Podcasts about ABM

Aseguran más de 82 mil litros de hidrocarburo en Pueblaanícula 2025 impactó gran parte del paísJosé Antonio Kast gana la presidencia de ChileMás información en nuestro podcast

We're closing out the year by looking forward. In this episode, you'll hear a range of voices from across healthtech marketing, growth, PR, podcasting, and the Health Launchpad team as they share what's already starting to shift beneath the surface—and what that means for the year ahead. Some of the predictions may feel inevitable. Others might make you a little uncomfortable. That's usually a good sign.A few patterns start to emerge as the conversation unfolds: How technology is quietly becoming less “innovative” and more… expected;  how buying decisions are evolving in ways most marketing teams aren't fully prepared for; and how the line between human judgment and machine influence keeps getting blurrier—sometimes in helpful ways, sometimes not.We wrap with a final perspective on what's likely to separate the companies that gain momentum from the ones that get stuck explaining themselves. It's less about chasing the next shiny thing—and more about clarity, credibility, and proving impact where it actually counts.If you're heading into the new year wondering what really deserves your attention (and what can safely be ignored), this episode should give you plenty to think about—without handing you a checklist.Topics Covered:[00:00:00] A rapid-fire glimpse of what's ahead[00:00:09] Setting the stage for the year to come[00:02:00] Why these perspectives matter right now[00:03:00] The evolving role of virtual care inside health systems[00:04:00] How intelligence, data, and care environments are starting to converge[00:04:00] What's changing behind the scenes in enterprise buying decisions[00:05:00] The future of outreach, attention, and relevance[00:06:00] Why physical presence is showing up in digital-first strategies[00:07:00] Trust, risk, and proof in a more skeptical market[00:09:00] How discovery and decision-making are being quietly rewritten[00:10:00] New expectations for helping buyers move forward[00:11:00] The changing role of video in serious B2B conversations[00:12:00] Personalization at a scale most teams aren't ready for[00:13:00] Rethinking volume, focus, and what actually moves the needle[00:15:00] Where automation helps—and where it starts to hurt[00:16:00] Designing for speed, consistency, and long-term flexibility[00:17:00] Creating work that machines can use as easily as humans[00:18:00] What AI adoption looks like once it grows up[00:19:00] The hidden costs of intelligence—and why they're entering the conversation [00:20:00] What will separate leaders from laggards in the next phase[00:21:00] When experimentation turns into infrastructure[00:23:00] How care delivery, creativity, and growth are settling into a new normal[00:25:00] Final thoughts on what 2026 may demand of all of usIf you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.Follow me on LinkedIn.Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!Thank you to our presenting sponsors, HIMSS, a leader in advancing health equity, digital innovation, and data-driven care through technology, policy, and community collaboration. And also HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

What if the most powerful leadership lessons start long before your first title? We sit down with Sumi Shukla, VP of Global Marketing at Riverbed, to explore how immigrant roots, blended cultures, and early responsibility shape a career built on resilience, fairness, and authenticity. Sumi's story moves from a childhood balancing identity in a predominantly white town to leading global teams across field marketing, ABM, partners, and digital. Along the way, she learned to trade control for trust, to define outcomes clearly, and to give people the space to deliver in their own way.We get into the big tension leaders face: courage versus perfection. Sumi argues that fearless presence beats “flawless” execution when it carries substance—evidence, iteration, and accountability. She shares concrete examples from marketing, including how her team launched ambitious account‑based marketing programmes, read the data honestly, then made the tough call to scale back and reinvest where results were strongest. You'll hear how to normalise experimentation without recklessness, drop sunk costs without leaving gaps, and build a culture where learning is a habit, not a post‑mortem.Mentors and representation play a central role here. Sumi highlights the impact of formidable female leaders early in her career and the insights from her Global Voices of Leadership: Women Who Inspire series—stories of resilience, unconventional paths, and sponsors who opened doors. Together we map a practical leadership playbook: be clear on the outcome, be consistent and fair, lead from the front or the back as needed, and stay humble because you might be wrong. We close with a simple, moving question about legacy - what remains when titles fade - and why the answer should guide how we show up at work and at home.If this conversation resonates, follow the show, share it with a colleague who's growing a team, and leave a quick review to help others find these leadership stories. Your feedback shapes what we explore next.Don't miss the "Virtually Anything Goes" question at the end, where Lev faces Sumi's unscripted question for the first time!Subscribe for more inspiring leadership conversations and share this episode with someone who needs to hear this message today.Sumi Shukla is the VP of Global Marketing, at Riverbed Technology, where she leads all field marketing teams, ABM, Partner and Alliances, and Digital marketing. Sumi has 25 years of experience working in Tech Marketing, having spent over 10 years working at Cisco and having now been with Riverbed Technology since 2016. If that wasn't enough, Sumi is also a strong advocate for Women in Tech and has established the “Women at Riverbed EMEA” initiative.Connect with Sumi Shukla on Linkedin: https://www.linkedin.com/in/sumi-shukla/Lev Cribb is the Founder and Managing Director of Made To See, a UK-based Video and Livestreaming Agency, specialising in the strategic and tactical use of video across B2B organisations. Lev is also the host of the Virtually Anything Goes podcast.Connect with Lev Cribb on Linkedin: https://www.linkedin.com/in/levcribb/For more information, content, and podcast episodes go to https://www.madetosee.com or our YouTube channel  @madetoseemedia ​

Targeting is the number one factor killing your ad program. Mason Cosby walks through what most LinkedIn ad experts miss —and why audience expansion and third-party network expansion are just setting money on fire—two ways people are specifically setting cash on fire on LinkedIn: industry-based Targeting and title-based Targeting LinkedIn industry targeting is super confusing, it isn't nearly specific enough, and can put extraordinarily similar companies in different industries—so you end up hitting tons of companies that are not even remotely the people you want to be going after.ㅤTitle-based targeting lumps together multiple titles that are kinda close, so you spend a ton of money on people who will never buy from you.ㅤThe alternative is list-based advertising: identify the specific companies and individuals you want to target, and upload the list. Match rates come from personal email addresses, LinkedIn URLs, or LinkedIn-provided data from a LinkedIn event registration form—plus a quarterly list refresh to account for job changes.ㅤ

Dos sujetos matan a 15 personas y lesionan a decenas en Sidney, uno de los agresores es abatido; Gobierno descarta descentralización de secretarías, con AMLO, sólo 7 de 32 dependencias lograron mudanza; México, a la par de Cuba y Jamaica en el uso de efectivo: ABM; Miles de tabasqueños dieron la bienvenida a Fátima Bosch, Miss Universo 2025; El Toluca es bicampeón del futbol mexicano, conquistó su decimosegundo título y alcanzó a las Chivas como el segundo máximo ganador.Un Podcast de EL UNIVERSAL. Hosted on Acast. See acast.com/privacy for more information.

Scrappy ABM brings together host Mason Cosby and Yann Sarfati, CEO and Co-founder of Userled, to talk about ABM, AI, field marketing, and events that actually bring the bank. The conversation starts with the problem statement: ABM is a strong buzzword, but finding the accounts you really want to go after is actually the hardest thing. Many teams say they have a narrow ICP and still end up with a list of 10,000 accounts.ㅤYann shares how Userled spent almost six months building a list of 1,000 accounts with clear commonality, strong conviction, and ethical belief that life will be better for those accounts. Mason highlights the mental headache and wasted 10 to 20 hours per bad deal when the ICP is wrong. Together they walk through NRR in MarTech, repeatable GTM motion, small events where the persona actually shows up, personalized event invites, and doing things that do not scale to win enterprise deals and keep customers for the long term.ㅤ

Scrappy ABM brings together host Mason Cosby and Erika White Crutchlow from Resolver to walk through an event-focused ABM program that runs on tight alignment with customer success and sales, bold booth visuals, and simple giveaways like branded socks. Mason and Erika revisit a conversation that started at B2BMX in October and trace how a heavy event season turned into a structured approach to account selection, pre-event outreach, and on-site execution.ㅤErika explains how Resolver builds event-based target account lists, crawls LinkedIn, and uses historical lists to reach high-value customers and prospects before anyone steps on the trade show floor. She shares how tailored email, LinkedIn, and phone outreach, SDR calls two weeks before the show, and “after-hours” breakfasts, activities, and dinners with customers and prospects create real relationships, qualified accounts, and long-term brand awareness that show up in Salesforce long after the event ends.ㅤ

In this episode of The Way We See It, Pastor Alex speaks humbly and honestly to his tribe of pastors, drawing from his experience of traveling and spending time in more than 150 churches over the past few years. This isn't a critique, but a conversation—offering thoughtful encouragement on things like faithfully preaching the Word, creating space for response, and remaining approachable and accessible as leaders. These reflections are shared with respect for the difficult calling of pastoring and with a genuine desire to strengthen the Church.

