Podcasts about ABM

En este episodio he compartido los cuatro modelos de crecimiento en B2B: producto, ventas, marketing y cliente. Producto: funciona en fases iniciales, cuando tu solución es tan innovadora que se vende sola. Ventas: el más común, pero cada vez más limitado porque los compradores apenas pasan un 17% del proceso hablando con vendedores. Marketing: inversión a medio plazo, imprescindible hoy para atraer y retener, aunque no da resultados inmediatos. Cliente: el más potente ahora mismo, porque pone la confianza y la experiencia en el centro y alinea marketing, ventas y equipo técnico para crecer de forma sostenible. La clave es identificar de dónde viene tu crecimiento real y si ese modelo sigue encajando con el contexto actual de tu mercado. Si notas que te cuesta captar clientes como antes, quizás ha llegado el momento de replantear tu estrategia. Si quieres seguir profundizando en cómo hacer crecer tu empresa B2B de forma más rentable, suscríbete gratis en leticiadelcorral.com/gratis.

In the closing episode of our Christian Businessman Series, Alex sits down with Tim Paulson, Co-CEO of Emery Sapp & Sons, one of the largest construction companies in the Midwest. From his humble start as a “Rodman” on a survey crew to leading a billion-dollar enterprise, Tim's journey is a testimony to faith, perseverance, and God's purpose in the marketplace. He shares about the importance of accountability, lessons learned from mentors at Evangel, the “Four C's” that shaped his career, and why caring like Christ is the ultimate differentiator in leadership. Tim's story reminds us that true success isn't just about building projects—it's about building people and reflecting Jesus in every sphere of influence.

In this episode, I'm joined by three exceptional members of our Healthtech Marketing Network - Mariana Small, Elena Putilina, and Amy Swanson - who spearheaded our first-ever AI Cohort project. Together, they surveyed over 100 healthtech marketing leaders to understand how our community is actually using AI in their day-to-day work, moving beyond the hype to examine practical applications and real challenges.The research revealed some fascinating insights about where we stand as an industry. While 93% of respondents are using AI in some capacity, very few organizations have successfully integrated AI into their core workflows or developed strategic roadmaps for implementation. Perhaps most telling, almost no one is measuring AI's impact beyond basic productivity metrics, creating a significant gap between leadership's enthusiasm and actual business value demonstration.While leadership teams are generally supportive and see potential value, they're looking for AI to drive demand generation and performance improvements - not just cost savings. However, marketers are struggling with workflow integration, tool selection overwhelm, and demonstrating clear ROI. The community has identified four key areas where they need help: AI-based search optimization, future skills development, creating repeatable workflows, and establishing governance frameworks.This research confirms we're still in the early stages of AI adoption in healthtech marketing, but it also provides a clear roadmap for moving from experimentation to strategic implementation. The findings show that while the enthusiasm is there, we need to focus on building proper foundations.Key Topics Covered"(00:00:00) Introduction""(00:01:00) Meet the AI Cohort Team""(00:05:00) State of AI Usage in Healthtech Marketing""(00:07:00) Most Popular AI Tools and Applications""(00:09:00) The Measurement Challenge""(00:12:00) Management Expectations vs. Reality""(00:16:00) Organizational Bottlenecks and Barriers""(00:18:00) The Need for AI Champions""(00:19:00) What the Community Wants Next""(00:22:00) Governance and Ethics Considerations""(00:23:00) Personas, Sales Enablement, and Search""(00:26:00) Strategic vs. Tactical AI Implementation""(00:30:00) Closing Advice from the Research Team""(00:33:00) Key Takeaways and Webinar Announcement"Join us for an in depth webinar covering the AI Cohort Research on October 8th at 1 pm ET.If you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.Follow me on LinkedIn.Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!Thank you to our presenting sponsors, HIMSS, a leader in advancing health equity, digital innovation, and data-driven care through technology, policy, and community collaboration. And also HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

On Scrappy ABM, host Mason Cosby sits down with Jeff Hardison, CRO at CaseMark, to cut through tool-first thinking and get back to the fundamentals: pick the ideal customer profile that buys, retains, and expands—then run ABM to get more of your best. Jeff draws a sharp line between ICP and a target audience (the hunch you're “pushing up a hill”) and shows why alignment breaks when leadership confuses the two.ㅤThey map old-school account-based playbooks to today's stack, using intent, tasteful personalization by industry or growth stage, and PLG motions that convert free usage into organization-wide adoption—the classic “come over the top” expansion. From Calendly's surprising webinar signal (“please self-promote the product more”) to building lists with AI agents and wiring product + checkout data to measure PLG ABM, this conversation stays grounded in experiments, feedback, and outcomes.ㅤIf you're testing a new segment, scaling a hybrid PLG + sales motion, or correcting an over-automated program, this is a practical blueprint to run scrappy without breaking the bank.ㅤ

In this episode of the Scaling Japan Podcast, we're joined by Kenneth Jeng, a Japan Startup Ecosystem Veteran and a long-time ecosystem builder who has worked across the U.S. and Japan.This is Part 1 of a two-part series recorded in November 2024 with Kenneth.Kenneth shares hard-hitting insights on what's really holding Japan's startup ecosystem back — from the cultural and structural roadblocks to limited business development capabilities and lingering visa barriers for foreign entrepreneurs.He offers a rare comparison between Japan and the U.S. startup environments, outlining why IPOs in Japan don't function like exits, how the country's high living standards may be dulling entrepreneurial hunger, and why so many promising startups stall before reaching scale.If you're a founder, investor, or policymaker interested in Japan's startup space, this is a must-listen for understanding where things stand and what's starting to change. Stay tuned for Part 2 where we go deeper into founder mindsets, investor culture, and the future of Japan's startup growth.AIM B2B – Integrated Marketing & PR in AsiaThis episode is sponsored by Custom Media, Tokyo's leading integrated marketing and PR agency since 2008, helping global brands expand across Japan and APAC.They can help you with:- Localized storytelling to build trust in Asian markets- Strategic performance marketing for measurable growth- Account‑based marketing (ABM), paid media, GEO, and SEO- HubSpot‑certified CRM & marketing automation- Data‑driven implementation with cultural expertiseLearn more about AIM B2B Show Notes:00:00 – Introduction02:55 – Differences in Ecosystems07:45– Current Narratives and Trends12:38 – IPO in Japan16:27 – Immigration and Visa for Startups in Japan18:57 – Living Standard in Japan for Entrepreneurs26:30 – Pros of Japan Startup Ecosystem31:20 – Venturing and Scaling41:42 – Comparing Growth Rate46:30 – Importance of Business Development & Team51:17 – Scaling in JapanLinks from Guest Appearance:

In this episode of The Way We See It, Alex has a rich and thought-provoking conversation with Jason Hurt, Founder and Principal Consultant at Hurt Consulting, an organization dedicated to guiding faith-based nonprofits and mission-driven organizations toward sustainable impact. Jason shares his bold journey of leaving corporate America—stepping away from power, performance, and a comfortable paycheck—to follow God's call into the nonprofit world. After briefly owning a business, he quickly realized that his deeper purpose wasn't in profit margins but in people and mission. Now, he helps leaders align vision with impact and navigate real transformation. Jason shares some of the key lessons he's learned along the way: Never trade influence for impact. Surround yourself with people who aren't impressed by you. And regularly audit your calendar to make sure your time reflects your values. With the release of his new book, Climbing Down the Ladder, Jason is a voice for men looking to exchange hustle for calling, and success for significance. #ChristianBusinessman #FaithAndLeadership #PurposeDrivenLife #ClimbingDownTheLadder #JasonHurt #HurtConsulting #FromSuccessToSignificance #NonprofitLeadership #KingdomImpact #MenOfFaith #TheWayWeSeeItPodcast #FaithInAction #AuthenticLeadership #AuditYourCalendar #LeadWithPurpose #ChristianMenWhoLead Alex Bryant Ministries is focused on helping people be reconciled to God, then within one's own self, and finally being reconciled to our fellow man in order to become disciples. Connect with us and our resources:    Our books - Let's Start Again & Man UP    More about us Like, subscribe, and share. Partner with ABM to place resources in jails and the inner city for $19 a month at alexbryant.org.  Follow us on Facebook or Instagram

Successful marketers are able to anticipate and act on opportunities and trends, but what happens when the next 10 days can be as difficult to predict as the next 10 years? Agility requires not only rapid responses to changing market conditions, but also the ability to anticipate and proactively shape those conditions to your advantage. It's no longer enough to react; you have to predict and influence.Today, we're going to talk about navigating the uncertainties of the current digital advertising environment and maximizing ROI when forecasting feels like gazing into a crystal ball. To help me discuss this topic, I'd like to welcome, Heidi Bullock, CMO at Tealium. About Heidi Bullock Currently the CMO of Tealium, a customer data platform (CDP) provider, Heidi Bullock is an experienced marketing executive who has built a 20+ year career working at both global enterprise technology companies and start-ups. Prior, she was the CMO of Engagio, where she was responsible for the go-to-market strategy, product marketing, internal sales, corporate communications and ABM initiatives. Before Engagio, Heidi was the Group Vice President of Global Marketing at Marketo. Heidi has contributed to key thought leadership guides, including the Clear and Complete Guide to ABM Analytics and the Definitive Guide to Account-Based Marketing, Lead Generation, Content, Mobile Marketing, and Engaging Email. Heidi is a frequent speaker and guest lecturer for B2B marketing. Heidi Bullock on LinkedIn: https://www.linkedin.com/in/hbullock/ Resources Tealium: https://www.tealium.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Try ZipRecruiter for FREE at ZipRecruiter.com/audio Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

