Podcasts about ABM

Carlos Corredor, Co-Founder and CEO of Condor Digital Marketing, is driven by a passion for interpreting data and helping marketing leaders Generate and Measure Your Pipeline with greater accuracy. ith a background in sports analytics and journalism, Carlos helps B2B companies identify which marketing activities generate qualified leads, clients, and revenue so they can invest confidently in what works.  In this conversation, Carlos introduces The Condor Pipeline Generation Framework—Understand Current Pipeline Generation, Map the Process, Move Budgets to Their Highest and Best Use, Fix Measurement Gaps, and Rinse and Repeat. He explains why marketers should begin with clients and revenue instead of clicks and impressions, how the Pipeline X-Ray exposes attribution gaps, and why budgets should move toward channels with proven returns. Carlos also discusses using BANT to diagnose conversion problems and why client champions, paid media, and events drive growth in high-ticket B2B markets. — Generate and Measure Your Pipeline with Carlos Corredor  Good day, dear listeners. Steve Preda here with the Management Blueprint, and today my guest is Carlos Corredor, Co-Founder and CEO of Condor Digital Marketing, a pipeline generation and measurement firm. Carlos, welcome to the show.  Hey, Steve. Hi, everybody. Thanks for having me. Great to be here.  It's exciting to have you and to learn about your secrets of how you generate a measurable pipeline. But before we get into it, I'm curious: What is your personal why, and how are you manifesting it through your company?  Yeah. So I've always been passionate about sports and the data behind sports, and I actually worked in sports data analysis and journalism. But ultimately, I've been passionate about interpreting data to have an advantage, whether that's playing tennis or doing analysis for baseball teams. And then I eventually started working in marketing, doing sports websites, and I saw the opportunity. In marketing in general, especially with digital, to use data to your advantage. So I would say that's really what I'm passionate about in terms of my professional life and why I enjoy what I do so much and why I get up in the morning and I really look forward to the day and even to Monday. Because obviously, it's not all fun. But ultimately, I think it comes from that passion of liking what you're doing, and the time flies when you work and you like what you do and you see that you're good at what you're doing and it's making an impact. So I would say that's why.  And have you always been a data person? Are you analytical and like to look at the numbers behind things?  Yeah, yeah. It started with sports. That's where I realized that I had, let's say, that passion at the beginning and ultimately that skill. With baseball at the beginning, it was reading the back of baseball cards and then fantasy baseball in high school, and then actually working in that. In kind of like sabermetrics and Moneyball-type analysis in college.  Because I saw, just like it happens in marketing, how back in the old days, even professionals, they were using the wrong type of data or a very antiquated way of looking at things. So it's like understanding really what has an impact and what is responsible for outcomes. That's, I think, the part that I've always thought was what's important and what I had a knack for, a talent to do that better than others. So that's why I went deep into that.  Okay. So how do you do that? So this podcast is a podcast of frameworks. So I wonder if you have a framework of how to create pipeline generation based on data, and perhaps you can share a simplified version of that with our listeners, something that can be explained in three to five steps.  Yeah, definitely. And I'll give you first the kind of like the philosophy or the mental model, and then I'll give you those steps because one comes from the other. So in marketing, with all of the data that's available, especially today, a lot of people start at the bottom. At clicks, impressions, and then they try to build a bottoms-up report to then prove what's generating leads and clients and revenue. But that is always inexact, takes forever.  What I propose is doing it the opposite: a top-down approach where you start with clients and revenue, and then start figuring out where those leads in your pipeline or clients and the closed revenue is coming from. And you will know all of that at the beginning. So that's, I think, how it starts, that framework. So the first step of the framework is to understand, which sounds really basic, but you'd be surprised today how many marketing leaders, marketing VPs, CMOs of especially mid-market, definitely smaller mid-market, and even some enterprise companies, don't have that data readily available to understand how much pipeline did we, as a marketing department, generate, let's say, last year. So that's, I think, the first step, is understanding that. It's asking your team for a report that says that. Now your team's going to come back and say they won't know the full picture. Maybe they know 10%, maybe they know 90%. But they're going to show you something. So then is the second step. You're going to start adjusting your investments to what you're seeing there, and at the same time, you're going to start fixing the dark holes or what you can't see.  And then simply step number three is rinse and repeat every, let's say, quarter at the beginning. And obviously, there's nuances of how exactly you should adjust and what exactly you can fix. But ultimately, that would be the three-step approach that you asked about.  That's fascinating. So the understand piece is understanding your pipeline or how you're generating the pipeline? What is it? Understanding what?  Yeah. So actually we have a name for that first step. We call it the Pipeline X-Ray. So let's say you start a new job as a CMO of a new company. Or simply you've been in the job for a while and you're listening to this and you say, “Okay, actually, I've never thought about it that way.  Let's sit tomorrow with my team and ask the question: How many qualified leads and closed clients have we, as marketing, generated so far this year and, let's say, last year?” That is understanding that. Now, I'll tell you, I'd be very surprised if the marketing person or the marketing team or the leader has that data in a way that they can say with 100% certainty what the answer is. In terms of, “We've closed these four clients, and we've had 72 qualified leads.  And out of the 72, 50 have come from our paid search campaigns, 10 have come from events, and then the others have come from organic.” In an ideal world, that's the type of answer that you want. But in the real world, again, very rarely do you have that clear understanding right then and there. So that's when step number two becomes, okay, let's close the gaps to be able to have an understanding.  Okay. So essentially, when you say adjust and fix, then are you talking about adjusting and fixing the process of generating clients, or actually mapping the gaps in the pipeline first?  Yeah, so that's a great question. The adjust, I mean move budget around. Not necessarily increase budget. You have to prove what's working. And obviously, if you don't have the full picture and understanding, you cannot just go to your CEO and say, “I need more budget.” So with the same budget that you have, what can you pause and move around towards the things that step number one told you with certainty are working. So if, let's say, out of the 50 qualified leads that you generated, you saw that half of them came from your paid search campaigns, then you say, “Oh, okay.” And then you don't see anything, let's say, for conferences, and now you're going to 10 conferences a year and you're spending a million dollars on conferences, and you're only spending $200,000 a year on your paid media spend. Then you say, “You know what? I'm going to stop. I'm going to pause. We're not going to go to these two conferences this year, and I'm going to move those $200,000, and we're going to double our spend in Google Ads,” for example. That's what I mean with the adjust piece. It could be the opposite. It could be pause paid search and then be more aggressive on our conference strategy. It could be, let's start a paid social campaign, whether that's LinkedIn or programmatic ads, or let's be more aggressive on our PR because right now our leads have come from interviews that our subject matter experts have done in certain types of podcasts or YouTube channels.  But that's what step number one is. But adjust is move budget around. Put your stocks where the returns are positive and where you can expect a better return almost immediately, or at least in the next upcoming months. And then the fix is particularly around the measurement gaps. The fix is what you can't see, right, on step number one. Step number one is understanding. And a report with all of that. When the person that does the reporting for you came back, or when you did it yourself or whatever, probably a lot of leads are like, “Ah, now it says direct traffic. What is that?” Obviously, they didn't just come and wake up one day and say, “Oh, I'm just going to go to condoragency.com.” No, they heard you somewhere, but you're still not sure. You won the client, you know you won the client, the client's paying you money, but you're not sure. So maybe, okay, what needs to improve in our measurement framework.  Usually, you can start with your CRM, your HubSpot, Salesforce, for instance, or whatever you use. There's some web analytics that might need to happen. You need to connect your advertising platforms. You're probably going to need to start talking to your sales team so they ask the right questions when they have discovery calls with prospects. I mean, there's a few things you can do, but I'm talking specifically about measurement gaps so you can have the full picture.  So when you talk to new prospects or clients, can they answer one most of the time?  They can partially answer one. I would go a step beyond because, I mean, that's not the sexiest answer. I would say it's usually, let's just say, around 50% of their leads and clients, they can know who was responsible. And then there's a couple of parts there. First and foremost, not only for your sake, but for the sake of your alignment with the C-suite and with the CEO and the CFO and even the sales team. You want to know, is marketing responsible for this? Number one. Because then that's very important.  Because that's what's going to justify the existence of the marketing team. Then later, if it came from a paid search campaign or a paid social or a conference, if those all are in the marketing budget, that's secondary. But most importantly, you want to make sure that, number one, you're bringing pipeline as a marketing department, and number two, you know exactly what pipeline you're bringing. Not only you, but then also your CEO and your CFO. So then it's like a luxury, let's say, to see if it comes from, the tough part is that you won't know that it comes from marketing unless you're tracking paid search and you're tracking conferences in the CRM the right way. So obviously, they are related in that way.  Okay. Love it. So understand your pipeline generation, and then adjust the budget to make sure you're supporting the ones that generate the most, and fix those that are not optimized. So maybe optimize them or replace them or come up with a new one. How else do you fix other than your measurement gaps?  Okay, you fixed the measurement gaps. Now you can measure it. You have a full picture. Then you have a slate of options, and how do you know what to choose if you're not doing enough?  Yeah. So I think there’s a couple of things there. One is understanding if you… Because, obviously, you always want to generate more pipeline. So you have to then say, “Okay, is my problem that I'm not generating any interest in the first place at all?” Like, there's nobody visiting my website. Or even downloading some pieces of content, what traditionally is called conversions or marketing-qualified leads. Obviously, that's not the goal.  The goal is that they turn into clients. But you have to know that if people are not visiting your website and you're not seeing marketing-qualified leads coming into your CRM, then you have to do certain things. Whereas if the problem is, “Okay, no, that's not the problem, Carlos,” and this is actually more common, which is a little counterintuitive, but the more and more that we work with mid-market clients, we realize this is the case.They are generating marketing-qualified leads. There is activity in the CRM. There are companies, new companies, that you see are visiting your website, downloading and consuming content. But then, for some reason, they are not becoming clients. So that's where we have to dig in and understand. Maybe they downloaded a white paper that was very educational in nature. And they're not ready to buy. Which is fine, and I'm not saying you have to not show that white paper, but you know that white paper is not going to bring you ready-to-buy customers.  So that's when we have the concept of what sales and marketing people call a BANT-type of lead, which is a lead that has the budget, the authority, the need, and the timing. You want, obviously, a lead that has the four things. Now you start, you measure. Okay, we had 10 leads, and they had, let's say, the budget and the authority. They were the CTO. The lead of the technology department in the company that we know has the budget. But they just downloaded this and didn't convert. They didn't have, let's say, the timing or the need.  Then maybe you rely more on, for example, paid search, which is a channel that, by searching the right keywords, the bottom-of-funnel keywords, for example, we are a pipeline generation firm. If somebody is looking for, “What is Google Ads?” That's educational. Now, if somebody's searching for “experienced agencies in B2B managing Google Ads.” Now, that's somebody that's ready to hire an agency to manage their Google Ads. So that's why, for example, in this case, if the component that's lacking is the need and the timing, paid search could be a way to do it. Or intent data, which is now something that is out there not only via paid search, but you identify certain signals and you can target them on programmatic ads or YouTube or whatever. That's another alternative. So that's something that you could do, for example, if you have a pain in moving leads down the funnel and closing clients, and you also realize that you're talking to the right people, but then they're simply not converting.  And the opposite. You get a lot of people that need your service. But they may be too small, or they may be just a manager and they don't have the authority to approve a high-ticket service. Then you go towards maybe LinkedIn targeting, or you do a campaign that is based more on account-based marketing, or ABM. Where you know you're talking to the right people. So again, that's another adjustment that you can make. So I don't know if I… Sorry if I deviated a little bit from the question, Steve, but hopefully that's still—  No, it makes sense. It makes sense. So first you want to measure, and then you diagnose. If you've got some activity but it's not converting, why is it not converting? Maybe it's not the right approach to build trust. Maybe there's another approach.  And then you look at the different elements: budget, authority, need, timing. That makes sense. So let me turn it back to you. So what drives growth in your business?  So for us, I would say if we do that, let's say, Pipeline X-Ray. And we actually did. We've been in business for almost 10 years now. And if you would do a Pipeline X-Ray, the number one driver of leads and new clients are, let's just call it, Condor champions that switch jobs. And not switch jobs that were working with us, but they were working with one of our clients.  And they worked with us, and they saw the work that we did, and they ended up moving to another agency within the same space, for example, or in B2B services, or even if it's something a little more niche like tech services, which is an area that we also specialize in. And then they say, “I already worked with Condor for either measurement or paid search campaigns or demand generation in general, and I like working with them, so they're going to call us.” And then some people, they switch multiple jobs. So embracing that and obviously using that to fuel and to focus even more on doing a great job and maintaining relationships with people, obviously most importantly while they're a client, but even if they switch, not forgetting about them. That has been the main driver. Obviously, we don't want to only rely on that. And then more recently, we've given more structure to our own sales and marketing department for that. And, for example, we closed a client that came via a paid search campaign. But that's still… We haven't scaled those yet.  We're still making sure. We're still in that measurement phase where, yeah, we're putting budget behind a few things and some of them seem to be working better, but not yet at the point of truly scaling that. We're ultimately also a relatively small firm, which obviously makes decisions differently than if you are, let's say, a mid-market or enterprise. But those, I would say, in order of importance, have been our three main drivers of growth: the champions that switch jobs, number one, and then I would say secondarily, paid media and events.  Yeah. So these are the three things. And what about the events? Why do you put events as a third? I'm just thinking that you're a B2B company and trust-based. Would events not be better than paid media?  I would say they're not mutually exclusive. Actually, they rely a lot on each other. And honestly, for us, I just put number two and three, but I would say they're tied for second, and then the other ones are four and below. And the reason why I think events are important, what we're seeing not only for us but for our clients, the outbound activity is really saturated.  I think cold email or cold outreach in general, because it used to be via email, now it's on LinkedIn as well, it's really, really saturated. It's really hard to be heard or to get a reply with cold outreach in general. Paid media, you can be a little bit more creative because you have visuals. Whether that's video that hopefully you can leverage. So I'm a believer in paid media more than the actual cold outreach via email or LinkedIn. But then the events are also great precisely because of that.  People are saturated and tired of being bombarded with messages from people they don't know. Whereas especially after COVID, people started going back to both the office and simply going out there. It doesn't have to be a big yearly conference. It can be just a dinner where you invite four or five people and talk about certain topics or any in-person activity. Well, I mean, a webinar can even be considered an event. Where you're educating your audience on certain things. And especially if your target audience is more on the manager side or below, or director and below, webinars can be an avenue.  But to answer your question, I think that personal connection is really, really powerful. And people forgot about it with, let's say, the boom of cold outreach and digital and now AI, and especially during COVID. But definitely in the last few years, we've seen not only that people are more willing or prefer to meet people in person, but we see that in the data as well, We see cold outreach campaigns that are bringing less and less results. And then when you connect in person.  Especially high-ticket. I also give this example. If you're selling B2B services, which are usually high-ticket. It's a project of either $50,000. It could be an engagement of $2 million over two years. Obviously, you want to know the company, but you also want to trust the human that is going to deliver on that promise. I always give the example: If you're selling an iPhone cover that costs $25, yeah, maybe you can get away with a pretty image on an Instagram ad. You click and you buy. Boom. Great. You can fully leverage digital for that.  But when you're selling a cloud migration project of a million dollars, you're going to want to talk to somebody, trust that person, dig in a little bit more, have a couple of meetings. So it's more complex. So in particular for those instances, that's why I think the personal connection, that it's even better if it starts at an event, or however you manage to do it, helps a lot.  So for Condor, do you make a distinction between B2B companies and B2C, and where you can help them the most?  Yeah. We have a couple of direct-to-consumer clients, but the majority of the work that we do is either for B2B or, if not B2B, it's lead generation. So e-commerce, for example, is a different world. E-commerce, as I mentioned, depending on what you buy, it's immediate. You track things. You have a platform like Shopify or something similar. It's a whole different world. Whereas that's immediate, and you can see everything, and it's all kind of automated and based on an inventory.  Whereas in either B2B services or lead generation, it's more about, okay, what happens after the initial action, after that initial either visit or conversion. Because a conversion is not a purchase. In e-commerce, in direct-to-consumer, in the example that I gave you, we made it. We sold the cover. That's our business. In here, it's like, okay, they downloaded a white paper. Or they signed up for a webinar, but that's only the first step of a long journey of closing, again, a $1 million service client.  So we specialize in that. In what needs to happen, not only to generate the initial raise of hand, but to make sure that the people that raise their hands are the right people, because otherwise they're not going to end up buying. And ultimately, the entire process of lead generated to client closed. Which is a big universe in itself. So that's where we want to focus.  So you basically help them not just to get the leads but to convert the leads and turn them into a client.  Right. Right.  So Carlos, if you had a magic wand and you could fix just one thing in your business in the next 12 months, what would you use the magic wand for?  I would say accelerate. I would accelerate by five or 10 years the structure and how mature our sales and marketing team is. I would love to wake up tomorrow morning and have a team of five people in the marketing department and five people dedicated to sales, with SDRs and a sales leader, that is already generating, that we're closing 10 clients a month. So I would say that's… But that obviously takes time.  And you want to go one step at a time, otherwise, to prove ROI and to grow without, let's say, wasting unproven budget or wasting money. But I think a lot of owners—I don't know if it's a cheap answer—but I think a lot of owners would probably answer the same thing.  Yeah. So essentially what you need to do is you need to have scalable sales and marketing so that you can just add people and it's going to—it's like a coin-operated system, right?  Yeah. Yeah.  So if the listeners would like to go through that process and they would like to understand, okay, how do we map our leads, where they come from, evaluate it, and then adjust and fix and scale, where can they learn more and how can they connect with you? Yeah.  So if they go to our website, it's condoragency.com. Condor, like the bird. There are some options there on how to work with us or even some information, even if they want to try and do it by themselves, right? Again, what I mentioned earlier, the Pipeline X-Ray. It's a quick project that we do to get to that, where you can start seeing some valuable information to take action on fairly quickly.  We can get that done in a couple of weeks, the exercise of the Pipeline X-Ray, so then you know what to start adjusting and fixing. And obviously, you can contact me directly also on LinkedIn or via our website. I'm glad to obviously have a subsequent conversation and see if and how we can help.  Awesome. So if you are out there and you want to improve your sales and marketing, then you have to start with the Pipeline X-Ray because you are getting leads, you just don't know where they are from and how effective they are, and then how you tweak the process so that you're putting energy behind the more effective ones and readjusting your budget, and then fix the gaps.  So Carlos can help you with that, right? So make sure you reach out to Condor and get the X-Ray. So Carlos, thanks for coming. And if you enjoyed this conversation, then make sure you subscribe and follow us on YouTube, Apple Podcasts, because every week I bring a couple of entrepreneurs who are sharing their frameworks with you. So Carlos, thanks for coming, and thanks for listening. Important Links: Carlos's LinkedIn Carlos's website

