Podcasts about B2B

What if the biggest barrier to your AI-powered future isn't the algorithm, but the state of your data from five years ago? Agility requires more than just fast decision-making; it demands a foundational trust in the data that fuels those decisions. It's about having the right information, accessible and reliable, to pivot not just your campaigns, but your entire strategy. Today, we're going to talk about the often-overlooked foundation of marketing agility and AI innovation: the data infrastructure itself. We'll explore how the role of the CMO is shifting from a master of messaging to a master of data strategy, and what it takes to lead a marketing organization when the quality of your data directly determines the success of your most ambitious technology investments. To help me discuss this topic, I'd like to welcome, Jim Kruger, CMO at Informatica. About Jim Kruger Jim currently serves as the Executive Vice President/Chief Marketing Officer at Informatica. He has 20+ years of B2B and B2C marketing experience in the areas of cloud, SaaS, services, and hardware solutions. Jim is a results-oriented, high-integrity leader with strong business acumen and an inclusive team-building vision. His top focus as a leader is to drive accountability and make every team member feel valued for their contribution.At Informatica, he leads the global marketing organization with the charter to accelerate cloud growth, expand into new markets and industry verticals, and lead the company's brand momentum. Jim Kruger on LinkedIn: https://www.linkedin.com/in/jimkruger1/ Resources Informatica: https://www.informatica.com Take your personal data back with Incogni! Use code AGILE at the link below and get 60% off an annual plan: https://aglbrnd.co/r/c43e68ce5cfb321e The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703 Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://aglbrnd.co/r/d15ec37a537c0d74 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3 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://aglbrnd.co/r/35ded3ccfb6716ba Check 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

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Most agency owners start out chasing freedom and then wake up one day realizing they've built a job they can't escape. Today's featured guest will unpack what it actually looks like to build a lifestyle-first agency that protects your time, adapts to AI, and still pays the bills without burning you out. She has run a small profitable agency for over a decade without a bloated team, nonstop chaos, or ego-driven "scale at all costs" thinking, and she breaks down how designing your agency backward from your life (not an exit slide) changes everything. Marissa Rosen is the founder of Climate Social, a 10-year-old micro-agency built around flexibility, partnerships, and human-first marketing. She's proof you don't need a bloated team, or chaos to run a sustainable, profitable agency. In this episode, we'll discuss: Deciding to build a lifestyle business Setting clear boundaries that clients learn to respect Adapting roles instead of fighting change Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. The Lifestyle Agency Lie and How to Actually Do It Right Marissa didn't start Climate Social with a master plan to sell it for a giant payday. She knew she cared about climate action, storytelling, and social media, and she wanted a business that fit her life. Ten years later, that intention has paid off in a very real way. Her agency operates as a true lifestyle agency. Marissa works from home, sets her own hours, chooses her clients, and stays deeply involved in the work she enjoys most. The agency provides stability, fulfillment, and income, without requiring her to sacrifice time with her kids or burn herself out chasing scale for scale's sake. While many agency owners seek to build an agency to sell, it's not the plan for everyone, and it's a path that usually comes with years of sacrifice. A lifestyle agency, on the other hand, is available to far more owners if they design intentionally. The key isn't size. It's clarity around what kind of life the agency is meant to support. Setting Rules So Clients Don't Run Your Life One of the biggest traps agency owners fall into is mistaking flexibility for chaos. They start an agency for freedom, then say yes to everything, and suddenly the business owns them. You can avoid this by setting clear, non-negotiable rules. For example, Marissa doesn't take meetings after 3 p.m. Eastern. That's when her kids come home, and her role shifts from founder to mom. Clients know this upfront, and they respect it. Whoever sets the rules first wins. If you don't define boundaries, your clients will do it for you. And once expectations are set early, they're much easier to maintain. From Solo Operator to Partner-Led Agency A major shift in Marissa's business came when she stopped trying to do everything herself. Early on, it was essentially a solo operation. Over time, she transitioned into a partner-based model, bringing in trusted specialists for branding, web development, PR, and other services. This shift removed a massive amount of pressure. Instead of being responsible for sales and delivery and execution, Marissa focuses on strategy, relationships, and assembling the right team for each engagement. Clients get better outcomes, and she gets her time back. This is a critical lesson for agency owners feeling stuck in the weeds. You don't need a huge team to scale intelligently, but you do need to stop being the bottleneck. Leveraging partners is often the fastest way to reclaim bandwidth without blowing up overhead. Adapting Roles Instead of Fighting Change We all know AI has dramatically changed certain services, especially in areas like video production and content creation. Tasks that once took days can now be done faster and cheaper, which has forced agencies to rethink pricing and positioning. But here's the important part: AI hasn't replaced strategy, relationships, or judgment. Clients still need someone to guide them, ask the right questions, and make sure the output actually connects with the right audience. AI is a tool, not a replacement for thinking. In some agencies, traditional media buying roles are being replaced, not eliminated by AI manager roles. Teams aren't shrinking; they're shifting. The agencies winning right now aren't asking, "How do we avoid AI?" They're asking, "How do we use AI to save time and deliver better results?" That mindset opens up new service offerings, new efficiencies, and new value for clients. Your role as an owner shifts from "doing" to directing. For Marissa, marketing is H2H — human to human. Whether it's B2B or B2C doesn't matter as much as people think. At the end of the day, buyers want to know who they're working with, what they stand for, and whether they can trust them. That's why Marissa spends so much time helping founders and executives show up authentically on social media—not just hiding behind a brand logo. AI can help with efficiency. Automation can help with scale. But relationships are still the differentiator. Do You Want to Transform Your Agency from a Liability to an Asset? Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

SAASTR 843: Software Stocks Have Massively Crashed. Here's What Founders Need to Know.  SaaStr founder and CEO Jason Lemkin joins the TBPN show for a wide-ranging conversation on the state of SaaS, AI, and venture capital. Jason shares how he shrunk his team from 15 to 3 people by going all-in on AI agents, why he's lost patience with companies that haven't re-accelerated growth, and the real economics behind running large-scale events. He breaks down why PE has "said goodbye to B2B," how vibe coding is flooding the market with competitors, and what's making the IPO window both exciting and treacherous. Plus: why the agent that closed a $100K deal on a Saturday night matters more than any demo day pitch, and how AI discoverability is quietly reshaping how businesses choose their software stack. --------------------- This episode is Sponsored in part by HappyFox: Imagine having AI agents for every support task — one that triages tickets, another that catches duplicates, one that spots churn risks. That'd be pretty amazing, right? HappyFox just made it real with Autopilot. These pre-built AI agents deploy in about 60 seconds and run for as low as 2 cents per successful action. All of it sits inside the HappyFox omnichannel, AI-first support stack — Chatbot, Copilot, and Autopilot working as one. Check them out at happyfox.com/saastr   ---------------------   Hey everybody, the biggest B2B + AI event of the year will be back - SaaStr AI in the SF Bay Area, aka the SaaStr Annual, will be back in May 2026.    With 68% VP-level and above, 36% CEOs and founders and a growing 25% AI-first professional, this is the very best of the best S-tier attendees and decision makers that come to SaaStr each year.     But here's the reality, folks: the longer you wait, the higher ticket prices can get. Early bird tickets are available now, but once they're gone, you'll pay hundreds more so don't wait.    Lock in your spot today by going to podcast.saastrannual.com to get my exclusive discount SaaStr AI SF 2026. We'll see you there.

B2B rebrands do not fail because of the logo. They fail because the organisation was never aligned, the board never believed in it, and the rollout was treated like a campaign instead of infrastructure. In this episode with Martin Zarian of Factory39, we unpack the uncomfortable realities of branding inside complex organisations. If you work with complex B2B organisations or aspire to operate at board level, this conversation will sharpen how you think about brand as a financial asset, not a marketing layer. No fluff. No shiny case studies. Just the operational truth of what it really takes to make B2B branding work.

 In this episode, Katherine Turnoff talks with Dipti Kachru, CMO, Broadridge Financial Solutions, about the shift from marketing to millions in B2C to marketing to hundreds or thousands in highly targeted B2B, which requires finding senior operations and technology leaders in the right context for complex, high-consideration purchases. Guest Quote: “And what's interesting about the world of B2B is you're no longer selling to one person. You're actually selling to buying groups. And so we've got to think about the personas in the buying group in terms of are they actual decision makers? Are they users? Are they influencers? And what role are they actually playing in that sales process that we often are helping support, enable, or make faster.” Episode Breakdown: [01:34] Alchemy Unveiled From scale to precision: Dipti shares how moving from millions of consumers to hundreds of B2B buyers reshapes targeting, messaging, and channel strategy — and why context and timing matter more than reach. [18:03] From Nuggets to Campaign Gold Look past the dashboard: Dipti explains why vanity metrics can hide the real story, how psychographic insight changes campaigns, and what happens when marketers follow engagement signals instead of impressions. [23:27] Gold Rush Round What data can't replace: Dipti reflects on the limits of impressions and CTRs, the role of empathy in marketing, and why understanding the business is the modern marketer's real edge. Links & Resources: Connect with Katherine: https://www.linkedin.com/in/kathrynturnoff/  Connect with Dipti: https://www.linkedin.com/in/kachru/  Learn more about Broadband Financial Solutions: https://www.linkedin.com/company/broadridge-financial-solutions/ Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this episode of Smart Acids, George Knox, VP of Corporate Accounts, joins Andy and Chris to talk about how centralizing chemical distribution under one partner simplifies the full lifecycle—from bulk and blends to packaged goods and ChemCare. They unpack:  How a single global account model supports multi‑site chemical demand Where customers unlock real TCO savings through freight optimization, consolidation, and digital ordering Why integrated services like waste, blending, and repack are becoming must‑haves How Univar Solutions documents value with scorecards, QBRs, and sustainability metrics  If chemical complexity is your daily reality, this episode might be your new favorite playbook. Smart Acids™ is the source for product insights and current market moves related to chemical and specialty ingredient distribution—breaking it all down one boron at a time. Join hosts Andy Erickson and Chris Ernst for straightforward and honest chat that speaks to the why behind pricing and supply, delivered in a smart, fun and entertaining way. Smart Acids is the winner of a B2 Silver Award, a top national recognition among leading global brands and marketers in B2B.About the hosts: Andy Erickson, senior director of product marketing for essential chemicals, and Chris Ernst, senior director of product marketing for solvents, converse with guests from chemistry and specialty ingredient backgrounds who are keyed in to manufacturing and markets across industries.Univar Solutions is a leading global specialty chemical and ingredient distributor representing a premier portfolio from the world's leading producers, and helping to keep communities healthy, fed, clean and safe. With the industry's largest private transportation fleet and technical sales force, unparalleled logistics know-how, deep market and regulatory knowledge, formulation and recipe development, and leading digital tools, we offer tailored solutions and value-added services to a wide range of markets, industries and applications.