There has been a lot of buzz about Gemini 3, Google's LLM. In this episode, I dig into Google's big announcement and try to get past the hype to what it really means for healthtech marketers. Google is positioning Gemini 3 as a highly multimodal, context-aware AI system that can handle text, images, data, and reasoning in one place. I will do my best to explain what that means in English and why you should care about that. I will also share how I benchmarked Gemini 3 vs the other guys to see if it lives up to the promise.I also cover what this all means for search. This is kind of a big deal - potentially. This may presage the likely evolution of search from text-only answers to rich, AI-generated “micro-sites” with visuals, maybe even video, built on the fly. I will wrap up with five key takeaways on when to use which tool (Gemini, ChatGPT, Claude, Perplexity), where Gemini really shines, and why Google's evolving ad model should be on every healthtech marketer's radar right now.Topics Covered:"(00:00)" – Introduction & setup"(01:10)" – What Gemini 3 actually is"(03:40)" – Nano Banana Pro for visuals"(05:30)" – Multimodal workflows & creative speed"(07:30)" – Deep integration with Google apps"(09:30)" – AI Overviews & the future of search"(12:30)" – Visual, interactive AI results & declining SEO value"(15:10)" – Rethinking Google Ads in an AI-first world"(17:00)" – Introducing the HLP BrAIn & benchmarking approach"(18:30)" – Benchmark results: BrAIn vs ChatGPT vs Gemini"(21:00)" – Script-writing test across four LLMs"(24:00)" – Strengths and weaknesses of each LLM"(26:00)" – Five key takeaways & closingIf you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.Follow me on LinkedIn.Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!Thank you to our presenting sponsors, HIMSS, a leader in advancing health equity, digital innovation, and data-driven care through technology, policy, and community collaboration. And also HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

B2B marketing that makes you want to ram your head through a wall usually has the same pattern: the wrong people in the funnel, a light calendar, and an empty pipeline. On Scrappy ABM, host Mason Cosby calls out six specific reasons most B2B marketing programs are failing and walks through exactly how to fix them.ㅤInstead of chasing hundreds of thousands of leads and celebrating opt-ins, Mason pushes marketers to focus on targeting a very specific list of best fit customers—people who are super happy, highly profitable, send more friends, and stay for a long time. He shows how to speak the language of leadership by tying every program to named company objectives and real pipeline, and how to get sales to buy in by actually delivering the companies everyone agreed to go after.ㅤFrom lack of resources and unclear measurement to broken execution after the company all hands and strategy meeting, Mason lays out a simple way forward: eliminate what is not working, stick to a plan for three to six months, and use account-based marketing to go get the customers you really want.ㅤ

ABMについて話す2回目。リードマーケティングとABMの違いを話します。リードマーケティングとABMの違い。その文化の違い。ABMの3つ。SMB向け、MM向け、EP向け。ターゲットアカウントと自社の事業モデルで検討する。営業経験者がマーケティングも理解しリーダーに立つことがABMでは必要。【ご意見ご感想ボックスはこちら】https://docs.google.com/forms/d/e/1FAIpQLSc9lSRqQ_ZJ3CGDWbwO5gIZ7BTH6pGX0ehpLRKXw7IZ4SuIiQ/viewform?usp=sf_linkどうでもいい話は　「　明日フルマラソン　」　です。#マーケティング #セールス #コミュニケーション #顧客視点 #コンテンツ #ビジネス #BtoB #BtoBマーケティング（提供：株式会社コロンバスプロジェクト　https://columbusproject.co.jp）

Scrappy ABM brings together host Mason Cosby and Yadin Porter de León, Director of Customer Stories and thought leadership over at Heroku, which is a part of Salesforce, to talk about going straight to the top of your target accounts without getting blacklisted.ㅤInstead of getting stuck in email blasts and third-party events that promise “rubbing elbows” with executives, Yadin shares a high-level framework that starts small with relationships your own C-suite already has, then builds proof points through web stories, webinars, podcasts, and thought leadership videos. The conversation walks through going top down from your CEO and bottoms up from directors and senior managers, doing the hard “eat your vegetables” work of segmentation, and mapping LinkedIn so you make it easy for leaders to say yes.ㅤThrough stories from Angel Med Flight, JetBlue, GE Healthcare, NASA Jet Propulsion Labs, Wells Fargo, Michael Dell, and a seven-figure deal, Mason and Yadin show how time and trust, podcasts, and truly helping individuals with their own goals can turn a focused ABM program into a powerful path to the C-suite.ㅤ

In this episode of The Way We See It, Pastor Alex gets real about one of today's most divisive topics—his support for President Donald Trump. From illegal immigration to airstrikes on narco-terrorists to the travel ban on certain nations, Pastor Alex unpacks the reasoning behind his stance and why he believes these policies matter for America. It's bold. It's honest. And it might be the most controversial episode we've released in a while. Tune in for Pastor Alex's raw, unfiltered thoughts and decide for yourself.

In this episode of OnBase, host Paul Gibson sits down with Joel Harrison for a wide-ranging and deeply insightful conversation about one of the most pressing issues in modern B2B: trust. Together, they unpack how trust is eroding across society, why it has become the backbone of successful ABX programs, and how marketers can differentiate in an era flooded with AI-generated “average content.”Joel shares his personal journey from magazine editor to industry leader, and why he believes trust, not just technology, is the true engine behind influence, brand affinity, and long-term customer relationships. The conversation explores how AI is challenging credibility, how strategic thought leadership can reclaim it, and why authenticity must be built intentionally rather than assumed.Whether you're a marketer, seller, or B2B leader navigating the new era of AI-driven engagement, this episode provides a powerful framework for building trust at scale, without losing the human touch.Key TakeawaysTrust is the new competitive differentiatorTrust isn't a soft metric, it's the oxygen of B2B relationships. Without it, brands will struggle to generate engagement, earn consideration, or influence buyers who are increasingly overwhelmed and time-poor.Average content is everywhere, quality is the real moatAI has made it easier than ever to produce content, but most of it lacks authenticity, depth, and accuracy. Joel argues that this creates an opportunity: brands that invest in high-quality thought leadership will stand out faster than ever.Thought leadership must be strategic, not randomAccording to Joel, true thought leadership:Is rooted in robust dataConnects to a long-term narrativeInfluences every stage of the funnel, from brand to demand to salesIncludes credible experts and voices internally and externallyWhen executed well, these programs deliver 52% better ROI than traditional marketing.Advocacy is massively underutilized in B2BCustomer recommendations, peer validation, and community influence play a foundational role in trust, but most companies underinvest in structured advocacy programs. Joel highlights emerging “TrustTech” tools that are beginning to change this.AI must be used with oversight, not blind automationAI is powerful for efficiency, research, and content acceleration, but hallucinations and inaccuracies can damage credibility. Human oversight is non-negotiable, both at the beginning and the end of the workflow.ABX thrives when trust comes firstSignals alone aren't enough. Buyers won't engage with sales if they've never heard of you or don't trust your brand. Trust-building must begin long before intent signals surface, and it must extend through the entire customer lifecycle, not just new logo acquisition.Quotes“Thought leadership isn't a blog post. It's a strategic, data-driven idea deployed across the entire customer journey.”Resource RecommendationsAndy Lambert's newsletterLuan Wise's newsletterCDP Institute's newsletterPaul Cash's LinkedIn postsShout-OutsScott Stockwell, Founder at WorkmatikGraham Wylie, Growth CMO, B2B SaaS & ServicesBarbara Stewart, Buyer & Customer Experience ConsultantRobert Norum, ABM and Growth Expert, B2B MarketingAbout the GuestAs editor-in-chief of B2B Marketing and one of its founders, Joel plays a strategic role in the company, focusing on the development of all B2B Marketing's content, products and services – including events, training, reports and the magazine.He's also an ambassador and evangelist for B2B more generally, and a regular speaker at conferences and at in-house marketing team meetings.Connect with Joel.

