Podcasts about ABM

MDM, DDM, VPP, ABM, even MSCP - all the acronyms that help us to manage devices the way that we need to, providing the amazing end-user experiences that the macadmin community is so conscious of. But what do we do when the tools provided by Apple or our device management service don't provide the capabilities we need? That's right, we build it ourselves! Michael Page is going to talk us through Dock Composer, one of these very tools that he has built to solve his own problem and help others solve the same problems in their environments Hosts: Tom Bridge - @tbridge@theinternet.social Marcus Ransom - @marcusransom Selina Ali - LinkedIn Guests: Michael Page - LinkedIn Links: Dock Master https://github.com/Error-freeIT/Dock-Master https://techion.com.au/blog/2015/4/28/dock-master Dock Composer on the Mac App Store https://apps.apple.com/app/dock-composer/id6751523907 Dockutil - https://github.com/kcrawford/dockutil Docklib - https://github.com/homebysix/docklib Git Kraken: https://www.gitkraken.com/ Sponsors: Iru Fleet Device Management Meter Watchman Monitoring If you're interested in sponsoring the Mac Admins Podcast, please email podcast@macadmins.org for more information. Get the latest about the Mac Admins Podcast, follow us on Twitter! We're @MacAdmPodcast! The Mac Admins Podcast has launched a Patreon Campaign! Our named patrons this month include Weldon Dodd, Damien Barrett, Justin Holt, Chad Swarthout, William Smith, Stephen Weinstein, Seb Nash, Dan McLaughlin, Joe Sfarra, Nate Cinal, Jon Brown, Dan Barker, Tim Perfitt, Ashley MacKinlay, Tobias Linder Philippe Daoust, AJ Potrebka, Adam Burg, & Hamlin Krewson  

Most B2B podcasts fail because they skip strategy and jump straight to recording. In this solo episode of Pipe Dream, host Jason Bradwell breaks down B2B Better's Podcast to Pipeline Framework, a six-step system designed to turn a podcast from a “nice content idea” into a revenue-generating GTM asset. Jason's core point is that marketing strategy matters more than microphones. The goal isn't to ship episodes, it's to create commercial momentum. That's why B2B Better positions itself as a podcast marketing agency, not just a production company: a podcast should drive pipeline, create revenue, and ultimately turn a profit. Anything else becomes a vanity project that dies after a handful of episodes. From there, he walks through the six phases: 1) Strategy development (the most skipped step). Instead of asking what gear to buy, brands should define what success looks like, who the audience is, and what messages matter. Jason runs strategy workshops with stakeholders across marketing, sales, product, and leadership to build a “show blueprint” that clarifies the what/why/who/how and prevents random feedback from derailing things later. 2) Funnel mapping. Most companies treat podcasts as top-of-funnel awareness only, but Jason argues podcasts can move buyers through awareness, consideration, evaluation, and conversion when you map content intentionally. He introduces B2B Better's distribution grid to align segments and content to different buyer awareness stages and distribution paths. 3) Pre-production. This is the setup work that makes recording smooth: scripting, guest booking and research, and establishing visual/audio treatments so the show feels consistent and intentional. 4) Creative treatment. Here Jason draws a key distinction: production is editing raw footage into a finished episode, while producing is editorial oversight and strategic control to ensure the episode hits the right messages. Many brands only buy production, but what they really need is a producer who can guide the conversation and keep the content aligned to the goal. 5) Integrated campaigns. Distribution and promotion shouldn't be “repurpose one episode into 100 assets.” Jason pushes back on that trend because it often creates redundant content that doesn't move the needle. Distribution has to match the objective: brand awareness might mean short clips plus paid spend; ABM might mean sales enablement and targeted account plays. 6) Reporting and optimisation. A show isn't static. Someone needs to review performance at the episode, channel, and show level with what's working, what isn't, and what market feedback is signaling and then feed that back into strategy (stay the course, pivot, or double down). If you're launching a B2B podcast or already have one that feels like it's going nowhere, Jason's framework is a practical way to treat podcasting like the GTM asset it should be, align every phase to commercial outcomes, and avoid the “six episodes then abandon it” trap. 00:00 - Introduction: From concept to commercial results 01:30 - Why B2B Better is a podcast marketing agency 03:00 - Phase 1: Strategy development and the show blueprint 06:00 - Phase 2: Funnel mapping and the distribution grid 09:00 - Phase 3: Pre-production essentials 11:00 - Phase 4: Creative treatment - producing vs production 14:00 - Phase 5: Integrated campaigns and smart distribution 17:00 - Phase 6: Reporting and optimisation 20:00 - How to get started with B2B Better Connect with Jason Bradwell on LinkedIn Check out Jason's several tools in building guest lists: HubSpot CRM Clay Apollo Explore B2B Better website and the Pipe Dream podcast 

Topics Covered Influencer marketing as a modern demand lever in a “feeds are flooded” environment (credibility + distribution vs polish)Building an influencer program as a repeatable system (not one-off posts)Aligning influencer strategy to GTM motion: PLG + sales-led dual motion, fast sales cycle, and audience behavior on LinkedInTalent sourcing: internal creators, power users, frontline thought leaders, executive narrative voices, and “entertainer/evangelism” creatorsUsing influencer content as paid social creative (thought leadership ads) and deciding what to amplifyProgram mechanics: 3-month trials, post cadence, onboarding, briefs, review cycles, and relationship managementIncentives tied to outcomes (PLG signup bonus, ARR percentage via UTM)Measurement options: cost per signup, CPM/efficient reach, ABM-style reach goals, qualitative signals, and attribution constraintsQuality control: “smell test” for AI slop, engagement pods, and meaningful comment engagementActivation workflow: first-hour engagement, “let it cook” windows, reporting, UTM updates for paid vs organic, and distribution trade-offsQuestions This Video Helps AnswerHow do you structure B2B influencer marketing so it drives demand (not just awareness) without becoming random acts of promotion?How should a B2B team align influencer strategy to GTM motion (PLG vs sales-led) and measurement constraints?What's the best place to start: internal creators, power users, or external influencers?How do you choose influencer “types” (executive narrative, frontline education, entertainment/evangelism) based on goals?What contract length and cadence reduces the risk of declaring influencer “doesn't work” too early?How do you turn influencer posts into paid social assets using thought leadership ads?What's a practical incentive structure for creators tied to signups and revenue (UTM-based)?How do you spot inflated performance from AI-generated engagement or engagement pods?When should you promote a post, and when should you leave it organic?How can you evaluate influencer impact using CPM, reach, signups, and qualitative sales signals?Key TakeawaysIf you want results, avoid one-off influencer posts; start with at least a 3-month trial so performance can compound and audience association can form.In crowded feeds, influencer works because it combines trust with distribution; paid amplification (thought leadership ads) can make “small” creators valuable when the story is strong.Start sourcing from internal creators and product power users first; they're cheaper, more credible on use cases, and their content can be promoted to the right audience.Make onboarding and relationships non-negotiable: demo the product, ideate together, and set a clear review cycle so feedback doesn't show up only as late-stage Google Doc edits.Tie incentives to business outcomes and effort: bonus for PLG signups over the contract window, percentage of ARR from UTM-driven revenue, and paid boosts for high-performing posts (which also benefits the creator's audience growth).Don't boost everything: let posts run organically first, then selectively promote what's likely to work in paid (not every organic winner is a paid winner).Quality control requires human judgment: scan comments and engagement patterns for meaningful conversation vs AI slop, pods, or gamed metrics.