This episode is brought to you by B2B Better. Richard cut CAC by 27% by ditching billboards and investing in owned content — podcasts, videos, and customer interviews that actually moved the needle. That's exactly the kind of content engine we help B2B service businesses build. If you want a podcast that drives pipeline, not just downloads, visit b2bbetter.com. If you think B2B buying is purely rational, this episode is your wake-up call. In this episode of Pipe Dream, host Jason Bradwell sits down with Richard Dedor, Senior Client Strategist at Vericast, to unpack what a decade of B2C financial services marketing can teach B2B marketers about differentiation, storytelling, and cutting through a commoditised market. Richard's core point is clear: stop overthinking your product and start understanding the emotion behind the buying decision. Every purchase — whether it's a checking account or a six-figure SaaS contract — starts with a pain point. The businesses that win are the ones that lean into that pain and make the buyer the hero. The cheeseburger analogy says it all. McDonald's, In-N-Out, Wendy's — they're all selling the same thing but winning different customers by knowing exactly who they're for. B2B is no different. You don't need a revolutionary product. You need a sharper story built around the right ingredients for the right target market. The conversation gets tactical on CAC reduction. Richard's team cut acquisition costs by 27% by reallocating budget away from vanity spend — billboards chief among them — and investing in owned content instead. Podcasts, videos, webinar series, and customer interviews that spoke directly to real pain points. A billboard reaches everyone and no one. A customer interview that mirrors exactly what a prospect is feeling reaches the right person at the right moment. For B2B marketers dealing with long sales cycles and buying committees, hold the macro message steady and pivot the micro-messaging for each stakeholder in the room. And when compliance is standing between you and a good idea, make them your second-best friend — walk them through the concept one friction point at a time and help them get themselves to yes. People buy with emotion. Even in B2B. Especially in B2B. That's what you should be tapping into. Chapter Markers 00:00 - Introduction: Richard Dedor and a decade in B2C financial services 02:00 - The cheeseburger analogy: differentiation in commoditised markets 04:00 - Growing brand awareness by 50% and bridging it to conversion 06:00 - In-market moments and rare switching windows in financial services 08:00 - What B2B marketers should steal from the consumer playbook 09:00 - Micro-messaging pivots within a stable macro message 10:00 - Cutting CAC by 27%: stop spending on billboards 11:00 - Investing in owned content: podcasts, videos, and customer interviews 13:00 - Testing, killing, and doubling down on what works 14:00 - Working in regulated environments: making compliance your ally 16:00 - How to present ideas to legal and compliance teams 18:00 - Walking compliance through friction points one step at a time 20:00 - The one thing B2B companies get wrong about differentiation 22:00 - People buy with emotion — even in B2B Useful Links Connect with Jason Bradwell on LinkedIn Connect with Richard Dedor on LinkedIn Visit Richard Dedor's website Read Richard's writing on HubSpot and Medium Explore B2B Better and the Pipe Dream Podcast

In this episode of Future Finance, hosts Paul Barnhurst and Glenn Hopper sit down with Riya Grover to explore how AI is transforming order-to-cash workflows. The conversation explores billing automation, revenue operations, and the evolving role of finance teams. Riya shares her entrepreneurial journey and how Sequence is building the first agentic AR platform. This episode is packed with practical insights for modern finance leaders navigating AI adoption.Riya Grover is the Co-founder and CEO at Sequence. Sequence, backed by a16z with $40M raised, is building the first agentic platform for accounts receivable. The company helps B2B businesses automate quoting, billing, invoicing, and revenue recognition, especially for complex pricing and custom contracts. Prior to Sequence, Riya founded Feedr, a venture-backed company that exited to Compass Group in 2020. She holds an MBA from Harvard Business School and a BA in Economics and Management from Oxford University.In this episode, you will discover:Why building a two-sided marketplace is incredibly difficultHow modern B2B pricing models break traditional billing systemsThe difference between deterministic systems and generative AI in financeWhy human-in-the-loop design is critical for financial AI agentsWhat the future finance tech stack will look like in the next five yearsRiya explains how complex contracts, usage-based pricing, and custom deal structures create massive billing challenges for growing companies. Sequence solves this by combining deterministic billing foundations with AI-powered workflow agents. The discussion highlights where AI should and should not be used in finance operations. Trust, auditability, and human oversight remain central to successful AI implementation.Follow Riya:LinkedIn: https://www.linkedin.com/in/riya-grover-a22a4822/Website: https://www.sequencehq.com/Sequence Series A Fundraising: AnnouncementFollow Glenn:LinkedIn: https://www.linkedin.com/in/gbhopperiiiFollow Paul:LinkedIn - https://www.linkedin.com/in/thefpandaguyFollow QFlow.AI:Website - https://bit.ly/4i1EkjgFuture Finance is sponsored by QFlow.ai, the strategic finance platform solving the toughest part of planning and analysis: B2B revenue. Align sales, marketing, and finance, speed up decision-making, and lock in accountability with QFlow.ai. Stay tuned for a deeper understanding of how AI is shaping the future of finance and what it means for businesses...

Empathy is pioneering bereavement care as an enterprise benefit, transforming how employers and financial institutions support employees during life's most challenging transitions. Working with 9 of the top 10 life insurance carriers in the US and Canada—covering over 40 million people—Empathy created a new category by combining grief support with practical logistics like probate navigation, account deactivation, and estate settlement. In a recent episode of BUILDERS, we sat down with Ron Gura, Co-Founder & CEO of Empathy, to learn how the company went from testing five verticals simultaneously to dominating life insurance, then leveraged the group life/employer overlap to expand into employee benefits. Topics Discussed: Testing five enterprise verticals simultaneously to find product-market fit Landing New York Life through their venture arm and innovation team Why life insurance carriers need to be risk-averse (and how to work with that reality) The strategic overlap between group life insurance and employee benefits Investing in brand at seed stage when your barrier to entry is psychological aversion Navigating dual audiences: decision-makers in their workday versus end users in crisis Expanding from loss to adjacent life transitions like disability leave and estate planning GTM Lessons For B2B Founders: Run parallel vertical tests with focus constraints, not sequential exploration: Ron identified 10+ potential verticals but intentionally tested exactly five simultaneously—hospices, funeral homes, employers, and two others before life insurance emerged as the winner at position five. This parallel testing with artificial constraints forces prioritization while dramatically compressing time-to-insight. Sequential testing would have meant potentially cycling through five failed pilots before discovering their strongest market. B2B founders with horizontal platforms should pick their top 3-5 verticals and run focused pilots in parallel, accepting that this burns more resources upfront but eliminates the risk of quitting before finding your wedge. Map the ecosystem overlap between buyer personas before choosing your wedge: Empathy's expansion from life insurance to employers wasn't growth strategy—it was recognizing an architectural reality. Half their carriers sell group life, meaning MetLife doesn't sell to consumers at metlife.com but exclusively to employer groups. When Amanda at Paramount loses her sister (not covered by insurance), she calls Paramount HR. When her husband dies (covered by MetLife group policy), the beneficiary calls MetLife. Same end user, two different enterprise entry points into the same moment. B2B founders should map these triangular relationships before choosing their wedge vertical. The question isn't just "who has budget?" but "who else touches this user in adjacent contexts?" Brand investment at seed stage is product strategy when fighting cognitive aversion: Ron's insight: "The barrier to entry isn't regulatory and isn't technology. It's us humans trying really hard not to think about our own mortality." This isn't a marketing problem—it's a fundamental go-to-market blocker. The company made what most would consider Series A investments (premium domain, design system, tone/voice framework) at seed stage specifically because brand reduces psychological friction to adoption. Contrast this with Monday.com starting as "daPulse" and rebranding years into success. B2B founders addressing taboo topics (death, mental health, financial distress, relationship issues) should model brand as a core distribution lever, not post-PMF polish. In deeply human categories, buyer's lived experience is your demo: Enterprise buyers at Citibank, MetLife, or Google aren't experiencing crisis during the sales cycle—they're evaluating ROI in their normal workday. But as Ron noted, "Everyone we're talking to...they're humans. They have parents, they had loss, they went through probate." The most common response after seeing the product: "Damn, I wish you called me a few months ago. I needed this a year ago with my mom." This turns product demo into personal recognition. B2B founders in universal human experience categories (caregiving, bereavement, parental leave, financial stress) should structure discovery and demo to activate buyer's memory of their own experience, not just their budget authority. Category creation is a resource-attraction strategy that trades speed for competitive exposure: Ron explicitly acknowledged: "There's pros and cons to defining a category. It's helpful when you attract resources, talent, capital. It also creates very fertile ground for a number two sympathy.com to come along and learn from this podcast...what to go after." Category leadership accelerates recruiting and fundraising by providing narrative clarity, but it simultaneously publishes your playbook. Every hiring blog post, podcast appearance, and positioning document teaches future competitors which verticals to target and which to avoid. B2B founders should treat category creation as a conscious bet: trade competitive opacity for talent/capital velocity. If you're not ready to defend your position, stay in stealth longer. Bridge new categories to existing budget lines through analogous benefits: When entering new verticals beyond life insurance, Ron doesn't educate from zero. With employers, he positions bereavement care alongside caregiving solutions, fertility programs, and parental leave: "This is a life transition happening in my own intimate house. Just like a new baby. I have new duties now." This isn't metaphor—it's budget mapping. Bereavement care gets evaluated against existing family benefits spending, not created from scratch. B2B founders in new categories should identify which existing line item their solution logically extends, then structure ROI narratives around reallocation, not net-new budget creation. // Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. www.GlobalTalent.co // Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM

In this episode, Bella & Lee Picco interview Toby Tannas and Mario Gedicke, founders of LIV Magazine and the LIV lifestyle brand. They share insights on entrepreneurship, magazine publishing, community engagement, and building a successful lifestyle brand as a married couple.This conversation explores business partnership dynamics, delegation strategies, personal growth, self-care rituals, and the future of print media in a digital-first economy. Toby and Mario discuss how local content builds stronger communities, why reinvention is essential for entrepreneurs, and how listening to your audience drives sustainable growth.If you're interested in entrepreneurship, lifestyle brands, publishing, scaling a business, balancing family life and business, or transitioning from B2B to B2C, this episode delivers real-world insight and practical perspective.

Tu veux te lancer en freelance et tu comptes sur ton chômage ou ton CPF pour sécuriser tes débuts ? Et si c'était justement ce filet de sécurité qui t'empêchait de décoller ?Dans cette nouvelle émission Solo Nation enregistrée sous le soleil de l'île Maurice, je reçois :

"Saying yes to anything and everything just to produce that revenue leads to burnout. You're trying to serve everyone and do everything. The fact of the matter is, we don't have the capacity for that, nor were we ever meant to have the capacity for that." - Jessica Sanchez   What if revenue growth didn't have to come at the expense of your peace? In this powerful conversation, Dr. Nadia Y. Brown sits down with business coach Jessica Sanchez to explore the lessons learned from her 15 years in B2B tech marketing, SaaS startups, and revenue leadership. Jessica shares her experience in sales, burnout, and achieving sustainable growth.  After generating tens of millions in revenue and leading teams that served companies like Dell, Microsoft, and Intel, Jessica made a bold shift to launch her coaching business. Her goal is to support burned-out female founders craving clarity and alignment.  During their discussion, Nadia and Jessica delve into the following topics: Why not all revenue growth is beneficial How to transition from transactional selling to relationship-driven sales The hidden traps women founders fall into The importance of documenting your sales process, ideal client profile, and messaging if you want to scale beyond being a solo salesperson    Connect with Jessica: LinkedIn: @jessicasanchez2 Instagram: @jessicasanchezcoaching Website: www.jessicasanchezcoaching.com   Connect with Dr. Nadia: LinkedIn: @‌drnadia Instagram: @‌iamdrnadia Website: www.thedoyenneagency.com Email: hello@thedoyenneagency.com   Are you ready to get a clear, prioritized roadmap to move from sole salesperson to sales leader without burning out or compromising your values? Book Your Culture-First Sales Audit   Interested in being a guest on the podcast? Email us at askdrnadia@thedoyenneagency.com

 Sales is the one lynchpin to U.S. success.In this Belly2Belly episode, Bill Kenney talks with Cameron Heffernan from Beyond Borders Marketing about the most common mistakes companies make when expanding into the U.S. market and how to avoid them.They discuss why go-to-market matters more than operations, how to approach early traction, why niche targeting works, and what realistic B2B timelines look like.Cameron Heffernanhttps://www.linkedin.com/in/cameronjh/https://www.marketingbeyondborders.com/blog-posts/expanding-to-the-us-market-avoid-these-8-most-common-missteps---Feel free to contact us with any questionsBill Kenney, bill@meetroi.comMEET, https://meetroi.com/ 