Brand has become the B-word in our industry. It's almost viewed as a dirty word in certain C-Suites and marketing leaders bring it up at their peril.But let's face it, without a strong brand, your sales are going nowhere. And this is especially the case in healthcare technology, where buyers have favorites and start a 13+ month buyer journey with a shortlist in mind.In this episode, I sit down again with my friend and healthtech marketing leader, Lea Chatham, to unpack what it takes to create and build a strong brand.We discuss what it really takes to build a brand in the white-hot ambient AI/clinical scribe space. We start with the reality that large buying groups are overwhelmed with noise, and increasingly turn to a few trusted sources to quietly shortlist the top two or three vendors before they ever talk to sales. If you're not consistently showing up with credibility in those channels, you may never even make the long list, let alone the shortlist. Lea and I then dive into the specific brand challenges she's taken on at Heidi Health. Heidi began as a bottom-up, product-led, physician-led company with a very “sign up free and try it” feel. Lea walks through how they've repositioned Heidi to a broader “AI care partner” that can sit beside any clinician across organizations of all sizes, while still staying obsessed with physician experience and adoption. We also explore the broader competitive landscape in ambient AI. Lea describes two main camps: solutions tightly embedded in the EHR, and “untethered” scribes where integration is the last step rather than the first. From there we zoom out into brand strategy and execution. We talk about the constant push to create “branded demand,” where every brand investment also drives pipeline, and every demand gen motion reinforces the brand. Lea explains that you can't build a serious brand in this market purely organically. You have to spend selectively, like picking a few big bets (like going big with CHIME, co-authoring an award submission with marquee enterprise customers, or key analyst relationships) that can create outsized visibility and credibility quickly while your broader organic engine spins up. Key Topics Covered:"(00:00)" Setting the Stage: Ambient AI “Land Grab” & Buying Groups"(03:10)" Heidi as the “New Kid” & the Enterprise Brand Barrier"(06:20)" Measuring Brand Without a Six-Figure Budget"(10:20)" Mapping the Ambient AI Landscape & Heidi's Positioning"(16:20)" Global Brand, Local Markets: From Scribe to “AI Care Partner”"(19:30)" Tailoring Messaging for Personas, ICPs & Regions"(25:10)" Brand Consistency, Naming, and Product Architecture"(30:10)" Building the Heidi Brand in the US: Tactics & “Branded Demand”"(35:40)" Adapting SEO for the AI & Prompt Era"(38:00)" Final Advice: Strategic Spend & Big Bets (CHIME Case Study)If you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.Follow me on LinkedIn.Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!Thank you to our presenting sponsors, HIMSS, a leader in advancing health equity, digital innovation, and data-driven care through technology, policy, and community collaboration. And also HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

Die Polizeidirektion Mainz setzt ab heute ein neues Frühwarnsystem ein. Es soll Beamten helfen, Hinweise auf mögliche Terror- und Gewalttaten früher zu erkennen. Ab März soll das Projekt auch auf die Polizei in Mayen in Rheinland-Pfalz ausgeweitet werden. Dirk Rodenkirch aus unserer Redaktion Landespolitik in Mainz, wie müssen wir uns dieses Frühwarnsystem konkret vorstellen?

Scrappy targeting, small segments, and extreme empathy for the audience sit at the center of this conversation on Scrappy ABM. Host Mason Cosby sits down with Tyler Lessard, CMO at Technology Advice, to move from a broad “B2B marketing leaders or demand gen leaders” ICP to focused clusters of accounts where the team can win day after day.ㅤTyler walks through breaking a market into specific industry subsegments like cybersecurity software vendors and HR tech vendors, backing those choices with win rates, average deal size, and field-level sales feedback. The discussion follows how in-person activations at industry conferences, niche newsletters, and original buyer insights research become “reasons to reach out” for sales and SDR teams. Along the way, Mason and Tyler highlight small, specific ABM programs with one rep and a handful of target accounts, measuring success by whether the right people at the right accounts show up, engage, ask questions, and move into real conversations.ㅤ

ABMについて話す1回目。改めて2025年。さらには2026年、ABMに取り組む企業が増加しています。マーケティングは進化して、ようやく20年前の概念の実現に進んでいます。ABM　Account Based Marketingとは。について話していきます。ABMは思想が大事。推進者が重要。型から入らないように。【ご意見ご感想ボックスはこちら】https://docs.google.com/forms/d/e/1FAIpQLSc9lSRqQ_ZJ3CGDWbwO5gIZ7BTH6pGX0ehpLRKXw7IZ4SuIiQ/viewform?usp=sf_linkどうでもいい話は　「　衣替え　」　です。#マーケティング #セールス #コミュニケーション #顧客視点 #コンテンツ #ビジネス #BtoB #BtoBマーケティング（提供：株式会社コロンバスプロジェクト　https://columbusproject.co.jp）

In Episode 300 of The Way We See It, Alex pauses to reflect on the heart behind the podcast and his ministry journey. Instead of celebrating with a big guest or production, he shares openly about his calling, the highs of ministry growth, the personal challenges and scars of the past year, and the simple truth that has carried him through every season: Jesus has always been, and must always remain, the center. This milestone episode is raw, honest, and rooted in the reminder that everything we do—every win, every struggle—only makes sense when Jesus is at the center of it all. #TheWayWeSeeIt #Episode300 #JesusAtTheCenter #AlexBryantMinistries #FaithJourney #KeepJesusFirst   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

This roundtable explores how B2B teams can use modern demand strategies, B2C channels, and incrementality testing to prove true ad impact in 2026. The conversation highlights omni-channel expansion beyond LinkedIn, data-driven measurement, and practical ways to validate lift across pipeline and revenue.Speakers and RolesMatt Sciannella – Host and practitioner running paid media for multiple B2B clients; shares real client use cases, lift results, and practical frameworks for measurement and experimentation.Keith Putnam-Delaney – CEO of Primer; former Dropbox growth leader; expert in B2B expansion into B2C channels, audience targeting, mobile–desktop measurement problems, match rates, and lift testing.Authority: Both speakers bring hands-on experience running B2B paid programs at scale and deep insight into attribution limits, ABM constraints, and cross-channel growth strategies.Topics CoveredRising costs and saturation in traditional B2B channels (LinkedIn, Google).Why B2B brands must expand into B2C channels like Meta, YouTube, Reddit, TikTok.Mobile vs. desktop measurement gaps and cross-device limitations.Signal loss, attribution decay, and the need for server-side events.How to validate true impact using lift tests and incrementality.CPM efficiency comparisons across channels.ABM unbundling and alternatives to large, monolithic ABM platforms.Using holdout groups, geographic lift, and omnichannel testing strategies.Real client examples showing lift in inbound, share of search, and revenue.How audience targeting tools unlock TAM expansion outside LinkedIn.Questions This Video Helps AnswerHow do B2B marketers prove real ad impact without relying on last-touch attribution?How can brands expand beyond LinkedIn and still target ICP buyers effectively?What causes demand generation inefficiency and how do you fix it?How do mobile–desktop and cross-device gaps distort performance data?What is the right way to design lift tests or incrementality experiments?How can small TAM companies still scale using B2C channels?What alternative ABM workflows exist beyond large enterprise platforms?How should B2B teams interpret rising CPMs and shrinking reach?Jobs, Roles, and Responsibilities MentionedB2B growth marketingGrowth teamsSales operations managersRevenue operations rolesVPs of MarketingRegional sales directorsMedical device surgeons (ICP example)Marketing, sales, financeInfosec teamsPLG teamsField marketingOutbound sales teamsKey TakeawaysAttribution alone cannot prove channel value; lift tests reveal true incrementality.B2B audiences exist far beyond LinkedIn, and CPM efficiency is often dramatically higher on Meta, Reddit, and YouTube.Mobile-heavy consumption breaks MTA models; server-side signals and conversion APIs are now essential.ABM can be unbundled using smaller, more flexible tools and alternative data sources.Expanding TAM and using audience targeting unlocks more reach and stronger pipeline outcomes.Share of search is a powerful leading indicator for demand creation impact.Omnichannel experimentation paired with structured test design improves confidence with finance and executive teams.Frameworks and Concepts MentionedIncrementality testingHoldout groupsChannel-based lift testsGeographic lift testsAccount list split testingLeading vs. lagging indicatorsShare of search analysisServer-side conversion APIs (CAPI)Cross-device measurementAudience match ratesABM unbundlingCPM efficiency analysis