Want to book amazing podcast guests that actually match your ICP? In this solo episode of Pipe Dream, host Jason Bradwell shares his playbook for finding and booking ideal guests without turning the interview into a thinly veiled sales pitch. Jason starts with the elephant in the room: yes, you can invite guests who are also potential customers, but you cannot Trojan horse them. If you bring someone on the show and pitch them live, you create a bad experience for the guest, your audience, and your reputation. The rule is simple: content-first, always. Focus on a great conversation and a genuine value exchange, then let the relationship deepen naturally over time. Next, he breaks down where to find great guests. First: your immediate network. Start with executives, employees, customers, partners, and trusted connections, people who already know you and will say yes faster. Those first few episodes build credibility and social proof, which makes outreach to strangers dramatically easier. Second: your CRM. Jason recommends targeting lapsed prospects accounts you haven't engaged with in weeks or months and using the podcast as a re-engagement mechanism. If you run an ABM strategy, this is especially powerful: you can target high-fit accounts, invite the right people, and start meaningful conversations without a sales agenda. From there, Jason walks through prospecting tools. LinkedIn Sales Navigator helps with demographic and firmographic targeting, and tools like Apollo and Clay can help you build precise guest lists at scale. But the sleeper channels are Slack communities and conference speaker lists. In industry-specific Slack groups, people don't ignore direct notifications the way they do email or LinkedIn DMs. Jason notes content-first outreach can reach 60–70% response rates in the right communities. And conference speakers are already primed to share expertise, so their speaking topic becomes an easy hook to start the conversation. Once you've built your target list, Jason outlines a two-step outreach sequence. Message one is intentionally short: introduce the show, explain why you're reaching out to them, and ask if they'd like more details, no episode pitch, no long explanation. Message two comes after they've shown interest: reinforce why it's worth their time (downloads, guest lineup, maybe even payment) and share a personalised episode angle based on their experience, proving it's a real content opportunity, not random outreach. 00:00 - Introduction: Finding and booking dream guests 01:00 - The Trojan horse trap: content-first always 02:30 - Where to find guests: start with your network 04:00 - Mining your CRM for lapsed prospects 05:30 - Using LinkedIn, Apollo, and Clay for targeting 07:00 - Sleeper channels: Slack communities and speaker lists 09:00 - The two-message outreach sequence 11:30 - Message one: gauge interest only 12:30 - Message two: personalise and reinforce value 14:00 - How to get 60-70% response rates Connect with Jason Bradwell on LinkedIn Check out several tools in building guest lists: HubSpot CRM Clay Apollo Explore B2B Better website and the Pipe Dream podcast 

In this episode of The Way We See It, Pastor Alex Bryant speaks candidly about the unrest in Minneapolis and beyond, pulling back the curtain on the real issue at hand. While some are quick to frame the chaos as a matter of race or immigration, Alex challenges us to look deeper. This isn't just about who is coming to our cities—it's about what holds our communities together. Without shared values, laws, language, and respect for civic norms, diverse societies don't strengthen, they fracture. Pastor Alex calls for a renewed focus on integration, not isolation. Assimilation doesn't mean losing identity, it means joining a common culture that protects everyone. This episode is a bold reminder that diversity alone doesn't create unity. It takes shared commitment, mutual responsibility, and a clear understanding that freedom comes with expectations. Without that, the chaos we're witnessing is not only predictable—it's inevitable. #TWWSI, #MinneapolisUnrest, #CivicValuesMatter, #AssimilationNotErasure, #FaithAndCulture, #UrbanChaos, #SharedResponsibility, #IntegrationMatters, #RealTalkLeadership, #PastorAlexBryant 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 Way We See It, Pastor Alex Bryant sits down with Scott Morris, a 23-year Army veteran, leadership coach, husband, father, and man of God. From the battlefield to the boardroom, Scott shares how his military experience shaped his passion for developing leaders in every sphere—work, home, and ministry. They dive into why leadership is all about intentionality, character, emotional intelligence, and living out your values. Whether it's mentoring young ROTC cadets, raising up his sons, or coaching CEOs through Arrowhead Leadership Consulting, Scott is all about building people up from the inside out. This conversation is packed with wisdom, stories, laughter, and a powerful reminder that great leadership starts with who you are, not just what you do. #TWWSI, #LeadershipDevelopment, #VeteranVoices, #FaithAndLeadership, #IntentionalFatherhood, #ArrowheadLeadership, #EmotionalIntelligence, #LeadAtHomeAndWork, #MilitaryToMarketplace, #PastorAlexBryant 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