#384 | A lot of people say B2B marketing is boring - those people couldn't possibly be in B2B. Take Clare Corriveau, VP of Marketing at Tekmetric: her buyer is an auto repair shop owner who isn't on LinkedIn, doesn't check email, and isn't downloading anything. Clare walks through how Tekmetric built its messaging around a founder who ran a shop for a decade, why every new hire visits an actual shop before touching a campaign, and how peer groups and an unmanaged 6,000-member Facebook community became a real lever in the company's growth engine. This episode focuses on marketing to an overlooked B2B category, and the huge upside that comes with it. The opportunity is anything but boring.Timestamps(00:00) - - Why "boring" B2B categories are actually the biggest opportunity (06:00) - - Why a founder who ran a shop for 10 years shapes every messaging decision (11:00) - - Events at scale: 100+ a year, plus a 1,000-person first-time conference (17:00) - - What the VP of Marketing job really is (21:00) - - Hiring humans when everyone is saying AI will replace them (24:00) - - Betting on channels the team almost skipped: Bing and Facebook (26:00) - - Peer groups and a 6,000 member Facebook community (30:00) - - How to get customers to love, support, and defend your brand (37:00) - - The real competitor is status quo (38:00) - - Why new hires visit a real shop before they touch a campaign (45:00) - - The opportunity: 5% market share in a category growing 50% a year Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.Vector - A contact-level ads platform that lets you build audiences from actual people on your site, clicking your ads, and checking out your competitors. Learn how to build an ABM program that scales at vector.co/exitfive.Join us in Stowe, Vermont for Drive 2026 - three days away from your desk to learn what's working in B2B marketing from the people who are actually doing it. Grab your ticket at exitfive.com/drive.Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