In this episode of the Scaling Japan Podcast, we welcome Ignacio Dávalos, Content Strategy Director at AIM B2B (a Custom Media company), and an experienced marketer who has led multi-channel B2B and B2C strategies for global brands like L'Oréal, Gengo, and Lionbridge.Ignacio breaks down how LINE Ads work in Japan, why they are so effective across multiple industries, and how the platform differs from Western advertising tools like Meta. He explains the ad formats that perform best, how targeting works using Yahoo Japan's data, and why the LINE Official Account is essential for converting and nurturing leads.He also shares B2C and B2B case studies, full-funnel strategies, CRM integration recommendations, and the most common mistakes foreign companies make when using LINE Ads.If you're a marketer, founder, or advertiser looking to grow in Japan, this episode gives you a tactical, platform-specific playbook for succeeding with LINE.This episode is sponsored by Custom Media, Tokyo's leading integrated marketing and PR agency since 2008, helping global brands expand across Japan and APAC.They can help you with:Localized storytelling to build trust in Asian marketsStrategic performance marketing (LINE Ads, LinkedIn Ads, GEO, SEO)Account-based marketing (ABM) and paid mediaHubSpot-certified CRM & marketing automationData-driven implementation with cultural expertise

In this episode of Pathmonk Presents, Amanda Johnson, Director of Lead Generation at Easy Metrics, breaks down how supply chain and warehouse teams can use data to improve labor performance and operational outcomes. She explains how Easy Metrics helps organizations gain visibility into workflows, identify inefficiencies, and make smarter decisions that impact profitability. Amanda also shares insights into her demand-generation approach, including ABM, content syndication, and optimizing the buyer journey through a more strategic website experience. Listeners will gain a sharp look into modern B2B marketing operations and the role data plays in driving both efficiency and revenue.  

00:26 - La reforma al Poder Judicial indica que los juzgadores recibirán de indemnización el pago de un importe que equivale a tres meses de salario integrado y de 20 días de salario por cada año de servicio. 01:46 - La Asociación de Bancos de México (ABM) dijo que se reunieron con la CNBV y Banxico hace un par de días para discutir mejoras en las condiciones para los pagos con tarjeta.

In this episode of the Scaling Japan Podcast, we welcome Ignacio Davalos, Content Strategy Director at AIM B2B (a Custom Media company) and an experienced marketer who has led full-funnel B2B and B2C programs for brands like L'Oréal, Gengo, and Lionbridge.Ignacio breaks down how LinkedIn is actually used in Japan, who the real users are, what types of campaigns perform well, and why Western lead-generation playbooks often fail when applied to the Japanese market. He shares practical insights on localization, targeting, tool integrations, and campaign structure, backed by multiple real case studies.If you're a marketer, consultant, or B2B advertiser looking to run LinkedIn campaigns in Japan, this episode gives you a tactical, Japan-specific guide to what works and what doesn't.This episode is sponsored by Custom Media, Tokyo's leading integrated marketing and PR agency since 2008, helping global brands expand across Japan and APAC.They can help you with:Localized storytelling to build trust in Asian marketsStrategic performance marketing (including LinkedIn Ads)Account-based marketing (ABM), paid media, GEO, and SEOHubSpot-certified CRM and marketing automationData-driven implementation with cultural expertiseLearn more about AIM B2B here: https://hi.switchy.io/h7TM 00:29 – Introduction 00:56 – Guest Introduction 03:03 – LinkedIn user numbers & growth 07:09 – User demographics in Japan 11:41 – Competitors to LinkedIn 14:10 – How Western companies use LinkedIn 15:50 – How Japan uses LinkedIn differently 18:34 – Japanese vs Western tool integrations 26:30 – French newspaper case study 28:50 – Strengths of LinkedIn as an ad platform 34:39 – Cybersecurity case study 37:29 – How to build a successful awareness-phase campaign 40:10 – Localization of messaging & targeting 48:23 – Japanese vs English ads 49:50 – Pitfall: MBA campaign with low results 51:16 – Common mistakes in follow-up and nurturingConnect with Ignacio Davalos on LinkedIn – linkedin.com/in/ignaciodavalos Link to GEO Strategy Online Webinar from AIM B2B: https://aim-b2b.com/lp/the-master-generative-engine-optimization-strategy/ Looking to take your business to the next level?Let our host Tyson Batino help you scale your company from $100,000 to $10,000,000 with personalized coaching and advisory.

In this episode of OnBase, host Chris Moody sits down with Corrina Owens to explore the evolution of account-based marketing, the misconceptions that still persist, and why most companies miss their biggest growth opportunity: their existing customers.Corrina details her non-traditional path into marketing, the value of being a generalist, and how ABM shifted from a set of disconnected tactics to a true go-to-market operating model. She breaks down the critical role of ICP development, the importance of analyzing first-party data, and why sales alignment is still the strongest predictor of ABM success.The conversation also dives into customer expansion strategies, the rise of AI as a democratizer of data, and the ABM plays every B2B organization should be running. Corrina shares practical examples, thoughtful commentary on relationship-building skills in the age of automation, and the mindset sellers and marketers need to stand out in modern B2B.Key TakeawaysABM is a go-to-market strategy, not a set of tacticsMost teams still define ABM as direct mail or targeted ads, but sustainable ABM success requires cross-functional alignment, sales process maturity, and clarity on the ICP.Your first-party data holds the real ICP insightsInstead of wish-list accounts or executive bias, the strongest ICP definitions come from analyzing a full fiscal year of closed-won and closed-lost data to uncover patterns.Customer expansion is the biggest missed opportunityOn average, companies land only about 30% of a customer's total ARR potential on initial purchase. Yet most marketing and ABM efforts stop immediately post-sale. Customer ABM should be a core motion.AI is democratizing data accessWhat once required multiple tools and data science resources can now be achieved with ChatGPT and well-structured prompts. AI helps teams iterate faster, brainstorm creatively, and pressure-test messaging.Human connection is the new differentiatorSellers struggle with relationship-building across channels, especially in a digital-first world. The ability to communicate authentically, not from templates, is becoming a critical skill.Give-first ABM plays drive the deepest brand impactPodcast invitations, industry award nominations, and sponsoring internal team events create memorable, non-transactional experiences that earn trust.Quotes“The best ABM plays are pure give tactics. You're not asking for anything back.”Tech recommendationsLovableChatGPTGeminiResource recommendationsThe Power of Onlyness by Nilofer Merchant – a powerful exploration of embracing your unique perspective and bringing your fullest self to your work.12 ABM plays by Corrina OwensShout-outsChristina Le, Head of Marketing at Plot.About the GuestCorrina Owens is the go-to GTM mind behind some of the most effective ABM plays in B2B SaaS. She's led award-winning programs at Gong and now works fractionally, advising and implementing pipeline-driving strategies at companies like Orum, TripleLift, Navattic, and UserGems.⁠Connect with Corrina⁠.