You are on slide 34 when the CFO's phone buzzes. She glances down. The VP to her left is nodding, but you can tell he checked out ten minutes ago. You know this pitch cold. You have rehearsed it. You built the deck. You covered every feature, every capability, every objection. And still, you are dying up there. You spent weeks on this presentation. None of it matters because everyone in that room has already sat through the same pitch from three other vendors this month. “Pitching sucks,” says Danny Fontaine, author of Pitch, on an episode of the Sales Gravy Podcast. “It sucks for the people doing it because we get so stressed out, and we spend weeks doing mountains of work. Meanwhile, there is a whole audience who has just as bad of a time as us because they have to sit through an hour of 100 PowerPoint slides and they're bored.” He is right. The audience suffers just as much. They sit through identical presentations, back to back, trying to remember which vendor said what. Both sides leave exhausted. No one wins. There is a better way. Effective sales pitch techniques don't rely on slides. They create engagement, tell stories, and turn monologues into conversations that actually move deals forward. Why Traditional Pitches Fail The standard pitch follows the same predictable pattern. Company overview. Capabilities. Case studies. Pricing. Questions at the end. Every competitor uses the same structure. That means you are asking your prospect to choose between nearly identical presentations. When everything looks the same, decision makers default to price or familiarity. Your carefully crafted message gets lost in the noise. You are treating the pitch like a presentation when it should be a conversation. You are trying to inform when you should be persuading. Experience Beats Information In 1979, a small advertising agency called Allen Brady and Marsh (ABM) competed against industry giant Saatchi & Saatchi for the British Rail account. ABM's founder, Peter Marsh, knew he couldn't win by playing it safe. When the British Rail executives arrived for the pitch, no one answered the door. They rang the buzzer three times before it finally opened, with no one behind it. The receptionist ignored them while filing her nails. The waiting area was filthy. After a while of being dismissed, the chairman stood up to leave. That is when Marsh burst through the doors and said, “Gentlemen, you have just experienced what your customers go through every single day. Shall we see what we can do to put it right?” ABM won the account. And it worked because the executives didn't just understand the problem. They felt it. Most sales pitches fail because they ask buyers to care before they are emotionally engaged. Information alone doesn't create urgency—experience does. Start With Them, Not You Pitches always start the same: ‘Thanks for your time. Here's our agenda. Let me tell you about our company.' Your prospect stops listening after the first sentence. If you want engagement, start with a question. Ask what matters to them. Ask what would make the time valuable. Ask what problem they are trying to solve. Before you show a single slide, say something like, “Before we start, what would make this conversation worth your time today?” Or, “What is the biggest challenge you are facing with this right now?” Those questions do three things immediately. They show respect. They give you intelligence. And they turn the pitch into a conversation from the first minute. This works even better over Zoom, where attention is fragile and distractions are everywhere. When you ask early questions, you pull people in instead of competing with their inbox. Stories Create Memory The most powerful stories aren't pulled from case studies. They come from real life. Every meaningful achievement involves obstacles. Those obstacles contain lessons. Those lessons connect directly to the challenges your prospects are facing. A story without relevance is just noise. A story with a clear lesson becomes a lever. A consultant once shared a story about buying a secondhand Lego set. She started building it, only to discover key pieces were missing. After hours of searching for replacements, she had to start over. When pitching a complex implementation, she said, “That taught me something. At the beginning of any project, we have to make sure all the pieces are in the bag.” That story worked because it made preparation tangible. It made risk visible. It connected emotionally and logically. If the story does not clearly support the point you are making, don't tell it. Ask Before You Lose Them Most salespeople cling to their script even when they can see the room drifting away. They are afraid of losing control, so they keep talking. That is how you lose the deal. Don't wait until the Q&A to ask questions. Sprinkle them throughout your pitch to keep your audience engaged and the conversation alive. Ask if you're hitting the mark, what they want to explore deeper, and what matters most to them. When you ask questions, you aren't giving up control. You are gaining it. The person asking the questions is always in control of the conversation. Emotion First, Logic Second Buyers like to believe they are rational. They are not. Emotion drives decisions. Logic justifies them. If you want someone to care, you have to make them feel something. Frustration. Relief. Possibility. Urgency. That is why the British Rail experience worked. Marsh didn't argue that customer service was bad. He made them experience it. The feeling came first. The logic followed. Once a buyer is emotionally engaged, they start looking for reasons to say yes. They look for data to support the decision they already want to make. This is why information-first pitches fall flat. You are asking people to care before you have given them a reason to. Create the emotional connection first. Then give them the facts. When the Room Goes Cold Even the best sales pitch techniques don't work every time. Sometimes the wrong people show up, there is a fire you didn't know about, or your message just doesn't land. When that happens, don't push harder. Pivot. Call it out. Ask what would be more valuable. Acknowledge the moment instead of pretending it is not happening. That level of honesty builds trust. It shows you are there to solve a problem, not deliver a performance. Why This Matters Your prospect didn't show up to be entertained or to be bored. When you give them an experience they didn't expect, you separate yourself from every competitor running the same tired deck. You become memorable. You become relevant. You become human. The pitch that feels risky is usually the one that wins. The personal story. The direct question. The willingness to have a real conversation. Because the alternative is being forgotten the moment you leave the room, no matter how many slides you showed. Want to take your pitch from forgettable to unforgettable? Download the FREE A.C.E.D. Buyer Style Playbook, which shows you exactly how to read your buyers, adapt your approach, and turn every conversation into a deal-closing opportunity.