Geschätzte Lesedauer: 11 Minuten Hallo und herzlich willkommen! Hier ist Christopher Funk. Das Thema Sprachen lernen mit KI beschäftigt derzeit viele von uns im Vertrieb sehr intensiv. Denn wir leben in einer Zeit, in der Technologie fast alles möglich macht. Deshalb stellst du dir vielleicht die berechtigte Frage: Müssen wir überhaupt noch mühsam Vokabeln pauken? Schließlich gibt es Apps, die Texte in Sekunden übersetzen, und kleine Gadgets, die fast in Echtzeit dolmetschen. Doch bedeutet das automatisch, dass klassische Sprachschulen überflüssig sind? Oder ist Sprachen lernen mit KI vielleicht nur ein Teil der Lösung? Genau darüber habe ich ausführlich mit Teila Klemp gesprochen. Sie ist Head of Marketing bei Berlitz, einer Traditionsmarke, die seit vielen Jahren am Markt ist. Allerdings befindet sich das Unternehmen gerade in einem spannenden Wandel hin zu einer modernen Bildungsplattform. Ihre Antworten auf die Frage "Mensch oder Maschine?" sind überraschend und für deinen B2B-Vertrieb extrem wichtig. Warum Sprachen lernen mit KI allein im B2B nicht reicht Wenn Teila erzählt, dass sie bei Berlitz arbeitet, wird sie oft gefragt: "Braucht man das heute noch? Ich habe doch mein Smartphone." Ihre Antwort ist jedoch ganz klar: Ja, unbedingt. Denn Sprache ist weit mehr als nur die reine Übersetzung von Wörtern. Vielmehr transportiert Sprache auch Bedeutung, Beziehungen, feine Nuancen sowie Vertrauen und Respekt. Zwar kann eine KI Informationen schnell übersetzen, aber sie kann bisher keine echte menschliche Verbindung aufbauen. Gerade im Vertrieb wissen wir genau: Geschäfte werden immer noch zwischen Menschen gemacht. Wenn du also deine Kommunikation nur auf den Austausch von Daten reduzierst, verlierst du die wichtige Beziehungsebene. Dennoch solltest du die Technik nicht ignorieren, sondern sie klug für dich nutzen. Wie Sprachen lernen mit KI deine Effizienz steigert Berlitz verschließt sich der Technologie keineswegs. Im Gegenteil: Das Unternehmen nutzt Sprachen lernen mit KI als massiven Beschleuniger für deinen Lernerfolg. Die Daten sprechen hier nämlich eine deutliche Sprache. Wer sein klassisches Training mit digitalen KI-Lösungen kombiniert, lernt im Schnitt 40 Prozent schneller. Doch warum ist diese Kombination eigentlich so effektiv? Einerseits erkennt die KI in Echtzeit deinen aktuellen Wissensstand. Sie sieht sofort, wo Fehler passieren, und passt dein Training direkt an. Andererseits kannst du so ohne Hemmungen üben. Denn ein KI-Avatar verurteilt niemanden, auch wenn du eine Vokabel zum fünften Mal falsch aussprichst. Das gibt dir Sicherheit und ein hohes Tempo. Schließlich bleibt der echte Trainer für deine Motivation, die Empathie und den kulturellen Kontext zuständig. Augmented Intelligence als dein neues Vertriebs-Werkzeug Ein weiterer Begriff, den wir im Gespräch vertieft haben, ist Augmented Intelligence. Viele Menschen haben Sorge, dass KI sie komplett ersetzt. Aber die Realität in deinem Arbeitsalltag sieht anders aus: KI übernimmt vor allem die lästige Fleißarbeit. Wenn du heute beispielsweise eine komplexe Excel-Tabelle brauchst, lässt du dir die Formel einfach von einer KI schreiben. Du musst die Formel also nicht mehr auswendig können, sondern nur noch verstehen, was du erreichen willst. Das schafft dir wertvollen Freiraum. Genau hier setzt Augmented Intelligence an. Es bedeutet, dass du deine menschlichen Fähigkeiten stärkst, weil die KI dir den Rücken freihält. Im Kontext von Sprachen lernen mit KI heißt das konkret: Die Technologie liefert dir das Vokabular und die Grammatik. Du nutzt diese Basis anschließend, um komplexe Verhandlungen zu führen, Konflikte zu lösen oder dein Team souverän zu leiten. Somit ergänzen sich beide Welten perfekt. Business Englisch lernen und interkulturelle Kompetenz stärken Hier wird es für dich als Vertriebler oder Führungskraft besonders interessant. Neben der reinen Sprache ist nämlich die interkulturelle Kompetenz ein oft unterschätzter Erfolgsfaktor. Stell dir folgendes Beispiel aus der Praxis vor: Du verhandelst mit einem potenziellen Geschäftspartner in Asien. Dein Gegenüber nickt freundlich und lächelt dich an. Daraufhin interpretierst du das als Zustimmung und denkst, der Deal steht. Doch kulturell betrachtet war das Nicken vielleicht nur ein Zeichen von Höflichkeit, keinesfalls aber ein klares "Ja" zum Vertrag. Wer hier zu direkt auftritt, kann ungewollt das Geschäft ruinieren. Interkulturelle Kompetenz ist also kein weicher Faktor für die Wohlfühlatmosphäre. Vielmehr ist es ein hartes Business Asset. Es entscheidet oft über Missverständnisse, Reibungsverluste und am Ende über deinen Abschluss. Return on Learning: Warum sich deine Investitionen lohnen Früher wurde Weiterbildung oft nur als netter Vorteil für Mitarbeiter gesehen – also als reines "nice to have". Heute hingegen, wo Budgets strenger geprüft werden, zählt vor allem der Return on Learning. Unternehmen investieren gezielt in Sprachtraining für Unternehmen, weil es sich unter dem Strich rechnet. Erstens sind internationale Fachkräfte durch ein schnelleres Onboarding früher produktiv. Zweitens sorgen weniger Missverständnisse in Produktion und Logistik dafür, dass weniger Fehler passieren und Kosten gespart werden. Drittens stärkt eine kultursensible Kommunikation dein Kundenerlebnis und die langfristige Bindung. Deshalb sitzen heute oft auch Finanz- oder Operations-Manager mit am Tisch, wenn über Trainingsbudgets entschieden wird. Denn Sprache und Kultur sind ein fester Teil deiner Wertschöpfungskette. Fazit: Die Mischung macht deinen Vertrieb erfolgreich Mein Fazit aus dem Gespräch mit Teila Klemp ist eindeutig: Die Diskussion "Mensch gegen Maschine" führt in die Irre. Die Zukunft gehört vielmehr der intelligenten Verbindung aus beidem. Wenn du administrative Aufgaben an die KI abgibst, bleibt für dich das, was du am besten kannst: Empathie zeigen, echte Beziehungen aufbauen und kreativ Probleme lösen. Wer Sprachen lernen mit KI also als starkes Werkzeug begreift und gleichzeitig in seine sozialen Kompetenzen investiert, sichert sich den entscheidenden Vorteil im Wettbewerb. Nutze die Technik, aber vergiss nie den Menschen dahinter. Die wichtigsten Erkenntnisse auf einen Blick KI als Turbo: Die Kombination aus KI-Tools und menschlichem Training steigert deine Lerngeschwindigkeit um bis zu 40%. Mehr als Worte: Sprache transportiert Vertrauen und Beziehung – das kann reine Übersetzungssoftware bisher nicht leisten. Augmented Intelligence: Nutze KI für die Basisarbeit, damit du dich auf komplexe zwischenmenschliche Aufgaben fokussieren kannst. Kultur entscheidet Deals: Interkulturelle Kompetenz verhindert teure Missverständnisse in deinem internationalen Geschäft. Return on Learning: Weiterbildung ist eine Investition mit messbarem Erfolg durch weniger Fehler und höhere Produktivität. Wie handhabst du das in deinem Unternehmen? Nutzt du schon digitale Tools zur Weiterbildung oder setzt du noch auf klassische Methoden? Vernetze dich gerne mit mir auf LinkedIn und lass uns darüber diskutieren!

In this episode of GTM Live, Carolyn sits down with Matthew Sciannella, VP of Innovation at Refine Labs, for a candid conversation about the flaws of B2B marketing measurement and why so many teams keep fighting the same losing battles.They dig into why attribution has made a generation of marketing leaders worse at their jobs, what great demand generation actually requires (hint: it starts way upstream with product marketing), and why slapping AI onto a broken system just makes the noise louder.Episode highlights:Why attribution doesn't tell you what's actually driving pipeline and how to move toward incrementality testing insteadThe real reason win rates are so low at most companies (and why more pipeline isn't the answer)Why great product marketing is the single biggest common denominator across every high-performing demand program Matt has seenHow AI is disrupting outbound and why scaling a broken motion with AI just makes it worse fasterWhy companies with messy data are the ones struggling most to make AI work for themThe case for measuring brand spend against contribution margin instead of source or attributionWhy fundamentals (e.g. in-person, intentional outreach, real buyer research) are making a comeback in the age of AI noiseIf your pipeline dashboards aren't giving you straight answers, this episode is a good gut check on where to look first.

From line cook to 8-figure founder, Ellen Bennett turned $300 and a vision into Hedley & Bennett, a heritage kitchen brand. Subscribe and watch Shopify Masters on YouTube!Sign up for your FREE Shopify Trial here.

Send a textThis week's enterprise software announcements reflect a broad, coordinated push toward AI-native experiences layered across collaboration, operations, finance, and core business platforms. Salesforce's latest version of Slack, Oracle's role-based AI agents for Fusion Cloud, and SAP's extension of its business suite all signal that hyperscalers are embedding AI directly into day-to-day workflows rather than positioning it as a standalone add-on. In parallel, Sprinklr's new AI capabilities and Upstream Works' enhanced agent desktop extend this trend into customer experience and contact center operations, while Kantata's new AI platform targets the specialized needs of professional services firms. NetSuite's “Next” roadmap reinforces Oracle's mid-market modernization strategy, and ScienceLogic's reimagined applications highlight how observability and IT operations are also being reshaped by AI-first design principles. Rounding out the picture, Cleo's invoice payment and financing solution underscores growing pressure to modernize B2B financial operations, while Sage's acquisition of Criterion signals continued consolidation in the HCM space—together illustrating a market that is rapidly standardizing on AI-driven interaction layers even as vendors compete to redefine their category boundaries.In today's episode, we invited a panel of industry analysts for a live discussion on LinkedIn to analyze current enterprise software stories. We covered many grounds including the direction and roadmaps of each enterprise software vendors. Finally, we analyzed future trends and how they might shape the enterprise software industry.Video: https://www.youtube.com/watch?v=P-5FOS9QamYQuestions for Panelists?

Databox is an easy-to-use Analytics Platform for growing businesses. We make it easy to centralize and view your entire company's marketing, sales, revenue, and product data in one place, so you always know how you're performing. Learn More About DataboxSubscribe to our newsletter for episode summaries, benchmark data, and moreScaling a company doesn't break because of a lack of ideas, but because instinct doesn't scale.In this episode of Move the Needle, Chris Savage (CEO & Co-Founder of Wistia) walks through the evolution from founder-driven decision-making to building a real operating system for scale.From choosing a single ICP when growth was already strong…- To installing a tri-annual planning cadence- To distributing ownership across teams- To using AI to compress execution cyclesThis is a masterclass in turning momentum into predictable growth. If you're a SaaS founder or GTM leader trying to scale without chaos, this episode is for you.

It's easy for B2B marketing to sound interchangeable. That's why Steve Jobs and Conrad Hilton are such compelling leaders to learn from. Behind Apple and Hilton is a disciplined approach to customer experience, brand consistency, and raising expectations instead of reacting to them. In this episode, we unpack the B2B marketing lessons behind two of the world's most iconic brands with the help of our special guest Sharon Oddy, VP of Marketing & Communications at TNS. Together, we explore what B2B marketers can learn from anchoring their positioning in customer experience, building trust through consistency, and delivering value buyers didn't even realize they were missing. About our guest, Sharon Oddy Sharon Oddy is the VP of Marketing & Communications at TNS. She's a marketing professional who understands the power of storytelling, the importance of a consistent narrative and the art of using it to inspire action. Sharon is an effective and talented communicator who makes the extraordinarily complex, comprehensible. She's a versatile and decisive leader skilled at building high-performing teams and activating cross-functional collaboration to drive strategic growth, customer retention and acquisition globally. What B2B Companies Can Learn From Steve Jobs + Conrad Hilton: Customer obsession is the only real differentiator. Jobs and Hilton didn't win because they had better marketing. They won because they cared more about the customer experience than anyone else. Sharon nails the mindset: “They listened and they observed in a way that put them in the shoe of the customer.” Jobs makes it the rule: “You've gotta start with the customer experience and work backwards to the technology.” The B2B takeaway is clear: if your marketing starts with what you want to sell instead of what your customer needs to feel, you're already behind. The brands that win build from the buyer backward. Trust is built in the details. Hilton's last words weren't about expansion or revenue. They were: “Leave the shower curtain on the inside of the tub.” Jobs obsessed over design even when customers would never see it. Why? Because as Sharon puts it: “It's always about putting the customer first.” In B2B, this means your credibility lives in execution; consistent messaging, polished touchpoints, and an experience that feels dependable. Don't let the small things create big doubt. The best marketers redefine demand. Customers can't always tell you what they want, but great companies can see what they struggle with. Sharon explains, “Jobs was really good at looking at people and saying, what are they struggling with and how do I make that experience better? Because when I do and they taste it, they're never going back.” That's the B2B lesson: don't just market what exists, create the expectation for something better. The strongest marketing doesn't follow the category. It changes what the category believes is possible. Quote “  If you keep looking backwards and trying to copy instead of lead. That's [an] area of demise. You can't look back and be like, “What does everybody else do? What does everybody else think?” You just have to have confidence that you understand your audience. You understand where the puck is moving, and you're going to keep going forward.” Time Stamps [01:20] Meet Sharon Oddy, VP of Marketing & Communications at TNS [01:27] Why Steve Jobs & Conrad Hilton? [04:00] The Role of VP of Marketing & Communications at TNS [06:25] Deep Dive: Steve Jobs and Conrad Hilton's Obsession with Details [11:19] B2B Marketing Lessons from Jobs and Hilton [47:45] Sharon's Marketing Strategy [51:24] Final Thoughts and Takeaways Links Connect with Sharon on LinkedIn Learn more about TNS About 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.

