Podcasts about b2b marketing

The strongest marketing leaders are not the ones with perfect plans. They are the ones who know how to lead through real life.And few people understand that better than Niki Hall and Dayle Hall.Niki, former CMO of Five9, and Dayle, CMO of SnapLogic, join Marketing Trends to share how they balance two big careers, raise a family, and approach marketing from completely different angles.They break down how they support each other through major job shifts, navigate brand versus demand debates, and build teams that can adapt to rapid change. They also explain how AI is reshaping customer experience, what metrics actually matter, and why modern leaders need both operational rigor and creative courage. Key Moments:00:00 Meeting the CMO Couple02:23 How They Met at Cisco05:08 Early Career Moments That Shaped Them08:16 When Their Marketing Paths Split10:11 Growing Up as Marketers Inside Cisco12:00 Balancing Two Big Careers and a Family13:40 The Realities of Career Timing and Tradeoffs15:56 Parenting, Travel, and Real-Life Leadership18:15 Why Community Matters for Working Parents20:38 Helping the Next Generation of Leaders23:20 Marketing in 2026 and the Impact of AI24:43 Brand vs Demand and How They Debate It31:17 What They Learned From Each Other's Strengths32:00 Org Design and Building a Modern Marketing Team51:03 Career Pivots, Pressure, and Personal Growth1:12:54 Lightning Round and Final Takeaways  This episode is brought to you by Lightricks. LTX is the all-in-one creative suite for AI-driven video production; built by Lightricks to take you from idea to final 4K render in one streamlined workspace.Powered by LTX-2, our next-generation creative engine, LTX lets you move faster, collaborate seamlessly, and deliver studio-quality results without compromise. Try it today at ltx.studio Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Everybody loves a good origin story, but not every story is worth retelling. The real skill is knowing when to evolve, not repeat.That's the lesson of Andor, the Star Wars series that turned subtle storytelling into a strategy for lasting relevance. In this episode, we explore its B2B marketing takeaways with the help of our special guest Rachel Sterling, CMO of Identity Digital. Together, we break down what B2B marketers can learn from spotting product fatigue early, tailoring stories for evolving audiences, and creating content that sparks conversation, not just clicks.About our guest, Rachel SterlingRachel Sterling serves as Chief Marketing Officer where she is focused on expanding Identity Digital's impact on driving awareness and adoption of our top level domain portfolio. Prior to joining Identity Digital, Rachel held senior leadership positions at Proximie, Instagram, Twitter, and Google where she developed impactful strategies around product, integrated, content, and event marketing.Rachel also possesses a creative background, spending the first eight years of her career working in TV production and post-production. Rachel lives in Belmont, CA with her husband and two children.What B2B Companies Can Learn From Andor:Recognize when the story has run its course. Just like Disney realized Luke Skywalker's arc had reached its limits, Rachel ties that lesson to brand fatigue. Audiences, like customers, eventually want something new. As she puts it: “Their main characters had been exhausted… you have to consistently monitor for user sentiment.” Andor worked because it didn't cling to nostalgia; it built from a blank slate. In B2B, that means knowing when your message or product line has hit its ceiling and having the courage to reinvent before your audience tunes out.Segment for meaning, not just demographics. Disney didn't make Andor for everyone. It made it for the fans who grew up with A New Hope. Rachel explains: “By exploring more mature themes, you're building content specifically for the core audience that had been there since the very beginning.” The same rule applies in B2B. As your audience evolves, so should your tone, themes, and depth. Mature buyers crave nuance; new ones need accessibility. Build the right story for the right segment, and you'll meet each generation where they are, not where they were.Make content that talks back. Rachel points out that Andor isn't a passive show. It demands engagement long after the credits roll. As she says: “Content no longer exists in a passive experience… The sign of a good show is when you can engage in conversation beyond just a simple, ‘that was good.'” In B2B, the same holds true. The best content doesn't just get attention; it gets people talking, sharing, and connecting around a shared idea. Don't settle for applause, aim for conversation that keeps your brand in motion.Quote“Just because you feel affinity for the product does not mean that people will continue to share that affinity. I definitely think that marketers, from seeing the decision that Disney made to Greenlight Andor, can take away the message [to] understand when you have product fatigue.”Time Stamps[00:55] Meet Rachel Sterling, Chief Marketing Officer at Identity Digital[01:51] Why Andor?[03:36] The Role of CMO at Identity Digital[04:45] What is Andor?[22:32] B2B Marketing Lessons from Andor[42:14] Identity Digital's Brand and Content Strategy[45:52] Advice for First-Time CMOs[48:27] Final Thoughts and TakeawaysLinksConnect with Rachel on LinkedInLearn more about Identity DigitalAbout 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.

This conversation explores how Refine Labs drives measurable B2B SaaS growth through demand strategy, paid media optimization, creative execution, and AI-era marketing fundamentals. Listeners gain a clear understanding of how modern demand generation, positioning, and strategic rigor create predictable pipeline and revenue outcomes.Topics CoveredRefine Labs' evolution, revenue milestones, and agency repositioningStrategic focus on digital strategy, paid media, creative production, and demand generationThe Brand–Demand–Expand model for allocating budget and improving pipelineData-driven onboarding: audits across paid media, creative, ICP, website, attribution, content, and journey frictionDemand creation vs. demand capture and how to rebalance budgetsFounder-led marketing vs. diversified marketing enginesRetention, upsell, and cross-sell as key growth levers in enterpriseAI's real impact on marketing, strategy, measurement, and competitive advantageWebsite clarity, LLM discoverability, and digital PR for AI-era visibilityAuthenticity, trust, and human content in an AI-saturated worldQuestions This Video Helps AnswerHow can B2B SaaS companies increase qualified pipeline by 50% or more within 8 months?What should a modern B2B demand generation agency actually deliver?How do you balance budget across brand, demand creation, and demand capture?How should companies approach self-reported attribution at scale?What's the role of founder-led marketing now that organic reach is declining?When should companies prioritize retention and expansion over new acquisition?How is AI affecting content, measurement, and go-to-market strategy?How do B2B brands optimize for ChatGPT, Perplexity, Grok, and Google AI overviews?Jobs, Roles, and Responsibilities MentionedCEOCOOChief Operating Officer (previous role)FounderAccount ManagementCustomer SuccessPaid Media ManagerMarketing LeaderCFOSalesPost-sale functionsDigital marketing teamsCreative and content teamsKey TakeawaysRefine Labs' strongest levers remain digital strategy, paid advertising, and creative execution—these consistently deliver measurable pipeline gains.Companies often overweight short-term demand capture; rebalancing budgets toward brand and demand creation improves long-term efficiency.A rigorous onboarding process—auditing ICP, messaging, media accounts, website friction, attribution, content, and revenue history—is essential for custom growth strategy.Founder-led marketing is an asset but not a sustainable long-term strategy; brands need diversified engines not tied to one person.Enterprise companies can drive massive growth from retention, upsell, and cross-sell, often surpassing net-new acquisition impact.Authenticity, human insight, and trust are becoming more valuable as AI makes generic content ubiquitous.LLM visibility depends on consistent positioning, clear messaging, and strong third-party brand mentions—not hacks or shortcuts.AI should be used only where it improves outcomes: better insights, faster execution, smarter experiments, and strategic amplification.Frameworks and Concepts MentionedBrand–Demand–Expand modelDemand creation vs. demand captureClosed-won / closed-lost analysisIdeal Customer Profile (ICP) validationSelf-reported attributionShare of searchDigital buying journey auditRetention / upsell / cross-sell leversAI-powered benchmarking and structured experimentation

A CMO Confidential Interview with Michael Treff, the CEO of Code and Theory joins us for our 150th Show to share observations on the major forces impacting the B2B space. Michael details how "empowered buyers" are forcing sellers to increase focus on customer value creation and transforming marketing and sales from "leads to information" which is also shifting spending to capital expense. Key topics include: why the next AI frontier is customer experience; the need for companies to have both a long and short-term AI plans; why budgeting won't get any easier and; the gap between the CX problems and CX actions. Tune in to hear why you need to have an "AI plan for your humans" and learn if you need " a personalized relationship with your mustard."CMO Confidential #150: Michael Treff on B2B's Year-In-Review, What's Next, and How AI Will Actually Drive Growth**B2B is being rebuilt from the core. Michael explains why budgets are shifting from media to infrastructure, how the funnel is being rewritten by agentic search, and where AI must move from efficiency to growth. We also cover the KPIs that matter, budgeting realism for 2026, and three things every CMO should know by the end of next year. Sponsored by Typeface—the agentic AI marketing platform helping brands turn one idea into thousands of on-brand experiences. Learn more: typeface.ai/cmo. **Chapters**00:00 Intro + show setup01:00 Sponsor: Typeface — agentic AI marketing, enterprise-grade & integrated02:00 Guest intro: Michael Treff, CEO of Code and Theory03:00 B2B landscape: investment shifts, changing journeys, disintermediation07:00 From MQLs to value: sales enablement and end-to-end outcomes10:00 Mid-roll: Typeface ARC agents & content lifecycle11:00 Why suites win: implementation and value realization after the sale15:00 AI phases: Wave 1 (efficiency) → Wave 2 (growth) pressures on agencies17:00 CX as the bridge: measure outcomes, not vanity metrics22:00 Roadmaps, humans, and culture—planning beyond point tools26:00 Budget reality check: deliberation, polarization, and trade-offs29:00 Personalization vs. business impact—what to fund and measure33:00 By end of 2026: know your human plan, AI maturity, and new journeys35:00 2026 prediction: the ROI vice tightens—agencies must be consultative36:00 Closing advice: “Interrogate everything yourself.”38:00 Wrap + where to find past episodes39:00 Sponsor close: Typeface—see how ASICS & Microsoft scale personalization**About our sponsor, Typeface** @typefaceai is the first multimodal, agentic AI marketing platform that automates workflows from brief to launch, integrates with your MarTech stack, and delivers enterprise-grade security—named AI Company of the Year by Adweek and a TIME Best Invention. Learn more: typeface.ai/cmo. **Tags**B2B marketing, enterprise marketing, customer experience, AI marketing, agentic AI, marketing ROI, sales enablement, Code and Theory, Michael Treff, Mike Linton, CMO strategy, marketing budget, personalization, Martech, TypefaceSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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

B2B ChatGPT Prompts Vorlagen gratis? ➔ Hier laden: https://xhauer.com/downloads-podcast Gratis AI LEAD MAGNET GENERATOR ➔ Lead Magnet erstellen in 20 Min, der verkauft: https://xhauer.com/ai-generator-pod WORKSHOP "Volle Leads-Pipeline durch virtuelle KI-Marketing-Mitarbeiter in ChatGPT & LinkedIn" ➔ Hier ansehen: https://xhauer.com/workshop-pod ERWÄHNTE FOLGEN:➔ Marketing & Sales ICP Guide: https://youtu.be/HjZWtWbZAR4In dieser Folge zeige ich die drei KI-Prompts, die im B2B-Marketing wirklich abliefern. Wie schärft ihr euer ICP, sodass Kampagnen greifen? Wie baut ihr einen Lead-Magneten, für den Zielkunden gerne ihre Daten hergeben? Und wie wird aus bestehendem Content eine E-Mail-Serie? Prompts und Vorlagen gibt's kostenlos dazu.Wenn du neu auf meinem Kanal bist:Mein Name ist Michael Asshauer. Ich bin Gründer und Geschäftsführer von XHAUER. Mein Team und ich helfen jeden Tag Anbietern im komplexen und technischen B2B, ihre Pipeline mit guten Verkaufsgelegenheiten zu füllen. Durch eine systematische Kombination aus Performance- und Content-Marketing. Ganz ohne Bunte-Bildchen-Marketing, sondern datengetrieben nach dem Grundsatz “Do more of what works”.Ein paar Fakten für dich, wie ich hierher gekommen bin und welche Reise ich auf diesem Kanal dokumentiere:25 Jahre: Gründung meines ersten Technologie-Unternehmens Familonet25 Jahre: Abschluss meiner Studiengänge Volkswirtschaftslehre, Betriebswirtschaftslehre und International Business (Hamburg & Melbourne)28 Jahre: Ausgründung unserer B2B-Software-Entwicklungsagentur onbyrd 30 Jahre: Übernahme unserer Unternehmen durch den Daimler-Konzern (heute Mercedes-Benz Group AG)31 Jahre: Gründung meiner Business-Content-Plattform “Machen!”32 Jahre: Gründung meines Performance-Recruiting-Unternehmens Talentmagnet (und anschließender Verkauf)34 Jahre: Gründung unserer B2B-Marketing-Agentur & Beratung XHAUER, gemeinsam mit Paula.Heute: Paula, unser Team und ich sind auf dem Weg, eine der besten B2B-Agenturen & Beratungen weltweit aufzubauen.Auf diesem Kanal teile ich alle Erkenntnisse, Learnings und Best Practices aus Tausenden Kampagnen offen mit dir, sodass du sie für euer Marketing anwenden kannst.Für B2B-Marketing, das die Pipeline füllt.Dein Michael Hosted on Acast. See acast.com/privacy for more information.