In this video, I hit the floor at the Generate B2B conference grabbing quick hot takes from LinkedIn, SEO, CRM and ABM folks on what's actually worth the money, then Kevin and I break down the sessions we loved-----------------------------------------------------

#383 | YouTube is the second-largest search engine on the planet, yet few B2B marketers know how to use it optimally. Dasha Shakov, the newest Exit Five podcast host, sits down with Samu Kovács, founder of the B2B YouTube agency KS Media, to unpack why he calls YouTube the hedge against AI slop. Samu breaks down the research process his team runs before writing a script, what belongs in a hook that keeps people watching, and how clients repurpose high-performing LinkedIn posts into YouTube videos instead of starting from zero. They also cover the realistic 90-day timeline for results, how to tell if YouTube is lifting your other channels, and the exact AI stack his team uses for scripting and thumbnails.Timestamps (00:00) - - Why YouTube is B2B marketing's hedge against AI slop (02:19) - - Who hires a B2B YouTube agency, and why YouTube still scares most marketers (06:26) - - The direct and indirect ROI of nailing YouTube (08:33) - - Where YouTube fits in the funnel, and when a niche is too small for it (13:33) - - Mapping ICP pain points, then reverse-engineering proven video formats (19:54) - - Doing the research yourself, and diagnosing a failed YouTube strategy (22:39) - - The hook, the structure, and repurposing LinkedIn content into scripts (33:09) - - Publishing cadence and the realistic 90-day timeline (35:44) - - Shortening sales cycles and proving YouTube's impact across channels (39:42) - - Where AI fits in the process, from research to scripting to editing (44:22) - - Samu's exact AI model stack Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.Vector - A contact-level ads platform that lets you build audiences from actual people on your site, clicking your ads, and checking out your competitors. Learn how to build an ABM program that scales at vector.co/exitfive.Join us in Stowe, Vermont for Drive 2026 - three days away from your desk to learn what's working in B2B marketing from the people who are actually doing it. Grab your ticket at exitfive.com/drive.Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

#382 | Rob Sobers has been CMO of Varonis for 15 years - through its growth from startup to public company doing over $700 million in revenue. Dave talks with Rob about how he's stayed sharp enough to keep the job this long, starting with the fact that as an engineer, he still writes JavaScript and even fixes bugs on the Varonis website from time to time. Rob explains why no manager on his team oversees work they don't do themselves, why he'd rather keep marketing simple than layer on complexity as the company scales, and his "reasonableness test" for deciding which programs don't need to be forced into a pipeline number. They also cover his approach to saying no to his own team, and why longevity gives him a wider lens on the business.Ever listen to our podcast and think: "Exit Five should feature me"? This is your opportunity to get in front of 40k+ B2B marketers, including CMOs, VPs, and marketing leaders, who are looking for talent, inspiration, and ideas to improve their marketing. Apply to the Experts Network for a chance to be our next podcast guest.Timestamps (00:00) - - Meet Rob Sobers, CMO of Varonis for 15 years (01:18) - - Why Rob still writes JavaScript and fixes bugs on the website (05:06) - - Learning a new marketing discipline every time he was out of his depth (05:55) - - Why there are no career middle managers on the Varonis marketing team (07:24) - - The communication tax of overstaffing a team (09:59) - - Keeping goals dead simple: opportunity creation as the north star metric (14:28) - - Getting good at saying no to his own team, but not too good (18:02) - - The reasonableness test: why not everything needs a pipeline number (20:49) - - Reverse-engineering the marketing budget from the revenue number (23:04) - - What separates a CMO from a VP of Marketing (26:26) - - The ClickUp $1M "one-person marketing team" debate (35:26) - - Marketing to skeptical CISOs, acquisitions, and why B2B brands need a mascot Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.Vector - A contact-level ads platform that lets you build audiences from actual people on your site, clicking your ads, and checking out your competitors. Learn how to build an ABM program that scales at vector.co/exitfive.Join us in Stowe, Vermont for Drive 2026 - three days away from your desk to learn what's working in B2B marketing from the people who are actually doing it. Grab your ticket at exitfive.com/drive.Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

#381 | Dave sits down with Emma Robinson, Head of B2B Marketing at Canva, and Christine Siegrist, VP of Consumer Marketing at Canva, to talk about how the two teams operate as one org instead of fighting over lead credit. They get into Canva's matrixed structure across consumer, B2B, and international, how signals from free users turn into team and enterprise upgrades, and why Canva built a dedicated data science team so marketers can make bigger creative bets instead of smaller, "provable" ones. They also unpack the Love Your Work campaign, why out-of-home ads make a consumer brand feel legitimate to enterprise buyers, and the lessons Emma and Christine carried over from their time at Google and Meta. Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.Vector - A contact-level ads platform that lets you build audiences from actual people on your site, clicking your ads, and checking out your competitors. Learn how to build an ABM program that scales at vector.co/exitfive.Join us in Stowe, Vermont for Drive 2026 - three days away from your desk to learn what's working in B2B marketing from the people who are actually doing it. Grab your ticket at exitfive.com/drive.Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

If you work with an agency, there are a few things you usually only learn once the campaign is already running. In this special in-person episode, Michael sits down with Belkins Managing Director Alex Sribnyi to talk about what actually happens behind the scenes of B2B lead generation: why some agency-client relationships work, why others fall apart, what companies often misunderstand about outbound, and how the role of an SDR is changing. Alex has spent more than 10 years in the industry, managed hundreds of SDRs and Account Managers, and worked across thousands of B2B client strategies. So this conversation goes well beyond theory. Michael and Alex get into:

In this episode of The Way We See It, Pastor Alex Bryant welcomes Jessica Hogan back to the podcast for a powerful follow-up to the conversation they had two and a half years ago. As Jessica approaches three years of being clean and sober, she reflects on the faithfulness of God and the incredible transformation that has taken place in her life. This time, the conversation focuses on the victory, the healing, and the purpose God has given her. Jessica shares how she is now using her story to encourage others, helping people find freedom from addiction and pointing them to the hope that is found in Jesus Christ. If you've ever wondered what life can look like on the other side of addiction, this episode is a beautiful testimony that lasting change is possible. #TWWSI, #JessicaHogan, #CleanAndSober, #RecoveryJourney, #HopeAndHealing, #AddictionRecovery, #FreedomInChrist, #Testimony, #PastorAlexBryant, #TheWayWeSeeIt   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  

Rechts-Links-Schwäche, Schreibtische hier und anderswo, ABM für Achtbeiner, wässrige Problemlösung, rekordlose Fotzigkeit und faule Pferde.

#380 | Eight B2B marketers get two minutes each to pitch the single best marketing play they ran this year - and the crowd votes on who moves forward. Dave Gerhardt and Dasha Shakov hosts the second round of the Exit Five B2B Marketing Blitz, and this episode covers a lot of ground: updating old blog content to win AI search citations, turning product into research that got a company's CEO in front of Congress, an AI agent that rewrites website copy for different buyer personas, why LinkedIn articles are quietly dominating AI search results, scaling influencer marketing from a tiny four-creator pilot, a multi-channel brand campaign built around customer wins, and how one team turned a physical book into a 65x return on target accounts closed. Tune in to find out who makes it through to the second round, and who was ultimately crowned the Blitz MVP.Timestamps (00:00) - - The B2B marketing Blitz kicks off (03:56) - - Turning sales, success, and support calls into content gold (06:48) - - Updating old blog content to win AI search citations (08:58) - - Using your own product to get your CEO in front of Congress (11:09) - - An AI agent that rewrites content for different buyer personas (15:38) - - Why LinkedIn articles are winning AI search citations (17:49) - - Scaling influencer marketing from a tiny pilot to a full program (20:18) - - A multi-channel brand campaign built around customer wins (22:39) - - Turning a physical book into a 65x return on target accounts (26:43) - - The exact AI workflow behind the content optimization play (35:40) - - The specific questions to ask sales, success, and support teams (42:53) - - Following up a book launch with an account-based magazine Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.Vector - A contact-level ads platform that lets you build audiences from actual people on your site, clicking your ads, and checking out your competitors. Learn how to build an ABM program that scales at vector.co/exitfive.Join us in Stowe, Vermont for Drive 2026 - three days away from your desk to learn what's working in B2B marketing from the people who are actually doing it. Grab your ticket at exitfive.com/drive.Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

Your marketing engine is generating leads, but how do you know which ones are actually worth handing to sales? That is the question at the heart of this episode, and it is one that gets harder to answer the bigger your funnel gets.My guest is Nick Panayi, a technology marketing veteran who most recently led marketing at Inovalon. If you listened to our episode with Nick last year, you know he has spent his career at the intersection of marketing and AI. This time he is back to walk me through something he built with his partner Chris Marin: an AI-powered lead scoring system that moved his team's MQL-to-opportunity conversion rate from 10 percent to 17 percent in a single quarter. That is a 70 percent improvement in lead conversion.We get into why traditional lead scoring has not really changed since marketing automation platforms first showed up, and why that single-dimensional approach creates false positives and quietly erodes trust between marketing and sales. Nick breaks down how his team combined ten different signals, from individual behavior to ICP alignment to lookalike modeling, into one dynamic score built on a self-improving Bayesian model.We also talk about the part I think matters most for actually getting sales to act: pairing every score with a plain-language, AI-generated synopsis that tells the rep exactly why the lead matters and how to open the conversation.If you are a CMO or VP of marketing trying to get sales to actually believe in your leads, this episode gives you a real blueprint, along with Nick's honest take on what it takes to get started even if you do not have a full AI team in-house.Key Topics Covered"(00:00)" Welcome and introduction"(05:00)" Nick's background "(06:00)" Why traditional lead scoring has not changed in years "(09:00)" The specific problems with lead scoring"(12:00)" Multivariate AI platform scoring"(15:00)" Turning complex scoring data into a single AI generated synopsis "(17:00)" Why recency and lead quality together drive better conversion"(19:00)" How the project actually got built"(21:00)" The result"(23:00)" A real example of a counterintuitive lead score"(25:00)" The value of being able to reconstruct a full deal story"(27:00)" Nick's one piece of advice for a CMO who wants to get started next week"(31:00)" Adam's five key takeaways from the conversationIf 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!Find all of our episodes on the Health Podcast Library.Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

