Podcasts about b2b marketing

It's not easy to make people rethink their assumptions. If you want to shift perception, you need to challenge expectations, gently, cleverly, and sometimes with a perfectly executed deepfake.That's the brilliance of Orange's Women's Soccer Ad, a mind-bending celebration of women's soccer disguised as a highlight reel of men's soccer. And in this episode, we're decoding its genius with the help of Angie Westbrock, CEO of Standard AI.Together, we explore what B2B marketers can learn from surprising your audience, staying true to both your brand and your customer, and not allowing biases to affect your content.About our guest, Angie WestbrockAngie Westbock's mission is to build high-performance, diverse teams that transform challenges into opportunities. With a solid background as COO and now CEO, she thrives on aligning our company's strengths to create impactful solutions, all while cultivating a culture that celebrates diversity and encourages groundbreaking ideas.Angie is currently serving as the CEO at Standard AI, a startup using AI and computer vision technology to help retailers and brands optimize operations and bottom lines through real-time insights into shoppers' in-store experiences. With a non-traditional background beginning in CPG and then moving into tech, her experience spans from stealth start-ups to IPO to Fortune 500 companies. Leveraging this expertise in commercialization strategy and growth, Angie is able to guide organizations through every phase of development. What B2B Companies Can Learn From Orange's Women's Soccer Ad:Surprise your audience. Great marketing can earn attention through clever misdirection, then deliver a powerful payoff. The Orange ad didn't just say women's sports deserve respect,  it showed it by tricking viewers into watching with existing bias, then rewiring their perception. Angie explains, “Had they not executed the deepfake as well as they did, you would've noticed it from the beginning, and it would've just validated any of the biases that were already there.” The same applies to B2B: stop announcing your message, design it to unfold in a way that surprises and engages.Technology isn't the story; the outcome is. Orange used advanced deepfake technology, but they never made that the headline. The ad wasn't about AI, it was about bias, identity, and respect. The technology was the tool, not the message. “We always try to  tie it to the customer's use cases and ROI versus just about the tech,” says Angie. This is a trap many B2B companies fall into. You're proud of your tech stack, your infrastructure, your proprietary model, and rightly so. But your buyer doesn't care. They care about what your product helps them become. Sell the before and after, not the engine.Don't let your biases affect your content. Too many B2B marketers create content for the people who already agree with them, existing customers, internal stakeholders, or the "safe" ICP. But powerful messaging challenges assumptions. Orange didn't make an ad to celebrate women's soccer for people who already love it, they made an ad to get skeptics to pause and rethink. Angie says, “It wasn't just to the women to honor them and to empower them. It was actually to the men also, to say, you need to revisit your thinking here.” In B2B, you're often selling change: a new workflow, a new tool, a new way of doing things. That means your messaging needs to meet people where they are, not where you wish they were. Quote“ We get so caught up in what we want to say that we don't take into consideration the very specific viewpoints of the customer that you're selling to and making sure that it's going to land with them in a way that aligns with how they're thinking.Time Stamps[00:55] Meet Angie Westbrock, [01:00] Why Orange's Women's Soccer Ad [01:50] What Standard AI Actually Does[05:33] Why Physical Retail Is Still Underrated[11:38] Designed for Rewatching and Social[13:51] Real Tech, Real Players, Real Impact[14:55] Messaging That Reaches the People Who Need to Hear It[21:59] B2B Marketing Takeaways from Why Orange's Women's Soccer Ad [34:38] Not a Cheap Trick — A Trusted Brand Moment[38:13] It All Starts With a Single Shift in Mindset[40:00] What Marketers Want From In-Store Strategy[47:41] Standard AI's Brand Strategy and Differentiation[52:40] Final Thoughts: Break Through the NoiseLinksConnect with Angie on LinkedInLearn more about Standard AIAbout 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.