In this episode of OnBase, Paul Gibson talks with Tejal Patel about why ABM often falls short in large enterprises and how companies can fix it. Tejal shares how her B2C background shaped her customer-centric approach and explains the key issues she sees inside big tech—misalignment, data quality gaps, siloed teams, and overreliance on ABM as a standalone strategy.She contrasts this with the agility of smaller organizations and outlines practical ways to improve targeting, use intent data, strengthen sales–marketing alignment, and unify brand and demand. This conversation offers clear, actionable advice for anyone trying to make ABM work at scale.Key TakeawaysABM is a tactic, not a standalone strategyTejal argues that ABM only works when paired with brand, awareness, nurture, and customer-centric messaging. Without broader demand creation, ABM becomes narrow and ineffective.Sales and marketing alignment remains the biggest barrierLarge enterprises struggle with global vs. regional disconnects, mismatched KPIs, and long internal approval cycles, slowing execution and creating misfire between strategy and action. Smaller companies excel because they have fewer layers, faster decision-making, and shared prioritization.Data quality is the silent killer of ABMMessy CRM data, fragmented systems, mismatched account naming, and inconsistent scoring models undermine targeting, personalization, and sales handoff. Clean data and agreed lead quality criteria must come first.Intent data only works when paired with first-party signalsGreat ABM prioritizes first-party data, then layers on external intent. Messaging should be mapped to where accounts are in their journey, not just industry segmentation. Audience clusters can be built based on behaviors, not just firmographics.Brand and demand must run in parallelBrand builds trust with the 90% who aren't yet buying; demand captures the 10% who are. Both motions must reinforce each other with consistent messaging across all touchpoints, internal and external.Simplification accelerates performanceTejal shares examples where hundreds of micro-campaigns were consolidated into fewer, audience-grouped programs, leading to clearer measurement, stronger engagement, and faster pipeline.AI will finally unlock true personalization at scale, but only with clean inputsAI can accelerate content, sales enablement, and buying-group messaging, but only when built on a foundation of strategy, quality data, and customer-centric principles. Otherwise, AI simply amplifies the noise.Quotes“Smaller companies succeed because they're aligned, agile, and closer to the spirit of ABM.”Tech recommendationsMiroChatGPTCanvaResource recommendationsThe Rundown AI newsletterLisa Adams (LinkedIn) – insights on AI and modern marketing org designHarvard Business ReviewShout-outsJuskiran Sond, Senior Global Digital ABM Marketing Manager at Riverbed TechnologySuyasha Kale, Senior Paid Social Advertising Manager - Global at TeamViewerBrett Rieser, EMEA & LATAM Growth Marketing, Senior Manager at Palo Alto NetworksAbout the GuestTejal Patel has 25+ years experience in marketing transformation, strategic planning, organisational design & change management. She has held senior leadership roles at Cisco, Microsoft & Nokia. She specializes in creating practical yet ambitious strategies that deliver tangible success. She is skilled at building and retaining high-performing teams. Known as a turnaround expert, Tejal combines strategic vision with hands-on execution and inspires a culture of collaboration and empowerment.⁠Connect with Tejal⁠.

Sara's story is powerful. She grew up in a home marked by abuse, neglect, and trauma—eventually finding herself in foster care and on her own. But even before she knew God's name, He was already speaking to her through teachers, mentors, and people who showed His love. Now she's an author and overcomer, sharing how God turned her pain into purpose.

This episode features an interview with Dario Ambrosini, CMO at Propel Software, a product value management platform that connects commercial and product teams to help product companies grow revenue and increase business value.Dario talks about merging three categories into one, selling to very different buying committees and leveraging changes in your competitors to get new business. Key Takeaways:When buyers still search old categories, your job as CMO is to clarify the bigger story and guide them from familiar entry points into a new, more valuable category.In a world where LLMs now shape discovery, your content and ABM strategy must shift from chasing clicks to shaping the algorithms your future buyers trust.Competitor shifts—like an end-of-life announcement—can become high-intent pipeline moments when paired with precise ABM and deep understanding of the displaced product's shortcomings.Quote: “We're doing a category creation because we're rolling up three different categories and saying it's an entirely new thing… Most of the people searching are still looking at those individual categories that make up a portion of the new thing that we're creating.”Episode Timestamps: *(02:37) The Trust Tree: Merging categories to create something new *(12:18) The Playbook: Selling to many different buying committees *(45:08) Quick Hits: Dario's Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.Links: Connect with Ian on LinkedIn Connect with Dario on LinkedIn Learn more about Propel Software Learn more about Caspian Studios Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Is Answer Engine Optimization (AEO) really just SEO with a fresh coat of paint, or are we looking at something fundamentally different? This question has been nagging at me for weeks, and in this AI Quick Take I try to answer it.This started with a lunch conversation at the Marketing AI Conference in Cleveland, where an SEO expert told me AEO was merely a 10% incremental change from traditional SEO. Then I saw a post from Drew Neisser featuring a CMO who called AEO and GEO "a load of crap," suggesting that following SEO best practices would be sufficient. But after analyzing our own data at Health Launchpad and hearing similar stories from clients, I'm not convinced they're right.Our website traffic grew 10% month-over-month for four years straight, with 65-80% driven by SEO. Now SEO accounts for less than 40% of our traffic, but the decline has been offset by increases in referral and direct traffic from answer engines like ChatGPT, Claude, and Perplexity. We're moving into what many call a zero-click world where users get answers, not links. The new gatekeepers aren't search engines anymore - they're answer engines that read, interpret, and decide what's worth repeating. In this episode, I will unpack why I think AEO truly is a big deal and requires thinking differently about how we approach digital marketing.Key Topics Covered:"(00:00:00)" Introduction"(00:01:30)" The Question: Is AEO Just SEO Rebranded?"(00:05:00)" Is This SEO 2.0 or Something Different?"(00:05:30)" The Reality of Traditional SEO"(00:06:30)" Health Launchpad's Traffic Data"(00:08:00)" The Zero-Click World"(00:09:00)" Answers Not Links"(00:10:00)" The Skeptics' Point of View"(00:11:00)" Overlapping Tactics vs Overlapping Strategy"(00:12:00)" SEO vs AEO: Ranked vs Retrieved"(00:14:00)" Pre-Qualified Buyers from AI Engines"(00:15:00)" Zyppy's Research: 86% Citations from Owned Content"(00:17:30)" The Measurement Challenge"(00:19:00)" New Metrics: Retrieval Frequency and Answer Share"(00:22:00)" Four Key Takeaways"(00:24:30)" Future-Proofing Your Brand"(00:25:30)" Closing AdviceIf you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.Follow me on LinkedIn.Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!Thank you to our presenting sponsors, HIMSS, a leader in advancing health equity, digital innovation, and data-driven care through technology, policy, and community collaboration. And also HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

Nancy Carlyle Harlan is an award-winning ABM and B2B marketing consultant with a track record of driving transformative growth in high-tech SaaS. With expertise spanning ABM, Executive Marketing, and Customer Lifecycle Marketing, she has designed and scaled programs that consistently deliver measurable impact. A strategic and innovative leader, Nancy has led global ABM strategy at leading technology firms Qlik and UiPath. Watch this episode and learn:How to protect and grow your top 20% accountsWhy ABM is a revenue multiplier for resilience, retention, and expansionWhat the “Swarm ABM” model looks like for uniting Sales, Marketing, and CSHow to measure ABM success beyond pipeline with metrics that CROs value

Head of Global ABM & Campaigns at Datadog, Kevin Driscoll leads a global team driving pipeline through integrated, data-led programs. With experience at IBM and Anaplan, he blends demand generation, growth marketing, and competitive strategy to unite sales and marketing around impact. His focus on scalable personalization, creative testing, and bridging PLG and SLG motions has made him a leading voice in account-based growth.Watch this episode and learn:How Datadog evolved from PLG to a focused, account-based growth model.Why a “two-hat” ABM structure strengthens GTM alignment.What B2C-style creativity can teach B2B marketers about engagement.How AI enhances research and personalization while keeping ABM human-led.