Partner with Jay: https://www.jayschwedelson.com/contactㅤPre-order Jay Schwedelson's new book, Stupider People Have Done It (out June 9, 2026).All net proceeds are donated to The V Foundation for Cancer Research, let's kick cancer's butt: https://www.amazon.com/Stupider-People-Have-Done-Marketing/dp/1637635206ㅤSubscribe to Jay's newsletter for weekly marketing tips and tactics: https://www.jayschwedelson.com/newsletterㅤRegister for GuruConference (FREE + VIRTUAL!) https://www.guruconference.comㅤCheck out Eventastic (FREE + VIRTUAL!) https://www.eventastic.comㅤConnect with Jay on LinkedIn: https://www.linkedin.com/in/schwedelson/Check out Jay's YouTube channel: https://www.youtube.com/@schwedelsonCheck out Jay's Instagram: https://www.instagram.com/jayschwedelson/Ask Jay anything: https://www.jayschwedelson.com/askㅤLeave a comment and follow the show, it really helps us out!ㅤThere's a version of ABM floating around that's really just cold email wearing a nicer outfit, and Steve Armenti has made it his personal mission to call that out. He spent years running demand gen at Google before founding twelfth, and he walks Jay Schwedelson through why every channel feels harder right now, why AI is quietly making it worse, and what still breaks through when your buyer is drowning in slop. The last stretch gets unexpectedly personal, too.ㅤFollow Steve Armenti on LinkedIn, where he shares his ABM and demand gen content. He also invites listeners to look at signal-based one-to-one experiences, deeply researching prospects and then curating real experiences for them, as a way to bring more human back into marketing.ㅤBest Moments:(03:32) Why "ABM for startups" is a contradiction, and how the market got flooded with services that are just cold email in disguise(06:37) Reply and open rates dropping fifty plus percent year over year, and the real reason everyone's numbers are sliding(08:00) Jay on the strange math of companies obsessing over angry unsubscribes while ignoring the people who just raised their hand(09:05) The channel isn't the problem, the intention behind it is, and what "value creation" actually looks like in practice(10:51) Steve's Account Progression model, plus using CallRail to catch the after-hours missed call that tells you something's happening(14:15) "First draft marketing" and why dumping a transcript into AI with no context is a horrible idea(16:33) Losing yourself in your career as your identity, and the reordering that happens when you hit a milestone birthday

NOTES The best strategies to getting the highest match rates on LinkedIn lists Buyer's committee targeting episode AJ's free block/allow lists Join the LinkedIn Ads Fanatics and get access to our 4 courses to take you from beginner to expert.  Subscribe/Rate/Review Contact us with any questions, suggestions, or corrections! Anthony Blatner's new LI Ads Audit Tool Resty Concepcion podcast and video editor that we love! SUMMARY In this episode of The LinkedIn Ads Show, AJ Wilcox shares his complete modern account-based marketing (ABM) playbook for LinkedIn Ads. Learn how to build high-quality company lists with near-perfect match rates, target the right decision-makers, structure ABM campaigns for maximum efficiency, and measure success using LinkedIn's latest reporting tools. AJ also covers common ABM mistakes to avoid, practical optimization tips, and recent LinkedIn Ads updates—including changes to industry targeting, reserved ads, BrandLink, and audience quality. Whether you're just getting started with ABM or looking to sharpen an existing strategy, this episode is packed with actionable tactics you can put to work immediately. TRANSCRIPT For the full show transcript, see the show notes page here: Episode 171

#379 | Dave sits down with Patrick Shea, SVP of Global Marketing at BlueVoyant, to discuss how enterprise marketing really works inside a $175 million cybersecurity company built heavily on partnerships. Patrick breaks down the difference between hyperscaler tech alliances and reseller partnerships, how BlueVoyant defines and qualifies leads by account rather than volume, and why he treats partnership stakeholders like a market of their own. They also get into the cost-per-opportunity formula Patrick uses to win budget back from finance, why he's trying to kill long-term planning in favor of annual focus areas and the wild HubSpot coincidence that made him responsible for Dave's success. Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.Vector - A contact-level ads platform that lets you build audiences from actual people on your site, clicking your ads, and checking out your competitors. Learn how to build an ABM program that scales at vector.co/exitfive.Join us in Stowe, Vermont for Drive 2026 - three days away from your desk to learn what's working in B2B marketing from the people who are actually doing it. Grab your ticket at exitfive.com/drive.Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

#378 | Dave sits down with Ethan Clouser, Head of Marketing at Bland AI, to talk about running marketing at a 22-year-old-founded, enterprise voice AI company that just raised $100 million - at 22 years old himself. Ethan breaks down Bland's early viral bets like the "Still Hiring Humans?" billboard, why they bought Soulja Boy's voice rights for an AI phone campaign, and how a giant red telephone car became one of their best marketing investments. Not to mention, Bland AI's marketing team built its entire website with Claude Code - coded by a guy who'd never written a line of code before. They also get into Bland's daily stand-up and KPI system, why "Voice AI for regulated industries" works as a homepage headline, and how to stand out when 200 competitors are all saying the same thing. Timestamps (00:00) - - Intro to Ethan Clouser, Head of Marketing at Bland AI (02:26) - - The failed no-code startup that accidentally turned Ethan into a marketer (06:14) - - Cold LinkedIn outreach and how Ethan landed the head of marketing job (09:09) - - The "Still Hiring Humans?" billboard bet that built Bland's early brand (13:46) - - Filling the marketing gaps Bland was missing: SEO, AEO, and reputation (17:56) - - Why "Voice AI for regulated industries" works as a homepage headline (20:34) - - Vibe-coding Bland's entire website with Claude Code (23:42) - - Bland's daily marketing stand-up and how KPIs decide which bets get made (31:29) - - Buying Soulja Boy's voice rights for an AI phone campaign (40:05) - - Standing out in a market crowded with 200 voice AI competitors (43:34) - - Why marketing, sales, and product alignment matters more than sales-marketing alignment Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.Vector - A contact-level ads platform that lets you build audiences from actual people on your site, clicking your ads, and checking out your competitors. Learn how to build an ABM program that scales at vector.co/exitfive.Join us in Stowe, Vermont for Drive 2026 - three days away from your desk to learn what's working in B2B marketing from the people who are actually doing it. Grab your ticket at exitfive.com/drive.Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

In this episode, I sit down with Bruce Brandes, a 35-year healthtech veteran. Together with his longtime friend and business partner Brian Shulman, he is building WhaleHawk, which they call the first agentic sales accelerator built specifically for healthcare.Bruce and I dig into why go-to-market in healthcare is so uniquely hard, why generic prompting in Claude or ChatGPT will not solve it, and what it actually takes to combine AI with deep healthcare-specific data to find the right accounts, at the right time, with a warm path in.Bruce walks through the concept of a true customer profile, which goes well beyond the usual ideal customer profile exercise most of us struggle to nail down. He explains how WhaleHawk analyzes hundreds of clinical, financial, and operational metrics to spot patterns human eyes would never catch, then layers in real-time buying signals and relationship mapping to identify warm introduction paths to decision-makers. He also shares three concrete client examples, including one involving a Becker's conference attendee list, that show exactly how this plays out in practice.If you are a healthtech marketing or sales leader wondering whether AI can genuinely transform your go-to-market approach, or whether you are just creating the appearance of using AI, this episode gives you a clear framework for thinking it through.Key Topics Covered:"(00:00)" Introduction"(08:00)" The WhaleHawk pitch"(10:00)" Defining the "true customer profile""(12:00)" Why WhaleHawk calls itself the first agentic sales accelerator built specifically for healthcare"(13:00)" Why this could not have been built two years ago"(15:00)" The core problems in B2B healthcare go-to-market"(17:00)" Who brings WhaleHawk in, and who is typically in the room"(19:30)" Three use case patterns across startups, growth stage companies, and mature companies"(23:00)" What's next for WhaleHawk"(24:30)" Client example one: Equa Medical"(26:30)" Client example two: Butterfly Network"(28:30)" Client example three: the Becker's conference use case revisited in full"(30:00)" Why this approach differs fundamentally from database driven sales intelligence tools"(31:00)" What changes for clients once they start using WhaleHawk, and how quickly they see ROI"(34:00)" Four reasons off the shelf LLM prompting falls short"(37:00)" Bruce's closing advice for healthtech marketing leaders"(40:00)" Adam's five takeaways from the conversationIf 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!Find all of our episodes on the Health Podcast Library.Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

ABM protocolAcademy of Breastfeeding Medicine Clinical Protocol #21: Breastfeeding in the Setting of Substance Use and Substance Use Disorder (Revised 2023)Infant Risk CenterTennessee Breastfeeding Hotline at 1-855-4BF-MOMS (1-855-423-6667)Post Partum Support InternationalBreastfeeding is not contraindicated for mothers in stable medication-assisted treatment; modern ABM protocols support initiation with appropriate multidisciplinary follow-up including SUD care, lactation, and mental health services.Breast milk's unique benefits for opioid-exposed infants—including colostrum's protective properties and comfort during withdrawal—make it particularly valuable; however, exclusive breastfeeding may not be realistic given these infants' high metabolic needs, requiring planned supplementation.The amount of MAT transferred through breast milk is negligible and not bioavailable; educating mothers and families on this fact directly counters the primary misconception preventing breastfeeding initiation.Perinatal mood and anxiety disorders require careful assessment; breastfeeding can support recovery or worsen mental health depending on individual circumstances—flexible, individualized approaches prioritize maternal wellbeing as essential to infant wellbeing.Accessible resources (Infant Risk Center, Tennessee Breastfeeding Hotline, LactMed, insurance-covered in-home lactation visits) enable clinicians without IBCLC support to make evidence-based decisions; establishing hospital protocols and escalation pathways prevents outdated blanket restrictions.Quotable Moments"My main goal is helping women to be the best mother that they can be. I want to decrease stigma and definitely improve child outcomes.""Breast milk is what will comfort those symptoms. That in the early days, that colostrum is such a protective factor. It's thick, it's rich, it coats the intestine, and it's so easy to digest that it requires less work of the gut.""You can't give from an empty cup. And you've got to take care of yourself and your baby needs a completely healthy mom, mentally and physically.""Addiction is a disease, not a moral failing... MAT allows these women to lead normal, happy lives. It's what helps them be a good mother."Show Notes by BarevalueNo content or comments made in any TIPQC Healthy Mom Healthy Baby Podcast is intended to be comprehensive or medical advice. Neither healthcare providers nor patients should rely on TIPQC's Podcasts in determining the best practices for any particular patient. Additionally, standards and practices in medicine change as new information and data become available and the individual medical professional should consult a variety of sources in making clinical decisions for individual patients. TIPQC undertakes no duty to update or revise any particular Podcast. It is the responsibility of the treating physician or health care professional, relying on independent experience and knowledge of the patient, to determine appropriate treatment.

