth. Quotes “Misalignment between sales and marketing can turn your brand into the spammy brand nobody wants to talk to.” “Innovation doesn't always mean buying new technology. It often requires stepping back and rethinking how to better use what you already have.” Recommended Resource Books: - Crossing the Chasm by Geoffrey A. Moore - The Four Agreements by Don Miguel Ruiz Connect with Aristomenis Capogeannis | Follow us on LinkedIn | Website
Episode Summary In this episode, Jayashree Rajan shares her unique journey from electrical engineering to becoming a seasoned marketing leader, emphasizing the importance of aligning marketing and sales strategies through trust, empathy, and shared goals. She discusses best practices for balancing inbound and outbound approaches, determining the right marketing mix based on organizational maturity, and prioritizing accounts and leads in an account-based strategy. Jayashree also highlights common challenges in marketing automation, such as data silos, and the need for vendor support and empathy. Throughout the conversation, she shares insights and recommendations that underscore the value of empathy, continuous improvement, and a customer-centric mindset in driving marketing and sales success. About the guest Jayashree Rajan is a seasoned marketing and product management professional with over 20 years of experience in both B2B and B2C sectors. With a background in programming languages and enterprise software development, she has a unique ability to build marketing infrastructures from the ground up and optimize IT marketing frameworks. Jayashree's management philosophy is rooted in collaboration, leading by example, and fostering team growth. She is passionate about mentoring women and draws on her journey to encourage others to break barriers. Her focus remains on leveraging technology to drive marketing excellence and customer engagement. Connect with Jayashree Rajan Key takeaways- To align marketing and sales build relationships based on empathy and trust, have joint ownership of goals, and work backward from revenue targets. - When balancing inbound and outbound marketing, Jayashree recommends starting small with outbound, training the sales team, and gradually expanding the approach based on success and organizational maturity. - To determine the right mix of inbound and outbound look at past performance, ROI of tactics, and the team's skills and comfort level, then continuously adjust the approach. - For account-based marketing, Jayashree stresses the importance of marketing keeping in touch with target accounts, building their interest, and prioritizing MQLs based on demonstrated intent and engagement. - Key challenges in marketing automation include data silos from too many tools, which can be addressed by simplifying the tech stack and consolidating data to reduce friction for sales. Quotes"Leads don't mean much. It's the opportunities. At the end of the day, we all win when you have the right opportunities." -Jayashree Rajan Recommended Resource Books: - The Advantage by Patrick M. LencioniConnect with Jayashree Rajan | Follow us on LinkedIn | Website
Episode SummaryIn this episode, Julie Liu, the Senior Vice President of Strategic Initiatives and Marketing at AvePoint, shares her unique journey into the world of B2B marketing. Despite not having a traditional marketing background, Julie has built a successful career by embracing a "T-shaped" approach - being a strong generalist with deep expertise in specific areas. She discusses AvePoint's consistent go-to-market strategy, which is centered around a buyer journey framework spanning five stages from "horizon scanners" to "clients." Julie emphasizes the importance of aligning the entire organization around this framework and associating each stage with specific metrics. She also highlights the value of investing in the next generation of marketers, focusing on cultivating curious, risk-taking individuals who can bring diverse perspectives. Looking ahead, Julie predicts a shift towards targeting end-users rather than just economic buyers, underscoring the need for adaptable, data-driven marketing strategies. About the guest Julie Liu is the Senior Vice President of Global Marketing at AvePoint, a SaaS and data management platform that manages and protects data to secure collaboration in the Microsoft Cloud, SharePoint, Salesforce, and Google. Julie is an industry-recognized marketing leader, most recently mentoring others to create scalable marketing strategies, launching a sustainable global partner program, and establishing AvePoint as a publicly traded company. Connect with Julie Liu Key takeaways- Embrace a "T-shaped" approach to marketing - be a strong generalist with deep expertise in specific areas. This versatility is crucial as the marketing landscape continues to evolve. - Implement a consistent, organization-wide buyer journey framework to align sales, marketing, and customer success. AvePoint's 5-stage model (horizon scanners, explorers, hunters, active buyers, clients) helps drive targeted strategies and metrics. - Empower and invest in the next generation of marketers. Look for self-starters, problem-solvers, and risk-takers who bring diverse perspectives, not just those who think like you. - Anticipate a shift towards targeting end-users, not just economic buyers, as AI and technology increasingly influence the buyer's journey. Adapt marketing strategies to focus on overall account growth, not just individual leads. - Establish "strategic plays" where all resources are concentrated to achieve significant, measurable outcomes, rather than spreading efforts too thin across multiple initiatives. - Leverage inspiring figures like Paid Playa, Scott Brinker, and Brene Brown to inform your marketing approach, from martech to interpersonal relationships. Quotes"I will never stop learning, because the market changes, right? So the second that I get comfortable is the second I become useless." -Julie Liu Recommended Resource Books: - Transforming the B2B Buyer Journey - Hacking Marketing - Brene Brown's books Connect with Julie Liu | Follow us on LinkedIn | Website