In this episode of OnBase, host Chris Moody sits down with Chelsea Wells to discuss how AI is reshaping the future of demand generation, campaign creation, and attribution. Chelsea shares practical insights from her role at MasterControl, how clean, accessible data powers scalable, high-quality campaigns and how marketers can balance automation with creativity to stand out in a crowded digital landscape.From solving data challenges to embracing multi-touch attribution, Chelsea explains how she's redefining what effective ABM looks like today. She also shares a behind-the-scenes look at a successful one-to-few ABM campaign that leveraged both digital and physical tactics, achieving rapid funnel movement and opportunity creation.Whether you're navigating the complexities of AI adoption or rethinking your attribution models, this episode offers an actionable roadmap for marketers aiming to stay ahead of the curve.Key TakeawaysData quality drives AI success. AI is only as strong as the data it learns from. Clean, accessible, and compliant data is essential to generate accurate insights and scalable, high-quality campaigns.Keep humans in the loop. AI can ideate and optimize, but human oversight ensures creativity, empathy, and brand authenticity.Choose attribution models that reflect intent. No model is perfect. Evaluate channels based on their role in the funnel, top, mid, or bottom, and consider equal or multi-touch models to see the full journey.Mix digital with physical experiences. Reintroduce tactile, real-world touches, like thoughtful swag or events, to complement digital plays and deepen relationships.Test, learn, and personalize. Successful campaigns rely on experimentation, feedback, and personalization at every stage, from message testing to channel sequencing.Quotes“Every channel has a purpose. Measure them by their role in the funnel, not by a single model.”Tech recommendationsDemandbase – For ABM orchestration and intent data.Domo – For real-time visibility across data and attribution models.Resource recommendationsOnBase podcastABM AnsweredShout-outsKelly Starmon, CMO at MasterControlCassidy Milder, VP of Demand Marketing at MasterControlAbout the GuestWith 8 years of demand generation experience in the tech SaaS space, Chelsea Wells is a seasoned B2B marketer with a proven track record of driving pipeline growth in complex industries including cybersecurity and life sciences manufacturing. She currently serves as a Senior ABM Program Manager and Demand Generation Team Lead at MasterControl, where she leads the strategy and execution of high-impact, omni-channel campaigns. Chelsea specializes in campaign orchestration, account-based marketing, and full-funnel demand strategies, leveraging data and insights to optimize performance across every stage of the buyer journey. Her approach is grounded in experimentation and agility, continuously testing and iterating to keep ahead of the rapidly evolving marketing landscape. She is passionate about aligning sales and marketing, delivering customized experiences at scale, and using data to uncover what truly moves prospects from awareness to closed-won. Chelsea holds a BBA from the University of Texas at Austin, a certificate in Global Management, and an MBA from Southern Methodist University (SMU). She brings a global, cross-functional lens to marketing strategy and thrives in fast-paced environments that demand strategic thinking and executional excellence.Connect with Chelsea.

In this episode of the Scaling Japan Podcast, we welcome Sam Bird, a marketing and communications executive with over two decades of experience in digital strategy, business development, and B2B marketing. He has served as COO of Custom Media and AIM B2B, and has trained executives and multinational teams across Japan.Sam breaks down how AI is transforming search behavior, and why traditional SEO tactics no longer guarantee visibility in AI-generated results from tools like ChatGPT, Bing Copilot, and Perplexity.He explains the growing importance of GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization), what companies are getting wrong when adapting, and how businesses in Japan can take advantage of the current AI adoption gap.If you're a marketer, consultant, or content strategist looking to stay ahead of the AI curve, especially in Japan, this episode is your inside guide to the future of search.AIM B2B – Integrated Marketing & PR in Asia This episode is sponsored by Custom Media, Tokyo's leading integrated marketing and PR agency since 2008, helping global brands expand across Japan and APAC. They can help you with:Localized storytelling to build trust in Asian marketsStrategic performance marketing for measurable growthAccount‑based marketing (ABM), paid media, GEO, and SEOHubSpot‑certified CRM & marketing automationData‑driven implementation with cultural expertise⁠

In this What's Your Story episode, Alex talks with his longtime friend Derrick "DMac" McBride, former K-State and Evangel University athlete, educator, coach, and author. Derrick shares his journey of faith, family, and perseverance as a single father raising his son while modeling what it means to be a godly man in today's world. From the football field to fatherhood, he reflects on lessons learned, the power of community, and the importance of discipline, love, and legacy. His story is a heartfelt reminder that being a dad is more than a role—it's a calling to lead with strength, humility, and grace. You can learn more about Derrick's work and purchase his book at theonesearchforall.com. #WhatsYourStory #TheWayWeSeeIt #FaithAndFatherhood #Legacy #GodlyManhood #ABMMinistries #FaithInAction #FamilyFirst #KingdomImpact 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  

Healthcare is facing a “perfect storm”. And it's a perfectly bad one!In this episode, I sit down with Mark Erwich, Health Launchpad Chief Strategy Officer. Mark is a healthcare technology marketing veteran with over 20 years in the industry. Mark and I discuss "the perfect storm" facing healthcare providers, and why traditional growth-focused messaging is no longer resonating with buyers.Mark unpacks the mounting pressures on hospitals and IDNs, from shrinking margins and labor shortages to an onslaught of regulatory changes, including OPBBA, Medicaid work requirements, and ACA cuts. The healthcare system is managing multiple compounding crises simultaneously, making traditional vendor pitches about "disruptive innovation" and feature-focused solutions feel tone-deaf.We explore how vendors need to shift from a growth mindset to a resilience framework. This means moving away from generic ROI calculators toward detailed value calculators that CFOs can actually trust, and replacing growth messaging with language focused on stability, sustainability, and operational excellence. As procurement departments look to consolidate their vendor relationships, the companies that will survive and thrive are those that can prove they understand their customers' challenges and deliver measurable margin improvements, not just promised cost savings.Key Topics Covered"(00:01:00)" Mark's Background in Healthcare Technology Marketing"(00:02:30)" The Perfect Storm: Current Challenges Facing Healthcare Providers"(00:03:00)" Financial Pressures and Margin Challenges"(00:03:30)" Clinician Shortages and Workforce Issues"(00:04:00)" Regulatory Dynamics and Federal Policy Changes"(00:05:00)" The Importance of Resilience Over Growth Mindset"(00:06:00)" How CFOs Are Planning for Uncertainty"(00:07:00)" Preparedness for Constant Change"(00:08:00)" How CFO Decision-Making Cascades Throughout Organizations"(00:08:30)" What Messaging No Longer Works"(00:09:00)" Margin Improvement vs. Cost Savings"(00:10:00)" ROI Calculators vs. Value Calculators"(00:11:00)" Building Trustworthy Financial Cases"(00:12:00)" Demonstrating Granular Impact on Hospital Operations"(00:13:00)" Shifting from Growth to Resilience Messaging"(00:14:00)" Messaging That Resonates: Stability, Sustainability, Operational ExcellenceIf you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.Follow me on LinkedIn.Subscribe to The Healthtech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!Thank you to our presenting sponsors, HIMSS, a leader in advancing health equity, digital innovation, and data-driven care through technology, policy, and community collaboration. And also HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

Get featured on the show by leaving us a Voice Mail: https://bit.ly/MIPVM  AI is transforming how businesses use data—but most are still stuck with outdated models. In this episode, Brian Perks shares how to unlock high-impact insights by shifting from fragmented data to identity-driven ecosystems. Learn how to optimise your ideal customer profile, reduce waste, and build scalable, AI-powered sales strategies. 

A seasoned Marketing Executive with 20 years in B2B software and SaaS, Amanda has led global go-to-market, demand generation, and ABM strategies for some of the world's leading technology companies. Now Vice President, Head of Marketing at FourKites, she brings a unique blend of strategic advisory, people leadership, and account-based expertise to align Sales and Marketing. With a passion for people and results, Amanda is dedicated to driving sustainable growth and measurable business impact.Watch this episode and learn:How to adopt an Account-based mindset beyond traditional campaignsWays to strengthen alignment between Sales and Marketing teamsStrategies to identify and prioritize high-value target accountsPractical tips for driving measurable ABM results

In this episode, Alex talks with Heather Gross, superintendent, educator, wife, and mom of four, about life, faith, and the challenges of leading in today's culture. Heather opens up about raising kids—including two sons at the Air Force Academy—navigating the highs and lows of education, and living out her Christian faith authentically in the public eye. From balancing family, church, and sports to standing firm in biblical truth while showing love, Heather's story is a powerful reminder that leadership starts at home and flows into every sphere of influence. #WhatsYourStory #TheWayWeSeeIt #FaithAndLeadership #FamilyFirst #KingdomImpact #ABMMinistries 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  