#377 | 80% of B2B brands are completely forgettable - and it's not because their product is weak. Dave sits down with Louis Grenier, founder of Stand The F*ck Out and author of the book by the same name, to unpack a study he ran scoring 100 B2B companies on how distinctive their brands actually are. Louis breaks down the real difference between "distinctive" and "different," why almost no B2B SaaS company has a mascot (and why that's a missed opportunity), what Wiz and Mutiny are doing that most brands aren't, and why sound might be the most underused brand asset in marketing. They also get into how Louis built the entire 100-company study himself using Claude Code and parallel AI agents, and why picking a lane and committing to it beats chasing the "perfect" idea.Timestamps (00:00) - - What makes a brand distinctive vs. differentiated (03:35) - - Why brand distinctiveness matters more in the age of AI (05:54) - - Inside the study: scoring 100 B2B brands on 8 assets (07:49) - - Wiz and Mutiny: two brands that stood out (12:12) - - Why almost no B2B SaaS company has a mascot (15:39) - - How to get buy-in for a risky brand idea internally (17:29) - - The research behind how brand memories are actually built (20:35) - - Linear: picking a lane and going all in (24:01) - - Why sound is a brand asset most companies ignore (30:58) - - How Louis built the study using Claude Code and AI agents Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.Vector - A contact-level ads platform that lets you build audiences from actual people on your site, clicking your ads, and checking out your competitors. Learn how to build an ABM program that scales at vector.co/exitfive.Join us in Stowe, Vermont for Drive 2026 - three days away from your desk to learn what's working in B2B marketing from the people who are actually doing it. Grab your ticket at exitfive.com/drive.Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

In this episode of Bare-Knuckle B2B, our hosts Kavita Singh and Matt Hicks sit down with Fujitsu's Andrea Clatworthy to ask a blunt question: have we hit peak martech? With 15,000+ vendors, low adoption, and only a fraction of functionality actually used, they dig into why marketers keep getting dazzled by shiny platforms, how to stop treating tech as a crutch for weak strategy, and why clicks, impressions, and other vanity metrics are quietly devaluing marketing in the boardroom. Andrea shares how Fujitsu has deliberately avoided the “mega ABM platform” route, instead using a lean spine of CRM, automation, intent data, and smart agency partnerships to get the outcomes without the bloated stack. They also explore how AI is amplifying both the promise and the problems of martech—from cheap, fractional tools creeping into teams to leaders overestimating cost savings and underestimating the adoption effort. Andrea warns that without a clear strategy, strong skills, and a shared view of what good looks like, AI and martech risk becoming expensive comfort blankets rather than genuine growth drivers especially when marketers are still rewarded for vanity metrics instead of meaningful business impact. If you like this episode, check out our first Bare-Knuckle B2B episode with Harry Davies here: https://www.b2bmarketing.net/podcasts/bare-knuckle-b2b-client-agency-relationship/

The biggest problem with most ABM programs isn't execution, it's that they try to personalize at scale before they truly understand their buyers.Everyone wants the results of account-based marketing. Few organizations build the foundation required to make it work.In this episode, Carolyn sits down with Steve Armenti, former ABM leader at Google and founder of Twelfth Agency, to unpack one of the biggest misconceptions in modern B2B marketing.Together they explore why high-volume personalization is becoming less effective, why AI can't replace strategy, and why the highest-performing GTM teams build what Steve calls a "market of one", a deep understanding of every target account before scaling outreach.You'll learn:Why most ABM programs never create real demandThe hidden flaw in high-volume personalizationWhy AI amplifies strategy instead of replacing itHow leading GTM teams build a 360° account viewThe "market of one" framework for modern B2B growthIf your ABM strategy isn't producing the pipeline you expected, this episode may change what you believe the real problem is.-----------------------------------------------------The difference between guessing and knowing is almost always hiding in the data you already have.In less than 30 days, Passetto builds the marketing measurement system that gives marketing leaders continuous visibility into what's driving pipeline and revenue—and the evidence to confidently make and defend their next investment decision.

In this episode of The Way We See It, Pastor Alex Bryant sits down with Stephanie Jacobson of Bullet Proof Alliance for a powerful and deeply personal conversation about abortion, healing, and hope. Stephanie courageously shares her story of living for decades with the secret pain of her abortions and how that unresolved hurt continued to impact her life until she finally confronted it and found healing. Today, she is helping other women walk the same path toward freedom and restoration. Through Bullet Proof Alliance, Stephanie and other healed women are boldly sharing their unconventional voice to educate and impact culture in order to make abortion inconceivable. This episode is an important reminder that healing is possible and that no woman has to carry her pain alone. Learn more about Bullet Proof Alliance at www.bulletprooftruth.org. #TWWSI, #BulletProofAlliance, #StephanieJacobson, #ProLife, #HealingAfterAbortion, #HopeAndHealing, #ChooseLife, #AbortionRecovery, #FaithAndCulture, #PastorAlexBryant, #TheWayWeSeeIt 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  

#376 | Eight marketers. Two minutes each. One live bracket to crown the best-performing paid ad play. We brought back the Blitz Exit Five Live session format - this time for the Paid Ads Playoff: a head-to-head paid ads showdown, where marketers pitch their single best ad from 2026 in real time to our live voting audience. The plays cover a lot of ground: scroll-stopping creative for an unfamiliar category, testing TV as a full-funnel channel, measuring out-of-home, a 9-minute LinkedIn video that beat every short clip, incentivized demo offers, ChatGPT ads, fighting Google's AI Overviews in paid search, and the most creative ad creative you've ever seen. Presenters include Alexander Goodwin (Fingerprint), Stefanie Wlotzki (SurveyMonkey), Jake Newby (Lendio), Anthony Blatner (Speedwork), Dylan Wingrove (Pacvue), Kenna  Rooney (EasyLlama), and Shlomo Genchin (Unbored.com), co-hosted by Jess Cook of Vector.Timestamps (00:00) - - Welcome to the Paid Ads Playoff format (05:32) - - Making an unfamiliar B2B category scroll-stopping on paid social (08:04) - - Testing TV as an always-on demand channel (10:23) - - Measuring out-of-home ads with control markets (13:03) - - Why a 9-minute LinkedIn video beat every short clip (15:48) - - Q&A: targeting, TV attribution, and matching creative to the platform (25:49) - - Incentivized demos and gift-card offers that convert (28:32) - - Testing ChatGPT ads and shifting budget out of Google (32:40) - - Fighting back against Google's AI Overviews in paid search (34:50) - - The soap opera ad and turning boring software into a story (48:13) - - Tracking signals and structuring content for a long-form ad (55:05) - - The analogy framework behind the year's best-performing ad Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.Vector - A contact-level ads platform that lets you build audiences from actual people on your site, clicking your ads, and checking out your competitors. Learn how to build an ABM program that scales at vector.co/exitfive.Join us in Stowe, Vermont for Drive 2026 - three days away from your desk to learn what's working in B2B marketing from the people who are actually doing it. Grab your ticket at exitfive.com/drive.Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

Have you ever wondered why the smaller, more intimate industry events on your calendar seem to generate more real business than the massive trade show floors? In this episode, part two of our series The Intimacy Shift, I sit down with Mike Mosquito and Maureen Nylin, the duo behind the Buzz podcast, to find out exactly what happens once buyers are in the room.If you are planning your 2027 event strategy and trying to figure out where your budget should actually go, this conversation gives you the answer. Mike and Maureen have built their careers on being the people event organizers call when they want a room to feel less like a trade show and more like a reunion, and they pull back the curtain on how they do it.We get into why healthcare buyers are craving personal connection over another badge scan, what the real art of facilitation looks like when you are moderating a panel that people actually remember, and how they turned a single night of content into 50,000 LinkedIn impressions. If you have ever sat through a forgettable panel or wondered how to make your own event stand out, this is the episode that shows you what good actually looks like, and why fewer, better rooms beat another crowded ballroom every time.Key Topics Covered"(00:00)" Introduction"(02:00)" Mike and Maureen's backgrounds"(05:00)" Why intimate events are growing in importance"(07:00)" The buyer's perspective"(09:00)" Why relationships are the real differentiator"(11:00)" What Mike and Maureen do at events"(13:00)" Behind the scenes of their Chime event game show"(16:00)" How Mike and Maureen started working together"(19:00)" What event organizers consistently get wrong"(22:00)" The story behind their pre-promotion at the UGAAfter Dark event"(26:00)" The art of facilitation"(27:00)" Moderating together"(28:00)" Why curiosity and active listening matter more than a script"(31:00)" Why story beats data "(32:00)" How they generated 50,000 LinkedIn impressions in three hours"(34:00)" Livestreaming from HIMSS "(35:00)" Advice for healthtech marketers rethinking event strategy for 2027"(41:00)" Closing takeaways from the seriesIf 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!Find all of our episodes on the Health Podcast Library.Thank you to our presenting sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