Episode SummaryIn this episode, Avishai Sharon, Co-founder and CEO of Trend Demon, discusses the evolving landscape of B2B marketing and the rise of account-based strategies as a solution to the challenges posed by traditional demand generation tactics. He shares data-driven insights on the changing buyer journey, highlighting decreases in buying group size and website engagement, but increases in conversion rates and marketing investment. Avishai emphasizes the critical role of storytelling and audience captivation in supporting the buyer's process, rather than solely focusing on lead capture. He provides recommendations for better alignment between marketing and sales teams around target accounts and the use of listening technologies and AI to optimize account-based efforts. Avishai predicts that ABM's future evolution will center on understanding anonymous buying groups and orchestrating seamless journeys across multiple channels. About the guest Avishai Sharon, Co-founder and CEO of Trendemon, is a passionate entrepreneur with 20 years of experience in the marketing and sales technology landscapes and their transformative potential. Prior to leading Trendemon, a company revolutionizing the way B2B marketers can effortlessly optimize website experiences and orchestrate buyer journeys, Avishai founded GISight, a leading software development agency serving Fortune 500 customers. He developed his leadership skills during his tenure as an officer in the Israeli Air Force, serving in various key technological roles. Connect with Avishai Sharon Key takeaways- Traditional demand generation tactics are becoming increasingly ineffective, leading to the rise of account-based marketing (ABM) as a solution. - Buyer behavior has shifted, with buyers remaining more anonymous and having greater control over their journey. This has resulted in low conversion rates from MQLs to pipeline. - Data analysis by Trend Demon reveals decreases in buying group size and website engagement but increases in conversion rates and marketing investment, indicating a potential shift from the bear economy. - Storytelling and consistently captivating audiences are critical for demand generation, moving beyond just lead capture. This requires educating leadership on the new marketing landscape. - Sales teams need to focus on listening and providing value to support the buyer journey, with the gap between good and poor sales performance widening. - Alignment between marketing and sales around target accounts is essential, with a shared understanding of the buying group and the inputs required to qualify and vet accounts. - Leveraging listening technologies and AI can help uncover insights, personalize content, and orchestrate buying group journeys across multiple channels, which is a key focus for the future evolution of ABM. Quotes"If we are doing our job correctly, we are saving our buyers time. And I think this should be probably the main benefit, or the main advantage, or the objective of any go to market organization." -Avishai Sharon Recommended Resource Podcasts: - NexGen CMO with Kelly Hopping - Nick Bennett's People-First GTM Model on Marketing Powerups podcast Connect with Avishai Sharon | Follow us on LinkedIn | Website
Episode SummaryIn this episode, Christopher Mael discusses how he has made alignment meetings the most enjoyable part of the month. Christopher explains how he created a unified, goal-oriented environment by bringing diverse perspectives together and facilitating honest conversations to address gaps and align perceptions. He emphasizes the importance of understanding leadership's priorities and building consensus, even when different metrics and priorities exist across functions. About the guest Christopher Mael has been the Director of Sales and Operations Planning for Precor subsidiary Peloton and the fitness space for the last five years. Previously he worked for Loud Technologies, a global leader in performance professional audio equipment for over 12 years. Connect with Christopher Mael Key takeaways- Make alignment meetings the most enjoyable part of the month by facilitating difficult conversations and bringing diverse perspectives together - Build consensus and align perceptions by creating space for honest conversations and understanding leadership's priorities - Address misconceptions about alignment, as it is not a given and can prevent teams from being on the same page Quotes"The biggest misconception about alignment is that it exists most of the time. You get into a meeting and people think they're all on the same page, and they might even be grumpy, like, why are we even having this meeting?" -Christopher Mael Recommended Resource Books- "Fundamentals of Demand Planning and Forecasting" by Chamal Jain - "Demand Management Best Practices" by George Palmatier and Colin Crum Journals- Journal of Business Forecasting by Institute of Business Planning and ForecastingConnect with Christopher Mael | Follow us on LinkedIn | Website