In this AI Quick Take episode, I take a look at one of the most fascinating yet misunderstood applications of AI in healthcare: digital twins. While this concept has been around in engineering and technology circles, I wanted to explore what it really means for us as healthcare marketers and why it could be a game-changer for our industry.A digital twin is essentially a virtual model of a real-world process, system, or even a person. Think of it as a digital replica that can simulate how real things behave. In healthcare, we're already seeing exciting applications, such as simulated patient flow through emergency departments, personalized treatment modeling for individual patients, and even simulations of medical devices like pacemakers or MRI machines. What makes these particularly powerful for marketers is that, unlike static personas, digital twins continuously ingest real-world data and evolve over time. I outlined three key marketing use cases that could transform how we work. Creating digital twins of our buyers - essentially persona modeling on steroids. Simulating the value of products before customers ever buy.Helping prospects experience outcomes before deployment.The bottom line is that digital twins could help us solve healthcare's notorious long sales cycles by moving from "trust us, our solution works" to "here's exactly how it'll work in your specific environment." I believe the vendors who master this capability over the next few years will have a significant competitive advantage, being able to prove value in weeks rather than months through immediate outcome simulation.Key Topics Covered“Introduction to Digital Twins (00:00:00)”“Healthcare Applications (00:02:00)”“Marketing Advantages (00:04:00)”“Buyer Digital Twins (00:05:00)”“Product Marketing Applications (00:07:00)”“Sales Enablement (00:08:00)”“Getting Started - Customer Data (00:10:00)”“Content Development Strategy (00:11:00)”“Demo Differentiation (00:11:00)”“Future Vision (00:13:00)”“Closing Advice (00:14:00)”If you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.Follow me on LinkedIn.Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!Thank you to our presenting sponsors, HIMSS, a leader in advancing health equity, digital innovation, and data-driven care through technology, policy, and community collaboration. And also HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

Have you ever crushed your marketing goals, only to find sales lagging far behind—and then still gotten in trouble for it? Mason Cosby, founder of Scrappy ABM, has been there too. In this episode of Scrappy ABM, Mason shares how account-based marketing creates alignment across marketing, sales, and customer success so everyone wins together.ㅤWith over $25 million in sourced revenue generated from ABM in just three years, Mason breaks down a practical definition of account-based marketing that focuses on shared target accounts, best-fit customers, and building a unified strategy across teams. From why ABM is exclusive to B2B, to how to identify your most profitable and happiest customers, this episode gives you a clear, simple framework you can start applying today. And for quick buy-in? Mason even shares a toddler-friendly definition that reframes ABM as inviting only the best people to your party.ㅤ

Successful marketers are able to anticipate and act on opportunities and trends, but what happens when the next 10 days can be as difficult to predict as the next 10 years? Agility requires not only rapid responses to changing market conditions, but also the ability to anticipate and proactively shape those conditions to your advantage. It's no longer enough to react; you have to predict and influence.Today, we're going to talk about navigating the uncertainties of the current digital advertising environment and maximizing ROI when forecasting feels like gazing into a crystal ball. To help me discuss this topic, I'd like to welcome, Heidi Bullock, CMO at Tealium. About Heidi Bullock Currently the CMO of Tealium, a customer data platform (CDP) provider, Heidi Bullock is an experienced marketing executive who has built a 20+ year career working at both global enterprise technology companies and start-ups. Prior, she was the CMO of Engagio, where she was responsible for the go-to-market strategy, product marketing, internal sales, corporate communications and ABM initiatives. Before Engagio, Heidi was the Group Vice President of Global Marketing at Marketo. Heidi has contributed to key thought leadership guides, including the Clear and Complete Guide to ABM Analytics and the Definitive Guide to Account-Based Marketing, Lead Generation, Content, Mobile Marketing, and Engaging Email. Heidi is a frequent speaker and guest lecturer for B2B marketing. Heidi Bullock on LinkedIn: https://www.linkedin.com/in/hbullock/ Resources Tealium: https://www.tealium.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Try ZipRecruiter for FREE at ZipRecruiter.com/audio Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

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This episode of the OnBase Podcast delivers a masterclass in building modern go-to-market strategies with ABM at their heart. Host Paul Gibson talks with Robert Norum about why a focused, account-based approach is no longer optional for B2B organizations—it's essential. Robert breaks down the journey from traditional, volume-based marketing to a sophisticated, tiered ABM model that aligns the entire organization.The conversation uncovers the most common challenges businesses face when adopting ABM, from securing leadership buy-in to managing expectations and moving beyond outdated MQL metrics. Robert provides a clear roadmap for success, emphasizing that ABM is not just a marketing tactic but a company-wide directive that unites sales, marketing, and customer success into a single, powerful growth engine.Listen to the full episode to gain the confidence and clarity needed to make ABM your primary GTM strategy.Key TakeawaysABM is the Go-to-Market StrategyFor enterprise organizations, ABM should be the central GTM strategy, not just another marketing program.Focus is EverythingAn account-based approach forces you to concentrate your budget, resources, and people on the accounts that truly matter..Alignment is Non-NegotiableSuccess depends on creating a "SWAT team" across sales, marketing, and customer success, all working toward shared account goals.Pilots Can Be a TrapTreating ABM as a short-term pilot is a recipe for failure; it requires long-term investment and commitment from the top down.Measure What MattersMove beyond MQLs and vanity metrics. Focus on moving the dial within target accounts, expanding your footprint, and creating real pipeline opportunities..Quotes"ABM is the glue that has the potential to really connect organizations and break down silos across different teams"Best Moments (04:37) – The Evolution of ABM: Robert discusses how ABM grew from a one-to-one approach for large enterprises to a scalable, multi-tiered strategy.(09:05) – The Case for Focus: Why concentrating on high-value accounts is the most critical decision a B2B business can make today.(20:12) – The Biggest ABM Challenge: The most common mistake companies make is diving in without defining what ABM means for their organization and getting leadership buy-in.(24:17) – The End of Silos: How an account-based approach fosters an equal partnership between sales and marketing.(30:50) – Winning Over Leadership: Strategies for building a compelling business case for ABM and getting the C-suite excited.(42:40) – The Role of AI: How AI will accelerate ABM, but human intelligence remains essential to brief, interpret, and quality-check the output.Resource RecommendationsBooks:Account-Based Marketing: The Definitive Handbook for B2B Marketers by Bev Burgess.Shout-OutsJon Miller - MarTech entrepreneur,Co-founder at Marketo and EngagioMarta George - Head of EMEA AMB Programmes, Ping Identity.Lianne O'Connor - Global Field & ABM Marketing Director, Fluke Corporation.Andy Johnson - Founder and Director of Client Strategy, HUT 3.Charlotte Graham-Cumming - CEO, Ice Blue Sky Corporation.About the GuestRobert Norum is a B2B Marketer with over 30 years experience. He has worked in magazine publishing, IT distribution, marketing agencies and for the last 20 years as an independent marketing consultant. During this time he has worked on brand, demandgen, channel, ecommerce and sales enablement. For the last 10 years he had specialised in ABM working with a number of leading agencies and directly for wide cross-section of global brands. Since 2017, he has delivered the ABM Essentials training course for B2B Marketing training over 750 marketing professionals in the process. Robert has also been the ABM and Demand Strategy Expert on Propolis since its launch.Connect with Robert.