#375 | If you can double your ad's click-through rate, you can usually cut your cost-per-click in half. Anthony Blatner, founder of Speedwork, sat down with Matt Carnevale to walk through how he's using AI to run LinkedIn ads at scale for clients right now. The conversation covers connecting Claude Code directly to the LinkedIn Ads API to automate bid management and reporting, building personalized ad campaigns, landing pages, and lead magnets for dozens of segments at once, and using account-based marketing principles to get LinkedIn's algorithm to reward you with lower costs. It also gets into avoiding content that reads as obviously AI-generated, running competitor conquest campaigns, and building target account lists for niches LinkedIn doesn't have a clean filter for. Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.Vector - A contact-level ads platform that lets you build audiences from actual people on your site, clicking your ads, and checking out your competitors. Learn how to build an ABM program that scales at vector.co/exitfive.Join us in Stowe, Vermont for Drive 2026 - three days away from your desk to learn what's working in B2B marketing from the people who are actually doing it. Grab your ticket at exitfive.com/drive.Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

In this episode of The Way We See It, Pastor Alex Bryant helps listeners make sense of the amendments appearing on the August 4 Missouri ballot. Alex shares portions of his conversations with Missouri Secretary of State Denny Hoskins and discusses what voters need to know before heading to the polls. He also offers his perspective on Amendment 4 and looks ahead to the abortion measure expected on the November ballot, joined by Kate Sickles of Freedom Principles Missouri. This episode is a reminder that informed citizens make better voters, and understanding what is on the ballot is just as important as showing up to vote. #TWWSI, #MissouriBallot, #Amendment4, #MissouriPolitics, #Election2026, #KnowTheIssues, #VoteInformed, #DennyHoskins, #KateSickles, #FreedomPrinciplesMissouri, #FaithAndCulture, #PastorAlexBryant, #TheWayWeSeeIt   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

If you're a B2B healthcare marketer wondering whether your trade show budget is actually buying you anything real, this episode is for you.I sit down with Megan Antonelli, Founder and CEO of HealthIMPACT, to kick off a two-part series I'm calling The Intimacy Shift, a look at why healthcare technology marketers are pulling money out of massive trade shows and putting it into smaller, curated, community-driven events instead.Megan has spent over a decade building the kind of room that CIOs, CMIOs, and CFOs will actually fly across the country for, and in this conversation she breaks down exactly how she does it. We also get into a question a lot of marketers are asking right now: as AI makes it easier for buyers to research quietly and stay invisible longer in the funnel, does that make in-person events more important, not less? Megan's answer, and her closing advice on where to start if you're rethinking your own event strategy, is worth the listen on its own.If your team is questioning whether to keep writing checks for booth space at the next big trade show, start here.Key Topics Covered“(00:00)” Introduction“(03:15)” Pivoting to virtual during the pandemic“(04:00)” Defining "operators" in healthcare“(04:45)” Megan's path through Informa and IIR“(05:15)” The shift from conferences to trade shows“(06:45)” Making the leap from corporate security to founding her own business“(09:00)” The real mechanism for curating the right room“(11:00)” Sponsor break: Health Launchpad“(12:00)” Why getting executives to show up is harder than it looks“(13:45)” Why Megan is proud to be "pay to play" “(16:00)” How marketing, sales, and healthcare leads each measure event success differently“(18:15)” Why content has to earn six hours of a C-suite executive's time“(21:45)” The shift from CIOs chasing "innovator" status to prioritizing being "responsible"“(23:00)” AI adoption, the growing dark funnel, and why events matter more for validation“(24:15)” Peer validation and word of mouth as the real decision driver“(26:00)” Why executives give up three or four days to travel“(27:15)” Megan's closing advice“(28:15)” Adam's five takeawaysIf 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 sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

Welcome back to Talking Marketing. This is season 2, episode 1. In a hyper-crowded market, generic campaigns are white noise. If you want to win enterprise-level accounts, you have to treat them like a market of one.  On this episode, I am joined by award-winning marketing executive and strategist Sloan Newman to discuss his brand new book, "The Relationship Revolution: Mastering 1:1 Account-Based Management." Sloan breaks down exactly how to move away from rigid dashboards and transition toward human-centered, high-impact engagement that secures multi-million dollar pipelines. What we cover:

If you have ever felt like your marketing and sales teams are speaking two different languages, or that your best customer stories are locked away in someone's inbox instead of helping close deals, this episode is for you.I sat down with Jennifer Lazarz, Director of Marketing at Medical Informatics Corp, the company behind the SickBay Clinical Platform. In just seven months, Jennifer's team went from siloed content and frustrated salespeople to a three-pronged AI infrastructure that has fundamentally changed how marketing and sales work together. We get into the details of how she trained her team on generative AI tools, how she built consolidated document libraries in NotebookLM so salespeople stop chasing down information, and how she put FDA compliance guardrails in place so that everything the AI generates stays within the lines. If you are trying to figure out how to get your sales team to actually use AI tools, or how to break down the walls between departments that are supposed to be rowing in the same direction, you are going to get a lot out of this one.Key Topics Covered"(00:00)" Introduction"(04:00)" Defining sales enablement"(06:00)" Where marketing's responsibility ends and sales' begins"(08:00)" The biggest friction point before AI"(11:00)" The three pronged AI approach"(12:00)" Training the LLMs"(15:00)" Building the document library, version control, and permissions"(17:00)" Adam's aside on Health Launchpad's own AI infrastructure journey and the Orchestrator"(20:00)" Training the people"(25:00)" How salespeople are embracing the tools and reclaiming their own narratives"(28:00)" The Gamma and ChatGPT workflow for building presentations efficiently"(31:00)" Guardrails in action"(33:00)" The multi-stage approval process"(35:00)" How the marketing and sales relationship has evolved"(37:00)" The biggest misconception in AI adoption"(40:00)" Adam's five key takeawaysIf this conversation sparked ideas about how AI-enabling your marketing and sales operation could make a real impact on your team, check out our AI enablement services. We help healthtech marketing teams move from scattered content and disconnected workflows to the kind of aligned, AI-powered operation Jennifer described in this episode.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 sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

Neste episódio do Vamos de Vendas, Gustavo Pagotto recebe Tiago Magnus, fundador e CEO da TD - Transformação Digital, para uma conversa sobre o papel dos eventos na geração de negócios B2B, as transformações do setor nos últimos anos e os bastidores da criação do B2B Summit 2026.Ao longo do episódio, Thiago compartilha sua trajetória no marketing B2B, explica como apostou em eventos online muito antes da pandemia e mostra como a tecnologia está transformando a forma como empresas, patrocinadores e participantes se relacionam em feiras e congressos. Ele destaca a importância de conteúdo, networking intencional e experiências relevantes para gerar valor real em eventos corporativos.A conversa também explora os principais erros de empresas que investem em eventos, desde a obsessão por volume de leads até a falta de acompanhamento pós-evento. Thiago revela como as empresas mais eficientes utilizam CRM, ABM, conteúdo e relacionamento de longo prazo para transformar conexões presenciais em oportunidades reais de negócio.

The real hands behind Route Mafia. Part 1.For months, "Route Mafia" has been projected as a spontaneous public voice.But who is really behind the campaign?In this video, we examine the think tanks, PR networks, digital campaign structures, and online ecosystems that helped amplify the Route Mafia narrative across social media.

Over the last month, I have spoken with more than 30 health tech marketing leaders who are part of the Healthtech Marketing Network. I wanted to hear firsthand from them about how the first half of the year has gone and how they're feeling about the rest of 2026.I was surprised by what I heard.In this episode, I sit down with my colleague Mark Erwich, Chief Strategy Officer at Health Launchpad, to discuss what we learned.We get into what happened in the first half of the year versus what people expected, and why almost nobody feels comfortable heading into the second half. One thing that stood out was that success is uneven. Some companies are doing better than others, and we unpack why.We also cover some real shifts in the buying process this year: How the C-Suite is getting more involved, how expectations are changing, and changes in buying committee dynamics.If you want a genuinely candid, no slides, no frameworks read on where healthtech marketing stands right now, this is the episode for you.Key Topics Covered:"(00:00)" – Introduction"(01:00)" – One word to describe H1: change"(03:00)" – Mark's take: positive policy and funding shifts"(05:00)" – Where healthcare tech spending is actually shifting"(06:00)" – Headwinds: Medicaid uncertainty, ROI scrutiny, Epic's expanding footprint"(09:00)" – The bifurcating "(or trifurcating)" market"(12:00)" – Three shifts in the buying process"(14:00)" – The dynamic buying committee concept and champion enablement"(17:30)" – AI maturity self-assessment: most teams landing at four to five out of ten"(18:00)" – AI-driven lead scoring"(19:00)" – Mark's perspective on tracking 100+ AI marketing use cases"(21:00)" – The AI volume paradox: more efficient tools, harder workloads"(22:00)" – Health Launchpad's GTM strategy offer for H2 planning"(23:00)" – The direct mail renaissance"(25:00)" – Brand awareness at scale"(27:00)" – Turning happy clients into brand ambassadors"(28:00)" – LLM optimization and the debate over signal capture versus unique content"(32:00)" – Reflections on differentiation across competitors this year"(33:00)" – Mark's closing advice: pick one thing and do it well"(34:00)" – Adam's five takeaways and episode wrap-upIf 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 sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

In this episode of The Way We See It, Pastor Alex Bryant responds to a question raised by Stephen A. Smith: "What's wrong with identifying as Black first?" Alex explains why he chooses to identify as a Christian first, a family man second, and Black third. It is not because he is ashamed of being Black. Quite the opposite. He is grateful for the way God made him. But when people think of him, he wants them to see Christ before anything else. Pastor Alex explores how identity shapes our perspective, our priorities, and our purpose. He challenges listeners to consider whether their primary identity comes from politics, race, nationality, career, or something greater. This is a thoughtful conversation about faith, identity, and what it means to put first things first. #TWWSI, #ChristianFirst, #IdentityInChrist, #FaithAndCulture, #StephenASmith, #BiblicalIdentity, #ChristianLiving, #RaceAndFaith, #PastorAlexBryant, #TheWayWeSeeIt 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