Episode SummaryIn this episode Bill Kenney shares his journey from an art school student to a business owner, and how he co-founded Focus Lab with a business partner. The discussion covers common reasons why companies need to rebrand, such as company maturity, M&A activity, and addressing trademark issues. Bill offers tips for successful branding projects, including setting expectations, keeping the core team small, and trusting the process even when faced with criticism. He emphasizes maintaining a company's core values and culture while adapting to changing market needs. The episode also explores potential pitfalls in B2B branding, such as over-relying on competitors and seeking too many subjective opinions. About the guest Bill Kenney is the Co-founder, Partner, and CEO of Focus Lab and Odi, two global B2B branding agencies. Past clients include Marketo, Salesloft, Zuora, Braze, Outreach, LaunchDarkly, Twilio, Adobe, ASAPP, Luminate, Netflix, Shopify, and many others. Bill is also the author of the Amazon best-seller "Conquer Your Rebrand." When he's not working you can find Bill in one of three places: his couch, the local Jiu-Jitsu gym, or his camper in Vermont. Connect with Bill Kenney Key takeaways- Common reasons for rebranding include company maturity, M&A activity, trademark issues, and the need to differentiate from competitors. - Tips for successful branding projects include setting expectations, keeping the core team small, and trusting the process even when faced with criticism. - Maintaining a company's core values and culture is crucial when rebranding, as it helps bring the brand's heart and soul forward. - Potential pitfalls in B2B branding include over-relying on competitors, seeking too many subjective opinions, and over-emphasizing measuring ROI. - AI can be a useful tool in enhancing visual storytelling, but it cannot replace the human interaction and strategic decision-making required for successful branding. Quotes"The brand is going to be so much larger and different in received through different meanings than what it is when you're creating it." -Bill Kenney Recommended Resource Books: - “Daring Greatly” by Brene Brown - “Can't Hurt Me” by David Goggins - “Traction” by Gino Wickman - “The Infinite Game” by Simon Sinek Podcasts:- A Bit of Optimism hosted by Simon Sinek Connect with Bill Kenney | Follow us on LinkedIn | Website
Episode SummaryIn this episode, Peter discusses the problems with the traditional "marketing qualified lead" (MQL) metric, arguing that it doesn't accurately reflect the relationship between marketing and sales, and suggests focusing on "marketing qualified accounts" (MQAs) instead. Bregman emphasizes the importance of aligning marketing, sales, service, and product teams around a shared go-to-market strategy and customer-centric approach. He also provides recommendations for using AI in marketing to empower sales teams, as well as books, podcasts, and industry experts that listeners should check out. About the guest Peter Bregman is a seasoned professional with over 15 years of experience propelling organizational growth across diverse sectors. Peter has expertly navigated complex business landscapes, assisting various companies, from startups to Fortune 150s, in both B2B and B2C markets. His approach emphasizes collaboration and building strong alliances across Marketing, Sales, Product, and Tech teams to ensure success. Committed to delivering actionable strategies, Peter empowers businesses to drive substantial growth through strategic innovation. Connect with Peter Bregman Key takeaways- The traditional "marketing qualified lead" (MQL) metric is flawed and doesn't accurately reflect the relationship between marketing and sales. Marketers should focus on "marketing qualified accounts" (MQAs) instead. - Aligning marketing, sales, service, and product teams around a shared go-to-market strategy and customer-centric approach is crucial for successful B2B growth. - AI can be a valuable tool in marketing, but it should be used to empower sales teams, not replace them. The key is finding specific use cases and having enough data to train the AI models effectively. Quotes"Quality Matters way more than quantity, prospects have to be at the right place in their buying cycle, the ideal customer profile has to match, and generating a whole bunch of leads is really just resulting in bad conversion metrics, distrust between marketing and sales." -Peter Bregman Recommended Resource Books:- "Invisible Rulers" by Renee de Resta - A fascinating look at how influence and ideas spread on the internet and the creation of "bespoke realities" on social media. Podcasts:- "Planet Money" - An entertaining economics podcast - "Hard Fork" - A podcast covering the state of technology - "In Depth" from First Round Capital - Interviews with founders of companies they've invested in Connect with Peter Bregman | Follow us on LinkedIn | Website