Scrappy ABM brings together Mason Cosby and Natalie Marcotullio for a conversation that keeps ABM grounded in practice: build hyper-specific verticals, show buyers their future state with interactive demos, and measure success on pipeline.ㅤNatalie, Head of Growth and Product Marketing at Navattic, explains why one-to-many ABM works best when the product is visual and prospects can say, “suddenly it clicks.” From narrowing beyond G2 categories to stacking signals across LinkedIn ads, Slack alerts, and PLG activity, this episode highlights the fundamentals of focusing lists, consolidating signals, and ensuring ABM efforts don't burn cash.ㅤ

In this episode of the Scaling Japan Podcast, we welcome back Rina Sakuraba, Founder and CEO of Coaching Leaders Japan, for Part 2 of our deep dive into Japanese communication and leadership culture.Rina breaks down two essential concepts that drive how people communicate and make decisions in Japan, Honne (true feelings) and Tatemae (public face). These cultural dynamics impact everything from feedback and trust to accountability and external negotiations.You'll learn how to spot the subtle signs of Tatemae, how to encourage honest feedback (Honne) in your teams, and how to avoid miscommunication that could derail a project.If you're a business leader, consultant, or team member operating in Japan, this episode is packed with real-world examples and practical strategies to help you build stronger, more transparent relationships in a culturally respectful way.AIM B2B – Integrated Marketing & PR in Asia This episode is sponsored by Custom Media, Tokyo's leading integrated marketing and PR agency since 2008. They have recently rebranded to AIM B2B, helping global brands expand across Japan and APAC.• Localized storytelling to build trust in Asian markets • Strategic performance marketing for measurable growth • Account‑based marketing (ABM), paid media, GEO, and SEO • HubSpot‑certified CRM & marketing automation • Data‑driven implementation with cultural expertiseLearn more about AIM B2B : hi.switchy.io/h7TM Show Notes:00:00 – Introduction01:47 – What is Ho-Ne and Ta-te-maye?15:16 – How does Ho-Ne and Ta-te-maye affect business?23:21 – Management, Ho-Ne and Ta-te-maye26:30 – How to balance Ho-Ne and Ta-te-maye in meetings30:31 – Applying it in external negotiation with companies34:20 – How do you know if someone is speaking Ta-te-maye?43:10 – Methods to gently express Ho-Ne46:30 – Accountability49:10 – Key NotesLinks from Guest Appearance:

En este episodio hablo de Revenue Orchestration, una metodología que va más allá de Smarketing y RevOps y que se está convirtiendo en la clave del crecimiento en el B2B industrial. Te explico de forma clara: Qué significa realmente orquestar los ingresos. En qué se diferencia de RevOps y del clásico “marketing + ventas”. Por qué es imprescindible en un contexto donde los compradores B2B solo dedican un 17 % de su proceso de compra a hablar con proveedores y la mayoría de las decisiones se toman en el Dark Funnel. Cómo aplicar Revenue Orchestration en tu empresa con mi metodología COCREAR®, alineando marketing, ventas y técnico en torno a un KPI común y un mensaje coherente. Si tu empresa sigue trabajando en silos, estás perdiendo ingresos cada día. Aquí descubrirás cómo pasar del ruido a la orquesta. Si quieres saber más suscríbete en https://leticiadelcorral.com/gratis/

In this episode of The Way We See It, Alex sits down with Steve Rook, CEO of Sunrise Lawn and Tree in Nixa, Missouri. As part of our Christian Businessman Series, Steve shares how he integrates faith, leadership, and service into his work as a business owner and community leader. From humble beginnings to running a successful company, Steve opens up about the values that drive him, the lessons he's learned in business, and the importance of honoring God through every decision. Whether it's navigating challenges, managing employees, or raising a family—Steve reminds us that faith isn't something you add to your life… it's the foundation.

Ricky Abbott is President, Americas at Transmission, where he leads the agency's growth and client partnerships across the region. With more than 20 years of experience in B2B marketing, he has helped global brands align brand, demand, and ABM strategies to drive measurable business impact.

This lecture provides some historical background and motivation for System Dynamics Modeling (SDM) and Agent-Based Modeling (ABM), two other simulation modeling approaches that contrast with Discrete Event System (DES) simulation.In particular, in this lecture, we briefly introduce System Dynamics Modeling (SDM) and Agent-Based/Individual-Based Modeling (ABM/IBM) as the two ends of the simulation modeling spectrum (from low resolution to high resolution). The introduction of ABM describes applications in life sciences, social sciences, and engineering (Multi-Agent Systems, MAS)/operations research. NetLogo is introduced, and it is used to present examples of running ABM's as well as the code behind them. This lecture is also be coupled with notes discussing the Lab 3 (Monte Carlo simulation) results and general experience. These comments focus on interval estimation (which is right 95% of the time, as opposed to point estimation that is right 0% of the time) and the role of non-trivial distributions of random variables (as opposed to just their means).

In this episode, I had the pleasure of speaking with John Lynn, founder of Healthcare IT Today and Swaay Health, and Brittany Quemby, who leads their marketing effort. We discussed the evolving landscape of healthcare technology buyers and the marketing strategies that are most effective in today's increasingly challenging environment.John provides insights into how the healthcare technology buyer is changing and how the committee-driven decision-making process has become even more complex. Buyers are only investing in solutions with clear ROI or AI connections. Without these elements, vendors find themselves in an education mode, preparing for when budgets eventually open up.We also discussed the three major pain points keeping healthcare leaders awake at night: security threats (the 3 AM breach call), AI strategy challenges (navigating the current "best of breed" landscape while waiting for all-in-one solutions), and EHR optimization (maximizing the massive investments already made).Key Topics:“(00:00:00) Introduction”“(00:01:00) - The Origin Story of Swaay Health”“(00:04:00) - The Evolving Healthcare Technology Buyer”“(00:07:00) - Major Pain Points for Healthcare Leaders”“(00:11:00) - Sources of Trust and Influence”“(00:17:00) - The Access Problem”“(00:19:00) - What's Working in Marketing”“(00:25:00) - Video Content Strategy at HIMSS”“(00:28:00) - Content Formats and Trends”“(00:33:00) - Future Marketing Trends”“(00:37:00) - Go-to-Market Strategy Recommendations”If you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.Follow me on LinkedIn.Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!Thank you to our presenting sponsors, HIMSS, a leader in advancing health equity, digital innovation, and data-driven care through technology, policy, and community collaboration. And also HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

A slightly provocative title sets the tone: the old way versus the right way. On Scrappy ABM, host Mason Cosby brings together leaders who've been in the belly of the beast—people who built ABM programs at technology vendors and across startup, mid-market, and enterprise realities. The panel aligns on a clear definition: a B2B revenue strategy that aligns marketing, sales, customer success, and rev ops around a shared target account list that reflects best customers, with data-driven decision making.From pre-COVID tool stacks (Engagio→Demandbase, Terminus, Uberflip/PathFactory, Marketo, Salesforce, LinkedIn Campaign Manager, Google Ads) to unbundled, signal-driven programs, the group contrasts platform-led decisions with strategy-first programs. Costs spiraled—$200k+ in tools and team lift pushing some stacks to $910k—while teams chased account-level intent that often came from one contact or disappeared inside the ICP filter. Today's shift centers on signals, precision, and orchestration: pick the right accounts, design plays around triggers, personalize experiences, and measure contribution, not just source. The takeaway: get the foundations right, then add tech that plays nicely together.

Dave Burnett is the CEO and Founder of AOK Marketing, a digital marketing agency specializing in AI-driven SEO, paid media, and lead generation. AOK Marketing helps companies grow by optimizing their online presence through modern tools and strategies. Dave is a digital transformation expert who has mentored over 1,000 businesses and trained professionals through the Canadian Marketing Association. He previously co-founded Achievers.com, which was acquired for $110 million, and has started multiple other ventures, including PromotionalProducts.com. In this episode… Google's dominance in search is being questioned in the age of AI. With new tools like ChatGPT, Claude, and Perplexity changing how people find information, is traditional SEO becoming obsolete? And how can companies ensure they're still discoverable when clicks are disappearing? Online marketing and AI expert Dave Burnett unpacks the changing landscape of online search and explains why businesses need to look beyond backlinks and keywords. Dave emphasizes that entity authority — how consistently your business is represented online — is now crucial for visibility in AI-driven search. He shares strategies for optimizing websites, tracking prompts, and maintaining your brand's visibility in both traditional and AI-powered search results. Tune in to this episode of the Smart Business Revolution Podcast as John Corcoran interviews Dave Burnett, CEO of AOK Marketing, about the intersection of SEO, AI, and digital marketing strategy. Dave shares insights on entity optimization, tracking AI search performance, and the tools that help him scale faster. The conversation also touches on ABM campaigns, technical SEO, and building AI-friendly web infrastructure.

El respeto al estado de derecho es señalado como un determinante para atraer inversiones productivas, como las que están llegando en el marco del nearshoring. Y ahora que entran en funciones los jueces y magistrados que votó una proporción del electorado mexicano, traemos una propuesta del presidente de la Asociación de Bancos de México (ABM), Emilio Romano, para incrementar el número de tribunales especializados en materia mercantil y financiera.Y para ayudarnos a entender como puede operar esta propuesta a favor de los clientes de la banca y de los mismos banqueros, el Consultor jurídico de la firma Consultoría Integral, Martín Morales, accedió a conversar con nosotros.