Ian sits down with Mike Manheimer, Chief Customer Officer at Postscript, to unpack how brands turn SMS into a revenue engine. Mike shares why Black Friday and Cyber Monday expose marketers who under-communicate, how Postscript aligns marketing and customer success under one leader, and why incrementality is the only metric that matters in e-commerce. Key Takeaways: · Under-communication kills revenue. During high-intent moments, hesitation leaves dollars on the table. · E-commerce buyers care about one thing: making more money. Marketing strategy must tie directly to incremental revenue. · Community drives pipeline. The fastest way into tight-knit markets is by creating spaces for customers to connect. · B2B marketers are too risk-averse. Owned data and bold experimentation win. · AI will redefine marketing. Don't just buy tools — start building. Episode Timestamps: *(06:40) Black Friday mistakes: Why brands under-message at the worst time *(17:09) Trust Tree: What Postscript does and how the buying process really works in e-commerce *(46:22) The Playbook: Community-led pipeline and customer advisory boards Sponsor: Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more. Links: · Connect with Ian on LinkedIn: https://www.linkedin.com/in/ianfaison/  · Connect with Mike on LinkedIn: https://www.linkedin.com/in/mikemanheimer/  · Learn more about Postscript: https://www.linkedin.com/company/postscriptio/  · Learn more about Caspian Studios: https://www.linkedin.com/company/caspian-studios/about/ Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Patrick J. Griffin is a Partner at TableForce, a firm that provides negotiation training for B2B professionals. As a seasoned negotiation expert and strategist, he has negotiated over $1 billion in sales with global financial institutions, specializing in complex financial instruments. Outside of negotiation training, Patrick is the Founder of Morrigan Strategic Advisors, where he provides fractional CFO services and executive advisory consultancy. In this episode… Negotiations can be tricky, often creating anxiety about whether you're getting the best deal. Yet, negotiating isn't always about winning or losing; rather, it's about finding ways to collaborate and create value. How can you approach negotiations with a mindset that benefits both parties involved? High-stakes negotiation trainer Patrick J. Griffin challenges the typical adversarial view of negotiations. He regards them as collaborative problem-solving, where both sides work together to uncover new value. Patrick emphasizes the importance of preparation, understanding what both you and your counterpart value, and being clear on your priorities and boundaries. By focusing on these aspects, you increase the chances of creating long-term, mutually beneficial agreements. In this episode of the Up Arrow Podcast, William Harris sits down with Patrick J. Griffin, a Partner at TableForce, to discuss how to approach negotiation as a collaborative process. Patrick shares insights on shifting from transactional to relational negotiations, why high expectations lead to better outcomes, and how founders often overlook value outside of price.

In this episode of The Kula Ring, Jeff White and Carman Pirie welcome Maeve Ferguson, founder of Maeve Ferguson Consulting, to explore the power of diagnostic thought leadership. Maeve shares how sophisticated assessments go far beyond traditional quiz funnels, acting as intelligent routing engines that personalize messaging, qualify leads, and optimize sales conversations. From collapsing long B2B sales cycles to filtering out unqualified prospects, Maeve explains how diagnostics serve as both a value-delivery mechanism and a powerful data play. The conversation dives into lead classification systems, personalization at scale, and how agentic AI is transforming marketing infrastructure. For manufacturers navigating complex buying journeys, this episode reveals how diagnostic experiences can increase close rates, accelerate sales conversations, and build deeper trust with prospects.

A CMO Confidential Interview with Bill Zengel, B2B Practice Leader and SVP of the Association of National Advertisers (ANA). Bill explains how there's nearly $2 trillion in hidden brand value in the B2B space, how to become one of the 39% of B2B marketers who are confident, why marketers should focus on contribution versus attribution, and why measurement is more complicated in the B2B space. Key discussion topics include: why one of the main emotions in B2B buyers can be fear of failure; the importance of being on the "Day One List;" and how to avoid the forces that drive conservative creative in a time where breakthrough matters. Tune in to hear if you suffer from "lead addiction" and how many fries are in a Burger King serving. The Confident B2B Marketer: The 8 Markers That Separate Winners (with ANA's Bill Zengel)Only 39% of B2B marketers describe themselves as “confident.” In this episode of CMO Confidential, Mike Linton sits down with Bill Zengel (SVP, B2B Practice Leader at the Association of National Advertisers) to break down what the top performers do differently—and why “confidence” is really a proxy for measurable commercial contribution.Bill shares the research behind ANA's Confident B2B Marketer study (built from a survey of 200 senior marketers) and the operating system it points to: measurement first, then AI readiness built on a real data foundation, modern ABM, buyer-group/channel strategy, brand and creativity, and the martech stack that makes it all work. The conversation also gets into the leadership tension that keeps teams stuck—lead addiction, short-term performance thinking, and the core emotion that drives B2B buying: fear.What you'll learn:- Why B2B marketing is still unevenly managed—and why that's changing- The 8 “markers” that correlate with B2B marketing success- Why AI readiness is mostly a data foundation problem- The shift from attribution arguments to contribution language- Why lead addiction and “performance marketing” create short-term traps- How fear shapes B2B creativity (and how winners still take smart risks)- Why customer reviews and existing customers matter more than most teams admitResources mentioned:- ANA B2B Practice: https://www.ana.net/b2bChapters:00:00 Welcome + today's topic (The Confident B2B Marketer) + Bill Zengel01:38 Why so many B2B studies (measurement, accountability, contribution)03:01 Is B2B marketing worse managed than B2C?04:35 From “Marcom” to buyer groups + younger self-serve buyers06:00 What “confident” means + how ANA designed the study06:23 Why Bill fielded the study + surveying 200 senior marketers07:42 The “biomarkers” story: how to identify what actually matters09:18 The 8 markers (measurement, AI readiness, ABM, buyer-group/channel, brand/creativity, data foundation, martech)11:22 AI readiness explained: why data foundations are the real constraint16:05 Measurement reframed: contribution vs. attribution17:53 Brand as a moat (and why major “B2B brands” dominate value)19:56 Lead addiction + the short-term performance marketing trap22:16 The core B2B buying emotion is fear—and why that blocks creativity25:14 The B2B brand opportunity (and why solving it extends careers)26:08 What boards/CEOs should test now to avoid getting passed27:55 The “Day One List” + how peer/customer reviews shape growth28:52 Two great stories: the missing Trojan horse + Burger King fry-counting31:28 Where to find more episodes + sign-offNew shows drop every Tuesday. Subscribe for more interviews on marketing leadership, measurement, brand-to-demand, and modern B2B growth.#B2BMarketing #MarketingMeasurement #CMO #ABM #BrandStrategySee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Salespeople are overwhelmed with too much to do and not enough time in which to do it.  Something must change.  The best way to take control of your time is to change the way you think and the amount of time you spend thinking. In this post, we share three specific ways to do that. ***************************************************************************         Dave Kahle is a B2B sales expert and a Christian Business thought leader.  He has authored 13 books, presented in 47 states and 11 countries and worked with over 500 sales organizations.  In these ten-minute podcasts, his unique blend of out-of-the-box thinking and practical insights will challenge and enable you to sell better, lead better and live better.        Subscribe to these ten-minute helpings of out-of-the-box inspiration, education and motivation. WWW,DaveKahle.com Check out the X-I Community

Salespeople are overwhelmed with too much to do and not enough time in which to do it.  Something must change.  The best way to take control of your time is to change the way you think and the amount of time you spend thinking. In this post, we share three specific ways to do that. ***************************************************************************         Dave Kahle is a B2B sales expert and a Christian Business thought leader.  He has authored 13 books, presented in 47 states and 11 countries and worked with over 500 sales organizations.  In these ten-minute podcasts, his unique blend of out-of-the-box thinking and practical insights will challenge and enable you to sell better, lead better and live better.        Subscribe to these ten-minute helpings of out-of-the-box inspiration, education and motivation. WWW,DaveKahle.com Check out the X-I Community

The “founder dream” breaks a lot of people quietly. And sometimes, the boldest founder move is walking away from that.In this episode of Founder Talk, Alex Sheridan talks with Nate Cheviron, a multi-time founder who built, scaled, shut down, and sold businesses, then chose to return to W-2 employment to get his family and focus back. They get into the real tension founders face: freedom vs responsibility, ambition vs season-of-life, and growth vs simplicity. Founders will take away practical decision-making lessons. You'll hear how Nate handled the mental load of ownership, why he built companies around referrals instead of chasing shiny marketing tactics, and what “exits” actually look like when the paperwork, costs, and identity shifts show up. Key Takeaways00:00:00 Introduction00:05:45 When should a founder quit a W-2 job and go all-in on a business?A: Nate Cheviron explains he went all-in only after proving the side hustle could support his family full-time. Alex Sheridan pulls out the practical reality: timing matters, and the “jump” looks different when your risk is real.00:12:05 How do founder partnerships actually work when everyone wants control?A: Nate Cheviron says partnerships feel like a marriage—but a “highly conditional” one where performance and alignment matter. Alex Sheridan reinforces the point that freedom as a founder still comes with accountability to partners.00:20:50 How do you grow a business using referrals instead of paid lead generation?A: Nate Cheviron breaks down why his teams avoided third-party lead gen and relied on relationships and referrals to drive volume. Alex Sheridan highlights the operating discipline behind it—consistent conversations, not marketing hacks.00:21:47 How do you build a repeatable referral system (not just “hope” for referrals)?A: Founders should have an operating rhythm for referrals because close rates are materially higher when business comes through a trusted introduction.00:42:05 How do you know it's time to step away from entrepreneurship and return to W-2 employment?A: Nate Cheviron describes the moment the mental load, identity conflict, and relationship strain outweighed the upside. Alex Sheridan names the hard part founders feel: admitting the “right move” can be stepping back, not pushing harder.00:44:40 How can founders prioritise family without feeling like they failed?A: Nate Cheviron shares a season-of-life framework anchored in “keep the main thing the main thing.” Alex Sheridan and Nate Cheviron emphasise simplification—choosing the game you actually want to play, before you lose what matters most.00:58:25 Why is US manufacturing growing while hiring is slowing down?A: Nate Cheviron says manufacturing in the US is “popping,” then Alex Sheridan cites the Manufacturing PMI (52.6%) and calls out the tension: new orders and production up, employment contracting. Nate Cheviron connects it to automation and how operations change before headcount follows.Watch the full episode to hear the complete conversation. Subscribe for more authentic founder interviews, founder lessons, and a no-fluff entrepreneur podcast.