Episode SummaryIn this episode, Mana guides on implementing ethical and unbiased practices when using AI in marketing. She emphasizes the importance of ensuring data diversity, regular model audits, and transparency around how AI makes decisions to avoid bias. Mana suggests marketers ask fundamental questions about AI models, such as how they avoid overfitting, to validate outputs and understand the reasoning behind recommendations, especially for high-stakes decisions. Overall, the discussion highlights the potential for AI to create new opportunities in marketing by enabling more data-driven, scientific practices, and recommends that marketers learn about machine learning concepts to become more proficient in this area. About the guest Mana Ionescu is a digital marketing leader and Head of Digital Marketing at Axos Bank in San Diego. A former agency founder, Mana loves to demystify complex marketing concepts and debunk digital marketing myths. She teaches at the Kellogg Professional Certificate in Digital Marketing and is a sought-after keynote. In her free time, Mana likes to explore the peaks and valleys of our beautiful earth: hiking and SCUBA diving. Connect with Mana Ionescu Key takeaways- Implement ethical and unbiased AI practices through diverse data, regular audits, and transparency - Ask fundamental questions about AI models, like how they avoid overfitting, to validate outputs - Maintain visibility into the "why" behind AI recommendations, especially for high-stakes decisions - Embrace AI's potential to create new opportunities in marketing by enabling more data-driven, scientific practices - Recommend that marketers learn about machine learning concepts to become more proficient Quotes"We can't have a black box. You need to be able to explain to stakeholders how the AI models work and the risks involved." -Mana Ionescu Connect with Mana Ionescu | Follow us on LinkedIn | Website
Episode Summary In this episode of OnBase, Victoria Sakal explores effective go-to-market strategies and the delicate balance between data-driven insights and intuition in marketing. She discusses common challenges companies face, such as organizational disconnects and the struggle to be proactive in rapidly changing markets. Victoria emphasizes the importance of understanding customer needs, monitoring trends, and using an innovation pipeline framework to guide strategy development. She advocates for quality over quantity in marketing efforts, recommending targeted campaigns for specific audiences rather than broad, unfocused approaches. Sakal underscores the value of curiosity and asking better questions to drive growth and innovation in marketing and product development. About the guest With a passion for turning complex inputs on customers, market dynamics, and competitors into smart strategies that drive growth, Victoria has spent the last decade helping companies ask better questions to get better data, source more powerful insights, and stay on top of important dynamics that matter. Previously at Morning Consult and Kantar, Victoria now focuses on all things demand gen, product marketing, market research, and growth strategies to deliver more value for Wonder users. Connect with Victoria Sakal Key takeaways- Balance data-driven insights with intuition for effective marketing decisions - Focus on customer needs and problems when developing go-to-market strategies - Use an innovation pipeline framework to guide strategy from problem identification to launch - Prioritize quality over quantity in marketing by targeting specific audiences with tailored messages - Stay informed through industry newsletters, podcasts, and thought leaders - Embrace curiosity and ask better questions to drive growth and innovation - Align different parts of the organization for cohesive go-to-market execution - Adapt agile approaches to market research for speed and relevance Quotes "Being a degree off at your starting point can leave you a mile off down the road." -Victoria Sakal Recommended Resource Newsletters: - Scott Clary's newsletter on mental models and business inspiration - James Clear's newsletter on life frameworks and processes - Seth Godin's daily digestible content Podcasts:- Lenny's Podcast, which covers product strategy and related disciplinesConnect with Victoria Sakal | Follow us on LinkedIn | Website
Episode SummaryThis episode features Sylvain Awad discussing strategies to optimize demand generation for sales success. Sylvain emphasizes simplifying messaging, aligning marketing and sales goals, and prioritizing lead quality over quantity. He advises repurposing content across verticals for common pain points, validating leads before passing to sales, and generating quality leads through website optimization. Sylvain also touches on implementing account-based marketing tactics and leveraging storytelling in B2B marketing. Throughout the discussion, he stresses the importance of ongoing communication between marketing and sales teams to refine strategies and messaging, providing actionable insights for B2B marketers to improve their demand generation efforts. About the guest Sylvain Awad is an accomplished and dynamic B2B/B2C marketer with extensive leadership experience and a proven track record of orchestrating and optimizing high-impact/global marketing strategies to drive organizational success. Connect with Sylvain Awad Key takeaways- Simplify messaging and avoid overcomplicated