In this episode of The Way We See It, Pastor Alex Bryant uncovers a powerful leadership truth that plays out over and over in Scripture—everything is a test, even when you don't realize it. From Adam and Eve in the garden to Cain's unchecked anger, Saul's impatience, David's discipline, Gideon's downsized army, Rebekah's work ethic, the Rechabites' convictions, and the integrity test faced by Ananias and Sapphira, the Bible is filled with quiet moments that exposed character under pressure. These weren't dramatic moral crossroads. They were ordinary decisions made during times of stress, waiting, opportunity, emotion, or relief. Pastor Alex challenges us to recognize that leaders usually don't fall in a single moment. They fall in a series of small compromises that seem justifiable in the moment. Learning to see these hidden tests may be the key to lasting impact and long-term faithfulness. #TWWSI, #LeadershipTest, #HiddenTests, #CharacterUnderPressure, #FaithfulLeadership, #SpiritualGrowth, #BibleLessons, #TestedAndProven, #EveryDecisionMatters, #PastorAlexBryant 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 Performance-First B2B Marketing Drives Better Results Traditional B2B marketing and advertising are undergoing a major transformation in the age of AI and rapid technological advancement. With shifting market dynamics and budget cuts across B2B organizations, marketing teams are under pressure to do more with less and prove their impact on business performance and revenue growth. How can B2B marketers quickly adapt, demonstrate ROI, and establish a strategic role within their organizations? That's why we're talking to Keith Turco (CEO, Madison Logic), who shares insights and proven strategies on how performance-first B2B marketing drives better results. During our conversation, Keith explored the evolving B2B marketing landscape and explained why performance-first strategies are crucial in times of market changes and budget cuts. He emphasized the importance of data-driven insights to measure ROI, optimize media plans, and tailor messages to specific target audiences. Keith also highlighted the need for a full-funnel approach that leverages AI-powered personalization at scale, and integrating new channels like audio and video. Additionally, he elaborated on why understanding both personal and professional interests of buyers to shorten sales cycles and build brand affinity are essential. Keith stressed the value of creativity in performance marketing to maintain loyalty and differentiate top marketers. Tune in as he also shared some key findings of research conducted by Madison Logic and The Harris Poll on the future of advertising and the impact of AI on B2B marketing. https://youtu.be/DAYcJf7AlIs Topics discussed in episode: [2:09] How macroeconomic shifts and budget cuts are creating a “performance-first” approach. [6:12] Embracing AI: Moving from a reactive to a proactive stance in advertising.  [9:50] The consumerization of B2B: Why your next lead might come from a podcast or TikTok.  [13:15] The full-funnel advantage: Moving beyond fragmented tactics to a more unified data strategy.  [17:34] Communicating with the C-Suite vs. managers: Tailoring content for different “states of mind”. [22:27] Research insights: Why 73% of leaders see AI as the future of creative production. [32:12] Why abandoning brand for “just the facts” performance marketing is a mistake. Companies and links mentioned: Keith Turco on LinkedIn Madison Logic Transcript Keith Turco, Christian Klepp Christian Klepp  00:01 In the age of rapid technological developments in AI, traditional B2B, marketing and advertising are witnessing monumental changes with shifting market dynamics and budget cuts across B2B organizations, marketing teams will have to do more with less. So how can they achieve this and still be instrumental to organizational success? Welcome to this episode of the B2B Marketers on a Mission podcast, and I’m your host, Christian Klepp, today I’ll be talking to Keith Turco, who will be answering this question. He’s the CEO of Madison Logic, which leads global account based marketing initiatives to help revenue driven marketers accelerate buying journeys with targeted, measurable strategies. Tune in to find out more about what this B2B marketer’s mission is. Okay, and here we are. Mr. Keith Turco, welcome to the show. Keith Turco  00:50 Thank you, Christian. Good to see you. Christian Klepp  00:53 Likewise, likewise. We had a great pre-interview conversation, and I’m really looking forward to this conversation. We got to buckle up a little bit, because there’s a lot to cover. There’s a lot to cover, but I think it’s going to be really interesting, relevant and pertinent to all those B2B marketers out there. So let’s, let’s dive right in. Keith Turco  01:11 Great. Excited to be here. Christian Klepp  01:12 All right, so Keith, you’re on a mission to help B2B companies succeed by delivering performance-first strategies across the full marketing funnel and performance-first, I think, is going to be a word or a term that we’re going to hear throughout this conversation, but for this conversation, let’s focus on a topic and unpack it from there, so it’s how B2B marketing teams can rapidly adapt to market changes and contribute to organizational success. So let me set this up a little bit, because that sounds like. that sounds a little bit generic. But you know, after after the description, I think people will understand what I’m talking about. So your company, Madison Logic, helps clients own the buying journey by creating lasting impact at every interaction with high value buying groups through data driven ABM. So let’s start off with this question, how have shifting macroeconomic conditions and budget cuts forced B2B marketing teams to do more with less? Keith Turco  02:09 Well inherent in the conversation, or the question is you’ve got less budget. You’ve seen lots of cuts come through either from a staff cutting perspective, you’ve got less people to help you execute against things, as well as less budget to spend on marketing. So what does that mean, and what are the implications? And how does our technology and our approach to market help. Everything from a performance first perspective allows things to be measured, and because you can measure, you can quickly calculate ROI, you can quickly optimize your your media plans, and you can also take a look at what your creative is and isn’t working and what’s working through from a content based perspective. So when you take a performance-first approach to your marketing initiatives, you have all the data at your fingertips to give you the insights and intelligence you need in order to hit the right targets and the right buying groups with the right message at the right time, and give you what you need to actually, really measure the impact and optimize on a regular basis to to prove the ROI that you’re trying to prove for the organization and support sales. Christian Klepp  03:19 Yeah, no, absolutely. And you touched on a lot of things there, which I think are going to be a to be things that are going to come up throughout this conversation. So things like calculating ROI, being able to measure. I mean, who doesn’t want to do that in the world of B2B, right? But how do you see a performance based approach? And I suppose that’s the next question. How does a performance based approach help companies to adapt to, well, a lot of these market changes, and I know that’s a bit of an understatement, because market changes, it’s so broad and multifaceted, but how does it help to address these changes? Keith Turco  03:51 First and foremost, I think access to data allows you to test and learn, what’s working, what’s not, against what buying groups. I kind of mentioned it a couple of minutes ago. But if you’re looking at what’s working against which target segment, what messages make the most sense, what content are they looking for? And then on top of that, you have a buying group. Each of those groups contain multiple levels of executives and employees. So are they all consuming the same message. Can you sub segment that buying group into different categories that consume different content, that allow them to actually understand the full picture that you’re trying to communicate? And then obviously prove out ROI? I think the other thing prove out ROI is a big statement. What does that mean? What are the KPIs? They’re different for each customer that’s out there, right? So what does ROI mean to one organization versus the other? And by allowing yourself to test and learn and gain the insights that you you’re looking for, you can prove out ROI in different ways. Ultimately, the ultimate ROI is reflected in sales, right? But. Some clients will work with us on visits to website. Other clients will work with us on appointment setting. Other clients will look at, you know, number of interactions. And then lastly, of course, looking at ROI from a sale based perspective and what they’re selling, Christian Klepp  05:18 Absolutely, absolutely. And we’re certainly going to talk about the buying committee a little bit later on in this conversation. The time of this recording is at the end of 2025 and you know, I have to ask you the question about AI, and I know you your company has done some research about that, and we will look into that a little bit further on. But because you’re talking about accessing data and analyzing and aggregating data, and how does, how has technological advancements, also in the form of artificial intelligence, perhaps help that process, but also threatened B2B marketing in a way? Keith Turco  05:56 I don’t think I ever view it as threatening. I’ll always look at AI as a form of enhancement and allowance to optimize and go to market. I think probably a future question you’re going to ask, I might actually jump to it as well from an AI perspective. Keith Turco  06:12 But the impact of AI on advertising and marketing, and how is it playing a role in performance marketing? AI allows itself and lends itself to really impact performance marketing, having been and being been at, and being a fan of and student of advertising. To me, I think that AI allows us to lean in a bit more. I think we should continue to ask ourselves those questions. But the core approach from the creative side of things will still be there. What AI will allow us to do in the performance marketing world is lean into what I was referring to earlier, which is test and learn. What messages based on which audience. How do I sub segment, buying groups? How do I sub segment, even some of those additional segments, and in an effort to not spend so much time adapting creative to those sub segments or geographies or different business units inside an organization, right so each of those things allows, or would benefit from having a much more tailored approach to communications and AI should be leveraged from that perspective to lean into those kinds of things, helping you with testing and learning, helping you with sub segmenting, helping you with geographical segmentation, business unit segmentation, those kinds of things, you know, there’s multiple BU’s that are buying groups inside of a large technology organization, right? So to message them all the same would kind of be silly. Christian Klepp  06:12 Please, please. Christian Klepp  07:48 Absolutely, absolutely. Yeah, perhaps the better. But the better term, as opposed to saying threatening, is, how is it impacted B2B marketing might be a might be a better way of looking at it. Keith Turco  07:57 Yeah, I think, I think exactly that point, right? It’s impacting everything. But what I challenge everybody, when they say, oh, AI is going to threaten or kill or do, is like, Well, how do you embrace it, and how do you give it a hug, and how do you leverage it to evolve your approach from a marketing perspective, versus to get nervous about it and be more proactive instead of reactive in your approach to AI? Christian Klepp  08:23 Absolutely, absolutely so based on what you’ve said, like, what would you say are some of the key pitfalls that B2B marketing teams should avoid, and what should they be doing instead? Keith Turco  08:32 Really understanding what their ROI is, who the buying groups are? I know we keep coming back to that, right? But I think B2B marketers are also really focused on what their BDRs are up to and what kind of lead generation they can they can provide to their sales organizations. And I’d say go a bit further than that, right? It’s not just lead generation from a content syndication perspective, it’s