In this episode of The Way We See It, part of our Christian Businessman Series, Pastor Alex talks with longtime friend Dr. Tony Robinson, Director of Human Resources for Certified Staff at Independence School District and former superintendent. The conversation traces their connection back to Evangel, then moves into Tony's journey as a husband, father, and leader in education. He shares candidly about his faith walk, the challenges of balancing work and family, and how he strives to honor God in every area of life. Dr. Robinson offers practical advice for men navigating leadership, faith, and responsibility—reminding us that at the end of the day, he's a man just like the rest of us, doing his best to live with excellence, integrity, and purpose. #ChristianBusinessman #FaithInEducation #LeadershipMatters #MenOfFaith #KingdomLeadership #TheWayWeSeeItPodcast #PublicSchoolLeadership #FaithAndWork #PurposeDrivenLife #LiveYourFaith #EducationalLeadership #IntegrityInLeadership #WorkLifeFaith #ExcellenceWithPurpose #TonyRobinson #ISDLeadership #EvangelAlumni #FaithInTheWorkplace #ChristianMenWhoLead Alex Bryant Ministries is focused on helping people be reconciled to God, then within one's own self, and finally being reconciled to our fellow man in order to become disciples. Connect with us and our resources:    Our books - Let's Start Again & Man UP    More about us Like, subscribe, and share. Partner with ABM to place resources in jails and the inner city for $19 a month at alexbryant.org.  Follow us on Facebook or Instagram

Send us a textEveryone makes ABM about accounts - and better account targeting. But ABM is not really about accounts. It's about the buyers inside the accounts you want to land and expand. It's about improving the interactions you have with these buyers and the account experiences you deliver to them. In this episode, Andy Monahan at Yield Group joins Kristina Jaramillo and Eric Gruber to discuss what it means to be buyer-led and how ABM programs should be buyer-led. They also discuss:1. How GTM teams do not understand their buyers -- and what GTM teams are missing.2. How teams are not looking at buying group make-up fit, strategic fit, or future fit when defining the ICP. 3. How teams are not looking at the readiness of accounts.  4. How teams often miss the step of realigning their positioning, messaging, content, and even their pricing with the new ICP.  They are pushing out the old stuff to new accounts and hoping for a better result. But accounts are still going dark because they haven't changed the content, interactions, and experiences to align with the ICP and the buyers within those ICP accounts. 

Send us a textA couple of months ago, Gabe Rogl, the CEO of Demandbase, posted:BGM, or Buying Group Marketing, is the new ABM. Yes, ABM was named wrong in the first place. It should have been account-based go-to market, or account-based experience.  But it's because it's just not a marketing thing. And yes, it's still foundational for businesses that market complex solutions with long sales cycles, but there's been a clear evolution the last 15 years that's led us to the criticality of buying groups. It started around 2010, when the lead-based approach reached its endpoint. That led to the decade-plus evolution of ABM as a practice, as a job function, and as a technology. ABM was a huge step forward because it focused resources on accounts that led to the greatest LTV and made sales and marketing alignment a priority. But today, the best go-to markets are supercharging ABM by operationalizing buying groups as:1.  Not everyone in an account is relevant to the sales cycle.2. There are more people involved in a sales cycle than ever before. 3. Accounts can purchase multiple products, focusing on the account alone without using buyer groups as a data object. This makes it very difficult to prospect, sell, forecast multiple opportunities in the same account.4. Engaging buying groups de-risks every phase of revenue creation. Pipeline, win rates, renewal, expansion. 5. It is an absolute competitive differentiator right now, because few companies are doing it well.This is why he says BGM initiatives will drive the next wave of B2B growth. But on this episode, Jessica Fewless at Inverta joined Kristina Jaramillo and Eric Gruber to challenge Gabe's post and thoughts.  

In this AI Quick Take episode, I explore the critical concept of prompt engineering. This skill is fundamental in transforming how you use AI tools like ChatGPT, Claude, and Perplexity in your professional work. Most people are using these robust AI systems like glorified search engines, but to unlock their full potential for marketing, sales enablement, and content creation, mastering prompt engineering is essential.AI systems are competent, but they need context, constraints, and clear objectives to deliver truly valuable results. In the episode, I will review the Five Layer Framework for crafting effective prompts: Define the role and contextSet specific objectivesClarify audience and use caseEstablish format and constraintsDefine success criteriaI also walk through practical examples in market research, campaign planning, and sales enablement, showing how this structured approach can save 20-30 hours of manual work while delivering superior results.Key Topics Covered:"(00:00:00) - Episode Introduction""(00:03:00) - What is Prompt Engineering?""(00:06:00) - Basic vs. Engineered Prompt Example""(00:07:00) - The Five Layer Framework""(00:11:00) - Using AI to Help Create Better Prompts""(00:12:00) - Market Research and Analysis Applications""(00:14:00) - Campaign Strategy and Planning""(00:15:00) - Sales Enablement Applications""(00:16:00) - Advanced Prompt Engineering Techniques""(00:20:00) - Common Mistakes to Avoid""(00:21:00) - Closing and Resources"For a detailed walkthrough of AI prompt engineering, ⁠check out our "How To" guide.⁠If you are interested in discussing this or any other topic, let's have a chat.  ⁠Reach out to me directly⁠ to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your LinkedIn questions and challenges.⁠Follow me on LinkedIn⁠.Subscribe to The HealthTech Marketing Show on ⁠Spotify⁠ or watch us on ⁠YouTube⁠ for more insights into marketing, AI, ABM, buyer journeys, and beyond!Thank you to our presenting sponsors, ⁠HIMSS⁠, a leader in advancing health equity, digital innovation, and data-driven care through technology, policy, and community collaboration. And also ⁠HealthcareNOW⁠, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

Scalestack is revolutionizing go-to-market operations through intelligent automation, helping enterprise revenue teams eliminate what CEO Elio Narciso calls the "manual work tax" - the 72% of time sales reps spend on tedious data tasks instead of engaging with customers. With $3.1 million in funding and enterprise customers including MongoDB, Redis, and Astronomer, Scalestack has built an agentic orchestration platform that transforms how large organizations manage their revenue data. In this conversation, Narciso shares how his team discovered the massive ROI hidden in back-office automation and why the future belongs to companies that can seamlessly blend human strategy with machine execution. Topics Discussed: The concept of "manual work tax" and its impact on sales productivity  Why 95% of AI investments in enterprises are failing to produce results  Scalestack's evolution from automation platform to agentic workflow orchestration  The company's enterprise-first approach and deployment strategy with large customers  How Scalestack landed MongoDB as an early customer through targeted outbound  The role of podcasting as an ABM strategy for enterprise sales  Scalestack's vision to replace traditional CRMs with intelligent systems of action GTM Lessons For B2B Founders: Target the back-office before the front-office: While many AI companies rush to automate customer-facing roles like SDRs, Narciso emphasizes that the real ROI lies in back-office automation. He cites an MIT study showing that 95% of AI investments fail when focused on last-mile customer interactions, while back-office process automation delivers measurable results. B2B founders should prioritize automating the tedious work that doesn't directly touch customers but enables better customer engagement. Enterprise customers require co-creation, not just deployment: Scalestack's success with MongoDB, Redis, and other large customers came through what Narciso calls "deployment engineers" - essentially building custom solutions collaboratively. He draws inspiration from Palantir's model of developing technology alongside customers. This approach requires significant upfront investment but creates defensible technology that can be productized for the broader market. B2B founders targeting enterprise should be prepared to invest in customer success resources that can handle complex, bespoke implementations. Use customer language to refine your messaging: Narciso completely redid Scalestack's website based on language extracted from hundreds of customer calls and podcast interviews. He emphasizes that "customers always have the best words" because they've lived the pain most deeply. Rather than relying on internal assumptions about positioning, B2B founders should systematically capture and analyze how customers describe their problems and desired outcomes. Cold email still works with enterprise buyers when done strategically: Scalestack's first major customer, MongoDB, came from a cold email to their SVP of Sales Ops. The key was targeting someone (employee #8 at MongoDB) who had an entrepreneurial mindset and curiosity about learning from vendors. Narciso's insight: enterprise operators often want to learn from startups tackling similar problems, whether to buy the solution or implement it internally. B2B founders should research target prospects' backgrounds and approach those with startup experience or operational curiosity. Podcasting as ABM for enterprise sales: Narciso uses his "Revenue Engine Masters" podcast strategically as an account-based marketing tool, targeting specific people at target companies rather than focusing on broad reach. After recording nearly 20 episodes, he's seeing inbound interest and using the content to extract messaging insights. The podcast also strengthens relationships with prospects and customers who participate. B2B founders should consider podcasting not as a mass-market strategy but as a high-touch relationship-building tool for their ideal customer profile.   //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM 

In this episode of the Scaling Japan Podcast, we welcome Rina Sakuraba, Founder and CEO of Coaching Leaders Japan, an executive coach and cross-cultural leadership expert who helps professionals build deeper communication and emotional safety inside Japanese companies.Rina breaks down the concept of ne-mawashi, Japan's behind-the-scenes alignment process and why it's essential for getting real buy-in from teams, not just silent nods.She shares how foreign managers and Japanese leaders can improve communication through coaching, build trust with quieter team members, and avoid the common pitfalls that cause ne-mawashi to backfire.One surprising insight: many teams mistake information-sharing for alignment. Rina explains how leaders can transform one-way communication into real consensus-building.If you're managing a Japanese team, selling into Japan, or navigating cross-cultural leadership, this episode is packed with honest and actionable advice.AIM B2B – Integrated Marketing & PR in Asia This episode is sponsored by Custom Media, Tokyo's leading integrated marketing and PR agency since 2008, helping global brands expand across Japan and APAC. They can help you with:Localized storytelling to build trust in Asian marketsStrategic performance marketing for measurable growthAccount‑based marketing (ABM), paid media, GEO, and SEOHubSpot‑certified CRM & marketing automationData‑driven implementation with cultural expertise Learn more about AIM B2B Show Notes: 00:00 – Introduction03:00 – Why Ontological Coaching is Important07:55 – What is Ne-mawashi15:02 – Purposes of Ne-mawashi in Japanese Culture25:05 – How to Set a Comfortable Environment for Sharing Concerns30:00 – Challenges Leaders Face with Ne-mawashi39:27 – Techniques for Better PracticeLinks from Guest Appearance:

Traditional ABM is changing fast. Are you keeping up? In this episode, you'll learn how AI can power up your ABM, personalize outreach at scale, and boost engagement without losing the human touch. Get real strategies and tools to build trust and measurable results.And don't forget! You can crush your marketing strategy with just a few minutes a week by signing up for the StrategyCast Newsletter. You'll receive weekly bursts of marketing tips, clips, resources, and a whole lot more. Visit https://strategycast.com/ for more details.==Let's Break It Down==07:49 Tech Platforms: Skills and Strategy Barriers08:30 "Scaling Personalized Web Experiences"14:17 "AI-Driven Personalized Messaging Journeys"18:46 "Streamlined Tech and Personalized Engagement"21:00 Personalized Account Strategies with AI23:05 Thoughtful Direct Mail Strategies26:27 Personalization Erodes Media Trust31:59 Streamlining Sales Signal Detection33:58 Endless Data Hygiene Challenge==Where You Can Find Us==Website: https://strategycast.com/Instagram: https://www.instagram.com/strategy_cast/Facebook: https://www.facebook.com/strategycast==Leave a Review==Hey there, StrategyCast fans!If you've found our tips and tricks on marketing strategies helpful in growing your business, we'd be thrilled if you could take a moment to leave us a review on Apple Podcasts. Your feedback not only supports us but also helps others discover how they can elevate their business game!

This episode features an interview with Thea Hayden, CMO at Cognizant, a  leading professional services company that brings deep technology and industry expertise together to help our clients transform and stay ahead. Thea discusses the importance of a strong partnership with IT, and the significance of multi-channel tactics. She also shares insights into experiential marketing tactics and her commitment to fostering a culture of experimentation and fun within her marketing team. Key Takeaways:We often discuss building strong relationships with the CFO, but investing in your relationship with your CIO is essential too, since the martech stack is so crucial to success. Overindexing on any strength will make it your weakness; nothing works in isolation and a multichannel approach is necessary. AI may be the death of spray and pray tactics and broad reach marketing, since personalization will be so much easier and more successful. Quote:  ”The tactic that may finally die because of AI is spray and pray, right? Because everything's going to be so personalized and so easy to personalize, and so much more effective because of that. And so I think even the days of just super broad reach maybe are dead altogether.”Episode Timestamps: *(03:00) The Trust Tree: Start with the end in mind*(16:48) The Playbook: Overindexing on strengths, makes them weaknesses*(33:30) The Dust Up: Build a strong relationship with IT*(34:26) Quick Hits: Thea's quick hits Sponsor:Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Thea on LinkedInLearn more about CognizantLearn more about Caspian Studios

In this episode, I delve into a topic that's been personally frustrating me and affecting countless other LinkedIn users: the dramatic decline in organic reach and engagement on the platform. LinkedIn has been instrumental in building Health Launchpad's brand over the years, but like many others, I've noticed it's simply not working the way it used to.Richard Vander Blom's comprehensive LinkedIn Algorithm Report is an incredible resource that I reference in this episode.This reveals some stark statistics from February 2024 to February 2025:50% decline in reach (impressions) across the platform25% decline in engagement (likes, shares, comments)41% decline in follower growth rates95% of creators have experienced declining reachLinkedIn has fundamentally changed its algorithm to prioritize relevance over exposure. Where we once used LinkedIn for broad amplification, the platform now focuses on getting content in front of fewer but more relevant people. This LinkedIn decline, combined with decreasing SEO-driven traffic due to AI overviews, means two key pillars of inbound marketing are becoming less effective. Both Google and LinkedIn have changed in ways that make inbound marketing more challenging. This, in turn, increases the pressure to buy ads. This forces us as marketers to fundamentally rethink our inbound strategies.In this episode, I present my seven-point strategy for adapting to these changes. It's still possible to build meaningful connections and grow your business through LinkedIn. The key is to accept that the old playbook no longer works and to embrace these new realities.Key Topics“(00:00:00) Introduction”“(00:03:00) LinkedIn's importance to Health Launchpad and declining performance”“(00:05:00) Richard Vander Blom's LinkedIn Algorithm Report findings”“(00:08:00) LinkedIn's algorithm shift: relevance over exposure”“(00:17:00) Seven strategies introduction”“(00:19:00) Strategy 1: Niche focus and target audience sizing”“(00:21:00) Strategy 2: Engagement metrics over reach metrics”“(00:22:00) Strategy 3: Active engagement"“(00:24:00) Strategy 4: Mobile-first content creation and formats”“(00:27:00) Strategy 5: Building following through consistency”“(00:30:00) Strategy 6: Daily connection building (30-40 invites)”“(00:33:00) Strategy 7: LinkedIn newsletters as content format”“(00:35:00) Broader implications: SEO and LinkedIn both declining”“(00:37:00) Call to action for listener feedback and connection”Check out our full blog post for a deep dive into LinkedIn's algorithm changes.Here are the other posts I referenced:How to Master LinkedIn, Build Your Brand and WinCustomersMy Insane LinkedIn RoutineLatest LinkedIn Ads BestPractices for Healthtech MarketersInterested in exploring how to improve your LinkedIn strategy? ⁠Reach out to me directly⁠ to schedule a no-obligation discussion. This isn't a sales call—just an opportunity to talk through your LinkedIn questions and challenges.Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

How can Account-Based Marketing deliver growth in an era of AI and complex buying journeys? NetApp's Fabiana Brunetti shares how piloting, personalization, and cross-functional buy-in can turn ABM from aspiration to action.

In this episode, we delve into the world of Account-Based Marketing (ABM) with Stuart Matthewman, who shares the hard-won lessons from IR's six-year journey with ABM. From early failures and misalignment issues to achieving an incredible 80X return on marketing spend, Stuart reveals the critical importance of sales and marketing alignment. He provides a detailed blueprint for implementing a successful ABM program. This episode is packed with actionable insights for B2B marketers looking to move beyond traditional lead generation tactics and build sustainable revenue growth through strategic account targeting. Guest Introduction Stuart Matthewman joined IR in 2014 and was promoted to CMO in 2022, having risen through the ranks and strengthened the marketing function. Under his leadership as CMO, he has been a key contributor to IR's remarkable growth, driving a 132% increase in revenue, a 289% growth in EBITDA, and a complete overhaul of the global marketing team. Stuart is a B2B CMO of the Year Finalist for 2025 and brings extensive experience leading global marketing teams across ASX-listed technology companies. Key Topics The early ABM struggles: Why IR's initial attempts at account-based marketing failed over six years, including issues with sales alignment and over-personalisation too earlyThe turning point: How bringing in new sales leadership and rebranding ABM as "Account Based Everything" (ABE) transformed their approach and resultsThe 12-16 week ABM process: A detailed breakdown of IR's structured approach, from pre-warming accounts to SDR activation and sales follow-up sequencesSales and marketing alignment: Practical strategies for getting sales teams fully bought into ABM programs and maintaining consistent executionSDRs under marketing: Why IR moved their SDR function from sales to marketing and the benefits this structure provides for ABM executionMeasuring ABM success: How IR tracks progress without traditional MQL metrics and focuses on account engagement and pipeline generationAI integration: Current experiments with AI to automate and scale ABM activities while maintaining personalisationBranding evolution: IR's journey from "Integrated Research" to "IR" and the market research that guided their brand consolidation strategy Resources & Links People Mentioned: Stuart Matthewman - CMO, IRByron Sharp - Director, Ehrenberg-Bass InstituteProfessor Jenni Romaniuk - Associate Director, Ehrenberg-Bass InstituteMark Ritson - Marketing Professor and Mini MBA FounderKerry Cunningham - 6Sense ABM ExpertKim Scott - Author of "Radical Candor"John Lombardo - B2B Institute (LinkedIn) Companies & Tools: IR (Integrated Research) - Performance monitoring software for critical IT infrastructureEhrenberg-Bass Institute - World's largest centre for marketing research6SenseDemandBase Books & Resources: "How Brands Grow" - Byron Sharp"How Brands Grow Part 2" - Byron Sharp and Jenni Romaniuk"Radical Candor" - Kim Scott"Better Brand Health" - Jenni Romaniuk"Building Distinctive Brand Assets" - Jenni RomaniukWomen in Product Marketing Podcast Subscribe to the xG Weekly Newsletter for weekly insights on B2B growth across APAC: https://xgrowth.com.au/newsletter Contact & Credits Host: Shahin Hoda Guest: Stuart Matthewman Produced by: Shahin Hoda and Alexander Hipwell Edited by: Alexander Hipwell Music by: Breakmaster Cylinder APAC's B2B Growth Podcast is Presented by xGrowth