demand-gen strategies - Align marketing and sales goals, focusing on lead quality over quantity - Use similar content across verticals when addressing common pain points - Validate and qualify leads before passing them to sales - Generate high-quality leads through organic website optimization and always-on campaigns - Implement account-based marketing approaches for multiple leads from the same account - Leverage storytelling in B2B marketing and sales - Maintain ongoing communication between marketing and sales teams to refine strategies Quotes"Validating and making sure and double checking and triple checking that the lead is valid. And that makes the most sense for getting better quality leads to sales." -Sylvain Awad Recommended ResourceBooks-"The Stories That Stick" by Kendra Hall Connect with Sylvain Awad | Follow us on LinkedIn | Website
Episode SummaryIn this episode, Joshua Hoffman discusses strategies to align sales and marketing teams for better business outcomes. He emphasizes focusing on partnership and shared metrics, using data throughout the sales process, involving marketing in forecasting and pipeline discussions, and creating a culture of cross-team collaboration. Hoffman also highlights the importance of leveraging customer success teams for stronger partnerships. About the guest Josh is currently a partner at CH Consulting after spending the last three decades in global leadership roles at Dell, Avaya, Palo Alto Networks, Datto, and Netrix Global. CH Consulting is a team of experts with relevant expertise in Sales, Marketing, Transformation, Strategy, Growth, Operational Excellence, Legal, and more. Connect with Joshua Hoffman Key takeaways- Focus on the partnership between sales and marketing, not finger-pointing- Establish shared metrics and common language across teams- Use data and analytics throughout the entire sales process- Involve marketing in forecasting meetings and pipeline discussions- Create a culture of collaboration and mutual support- Leverage customer success teams to build stronger partnerships- Break down silos to drive better business outcomes Quotes"This is supposed to be a partnership. When sales and marketing get at odds, which happens in a lot of organizations, there has to be a way to bring people back to square." -Joshua Hoffman Recommended Resource Books-The One Minute Manager -Atomic Habits -Everybody Writes Connect with Joshua Hoffman | Follow us on LinkedIn | Website
Episode SummaryRebekah Gardner and Jason Keever discuss how the tax industry has evolved significantly in recent years to keep up with digitalization and changing client needs. They explore how Ryan is leveraging technologies like artificial intelligence to improve efficiency and deliver exceptional client value. The speakers highlight the importance of breaking down silos between professional services and product teams. They emphasize building trust, communication, and incentives to encourage collaboration. Gardner and Keever also address balancing innovation through new product development while maintaining important client relationships. Keever provides an example of how AI could streamline processing large volumes of variable tax documents. About the guests Rebekah Gardner Rebekah is a relationship-focused global sales leader with over 20 years of experience as a federal tax partner. She has a proven track record across multiple industries, and from small businesses to Fortune-ranked companies. Her expertise spans private equity, strategic partnerships, and software channels, all underscored by a commitment to collaboration, accountability, and achieving results. Connect with Rebekah Gardner Jason Keever Jason serves as the President of Ryan's tax.com™ division. With over 15 years of experience in driving revenue for private-equity-backed, high-growth SaaS companies, he leads the executive team in expanding technology services for existing clients and venturing into new markets. Jason's previous leadership roles include Chief Revenue Officer, President, Chief Sales Officer, and Vice President of Sales across various industries. Connect with Jason Keever Key takeaways- The tax industry has significantly evolved to keep up with digitalization and changing client needs and expectations. - Technologies like AI can be leveraged to improve work efficiency and enhance the client experience. - It's important to break down silos between professional services and product teams through improved trust, communication, and aligned incentives. - Companies must balance innovation through new product development while maintaining important client relationships. - Accumulating and analyzing vast amounts of industry data can provide a competitive advantage through solutions like streamlining document processing. Quotes"Now one of the prominent pieces of the conversation with Clients is inevitably, what technology are you using to get this done? How are we certain that you are doing this in the most efficient way?" -Rebekah Gardner "We're uniquely positioned, we're uniquely focused on corporate tax, and we have the breadth of data that's going to help empower that type of movement in the market."-Jason Keever Recommended Resource Books Good to Great by Jim Collins Dare to Lead by Brene Brown Scaling People by Claire Hughes Johnson Amp It Up by Frank Slootman
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