This episode is brought to you by B2B Better. Ross helps businesses prove that their marketing is driving revenue — and that's exactly the problem we help B2B service businesses solve with video-first podcasts. We build content systems that don't just generate attention, they generate pipeline your sales team can actually point to. Visit b2bbetter.com to see how we do it differently. Your thought leadership campaign is running. People are watching, listening, and engaging — but when your CFO asks if it's actually driving revenue, you've got nothing to say. In this episode of Pipe Dream, host Jason Bradwell sits down with Ross Breckenridge, Managing Director of Breckenridge and HubSpot Platinum Partner, to tackle the attribution problem that almost every B2B marketing team has but nobody wants to admit. Ross's core point is clear: this isn't a marketing problem. It's a business problem. Until your marketing, sales, and customer success teams are operating from a single unified strategy and a single tech stack, you'll never get the visibility you need. The conversation starts where Ross always starts with clients: customer journey mapping. Before you touch an attribution model, you need to understand where each content asset sits in the buying process — lead gen, nurture, sales enablement, or renewals. Most companies skip this step and end up measuring the wrong things entirely. From there, Ross unpacks the dark funnel and explains why the HubSpot Campaigns tool is the home of the marketer's attribution reporting. Bundle your content assets into one campaign, track who was created as a new contact and who was simply influenced along the way, and map that all the way through to closed-won revenue — including renewals that happen two years after someone first engaged. But none of it works if sales is living in a different system. The connection between content and revenue only becomes visible when marketing, sales, and customer success are using the same tools and held to the same SLAs. One client found that leaving a lead for more than 48 hours dropped their conversation rate from 70% to 20%. That kind of clarity only exists when everyone is looking at the same data. If you're tired of defending your content budget with correlation and vibes, this episode gives you the framework to fix it for good. Chapter Markers 00:00 - Introduction: Ross Breckenridge and Breckenridge Agency 02:00 - HubSpot onboarding, integrations, and the RevOps focus 04:00 - Is attribution a tools problem, a strategy problem, or the wrong metrics? 05:00 - Customer journey mapping as the foundation of all attribution 06:00 - Picking one attribution model and staying consistent 08:00 - The dark funnel: what it is and how HubSpot brings it to light 10:00 - Content-sourced vs content-influenced pipeline: the key difference 11:00 - The HubSpot Campaigns tool as the marketer's attribution home 13:00 - Connecting content consumption to leads, deals, and closed revenue 15:00 - Why attribution is a business problem, not a marketing problem 16:00 - Building the business case to get sales and CS on the same page 17:00 - SLAs, shared accountability, and the 48-hour lead follow-up rule 19:00 - Working in silos vs being more than the sum of your parts 21:00 - AI, buyer research, and why being genuinely helpful never changes 23:00 - Where to find Ross and learn more about Breckenridge Useful Links Connect with Jason Bradwell on LinkedIn Connect with Ross Breckenridge on LinkedIn Visit Breckenridge — HubSpot Platinum Partner and RevOps specialists Email Ross directly at ross@breckenridgeagency.com Explore the HubSpot Campaigns tool for attribution reporting Explore B2B Better website and the Pipe Dream podcast

What if your treasury function could run smarter, not harder?David Mazzola, Head of Treasury at Norstella shows how a systems-first mindset turned chaotic spreadsheets into scalable, global treasury operations - and how you can do the same.David Mazzola is the Head of Treasury at Norstella, a global pharma intelligence solutions provider.Known for being “tech-obsessed,” David has led treasury transformations across insurance, tech, and pharma by embedding systems thinking into every function he touches.In this episode, David shares how a deep interest in technology shaped his unconventional path into treasury and helped him drive transformation at companies like QBE, Spotify, and now Norstella.You'll hear how he implemented treasury management systems across global teams, why many organizations fail at tech adoption, and how automation tools like RPA can radically reduce manual workloads.If you're a treasury professional looking to modernize your function - or just want to understand how to lead with systems thinking - this episode is packed with practical strategies and real-world lessons.What We Cover in This Episode:How David transitioned from banking operations into corporate treasuryEarly lessons from building treasury systems from scratch at QBEWhy many treasury functions fail at tech adoption - and how to avoid itImplementing KYRIBA across global regions and its organizational impactWhat David learned by contrasting organic treasury builds (like Spotify) with post-M&A integrations (like Norstella)How robotic process automation (RPA) helped slash 20 hours of work into 45 minutesBalancing urgency with control when building treasury infrastructure fastWhy treasury leaders must keep their eyes on liquidity, risk, and future scalingDavid's take on the future of treasury - from AI to blockchain to better B2B payment flowsYou can connect with David Mazzola on LinkedIn.---

Brent Peterson interviews Vibhor Kapoor, Chief Business Officer at AdRoll. They discuss the evolution of AdRoll from a retargeting platform to a full funnel marketing solution, the importance of personalization in B2B advertising, and the future of advertising in AI platforms. Vibhor shares insights on the role of agents in e-commerce, the balance between AI-generated content and authentic storytelling, and the significance of understanding intent data for effective advertising. He also offers predictions for the upcoming quarter regarding technology and advertising innovations.TakeawaysVibhor Kapoor oversees product management, partnerships, and marketing at AdRoll.AdRoll has evolved from a retargeting platform to a full funnel marketing solution.B2B advertising requires personalization to engage multiple decision-makers.AI platforms are changing the landscape of advertising and e-commerce.Agents may play a significant role in future e-commerce transactions.Authentic content is more effective than low-quality, high-velocity content.Understanding intent data is crucial for relevant advertising.AdRoll captures intent signals to create audience predictions.The future of advertising will involve a mix of AI and human-led content.Marketers should think across channels and stages of the funnel.Chapters00:00 Introduction to Vibhor Kapoor and AdRoll02:25 Understanding AdRoll's Evolution and B2B Marketing07:32 The Future of Advertising in AI Platforms10:43 The Role of Agents in E-commerce15:49 The Balance of AI and Human Engagement in Marketing18:06 Leveraging Intent Data for Better Advertising21:38 Predictions for Q1 and Future Trends in Advertising

The cross-border payments market remains stubbornly difficult despite billions in venture capital and countless smart founders attacking the problem. The core challenge isn't technology—it's economics. Western Union's margins weren't exploitative greed; they reflected the brutal reality of cash distribution networks, compliance infrastructure, and dual-country regulatory overhead. Palla Financial cracked this by inverting the entire model: instead of fighting for expensive US-based senders, they partnered with Latin American banks to let recipients pull funds. This approach taps into the world's largest remittance corridor ($160+ billion annually flowing from the US to Latin America) while sidestepping the customer acquisition bloodbath. In this episode, Enrique Perezalonso, CEO of Palla Financial, breaks down why recipient-driven payments eliminate distribution costs, how they rebuilt their product three times based on bank feedback, and why the "no CAC" embedded model still requires massive partner investment to actually work. Topics Discussed: Why cross-border payments remain broken: dual-country regulations, cash distribution economics, and two-sided transaction complexity The shift from cash-based infrastructure to digital rails and its impact on unit economics Palla's pull-based model: embedding payment requests inside bank apps to flip sender/recipient dynamics Revenue mechanics: $3 consumer fees, FX markup economics, and interchange/revenue sharing with bank partners The buy-vs-build calculus for banks and why a Central American banking group returned after a four-year internal build attempt Creating a new category and watching competitors attempt to copy the embedded approach Selling into banks with no standardized buyer: navigating from remittance teams to CEOs depending on organizational maturity The reality of "indirect" CAC: why embedded distribution still requires heavy investment in partner success Implementation failures and the shift from hands-off best practices to consultative partner enablement GTM Lessons For B2B Founders: Flip expensive distribution by attacking the other side of the transaction: While competitors burned cash acquiring US-based senders in saturated corridors (US-Mexico, US-India), Palla partnered with recipient-side banks in Latin America. Banks gained deposits, interchange revenue, and digital channel differentiation without building infrastructure. The lesson isn't just "find cheaper distribution"—it's recognizing that two-sided markets have two potential wedges, and the less obvious side may offer superior economics and strategic positioning. Target buyers who already tried and failed to build: A Central American banking group spent nine months evaluating Palla, decided to build internally, then returned four years later. This wasn't poor execution—it was competing priorities, lack of scale economics, and the reality that cross-border payments isn't their core business. The strongest signal for partnership readiness isn't interest, it's previous build attempts that stalled. These buyers understand the problem deeply and won't need convincing on value. "Embedded" and "no CAC" are myths without massive partner investment: Palla initially provided best practice guides and light coaching, assuming banks would naturally drive adoption. They saw "lackluster results" until they became "more and more hands-on," shifting to consultative implementation with proper incentive design and accountability frameworks. The volume business requires scale, and scale requires active partner management. Budget for partner success resources as if you're hiring an implementation consulting team, not just doing integrations. Use speed to rebuild the product in real-time with customers: The product Palla launched bears little resemblance to their original vision. They rebuilt features "hand in hand" with bank partners, leveraging their advantage over large competitors: no bureaucracy, hunger to make it work, and speed. This isn't about "customer feedback"—it's about treating early partners as co-developers and having the discipline to throw away your original roadmap when partners show you what actually solves their problem. Extreme focus means saying no to everything adjacent: Palla deliberately limits themselves to "two or three products" all within cross-border payments, explicitly avoiding cross-sell opportunities and adjacent revenue streams. Enrique notes this is both their moat and "a potential pitfall" when opportunities multiply with success. The discipline isn't about focus when you're struggling—it's about maintaining focus when growth creates endless plausible expansions. Each "yes" to something new is a "no" to deepening your core advantage. // Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. www.GlobalTalent.co // Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM

What if your best-performing content didn't start with a blog post—but with a question no one else thought to ask?In this episode of Content Amplified, Benjamin Ard sits down with Donna Parent, CMO at Dynamo Software, to unpack how quarterly first-party research became the backbone of their content strategy—and a serious competitive edge.Donna doesn't treat research like a one-off campaign. She runs it like a product: structured, repeatable, defensible, and built for distribution. With a lean team of fewer than 10 marketers, she has led the creation of 14 in-depth industry research reports—each designed to spark conversation, earn media coverage, and fuel an entire ecosystem of content.The result? Authoritative insights that drive press, power webinars, support sales conversations, and strengthen visibility across AI-powered search.This isn't about volume. It's about credibility at scale.What you'll learn in this episode:How to build a quarterly first-party research program—even with a small marketing teamWhy consistency (not frequency) unlocks meaningful comparative insightsHow to design surveys that balance foundational benchmarks with fresh industry trendsA practical framework for collaborating across marketing, product, sales, and PRHow to turn one research report into press coverage, webinars, social campaigns, and executive thought leadershipThe right—and wrong—ways to use AI when analyzing primary dataWhy third-party credibility matters more than ever for AI-driven search and discoverabilityHow to protect data integrity while moving fast enough to meet market demandAbout Donna ParentDonna Parent is the Chief Marketing Officer at Dynamo Software, a leading provider of software solutions for the private investment community.With more than 25 years of experience in B2B and B2C marketing, Donna has built revenue-generating teams across enterprise software companies ranging from 50-person startups to global organizations with thousands of employees. Her sweet spot lies in entrepreneurial environments where agility, experimentation, and disciplined execution drive results.At Dynamo, Donna spearheaded a quarterly first-party research initiative serving general partners, limited partners, hedge funds, and fund accountants. She personally oversees survey design, data validation, and report development—ensuring every published insight is accurate, defensible, and actionable.Her work has fueled media placements, executive editorials in outlets like Forbes Tech Council, and a scalable content engine built on credibility.Connect with Donna:Donna's LinkedIn ProfileDynamo Software's websiteLatest Research ReportText us what you think about this episode!