a full funnel multimedia approach. We talk about this also, I think, in upcoming questions Christian because we prepped for the meeting, but the buying group is 7 to 10 people, and are you hitting the right people at the right time with the right message? So I think it’s important to take a look back at certain aspects of how you’re approaching your your marketing initiatives as you really unpack the strategy and look at things I don’t know if I answered the question though. Christian Klepp  09:38 Yeah. I mean, it’s basically about like, you know, these are the things that B2B marketers should be paying attention to. These are some of the things that they should be avoiding, right? And keeping the conversation constructive, as it were. Keith Turco  09:50 Yeah, and I think it’s important to set the KPIs for campaigns, optimize your media plans, and then multimedia, when I talk about that, specifically, multi-format. We’ve talked about what channels in the B2B space that might not have been tapped in the past, should be tapped, right? Some of the research we’ve done with with Harris poll also talked about the consumerization of the B2B space. So what mediums working in the B2C space that we can move over to the B2B space, which is why you’ll see that we launched audio earlier this year in our platform. But video is obviously a big play as well. So the B2B space is leaning into the TikToks and YouTubes of the world as well as audio. So video and audio are also mediums. I think it’s important for the B2B landscape to take a look at. I guess we’ve dubbed it B2B2C. Right at the end of the day, we’re all people that are consuming media, making business decision. Christian Klepp  10:54 Absolutely, absolutely. And I’m sure you’ve come across this camp, because I certainly have that basically, really want to draw that line in the sand and say, No, you know, that’s not transferable. You can’t use those same tactics in B2C, I tend to disagree, because it, like you said, like, it really, it really depends. It really depends also on the vertical you’re talking about. And going back again to who are we targeting with this, right? And that might be also you brought it up, one of the pitfalls is, like, you know, the lack of understanding of who you’re targeting. Because in B2B, it tends to be people in that buying group, right? Keith Turco  11:30 I think it’s important to recognize, you talked about tactics. Which tactics are people consuming and in a previous life, in a previous world, we called it the at work state of mind. And I think in the post covid era, you don’t work nine to five anymore, right? So when we talk about tactics and understanding your target and bringing those two things together, I might be on the treadmill in the morning listening to a podcast, still thinking about work, right? It’s not because I’m not at a desk or in the office anymore. Where should I hit them and why? And I think it’s important as we look at firmographics, we should also look at personal demographics of the buyers and the business decision makers. And, you know, marrying both demographics and firmographics will help figure out what the optimal media mix is. So on the drive to work, on the treadmill or the elliptical right, watching a video, listening to a podcast, you know, multi screen. So obviously, I’m sitting here with you with my phone in one hand, a big screen to the right on the other, and looking at my laptop. So, you know, people that multitask and/or consume different ways on different screens at different day parts. So it’s a combination of consumer and B2B, and the melding of the two come together, understanding that it’s not just a tactic B2B tactic play, but it’s a it’s a personal demographic in that decision maker and where they are. Christian Klepp  13:01 Yeah, yeah. No, that’s absolutely right. In our previous conversation, Keith, you talked about how the full funnel approach is critical in the B2B space. So please share with us what you would like more people to understand about this approach. Keith Turco  13:15 Yeah, I think I’ll talk about it from a Madison Logic perspective in particular. So from an activity based perspective, full funnel activity allows us to measure holistically and easier. You can absolutely measure it in a… there could be full funnel, but fragmented full funnel versus one system full funnel, which is Madison Logic’s full funnel, we partner with agencies and clients alike, to do some tactics in our funnel and some tactics outside of our funnel. Either way, full funnel is critical, because you need to hit 7 to 10 times to 7 to 10 buyers. So that’s a minimum of 50 communications that go out there, whether it’s inside a single platform, like Madison Logic or in combination with other platforms outside. So we can do both, and we work with both. The reason why we like full funnel in in our platform is that, again, it comes down to insights, intelligence and data. We’re not saying that your entire media spend should be spent in our funnel, but showing a full funnel activity of audio, display, CTV, content syndication allows us to gather the insights that you’re looking for, the data that you’re looking for, that then allows you to optimize your media mix, either inside of our funnel or next to our funnel in conjunction with it. Some of our clients will, you know, leverage our content syndication only. Others will do content syndication and display, but still by audio and video outside of it, and then others will do all for what we’re being leveraged for specifically is inside of a smaller subset, which is a test and learn, we can show which media mix works optimally against which segments and which targets by client, and then our agency partners, or our clients in particular, will take that media mix and then apply it to their entire media spend. So that’s what when we talk about full funnel, it’s also guaranteeing overlap at the account level and the individual level inside of our funnel. So it’s important that data is collected and then leveraged in a larger way. Christian Klepp  15:31 I hope I’m not trying to oversimplify what you just explained. But the way that I understand also like full funnel approach, the reason why you recommend that approach is also because of the way that people consume content differently and meeting them where they’re at, and also because we know that the buying committee, and we’ve all seen the diagrams, right? Like the diagrams of how the B2B sales envision, the target audience to assume to consume the content and the way they really do. And it’s really a haphazard diagram, isn’t it? Keith Turco  16:00 It’s no longer linear, right? Christian Klepp  16:04 No. Keith Turco  16:04 I think we approached it that way, but we’re finally admitting that it’s not. And I think your point’s really great in so much as you know, full funnel and buying groups, and again, there are groups, but each each group consists of 7 to 10 people that have different media consumption habits, so it’s important to hit them where where they are, and understanding that, and allowing, if you do a multi channel approach with us and we collect the data, we can say these sub segments of your buying group are consuming media on video, display and email. This sub segment is consuming on display video and content syndication, right? So it allows us to really provide the insights and intelligence needed to optimize the reduced spend that you have to better garner the ROI that you’re looking for.   Christian Klepp  17:02 Yeah, yeah. No, exactly, exactly. You’ve talked about it a little bit already, but like we know that in B2B, we’re mostly dealing with, as you said, a buying committee consisting of anywhere between 7 to 10 people. They all have different roles and responsibilities, different motivations for either using or not using said service provider or said approach. So how can teams implement, I would say B2B marketing initiatives that strategically address the buying committee’s concerns and questions. Keith Turco  17:34 It’s really gaining… I keep on going back to the same two words, and I apologize if I sound repetitive, right? But the insights and intelligence are critical to understand the buying groups, what they’re looking for. Let’s dissect it a little bit, right? So if you were to look at the top of the buying group chain, you’ve got C suite executives. Those C suite executives consume media in very different ways because they have very different schedules and are on the road quite a lot, so they’ll be listening to podcasts more than they’ll be watching a CTV kind of application that most will probably want to watch on a bigger screen versus a smaller screen, right? So it’s understanding which businesses decision makers are interested in what categories, right? So you’ve got C suite that sit across multiple views. You’ve got manager levels that are really focused on one specific business unit that will play very differently than, and the messaging to them will play very differently than a C suite person that is across multiple and then they tend to consume media in very different ways, both as individual people as well as from a professional standpoint. The more busy road runner type consumes media and snippets. And you know, we also talk about thumb stopping creative and thumb stopping messaging, because we know that they’re on their phones more than they are on an iPad or a laptop. So the insights that you get from that and the intelligence that you get from that data collection will help you be that much more effective when targeting different individuals inside of a buying group. Christian Klepp  19:16 And it’s also, I would say, about trying to close that trust cap, right? Because there is especially B2B, there’s this whole notion of like, people tend to trust slower, for lack of a better description. So there’s that effort, through that approach, to try to like, build that trust, build that credibility. Because it does take time. This isn’t something where you know they have to make a decision in 48 hours, right? It takes, it takes much longer. Keith Turco  19:42 And I think important, when you close the trust gap, you shorten the sales cycle. So when you shorten the sales cycle, it’s much quicker route, quicker route to ROI, that’s proven by both the marketing and sales team. So the quicker the trust gap is closed, the quicker the cycle happens. Christian Klepp  19:59 Exactly, exactly so. And based on that, like, what role does a performance based approach play in winning over the different members of the buying committee? And you’ve touched on some of these aspects already. Keith Turco  20:13 Again, that the knowledge that you gain from performance based approaches. Everything is measurable, right? Let’s pause for half a second there when we talk about performance marketing, which is obviously next gen of… it started as database marketing and then went into one to one marketing, and then it went into digital marketing, and now it’s performance marketing, because everything is measurable, the insights you collect from that absolutely make a difference, whereas traditional old school advertising of the 70s, 80s and even somewhat 90s was, let’s just hit them with a big message, right? I think it’s important to talk about performance marketing being branded response. Everything you do should both build a brand and elicit a response. So we’re not saying performance marketing at the risk of neglecting branding. We’re saying performance marketing inclusive of branding in the marketplace, so the loyalty and familiarity come to play. Christian Klepp  21:17 Yes, yes, exactly. I was going to say, if you were going to throw a brand out the window like Don Draper would come back and say, Hey, man… Keith Turco  21:25 Absolutely not. Brand is critical, because you are obviously to your point play on the loyalty side, right? And you know, affinity plays a big role in previous experience with existing brands, and people are loyal to certain brands, so we’re not throwing all of the traditional advertising metrics out the window either, but everything that, everything that we put in the marketplace, should play a dual role of building a brand and eliciting a measurable response. Christian Klepp  21:54 Yeah, that’s it. That’s it. So for this next question, not trying to scare anybody, but you guys did conduct a lot of research together with Harris Poll, and you came back with some really interesting figures, right? So one of them that you did together with Harris poll was shows that nearly 73% of marketing decision makers believe AI generated creative will define