Viele Unternehmen kämpfen damit, ihre Pipeline wirklich verlässlich zu füllen. Gleichzeitig liegt die Lösung oft direkt vor ihnen: ein klar positioniertes B2B-Marketing, das Video nicht als „Content-Format“, sondern als systematischen Vertrauensbooster nutzt. Genau darüber spreche ich mit Michael Asshauer – Tech-Founder, Kopf hinter XHAUER und Experte für skalierbares B2B-Marketing, das messbar Neukunden gewinnt und die Effizienz im Vertrieb steigert. Wir gehen darauf ein, wie Unternehmen mit smartem Performance-Marketing, relevanten Inhalten und einer sauberen Positionierung ihre Sichtbarkeit erhöhen und gleichzeitig Kosten senken, indem sie Prozesse radikal vereinfachen. Besonders spannend: Wie Videos auf LinkedIn, in Webinaren oder im Remarketing dafür sorgen, dass Leads schneller qualifiziert werden und Sales-Teams weniger Zeit verlieren. Michael zeigt, warum viele Unternehmen gerade jetzt ihre Chance verspielen, weil sie sich zu sehr von Regulierung, Angst vor Neuem oder veralteten Strukturen bremsen lassen. Stattdessen braucht es Mut zur Digitalisierung, klare Botschaften und ein Marketing-Setup, das Wachstum ermöglicht. Wir sprechen auch über KI, Remote Work und darüber, warum Innovation nicht durch Perfektion entsteht, sondern durch konsequentes Machen. Am Ende bekommst Du konkrete Impulse, wie Du Video so einsetzt, dass Dein Unternehmen attraktiver wahrgenommen wird, Vertrauen aufbaut und sich souverän vom Wettbewerb abhebt. In dieser Folge erfährst Du ✅ Wie Video Deine Pipeline stärkt und Leads schneller qualifiziert ✅ Warum Positionierung & Performance der Hebel für planbares Wachstum sind ✅ Wie KI & Automatisierung Prozesse vereinfachen und Effizienz steigern ✅ Welche Chancen Unternehmen verlieren, wenn sie Digitalisierung verschleppen ✅ Wie Du mit Video Vertrauen aufbaust und Neukunden gewinnst Mehr zu meinem Thema Videokommunikation 4.0 erfährst Du hier: Meine Website: https://www.coporate-studio.de Mein LinkedIn Profil: https://www.linkedin.com/in/florian-gypser/ Du hast ein Thema rund um Corporate Videokommunikation, zu dem Du gerne einmal einen Podcast mit mir hören möchtest? Oder Du hast spannende Inhalte zum Thema und möchtest gerne mal Gast in meinem Podcast sein? Dann schreib mir an podcast@corporate-studio.de

In dieser Folge spricht Host Christian Ehlers mit Christopher Feist, CEO & Co-Founder von Papair – dem Startup, das mit PapairWrap eine nachhaltige Luftpolsterlösung aus Papier entwickelt und produziert. Zuletzt konnte das Unternehmen verkünden, dass die Produkte bei der Dirk Rossmann GmbH und der Paulmann Licht GmbH zum Einsatz kommen.

In this special Thanksgiving episode, Donna Peterson, President of World Innovators, shares a meaningful story of transformation — how shifting from a 'sales-first' mindset to a 'give-first' philosophy became the foundation for deeper trust, stronger relationships, and sustainable business growth.Drawing from her decades of experience in industrial and B2B marketing, Donna highlights one of the most overlooked marketing tools available to businesses today: active association membership.This episode answers the key question:How can B2B companies leverage association memberships to boost SEO and drive industry growth?From backlinks in member directories to building trust through thought leadership and networking, Donna outlines exactly how associations offer both visibility and credibility — two critical pillars of relationship-based B2B marketing.You'll walk away with specific, practical steps to strengthen your brand's presence and help your industry grow.Timestamps:00:00 Reflecting on Thankfulness01:03 The Power of a Mindset Shift03:55 Embracing Association Membership06:51 Actionable Steps for B2B Companies10:07 Building Relationships Through In-Person Events12:04 Maximizing Association Membership Benefits14:34 Final Thoughts and Thanksgiving WishesStay Connected:If you're interested in building stronger relationships through smarter B2B marketing, Donna would love to connect.Email: dpeterson@worldinnovators.comPhone: 860-846-7404Website: www.worldinnovators.com *** Reach out to dpeterson@worldinnovators.comif you'd like help building a marketing strategy that builds relationships and/or AI training for individuals or full teams. *** Visit www.worldinnovators.comfor more resources on building stronger marketing and leadership strategies. *** Subscribe to the B2B Marketing Excellence & AI Podcast for weekly insights into marketing, leadership, and the future of AI.

How to LinkedIn?Gastvorlesung als Videopodcast.In dieser Episode des Podcasts spricht Peter mit Robert Heineke, dem Gründer von Leaders Media, über seine Reise in die Selbstständigkeit, die Bedeutung von LinkedIn im Marketing und die Herausforderungen, die mit der Nutzung der Plattform verbunden sind. Robert teilt wertvolle Einblicke in die Entwicklung von Content-Strategien, Networking und die Fehler, die viele Nutzer auf LinkedIn machen. Zudem gibt er Tipps für Studierende, wie sie LinkedIn effektiv für ihre Karriere nutzen können.www.leadersmedia.dewww.linkedin.com/in/robert-heinekeTakeawaysRobert Heineke ist Gründer von Leaders Media und Experte für LinkedIn-Marketing.Die Selbstständigkeit begann mit einem YouTube-Kanal und der Suche nach einem Business-Case.LinkedIn vereint verschiedene Welten und ist entscheidend für B2B-Marketing.Content-Strategien sind wichtig, um Sichtbarkeit und Vertrauen zu gewinnen.Fehler auf LinkedIn sind oft mangelnde persönliche Darstellung und unklare Profile.Networking ist entscheidend, um relevante Kontakte zu knüpfen.Die Qualität des Contents ist wichtiger als die Quantität der Posts.Persönliche Bilder erhöhen die Reichweite von Posts erheblich.Die ersten Minuten nach dem Posten sind entscheidend für die Reichweite.Studierende sollten sich trauen, aktiv auf LinkedIn zu sein und Inhalte zu teilen.Chapters00:00 Einführung und Vorstellung des Gastes03:21 Der Weg zur Selbstständigkeit05:56 Die Gründung von Leaders Media09:13 LinkedIn als Marketing-Tool11:56 Die Bedeutung von Content-Strategien14:55 Erfolgreiche LinkedIn-Strategien18:04 Fehler auf LinkedIn und Optimierungsmöglichkeiten22:38 Content-Strategien für LinkedIn23:55 Postfrequenz und Timing26:07 Textlängen und Hashtags27:12 Algorithmus und Reichweite29:23 Interaktion und Engagement32:14 Netzwerkaufbau und Kontaktpflege34:13 Unternehmensseiten und Branding36:16 Social Selling auf LinkedIn38:42 Zukunft von LinkedIn40:24 Tipps für Studierende auf LinkedInKeywordsLinkedIn, Marketing, Selbstständigkeit, Content-Strategie, Networking, Fehler vermeiden, Unternehmensberatung, B2B, Social Selling, digitale Sichtbarkeit

Leslie Forde is the CEO and founder of Mom's Hierarchy of Needs, a long-time B2B marketer, a strategic advisor to HubSpot, and the author of Repair with Self Care. She also runs the longest running national parent study on pandemic and post pandemic mental health. In this episode of Women in B2B Marketing, we talk about the emotional, mental, and logistical load carried by working women and why burnout has quietly become a default state for so many of us.Leslie shares why women struggle to ask for what we need, how the past five years have reshaped the caregiving landscape, and what leaders and companies can do to support caregivers instead of unintentionally burning them out. We also unpack the rise of the Hype Women movement, the importance of making space for asks, and how community can fuel both confidence and belonging.Here is what we cover:Why self care scores have dropped below pre pandemic levels in her national studyWarning signs of burnout that appear long before we notice themWhy high achieving women struggle to ask for help or supportThe unseen load mothers carry and how it affects work, relationships, and healthWhat employers misunderstand about caregivers and the simple changes that matterWhy ERGs often run on unpaid labor from women and how leaders can fix thatThe link between psychological safety, vulnerability, and the ability to ask for what you needHow the Hype Women movement creates space for community, courage, and honest requestingWhy many mothers feel like they are failing in every role and what actually drives that feelingHow women can start reclaiming time, rest, and care in realistic attainable waysKey Links:Guest: Leslie Forde: https://www.linkedin.com/in/lesliefordeHer book, Repair with Self Care: https://a.co/d/fu3UGesMom's Hierarchy of Needshttps://momshierarchyofneeds.comHost: Jane Serra: https://www.linkedin.com/in/janeserra––Like WIB2BM? A quick rating or review helps new listeners find the show.

For our 100th episode, host Guy Bauer shares the real secret behind Umault's best work - a lesson sparked by a surprising message from Ann Handley. Instead of starting with strategy or “what works,” great B2B creative begins with three things: joy, experimentation, and fearless truth-telling. In this episode, Guy breaks down why most brands get this backwards, how honesty creates connection, and why taking creative risks pays off more than playing it safe. If you're tired of corporate white noise and want your ideas to actually stand out, this one's for you.

B2B Video-Marketing Praxis-Vorlagen gratis? ➔ Hier laden: https://xhauer.com/downloads-podcast WORKSHOP "Volle Leads-Pipeline durch virtuelle KI-Marketing-Mitarbeiter in ChatGPT & LinkedIn" ➔ Hier ansehen: https://xhauer.com/workshop-pod Gratis AI LEAD MAGNET GENERATOR ➔ Lead Magnet erstellen in 20 Min, der verkauft: https://xhauer.com/ai-generator-pod Zu Florian Gypser:➔ https://www.linkedin.com/in/florian-gypser➔ https://corporatestudio.deIm Gespräch mit Florian Gypser teile ich meine Erfahrungen und Praxistipps, wie B2B-Unternehmen Video-Marketing klug einsetzen können, um Leads und Kunden zu generieren. Wir besprechen: Wie startet man schnell und einfach mit Video-Marketing? Welche Videos machen an welcher Stelle im Marketing Sinn? Welche Rolle spielen Webinare beim Video-Marketing? Wie lassen sich Videos und Lead-Generierung verbinden? Was ist die einfachste Möglichkeit, um Videos zu produzieren? Wie verbindet man Video-Content und Thought Leadership? Wie können selbst eingestaubte Mittelständler beginnen, regelmäßig Videoinhalte zu veröffentlichen?Wenn du neu auf meinem Kanal bist:Mein Name ist Michael Asshauer. Ich bin Gründer und Geschäftsführer von XHAUER. Mein Team und ich helfen jeden Tag Anbietern im komplexen und technischen B2B, ihre Pipeline mit guten Verkaufsgelegenheiten zu füllen. Durch eine systematische Kombination aus Performance- und Content-Marketing. Ganz ohne Bunte-Bildchen-Marketing, sondern datengetrieben nach dem Grundsatz “Do more of what works”.Ein paar Fakten für dich, wie ich hierher gekommen bin und welche Reise ich auf diesem Kanal dokumentiere:25 Jahre: Gründung meines ersten Technologie-Unternehmens Familonet25 Jahre: Abschluss meiner Studiengänge Volkswirtschaftslehre, Betriebswirtschaftslehre und International Business (Hamburg & Melbourne)28 Jahre: Ausgründung unserer B2B-Software-Entwicklungsagentur onbyrd 30 Jahre: Übernahme unserer Unternehmen durch den Daimler-Konzern (heute Mercedes-Benz Group AG)31 Jahre: Gründung meiner Business-Content-Plattform “Machen!”32 Jahre: Gründung meines Performance-Recruiting-Unternehmens Talentmagnet (und anschließender Verkauf)34 Jahre: Gründung unserer B2B-Marketing-Agentur & Beratung XHAUER, gemeinsam mit Paula.Heute: Paula, unser Team und ich sind auf dem Weg, eine der besten B2B-Agenturen & Beratungen weltweit aufzubauen.Auf diesem Kanal teile ich alle Erkenntnisse, Learnings und Best Practices aus Tausenden Kampagnen offen mit dir, sodass du sie für euer Marketing anwenden kannst.Für B2B-Marketing, das die Pipeline füllt.Dein Michael Hosted on Acast. See acast.com/privacy for more information.

#306 Executive Insights | This episode was recorded live at our annual event, Drive 2025. I hosted Sylvia LePoidevin (CMO, Kandji), Trinity Nguyen (CMO, UserGems), and Natalie Taylor (Head of Marketing, Capsule) for a leadership panel breaking down what's working in B2B marketing. They get into events that reliably create pipeline, outbound that still converts, media plays LLMs keep citing, and the tactics they've stopped running (like generic webinars that no one shows up for).Want to come to Drive next year? Head over to exitfive.com/drive to join the waitlist for Drive 2026 and be the first to know when tickets go on sale.Timestamps(00:00) - – Intro + Drive 2025 context (02:47) - – Meet the speakers: Sylvia, Trinity, Natalie (04:39) - – The one thing each leader refuses to give up (04:50) - – How Capsule turns events into their #1 pipeline channel (08:53) - – Why outbound still works (and how UserGems does it) (13:46) - – How Kandji built a media property that LLMs actually cite (18:12) - – Plays they stopped doing (blogs, generic content, virtual thought leadership) (25:56) - – Playing offense: Shark Tank Day and GTM alignment (31:20) - – Team wide alignment strategies that drive revenue Join 50,0000 people who get our Exit Five Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Today's episode is brought to you by Knak.Email (in my humble opinion) is the still the greatest marketing channel of all-time.It's the only way you can truly “own” your audience.But when it comes to building the emails - if you've ever tried building an email in an enterprise marketing automation platform, you know how painful it can be. Templates are too rigid, editing code can break things and the whole process just takes forever. That's why we love Knak here at Exit Five. Knak a no-code email platform that makes it easy to create on-brand, high-performing emails - without the bottlenecks.Frustrated by clunky email builders? You need Knak.Tired of ‘hoping' the email you sent looks good across all devices? Just test in Knak first.Big team making it hard to collaborate and get approvals? Definitely Knak.And the best part? Everything takes a fraction of the time.See Knak in action at knak.com/exit-five. Or just let them know you heard about Knak on Exit Five.***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

Topic: Paris' Leadership in Europe's Deep Tech. Tiffany Nwahiri discusses her childhood and professional journey (01:22), why Paris is emerging as Europe's deep-tech leader (16:12), French startups - beyond Mistral AI - that have caught her attention (21:58), the sovereignty and ethics stakes for Europe in deep tech (25:10), U.S. misconceptions about Paris as a tech hub (29:58), her motivation for expanding in Europe (31:32), the importance of meaningful storytelling in the deep-tech sector (35:30), the differences between U.S. and European marketing approaches (37:12), the branding of European cities (46:49), and how marketing is portrayed in Netflix's “Emily in Paris” (48:32).