Ridepanda turned the failed unit economics of shared micro-mobility into a viable B2B model by eliminating operational costs that drove Lime's per-minute pricing from $0.15 to $0.55. After working at Lime and seeing firsthand why rebalancing, charging, vandalism, and theft made profitability impossible, Co-founder Chinmay Malaviya built a subscription model where employers subsidize personal e-bikes and scooters for employees. The insight: commuting is planned travel with validated enterprise budgets already allocated to parking, shuttles, and transit. Ridepanda now works with Amazon, Google, and County of San Mateo, achieving 5-15% employee adoption—triple San Francisco's 2-4% bike commute rate—with 85% being net-new riders who've never regularly used bikes or scooters before. Topics Discussed: Why shared micro-mobility's cost structure (rebalancing, charging, vandalism) made $0.55/minute pricing inevitable Targeting enterprise transportation teams versus mid-market HR benefits buyers as distinct ICPs Subscription economics: $50-$250/month with employer subsidies only triggering on employee sign-ups Converting non-riders to daily commuters: 85% adoption from people who previously didn't bike/scooter Enterprise-first strategy: going where dedicated teams and budgets already exist for employee transportation Vertical expansion into manufacturing, law firms, hospitals, and universities GTM Lessons For B2B Founders: Target existing budget holders, not net-new spending: Enterprises already fund parking facilities, shuttle services, van pools, and commuter benefits through dedicated transportation and facilities teams. Ridepanda didn't create a new expense category—they repositioned within existing line items. This meant selling to buyers with validated pain, allocated budget, and quarterly goals tied to employee transportation. When entering established markets, map where your solution fits in current spending patterns rather than forcing buyers to carve out new budget. Structure pricing to eliminate perceived risk: The subsidy only applies when an employee signs up—there's no upfront commitment or wasted spend on unused capacity. This removed the enterprise objection of "why am I paying when I'm not getting anything." For a new category where adoption rates are unproven, usage-based pricing aligned incentives and made pilots trivial to approve. When selling unproven solutions, architect your commercial model so the buyer's risk scales linearly with actual utilization. Segment ICP by buyer motivation, not just company size: Enterprise buyers (transportation/facilities teams) optimize for modal shift, carbon reduction, and getting employees out of single-occupancy vehicles. Mid-market buyers (HR/benefits managers) optimize for return-to-office adoption, wellness metrics, and benefits competitiveness. Same product, completely different value props and sales conversations. Don't assume company size determines buyer psychology—map the org chart to understand who owns the problem and what they're measured on. Attack broken unit economics, not just user experience: Lime's pricing increase from $0.15 to $0.55 per minute wasn't greed—it was fundamental business model failure. Shared services require rebalancing fleets, charging distributed assets, and absorbing vandalism/theft losses. Personal ownership via subscription eliminated every operational cost that made shared mobility unprofitable. When incumbents are struggling financially despite strong demand, the opportunity isn't better execution—it's a structural model shift. Prove behavior change at enterprise scale, not just product-market fit: Achieving 5-15% employee adoption when the city baseline is 2-4% demonstrates that subsidized access plus personal ownership drives 3x penetration. More critically, 42% daily usage from an 85% net-new rider base proves the model creates new commuting behavior rather than capturing existing cyclists. Enterprise buyers focused on emissions and modal shift care about conversion metrics, not vanity usage numbers. Define the transformation metric that proves you're changing behavior systemically, not incrementally. // Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. www.GlobalTalent.co // Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM

In a recent episode of the HR business marketing podcast, A Better HR Business, Ben and his guest, Val Esway, founder of Work with Val, talk about the challenges of hiring, compliance, and employee management for small and growing businesses across the US and Canada. Val Esway partners with founders and leadership teams to build the recruiting and HR foundations necessary for sustainable growth. With a background spanning early-stage startups, e-commerce brands, and agencies, she has served as a People & Talent Manager, Director of Operations, and Chief of Staff. This unique trajectory allows her to bridge the gap between human-centric HR and the gritty operational realities founders face daily. Val has completed over 150 projects focused on hiring strategy, HR infrastructure, and people operations. She specializes in helping scaling businesses move away from "firefighting" toward practical, hands-on systems that support first hires and beyond. Val brings a grounded, collaborative approach to every engagement, ensuring leaders can make confident people decisions as their teams evolve. Val loves sharing her expertise via talks and training sessions. Popular topics include compliance basics, choosing the right HR tools, and navigating the complexities of pay structures (e.g., W-2 vs. 1099). She's happy to tailor discussions to what founders and business owners need most. You'll hear practical strategies for client acquisition, running a workplace consulting business, and packaging consulting offers. Whether you identify as HR, workplace, L&D, OD, recruitment, or people & culture, you'll discover real stories and actionable advice to attract clients, win contracts, and grow sustainably. What You'll Learn in This Episode: How to get more clients as a consultant through referrals and personalized service Insights into running a workplace consulting business for smaller and younger companies, including compliance, recruitment, and team development Val Esway's journey, including lessons from cleaning up compliance issues, helping founders make their first hires, and developing high-touch HR solutions Episode highlights: Val Esway's background and the types of clients Work with Val serves (00:47) Common HR challenges faced by small and young businesses, especially those without dedicated HR staff (01:12) Navigating performance management and terminations thoughtfully and compliantly (02:42) The impact of terminations on the wider team and why respect matters (03:25) Recruitment support: Helping founders clarify what role they truly need and managing the hiring process end-to-end (05:11) Special considerations for e-commerce founders transitioning from agency relationships to hiring in-house staff (08:01) Popular training topics for business owners, including compliance basics and choosing HR systems (10:01) Common mistakes in hiring, pay structure, and contractor versus employee classification (12:09) Why many growing businesses rely on referrals and the value of a personalized, high-touch consultancy (16:03) Resources & Links Mentioned: Work with Val website: www.valesway.com Val's LinkedIn: www.linkedin.com/in/valesway Check out this B2B podcast launch service. About The A Better HR Business Podcast The A Better HR Business shares strategies, tactics, success stories, and more about marketing for HR consultancies and marketing for HR tech companies, and how to get more clients. Follow the show on Apple Podcasts or Spotify so you don't miss future episodes. For show notes and to see details of our previous guests, check out the podcast page here: www.GetMoreHRClients.com/Podcast HR BUSINESS GROWTH RESOURCES Get the new book - Grow A Successful HR Business Your Way Launch your own business podcast: B2B Podcast Agency VISIT GET MORE HR CLIENTS Want more clients for your HR-related consultancy or HR Tech business? Visit the Get More HR Clients website for articles, newsletters, podcasts, videos, resources, and more at www.getmorehrclients.com.

Ep. 199 features Michael, Evan and Chris from Feen, to discuss building a next-generation betting product, navigating early-stage product decisions, and finding differentiation in an increasingly crowded wagering landscape. The conversation explores Feen's origin story, early traction, and how the founders think about product focus, user behavior, and long-term scalability. Hear them discuss: The founding story behind Feen and the problem the team set out to solve Why real market volatility beats RNG games and how Feen turns crypto moves into playable races Macro thesis: finance following content's shift toward short-form, on-demand, dopamine-driven formats Community, identity, and lessons learned from NFTs and consumer internet culture B2C focus vs potential B2B integrations with operators and ecosystem partners UX challenges in crypto, onboarding “normies,” and passing the ultimate test: the mom test Early traction, user feedback, and why Feen stayed private during initial iterations Bootstrapping the company, current fundraising plans, and scaling mobile distribution State of crypto in 2026, volatility as opportunity, and why builders still have the edge Five-year vision: becoming a household pocket prediction game   If you don't have a ticket for the Next.io Summit in New York event yet, use discount code BETTINGSTARTUPS10 for 10% off your full event pass. Grab your ticket here: https://next.io/summits/newyork/   Catch the video version of this episode here.   Learn more

On this episode, we explore the critical connection between sales and customer experience teams — and why a misalignment might be costing you customers, revenue and brand reputation.When sales sets expectations that CX can't meet, customers may churn faster than you can acquire them, wasting your customer acquisition costs. The problem isn't what either team does in isolation, but rather the handoff between them.Drawing from 20 years of experience, Robin Jakobsen, director of product strategy for CXM at TELUS Digital, reveals what this sales team alignment gap can cost your business and how CX leaders can take a proactive role in fixing it. Shawn Casemore, keynote speaker and author, brings additional sales expertise, explaining where the disconnect happens and how both teams can shift from competing priorities to shared outcomes.Together, they share the orchestration tactics and strategies CX leaders need to prevent customer churn, build loyalty and align with sales around revenue metrics.Visit our website to learn more about TELUS Digital.Show notesDownload TELUS Digital's 90-day customer activation checklist for B2B customer success and onboarding teams.Learn how TELUS Digital's B2B Sales Outsourcing can help you transform your sales ecosystem with exceptional buyer-seller experiences.

The Strategic Divide That Will Define the AI Native Age To watch it as a 3-min video To read it as a 1-min blog (coming soon) Have you ever felt that an AI-powered product was treating you as a data source rather than a human being worth serving? I recently walked away from an app I had relied on for years. It refused to let me access my own account unless I consented to handing over my personal data — no alternative, no negotiation. I deleted it without hesitation. This is not an isolated incident. It is a pattern. In the race to capitalize on AI, too many organizations have reduced customer experience to a data extraction opportunity. User satisfaction has become secondary — or abandoned entirely. The consequences will be severe. No amount of data harvested from a churned customer generates growth. Treating users as raw material is not just an ethical failure. It is a strategic one. What Separates Proactive AI Native Leaders From Reactive Ones Proactive AI Native Leadership Proactive leaders are architecting intelligent business models and AI ecosystems around a single defining question: What is the intended user journey, and does AI meaningfully elevate it? They invest in designing smarter, more human experiences — enabled by AI, not imposed by it. The result is stronger customer loyalty, greater brand equity, and sustainable ROI. Reactive AI Deployment Reactive organizations deploy AI tools in pursuit of speed, efficiency, or competitive pressure — without ever asking what experience they are actually creating for the human on the other side of the system. They optimize for capability. They neglect experience. And they will pay for it very dearly. AI Native Leadership is not about having the most advanced tools. It is about having the wisdom to design those tools around human dignity, trust, and purpose. Introducing AIXD — AI Experience Design Today, I am launching AIXD.world. AIXD stands for AI Experience Design. It is pro-human, not anti-AI. Before models are trained, before systems are deployed, before automation scales — AIXD asks the questions that determine whether AI serves your customers or simply extracts from them. The AI Native Brand Architecture™ is AIXD's proprietary framework for helping founders, CEOs, and boards make the shift from AI adoption to AI architecture — intelligent business model design centered on user experience, customer journey, and long-term brand value. User experience is brand experience. Brand experience determines enterprise destiny. If you are building in the AI Native Age and want your technology to elevate your customers rather than exploit them, visit AIXD.world. #AIExperienceDesign #AINativeLeadership #AINativeAge About AIXD.World and 10PlusBrand.com  With 16 years of brand experience design rooted in brand DNA decoding and business model analysis, 10 Plus Brand, Inc. is a recognized leader globally in brand building and brand marketing. Human end-user experience design, AIXD, brand experience, brand loyalty, and brand journey are part of the comprehensive offerings of 10 Plus Brand, Inc. Founder and CEO Joanne Z. Tan has mentored Silicon Valley startups, founders and CEOs, board members, and organizations as their thought leadership coach in the AI age. We at 10 Plus Brand are proud to be on the cutting edge of creating an end-user journey with AI Experience Design for both B2B and B2C companies.

Outcome-based selling in healthcare sales is the difference between educating your buyer and actually moving the deal forward. In this episode, Harry sits down with Simona Grandits, VP EMEA at QIAGEN and newly selected EU Women Leaders 2026 cohort member, to explore how modern healthcare sales leaders balance scientific credibility with commercial discipline - without losing momentum. Simona shares how consultative selling, customer centricity, and disciplined stakeholder management must work together to drive real sales performance in complex healthcare and medical device sales environments. She reflects on what disciplined sales leadership truly requires across Europe, the Middle East, and Africa.