In this episode of the Scaling Japan Podcast, we're joined by Robert Heldt, CEO of AIM B2B, to explore how marketing in Japan is transforming.Robert shares exclusive data and insights from the 2025 State of Marketing report in Japan and across APAC. From skyrocketing AI adoption to a sharp dip in content marketing effectiveness, this episode unpacks what's changing, why it matters, and how companies can adapt.If you're a marketing leader, brand manager, or agency working in Japan, this episode is your inside guide to what's working and what's next.AIM B2B – Integrated Marketing & PR in AsiaThis episode is sponsored by AIM B2B, Tokyo's leading integrated marketing and PR agency since 2008, formerly known as Custom Media. Helping global brands grow across Japan and the APAC region with:• Localized storytelling to build trust • Strategic performance marketing for measurable growth • Account‑based marketing (ABM), paid media, GEO, and SEO • HubSpot‑certified CRM & marketing automation • Data‑driven implementation with cultural expertiseLearn more: https://aim-b2b.com/Show Notes:00:00 – Introduction01:12 – Overview of the Podcast02:10 – Recap on 2024 Report03:10 – Surveys on Marketing Report06:15 – Significant Changes in Results: AI Usage for Marketing07:50 – Findings About Similarities: Storytelling, Content Objectives09:52 – Report Regarding Usage of Generative AI and AI in General14:00 – Significant Changes in Results: Content Marketing as A Strategy18:36 – Story of Rebranding AIM B2B from Custom Media24:50 – Finding that Impacted AIM B2B's Strategy: Outsourcing39:07 – Types of Content from B2B Companies41:30 – Importance of Thought Leadership Content45:55 – Content Marketing Trends in Japan49:32 – Top 3 Skills Marketers Will Need50:45 – How AIM B2B is Scaling Clients' Success52:33 – How to Connect with RobertLinks from Guest Appearance:Robert Heldt on LinkedIn : https://www.linkedin.com/in/robertheldt/Link to Report : https://aim-b2b.com/blog/longform/content-marketing-japan-2025-insights/AIM B2B Podcast : https://aim-b2b.com/podcast/AIM B2B: https://aim-b2b.comCoaching with Tyson Looking to take your business to the next level? Let our host Tyson Batino help you scale from $100,000 to $10,000,000 with his coaching and advisory services.

In this AI Quick Take, I do my best to demystify the confusing landscape of AI models that's been a little overwhelming. The AI world feels like the mid-'90s browser wars all on steroids, with multiple companies vying for dominance, each with its own approach and philosophy.I started by breaking down the major players. The big story isn't just about who has the smartest model - it's about trust, speed, and who controls the interface between you and AI. I also go into how our company went through the process of selecting OpenAI as our enterprise platform, and why GPT-5's consolidation approach and improved reasoning capabilities could make it compelling for health tech marketing applications.Most importantly, I explored what this means for us as healthcare marketers. With AI getting better at complex research and evaluation, our buyers are going to do even deeper analysis before they ever engage with vendors. This creates both a challenge - harder to reach prospects early - and an opportunity to feed the AI beast with more comprehensive content that influences those AI-powered research sessions.Key Topics Covered:“(00:00:00) Introduction and GPT-5 Overview”“(00:01:00) The Complexity Problem”“(00:04:00) The Major AI Players Breakdown”“(00:11:00) Company AI Platform Selection”“(00:13:00) GPT-5 Deep Dive”“(00:16:00) Implications for Health Tech Marketing”Interested in exploring how to improve your AI enablement strategy? Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call—just an opportunity to talk through your LinkedIn questions and challenges.Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

In this episode of the Scaling Japan Podcast, we welcome Fariza Abidova, CEO of Trusted Corporation, and a seasoned expert in cross-border innovation, corporate partnerships, and global HR development.Fariza shares what's really happening inside Japan's corporate innovation ecosystem from the invisible blockers within large organizations to the cultural nuances that slow down high-potential projects. She dives into why open innovation often fails to scale, which Japanese cities are becoming more startup and innovation-friendly, and what kind of timeline expectations foreign partners should really have.She also pulls back the curtain on hard truth facts as: after 3/4 years of running pilot innovation projects, many companies shut them down if revenue isn't produced, regardless of long-term potential.If you're a startup founder, consultant, or part of a government innovation program working in or with Japan, this episode is your inside guide to navigating corporate innovation here.AIM B2B – Integrated Marketing & PR in Asia This episode is sponsored by Custom Media, Tokyo's leading integrated marketing and PR agency since 2008, helping global brands expand across Japan and APAC. They can help you with:Localized storytelling to build trust in Asian marketsStrategic performance marketing for measurable growthAccount‑based marketing (ABM), paid media, GEO, and SEOHubSpot‑certified CRM & marketing automationData‑driven implementation with cultural expertise⁠Learn more about AIM B2BShow Notes: 00:00 – Introduction 03:05 – Why Accelerating Innovation in Japan 08:05 – Open Innovation 14:10 – Working with Japanese Corporations 19:45 – Innovation Challenges in Japanese Companies 23:05 – Secret Challenges Only Insiders Know 29:50 – How to Foster Innovation in Corporates 31:50 – Cities in Japan to Launch Innovation Projects 35:30 – Strategies for Accelerating Innovation 43:30 – Government Policy Shifts 50:10 – Tips for Engaging with Large Corporations 52:05 – Timelines: Japan vs Global 56:31 – Final Message from Fariza Links from Guest Appearance:

Richard Peterson, CFM, FMP, SFP is Director of IFM at ABM Industries Supporting Waymo where he is responsible for overseeing facility management operations and is passionate about driving operational excellence, safety, and innovation. He also serves as Vice President of the IFMA Silicon Valley Chapter and Secretary for IFMA's Corporate Facilities Council with a mission is to assist FMs in navigating their career journey using leadership skills training, peer mentoring, and specialized education. Mike Petrusky asks Richard about his experiences in the profession and why he believes that knowing one's strengths and attributes is essential for success in facility management. Being a workplace leader in FM today involves a balance between the technical aspects of the job and the human element of creating spaces that foster innovation and productivity. Richard brings his personal passion for leadership development and community engagement to his career, which has resulted in his attaining IFMA credentials that have led to his professional success. Mike and Richard discuss IFMA's upcoming World Workplace conference in Minneapolis as they look forward to networking and great educational opportunities and they encourage you to grow in your facility management journey by offering the inspiration needed to be a Workplace Innovator! Connect with Richard on LinkedIn: https://www.linkedin.com/in/richard-peterson-cfm-fmp-sfp-33a526ba/ Learn more about IFMA's World Workplace: https://worldworkplace.ifma.org/ Explore the ABM website: https://www.abm.com/ Discover free resources and explore past interviews at: https://www.workplaceinnovator.com/ Learn more about Eptura™: https://eptura.com/ Connect with Mike on LinkedIn: https://www.linkedin.com/in/mikepetrusky/  

Text us your thoughts on the episode or the show!In this episode of Ops Cast by MarketingOps.com (powered by The MO Pros), hosts Michael Hartmann, Mike Rizzo, and Naomi Liu delve into one of the most discussed shifts in B2B marketing and revenue operations: the evolving roles of Marketing Qualified Leads (MQLs) and Marketing Qualified Accounts (MQAs).In this episode, you'll learn:Why the traditional MQL model may be falling short and where MQAs step in.How to realign marketing and sales around shared intent signals.Common pitfalls when transitioning from MQLs to MQAs (and how to avoid them).Practical advice on shifting measurement frameworks to reflect real buyer behavior.To unpack this timely topic, they're joined by two accomplished leaders in RevOps and marketing strategy:Andrea Frazier, Senior Revenue Operations Technical Consultant, is known for her expertise in building scalable systems and aligning sales, marketing, and data. What makes her presence special on this podcast is that she will be a part of the Mopsapalooza as a speaker.Jessica Fewless, VP of Marketing and Partnerships, has deep experience in ABM, demand gen, and full-funnel program strategy.Together, they challenge long-standing definitions of buying intent and discuss how teams can evolve from lead-focused metrics to account-based signals that drive more aligned, strategic growth.Tune in now, because whether you're in Marketing Ops, RevOps, or Demand Gen, this episode offers an expert-led perspective on what it means to qualify, measure, and act on intent in today's B2B environment.Check out our complete toolkit for helping you move from MQLs to MQAs!Episode Brought to You By MO Pros The #1 Community for Marketing Operations Professionals Visit UTM.io and tell them the Ops Cast team sent you. Join us at MOps-Apalooza: https://mopsapalooza.com/Save 10% with code opscast10Support the show