There's a whole narrative right now that “vibe coding is a bubble” and all the MRR from AI-built apps isn't real.In this episode, we chat with Jacob Klug, founder of the agency Creme, which specializes in building lovable MVPs on top of tools like Lovable and AI coding assistants. Jacob makes the case that most of the “AI apps are trash” discourse is really a skill issue, not a tool issue—and he breaks down the exact process his team uses to ship full platform-level apps in two-week sprints.We dig into how to scope and design software that doesn't look AI-generated, how to think about personal operating systems vs. SaaS, why ideas are getting worse even as tools get better, and how creators and agencies can turn niche domain expertise into real products.If you're an operator, marketer, or founder trying to figure out how to actually use AI coding tools (instead of just tweeting about them), this one's for you.GuestJacob Klug — founder of Creme, an agency building “lovable MVPs” and full-stack products with Lovable + AI tools; helps founders, startups & enterprises ship production apps in weeks without sacrificing UX.Guest LinksWebsite: https://www.creme.digital/LinkedIn: https://www.linkedin.com/in/jacob-klug-37b254156/X (Twitter): https://x.com/JacobsklugWhat You'll LearnWhy the “vibe coding is a bubble” take is mostly a skill and discipline problemHow Jacob's agency ships full startup-grade products using Lovable and AIThe PRD-first formula they use before ever opening a builderHow to decide when to build vs. when to buy software in 2025Why we're entering a wave of personal OSes and custom internal toolsHow to avoid shipping janky AI UI and make your app look intentionally designedThe mindset shift from “I could build anything” → “I will build this one specific thing”Why specializing in one AI tool (Lovable, Cursor, n8n, etc.) beats being “the AI guy”Tactical content and lead-gen plays for agencies on LinkedIn and YouTubeHow to learn AI tooling without getting paralyzed by the infinite possibilitiesTimestamps00:00 — Vibe coding: bubble or breakthrough?02:23 — Effective use of no-code tools05:23 — Stack and scoping for MVP development07:08 — Trends in personal software development10:33 — Personal projects: blood work analysis tool13:00 — Steps to start building custom software17:49 — Successful and unsuccessful product categories21:01 — Learning and adopting AI tools27:45 — Creator collaboration in software development32:14 — Lead generation strategies for AI-powered agenciesKey Topics & Ideas1. Bubble or Skill Issue?Why early no-code/AI apps looked jankyHow tools like Lovable increased automation from ~50% → ~85%The remaining 10–15% where real engineering still mattersMany failures come from non-devs skipping fundamentals2. How Creme Builds Lovable MVPsEvery project starts with a clear PRD (often drafted with ChatGPT)AI is used to tighten scope before buildingWhen Creme stays fully in Lovable vs. moving code to CursorUsing Lovable Cloud for hosting, database, and analytics3. Personal Operating Systems & Internal ToolsPeople replacing SaaS subscriptions with their own custom toolsIn a 20-person cohort, nearly everyone built workflow appsRise of the Personal OS: one system for life + workExample builds:Bloodwork tracker from PDF uploadsUnified messaging CRM (WhatsApp, Telegram, SMS, email)Automated 30-second sales briefings4. How to Learn AI Coding ToolsHalf the cohort hadn't built anything before startingMain blocker: overwhelm, not skillLearn core concepts: frontend vs. backend, auth, roles, securityBuild daily reps, focus on the next thing you need—not “all of AI”5. Designing Apps That Don't Look AI-GeneratedGood design is still the hardest and biggest edgeCreme process: build a /components library, define buttons/cards/inputs, assign stable IDsTools: Mobbin, Figma Community kits, 21st.devBest prompt: “Here's a screenshot → copy this.”6. What Works in Product IdeasMost of Creme's builds are full startup platforms, not micro-toolsAI makes shipping easier, but ideas are getting worse without depthReal advantage = domain expertise + niche problem + AI speed7. Creators x SoftwareCreators can now ship products without capitalJacob prefers retainers over equityAnalogy: Like creator brands—most fail, a few go huge8. Career Strategy: SpecializeFuture = verticalized expertise, not “AI generalists”Specialist lanes: Lovable, Cursor, n8n, automationBe the person for one tool + one market9. Content & Lead GenJacob's two rules for content: people are selfish and people are boredBuild content that teaches, sparks emotion, and creates curiosityPost ~5x/week, prioritize visual postsLong-term: YouTube deep dives for high-intent inboundSponsorToday's episode is brought to you by Graphed – an AI data analyst & BI platform.With Graphed you can:Connect data like GA4, Facebook Ads, HubSpot, Google Ads, Search Console, AmplitudeBuild interactive dashboards just by chatting (no Looker Studio/Tableau learning curve)Use it as your ETL + data warehouse + BI layer in one placeAsk:“Build me a stacked bar chart of new users vs. all users over time from GA4”…and Graphed just builds it for you.