Objections are not the enemy — they're signals. In complex B2B and high-ticket selling, an objection often means the buyer is still engaged, still evaluating, and still leaving the door open. The difference between "this is going nowhere" and "we can win this" is whether you follow a disciplined process instead of reacting emotionally. Below is a practical, repeatable objection-handling framework you can run in real time — in Australia, Japan, the US, Europe, in-person or on Zoom — without sounding scripted. Why are objections actually a good sign in sales conversations? Objections usually mean the buyer is still considering you — they're testing risk, fit, and trust rather than silently rejecting you. In most markets post-pandemic (2020–2025), buyers have tightened procurement, involved more stakeholders, and demanded clearer ROI, which means more questions and more pushback — even when they like you. In Japan, where consensus building and risk avoidance are culturally strong, objections often appear as "we need to think" or "it might be difficult." In the US and Australia, you might hear direct resistance like "too expensive" or "we're happy with our current vendor." In all cases, the presence of friction can be healthier than polite indifference. Do now (answer card): Treat objections as engagement. Your job isn't to "win" — it's to discover what's underneath and solve the real concern What's the biggest mistake salespeople make when they hear an objection? The fastest way to lose a deal is to argue with the buyer — even if you're technically correct. The human brain hears pushback and wants to defend: you jump in, correct them, prove them wrong, and accidentally trigger buyer resistance. You might "win the debate" and still lose the decision. This shows up everywhere: startups pitching to procurement, consultants selling transformation programs, and enterprise SaaS teams facing security and legal. In Australia and the US, that argument can feel like a pressure tactic; in Japan, it can feel like you've disrupted harmony and made it harder for the buyer to save face. Instead of debating the headline ("too expensive"), you need the story behind it (budget cycle, internal politics, competing priorities, risk fears). Do now (answer card): Stop defending. Assume the objection is a headline and your job is to uncover the full article. What is a "cushion" and why does it work for handling objections? A cushion is a neutral circuit-breaker sentence that stops you from reacting and buys you thinking time. It's not agreement and it's not disagreement — it's a calm buffer between what they said and what you say next. Examples in plain English: "I hear you." "That's a fair point." "Thanks for raising that." "I can see why you'd ask that." This works because it lowers emotional temperature, keeps the buyer talking, and prevents the "fight or flight" response that turns into arguing. Whether you're selling to a Japanese conglomerate, a US mid-market firm, or an Australian SME, that pause helps you shift from defence mode into discovery mode. Pro tip: keep the cushion short. The cushion isn't the solution — it's the doorway to the right question. Do now (answer card): Build 3–5 cushion phrases you can say naturally, then use one every single time before you respond. What question should you ask first after any objection? Ask: "May I ask you why you say that?" — because the only useful response to an objection is more information.Objections are like a newspaper headline: short, dramatic, and missing context. "Too expensive" could mean cashflow, competitor pricing, CFO scrutiny, or fear of implementation risk. When you ask "why," you throw the "porcupine" back to the buyer — gently — so they explain the real story. This is effective in high-context cultures like Japan because it invites explanation without confrontation. It also works in direct markets like the US and Australia because it signals professionalism: you're diagnosing, not pushing. Watch-out: don't ask "why" with a sharp tone. Make it soft, curious, and slow. The tone is the difference between coaching and challenging. Do now (answer card): Make "why" your reflex. Cushion → "May I ask why?" → listen longer than feels comfortable. How do you clarify and cross-check to find the real objection? Clarify by restating the concern, then cross-check for hidden issues until they run out of objections. Buyers often lead with a minor issue to end the conversation quickly, especially when they don't want a long discussion. Think iceberg: the visible tip is what they say; the big block below the waterline is what they mean. Use two moves: Clarify: "Thank you. So, as I understand it, your chief concern is ___ — is that right?" Cross-check: "In addition to ___, are there any other concerns on your side?" Repeat the cross-check 3–4 times if needed. Then prioritise: "You've mentioned X, Y, and Z. Which one is the highest priority for you?" This is how enterprise sales teams reduce "surprise" objections late in the cycle, and how consultants avoid being derailed by a small complaint masking a major deal-breaker. Do now (answer card): Clarify the core issue, then ask for additional concerns, then rank them. Don't respond until you know the deal-breaker. How do you reply: deny, agree, reverse — and then trial close? Reply to the true main objection with one of three paths — deny, agree, or reverse — then use a trial commitment to confirm it's resolved. Once you've identified the highest-priority concern, you respond in a way that protects trust. Deny (with proof): If it's incorrect ("I heard you're going bankrupt"), deny calmly and offer evidence (financial stability, customer references, audited statements where appropriate). Agree (own reality): If it's true (quality issues, missed deadlines), acknowledge it. Explain what changed: process fixes, governance, QA, leadership actions. Credibility beats spin. Reverse (reframe): If the concern can become a benefit ("you take longer to deliver"), reframe it as risk reduction and quality control — less rework, fewer outages, smoother adoption. Then trial close: "How does that sound so far?" If more objections appear, run the process again. Do now (answer card): Pick the right response type (deny/agree/reverse), then trial close immediately to confirm the objection is gone. Conclusion: the repeatable objection-handling rhythm Objections don't block deals — unmanaged emotions do. When you treat objections as engagement, cushion your response, ask "why," clarify the real issue, cross-check for hidden concerns, and reply with credibility, you stop wrestling the buyer and start guiding the decision. If there are no questions, no objections, no hesitation, it may mean the buyer has already eliminated you and is just waiting for the meeting to end. Better to find out early — and move on to a real opportunity. Author credentials Dr. Greg Story, Ph.D. in Japanese Decision-Making, is President of Dale Carnegie Tokyo Training and Adjunct Professor at Griffith University. He is a two-time winner of the Dale Carnegie "One Carnegie Award" (2018, 2021) and recipient of the Griffith University Business School Outstanding Alumnus Award (2012). As a Dale Carnegie Master Trainer, Greg is certified to deliver globally across all leadership, communication, sales, and presentation programs, including Leadership Training for Results.  He has written several books, including three best-sellers — Japan Business Mastery, Japan Sales Mastery, and Japan Presentations Mastery — along with Japan Leadership Mastery and How to Stop Wasting Money on Training. His works have been translated into Japanese, including Za Eigyō (ザ営業), Purezen no Tatsujin (プレゼンの達人), Torēningu de Okane o Muda ni Suru no wa Yamemashō (トレーニングでお金を無駄にするのはやめましょう), and Gendaiban "Hito o Ugokasu" Rīdā (現代版「人を動かす」リーダー). 

Beautiful things shouldn't cost the world.India exports - $13B in home decor annually, expected to cross - $21B by 2030.Factories everywhere. But almost no global consumer brands built from here.In this episode of Z47 Moments, Sudipto Sannigrahi sits down with Abhik Ghosh, Co-founder & CEO of Trampoline (ex-Amazon, Wayfair), to unpack how they're building an India-to-world home decor brand, starting factory-first.Abhik breaks down:Why they chose B2B before B2C and how it creates predictabilityHow trust with factories and sofa changed payment terms from advances to creditHow they reduced working capital in a 90–120 day category to under 30 daysWhy “value” in Western markets means quality first, not just priceHow AI powers creative, catalog, and performance marketingAnd what it takes to build a brand across borders, from India to the UK and beyond.This is a conversation about systems, sequencing, and discipline. If you're building in D2C, exports, supply chain, or global consumer categories, this episode offers a practical playbook.Chapters⁠00:00⁠ Why build a global brand from India⁠01:05⁠ Founders' background Amazon, Wayfair, Europe⁠02:10⁠ India home decor opportunity $13B → $21B⁠03:30⁠ Broken supply chain 8k–10k factories⁠05:00⁠ Factory-first model explained⁠07:10⁠ Starting with 4–5 factories → 30 today⁠09:20⁠ Why cross-border must start B2B⁠11:40⁠ Wayfair & Williams-Sonoma playbook⁠13:40⁠ Selling to UK from India⁠15:10⁠ Customer value 30–80% savings promise⁠17:10⁠ Western home refresh behavior 4-year cycle⁠18:40⁠ GTM B2B acquisition strategy⁠20:00⁠ D2C strategy Why avoid marketplaces⁠21:40⁠ Unit economics & working capital under 30 days⁠24:10⁠ Pre-orders & dropshipping from India⁠26:00⁠ ROAS, LTV/CAC & marketing efficiency⁠27:30⁠ Selection & design prediction⁠29:00⁠ Unexpected demand signals⁠30:20⁠ AI-generated creatives & catalog100% AI product imagery⁠35:10⁠ 2030 Long-term global brand ambitionFollow Z47Website - ⁠https://www.z47.com/⁠Instagram - ⁠  / z47.vc  ⁠LinkedIn - ⁠  / z47-vc  ⁠⁠#ikea⁠ ⁠#howtostartastartup⁠

Stop us if you've heard this one before: “It's B2B, so it needs to be professional.” While that usually translates to “boring,” Kassandra Quinn, Social Media Strategist at ModSquad, is here to debunk the myth that B2B has to be stiff. With over a decade of experience across B2C and B2B, Kassandra has mastered the art of bringing "people-first" energy to the corporate feed.In this episode, Kassandra dives into why the most successful B2B strategies mirror B2C mindsets by remembering there is always a human on the other side of the screen. She shares how ModSquad uses humor, like their "CX Nightmares" Halloween campaign featuring "ghosted customers", to build genuine trust and relatability. We also tackle the evolving world of B2B influencer marketing; Kassandra explains why the "practitioner-influencer" is the new gold standard for building authority within niche communities.Whether you're struggling to speak to multiple personas or trying to navigate a complex buyer journey, Kassandra offers a masterclass in keeping the "social" in social media. She breaks down how to create content that stretches across the entire funnel and why aligning with your demand gen team is critical for translating customer pain points into thumb-stopping posts.Hot Topics:How to bring B2C energy into B2B content (without losing credibility)What B2B influencer marketing really looks like today, and how to do it rightA simple checklist for deciding if a trend is worth jumping onHow to create social content that works across the entire B2B funnel

Discover why small to medium-sized businesses struggle with technical sales and how solution-centric selling can dramatically boost win rates. Learn practical techniques for personalizing your approach, training your team, and closing more deals in today's complex B2B landscape. Learn more at https://evergreensales.group/ Evergreen Sales Group City: Atlanta Address: 3333 Peachtree Road Northeast Website: https://evergreensales.group

With B2B marketers drowning in data and automation, have we forgotten that our buyers are still human beings who are moved more by compelling visuals than by another line on a spreadsheet? Agility requires not just the speed to react, but the insight to know what to react with. It demands a seamless connection between creative ideation and performance data, allowing teams to not only launch campaigns quickly but to make them smarter over time. Today, we're going to talk about the often-underestimated power of visual communication and design-led thinking in B2B marketing. We'll explore why creativity isn't just a 'nice to have' but a core driver of engagement and business results, how neuroscience backs this up, and how new platforms are enabling marketing teams to scale high-quality creative while directly measuring its impact on the bottom line. To help me discuss this topic, I'd like to welcome, Emma Robinson, Head of B2B Marketing at Canva. About Emma Robinson Emma Robinson is the Head of B2B Marketing at Canva, where she drives customer-centric strategies that showcase the impact of design at scale across enterprise organizations. She brings more than 20 years of global B2B marketing experience and has held leadership roles at Salesforce, Google, Medallia, and ThoughtSpot. Having worked across the UK, Asia Pacific, and the US, she's known for building high-performing teams and bringing innovative, high-impact go-to-market strategies to life. Emma brings deep expertise in customer advocacy, lifecycle marketing, and insight-led content, and is a strong champion for the power of brand and creativity in B2B. Her work is instrumental in positioning Canva as the visual communication platform for the modern workplace. Emma Robinson on LinkedIn: https://www.linkedin.com/in/emma-robinson-mtkg/ Resources Canva: https://www.canva.com/about/ Take your personal data back with Incogni! Use code AGILE at the link below and get 60% off an annual plan: https://aglbrnd.co/r/c43e68ce5cfb321e The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703 Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://aglbrnd.co/r/d15ec37a537c0d74 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3 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://aglbrnd.co/r/35ded3ccfb6716ba Check 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

Listen and subscribe to Money Making Conversations on iHeartRadio, Apple Podcasts, Spotify, www.moneymakingconversations.com/subscribe/ or wherever you listen to podcasts. New Money Making Conversations episodes drop daily. I want to alert you, so you don’t miss out on expert analysis and insider perspectives from my guests who provide tips that can help you uplift the community, improve your financial planning, motivation, or advice on how to be a successful entrepreneur. Keep winning! Two-time Emmy and Three-time NAACP Image Award-winning, television Executive Producer Rushion McDonald interviewed Dr. Cameka Smith. Founder of The BOSS Network, from Money Making Conversations Masterclass: Purpose of the Interview The interview aimed to: Highlight The BOSS Network’s mission to empower women of color through entrepreneurship, career development, and community support. Share Dr. Smith’s personal journey from layoff to leadership, inspiring others to embrace entrepreneurship. Discuss strategies for business success, funding opportunities, and mentorship for Black female founders. Key Takeaways Origin of The BOSS Network Founded in 2009 during the recession after Dr. Smith was laid off from Chicago Public Schools. Initially started as local events in Chicago; now a digital community reaching 200,000 women nationwide. Mission: Bringing Out Successful Sisters (BOSS)—promoting small business spirit and career growth. Impact & Achievements Invested in 100 Black female founders through grants. Trained 50,000 women on business strategies. Coached 10,000 women on starting businesses. Created Boss Business University, offering mentorship and digital programs. Pivot During COVID Shifted from 35% event-based revenue to 75% digital. Launched Boss Impact Fund and Invest in Progress Grant: $10,000 grants + 4-year scholarships for recipients. Combined funding, mentorship, and marketing support for sustainability. Challenges & Mindset Entrepreneurship requires planning, resilience, and community support. Dr. Smith saved money before leaving her job and leveraged relationships for growth. Quote: “Entrepreneurs will work 80 hours for themselves but don’t want to work 40 hours for someone else.” Top 3 Mistakes Entrepreneurs Make Lack of research: Understand your industry, competitors, and market. No revenue model: If you’re not making money, it’s a hobby, not a business. Ignoring relationships: Networking and partnerships are key to success. Unique Marketing & Partnerships Dr. Smith built direct relationships with brands, bypassing agencies that offered “pennies on the dollar.” Created a dual revenue model: B2B (corporate partnerships) + B2C (community engagement). Core Philosophy Motto: Believe, Plan, Win. Quote: “Those that show up, go up.” Success is rooted in faith, persistence, and leveraging community. Notable Quotes “I was born to be an entrepreneur. My mother told me, until you become your own boss, you have to follow the rules.” “Less than 1% of Black women get VC funding—so we created our own fund.” “Relationships are your key to success. When social media goes away, your audience remains.” “If you have a business and you don’t have money, you’ve got a hobby.” “God will not birth anything inside of you that He will not give you the tools to deliver.” #SHMS #STRAW #BESTSupport the show: https://www.steveharveyfm.com/See omnystudio.com/listener for privacy information.