How are B2B marketing teams really using AI today?In this episode, we kick off a brand-new mini-series reflecting on the biggest insights from our sister podcast, B2B Content Strategist. First up: AI.After speaking with 20 leading B2B marketers, we've uncovered how teams are experimenting with AI, what's actually working, and where it's going wrong. From content creation to workflow automation, from compliance headaches to the rise of human-centric storytelling — this episode pulls together the lessons, warnings, and opportunities shaping AI in B2B marketing right now.Find out:What B2B marketing teams are using AI for (ideation, drafting, proofreading, workflow automation & more)Why AI is seen more as an efficiency tool than a creatorWhere leaders are drawing the line: originality, brand voice, and thought leadershipThe biggest AI pitfalls — from “samey” content to compliance risksWhich AI tools are most popular with marketing teams todayHow human-led, authentic storytelling is becoming even more important in the AI eraImportant links & mentions:B2B Content Strategist: https://www.content10x.com/b2b-content-strategist/Amy on LinkedIn https://www.linkedin.com/in/amywoods2/Shannon Howard on Linkedin: https://www.linkedin.com/in/mjcrawford1/Martin Malloy on Linkedin: https://www.linkedin.com/in/martinmalloy-ca/Luba Czyrsky on Linkedin: https://www.linkedin.com/in/lubaczyrsky/Paul Way on Linkedin: https://www.linkedin.com/in/pkway/Mike D'Errico on Linkedin: https://www.linkedin.com/in/michael-derrico/Matt Crawford on Linkedin: https://www.linkedin.com/in/mjcrawford1/Content 10x: https://www.content10x.com/Amy's book: www.content10x.com/book (Content 10x: More Content, Less Time, Maximum Results)Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations.

#277 Growth | Dave is joined by Emma Robinson, Head of B2B Marketing at Canva, and Kristine Segrist, VP of Consumer Marketing at Canva. Together, Emma and Kristine lead the teams driving Canva's growth across both enterprise and consumer audiences, helping the company scale into a platform now used by over 95% of the Fortune 500.Dave, Emma, and Kristine cover:How Canva balances brand-building with pipeline accountability, and why they view brand investment as long-term growth.The playbook Canva uses to turn bottom-up adoption into enterprise deals, including how product signals guide upsell and expansion.How their team structure, data science investments, and creative bets (like the Love Your Work campaign) work together to scale B2B marketing without losing Canva's approachable brand identity.This episode offers a practical look at how one of the world's most recognizable platforms approaches B2B growth.Timestamps(00:00) - – Intro (03:48) - – Canva's marketing org structure (06:48) - – Blurring B2B and B2C (11:48) - – How Canva measures marketing impact (16:48) - – Turning free users into enterprise deals (21:48) - – Data science's role in marketing (24:48) - – Balancing brand bets with ROI (31:23) - – Inside the “Love Your Work” campaign (38:23) - – How Canva executes large campaigns (42:23) - – Building enterprise credibility and trust (45:23) - – FedEx case study on brand governance (49:23) - – Lessons from Google and Meta (53:23) - – Why creativity is a marketing superpower (55:23) - – Closing thoughts Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***Today's episode is brought to you by Walnut.Why are we pouring all this effort into marketing just to push buyers to a “request a demo” or “contact sales” button?Come on, today's buyers don't want to talk to sales right away. They want to explore your product themselves, see how it works, and understand its value before booking a meeting.That's where Walnut comes in.Walnut empowers marketers and GTM teams to create interactive, self-guided product experiences in minutes. Embed these experiences on your site, in emails, or anywhere in your funnel to let buyers engage on their terms, from awareness to close and beyond. That's the beauty of Walnut - you're getting a platform that your sales and CS colleagues can use to showcase the product too.And the best part? You get real intent data—see which features prospects love, where they drop off, and what's actually driving pipeline. Demo Qualified Leads are the new MQL.Over 500 companies, like Adobe and NetApp, use Walnut to drive 2-3x higher website conversion rates and 7 figures in pipeline on a yearly basis. So do you want to drive more leads, shorten sales cycles, and actually show your product instead of hiding it behind another typical B2B CTA? Go check out Walnut.io. And if you tell them Dave from Exit 5 sent you, they'll build out your first demo for free!

In this episode of Women in B2B Marketing, Jane Serra sits down with Neha Verma, founder of the Partner Marketing Community and a 15+ year marketing leader, to explore the evolving world of partner marketing.Neha shares her journey from studying economics in New Zealand to becoming a global voice in partner marketing - and how an “accidental” career move turned into her passion and purpose. Together, Jane and Neha dive into:How Neha pivoted from economics into marketing and discovered a career in partner marketingThe story behind the Partner Marketing Community and why it's intentionally focused on collaboration, not sellingWhy partner marketing is resurging as companies lean on ecosystem growth and relationshipsThe top challenges for partner marketers today: budget cuts, AI adoption, and navigating layoffsWhy partner marketing is a critical revenue driver that should never be first on the chopping blockHow to measure partner marketing impact when attribution is messy (and why “marketing vs sales credit” should end)The role of partner enablement and field marketing in staying top-of-mind and driving account growthHow to manage partnerships when a partner goes silent - and when it's time to move onNeha's advice for marketers: focus on impact, people, and health more than titlesIf you've ever wondered how to thrive in partner marketing, build stronger collaborations, or simply get off the “marketing vs sales credit” hamster wheel, this conversation is packed with insights you can put to work.Key Links:Guest: Neha Verma – LinkedIn Host: Jane Serra – LinkedIn––Like WIB2BM? Show us some love with a rating or review. It helps us get these amazing women in front of the bigger audience they deserve.