In this episode, I sit down with Kristin Russel, CMO of symplr, to unpack how she's building a unified brand in one of the most complex corners of healthcare — and doing it right in the middle of the AI revolution. Kristin shares how symplr has evolved from a collection of acquired companies into the “backbone of healthcare operations,” and why that's required not just smart marketing but category creation. We explore her concept of “branded demand,” how she balances ABM, demand gen, and opportunity marketing, and why she believes you can't outwork complexity — you have to outsmart it. From AI-driven personalization to surviving the shift toward AI-powered search, Kristin offers an inside look at how one of healthcare's biggest players is keeping their marketing fresh, relevant, and human.Key Topics:“(00:00) Kristin's untraditional path to marketing”“(03:00) The symplr story”“(09:30) Creating a new category”“(16:00) Growth marketing beyond new logos”“(21:45) The art of “branded demand”“(26:00) Adapting to the AI search shift”“(30:00) Always On / Always Optimizing”“(35:00) AI in content creation”“(39:00) Personalization at scale”“(41:45) Kristin's closing advice”Check out our full blog post where I break down Kristin's approach to “Branded Demand”.Interested in exploring how to build your brand? Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call—just an opportunity to talk through your LinkedIn questions and challenges.Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

Send us a textOn this episode, Kristina Jaramillo and Eric Gruber talk ABM with Aura Lupascu - ABM leader at the supply chain tech company, Icron.   When you listen to this episode, you'll learn:1. The collaboration with sales that is needed to drive revenue growth with ABM --- and how ABM cannot be done in pockets and reactive, like ABM was done at one of Aura's past companies.  2. How your ABM programs should have an impact beyond sourcing the pipeline.3. The problem with 1:1 hyper-personalization with accounts that haven't proven they are worthy of the white-glove care and attention. You'll learn about an account-based GTM where there is a personalization journey.  4. The challenges the teams face with 6sense, including the fact that the platform only defines the total relevant market and not your ICP, and that intent data is speculative. 5. How Icron is lacking POV content and how it's limiting the success of Icron's program. You'll learn how many content marketers are great at creating account awareness, thought leadership content, but they lack the knowledge and know-how to create content that drives stage progression, enables buyers, and supports sales. 

In this episode of the Scaling Japan Podcast, we welcome Bela Schweiger, President and CEO of Enter Japan K.K. Bela brings over 20 years of leadership experience at global firms including The Coca-Cola Company, Nokia, Häagen-Dazs, and L'Oréal.Bela shares essential insights on how retail distribution works in Japan, including the roles of trading houses, drugstores, convenience stores, and corporate buyers. He also provides practical strategies for handling Japanese distributor inquiries and how to pitch your brand effectively in a market known for its high standards and relationship-driven business culture.If you're aiming to launch or expand your consumer product in Japan, this episode is a must-listen for learning how to enter and grow in Japan's highly structured retail landscape.---AIM B2B – Integrated Marketing & PR in AsiaThis episode is sponsored by Custom Media, Tokyo's leading integrated marketing and PR agency since 2008, helping global brands expand across Japan and APAC.They can help you with:Localized storytelling to build trust in Asian marketsStrategic performance marketing for measurable growthAccount‑based marketing (ABM), paid media, GEO, and SEOHubSpot‑certified CRM & marketing automationData‑driven implementation with cultural expertiseLearn more about AIM B2BShow Notes:0:00 – Introduction1:11 – Overview of Retail Distribution in Japan8:03 – Major Beverage Brands of Japan15:35 – Role of Trading Houses (Sogo Shosha)26:01 – How to Handle Inquiries and Leads from Japanese Distributors33:57 – Comparing Corporate vs. Small Retail Partners37:18 – Growth of Drug Stores and Convenience Stores as Retail Channels40:21 – How to Localize Marketing for Japanese Consumers44:01 – Tips on How to Pitch Your Brand in Japan49:14 – Key Takeaways from Bela SchweigerLinks from Guest Appearance:

Continuing our Account Based Prospecting expert series, in this episode, Samis joined by Mason Cosby, founder and CEO of Scrappy ABM, to discuss the intricacies of account-based marketing (ABM) and its application in recruitment.Throughout the conversation, they cover a lot of ground:From exploriing the importance of niching down, to identifying the right audience, and some of the challenges organizations face when implementing ABM strategies. Mason shares tactical steps for building an effective ABM program, emphasizing his 4D approach. We're not being cheeky when we say these are assets and advice you'd typically have to pay someone to give you — so listen, take notes, and be well on your way to improving your marketing and prospecting efforts...just. like. that. Chapters:00:00 - Why ABM is the ultimate growth tool for modern recruiters06:12 - Beyond spray and pray: Evaluating your recruitment lead generation09:05 - Is your recruiting agency ready for account-based marketing?16:10 - How to build your ABM strategy for client acquisition35;01 - How to find and leverage data to build your ideal client profile41:50 - From data to deal: Activating your ABM client prospecting54:05 - Beyond placements: Calculating the ROI of your ABM strategyExplore all our episodes and catch the full video experience at loxo.co/podcastBecoming a Hiring Machine is brought to you by Loxo. To discover more about us, just visit loxo.co

In this episode, we're joined by Sander van Gelderen, CMO at Effectory, an employee listening solution platform helping organizations measure and improve engagement, enablement, and productivity at scale, serving 700+ recurring customers across the Benelux, DACH, and now the Nordics. We spoke with Sander about how Effectory transformed from a project-based consultancy into a recurring revenue SaaS business and how his team is reshaping their go-to-market motion through Account-Based Experience (ABX). The goal? Closing the gap between marketing and sales, reducing waste, and targeting only the accounts truly in-market. Here are some of the key questions we address: What is ABX and how does it differ from ABM in practice? How do you unify marketing and sales targeting to remove friction? What were the warning signs that the traditional MQL model wasn't working? How do you implement ABX without losing velocity or your team's trust? What process and tech changes are required to make ABX work? How should marketing compensation evolve in an ABX world? What are the real trade-offs and pitfalls no one talks about?

The revelation that shattered systems thinking: Replacing every combustion car with electric vehicles improves urban efficiency by only 6%—revealing why isolated optimizations fail in complex ecosystems.Dr. Parfait Atchadé from MIT Media Lab discovered this through quantum-enhanced urban modeling in Boston's Kendall Square. His breakthrough: humanized AI agents with emotional architectures that "live" in virtual cities for decades of compressed time, then vote on configurations—exposing the systematic failure of single-variable optimization. Paradigm Shifts:→ The Single-Solution Trap: Complex systems require the vast majority of improvements from interconnected changes—individual optimizations create illusion of progress while missing systemic impact→ Quantum Superposition Planning: Test multiple city configurations simultaneously rather than sequential scenarios—compress 40 years of urban experience into months of simulation→ Agents with Feelings: AI agents embedded with emotional models (joy, fear, anger, sadness) provide qualitative experience data impossible to capture from human stakeholders→ Portfolio Voting Revolution: Beyond binary decisions—split voting percentages across options like investment portfolios, enabling nuanced collective optimization→ Traditional systems modeling: Sequential scenario testing vs. Quantum approach: Parallel reality simulation with dramatic efficiency gainsThe Innovation: Humanized Agent-Based Modeling (h-ABM) creates digital beings with memory, perception, and emotional responses that navigate virtual systems, accumulating experiences and providing stakeholder insights traditional analytics cannot capture.Strategic Application: Any complex ecosystem requiring multi-stakeholder optimization—from organizational transformation to supply chain design—can leverage quantum-enhanced modeling with emotionally-intelligent agents.Strategic Reframe: The most adaptive ecosystems will shift from asking "How do we optimize individual components?" to understanding: "How do we architect systems where quantum-enhanced agents can help us reveal the hidden interdependencies that single-solution approaches systematically miss?"#EcosystemicFutures #QuantumComputing #SystemsThinking #UrbanPlanning #MIT #ComplexSystems #AgentBasedModelingGuest: Dr. Parfait Atchadé, Research Affiliate, MIT Media Lab | Strategic Business Officer, Lighthouse DIGHost: Marco Annunziata, Co-founder, Annunziata & Desai AdvisorsSeries Hosts: Vikram Shyam, Lead Futurist, NASA Glenn Research Center Dyan Finkhousen, Founder & CEO, Shoshin WorksEcosystemic Futures is provided by NASA Convergent Aeronautics Solutions Project in collaboration with Shoshin Works.

In this AI Quick Takes episode, I review one of the most intriguing recent developments in AI - OpenAI's introduction of ChatGPT Agent. I break down what makes ChatGPT Agent fundamentally different from the ChatGPT we're all familiar with.I also explore how this could be applied in healthcare marketing. For example, whether you're launching a new RevCycle solution upgrade or running ABM campaigns, the agent could handle everything from competitive research to creating personalized messaging at scale. The possibilities are genuinely exciting, though I noted that even Sam Altman seemed cautious about what they're unleashing, which tells you something about the power of this technology.Key Topics Covered“(00:00:00) Introduction & ChatGPT Agent Overview”“(00:01:30) Core Capabilities Breakdown”“(00:03:00) Healthcare Use Case: Revenue Cycle Research”“(00:07:00) Marketing Applications”“(00:09:00) Why This Is Different & Personalization Possibilities”“(00:11:00) Closing Thoughts & Next Steps”Interested in exploring how to improve your AI enablement strategy? Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call—just an opportunity to talk through your LinkedIn questions and challenges.Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!