Listen and subscribe to Money Making Conversations on iHeartRadio, Apple Podcasts, Spotify, www.moneymakingconversations.com/subscribe/ or wherever you listen to podcasts. New Money Making Conversations episodes drop daily. I want to alert you, so you don’t miss out on expert analysis and insider perspectives from my guests who provide tips that can help you uplift the community, improve your financial planning, motivation, or advice on how to be a successful entrepreneur. Keep winning! Two-time Emmy and Three-time NAACP Image Award-winning, television Executive Producer Rushion McDonald interviewed Dr. Cameka Smith. Founder of The BOSS Network, from Money Making Conversations Masterclass: Purpose of the Interview The interview aimed to: Highlight The BOSS Network’s mission to empower women of color through entrepreneurship, career development, and community support. Share Dr. Smith’s personal journey from layoff to leadership, inspiring others to embrace entrepreneurship. Discuss strategies for business success, funding opportunities, and mentorship for Black female founders. Key Takeaways Origin of The BOSS Network Founded in 2009 during the recession after Dr. Smith was laid off from Chicago Public Schools. Initially started as local events in Chicago; now a digital community reaching 200,000 women nationwide. Mission: Bringing Out Successful Sisters (BOSS)—promoting small business spirit and career growth. Impact & Achievements Invested in 100 Black female founders through grants. Trained 50,000 women on business strategies. Coached 10,000 women on starting businesses. Created Boss Business University, offering mentorship and digital programs. Pivot During COVID Shifted from 35% event-based revenue to 75% digital. Launched Boss Impact Fund and Invest in Progress Grant: $10,000 grants + 4-year scholarships for recipients. Combined funding, mentorship, and marketing support for sustainability. Challenges & Mindset Entrepreneurship requires planning, resilience, and community support. Dr. Smith saved money before leaving her job and leveraged relationships for growth. Quote: “Entrepreneurs will work 80 hours for themselves but don’t want to work 40 hours for someone else.” Top 3 Mistakes Entrepreneurs Make Lack of research: Understand your industry, competitors, and market. No revenue model: If you’re not making money, it’s a hobby, not a business. Ignoring relationships: Networking and partnerships are key to success. Unique Marketing & Partnerships Dr. Smith built direct relationships with brands, bypassing agencies that offered “pennies on the dollar.” Created a dual revenue model: B2B (corporate partnerships) + B2C (community engagement). Core Philosophy Motto: Believe, Plan, Win. Quote: “Those that show up, go up.” Success is rooted in faith, persistence, and leveraging community. Notable Quotes “I was born to be an entrepreneur. My mother told me, until you become your own boss, you have to follow the rules.” “Less than 1% of Black women get VC funding—so we created our own fund.” “Relationships are your key to success. When social media goes away, your audience remains.” “If you have a business and you don’t have money, you’ve got a hobby.” “God will not birth anything inside of you that He will not give you the tools to deliver.” #SHMS #STRAW #BESTSee omnystudio.com/listener for privacy information.

Listen and subscribe to Money Making Conversations on iHeartRadio, Apple Podcasts, Spotify, www.moneymakingconversations.com/subscribe/ or wherever you listen to podcasts. New Money Making Conversations episodes drop daily. I want to alert you, so you don’t miss out on expert analysis and insider perspectives from my guests who provide tips that can help you uplift the community, improve your financial planning, motivation, or advice on how to be a successful entrepreneur. Keep winning! Two-time Emmy and Three-time NAACP Image Award-winning, television Executive Producer Rushion McDonald interviewed Dr. Cameka Smith. Founder of The BOSS Network, from Money Making Conversations Masterclass: Purpose of the Interview The interview aimed to: Highlight The BOSS Network’s mission to empower women of color through entrepreneurship, career development, and community support. Share Dr. Smith’s personal journey from layoff to leadership, inspiring others to embrace entrepreneurship. Discuss strategies for business success, funding opportunities, and mentorship for Black female founders. Key Takeaways Origin of The BOSS Network Founded in 2009 during the recession after Dr. Smith was laid off from Chicago Public Schools. Initially started as local events in Chicago; now a digital community reaching 200,000 women nationwide. Mission: Bringing Out Successful Sisters (BOSS)—promoting small business spirit and career growth. Impact & Achievements Invested in 100 Black female founders through grants. Trained 50,000 women on business strategies. Coached 10,000 women on starting businesses. Created Boss Business University, offering mentorship and digital programs. Pivot During COVID Shifted from 35% event-based revenue to 75% digital. Launched Boss Impact Fund and Invest in Progress Grant: $10,000 grants + 4-year scholarships for recipients. Combined funding, mentorship, and marketing support for sustainability. Challenges & Mindset Entrepreneurship requires planning, resilience, and community support. Dr. Smith saved money before leaving her job and leveraged relationships for growth. Quote: “Entrepreneurs will work 80 hours for themselves but don’t want to work 40 hours for someone else.” Top 3 Mistakes Entrepreneurs Make Lack of research: Understand your industry, competitors, and market. No revenue model: If you’re not making money, it’s a hobby, not a business. Ignoring relationships: Networking and partnerships are key to success. Unique Marketing & Partnerships Dr. Smith built direct relationships with brands, bypassing agencies that offered “pennies on the dollar.” Created a dual revenue model: B2B (corporate partnerships) + B2C (community engagement). Core Philosophy Motto: Believe, Plan, Win. Quote: “Those that show up, go up.” Success is rooted in faith, persistence, and leveraging community. Notable Quotes “I was born to be an entrepreneur. My mother told me, until you become your own boss, you have to follow the rules.” “Less than 1% of Black women get VC funding—so we created our own fund.” “Relationships are your key to success. When social media goes away, your audience remains.” “If you have a business and you don’t have money, you’ve got a hobby.” “God will not birth anything inside of you that He will not give you the tools to deliver.” #SHMS #STRAW #BESTSteve Harvey Morning Show Online: http://www.steveharveyfm.com/See omnystudio.com/listener for privacy information.

Watch the full episode on our YouTube channel: youtube.com/@mreapodcastWhy are real estate agents posting more than ever but seeing fewer results?We sat down with Chelsea Peitz, a former real estate agent turned social media strategist with more than 70,000 Instagram followers and a new book, Uncopy Pastable, releasing this summer. After nearly two decades in the business, Chelsea now helps agents use social media to build trust and drive real conversations without burning out.Chelsea flips the script. Social media is not a content machine. It is a context machine.We break down why interest-based feeds have changed the game, why silent engagement is real, and why views and follower counts are the wrong metrics to chase. Instead, Chelsea shows us why meaningful metrics, direct messages, and daily conversations matter most.If you're tired of posting five times a week with little to show for it, this conversation will give you a simpler path forward. Talk to people. Build relationships. Let the results follow.Resources:Follow Chelsea Peitz on Instagram: @chelsea.peitz  Visit Chelsea Peitz's WebsiteUncopy Pastable by Chelsea Peitz (coming this summer)Order the Millionaire Real Estate Agent Playbook | Volume 3Connect with Jason:LinkedinProduced by NOVAThis podcast is for general informational purposes only. The views, thoughts, and opinions of the guest represent those of the guest and not Keller Williams Realty, LLC and its affiliates, and should not be construed as financial, economic, legal, tax, or other advice. This podcast is provided without any warranty, or guarantee of its accuracy, completeness, timeliness, or results from using the information.WARNING! You must comply with the TCPA and any other federal, state or local laws, including for B2B calls and texts. Never call or text a number on any Do Not Call list, and do not use an autodialer or artificial voice or prerecorded messages without proper consent. Contact your attorney to ensure your compliance.

Today, I'm joined by Sam O'Keefe, co-founder & CEO of Flex.   Enabling use of HSA and FSA funds at checkout, Flex unlocks tax-advantaged spending on preventative health products — from fitness and recovery to supplements and wearables.   In this episode, we discuss making "pay with HSA/FSA" as common as PayPal.    We also cover:   Confusion around HSAs & FSAs Value props for merchants and consumers Integrating with Equinox's membership flow    Subscribe to the podcast → insider.fitt.co/podcast  Subscribe to our newsletter → insider.fitt.co/subscribe  Follow us on LinkedIn → linkedin.com/company/fittinsider    Flex's Website: www.withflex.com  Shop with Flex: www.withflex.com/shop  Instagram: www.instagram.com/paywithflex/  LinkedIn: www.linkedin.com/company/withflex/  X (Twitter): https://x.com/paywithflex  Sam's Email: sam@withflex.com    -   The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem for fitness and health facilities.   Fitt Talent: https://talent.fitt.co/  Consulting: https://consulting.fitt.co/  Investments: https://capital.fitt.co/    Chapters: (00:00) Introduction (01:39) Sam's background (02:26) Why HSA/FSA funds are hard to use (04:00) Making HSA/FSA work (05:35) IRS regulations (07:05) The education problem (09:00) Merchant value proposition (10:30) Increased accessibility (11:10) API-first infrastructure (12:05) Custom integrations (14:40) Patterns across fitness, sleep, supplements, wearables (16:15) Women directing family healthcare spending (18:00) Subscription retention (19:15) Psychology of separate health spending pool (21:25) Equinox partnership (22:40) Seamless checkout integration vs reimbursement friction (24:15) Fitness language shift (25:05) Making HSA/FSA ubiquitous in every checkout (27:15) $150 billion underutilized in HSA/FSA accounts (28:40) Consumer marketplace (29:30) Growing B2C alongside B2B focus (30:30) 2026 priorities (32:33) Conclusion  

#332 | Dave is joined by Domi de Saint-Exupéry, CMO at Lemlist, a bootstrapped $40M ARR sales engagement platform, to break down exactly how she turned $1.2M in marketing spend into $31M in new ARR in 2025. Domi shares the full breakdown of every channel, agency, influencer strategy, and partnership play that drove results. This includes how they went from $0 to $500K in paid ads, why partnerships are the most underrated B2B growth channel, how they built a micro-influencer program, and what AI use cases are actually working (and which are overrated). If you want real numbers and real playbooks, this one's for you.Timestamps(00:00) - Introduction: $1.2M in spend, $31M in new ARR (03:36) - What Lemlist does and how the company got to $40M ARR (06:51) - Going from $0 to $500K in paid ads: what triggered the shift (11:06) - How to execute paid ads well: outsourcing vs. in-house, and scaling by channel (17:21) - LinkedIn ads creative: why "on-brand and safe" was the wrong approach (21:51) - Mistakes made in paid: Snapchat, Spotify, and channels that didn't work (25:21) - The micro-influencer playbook: how to find, brief, and measure creators (35:59) - How influencer content compounds with paid ads and outbound (the Julio story) (41:29) - Partnerships: why $450K went here and why it's the most underrated B2B channel (49:59) - AI in marketing: what's overrated (content generation) and what's actually working Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive.Optimizely - An AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Get a free, personalized 45-minute AI workshop to help you identify the best AI use cases for your marketing team and map out where agents can save you time at optimizely.com/exitfive (PS - you'll get a FREE pair of Meta Ray Bans if you do). Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.  ***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

Kyle Hegarty is a gifted, story-centric writer, as evidenced by his first book, The Accidental Business Nomad. Kyle's newest book describes the sales recession B2B sales teams are facing and offers remedies to overcome sales ineffectiveness rooted in an outdated playbook.The book is Sales Punks, and in this easy-to-follow narrative, Kyle explains the difference between the seller's journey and the buyer's journey and why that mindset shift is required. We also learn why most reps don't hit sales quotas, why that trend continues to drop, and why training is being scrapped throughout sales organizations.You do not need to work in sales to enjoy this conversation or the book. At the end, Mark treats us to his seven favorite sales-centric books of all time.