the future of advertising. So how will that fact alone replace traditional advertising as we know it? Keith Turco  22:27 I don’t think it replaces. I’ll go back to the same answer that we started at. I think it enhances, right? So 73% of the respondents absolutely see AI playing a role in their marketing and advertising, and it allows them to learn from the data that they collect, adapt and make changes quickly. It allows them to take into consideration geographical differences and business unit focused differences. It also allows you to take on the demographic insights, not just the firmographic insights, right? So if I know that Christian is living in Europe and is focused on certain business functions, but in his personal life, also likes to ski or golf, I’m oversimplifying it, right? But AI allows you to say, Oh, well, this visual will appeal to Christian. This cultural nuance and difference will appeal to Christian, and it allows you to hyper target in a much different way. That is we’ve advanced to that, had advanced to that pre AI, but it was a bit more manually intensive than it will be and is today from an AI based perspective. Christian Klepp  23:40 Now that you’ve explained it that way, that hopefully puts some of these doubts or fears a little bit to rest, because it’s an it’s an enhancement, or it should be viewed and treated as an enhancement mechanism, rather than a complete like disruption. Keith Turco  23:53 Absolutely, and that’s where, when I started, there is still a world where creativity is paramount, and that’s at the original conceptual stages, right? But what would take us months to make international adaptations and/or having three or four different pivot tables come together to say this creative with this copy block against this target audience with this message, so it’s the confluence of data that allows for easier output, from an AI perspective, to make it much more tailored to the desired consumer of that content. Christian Klepp  24:34 This same report that I mentioned previously, it also mentions that about 90% of companies are exploring new ways to reach audiences, and you did talk about that so but again, what are some of these channels and how will they impact the B2B marketing moving forward? Keith Turco  24:48 Yeah, first and foremost, you’re looking at social as a new avenue beyond the B2B LinkedIn social perspective, which plays a significant role in the B2B campaigns, but it’s also figuring out where Christian or Keith are consuming in their personal lives. So it’s not shocking that if you’re on Tiktok or Instagram or on our YouTube channel, that you’ll see some B2B messages that are out there. Early on, we knew from an event based perspective, that lots of business decision makers were watching golf, watching tennis. So sports has always and will continue to play a role, even in the B2B space. But it’s a good example of finding your consumer interests and where they overlap with your business interests. And it’s the same kind of thing from from that perspective, as well as understanding. I keep going back to the same message of Right place, right time, right audience, right segment. But so when you look at the new mediums, or the consumer based mediums, you know it’s understanding that where the personal interests come together with professional interests, and are they on Facebook? Are they on Instagram? Are they on YouTube? Are they on X and where are they playing, and how are they playing in those spaces, and where can I get the overlap? And, you know, from a business and personal perspective, also going back to day parts, right? Are they exercising on the treadmill at 5am, 6am, seven, 7am? Are they doing it in the PM? Are you catching them on their drive to and from the office? Maybe not five days a week anymore, but three days a week, right? Understanding, it’s funny, but you know, even dissecting the day of the week and how you you you buy media and how you serve it, right? So we know that if people are hybrid, they’re most of the time, they’re in the office Tuesday, Wednesday, Thursday, and not necessarily in the office on Mondays and Fridays. So you might catch them in different aspects of different parts of the week as well, day parts days of the week. Christian Klepp  26:56 It’s really interesting that you bring that up, because I had a gentleman on a little bit earlier this year that spoke about what he called Time of Day Marketing, and what he meant by that is like, is Keith the same person, or does he consume the same content, as an example, right at lunchtime, in the afternoon or or in the evening, before it goes to bed? And knowing that, and it’s going back to your ability to analyze and aggregate that data and spot these trends, right? That will help people to determine, Okay, so based on this time of the day when this person is consuming that content, what would be the best and most effective channel to use to reach out to said person? Because it could be a different channel. Keith Turco  27:35 Yeah, definitely. And I think looking at, we called it day parts, right? It’s what day part makes the most sense against which target audience. And it’s it is especially now, because we can gather that information and see when they’re consuming so going back to your earlier questions around performance marketing. Used to be, let’s just run it and see. You know that you would, we would always buy media in day part, and you could even buy it, obviously, from a program based perspective, so you’re but really dissecting and understanding which day parts individuals from the buying group consume media to your point, am I during lunchtime? Am I toggling off of my business channels and onto my personal channels. And that’s where I think to the point you made, and the point I made, that’s where it comes together, is personal demographics associated with firmographics and business decision makers, and where we can find them in their personal lives, not just their professional lives. You don’t just work between the hours of nine and five anymore, and you don’t just think about work between the hours of nine and five. Christian Klepp  28:44 That’s it. That’s it. Yeah, Keith, I had one follow up question for you, and I know that this isn’t really social media, per se, but what’s your take on Reddit, and how significant Do you think that is to B2B? Keith Turco  28:52 I think it’s it’s making, it’s making a play in the B2B space, absolutely. And I think we’d be remiss not to understand the impact it has on the B2B space. Finally, I have just asked the team to double click on Reddit, literally in the last couple of business days, to see what you know, what the impact of Reddit can be, and can it be measured in the B2B space. So I definitely think. Man, I don’t know if I would classify it as a social channel, but it’s kind of a publishing social. It’s kind of a little bit both. Christian Klepp  29:29 It straddles that those worlds, as I like to call it, right, like, it’s a little bit. Yeah, it’s hybrid. There you go. There you go. Absolutely. Okay. So again, in our previous conversation, you mentioned that the most effective B2B campaigns will be ones that combine AI driven insights with creativity and multi channel orchestration to deliver personalization at scale. So that’s a slightly different take to what you said earlier. So could you. Please elaborate on that a bit. Keith Turco  30:01 The personalization at scale, I don’t know that I view it as different. I kind of view it same, right? Christian Klepp  30:08 Same, okay. Keith Turco  30:09 Because it allows you to personalize based on the different data points that you collect and information that you collect from performance marketing, right? So personalization at scale allows me to say, okay, Christian is different than Keith, who’s different than Joe, who all work in the same organization might make might overlap with 80% of their business decisions, and 20% will be standalone. So performance marketing is, if done properly, is personalization at scale. It allows you to scale on a much bigger level, to ensure that you can have the sub segments be personalized, and have the information that you serve up to them resonate based on their personal interests and business interests. Christian Klepp  30:56 Yeah, absolutely, I guess the trick. And you’ve probably seen this happen to this, there’s companies out there that are using the personalization at scale, or they’re approaching it the wrong way. I would say they try to go in under the guise of personalization, but what actually is a bit more of a veiled sales pitch. Keith Turco  31:13 I agree, and I think that if you, if you can really tap into where the world comes together, of personal and professional interests and apply that to the individual customer or consumer. You can truly personalize on what makes it tick, and I think personalization at scale isn’t just a creative comment, it’s a media comment, right? It’s I can personalize the media journey based on how I know Christian is consuming media throughout the day, so it’s where content and creativity match media consumption. Christian Klepp  31:49 Absolutely, absolutely okay. I’m going to ask you a soapbox question, if that’s okay with you. So let’s zero in on the topic of performance marketing, because that is your area. What is the status quo in performance marketing that you passionately disagree with, and why? Keith Turco  32:12 From a B2B performance marketing perspective, I think we talk about right place, right time, right message. And I think the status quo is that creative doesn’t matter, because if you serve the right message to the right person at the right time, creative won’t make an impact. And I’ll go back to branded response. I think the status quo is creative doesn’t play as big of role as it used to, and I would disagree, I talked about thumb stopping. You have to get people to stop, right? Because people are constantly scrolling and they’re being barraged with message after message after message. So what will resonate? And I do think that, you know, building a brand that has integrity, that creates loyalty. So to me, it’s the proper balance of brand and demand, or branded response that should be looked at again. I think we’ve probably taken a 10 year hiatus from that, and it was just about right message, right time. And it worked because it was thumb stopping at the time. But given the overload of messages, and exactly what we’re talking about, Christian of hitting people in their personal lives with professional messages, there’s an overload of messages that happen. So it’s kind of bringing all of your the soapbox questions, bringing all of your questions together, right? Which is what it’s intended to do. So it’s funny, because you you know you can absolutely understand that you can shorten the sales cycle by creating brand affinity. You talked about, is AI a threat to advertising. Actually, it’s an enhancement, because brand, to me, in my mind, still plays a significant role. And it’s bringing the two worlds together that will differentiate the top notch marketers of tomorrow. Christian Klepp  34:08 Absolutely, absolutely. And it goes back to something that you said earlier. I mean, this whole ecosystem is in a constant state of evolution, so marketers better learn to quote what you said, to embrace it, rather than to push back at it, right, or to push back on it, right? Keith Turco  34:24 I think the key is evolution. It’s not abandonment, right? And net new activities, right? So email was an evolution of direct mail. This display was an evolution of, you know, the 15 second video kind of thing, right? It’s how do we evolve, leverage what we’ve, what we know and what worked, and evolve it to make it better? It’s not necessarily, in my mind, a replacement of, sure, will it take the place of certain aspects of things, absolutely, but how can you use it to enhance and add versus feel threatened by it? Christian Klepp  35:03 Absolutely, absolutely. Keith, this conversation was dynamite. Thank you so much for coming on and for sharing your experience and expertise with the listeners. Quick introduction to yourself and how folks out there can get in touch with you. Keith Turco  35:15 Sure. Keith Turco, CEO of Madison Logic, you can find me on LinkedIn. Would love to talk to you about your business needs and how we can help you from ABM perspective. Christian Klepp  35:27 Fantastic, fantastic. Once again, Keith, thanks so much for coming on the show. It was a pleasure. Keith Turco  35:33 Thank you, Christian. You have a great day. Christian Klepp  35:34 Thanks. Bye bye.