In this episode of the OnBase Podcast, host Chris Moody sits down with Craig Abramson of Workday to discuss how data quality, timing, and automation shape the future of account-based marketing (ABM) and experience (ABX).Craig's story, starting as a content writer, evolving through startup marketing, and now running enterprise-level ABX programs at Workday, offers a rare view into how strategy scales with data maturity. From early experiments targeting QuickBooks users to Workday's global predictive engagement models, Craig breaks down how precision targeting drives faster deals, cleaner funnels, and measurable growth.Key TakeawaysData quality is the foundation “Garbage in, garbage out” isn't a cliché, it's a law. Whether at a startup or Workday, the success of ABM hinges on accurate, verified, and purposeful data. A bad contact record can derail an entire funnel.Timing is the game-changer Intent data and predictive scoring help pinpoint the exact moment an account is ready to engage. Craig's own campaign once closed a $250M+ enterprise deal in just three months, half the usual cycle, simply because the timing was right.Start small, learn fast Even at large companies, Craig applies a startup mindset: test, pivot, refine. His early ABM wins came from focusing on a narrow list of accounts with shared pain points rather than broad campaigns.ABX + demand gen = harmony, not competition At Workday, the ABX team focuses on the top 15% of high-scoring accounts, while demand gen drives scale. Together they operate like retail tiers, demand gen as the “big box store,” ABX as the “personal shopper,” and 1:1 ABM as the “bespoke tailor.”Messaging makes or breaks sales Even the best solution fails with the wrong message. Alignment between marketing and sales must start with consistent, audience-specific messaging that speaks to pain points, not features.AI is the amplifier, not the author Craig uses AI tools like Gemini to analyze data sets in hours instead of days but stresses the importance of human instinct: “AI can't feel what will resonate, but it can help you see what you'd otherwise miss.”Quotes“The right message at the wrong time is just as bad as the wrong message altogether.”Tech RecommendationsDemandbase Salesforce Google GeminiMarketoHubSpotResource RecommendationsBlog:Niel Patel: Author: Neil Patel | Co Founder of NP Digital & Owner of UbersuggestPodcast:Martech Podcast: Marketing technology trends and tools.Shout-OutsMatthew Miller - Sr Principal, Global ABX. Workday.About the GuestCraig Abramson is a strategic and results-driven marketing leader with extensive experience driving growth for B2B software companies. He has proven expertise in developing and executing full-funnel marketing strategies that dramatically increase brand awareness, accelerate lead generation and drive pipeline, consistently exceeding KPIs. A master of implementing bootstrap marketing techniques to achieve outstanding results regardless of budget, he is skilled in Go-to-Market planning, AI optimization, SEO/SEM, Marketo automation, content strategy, and analyst relations, with a history of leading companies from startup to successful acquisition. Craig most recently was brought on to lead marketing at Zimit, a services configure price quote SaaS solution. Zimit was acquired by Workday in 2022. Craig continues to work at Workday on the Account Based Experience team, running global programs to drive pipeline from the top 15% of accounts that are most likely in the market for Workday's solutions.Connect with Craig.

One of the biggest challenges is that buyers control the buying process, and they don't want to talk to vendors until they are good and ready. They do their research, talk to peers and analysts, do more research, and eventually, after several months, they will speak to a handful of vendors. And by then their mind is mainly made up.Here's the really bad news.AI is going to give them even greater control, and the introduction of AI browsers is potentially a big step towards that.OpenAI recently launched ChatGPT Atlas, joining Perplexity's Comet and Google's increasing AI integration into search. These browsers represent a total reimagining of how we interact with the internet, and they could be as significant for B2B healthcare marketing as Google's original launch.In this AI Quick Take episode, I explore how AI browsers could fundamentally transform the way healthcare buyers research and purchase technology solutions. And at the end of the episode, I walk you through a practical 90-day plan to take action. Key Topics Covered"(00:00:00)" - Introduction and Episode Overview"(00:01:00)" - The Launch of AI Browsers (ChatGPT Atlas, Perplexity Comet)"(00:03:00)" - What Makes AI Browsers Different from Traditional Browsers"(00:04:00)" - Agent Mode and Autonomous Research Capabilities"(00:06:00)" - How AI Browsers Change the Healthcare Buying Process"(00:08:00)" - The Compressed Buyer Journey"(00:09:00)" - Content Strategy Implications"(00:10:00)" - Trust and Credibility Factors"(00:11:00)" - The Transformation of SEO"(00:13:00)" - Rethinking the Buyer Journey"(00:14:00)" - Practical 90-Day Action Plan"(00:16:00)" - Long-Term Strategy Considerations"(00:18:00)" - Closing Thoughts and Call to ActionIf you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.Follow me on LinkedIn.Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!Thank you to our presenting sponsors, HIMSS, a leader in advancing health equity, digital innovation, and data-driven care through technology, policy, and community collaboration. And also HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

In this OnBase episode, host Chris Moody reconnects with marketing visionary Jon Miller for a deep dive into the evolution of B2B marketing and the transformative role of artificial intelligence in shaping the future of go-to-market strategy.Jon shares his remarkable journey, from studying physics to co-founding Marketo and Engagio, joining Demandbase, and now launching his next venture at the cutting edge of AI. He reflects on the lessons learned from past technology revolutions, drawing parallels between the early internet era and today's AI boom.Listeners gain an inside look at how AI is fundamentally changing both software innovation and buyer behavior, why marketers must shift from quantity to quality-driven personalization, and what it takes to build organizations that thrive in an AI-first world.This episode is packed with insights for anyone navigating marketing's AI transformation, from creative storytellers to data-driven tacticians.Key TakeawaysThe Biggest Shift Since the Internet AI isn't just another tech trend, it's as transformative as the rise of the internet. We're entering a new era where software can do things we never imagined, enabling businesses that couldn't exist before.The “Jagged Frontier” of AI AI excels at some tasks and fails at others. The key is daily experimentation, understanding where AI amplifies your strengths and where human oversight is indispensable.From Quantity to Quality The goal isn't to send more emails, it's to deliver more relevant experiences. AI's true power lies in helping marketers achieve genuine one-to-one personalization through smarter orchestration, not mass automation.The Human – AI Partnership Future success lies in collaboration: humans provide creativity and empathy; AI handles data, optimization, and orchestration. Together, they create outcomes neither could achieve alone.Culture Determines AI Success Technology adoption starts with leadership. Organizations must build AI fluency into their culture, encouraging training, experimentation, and open sharing of prompts and insights.Emotion Drives Storytelling Even in B2B, emotion matters. Great storytelling taps into curiosity, excitement, and drama, whether through stealth launches, community intrigue, or relatable human experiences.Marketing Measurement Is Broken B2B marketers are still judged on MQLs and short-term results, despite the nonlinear reality of buying behavior. We need new ways to measure marketing that reflect its true long-term impact.Quotes“Don't use AI like a faster typewriter. Use it as a new form of intelligence that helps you think better.”Tech recommendationsDescript – For seamless AI-powered video and podcast editing.Crosby.ai – An AI-enabled law firm combining automation with human legal review.Resource recommendationsBooksThe Advantage by Patrick Lencioni – A guide to building healthy, high-performing organizations.Setting the Table by Danny Meyer – Lessons on culture and leadership from the hospitality world.Turn the Ship Around by L. David Marquet – Empowerment and leadership through intentional communication.NewsletterAlmost Timely Newsletter by Chris Penn.Kieran Flanahan Newsletter on Medium.Shout-outsChris Penn – AI strategist and co-founder of Trust Insights.Kieran Flanagan – SVP, Marketing, AI & GTM (SVP) and B2B growth expert and AI prompt innovator.Kathleen Schwab – Author of Marketing in the Great Big Messy World.About the GuestJon Miller is a marketing technology pioneer and serial founder. He co-founded Marketo, Engagio, and later served as CMO of Demandbase, helping redefine how B2B companies go to market. Now building his next AI-focused startup, Jon also advises tech companies on strategy and growth. A frequent keynote speaker and author of The Definitive Guides to ABM and Marketing Automation, he's been recognized as one of the world's top B2B marketers.Connect with Jon.