How a Growth Mindset Drives B2B Marketing Success  In an increasingly competitive business environment inundated with digital noise, relying on “play it safe” tactics will only result in your brand drowning in a sea of sameness. The path to true differentiation, innovation, and standing out is not an easy one as it requires a significant mindset shift. For B2B marketing initiatives to succeed, you must create room for experimentation and data-driven discovery. How can B2B marketers approach this effectively and secure internal buy-in for it? That's why we're talking toVincent Weberink (Founder, Pzaz.io),who shares expert insights and proven strategies on how a growth mindset drives B2B marketing success. In this episode, Vincent talked about why design experiments are crucial in B2B marketing and highlighted the need for structured, data-driven growth experimentation. He shared his proven methodology consisting of ideation, ranking, and rapid prototyping designed to quickly and effectively validate concepts. Vincent also shared some common B2B marketing pitfalls that teams should avoid and emphasized the value of iterative testing and learning. He broke down how teams can build an entrepreneurial mindset and get internal buy-in for experimentation-driven B2B marketing. https://youtu.be/SlQa58iKf3k Topics discussed in episode: [2:09] The importance of running structured experiments in B2B marketing [5:21] Common challenges marketing teams face when designing and executing experiments [13:53] Key pitfalls marketing teams should avoid and some practical solutions [20:36] How to align internal teams and consistently generate strong experimental ideas [31:31] Actionable steps B2B marketers can take to run effective experiments: Understand and acknowledge that what you know is probably wrong Use ideation and designing experiments Trust your team Be creative in applying growth hacks Get external help if stuck Companies and links mentioned: Vincent Weberink on LinkedIn Pzaz.io Cisco Airbnb ChatGPT 13 Failures Later What The Hack?! Transcript Christian Klepp  00:00 In a B2B landscape that has become increasingly competitive and inundated with digital noise, using play it safe tactics will result in your brand drowning in a sea of sameness. That said, the path to differentiation, innovation and standing out is not an easy one, as it requires a change in mindset. You need to have room for experiments to truly create something that is relevant to customers. So how can B2B marketers do this, and how can they get internal buy in for it? Welcome to this episode of the B2B Marketers in a Mission podcast, and I’m your host, Christian Klepp. Today, I’ll be talking to Vincent Weberink, who will be answering this question. He’s the founder of pzaz.io who specializes in developing business growth through creative, structured data driven growth experimentation. Tune in to find out more about what this B2B marketers mission is. Christian Klepp  00:51 Vincent Weberink, welcome to the show.  Vincent Weberink  00:54 Hello Christian. Thank you very much. Pleasure to be here.  Christian Klepp  00:59 Absolutely I’ve been really looking forward to this conversation. I think we’re going to have a great time. We’re going to have a great discussion also about topics, and a main topic in particular that I think is going to be so relevant to B2B marketers and their teams in general. So you know, without further ado, let’s not keep the audience in suspense for too long. Let’s just jump straight into it. All right. So Vincent, you’re on a mission to drive business growth through creative, structured and data driven growth experimentation. So for this conversation, let’s focus on the following topic, which is how B2B marketers can create a mindset and design experiments to understand what customers want. That kind of sounds like it’s very, I’m going to say pedestrian, but it’s incredible, and I’m sure you’ll have plenty of case studies to show that there’s a lot of people out there that don’t follow this process, and then they get into trouble. So I’m going to kick off this conversation with two questions, and I’m happy to repeat them all right? So the first question is, why do you think that design experiments are important for marketing teams? And based on that, where do you see a lot of marketing teams struggle? Vincent Weberink  02:09 I think they’re very important because as human beings, we’re emotional when we make decisions. Problems is that, therefore when we try to drive growth. We have this idea about something, and then we tend to completely jump into it, build everything. Spend a lot of time and money and resources on building that thing that we believe is going to be very, very successful, and that takes a lot of time. And the reality is that most of the time you’re actually wrong, even though you think that you know your customer, even though you think that you know this is the best trick or marketing tactic that you’re developing. And what this experimentation model does, it sort of forces you to go through a very structured, almost scientific process, because there are some steps in there that help you to remove that emotion from your decision making.  Vincent Weberink  03:12 And an example of how decision making often is influenced is when you’re in a small team or a large team, you’re sitting around the table and you’re trying to brainstorm, say, oh, you know, we have this, this challenge. We’re launching a new product, or we’re changing something, and we need to communicate it, driving sales up. And then the people who are best sort of equipped with sales capabilities are the ones that you know will dominate the conversation, and what we tend to do is then listen to them, whereas there are other people around the table that you know, they might be more introverted, might say less, that also have really, really great ideas. So what happens is that you collect all these thoughts and ideas, and then the person that’s very good at selling is selling their idea to you, and you end up taking that one. But it has nothing to do with reality, whereas in the methodology that I’m sort of promoting, what you actually do is you try to capture as many ideas as possible, as quickly as possible, and then, in almost a democracy, you rank and rate them according to several criteria, and that will help you to make some of those ideas float. And the ones that pop up are the ones you should actually focus on, because now, within that democratic decision making process, you’ve tried to optimize the chances that one of those ideas will actually lead to much quicker success than any of the others. And you can also use it in the reverse, the ideas that completely sink because no one voted for them, maybe only just the person that was selling. You know that they go away. You just throw them away and forget. About them, because clearly they didn’t get enough support. And the other question you were asking, sorry focused on the first question.  Christian Klepp  05:08 No problem, absolutely, absolutely no. Well, that was a great way to, like, set up the conversation. And I guess it segues to the question, where do you see, based on what you said, where do you see a lot of marketing teams struggling? Vincent Weberink  05:21 Well, I see them often struggling is that they tend to spend money and time on just the ordinary things that everyone sort of accustomed to, because depending on the type of company you work in, that’s the safe choice, and that ultimately doesn’t really help you grow. It’s typically the stuff that you would never expect to work. And I’ll give you a great example of this in a moment that might give you this amazing growth overnight or amazing success. It doesn’t necessarily have to be growth. It can be specific campaign where you just need people to sign up, because you’re trying to obtain information from them and to get those people to sign up. It could be a problem. You’re designing your funnel, and then something isn’t really working.  Vincent Weberink  06:15 So in my experience, what happens is that people will say, Okay, let’s build a landing page. Let’s build a website, and let’s make it beautiful. Let’s make it perfect. But while you’re in this early stage, you have no clue if it’s going to work or not. You’re now wasting all of those resources where it’s so much better to very, very quickly, design experiments, run them as quickly as possible, see where something is happening, and then sort of iterate upon that specific experiment that you were running. And then slowly, over time, you get to a point where that experiment can be fleshed out, can be refined. You might do some A/B testing, and especially in the world we’re moving into with the rise of AI speed is everything past early days of when I was starting to do, you know, growth marketing or growth hacking, depending on what you like to call it. Let’s say 15 years ago, you could simply run an experiment, and that experiment could would last for certain periods of time. You could get away with some of the experiments, even running them for months. But with the rise of AI, what we’re seeing is that experiments only work for very, very short periods of time. And what I see with a lot of the marketing teams is that, you know, they’re not accustomed to driving fast and quickly running and failing fast, so that you can very quickly learn to see what ultimately what ultimately works.  Vincent Weberink  07:55 So a great example of something that I experienced it when I was running one of my startups, which was a streaming service, and I believed I got everything right. I was just convinced that there was nothing wrong with the product, but I wasn’t getting any traction, nothing, literally, no one was signing up, and I just couldn’t understand. So what I started to do is just run one experiment after another. First obviously, I went out and spoke to people, because that’s the first thing you should do most of the time, especially when you’re in startup mode, either a startup or you work for corporate, maybe running a division or launching a new product, you have no data. But if you read all of the books out there, they all tell you, Oh, let’s look at the data. Well, guess what? You don’t have any data. So what you need to do is you need to go and speak to people and find the soft data to really understand, you know, what’s going on. How do I create a product that people will be willing to buy, and I did that, and then it sort of confirmed that there was nothing wrong with the product. And then months into that process, I still wasn’t getting any traction, and the startup was sort of moving to a point where it started to fail, because, you know, you’re running out of money, you’re running out of time. So I kept running experiments, believing that the methodology that I use simply works. You just need to keep running, running, running. And then one day, I essentially was close to giving up, and I decided to take on another project because I had run out of money. But on the side, I kept running experiments, and what I did is I put a play button on the homepage, allowing people to watch television for five minutes without signing up. And that simple trick got me 11,000 euros overnight. It took me 11 months. To uncover that, I had now proven that indeed, the product wasn’t wrong. The product was always right, but the way we were marketing was wrong, and it is always one of the two. It’s either there’s no product market fit or you’re selling it in the wrong way. Your marketing is wrong. And in a way that was very frustrating, because this very simple thing, almost as simple as a paperclip now gave me all the growth in one way. It was too late for me, because I had to go into that other project. The revenue wasn’t enough to sustain the business, but it did allow me to sort of keep the business afloat. And I was working this other project, and then I returned, after like a half a year or so, back full time onto the startup once I was generating enough recurring, recurring revenue there, and yeah, that’s sort of, you know, what I strongly believe in. You just need to keep running those experiments.  Vincent Weberink  10:53 Of course. The third option is that your timing is completely off, which is another thing that I’ve experienced several times. I’ve run many startups, most of them failed over time. I’m proud to say that I never had to raise money for any of those startups. I was sort of in the last 30 years of my career. Thank you. I always managed to, you know, make enough money to sort of sustain, but many of them never became the big winner. They were just doing enough, and then at some point, there was an end of life, because either the market was fooled or or just turned out that there was no point in continuing to run that company. An example is VPN product that I did in 2003 that’s when the first idea started. VPN was a business to business product, and we decided to consumerize VPN because our only competitor at the time was called hide my ass, and the technology was very, very complicated. And after sort of what happens after 911 where a lot of governments started to invade everyone’s privacy, we decided that, you know, it is also important for individuals to retain a level of privacy, you know, within the boundaries of the law, obviously. So we spent a lot of time in developing that technology, creating a product that was very, very easy to use and that was secure and safe. And we were very, very successful in the first year and a half. We even managed to get in Google on the second place, right after Cisco, which is the inventor of VPN, but by the time we had about 40,000 customers, that was it. That was just, we just couldn’t grow anymore. And I then decided to abandon that project. Over time, someone else continued it for several more years, and of course, now VPN mass market product, but over 20 years later, and it’s the most common product out there, and we were just too early. So even though it was an exciting, exciting adventure, it made us money. It was a profitable business. Ultimately, at the time, there was no point in sort of continuing, trying to sort of push it, push it further. Christian Klepp  13:18 Yeah, no, absolutely, absolutely great points. And you know, thank you for sharing those, those experiences and the you know, those past successes and challenges, failures and so forth. I think it’s, I think it’s an important part of the overall process, right? I’m going to move us on. And you’ve mentioned some of these already, but like, what are some of these on the topic of design experimentation and growth growth marketing. What are some of these key pitfalls that marketing teams need to avoid, and what should they be doing instead? Vincent Weberink  13:53 The key pitfalls they need to avoid is to believe that they’re always right. I mean, that is the first thing is, in essence, that you should learn that most of the time you will be wrong, and that success lies in the ability to admit that and to move forward very, very quickly by running a lot of those experiments, and by designing those experiments very quickly and having the ability to turn them into minimum viable products. And the pitfalls that most people fall into is that they think you’ll just read a book, and then you can just do it. It’s simple, right? Oh, it’s just like marketing. It’s the same way how I learn how to do advertising, I can simply learn how to do, you know, growth marketing. But the reality is, it’s then it is a thing or a trick so that understanding and the realization that you just need to start thinking differently, start thinking out of the box, be creative, because a lot of those hacks come from places that you simply will not expect.  Vincent Weberink  15:15 I guess Airbnb is a typical example. You know, as far as I remember the story correctly. Two guys set up Airbnb. It was literally an air bed in someone’s house. They were running the business. They had about 10,000 you know, customers, and they could have said, Oh, you know, we’re doing great. Our marketing is doing well. We’re making money. But ultimately, they were not satisfied, so they decided to continue, and then what happens is, this is before the big thing that most people have heard of, which is correct, Greg’s list. That’s when they really exploded. But before that, something else happened, and that was when one of the founders said, Well, how do we expand our capacity, and how do we get more people interested in our products? And it was around the organization of trade shows when there was always a shortage of capacity in hotels, and they decided to try that out. And if I remember correctly, they grew sort of from 10,000 people to 200,000 people in just a couple of months. And that was actually their real growth hack, the real spurt, whereas reckless took them to millions. And that’s the thing that everyone knows. But it was that mindset, that understanding of not being satisfied with what you’re doing, and the ability to pivot, because it was a complete pivot. It was no longer just an air bet. Now you were renting out a bed in someone’s house, and that was sort of the foundation what then became Airbnb. And I think most marketing teams have never been exposed to that way of thinking. You know, they’ve been taught the simple stuff on, how do you do advertising, how do you look at data, you know, how do I build a website? How do I organize a trade show, etc. But it’s these things where you take an idea, where you’re almost stepping into the entrepreneur’s shoes by looking at, how can I make the business grow through extraordinary ways of marketing? Christian Klepp  17:30 Absolutely, absolutely. You know what? That’s a phrase that I also heard at a business meeting on Friday where I was talking to the branch manager of a bank. And one of the things that she said, why, how she helped the branch to grow, is because she came out of a business. She was a family business, and she was running her own business, so she came with an entrepreneur’s mindset. And I do think that there is that is really, like, significant, especially if you’re talking about and I don’t want to, like, use these, like, overused buzzwords, let’s say, but like, you know, if you’re entering this world of, like, the scrappy entrepreneurs or even the scrappy marketing teams, right, you can’t necessarily go in there with the corporate mindset. No offense to anybody that’s in corporate but if you’re stretched for, as you can rightfully attest to Vincent, if you’re stretched for time, bandwidth, resources and budget, you’ve got to, you’ve got to think more like a guerrilla fighter versus a conventional army, right? Vincent Weberink  18:38 You need to test as early as possible whether or not the ideas or your hypothesis, hypothesis that you have are actually true, and especially when you’re an entrepreneur or in a product team. And I have an example for there was a famous UK bank that had an idea where they wanted to test if friends and family would be willing to become guarantors for young people that would want to buy a house in London. And you know, banks are very, very big, slow organizations, and typically, if not alone, figuring out how this legally works will cost them millions right to develop the whole full product. So how do you do something? How do you create this experiment where you can prove whether or not there’s any viability in even thinking of offering such a product? And what they came up with is essentially to build a landing page where they would simply ask people to sign up for the service. They ran a 500 pound budget against it, so the total cost of the whole experiment was maybe 1500 pounds, and now they’ve managed to validate it, which saved them literally hundreds of 1000s of pounds and the risk that that product might have failed. And I think that is exactly the entrepreneurial mindset that a market. Marketer needs to develop and understand, Okay, I’m not just responsible for selling this product, but I’m also responsible for understanding, you know, who do I sell it to? How do I sell it? What should the product look like? How can the product evolve so that there’s a good product market fit? Christian Klepp  20:17 Yeah, absolutely, absolutely. You brought some of these up already, but let’s dig into it deeper and unpack it. I should say, like, so based on your experience, like, how do you how can B2B marketers get traction as early as possible? So how can they build experiments? What are those key steps that they need to take? Vincent Weberink  20:36 The first thing this is, so I sort of use a methodology and which is very, very structured. And I use that because if I don’t, I get lost in ideas. Because it is very easy to come up with 100 ideas. A lot of people you know, can do that. So what we do is I sit down, either with a team, or I might take a certain periods of time, where all I do is just collect as possible. Then for every idea, I write down, what is the idea? What do I believe this idea will give me? So what is the outcome? How do I prove, potentially, as a hypothesis, that what I believe is true? And then I sort of make those notes, then I store them in cards. And you can do that in any kind of project management tool, whether it’s notion or cell or bunch. Just create those cards.  Vincent Weberink  21:31 Then what I do is I rank and rank them so, and I ask the team to do that, or the people I work with, for example, if I was doing consultancy for clients, we would have a specific, specific group of the clients do doing the same thing, and then all we would do is see, Okay, which of those ideas are floating. And we would take the top 10, again, it was very easy to then generate, like, 100 different ideas, and you take the top 10, and then for each of those, you’re now going to discuss them and essentially say, Okay, if I need to turn this idea into minimal but viable products, allowing me to prove that I am right or wrong, what is the least amount of work you can then do? And you know, so in my book, I publish a whole list of MVPs (Minimum Viable Product), but actually, with ChatGPT, you could probably just type, give me a list of all the different type of MVPs and explain how they work. So for example, you have a Wizard of Oz. A Wizard of Oz is, is an MVP, where everything happens behind the scene. The product really doesn’t exist, but the customer thinks it exists. And you do everything manually. That’s just an example.  Vincent Weberink  22:51 So what you then do is you then going to think about, okay, who needs to do what? And then you run a short sprint. You design the sprint. Say, Okay, next Monday, with the three of us, we’re just going to spend one day on building that thing. And I, most of the time use distribution hacking, or in other words, advertising, to drive some traffic to whatever that experiment is to then prove of my whether or not my hypothesis is correct. And from there onwards, you then, of course, have some analytic tool, or, depending on how you how, you then prove it, and then you start to iterate and but I promise you, most of those experiments will fail, which is great, but if you run 10 very quickly, maybe in the course of two weeks, if you have two or three where you see the needle moving a little bit, now you have something to take the next step. And a classical mistake that I’ve seen is that people always tend to make it too complicated. So what they do is, rather than designing an experiment that gets you one answer, they try to get as many answers as possible. And that doesn’t work, because you know, if you have any exposure to data, if you have multiple data points, then it’s now up to your interpretation, and then you’re selling it to yourself, because you want the hypothesis to be true. So it’s very difficult to then again, step back and say, Ah, you know, can I really be honest with myself? So test one thing at a time. Once you’ve proven that one of those things work, you just design the next one and the next one and next one, and then within this very short periods of time, you’ll get to a point where, where it starts to work or fail. You could prove that the product simply is not viable. Which, which I’ve had many times, and then even pivoted afterwards, given up on many products, because simply, even though I believed, you know, was going to be amazing, yeah, it turns out to be wrong. So, yeah. Christian Klepp  25:00 Absolutely, absolutely. Like, it’s really a fine, a fine balance between speed, but also like, like, the quick experimentation, as you say, and you know, as you were, as you were discussing your process, it actually just made me think of another question, which I’m sure you faced countless times, and you brought it up in the beginning too. How do you get this internal alignment? You talked about, like a team getting together in the room, and I’ve been in one of those teams right, where there were a couple, like, we used to call them the stars of the show, because, you know, when they get up on stage, they want the spotlight to be only on them. Forget about what everybody else says. My idea, my baby is the most beautiful baby in the world. And how dare you insult my baby, right?  Vincent Weberink  25:48 Exactly.  Christian Klepp  25:49 But, but the reality, as you rightfully pointed out, which I’ve also seen firsthand, the reality, is that the one that shouts the loudest doesn’t necessarily have the best idea, right? It’s sometimes these people. It’s sometimes these people that don’t say anything, that don’t contribute to the conversation, they actually have the solution that perhaps the market is looking for. But unfortunately, their voice is drowned out by these so called, I’m just gonna call them the Divas in the room, right? So back to the question, how do you get that alignment? How do you get those ideas out of everybody in a way that it’s not just fair, but it’s also like more, more in line with what the market is looking for. Let’s put it that way. Vincent Weberink  26:43 The people around the table that typically don’t speak up, you know, some of them are the deep thinkers. They really think about something, and they have really great ideas, but they’ll then struggle to properly defend their idea and to explain it, whereas the other person on the table, who’s good at selling themselves, you know might they’ll do everything to defend their idea, and therefore they will attack the other ideas. And what you sort of see is by implementing this rank and rate model by definition, you’re externalizing the decision making, so you’re agreeing with everyone on the around the table, that everyone writes down their idea on the paper, on a piece of paper, and you define what that structure should then look like, which means is no one has to defend it. They just write it on paper. You then gather those pieces of paper and you add them to the tool. Then you ask everyone to rank and raise which, by the way, could be done anonymous, which I’ve done many times. And that way you just look at the one that floats, and you just, if the team look, we don’t know who’s right, we can’t afford for this venture to fail, and therefore, we’re just going to focus on the ideas that have the greatest potential of propensity. And that’s how I do it, and it’s always worked well for me. There’s, of course, when I would introduce this to new startup teams, very often it’s the entrepreneur that is the biggest problem. You know that they’re the hardest to convince, because they typically have the strongest opinion of all.  Christian Klepp  28:34 So you’re talking about the founder, right? The founder Vincent Weberink  28:36 Yeah. About the founder? Yes, yeah, exactly, yeah, yeah, because they look, you know, there might be a great marketer or great salesperson who have very strong ideas, and they might, you know, accept inputs, but it’s typically the founder that will then say, yeah, now if you know, it’s my money, so I’m going to just do it my way, and it’s wrong, because you’re now letting your emotion again, getting In the way. And this example that I gave you with the play button that was sort of happened while I was in the process of creating that methodology that I use, which is sort of based on me having read 1000 books where I really struggled that most of the books, even though they’re written for startups, if you really dive into it, they’re actually more for startup teams and corporates, very often, the way they’re described, that you just can’t apply them to normal startups, because normal startups work differently. And what I then did is I sort of took all of the models in there, and then figured out, what if you combine them, crunch them, and then create this methodology. And I was doing that for myself, because I really struggled, having done so many startups, and then I found, okay, so now I have this methodology. I just kept doing it. Kept. Believing that ultimately, it would work with the idea that sometimes you know on this path and that other people need to help you to sort of step out of your comfort zone and sometimes think from the left, from the other side, because your growth might come from a different direction, and which could even be true within your customer persona. You think you have the persona, right. But while you’re digging and running the experiments, it might be the persona next door which is the true, real customer, and you just need to uncover that by believing in that methodology. So… Christian Klepp  30:40 Absolutely, absolutely. You know, we did one of those exercises in Q2 with a client that had was very convinced of their ICP (Ideal Customer Profile). And then we went through this exercise where we did, um, we did a diagnosis on the ICP to determine, like, is this the right is this actually the right ICP you should be going after, right? So I’m 100% with you on that one. Okay, my friend, we come to the point where we’re talking about actionable tips, and it’s really just a recap of all the great recommendations you’ve given us already. So just imagine that there’s a SaaS (Software as a Service) marketing team out there, or somebody in B2B marketing that’s listening to this conversation. They’re like, wow, that’s exactly what I’m going through right now. So what are the maybe three to five things you would say they can take action on, like right now? Vincent Weberink  31:31 First of all, understanding you know, coming to the realization that whatever you know is probably wrong. Which is, which is the hardest thing to do. The second thing is you should really start working by using ideation and designing experiments, create MVPs fail as fast as you can, because that’s the way you learn as quickly as you can. And I sort of describe that in my book that I just launched, because it, you know, yes and into the same problem. Also, you know, trust your team. Trust that other people have great ideas as well. And very often, the great ideas come from the people that otherwise wouldn’t, wouldn’t say anything and be as creative as possible. Try to prime yourself by just, you know, search online, what are great growth, growth hacks or other marketing tips and tricks, and then try to figure out, how can I apply those? How can I use those as potential experiments? Because that way you can just simply move forward. But you know, if you’re stuck, get external help, because they’re like people like yourself, you know, who can really help to sort of leapfrog this, because otherwise, you’re just stuck and trying to learn, and while you’re running out of money, you have no time. Most starters will last for six months, and then they’ve run out of money, prove that you’re right before you build anything. And that is really, I think, the most important. And so the last tip I want to give, don’t just start building any product, because you will fail. It’s not for nothing that 95% of startups fails within within the first couple of years. It’s because, you know, you believe that people will flock and will love whatever you’re building. But the reality is just very, very different, and it might be the smallest thing that you get wrong, but you know that’s enough to fail, so… Christian Klepp  33:46 Prove that you’re right before you build anything. I mean, if there’s anything that the audience should be taking away from this conversation, I think it’s that sentence, right? Absolutely, that’s fantastic. Thanks again for sharing those tips, and I hope the audience is taking as many notes as I am during our conversation. Okay, two more questions before I let you go, Vincent, so here comes the bonus question. So you’re, this is the understatement of the year, but you’re a bit of a nomad, right? Like you’re originally from the Netherlands, you’ve lived in Greece, and now you’ve relocated, I think the last time we spoke, you were in Florence, and now you’ve moved somewhere else in northern Italy, right? So how has this lifestyle impacted you, personally and professionally? I mean, it’s clearly changed your view of the world, I’m sure. Vincent Weberink  34:39 Yes, so somehow I felt I was always stuck in the Netherlands as an entrepreneur. Because especially in the past, there is this thing, and I like to joke about it, where the Americans have the not invented syndrome, not invented here syndrome, the Dutch people have the invented hair syndrome, which means it’s all your Dutch. So therefore it can’t be good. And I felt I was very often, sort of, you know, locked up. And at the same time, the world is getting smaller and smaller every day. And I was lucky, being in technology, that we were able to then start moving abroad. And in all fairness, some of the moves we’ve done were actually caused because of the failures we’ve had, not that we run away or anything, but it was sort of, I was trying to do something locally. It didn’t really work. And then it was time for new challenges. And I found, always have found a lot of energy being able to now live in a completely different country, with a different language, with a different culture, and that really enriched my life. I started to look at things very, very differently, especially learning that everyone has a different view, whereas as a young person, I always had a very strong opinion, and the world had to be the way I saw it. But nothing is further from culture plays an incredibly important role on how people perceive things, how to behave, what kind of products they buy, how you should sell. Language plays an incredible, incredibly important role. So, yeah, I guess I was, I can’t say I was lucky because I created my own luck. I created my own decisions. I was lucky that my lovely wife and son have always supported me and that we’ve been on this journey through seven countries in the last 20 years. Yeah, and we’re in Italy at the moment. Indeed. Christian Klepp  36:35 Wow. Seven countries. Yeah, yeah. Amazing. Amazing. Yeah. That’s about the same number as in terms of my own experience. Like, I live in Canada now, and that’s country number seven. So there’s more, there’s more of us out there than you think, right? Like, exactly. So it’s very similar to my story. But, like, how’s your Italian? By the way. Vincent Weberink  36:57 It’s getting there. I’m studying hard at the moment, and, yeah, we sort of arrived here in January. Officially, my son is studying at university, and he’s finishing. But I guess, you know, I speak some Spanish, so Italian is slightly easier. Yeah. Christian Klepp  37:16 It’s, yeah, it is helpful. I realized, like, I also speak a certain level of Spanish, and that helped me get by even in a country like Portugal, where, Let’s appreciate it’s a complete it’s a different language, but there are some similarities. So they can understand what I’m saying, they’ll just answer in Portuguese, as long as you also understand what they’re saying, more or less. Yeah, I mean, I try to figure it out, and then they, they’ll, they’ll speak slowly, and I’m like, okay, okay, I got it. Obrigado, all right. Like, fantastic, fantastic. Vincent. Thank you so much for coming on the show and for sharing your experience and your expertise with the listeners. So please, a quick introduction to yourself and how people out there can get in touch with you. And by the way, I really love that we’re color coordinated. And for those that are listening to the audio version of this, we’re both wearing, like denim colored outfits. Vincent Weberink  38:11 Well, thank you Christian. Thank you very much for having me. It was a real pleasure. Yeah, of course. You know. My name is Vincent Weberink. My email is vincent@webberink.com and if anyone has any questions or potentially is interested in the book that I’ve just released, which is condensing 1000 books and failures and success, then of course, please, please get in touch with me. Thank you again. Christian Klepp  38:42 Fantastic, fantastic, and we’ll be sure to include a link to your book in the show notes. So once again, Vincent, thank you so much for your time. Take care. Stay safe and talk to you soon. Vincent Weberink  38:53 Looking forward, Christian, thank you very much. Take care.  Christian Klepp  38:56 Thank you. Bye for now. 