In this episode of The Way We See It, we break down what actually happened in Venezuela, why it happened, and why the reaction has been so intense. We examine the collapse of the country under Nicolás Maduro, his illegitimacy, corruption, ties to drug trafficking, and the use of military force to stay in power, while highlighting the strength and precision of the U.S. military response. We also address the backlash, why Democrats are calling the action illegal despite historical precedent, and why Republicans and many Venezuelans view it as necessary and overdue. We close by looking ahead at Donald Trump's plan moving forward and what this moment means for stability, accountability, and leadership on the world stage. #TheWayWeSeeIt #Venezuela #WorldAffairs #ForeignPolicy #Leadership #PowerAndPolitics #Accountability #GlobalSecurity 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.  

Most B2B brands think growth comes from turning everything up: more campaigns, more hustle, more competitive swagger. But the brands people actually follow know when to slow down, tune out the noise, and get real.That's the unexpected lesson of KPop Demon Hunters, a movie that uses K-pop stardom, rivalry, and emotional honesty to show what makes an audience stay loyal. In this episode, we break down his marketing lessons with the help of our special guest Ray Lin, Fractional Head of Marketing.Together, we explore what B2B marketers can learn from pacing for quality, standing for something bigger than the rivalry, and making vulnerability a trust engine that drives demand.About our guest, Ray LinRay Lin is a mission-driven marketing leader who turns messy funnels into clean revenue. Over 13+ years across SaaS, marketplaces, and wellness tech, he's built demand gen and ABM machines that actually align with sales—and he's unapologetically pro-AI when it lifts both creativity and efficiency.A Bay Area native and former sports writer turned “accidental but strategic marketer,” Ray believes great marketing is H2H—human to human—before it's ever B2B. He's led and rolled up his sleeves across demand gen, digital, ABM, field, performance, growth, content, product marketing, and lifecycle CRM, with 8+ years inside B2B2C marketplaces like Grubhub, Wellhub and SeatGeek.If your pipeline's leaky, your teams are siloed, or “content” isn't moving deals, Ray's the marketing leader who fixes the system, centers the customer, and gets momentum back on the scoreboard.What B2B Companies Can Learn From KPop Demon Hunters:Work smarter, not harder. KPop Demon Hunters shows that momentum dies when you confuse output with impact. Ray pulls a direct B2B parallel: “one of the lessons that come from Golden is working smarter, not harder… [Marketers] a lot think that extra 10 attempts at ad creative or 10 extra emails that you queue up in your CRM are gonna make all the difference. When in reality, it's about quality, not quantity.” For B2B, this movie is your warning label: speed without intention burns out the team and blurs the story. Make fewer bets, make them sharper, and give your work room to land.Compete with conviction, not contempt. The movie's diss track, Takedown, is a trap: when your identity becomes anti-them, you shrink your own story. Ray says it plainly: “Don't let competitive obsession poison your well.” The point isn't to never compete, it's how you compete. If your positioning is mostly about your rival, you've already let them write your narrative. Lead with what you stand for, and you won't need a villain to feel heroic.Let vulnerability be your differentiator. The movie's emotional turn lands because the heroes stop performing perfection and start telling the truth. That's the B2B move too: honesty travels farther than polish. Ray says, “ The power of vulnerability and transparency… can really skyrocket a B2B brand.” In B2B, authenticity isn't a vibe, it's a trust engine. Build a brand worth believing in.Quote“Always be ready. You don't know what's gonna be a hit and what's not going to. And when it does happen, know how to capitalize on it. And the multiple prongs, the octopus of this behemoth that is KPop Demon Hunters, I think, is that it has all these tentacles… [and] is what makes it so powerful. You can't plan for the success of one tentacle without thinking at least about the others.”Time Stamps[00:55] Meet Ray Lin, Fractional Head of Marketing[02:15] Why KPop Demon Hunters?[05:10] Role of a Fractional Head of Marketing[06:20] Behind the Scenes of KPop Demon Hunters[16:00] B2B Marketing Lessons from KPop Demon Hunters[27:00] High Concept Storytelling in Media[40:57] Final Thoughts and TakeawaysLinksConnect with Ray on LinkedInAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today's episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. Create something remarkable. Rise above the noise. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