If a potential buyer asked an AI chatbot which companies are leading in your space, would your company come up? And if it did, would the answer be positive?In this episode, I sit down with Paul Wicks, Founder and Chief Evidence Officer of ProofStack Health, and my colleague Mark Erwich, Chief Strategy Officer of Health Launchpad, to dig into an underappreciated aspect of B2B health tech: the power of hard evidence.Not case studies. Not testimonials. Published, peer-reviewed proof.Paul brings a fascinating backstory to this conversation. A neuropsychologist by training, he spent years in academic research and then at PatientsLikeMe, where he helped publish over 110 peer-reviewed papers proving that patient-generated data could stand up to the highest standards of scientific scrutiny. That journey became the foundation for ProofStack Health, which has now helped more than 50 companies publish over 200 peer-reviewed papers.What makes this episode especially timely is the connection between evidence strategy and the way buyers are now researching vendors. Buyers are increasingly turning to ChatGPT, Claude, and Perplexity instead of Google, and those tools weight peer-reviewed scientific evidence heavily. Paul walks us through exactly how that works, including a remarkable case study on Ada Health, a company that consistently surfaces in AI search results as the best-evidenced AI symptom checker in the market. He also explains why the process of building an evidence base does not have to take years, and how conference abstracts can serve as a practical, fast-moving starting point.Mark brings the marketer's perspective throughout, drawing on his own experience co-authoring scientific papers and connecting Paul's framework to real-world content strategy, sales enablement, and trade show programs.If you are wondering how to get your company found when buyers are no longer Googling, this is an episode worth your full attention.Key Topics Covered"(00:00:00)" Introduction"(00:03:30)" Paul's background"(00:07:00)" The founding of ProofStack Health"(00:09:00)" What ProofStack does"(00:13:00)" The Ada Health case study"(00:15:00)" Mark's reaction"(00:17:30)" The shift in buyer behavior"(00:18:30)" How LLMs weigh evidence"(00:23:00)" Health Launchpad's AI optimization practice and how to get cited by LLMs"(00:24:00)" Open access and discoverability"(00:27:00)" How ProofStack structures an evidence roadmap"(00:29:00)" Mark on putting evidence to work in marketing"(00:32:00)" The importance of plain-language titles"(00:34:00)" Signals of trust"(00:35:00)" Paul's closing takeaway"(00:37:00)" Mark's closing takeaway"(00:38:30)" Adam's five key takeaways from the conversationIf 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 sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

Most ABM programs fail before the first campaign launches — because the account list is wrong, the incentives are broken, and marketing is measuring the wrong things.In this episode, Matt Sciannella sits down with Sidney Waterfall (Head of Marketing, Open Brand) and Sam Kuehnle (VP Marketing, Loxo) — two former Refine Labs marketers now running completely different ABM motions at completely different companies — to break down what a real ABM program looks like in 2025.They cover:— How to build and tier a target account list (and why sales shouldn't do it alone)— The commission structure mistake that was silently killing 4x pipeline growth— Why Sidney refused a marketing-attributed pipeline goal — and what she tracks instead— The 80/20 LinkedIn ad strategy Loxo uses to stay visible in a crowded market— Meta ads for a 3,000-account B2B list: what happened when they tried it— How AI is actually being used inside real ABM programs right nowWhether you're managing 20 strategic accounts or a universe of 200,000, this episode has something to pressure-test in your current motion.Keywords: ABM strategy, account-based marketing, B2B demand generation, pipeline growth, B2B marketing podcast, target account list, marketing attribution, PLG SLG, LinkedIn ads B2B, in-house marketing strategy.

I have wanted to do this episode for a long time. One of the questions I often hear most healthtech marketers is whether starting a podcast is actually worth it. And if you already have one, are you thinking about it the right way?I brought on two guests who have built one of the most distinctive shows in healthtech together: Ed Gaudet, CEO and Founder of Censinet, and his brother Mark Gaudet, Director of Market Development at Censinet and the host of their podcast, Risk Never Sleeps, which just hit 200 episodes.This conversation gets past the usual "build your brand" rationale for podcasting and into the real, honest story of what it actually takes and what it actually delivers. Ed and Mark talk about the grind of those first six months, why most podcasts never make it past 25 episodes, and how Risk Never Sleeps has become a genuine source of pipeline for Censinet. I share my own experience too, including how syndication 5X'd our reach and how listeners have turned into real business conversations.There is also a moment in this episode where Ed shares a story about a message he received from the wife of a guest who had passed away. I will let him tell it, but it is a reminder of why this work matters beyond the metrics.If you are weighing whether to start a podcast or wondering why your current one is not quite working yet, this episode is for you.Key Topics:"(00:00:00)" Introduction"(00:03:00)" Background on Censinet"(00:04:30)" How Risk Never Sleeps got started"(00:05:45)" The philosophy behind the show"(00:06:15)" Guest mix on Risk Never Sleeps"(00:07:45)" The business value of podcasting for Censinet"(00:09:00)" Nearly quitting the HealthTech Marketing Show multiple times"(00:10:00)" How syndication with Healthcare Now Radio 5X'd the show's reach"(00:11:00)" Ed shares a story about a message from a listener's widow"(00:13:30)" Where Risk Never Sleeps is headed next"(00:14:00)" Improving show quality"(00:16:45)" Health Launchpad sponsor message"(00:17:15)" Advice for anyone considering starting a podcast"(00:18:30)" Learning the craft of interviewing"(00:19:00)" Four key takeawaysIf 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 sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

Matt Lyman is the Vice President of Marketing at Flosum, an enterprise Salesforce-native platform for DevOps, data protection, backup, security, and governance. With nearly 20 years of experience across demand generation, ABM, marketing operations, and B2B growth, he leads marketing strategy for technical audiences and helps translate complex products into clear, human-centered messaging. Matt previously held marketing leadership roles at Chef Software and LeanData and brings a people-first perspective shaped by his background in theater and community building. In this episode… Marketing to technical audiences exposes weak assumptions quickly. These buyers rarely respond to vague promises or generic campaigns. So how can marketers create marketing systems that earn trust, generate demand, and keep improving? Matt Lyman, a B2B marketing leader with expertise in demand generation, technical audiences, paid media, and community-led growth, explains that the answer starts with understanding the human behind every technical buying decision. Instead of treating messaging as a static brand exercise, teams should treat it like a hypothesis: test it, listen to feedback, and adjust based on what the market reveals. Matt emphasizes the importance of tailoring messages to executives and practitioners, choosing events based on audience fit, watching leading indicators before pipeline slips, and using AI to accelerate work without replacing human strategy. The result is a more focused marketing engine built around precision, context, and continuous learning. In this episode of the Revenue Engine Podcast, Alex Gluz talks with Matt Lyman, Vice President of Marketing at Flosum, about building effective marketing engines for technical audiences. Matt shares how technical buyers shape messaging, why event and paid media strategy require focus, and what leading indicators reveal about pipeline health. He also touches on AI, community building, and mentorship.

When leveraged strategically, LinkedIn can be an incredibly powerful platform for B2B companies to build their brands, establish credibility in their vertical, and capture high-intent inbound opportunities. Unfortunately, many company are using tactics that are either too salesy or aggressive, resulting in a massive trust gap and a stagnant pipeline. So, how can B2B companies and their marketing teams close the trust gap, dismantle the friction, establish credibility in their industry, and build a predictable LinkedIn lead generation system without wasting precious advertising dollars?That's why we're talking to Niall Ratcliffe (CEO, noticed) who shares the secrets that top B2B companies use to win on LinkedIn. During our conversation, Niall highlighted how to balance profile positioning, narrative-driven content, and targeted outbound communication. He discussed the critical shift from founder-led content to employee-generated content (EGC) through well-structured internal advocacy programs. Niall mapped out exactly what content formats and structural frameworks are moving the needle right now, providing an actionable blueprint for modern B2B personal branding and organic reach. Stay to the end, where Niall actually revealed some secrets that top B2B companies use behind the scenes that they won't discuss in public. 

In this episode of The Way We See It, Pastor Alex Bryant unpacks 20 pieces of advice for young men from Patrick Bet-David, the Iranian-American businessman, podcaster, and entrepreneur known for his straightforward approach to leadership, success, and personal responsibility. As Alex walks through PBD's list, he offers his own commentary, insights, and biblical perspective on what it takes to become a strong man in today's world. From discipline and work ethic to relationships, character, and purpose, this episode is packed with practical wisdom for young men and anyone interested in personal growth and leadership. #TWWSI, #PatrickBetDavid, #PBD, #Leadership, #YoungMen, #Manhood, #PersonalResponsibility, #SuccessPrinciples, #FaithAndLeadership, #PastorAlexBryant, #TheWayWeSeeIt 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

Account-based marketing isn't new to manufacturers, but the way they have to run it is unlike anyone else's. In this episode, Demandbase's Nick Cholakis unpacks the defining tension of industrial ABM: a sales cycle that can stretch past two years, punctuated by a buying window that slams open and shut in weeks. With most research now happening anonymously and offline — increasingly inside LLMs — Nick explains how signal aggregation helps manufacturers spot in-market accounts, why behaviour should override firmographics when tiering, and how to arm distributors and channel partners with the context they need to act before the window closes.