In this milestone 100th episode of The HealthTech Marketing Show, I reflect on the journey to reach this point and share something we've never done before—opening up about what we've been building at Health Launchpad with AI. The first episode launched almost four years ago with my friend Ben Person, and while there have been challenging moments where I considered stopping, the encouragement from listeners has made it all worthwhile. I'm grateful to HIMSS for their early support and to Healthcare Now for recently joining their syndication network, which has significantly boosted our reach.Today's episode is special because I'm pulling back the curtain on Health Launchpad's AI transformation. Drawing from our Healthech Marketing Network survey, we discovered that while 98% of healthtech marketing teams use AI, only 7% have a strategic roadmap for it. About six months ago, we realized we were in the same boat, using AI tactically without a clear strategy. Since then, we've developed a comprehensive approach, which I dive into in this episode.I also share what I learned at MAICON. This annual AI conference for marketers was mind-blowing. It was both the most exciting event I have been to and the most terrifying.We are on a mission to use AI to help our clients grow their business. I'm incredibly proud of how our team has embraced this transformation, and I want to extend an offer to anyone wrestling with their AI strategy. Book a call with me to discuss your journey. No sales pitch, just a conversation to share ideas and perhaps provide some guidance as you navigate this exciting but challenging landscape.Key Topics Covered"(00:00:00)" Introduction to Episode 100"(00:01:00)" The Healthech Marketing Show Origin Story"(00:04:00)" Health Launchpad's AI Announcement"(00:05:00)" Healthtech Marketing Network AI Survey Results"(00:07:00)" AI as Career Opportunity and Threat"(00:09:00)" The Disruption Wave and Changing Buyer Behavior"(00:10:00)" Our Three-Part AI Strategy Framework"(00:12:00)" Andrew Robertson on AI and Creativity"(00:13:00)" Making Work Easier with AI"(00:14:00)" Making Output Better - Beyond Average Information"(00:16:00)" Introducing the HLP BrAIn"(00:18:00)" Benchmarking AI-Enhanced Expertise"(00:20:00)" Custom GPTs and AI Agents"(00:22:00)" New AI Service Offerings"(00:23:00)" Team Transformation and Looking AheadReferences:Total Customer Growth BookAdweek's article on why AI will unleash creative talentPodcast on AI-First Marketing at ScaleAI Generated Commercial by PJ AceIf you are interested in discussing this or any other topic, let's have a chat.  Reach out to me directly to schedule a no-obligation discussion. This isn't a sales call, but rather an opportunity to talk through your questions and challenges.Follow me on LinkedIn.Subscribe to The HealthTech Marketing Show on Spotify or watch us on YouTube for more insights into marketing, AI, ABM, buyer journeys, and beyond!Thank you to our presenting sponsors, HIMSS, a leader in advancing health equity, digital innovation, and data-driven care through technology, policy, and community collaboration. And also HealthcareNOW, 24/7 expert shows, interviews, and podcasts, powering healthcare leaders with innovation, policy, and strategy insights.

In this powerful What's Your Story episode of The Way We See It, Alex sits down with retired fireman and paramedic Steve Sweaney to hear his journey from battling trauma, anger, and loss to finding redemption and peace in Christ. Steve reflects on his 30 years in public service, the pain of losing his daughter and nephew, and the surprising ways God worked through his brokenness to bring healing, forgiveness, and hope. His story is a moving reminder to never give up and to believe that God can use every piece of our lives for His glory. "Whatever it is that you want to do, don't give up. Just look at my side of the pieces and believe in yourself." #TheWayWeSeeIt #WhatsYourStory #FaithInAction #FromFireToFaith #FirstResponderFaith #ChristianPodcast #GodsRedemption #HopeInChrist #ResilientFaith 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

In this episode of Full-Funnel Live, Vlad and Andrei are joined by special guest Elric Legloire to pull back the curtain on the sales team's critical role in Account-Based Marketing. We're moving beyond theory to tackle the real-world execution of ABM—the successes, the pitfalls, and the messy details that make or break a program.Tune in to learn: - The role and responsibilities of sales team in ABM - Account prioritization - what companies to select for 1:1 ABM  - Account planning - how to holistically engage the buying committee- How to leverage business dinners to engage target accountsRESOURCES:On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/Join our community for B2B marketers - The Trenches: https://trenches.community/ Upcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogVladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/Elric  on Linkedin: https://www.linkedin.com/in/elriclegloire/

In this episode, Eric Siu dives into the 2026 LinkedIn marketing strategies that actually drive revenue. Discover why consistency beats volume, how horizontal videos outperform vertical, and how to repurpose content fast with Opus. Eric also explains how carousels, newsletters, and proprietary data posts dominate engagement—and breaks down tools like Shield for analytics, carrot for personalized ABM ads, and Stanley for brand voice protection to help you turn content into clients and scale your influence on LinkedIn. TIMESTAMPS (00:00) Why LinkedIn still wins (00:28) Consistency over volume (01:05) Horizontal video advantage (02:22) Scaling with Opus (03:36) Carousels that convert How to Connect IG: / ericosiu X: / ericosiu

Send us a textIn this episode we interview Katrine Rasmussen, a B2B marketer at fashion-tech company Pixelz. She shares a practical playbook for reaching enterprise buyers on LinkedIn with precision and credibility.What you'll learn in this episode:How to build ABM audiences on LinkedIn by combining target companies with exact job titles and locations—then keep them tight around the 300-person minimum for control and relevance.Why “thought leadership ads” outperform company-page ads on CPC and CPM, and how their native look boosts trust with enterprise stakeholders.A repeatable six-month cadence with sales: pick 10–20 priority accounts per rep, map stakeholders and pain points, and align content to each stage of the deal.How to seed a ready-to-post content library for reps (evergreen and timely), use light ghostwriting, and nudge consistent posting without burning the team.Ways to run ultra-narrow campaigns for a single strategic account when you know the pain point (e.g., ESG, pricing, or workflow).Smart calls to action: keep most posts educational and link-free for reach; reserve links for webinars and events—not “book a demo.”Practical measurement: track impressions and clicks with attribution tools so brand exposure still shows up in pipeline, not just last-click.

In this inspiring What's Your Story episode of The Way We See It, Alex reconnects with longtime friend and teammate Rodney “Rocket” Burns, whose journey stretches from chasing Big Ten football dreams to finding purpose through faith, family, and calling. Rodney shares about growing up in poverty, his time playing football and singing with the group Uptown at Evangel University, and how God redirected his life toward both a successful career in engineering and more than 25 years of ministry as a volunteer youth pastor. He opens up about walking through his son's Type 1 diabetes diagnosis, how it shifted his career toward purpose-driven healthcare work, and the life lessons that continue to shape him today. With humility and wisdom, Rodney encourages the next generation to stay disciplined, cut out the noise, and commit fully to the plan God has for their lives. #TheWayWeSeeIt #WhatsYourStory #FaithInAction #BigTenDreams #UptownSingingGroup #EngineerForChrist #YouthPastorLife #FaithfulFatherhood #PurposeDrivenLife #ChristianPodcast 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

How can B2B marketers succeed when every deal involves 11 or more stakeholders?This special Hard Corps Marketing Show takeover episode features an episode from the Connect To Market podcast, hosted by Casey Cheshire. In this conversation, Casey sits down with Adam Needles, CEO and Co-Founder of ANNUITAS, Inc., to unpack the game-changing concept of Buyer Unit Demand (BUD). Adam challenges the outdated reliance on MQLs and ABM and introduces a new framework for engaging the full buying unit, with multiple stakeholders who have diverse roles and needs throughout the journey.He shares how marketers can design conversation tracks that align with real-world buying dynamics and explains why buyer-led orchestration, not sales-led tactics, is the key to driving meaningful engagement and revenue. Adam also discusses the organizational shifts and mindset changes required to fully adopt this buyer-first approach.In this episode, we cover:Why MQLs and ABM fall short in complex B2B buying environmentsHow to map conversation tracks around stakeholder needs and behaviorThe importance of aligning marketing, sales, and automation tools to the buyer journeyWhy focus beats scale when prioritizing content and engagement strategies

This episode zooms in on fatherhood and godly masculinity, drawing from Man Up, A Guide to Godly Masculinity. Using a Bill Maher monologue on “trad dads” as a cultural springboard, Pastor Alex makes the case for fathers who lead with love, clarity, and authority, parents first, friends second. He unpacks practical dad principles, why “because I said so” can be appropriate at times, how to cultivate teachability and resilience, and why kids must learn it is not all about them. A Steph Curry family story illustrates consequences and commitment at home before commitments on the court. A driveway coaching moment shows how sports develop mental toughness, paying dues, and earning leadership. The charge to dads is simple: show up, speak up, invest daily in your kids' “love tank,” meet them where they are, then bring them where you are in life and faith. Moms are encouraged to release grown kids with wisdom. The goal is to raise leaders, not whiners. Call to Action: Like, subscribe, and share. Partner with ABM to place resources in jails and the inner city for $19 a month at alexbryant.org. #Fatherhood #GodlyMasculinity #TradDad #RaisingLeaders #ManUp #BiblicalFatherhood #FaithAndFamily #ChristianParenting #StrongDads #FamilyLeadership #TheWayWeSeeIt #AlexBryant #PodcastEpisode #RealTalkPodcast #Word

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