✨ Ab März 2026 fällt der Nebel – und die Wahrheit kommt ans Licht.https://youtu.be/xx3oK0CKhCoDie Saturn–Neptun‑Konjunktion endet, und viele Menschen spüren, wie sich etwas löst, ordnet und aufklart.Im neuen Video erfährst du:

In one of our most-read Home of the Brave articles, now transformed into a StrategyCast episode, host Lori Jones explores how high-impact ABM is evolving in the AI era. The show breaks down how today's top marketers are scaling personalization across hundreds of accounts, aligning more deeply with RevOps, simplifying bloated tech stacks, and designing buyer journeys that prioritize authenticity and trust. If you're planning your 2026 marketing strategy, this episode delivers the clarity, insight, and inspiration you need to make smarter, faster, more human-centered decisions.And don't forget! You can crush your marketing strategy with just a few minutes a week by signing up for the StrategyCast Newsletter. You'll receive weekly bursts of marketing tips, clips, resources, and a whole lot more. Visit https://strategycast.com/ for more details.==Let's Break It Down==00:40 "Key Marketing Strategies for 2024"03:36 "AI-Driven Strategic Personalization"08:18 "AI in ABM: Scale Intentionally"09:51 "Strategic Reset for Success"==Where You Can Find Us==Website: https://strategycast.com/Instagram: https://www.instagram.com/strategy_cast/Facebook: https://www.facebook.com/strategycast==Leave a Review==Hey there, StrategyCast fans!If you've found our tips and tricks on marketing strategies helpful in growing your business, we'd be thrilled if you could take a moment to leave us a review on Apple Podcasts. Your feedback not only supports us but also helps others discover how they can elevate their business game!

In this episode of The Way We See It, Pastor Alex Bryant takes a moment to reflect on one of his favorite mantras: Leaders are readers. He recaps some of the most impactful books he read in 2025, spanning leadership, faith, personal growth, and cultural insight, and shares why they made a difference in his life and ministry. Whether you're looking to grow spiritually, sharpen your leadership edge, or just find a few good reads, Alex offers thoughtful recommendations to help you build your 2026 reading list with purpose and passion. #LeadersAreReaders, #TWWSI, #FaithAndLeadership, #ChristianBooks, #ReadingList2025, #BookRecommendations, #PastorReads, #PurposeDrivenReading, #GrowIn2026, #ReadToLead 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

Text us your thoughts on the episode or the show!In this episode of OpsCast, hosted by Michael Hartmann and powered by MarketingOps.com, Michael is joined by co-host Mike Rizzo for a candid conversation about why most Account-Based Marketing programs fail and how teams can fix them.Their guest is Mason Cosby, Founder and CEO of Scrappy ABM, a leading voice challenging conventional ABM thinking. Mason shares why roughly 80 percent of ABM programs launched in recent years have not delivered results, why most companies already have what they need to succeed, and how to build a scalable ABM program without buying new technology.The discussion cuts through hype to focus on fundamentals, targeting discipline, organizational alignment, and realistic execution. Mason breaks down his practical framework for identifying best customers, avoiding common ABM pitfalls, and rebuilding programs that are stuck in the messy middle.In this episode, you will learn:Why most ABM programs fail before they ever have a chance to workWhat the 70 to 75 percent of existing tools and data most companies already have actually looks likeHow to identify the best customers using simple, objective criteriaWhere ABM programs break down when alignment is missingHow to measure ABM success without overcomplicating the modelWhat role does AI really play in modern ABM effortsThis episode is ideal for Marketing Ops, RevOps, demand generation, and GTM leaders who want a practical, realistic approach to ABM that works at any stage without unnecessary complexity.Episode Brought to You By MO Pros The #1 Community for Marketing Operations ProfessionalsSupport the show

ABMについて話す4回目。セールスにおいて企業開拓で購買関係者を理解していくことは大切です。同様に、ABMでも購買関係者を理解することは大切ですが、ABMでは社内の力関係を把握すること、組織の情報などの流通の仕組み、トップダウンやボトムアップ、組織の成長段階などを把握しながら、社内を理解し、検討が進むように推進していくことが大切です。【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　「　抽象的概念の理解　」　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 this short and heartfelt episode of The Way We See It, Pastor Alex Bryant brings us back to the center of the season. Christmas isn't about the gifts, the decorations, or even the traditions. It's about the birth of Jesus. This moment in history changed everything. The Savior was born. Emmanuel, which means God with us, stepped into our broken world to bring salvation and hope. Pastor Alex reminds us that the true meaning of Christmas is found in the good news of Jesus Christ, who came to rescue us and be with us. No matter where you are or what you're going through, this episode is a timely reminder of the greatest gift ever given. #TWWSI, #TheTrueMeaningOfChristmas, #JesusIsTheReason, #EmmanuelGodWithUs, #ChristmasHope, #SalvationIsHere, #FaithFocus, #PastorAlexBryant, #ChristmasDevotional, #MerryChristmas2025 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  

Alex Gluz is the Founder and CEO of Digital Marketing at T.A. Monroe Digital, an agency that specializes in helping B2B and SaaS companies perfect every step of their sales funnel. With years of experience in the industry, Alex creates systems and frameworks for scalable, profit-driving B2B digital marketing strategies, frameworks, and executions to drive ROI. Alex is also the host of the Revenue Engine Podcast, a show highlighting the top leaders in technology and marketing. In this episode… Businesses today face the challenge of balancing rapid growth with the increasing demands of trust-building, personal branding, and AI-driven innovation. While these elements have the potential to significantly accelerate business success, missteps can hinder progress, especially when companies fail to effectively integrate them into their strategy. So how can businesses harness these powerful tools to drive long-term growth and success? From building authentic relationships to embracing AI technology, leaders in this episode share invaluable insights on how to navigate these challenges. Mark Stiltner explains how AI can optimize marketing strategies, particularly in account-based marketing (ABM), making campaigns more efficient and impactful. Patrick Ferdig emphasizes the importance of trust in business relationships, highlighting how consistency and reliability build the foundation for long-term partnerships. Sylvia LePoidevin discusses the shift in branding, where individual employees are becoming the face of companies, using their personal influence to elevate the brand's message and connect more authentically with audiences. Kristin Oelke highlights how combining financial insights with a strong customer base provides a clearer picture of a business's future trajectory. Meanwhile, Usman Sheikh dives into the world of agentive AI, exploring how intelligent bots can transform sales processes by automating key tasks and generating measurable outcomes. In this episode of the Revenue Engine Podcast, Alex Gluz reflects on his insightful conversations with Mark Stiltner, Patrick Ferdig, Sylvia LePoidevin, Kristin Oelke, and Usman Sheikh. These industry leaders uncover the power of trust, personal branding, and AI in driving business growth. Together, they offer practical strategies for leveraging these tools to create scalable, sustainable success in today's competitive market.

Traditional ABM frameworks are no longer enough.In this episode of the OnBase podcast, Paul Gibson sits down with Declan Mulkeen, CMO at Strategic ABM, to explore how modern ABM strategies are evolving toward outcomes, relevance, and long-term customer value.They discuss why customers do not buy “ABM models,” how buying groups should really be approached, the role of AI in accelerating insight without losing trust, and why lifetime value is becoming the most important metric for B2B growth.If you are rethinking your ABM approach or struggling to prove impact beyond marketing metrics, this conversation will change how you look at account-based marketing.About the GuestDeclan heads up Marketing at strategicabm. After some 20 years working as a CMO in the Professional Services, SaaS and EdTech sectors, Declan is now Agency-side building the strategicabm brand and running the Agency's successful ABM program. Declan is also the host of the leading ABM podcast, Let's talk ABM.Connect with Declan.

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.

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.

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?

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.

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. 

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 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, 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

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