Take the marketers scorecard assessment to see how strategic you really are > https://b2bjade.myflodesk.com/scorecardFind out when the next intake for B2B Breakthrough Academy is > https://b2bjade.com/breakthrough-academy This episode is for B2B marketers who want to simplify their strategy, get buy-in from leadership, and finally get results.Many B2B marketers feel overwhelmed by high volumes of unstrategic tasks and struggle to get the results demanded of them. The reason? They're not starting with a solid strategy, and their businesses often don't understand marketing properly. Most aren't even sure where to begin with writing a successful marketing strategy.In this episode, we'll introduce the key steps to creating a simple marketing strategy that leads to real results - and one that almost guarantees leadership buy-in.What you can expect to takeaway:The key elements of a solid, no-fluff B2B marketing strategy that actually worksHow to simplify your approach to avoid overwhelm and wasted timeProven tips for getting leadership on board with your strategy from day oneI teach how to chose the best b2b strategies for your business in my marketing strategy course

In this Kitchen Side episode of The Long Game Podcast, the Omniscient team dives into a wide-ranging discussion on trust, research quality, and marketing visibility in an AI-driven world. They start with epistemology—what makes research “good” or “bad”—and reflect on how flawed correlations can mislead marketers. The team then unpacks their recent Winter study on how B2B buyers use LLMs like ChatGPT in the purchase journey, revealing that while LLMs are common early in research, peer feedback and brand transparency are essential in final decisions. They also explore the evolution of SEO into GEO/AEO, discuss organizational roles and feedback loops, and propose new cross-functional models for digital visibility in a world of probabilistic, AI-generated content.Key TakeawaysNot All Research Is Trustworthy: Internal/external validity and sample bias can distort marketing data—marketers need stronger research literacy.Correlation ≠ Causation: Data trends, especially in AI visibility, often include spurious relationships—interpret with caution.LLMs Are Entry Points, Not Final Decision Tools: While many B2B buyers start with AI search, they turn to peers and review sites before converting.Transparency Beats Perfection: Buyers trust brands that clearly state who they serve, what they do, and where they fall short.GEO Relies on Accuracy: Incorrect or outdated online information can mislead LLMs—fixing this improves visibility and conversions.Sentiment and Product Reality Matter: Negative perception from bad UX or old reviews isn't a marketing problem—it's a product and comms one.AEO Needs Cross-Functional Ownership: Teams like PR, content, SEO, and product marketing must collaborate to influence LLM visibility.A New Role May Be Needed: “Digital visibility lead” or a cross-team committee could help unify efforts across brand, SEO, and off-page strategy.Show LinksConnect with David Khim on LinkedIn and TwitterConnect with Alex Birkett on LinkedIn and TwitterConnect with Allie Decker on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterWhat is Kitchen Side?One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.You understand how things look from the inside and how that differs from the outside.You understand how the sausage is made. As an agency ourselves, we're working both on growing our clients' businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Originally published on August 26, 2024This replay features the wonderful Surbhi Agarwal, 25+ year industry vet and former CMO at Applied Intuition. We talked about her path from engineering to product marketing to the CMO seat, what really changes when you leave companies like Intel and Google for a fast moving startup, and why she builds marketing around trust, clarity, and collaboration.Surbhi's story as an immigrant navigating visa setbacks, rebuilding her career across three countries, and eventually helping grow a business to 10M ARR is powerful. Her honesty about leadership, resilience, and finding your voice as a woman in B2B has stuck with me ever since.- Jane-----------In this episode of Women in B2B Marketing, host Jane Serra sits down with Surbhi Agarwal, 25+ year tech exec. Surbhi shares how she went from engineering and sales into product, then product marketing, and into the CMO role, and why she still thinks like a product marketer every single day.This episode covers:Surbhi's path from electrical engineer in India to CMO in Silicon ValleyWhat she learned moving from Intel and Google to a messy, fast paced startupWhy she believes product marketing is the strategic core of marketing, not a “support” functionHer “golden triangle” model connecting product marketing, demand generation, and brandHow she reorganized a 70 person global marketing team, broke down silos, and cut spend while improving performanceThe difference between running marketing in a hardware world where failure is not an option and in a software world where shipping at 80 percent is the normHow she uses OKRs, RACI, and skip level conversations to create clarity and psychological safetyThe early career visa setback that forced her to move back to India, then to London, Taiwan, and France, and how that built resilience and a deep customer mindsetHer “full glass of trust” philosophy and how she builds collaborative, high trust teams across cultures and time zonesWhy she tells younger women to stop assuming men and women are treated the same at work, and to find their voice and negotiate earlierSurbhi also shares the kind of honest advice we do not hear enough in leadership circles, including why waiting quietly to be rewarded rarely works, and how women can navigate ambition inside systems that are still far from equal.Key LinksGuest: Surbhi Agarwal, 25+ year Tech Executive/ CMO: https://www.linkedin.com/in/surbhiagarwal/Host: Jane Serra: https://www.linkedin.com/in/janeserra/

This week, Jeff Clark, former Forrester Research Director, and our host Ian Truscott, Managing Partner at Velocity B, kick off predictions season and discuss some new research from MomentumABM, who predict a reset of B2B marketing in 2026, based on five forces they've identified: B2B buying dynamics shift AI moves from pilot to priority Growth bets consolidate The demand engine rebalances Capability gaps emerge Which they share in a report and a webinar (links below). As always, we welcome your feedback. If you have a hot topic you'd like us to discuss, please get in touch using the links below. Enjoy! — The Links The people: Ian Truscott on LinkedIn Jeff Clark on LinkedIn Mentioned this week: Marketing Priorities Survey 2025 - MomentumABM 2026 Marketing Reset: Why the Old Playbook Won't Win - MomentumABM Girl You Know It's True - The Latest Beat Newsletter Ian's firm - Velocity B Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: Stienski & Mass Media - We'll be right back Papa's Got A Brand New Bag - James Brown You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

Real strength isn't flashy. It's earned through quiet discipline over time. The same goes for B2B marketing: sustainable growth comes from strong foundations, not sporadic wins.That's the lesson of Dr. Peter Attia, the longevity expert who reshaped how millions think about health. In this episode, we explore his B2B marketing parallels with the help of our special guest Ashley Sturm, VP of Marketing at Opengear.Together, we uncover what B2B marketers can learn from building strong systems behind every campaign, committing to a long-term content strategy, and meeting audiences where they are with multichannel storytelling.About our guest, Ashley SturmAshley Sturm is VP of Marketing at Opengear. Ashley is a marketing and strategy leader with more than 15 years of experience developing strategic marketing initiatives to increase brand affinity, shape the customer experience, and grow market share. Before joining Opengear, she served as the Vice President of Marketing at Nautilus Data Technologies. Prior to that, she served as the Senior Director of Marketing Brand and Content for NTT Global Data Centers Americas, spearheading marketing efforts to open two out of six data center campuses.Ashley has led global marketing through the startup of Vertiv's Global Data Center Solutions business unit, where she developed the unit's foundational messaging and established global and regional marketing teams. Ashley's career experience includes extensive work with the US Navy through the Clearinghouse for Military Family Readiness as well as broadcast journalism. A graduate of the University of Missouri's School of Journalism, Ashley specializes in journalism and converged media.What B2B Companies Can Learn From Dr. Peter Attia:Focus on strength in the unseen work. Just like Dr. Attia emphasizes strength in the eccentric phase of movement (the part no one sees), Ashley connects that to B2B marketing fundamentals. Campaigns fail when the foundation is weak. As she puts it: “[It's] not just the big flashy campaigns or the launches, it's about the control, the discipline, and the structure behind them.” By investing in process, frameworks, and messaging systems, brands build resilience and long-term performance. The lesson: don't obsess over launch day, obsess over what holds it all together.Commit to the slow burn strategy. Dr. Attia didn't explode overnight. He showed up for years through podcasts, long-form content, and thought leadership before publishing his book, Outlive: The Science and Art of Longevity. Ashley calls out the power of consistency over time, saying: “He committed to the slow burn… we're in this for the long haul.” In B2B, that translates to sticking with a point of view, consistently educating your market, and building credibility brick by brick. Thought leadership is earned, not launched, and trust compounds for brands that stay the course.Meet people on their terms. Dr. Attia doesn't rely on one channel or format. He scales his ideas across podcasts, books, YouTube tutorials, social clips, and deep science blogs. Ashley ties that directly to B2B content strategy: “Where are they gonna be? How do they wanna consume it? Let's make sure we've morphed the content to fit that medium.” Your buyers consume differently at different moments. Repurpose one core message into channel-native formats to reach them everywhere they are, not where you wish they were.Quote“Strength is built in the parts we sometimes overlook — the details, the structure, the lowering motion — that's where you build resilience. Whether in health or in business.”Time Stamps[00:55] Meet Ashley Sturm, VP of Marketing at Opengear[01:12] Why Dr. Peter Attia?[04:02] Role of VP of Marketing at Opengear[05:03] Deep Dive into Dr. Peter Attia's Work[11:23] B2B Marketing Lessons from Dr. Peter Attia[39:48] Building Authentic Content Strategies[45:57] Advice for Marketing Leaders[48:35] Final Thoughts and TakeawaysLinksConnect with Ashley on LinkedInLearn more about OpengearAbout 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.