Something fundamental has changed in how health tech buyers do research — and if you're watching your website traffic decline, you might be misreading what it actually means.In this episode, I sit down with Suyog Deshpande, Founder and CEO of Webless AI, to dig into one of the most consequential shifts in B2B buyer behavior in a generation.Will websites die?Probably not but something big is happening.Here's what's actually happening: your buyers haven't stopped doing research. They've moved it upstream — to ChatGPT, Claude, Perplexity, and Gemini. They're building their shortlists there, forming their preferences there, all before they ever land on your website. By the time they show up, they're not browsing. They're validating.Suyog calls this the low volume, high intent era, and it completely reframes the traffic problem.This matters enormously for health tech vendors. Healthcare buying cycles run nine months or more, and around 75% of buyers go with the first vendor they contact after that research phase. If you're not on the shortlist before the process starts, your odds of winning are close to zero. The battle is won long before sales gets involved.We also get into something I find genuinely underused: the first-party intent data sitting on your own website. The queries visitors type into your site search aren't keywords anymore — they're prompts, often 100 to 200 words long, and they tell you exactly what content to create to get cited by AI engines.Full disclosure: we use Webless at healthlaunchpad.com and it's one of the most useful things we've implemented in the past year. We've lived the traffic dip, made the pivot, and we're now seeing inbound opportunities increase even as overall volume has flattened out.If you're wrestling with declining traffic or trying to figure out what AEO actually means in practice, this episode will give you a clear framework for what your website is really for in the age of AI search.Key Topics:"(00:00:00)" Introduction"(00:05:30)" Why Websites Were Built for Google, Not Buyers"(00:07:00)" Will Websites Go Away?"(00:09:00)" AI Search Engines as the New Top of Funnel"(00:10:30)" Unpacking Low Volume, High Intent"(00:12:00)" The Shortlist Problem in Healthcare Buying"(00:15:30)" How Webless Helps Brands Surface in AI Search"(00:18:00)" Sponsor Break: Health Launchpad AIO Audit"(00:19:30)" Prompts, Not Keywords: The New Content Challenge"(00:21:00)" What Webless Actually Is on Your Website"(00:23:00)" Content Strategy vs. Measurement for AEO"(00:24:30)" Real Results: Traffic Down, Inbound Opportunities Up"(00:26:00)" Where to Find Webless AI and Closing"(00:27:00)" Four TakeawaysIf 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 sponsor, HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

2:58:30 – Frank in New Jersey, plus the Other Side. Topics include: Plastic Man, Gravity’s Rainbow, The Fall, flashes in the sky, Elon Musk becomes world’s first trillionaire, milliard, World Cup, NBA Finals, Doctor Who on hiatus, ABM update, next morning, mate, Roberta (1935), censorship, Top Hat (1935), seltzer bottles, the house detective, Nightstation – Nothingness Express, […]

2:58:30 – Frank in New Jersey, plus the Other Side. Topics include: Plastic Man, Gravity’s Rainbow, The Fall, flashes in the sky, Elon Musk becomes world’s first trillionaire, milliard, World Cup, NBA Finals, Doctor Who on hiatus, ABM update, next morning, mate, Roberta (1935), censorship, Top Hat (1935), seltzer bottles, the house detective, Nightstation – Nothingness Express, […]

Enhance your B2B marketing strategy by understanding how account-based marketing (ABM) and demand generation can be used synergistically. This episode breaks down the evolution of ABM, its integration with demand gen, and practical tips for aligning sales and marketing efforts.00:00 Intro06:36 What Modern ABM Looks Like10:34 How Technology is Reshaping ABM Strategies15:10 How Demand Gen and ABM Work Together25:19 ABM Beyond Acquisition30:06 When ABM Makes Sense - and When it Doesn't Episode Resources:- Learn more about B2B demand generation → https://www.boundify.io/blog- Learn more about paid search → https://www.boundify.io/blog/search-type-campaigns-that-every-b2b-marketer-should-know Book a Free Strategy Call:https://www.boundify.io/lets-talk Subscribe to Demand Gen Studio on your favorite platform: https://www.boundify.io/demand-gen-studio Connect with us on LinkedIn: https://www.linkedin.com/company/boundify/

In this episode of The Way We See It, Pastor Alex Bryant tackles a difficult but necessary conversation about what some have called "Black Fatigue," the frustration and exhaustion that comes from repeatedly seeing destructive behaviors that hurt the Black community and reinforce negative stereotypes. Alex says he wishes we could have a players-only meeting and deal honestly with some of the issues holding black people back. Using clips from a variety of Black voices, leaders, commentators, and cultural influencers, he highlights those who have been sounding the alarm for years. But this episode isn't just about identifying problems. It's about finding solutions. Drawing from the words of Tupac Shakur, Alex argues that real change begins when we change the way we think, the way we live, and the way we treat each other. This is a candid conversation about responsibility, culture, and the path forward. #TWWSI, #BlackFatigue, #BlackCulture, #CommunityLeadership, #PersonalResponsibility, #CultureChange, #Tupac, #FaithAndCulture, #RealTalk, #PastorAlexBryant, #TheWayWeSeeIt, #LeadershipMatters, #ChangeStartsWithUs, #StrongerTogether #Tupac 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

Quiet Courage of the CMO There is a version of the marketing leader's job that looks great on a slide deck, and then there is the real thing. On this episode, we wanted to get at the real thing. Host Adam Turinas sat down with two marketing leaders who are currently in the middle of major company transformations, Erik Johnson, VP of Marketing at Harmony Healthcare IT, and Steffany Whiting, EVP of Marketing at iMethods. They are talking rebrands, ABM programs built from scratch, website overhauls, and bold calls about where to focus and where to pull back. The stakes are real for both of them. Find all of our network podcasts on your favorite podcast platforms and be sure to subscribe and like us. Learn more at www.healthcarenowradio.com/listen

For years, Marketers have known newsletter advertising works…but proving it has been nearly impossible. Daniel sits down with Adam Ryan, CEO of Workweek to discuss Workweek's new Partner Platform and why it could change how B2B marketers measure newsletter performance forever. They break down why traditional metrics like opens and clicks are often misleading, how bot traffic has distorted reporting, and why many Marketers have been under-crediting newsletters for years. Adam explains how Workweek is connecting newsletter engagement directly to CRM systems, helping marketers finally see the impact newsletters have on pipeline, revenue, and account engagement. And, a handful of decision-makers from the right accounts can be far more valuable than thousands of anonymous clicks. How can you make that happen right off the bat? If you're a Marketer who wants to learn more about ABM, brand marketing, creator-led advertising, attribution challenges, and why the future of B2B marketing is about knowing who engaged, this is the episode for you.   Wrike brings structure, visibility, and accountability to work, so companies can make better business decisions, improve efficiency, and reduce risk. Learn more at https://wrike.com/tmm Follow Adam: LinkedIn: https://www.linkedin.com/in/adamtryan/ Follow Daniel: YouTube: https://www.youtube.com/@themarketingmillennials/featured Twitter: https://www.twitter.com/Dmurr68 LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing Sign up for The Marketing Millennials newsletter: www.workweek.com/brand/the-marketing-millennials Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com

In this episode of The Way We See It, Pastor Alex Bryant discusses what's really at stake in the upcoming elections. He examines the vision of Texas politician James Talarico and the implications of his stated desire to fundamentally change politics in Texas and across America. Alex also highlights important developments in Missouri, where pro-life advocates are working to place measures on the ballot that would protect life and challenge the expansion of abortion. More than ever, voters need to understand what's on the ballot before they step into the voting booth. This episode is a reminder that elections matter, ideas matter, and informed citizens make a difference. #TWWSI, #WhatsOnTheBallot, #JamesTalarico, #ProLife, #Election2026, #FaithAndCulture, #KnowTheIssues, #VoteInformed, #ProtectLife, #PastorAlexBryant, #TheWayWeSeeIt 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

#359 | Dave sits down with Casey Patterson, Director of ABM at Snowflake, to talk about what ABM actually looks like inside one of the biggest companies in enterprise software. Casey breaks down how she cold LinkedIn messaged her now-boss Hillary to get her ABM decks reviewed before ever working together, why ABM works best when marketing stops thinking about credit and just focuses on helping sales get into accounts, and how she's thinking about the shift from traditional ABM plays to agent-driven ABM. They also get into geo-fenced out-of-home advertising, one-to-one field marketing plays, and why the future of ABM looks more like Netflix than a campaign calendar. Plus a surprisingly good tangent on finding mentors and how to actually get one.Timestamps(00:00) - - How Casey cold LinkedIn messaged her way into a mentorship (08:42) - - What a mentor actually is and how to find one (15:41) - - Why delusional confidence is underrated in marketing (20:12) - - The crux of ABM: sales alignment or nothing (23:19) - - ABM is not running digital ads to a list of accounts (28:44) - - How Casey thinks about running a team of 23 ABM marketers (31:39) - - A real ABM play: field event, OOH, gifting, and email at once (40:52) - - How to figure out the right number of accounts to target (45:53) - - Agent ABM: the three phases Casey is building toward (49:09) - - The future of ABM: reaching people in their preferred channels (51:11) - - How Dave uses AI to write his newsletter (57:54) - - The bull case for marketers in the age of AI Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Optimizely - A no-code AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Learn how to deploy agents on your marketing team at Agents in the Mix. Learn more at optimizely.com/exitfive. Vector - A contact-level ads platform that lets you build audiences from actual people on your site, clicking your ads, and checking out your competitors. Learn more at vector.co, and get their new MCP server by clicking here. Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.Join us in Stowe, Vermont for Drive 2026 - three days away from your desk to learn what's working in B2B marketing from the people who are actually doing it. Grab your ticket at exitfive.com/drive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

In this powerful episode of The Way We See It, Pastor Alex Bryant sits down with Stone Moss from Limitless Church to talk about the incredible growth of a church that launched just three years ago and is already reaching nearly 1,000 people. But this conversation goes far beyond church growth. Stone opens up about the pressures of leadership, the challenges of securing a new building, and a terrifying moment during his wife Maddie's pregnancy with twins when doctors warned they may have to choose between the babies or even her life. Through heartbreak, uncertainty, and fear, Stone shares the miraculous story of how God carried their family through the fire. This is a conversation about faith, obedience, resilience, and trusting God when everything is on the line.

A Practical Guide to Intent-Driven ABM and AI in Healthtech This episode is the final installment in a three-part miniseries on ABM and go-to-market strategy, and it is extremely practical. Host Adam Turinas is joined by guest Rehan Mirza, Chief Growth Officer at Verifiable, a credentialing automation platform that has lived through every stage of the ABM journey, from cold outbound blasting to sophisticated, intent-driven orchestration across a complex enterprise sales motion. Find all of our network podcasts on your favorite podcast platforms and be sure to subscribe and like us. Learn more at www.healthcarenowradio.com/listen/