Sick of trade shows that cost a fortune but never drive real pipeline? If your events strategy feels more like a brand awareness play than a revenue engine, this episode will help you flip the script. In this episode of Revenue Boost: A Marketing Podcast titled “B2B Events That Close Deals: Strategies for Relationship-First Growth,” host Kerry Curran sits down with Meghan Lavin, VP of Marketing at Choreograph. With 15 years of experience leading events, content, and field strategy, Meghan shares how B2B marketers can drive measurable impact through smart, strategic event planning. She pulls back the curtain on what really works—beyond the booth: How to set goals and budgets that align with sales cycles and AOV What to ask for when negotiating sponsorships (and what not to sign) Creative ways to build hosted events that convert, even with limited budget How to train event staff so your booth doesn't fumble the first impression The power of post-event follow-up and content to keep relationships warm

#271 GTM Engineering | In this episode, Dave is joined by John Short, CEO of Compound Growth Marketing, along with Cammy Keiler, Justin Johnson, and Dan Guenet. Together, they break down the rise of GTM engineering, what it is, how it differs from RevOps, and why B2B teams are investing in it.Dave and the crew cover:The core difference between RevOps and GTM engineering (and why the latter is more focused on building than just integrating)Real GTM engineering use cases, from AI-powered sales tools to mid-funnel campaigns that go way beyond ebooksHow GTM engineers are driving higher revenue per employee and why this role should be one of your first five marketing hiresWhether you're hiring or just GTM-curious, you'll leave this episode with a clear definition of the role, real-world examples, and tactical ways GTM engineers drive impact.Timestamps(00:00) - – Intro (03:33) - – Why this topic resonated with 1,200+ registrants (05:48) - – What even is **GTM engineering? (08:03) - – GTM engineering vs. RevOps vs. Marketing Ops (11:18) - – How AI is driving this role forward (14:28) - – Real examples: ABM campaigns, mid-funnel tools, sales call analysis (19:38) - – Tools GTM engineers are using today (Clay, Unify, GPTs) (23:03) - – Role of GTM engineering in revenue per employee (27:18) - – How GTM engineers enable sales + reduce headcount (31:33) - – What Dan actually does all day as a GTM engineer (36:23) - – Custom GPTs for sales and marketing teams (39:38) - – What MCP servers are (and why they matter) (44:08) - – Claude, Gamma, and AI-powered content systems (46:53) - – Why this isn't just PLG (or ABM, or RevOps) (50:43) - – When to hire a GTM engineer (53:23) - – Big feelings about the role (and why they exist) (55:33) - – Closing thoughts + what to take away Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***Today's episode is brought to you by Walnut.Why are we pouring all this effort into marketing just to push buyers to a “request a demo” or “contact sales” button?Come on, today's buyers don't want to talk to sales right away. They want to explore your product themselves, see how it works, and understand its value before booking a meeting.That's where Walnut comes in.Walnut empowers marketers and GTM teams to create interactive, self-guided product experiences in minutes. Embed these experiences on your site, in emails, or anywhere in your funnel to let buyers engage on their terms, from awareness to close and beyond. That's the beauty of Walnut - you're getting a platform that your sales and CS colleagues can use to showcase the product too.And the best part? You get real intent data—see which features prospects love, where they drop off, and what's actually driving pipeline. Demo Qualified Leads are the new MQL.Over 500 companies, like Adobe and NetApp, use Walnut to drive 2-3x higher website conversion rates and 7 figures in pipeline on a yearly basis. So do you want to drive more leads, shorten sales cycles, and actually show your product instead of hiding it behind another typical B2B CTA? Go check out Walnut.io. And if you tell them Dave from Exit 5 sent you, they'll build out your first demo for free!

This is episode 777. Read the complete transcript on the Sales Game Changers Podcast website here. In this episode of Marketing for Selling Effectiveness, a sub-series of the Sales Game Changers Podcast, host Fred Diamond and co-host Julie Murphy of Sage Communications welcome a powerhouse guest. Zhenia Klevitsky, Chief Growth Officer at ITC Federal, appears on today's show. One of the key messages that the Institute for Effective Professional Selling (IEPS) strongly communicates is that Sales and Marketing must work stronger together today more than ever before. With two decades of experience in government contracting, Zhenia shares real-world strategies for aligning sales and marketing to win complex, high-stakes federal deals. She explains why the old silos between BD and marketing no longer work and how modern GovCon growth teams must act as a unified revenue engine. You'll learn: ✅ Why mission-first messaging is essential in federal sales ✅ How account-based marketing (ABM) shapes perception long before the RFP ✅ The power of community involvement in building trust with government buyers ✅ Why thought leadership beats traditional capture in today's market  ✅ How AI, automation, and shifting buyer expectations are changing the rules Zhenia also shares a detailed case study on how her team successfully embedded into a tight-knit local community in New Mexico and won a major contract through a bold mix of philanthropy, targeted marketing, and authenticity. Whether you're a B2G sales leader, a marketing strategist, or an executive navigating the federal buying landscape, this episode will challenge you to rethink your approach and embrace true collaboration.

Ab März 2026 soll ein staatliches Siegel auf Verpackungen von Schweinefleisch aus deutscher Produktion informieren, wie das Tier gehalten wurde. Doch für mehr Tierwohl müssten die Haltungsbedingungen nicht nur bekannt sein - sie müssten sich ändern. Pastoors, Tobias www.deutschlandfunk.de, Hintergrund

When everyone's racing to launch big strategies, success takes more than smart tactics. It takes alignment, discipline, and deep cross-functional trust.That's how the heroes in Spidey and His Amazing Friends, the hit animated Marvel kids' show, defeat the villains. In this episode, we unpack marketing lessons from Spidey's universe with the help of our special guest Emily Ferdinando, CMO at Bugcrowd.Together, we explore what B2B marketers can learn from nailing ABM execution, building content grounded in community feedback, and turning shared goals into real, coordinated action.About our guest, Emily FerdinandoEmily Ferdinando is a go-to-market leader with a focus on pipeline and revenue growth. She brings 15 years of GTM leadership experience, specializing in optimizing operational processes and data-driven strategy. With a background in sales and operations, Emily brings a unique approach to Marketing focused on down-funnel impact and top-line growth. Emily joins Bugcrowd from Veracode where she most recently led the Growth Marketing organization. Her background includes leadership roles across the GTM engine, including Global Business Development, GTM Enablement, and Operational Strategy. While there, she led the team through multiple events and two successful exits. Emily lives in New Hampshire with her husband and two young children. She enjoys the outdoors and stretching her creative muscles through painting, fiction writing and guitar.What B2B Companies Can Learn From Spidey and His Amazing Friends:Alignment over silos. In one episode, Spidey, Ghosty, and Miles all chase Rhino with their own plans, each using their powers, none working together. The mission falls apart. “We can say we have the same goal all day, but if we're not aligned on how we get there… that's what it's gonna look like,” Emily says. In marketing and in superhero teams, the difference between success and disaster isn't talent, it's coordination.One-size-fits-all content fits no one. Spidey's world works because it's made for everyone. Each with different powers, personalities, backgrounds, and their own story. That same inclusive mindset should guide your content. “Many people did not fit squarely into one piece,” Emily says. “If we ran our strategy that way, they were missing exposure to a lot of content that was really relevant to them.” Real impact comes from serving the overlaps, not the edges.Simple stories stick. Spidey and His Amazing Friends makes complex ideas—like teamwork, trust, and problem-solving—land through bright colors and clear stakes. For marketers, that's the goal too. “Making internal assumptions without pressure testing with the people who are going to be receiving the output of your team, it's a huge miss,” Emily says. Whether you're leading kids or customers, never assume they're on board. Ask, listen, and build with them.Quote“Spidey and His Amazing Friends, they really teach you what actual in practice, collaboration is supposed to look like and not look like. And it's really as simple as…you step back. We all know what we're supposed to do. It's just really hard in practice sometimes, and sometimes you can learn from the kids' shows. You just step back and go, we know what to do, we just need to do it.”Time Stamps[0:55] Meet Emily Ferdinando, CMO at Bugcrowd[01:00] Why Spidey and His Amazing Friends?[02:20] The Role of a CMO at Bugcrowd[03:00] Origins of Spidey and His Amazing Friends[19:38] B2B Marketing Takeaways from Spidey and His Amazing Friends[29:21] Bugcrowd's ABM Launch[33:30] Repackaging Content for Better Engagement[40:13] Bugcrowd's Content Strategy and Community Engagement[47:20] Final Thoughts and TakeawaysLinksConnect with Emily on LinkedInLearn more about BugcrowdAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today's episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. Create something remarkable. Rise above the noise.