In this episode of Content Logistics, host Baylee Gunnell sits down with Mike Barton, Vice President of Corporate Communications and Content Marketing at AudioEye. Together, they explore what digital accessibility means for B2B marketers and why it matters far beyond compliance. Mike explains that making websites and digital experiences accessible isn't just about following the rules—it's about making content usable for everyone, which improves the experience for every visitor.Mike shares how simple changes, like using plain language and clear navigation, benefit all users and can even become a competitive advantage. He discusses how accessible sites drive better SEO, help close enterprise deals, and build loyalty among customers who value an easy, frictionless experience. Mike also points out that the business case for accessibility is strong, especially as more organizations include accessibility in their buying criteria.The conversation ends with practical steps for getting started, from scanning your site for accessibility issues to including people with disabilities in user testing. Mike reminds listeners that accessibility is a journey, not a checkbox. By taking small steps and building best practices into your process, you open your digital doors to more people and set your brand apart.

Christine Göös is a marketing leader and B2B creator who lives at the intersection of brand, culture, and the internet. She's helped tech and creative agencies tell stories that drive growth, working with companies like Smartly, Celtra, Billion Dollar Boy, and more. She currently runs US marketing for Croud, an independent media, data, and creative agency group.A two-time Young Lions contestant turned LinkedIn creator, Christine co-hosts House of Content, a podcast exploring the creator economy, viral marketing, and internet culture. Her work has been recognized by Cannes Lions, The One Show, and Top Women in Marketing, and she's part of the Hero100 Creator List and AWNewYork Big Creator Challenge shortlist.

In this episode of The B2B Marketing Podcast, David Rowlands, Head of Product, B2B Marketing caught up with Vanessa Schotes, CMO, Enfuce. Shortlisted for B2B Marketer of the Year at the 2025 B2B Marketing Awards, Vanessa explains how marketing helped drive 450% growth in new territories and achieve a marketing ROI of 5:1. If you want to attend the B2B Marketing Awards ceremony in London this year, you can find out more information here: https://events.b2bmarketing.net/b2bawards

In this episode of the FocusCore Podcast, host David Sweet interviews Robert Heldt, Co-founder and CEO of Custom Media, a B2B marketing agency based in Tokyo. Robert shares his journey from his hospitality background to becoming a leader in digital marketing and strategic communications in Japan. He emphasizes the cultural differences in marketing between Japan and the West, particularly the importance of humility, relationship-building, and contextualized storytelling. Robert introduces the AIM framework (Adapt, Implement, Maximize) used by his agency to help global brands succeed in the Japanese market. The conversation covers the impact of AI on content creation, the importance of localization beyond translation, and the unique challenges faced by B2B brands in Japan.The 2026 FocusCore Salary Guide is here: 2026 Salary Guide In this episode you will hear:Robert's journey from a hospitality background to founding Custom Media, a leading B2B marketing agency in Tokyo.The importance of understanding cultural nuances in Japan and how marketing strategies must be adapted for local audiences.Insights into storytelling in a Japanese context and the emphasis on humility and group values over bold self-promotion.An overview of the AIM framework (Adapt, Implement, Maximize) and its application in helping global brands succeed in Japan.The role of AI in content creation, demand generation, and the evolving landscape of marketing within the B2B sector.About Robert:Robert Heldt is an accomplished entrepreneur and thought leader with over 17 years of experience in digital marketing and strategic communications. He advises global brands on market entry and expansion in Japan, driven by a passion for leveraging storytelling to achieve results in B2B PR and marketing. Robert holds an MBA from McGill and a Digital Transformation Platform Strategies qualification from MIT Sloan. He serves as the APAC President for AMIN Worldwide, a global network of independent advertising and marketing agencies, and is a Vice-Chair on both the PR & Marketing Committee of the American Chamber of Commerce in Japan and the PR Worldwide Alliance.Connect with Robert: LinkedIn: https://www.linkedin.com/in/robertheldt/ AIM B2B: https://aim-b2b.com/Custom Media: https://custom-media.com/2025 Content Marketing Report: https://aim-b2b.com/blog/longform/content-marketing-japan-2025-insights/Connect with David Sweet:LinkedIn: https://www.linkedin.com/in/drdavidsweet/ Twitter: https://twitter.com/focuscorejp Facebook: :https://www.facebook.com/focuscoreasiaInstagram: https://www.instagram.com/focuscorejp/ Website: https://www.japan.focuscoregroup.com/ This podcast was proudly produced by Lisa...

Matthew Pollard (Founder, Rapid Growth®), who shares expert insights and proven strategies on how to leverage storytelling for B2B marketing success. Matthew discussed the significance of storytelling and specialization in B2B marketing. He also emphasized the need for differentiation in B2B companies by focusing on a specific niche rather than targeting everyone.

Marketers have become glorified executors, and, Nick Power isn't here to sugarcoat it. The lowercase LinkedIn legend– who also leads marketing at Noun Project– joins us to explain why your strategy docs are bullshit, why he'd delete his digital presence tomorrow, and how running five miles beats any marketing framework. We talk anti-billionaire content, why brevity is the ultimate flex in marketing, and how the entire tech industry turned marketing into a commodity. Warning: This episode might make you quit your job or completely rethink your career—either way, you're welcome.What we cover: • Why Nick Power thinks 90% of marketers aren't actually marketing anymore • The shocking reason a LinkedIn influencer would delete his entire digital presence • How to fit an entire strategy into ONE SENTENCE (seriously) • Why your positioning docs are expensive PDFs nobody reads • The anti-billionaire marketing philosophy that's actually about mental health • What happens when you've never worked with a product marketer (spoiler: you survive) • The grind culture lie that's killing your creativity • Why running 5 miles beats any marketing framework • How to give readers "the gift of surprise" in every post • The real reason marketing became a commodity in techTimestamps 01:00 Hot Guest Introduction & Lower Case Legend02:00 The Big Question: Are Product Marketers Actually Marketers?02:22 Nick's Controversial Take: "Very Few Marketers Are Marketers"03:00 The System Problem: Executors vs. Strategists04:00 Marketing as a Commoditized Craft05:00 Nick's Background: CPG to B2B Tech06:00 Rapid Fire Round Begins: Digital Presence vs. Family07:00 The Mixed Bag of Online Attention08:30 Zoom Calls vs. Person Captivity10:00 Content Strategy: Wake Up and Write11:30 LinkedIn Trolling & Negative Engagement13:00 Quitting Social Media Discussion15:00 The State of Marketing Salaries17:30 Marketing Budget Allocation Debate19:00 Personal Branding vs. Company Branding21:00 The Death of Blogging23:00 Keyword Strategy & SEO Reality Check25:00 Marketing Advice You'd Give Your Younger Self27:00 Worst Marketing Experience Stories29:00 Firing Yourself from Marketing31:00 Career Identity Crisis Discussion33:00 Breaking Down Nick's Content Strategy35:00 The Art of Brevity: One-Sentence Philosophy36:00 Anti-Billionaire Content Explained37:00 Late-Stage Capitalism & Grind Culture Critique38:00 Coping Mechanisms: Running, Music, Kids39:00 From Surf to Run: Finding Flow State40:00 Mental Health in Marketing41:00 Closing & Noun Project ShoutoutHosted by Ausha. See ausha.co/privacy-policy for more information.

A great marketing engine doesn't run in a straight line. It spins, gathers speed, and builds momentum with every turn.That's the lesson of the flywheel, a framework that transforms scattered marketing efforts into a self-sustaining system of growth. In this episode, we explore how to turn that theory into reality with Nataly Kelly, Chief Marketing Officer at Zappi.Together, we unpack what B2B marketers can learn from building circular strategies that connect brand to demand, removing friction where it matters most, and compounding small wins into unstoppable momentum.About our guest, Nataly KellyNataly Kelly is CMO at Zappi. She has over 20 years of experience leading remote and global teams, and previously served 7 years as VP at HubSpot. She is a frequent contributor to Harvard Business Review, a published author of four books, keynote speaker on marketing, growth, and international expansion, and an award-winning leader. She has been named among the Top 50 CMOs on LinkedIn, as Marketing Executive of the Year, in the 40 under 40, and one of the Top 25 Content Marketers in Enterprise Software, as well as among the Women Worth Watching.What B2B Companies Can Learn From the Flywheel:Marketing is a flywheel, not a funnel. Marketers love funnels because they're measurable, but Nataly reminds us that the best marketing is circular, not linear. She says, “So often we have thought of marketing as like a linear funnel. But the flywheel's really where you turn the funnel on the side and then connect the top to the bottom.” In her model, brand, demand, land, and expand all feed each other in an ongoing loop. Marketing shouldn't be about one campaign that ends. It's about creating continuous energy that connects awareness to advocacy.Friction kills momentum. Velocity doesn't come from spending more, it comes from removing what slows you down. Nataly explains, “A general rule of thumb I've always used is the closer you get to someone's wallet, the more important it is to remove friction…. Every touchpoint is a chance to delight a customer.” In B2B marketing, the same rule applies: every confusing process, clunky message, or slow response is a brake on your flywheel. Smooth the path, and speed will follow.Small improvements compound into unstoppable growth. Marketers often look for a big splash, but Nataly says momentum comes from micro progress. Nataly asks, “What are the small things we can do to create uplift today and momentum today?... And those things add up.” Each small optimization—an improved touchpoint, a clearer message, a faster follow-up—removes friction and accelerates the flywheel. Consistency, not chaos, creates compounding power.Quote“Your brand voice is really how you decide to communicate with your customer. And that is not just what we typically consider marketing communications. It touches every part of the customer experience.”Time Stamps[00:55] Meet Nataly Kelly, Chief Marketing Officer at Zappi[01:09] Why Flywheels?[05:16] Role of Chief Marketing Officer at Zappi[07:30] What are Flywheels?[20:52] Understanding Market Dynamics and Customer Segmentation[22:11] Building and Maintaining a Flywheel Strategy[26:11] Content Marketing Success Stories[33:51] Leveraging LinkedIn for Effective Content Distribution[39:22] Final Thoughts and TakeawaysLinksConnect with Nataly on LinkedInLearn more about ZappiAbout 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.

Kim Winter has spent nearly a decade building and scaling product marketing across Yotpo and multi product orgs. In this episode of Women in B2B Marketing, we unpack how true product marketing starts with market context and the voice of the customer, then fuels everything from positioning to pipeline.Kim shares how to operationalize VOC with CS, why PMM should own recurring deliverables like quarterly competitive reviews and persona refreshes, and what changes when PMM reports into product, the CMO, or directly to the CEO. We also dig into the rising path from PMM to CMO, and how to keep marketing intentional instead of turning into a production shop.Here's what we cover:The “bottom of the pyramid” for PMM: market context, competitive landscape, and VOCHow PMM focus shifts by product stage, from finding fit to scaling mature linesDesign partners vs customer advisory boards, and when to use eachRecurring PMM deliverables that create visibility and influence across the orgWhere PMM should sit and how KPIs shift under Product vs CMO vs CEOWhy PMM fuels customer marketing and tight alignment with Sales and CSDebunking the “PMM = messaging at the end” misconceptionMaking marketing intentional: tie every output to a clear goal and buyer needPractical ways to gather customer insight fast without boiling the oceanThe PMM to CMO trend and what makes product marketers strong marketing leadersKey Links:Guest: Kim Winter: https://www.linkedin.com/in/kim-winter/Host: Jane Serra: https://www.linkedin.com/in/janeserra/––Like WIB2BM? A quick rating or review helps new listeners find the show.

Welcome to another episode of Building the Premier Accounting Firm. Today, host Roger Knecht welcomes Mark Myers, a former Marine and CEO of Tax Wise Partners, to discuss his journey from managing health clubs to specializing in tax advisory. This episode delves into effective tax planning strategies, the power of B2B collaborations for accounting firms, and personal insights on entrepreneurship and work-life balance. In This Episode: 00:00 Introduction to Mark Myers 02:16 From Operator to Tax Consultant 06:39 The Value of Tax Planning 09:27 B2B Marketing for Tax Strategies 13:19 Collaboration and Pricing Model 17:46 Business Mantra & Ideal Client 21:51 Entrepreneurial Journey & Freedom 27:37 Sacrifices, Gratitude, and Legacy 33:03 Advice for Budding Entrepreneurs 37:58 Charitable Giving & Final Thoughts 46:50 Podcast Wrap-up and Resources Key Takeaways: Explore tax efficiency beyond standard preparation by understanding the 75,000 pages of tax code. Leverage B2B partnerships with RIAs, CPAs, EAs, and bookkeepers to expand service offerings without increasing bandwidth. Prioritize service quality and responsiveness to maintain strong relationships with strategic partners and their clients. Identify ideal clients for advanced tax strategies, typically those with $400,000+ in ordinary income or significant capital gains. Plan your entrepreneurial transition by securing a baseline income and managing expenses to reduce stress. Featured Quotes: "There's 75,000 pages of tax code. There's a lot of ways to reduce your taxes if you know where the coupons are." — Mark Myers "You only have so much time in a day and there's compliance work that has to be done… Where do you have time to figure out what is possible, not just what's the norm?" — Mark Myers "I always say, don't take that huge jump and say, 'I'm just gonna figure it out.' Retract as much as you can… and have some metric of income that can at least get you 80 or 90% to your number." — Mark Myers Behind the Story: Mark Myers recounts his unexpected entry into the tax world, initially drawn by the tax efficiency of insurance in estate planning. His experience as an operator, focused on revenue and margins, gave him a unique perspective on optimizing finances. This led to his specialized B2B tax advisory model, partnering with existing financial professionals to offer advanced tax strategies without competing with their core services. He reflects on the personal sacrifices and the unwavering support of his wife during the challenging early days of building his business, emphasizing the importance of planning transitions. Top 3 Highlights: Tax Strategy Specialization: Mark Myers focuses solely on tax planning, differentiating it from tax preparation to offer significant savings (average 50%) to clients. B2B Partnership Model: Instead of direct client marketing, Mark Myers collaborates with CPAs, RIAs, and bookkeepers, providing advanced tax advisory as a complementary service. Strategic Entrepreneurship: Mark Myers advises aspiring business owners to plan their transition carefully, secure a baseline income, and manage expenses to mitigate stress. Conclusion: Thank you for joining us for another episode of Building the Premier Accounting Firm with Roger Knecht. For more information on how you can establish your own accounting firm and take control of your time and income, call 435-344-2060 or schedule an appointment to connect with Roger's team here.   Sponsors: Universal Accounting Center Helping accounting professionals confidently and competently offer quality accounting services to get paid what they are worth.   Offers: Book a Free Consultation & possible partnership - https://taxwisepartners.com/   Get a FREE copy of these books all accounting professionals should use to work on their business and become profitable.  These are a must-have addition to every accountant's library to provide quality CFO & Advisory services as a Profit & Growth Expert today: "Red to BLACK in 30 days – A small business accountant's guide to QUICK turnarounds" – This is a how-to guide on how to turn around a struggling business into a more sustainable model. Each chapter focuses on a crucial aspect of the turnaround process - from cash flow management to strategies for improving revenue. This book will teach you everything you need to become a turnaround expert for small businesses. "in the BLACK, nine principles to make your business profitable" – Nine Principles to Make Your Business Profitable – Discover what you need to know to run the premier accounting firm and get paid what you are worth in this book, by the same author as Red to Black – CPA Allen B. Bostrom. Bostrom teaches the three major functions of business (marketing, production and accounting) as well as strategies for maximizing profitability for your clients by creating actionable plans to implement the nine principles. "Your Strategic Accountant" - Understand the 3 Core Accounting Services (CAS - Client Accounting Services) you should offer as you run your business. Help your clients understand which numbers they need to know to make more informed business decisions. "Your Profit & Growth Expert" - Your business is an asset. You should know its value and understand how to maximize it. Beginning with the end in mind helps you work ON your business to build a company you can leave so that it can continue to exist in your absence or build wealth as you retire and enjoy the time, freedom, and life you want and deserve. Follow the Turnkey Business plan for accounting professionals.  This is the proven process to start and build the premier accounting firm in your area.  After more than 40 years we've identified the best practices of successful accountants and this is a presentation we are happy to share.     Also learn the best practices to automate and nurture your lead generation process allowing you to get the bookkeeping, accounting and tax clients you deserve.  GO HERE to see this presentation and learn what you can do today to identify and engage with your ideal clients.   Check it out and see what you can do to be in business for yourself but not by yourself with Universal Accounting Center.   It's here you can become a:   Professional Bookkeeper, PB Professional Tax Preparer, PTP Profit & Growth Expert, PGE   Next, join a group of like-minded professionals within the accounting community.  Register to attend GrowCon and Stay up-to-date on current topics and trends and see what you can do to also give back, participating in relevant conversations as they relate to offering quality accounting services and building your bookkeeping, accounting & tax business.   The Accounting & Bookkeeping Tips Facebook Group The Universal Accounting Fanpage Topical Newsletters: Universal Accounting Success The Universal Newsletter   Lastly, get your Business Score to see what you can do to work ON your business and have the Premier Accounting Firm. Join over 70,000 business owners and get your score on the 8 Factors That Drive Your Company's Value.   For Additional FREE Resources for accounting professionals check out this collection HERE!   Be sure to join us for GrowCon, the LIVE event for accounting professionals to work ON their business. This is a conference you don't want to miss.   Remember this, Accounting Success IS Universal. Listen to our next episode and be sure to subscribe.   Also, let us know what you think of the podcast and please share any suggestions you may have.  We look forward to your input: Podcast Feedback   For more information on how you can apply these principles to start and build your accounting, bookkeeping & tax business please visit us at www.universalaccountingschool.com or call us at 8012653777  

Humanisation in B2B marketing almost feels like a buzzword. But the sentiment behind it is growing increasingly important in a sea of B2B sameness fuelled by AI. In this episode, learn what breaks through the slop, and what B2B customers now want to see from brands: Not just photos of your team on your 'About Us' page, but human soul, artistry, and love. Hear from Deema Tamimi, VP Marketing at The Brief, who recently undertook a rebranding project that was fuelled with humanity. 

Product marketing—marketing's favorite misunderstood stepchild or just expensive project management in disguise? Pranav Piyush (ex-Dropbox, ex-Bill, founder of Paramark) joins the crew to drop some inconvenient truths: most PMMs are stuck doing thankless work because nobody knows who actually runs the business. We're talking hypothesis-driven thinking, why talking to customers isn't optional, the statistical traps that make your research garbage, and why that rebrand probably won't save your pipeline. Also:The "HIPPO problem" destroying 90% of PMM effectivenessThe three data pitfalls that make your research worthless (cherry-picking is just the start)Why statistics courses should be mandatory for every marketerThe hypothesis-based approach that turns opinions into provable strategiesWhy measuring creative team productivity is a complete waste of timeThe incrementality blind spot: 99% of B2B orgs have no clue about their marketing ROIActivity metrics you should ignore vs. the engagement signals that actually matterIf you've ever felt like a glorified PowerPoint factory or wondered why your data never wins arguments, this episode will either validate your existence or make you question everything. Either way, you'll finally understand why the role exists in the first place.TIMESTAMPS:00:00 Introduction and Host Intros00:37 Introducing the Guest: Pranav Piyush00:46 Pranav's Background and Career Highlights01:25 Personal Anecdotes and Adventures02:40 Origins of the Podcast03:37 The Role of Product Marketers07:04 Challenges in Product Marketing17:40 The Importance of Data in Marketing24:00 Understanding Positioning and Messaging24:45 Qualitative vs Quantitative Research in Messaging25:04 The Role of Customer Research30:13 Activity Metrics: What Really Matters?34:29 Creative Work and Measurement37:31 The Importance of Incrementality43:58 Rebrands: Are They Worth It?47:11 Final Thoughts and Podcast PromotionSNOW NOTES:Pranav's LinkedIn ParamarkElena VernaStatistical significanceHosted by Ausha. See ausha.co/privacy-policy for more information.

In this episode of The Long Game Podcast, Alex Birkett interviews Noah Greenberg, CEO of Stacker, a content distribution platform that helps brands turn owned content into earned media. They dive into the paradigm shift from SEO (Search Engine Optimization) to GEO (Generative Engine Optimization) and how brands can optimize for visibility in AI-powered interfaces like ChatGPT and Gemini. Noah shares how earned media, brand mentions, and distribution at scale are becoming the new backlinks, and how the lines between PR, content, and SEO are blurring. From Google's disappearing traffic to ChatGPT's probabilistic answers, this is a deep dive into the future of organic visibility and media strategy in the AI era.Key TakeawaysSEO Is Evolving into GEO: The goal is no longer just ranking on Google—it's being cited and surfaced in AI-powered responses.Earned Media Drives AI Visibility: PR, brand mentions, and syndicated content now influence whether LLMs cite your brand.Distribution Increases Surface Area: Publishing content broadly boosts the probability of being included in AI-generated answers.PR Is Cool Again: The rise of AI search has revived interest in press releases and third-party citations as visibility tools.SEO, Content, and PR Must Merge: Teams need to collaborate across departments to drive brand visibility in AI environments.Impact Is Visible—Fast: A single article syndicated through Stacker can be cited in AI search results within 24 hours.Measurement Models Are Changing: Traditional KPIs like backlinks and traffic are giving way to visibility, trust, and AI mentions.Founders Should Think Like Media Companies: Being the source of truth—and distributing it widely—is key to staying top-of-mind.Show LinksConnect with Noah Greenberg on LinkedInConnect with Alex Birkett on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Sidney Waterfall has led agencies, advised high-growth teams, and now runs marketing in-house at OpenBrand. In this episode of Women in B2B Marketing, we unpack how focusing on process, not outcomes, builds momentum, clarity, and GTM efficiency that actually lasts.Sidney shares how her team runs PR without an agency, uses proprietary data to earn credibility, and measures what truly moves the business forward. From pipeline coverage to process discipline, she offers a refreshingly honest take on what modern marketing leadership really looks like.Here's what we cover:Why “process over outcomes” is the mindset every marketing leader needsHow OpenBrand built long-term PR credibility through data, not hypeObsessing over inputs instead of chasing metricsPartnering with finance to tie marketing to business outcomesThe frameworks Sidney uses to track rolling pipeline coverage and GTM efficiencyRedefining pipeline sources to align sales and marketing around shared successHow to build a team culture that learns from what doesn't workWhat Sidney learned moving from consulting to in-house leadershipKey Links:Guest: Sidney Waterfall: https://www.linkedin.com/in/sidneywaterfall/Host: Jane Serra: https://www.linkedin.com/in/janeserra/––Like WIB2BM? A quick rating or review helps new listeners find the show.

Survival isn't just for dystopian dramas. The best B2B marketing strategies demand experimentation, curiosity, and the ability to outlast weaker ideas.That's the lesson of Squid Game, the global phenomenon where only the strongest contestants made it through each round. In this episode, we explore its marketing parallels with the help of our special guest Scott Leatherman, Chief Marketing Officer at Aviatrix.Together, we uncover what B2B marketers can learn from gamifying campaigns to pull audiences in, running multiple “Squid Games” to see which campaigns win, and staying relentlessly curious by listening to what customers really say.About our guest, Scott LeathermanScott Leatherman is an award-winning full-stack marketing and operations executive with 25+ years of leadership and business management experience. Scott is currently the Chief Marketing Officer at Aviatrix. Prior to joining Aviatrix, he was the CMO at Veritone, an AI platform company. Scott served as COO at SAP Labs US for 5 years. Scott was a Global Vice President of Marketing and was a founding member of the SAP HANA go-to-market team that disrupted the database market and built a billion-dollar business in less than three years. Also during Scott's tenure at SAP he was part of the Strategic Account Sales Team and created new channel programs to reduce shelfware and support new solution adoption. Prior to SAP, Scott held senior marketing and business development roles at several startups.Scott was recognized by the Silicon Valley Business Journal for his lifelong commitment to helping his local community with the 2018 Individual Community Champion Award. Both at work and in his personal life, Scott is focused on helping communities reduce food insecurities, supporting underserved children, funding cancer research and Native American educational programs.What B2B Companies Can Learn From Squid Game:Gamify campaigns to move your audience. Marketing works best when it pulls people in emotionally, just like Squid Game. Scott explains, “Anytime you want to move an audience together, gamifying it so that they have an emotional pull on the winner is gonna make you successful.” By creating campaigns that feel participatory, competitive, or playful, brands can inspire curiosity and investment from their audience. It's not just messaging—it's making people feel like they have a stake in the outcome.Run “Squid Games” for your campaigns. Rather than guessing which message will resonate, Scott's team tested multiple campaign “games” at once. “We invested over 500 engagements…we had 74 one-on-one engagements…to narrow it down to what we have as eight campaigns in the Squid Games.” Each campaign has a top, middle, and bottom funnel component, and their performance is tracked side by side. Scott explains, “The gamification of Squid Games is working in our B2B marketing approach…we rolled it out to the company as Squid Games…and it's been really fun to have engineers across the world leaning in on what they think is gonna move the audience fastest.” The lesson: treat campaigns like contestants. Test widely, kill off the weak performers quickly, and double down on what wins.Stay curious and listen to your audience. One of Scott's biggest lessons is that marketers often assume they know what works—but data and customer feedback may prove otherwise. He notes, “It really comes back to just what are your customers saying about you? And what are your prospects saying about you?…That listening exercise, while it sounds remedial and 101, it gets lost on a lot of us ‘cause we're all running so fast.” Just like in Squid Game, survival depends on paying close attention and adapting quickly. In B2B marketing, curiosity and active listening turn campaigns into insights, and insights into growth.Quote“The gamification of Squid Games is working in our B2B marketing approach…we rolled it out to the company as Squid Games…and it's been really fun to have engineers across the world leaning in on what they think is gonna move the audience fastest.”Time Stamps[00:55] Meet Scott Leatherman, Chief Marketing Officer at Aviatrix[01:32] Why Squid Game?[03:08] Behind-the-Scenes of Squid Game[14:18] AI in Marketing[17:33] B2B Marketing Takeaways from Squid Game[42:39] AI Integration and Brand Evolution[46:46] Final Thoughts and TakeawaysLinksConnect with Scott on LinkedInLearn more about AviatrixAbout 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.

Season five kicks off with the announcement nobody asked for but everyone needed: We're Not Marketers is throwing an event, and it's nothing like the stale hotel ballroom marathons you're used to. Eric, Zach, and Gab break down why they're risking it all to create a three-day PMM experience that's equal parts tactical workshop, adventure vacation, and therapy session for product marketers who are tired of pretending B2B has to be boring. Get the juicy details on how they infiltrated Drive 2025, why they're limiting attendance to 150 people, and what happens when three solopreneurs decide confidence beats certainty. → Why three solopreneurs with zero event planning experience think they can beat PMA→ The real reason behind the fake mustaches at Drive (hint: it's not just for laughs)→ The "sitting makes you stupid" theory: Why ballroom marathons kill creativity→ How wearing a Halloween costume to a B2B event makes you more yourself, not less→ Most PMMs need a recharge and haven't had one in yearsIf you've ever wondered why PMM events feel like eating cardboard while someone reads you PowerPoint slides, this episode will either inspire you or make you think we've completely lost it.Timestamped00:00 - Season 5 Intro: Two Years of We're Not Marketers 02:15 - The Big Announcement: We're Throwing an Event 04:30 - Why PMM Events Are Broken (And Why We're Fixing Them) 08:45 - The Mustache Origin Story: From Highline to Drive 12:20 - Behind the Scenes: How We Decided to Commit to the Bit 15:20 - Analysis Paralysis vs. Bold Action: Our Decision-Making Process 18:50 - The 150-Person Formula: In-House, Fractional, and CMOs 22:15 - Why Events Should Feel Like Vacations, Not Work 26:40 - The Fractional PMM Problem: Gatekeeping in B2B Events 29:30 - What Makes a Great Event: Lessons from Highline and Drive 32:10 - The Ryan Holiday Moment That Validated Everything 35:45 - Our Event Philosophy: Shipping Over Theory 38:20 - Why We're Taking the Risk (Even If It Fails) 42:00 - What Attendees Are Asking For: Tactical, Fun, and RealSHOW NOTES:Courage Is Calling" by Ryan HolidayHighline ConferenceDrive ConferenceWe're Not Marketers Event WaitlistHosted by Ausha. See ausha.co/privacy-policy for more information.

Molly George has spent her career inside B2B tech and on the agency side. Today she is the CEO and founder of Kickstand, a PR and research firm helping brands win in an AI-shaped search world.In this episode of Women in B2B Marketing, we unpack why PR is having a comeback in B2B, how AI search is changing the playbook, and what modern comms leaders are doing to show up in the consideration set. We also get into Molly's founder story, the power of setbacks, and practical ways to make PR work alongside demand, content, and product marketing.Here's what we cover:PR's real job in B2B and why quick wins are the wrong expectationAI search and brand visibility: how citations shape considerationOwned vs earned in 2025: your site, plus offsite owned profiles like G2, AWS, WikipediaPress releases today: when they help train models and when wires waste budgetFormatting for LLMs: structure, subheads, and consistent boilerplates across propertiesUsing query data to guide narratives, pitches, and thought leadershipReddit for B2B: participate with value, not a megaphoneBudget shifts: why teams are moving dollars from classic SEO to brand and PRStarting an agency while employed, finding the tipping point, and trusting your gutKey Links:Guest: Molly George: https://www.linkedin.com/in/molly-george-kickstand/Host: Jane Serra: https://www.linkedin.com/in/janeserra/Kickstand: https://meetkickstand.com/Kickstand Research Report on AI and GTM: https://meetkickstand.com/landing/the-zero-click-era-is-here-are-you-ready-to-show-up/––Like WIB2BM? A quick rating or review helps new listeners find the show.

In this Kitchen Side episode of The Long Game Podcast, the Omniscient Digital team explores the tension between moving fast and making smart decisions. Speed is often praised in startups and growth environments, but it can lead to thrashing, burnout, and wasted effort when misapplied. Through reflections on agency work, in-house roles, and working with clients, they examine how to balance urgency with focus, and how strategic patience—paired with tactical speed—can create real momentum. They also share real-world SEO and AI examples of teams pivoting too fast, chasing trends, and missing out on compounding gains due to lack of prioritization, alignment, or decisiveness.Key TakeawaysSpeed ≠ Thrashing: Speed is powerful—but not when it means jumping between tactics without a long-term direction.Experimentation Requires Discipline: The best teams move quickly within a defined portfolio of experiments, not across constant strategic shifts.AI and SEO Demand New Timelines: Understanding how long it takes to see results from AI Overviews or SEO changes is critical for smart investment.Strategic Decisions Need Time: Channel or strategy-level shifts should have space to breathe—tactical pivots can happen faster.Avoid Becoming the Bottleneck: Leadership speed often comes down to fast approvals, trust, and timely delegation.Portfolio Thinking Beats All-In Bets: High-performing orgs allocate some resources to R&D and experimentation while maintaining core execution.Alignment Enables Flow: Teams that communicate clearly and early across departments unlock faster execution and reduce friction.Show LinksConnect with David Khim on LinkedIn and TwitterConnect with Alex Birkett on LinkedIn and TwitterConnect with Allie Decker on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterWhat is Kitchen Side?One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.You understand how things look from the inside and how that differs from the outside.You understand how the sausage is made. As an agency ourselves, we're working both on growing our clients' businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

By the time you implement “best practices,” they've become boring practices, and B2B sure doesn't mean boring to business. In this episode, Drew talks with Udi Ledergor (Gong), author of Courageous Marketing, the book that challenges B2B marketers to stop playing it safe. Together, they explore what it means to lead with creativity, confidence, and courage. Udi also shares how Gong earned attention by building an audience that wanted to engage, not just be targeted. With every executive, from the CEO to the CFO, invested in the story, marketing became a company-wide advantage instead of a department.  Three B2B Marketing Traps Udi Warns Against:  Following industry best practices instead of breaking them  Letting marketing own brand alone  Hiring for experience over potential Plus:  The punch-above-your-weight framework that makes a startup look enterprise-ready  Why brand must be led by the CEO and modeled across the exec team  How to hire for curiosity, learning speed, and potential  How to sell the 95–5 content mindset to your CEO and CFO If you're done blending in, this conversation will remind you why courage still wins in B2B. Udi will be speaking at the CMO Super Huddle in Palo Alto on November 7th, 2025. All attendees will receive a complimentary copy of his book, Courageous Marketing, and can get it signed in the morning!  For full show notes and transcripts, visit https://renegademarketing.com/podcasts/ To learn more about CMO Huddles, visit https://cmohuddles.com/

The New York Times isn't just a newspaper; it's a cultural institution, a daily habit, and a brand that has reinvented itself for every generation. That's why in this episode, we're taking lessons from their playbook with the help of our special guest Avery Akkineni, Chief Marketing Officer of VaynerX.Together, we explore what B2B marketers can learn from building credibility into daily routines, using gamification and surprise to drive engagement, and picking the right moments to move fast while staying relevant.About our guest, Avery AkkineniA pioneer in digital marketing and emerging tech, Avery Akkineni spearheads brand strategy, content, events, and communications as Chief Marketing Officer at VaynerX.In seven years at Vayner, Avery has catalyzed exponential growth by launching new companies and leading international expansion. She built VaynerMedia APAC from the ground up to over 150 employees in two years, opened key Asia Pacific markets like Singapore, Bangkok, Sydney, and Tokyo. During her tenure, VaynerMedia APAC was awarded Marketing Interactive's Agency of the Year. In 2021, Avery founded Vayner3, an innovation consultancy focused on emerging technologies like AI and Web3. Under her leadership, Vayner3 achieved significant industry acclaim; she was named an Ad Age Web3 Trailblazer, and an AI Thought Leader by Business Insider. Her proven ability to identify and leverage leading-edge channels to drive growth for Vayner and her brand partners has landed Avery advisory roles including Salesforce's AI Council, Meta's Creative Council, TikTok's #ForYouCollective, Tracer's Advisory Board, and with a weekly marketers podcast on CoinDesk (GenC).Based in Miami, FL overseeing VaynerX's local office, Avery continues to push boundaries in marketing. She is a sought-after speaker on modern marketing and digital innovation, who empowers teams and companies to embrace new opportunities. She also serves on the Board of Peace Players, an organization using the power of sport to build peaceful and thriving communities.What B2B Companies Can Learn From The New York Times:Build credibility into daily routines. The New York Times succeeds because it has become a trusted part of people's everyday habits. For B2B brands, the lesson is to earn that same consistent place in your audience's workflow. As Avery explains:“To me, the credibility of The New York Times is why I want to check there first and understand their point of view. What are the big stories of today.” When buyers trust your perspective enough to seek it daily, your brand moves from optional to indispensable.Use gamification and surprise to drive engagement. NYT didn't just sell news—it made puzzles, games, and even cooking content part of its brand fabric. That levity created stickiness. Avery puts it this way: “The New York Times integration with their incredible games has really helped drive up that frequency… I play with my friends, everybody shares their scores… and I think that really drives up that frequency and user adoption and makes The New York Times even more relevant.” In B2B, “serious” brands can still add fun, surprise, or delight to deepen connection and engagement.Pick your moments and move fast. The Times doesn't try to beat TikTok on breaking news—it chooses credibility as its edge, while still responding with speed when it matters. Avery notes:“You don't need to have a thought on everything. You have a thought on certain things—what matters for you and, as a brand, what matters for your consumers. Either we're part of the conversation or we're not.” For B2B, that means defining the moments where your voice is essential, and showing up quickly with relevance and confidence.Quote“ You don't need to have a thought on everything. You have a thought on certain things—what matters for you and as a brand, what matters for your consumers. Either we're part of the conversation or we're not.”Time Stamps[00:55] Meet Avery Akkineni, Chief Marketing Officer of VaynerX01:05 Why The New York Times?01:53 The Role of CMO at VaynerX02:42 Gary Vaynerchuk's Influencer09:51 Behind-the-Scenes of NYT25:58 B2B Marketing Lessons from NYT38:35 Final Thoughts and TakeawaysLinksConnect with Avery on LinkedInLearn more about VaynerXAbout 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.

In this episode of The Kula Ring, hosts Jeff White and Carman Pirie talk with Dan Gingiss, Chief Experience Maker at The Experience Maker, about why customer experience is the ultimate competitive differentiator. Dan breaks down his WISE framework and explains how manufacturers can apply these principles to create memorable, talk-worthy moments that drive word-of-mouth. From finding fun in everyday touchpoints to creating immersive sensory experiences, Dan reveals practical ways to humanize your brand and make every interaction remarkable.

The B2B marketing playbook is changing faster than most businesses realise.SEO still works. Google Ads still deliver. Email campaigns still convert. But if your entire strategy relies on prospects finding you through traditional Google searches, you're missing a massive shift in buyer behaviour.Your buyers are researching differently. They're having longer, more detailed conversations before they ever visit your website. They're building shortlists from sources you might not even be tracking. And if your brand isn't visible in these new research channels, you're losing deals before you know they exist.In this episode, I'm breaking down three B2B marketing strategies that are working right now for our clients:Why digital PR isn't just for sexy consumer brands. I'll show you how we got an insulation and ventilation company featured across dozens of industry publications by turning new legislation into newsworthy content. Even "boring" B2B businesses can leverage digital PR effectively.How to win when nobody's searching for your solution. When only 20 people per month google your product category, keyword-focused SEO won't cut it. I'll walk through how we drove 361% traffic growth and 11% conversion rates for a takeaway packaging company by targeting problems, not keywords.Why most B2B websites are conversion killers and what to do about it. Jargon-heavy copy, unclear positioning, blocky layouts with zero personality. We redesigned one client's site with B2C principles in mind and generated 51 highly qualified leads in four months. I'll show you exactly what changed.I'll also share data that reveals something surprising: when buyers research solutions in 2026, the brands that get recommended aren't always the ones with the best SEO. Third-party visibility matters more than ever.The fundamentals haven't disappeared. Long sales cycles, multiple decision-makers, and proven channels still define B2B marketing. However, the businesses dominating in 2026 are the ones adding new layers to their strategy, whilst their competitors stick with what worked in 2023.This episode provides the complete roadmap for future-proofing your B2B marketing before your competitors catch on.Enjoy these episodes next:Why “AI Search is Just SEO” is a Dangerous Liehttps://exposureninja.com/podcast/364/The BEST SEO Strategies for 2026https://exposureninja.com/podcast/368/The BEST Digital Marketing Strategies for 2026https://exposureninja.com/podcast/369/

Is your marketing organization built for disruption or doomed to be disrupted? Agility requires both rapidly responding to market changes while also anticipating and shaping your products or services to map to evolving customer expectations. This means embracing new technologies and strategies while maintaining a laser focus on delivering value. Today, we're going to talk about how leading marketing organizations are leveraging AI and collaborative work management to not only survive but thrive in today's dynamic landscape. To help me discuss this topic, I'd like to welcome, Christine Royston, Chief Marketing Officer at Wrike. About Christine Royston Christine Royston serves as Wrike's Chief Marketing Officer and is responsible for overseeing the global marketing program, driving a customer-first strategy, and focusing on enterprise growth. Christine joined Wrike with more than 20 years of B2B enterprise marketing experience. She most recently served as Vice President and Global Head of B2B Marketing for Udemy and Vice President and Head of Marketing at Bitly. Christine has also held senior leadership roles at Dropbox, Imperva, and Salesforce. She holds a B.A. from the University of Virginia and an International MBA in Global Marketing from the University of South Carolina Darla Moore School of Business. ,Yes, this will be completed shortly Christine Royston on LinkedIn: https://www.linkedin.com/in/christineroyston Resources Wrike: https://www.wrike.com/ The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Register now for Sitecore Symposium, November 3-5 in Orlando Florida. Use code SYM25-2Media10 to receive 10% off. Go here for more: https://symposium.sitecore.com/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/ Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

How do you market the experience of walking through rooms of illusion that flip reality on its head? In this episode, Stephanie Postles chats with Andy Levey, the mastermind CMO behind the Museum of Illusions, to discover how to craft unforgettable moments that captivate audiences. Learn how to apply these strategies to market brands that sell experiences - from local business, SaaS, B2B, and more. Key Moments:00:00 Andy Levey Turns Wonder Into Marketing Strategy02:00 Inside the World's Most Photographed Museum04:00 From Wall Street to Vegas Viral Experiences07:30 Building the Biggest Brand No One's Heard Of09:30 Cracking the Local Playbook for Global Growth14:14 Data and Science Behind Going Viral16:44 Marketing FOMO With Radio and Influencers19:00 Winning Local Search and the AI-Discoverability Game24:00 Bringing Emotion Back to B2B Marketing27:23 How to Make Customers Feel Your Product33:43 Lessons from Failed Launches38:10 Using AI to Scale Creative, Not Replace It45:00 The Best Marketing Campaigns51:00 Marketing Trends Outro Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.