In this episode of the Scaling Japan Podcast, we're joined by Robert Heldt, CEO of AIM B2B, to explore how marketing in Japan is transforming.Robert shares exclusive data and insights from the 2025 State of Marketing report in Japan and across APAC. From skyrocketing AI adoption to a sharp dip in content marketing effectiveness, this episode unpacks what's changing, why it matters, and how companies can adapt.If you're a marketing leader, brand manager, or agency working in Japan, this episode is your inside guide to what's working and what's next.AIM B2B – Integrated Marketing & PR in AsiaThis episode is sponsored by AIM B2B, Tokyo's leading integrated marketing and PR agency since 2008, formerly known as Custom Media. Helping global brands grow across Japan and the APAC region with:• Localized storytelling to build trust • Strategic performance marketing for measurable growth • Account‑based marketing (ABM), paid media, GEO, and SEO • HubSpot‑certified CRM & marketing automation • Data‑driven implementation with cultural expertiseLearn more: https://aim-b2b.com/Show Notes:00:00 – Introduction01:12 – Overview of the Podcast02:10 – Recap on 2024 Report03:10 – Surveys on Marketing Report06:15 – Significant Changes in Results: AI Usage for Marketing07:50 – Findings About Similarities: Storytelling, Content Objectives09:52 – Report Regarding Usage of Generative AI and AI in General14:00 – Significant Changes in Results: Content Marketing as A Strategy18:36 – Story of Rebranding AIM B2B from Custom Media24:50 – Finding that Impacted AIM B2B's Strategy: Outsourcing39:07 – Types of Content from B2B Companies41:30 – Importance of Thought Leadership Content45:55 – Content Marketing Trends in Japan49:32 – Top 3 Skills Marketers Will Need50:45 – How AIM B2B is Scaling Clients' Success52:33 – How to Connect with RobertLinks from Guest Appearance:Robert Heldt on LinkedIn : https://www.linkedin.com/in/robertheldt/Link to Report : https://aim-b2b.com/blog/longform/content-marketing-japan-2025-insights/AIM B2B Podcast : https://aim-b2b.com/podcast/AIM B2B: https://aim-b2b.comCoaching with Tyson Looking to take your business to the next level? Let our host Tyson Batino help you scale from $100,000 to $10,000,000 with his coaching and advisory services.

Copy and paste content doesn't build a connection. If you want your brand to resonate, you need to go deeper, more human, more emotional, more real.That's executed perfectly by The Last of Us, a post-apocalyptic story that became a global phenomenon not because of monsters, but because of its heart. In this episode, we're taking a closer look with the help of our special guest, Ashley Emery, CMO at VelocityEHS.Together, we explore what B2B marketers can learn from emotional storytelling, breaking traditional formats, and building real resonance with your audience (even in the most unexpected places).About our guest, Ashley EmeryAshley excels in driving growth and innovation in B2B technology organizations, both at the global enterprise and high-growth start-up scale. She holds an Executive MBA and specializes in demand generation and revenue-focused marketing strategies. Ashley has a proven track record of building and leading high-performing marketing teams, having served as Head of Global Campaigns for the Database and Analytics category at AWS, VP of Marketing at Emburse, and most recently, the SVP of Demand Generation at Employ, the parent company of JazzHR, Jobvite, and Lever.What B2B Companies Can Learn From The Last of Us:Story comes before product. In B2B, it's easy to get stuck in the habit of leading with features, capabilities, or technical specs. But as The Last of Us demonstrates, what draws people in is a story they care about, not a list of innovations. Your product may be powerful, but unless your audience understands how it impacts their world or identity, it won't matter. Center the narrative on the customer's journey, pain, and outcome, your product plays a supporting role in that transformation. This shift can completely reframe how you approach content, ads, and even your brand voice. Ashley advises, “Lead with a human-centric storytelling. Don't sell features… the product is the enabler, it's not the hero.”Your audience might not be who you think. “Even if you think you understand your audience, you may not,” said Ashley, who was surprised herself, as she was so drawn to the series. Just as The Last of Us broke out of its presumed “gamer” audience, B2B brands often have unexpected buyers, champions, or influencers they're missing. Assumptions based on firmographics or industry stereotypes can be limiting. VelocityEHS found that their safety-focused customers were actually risk-tolerant thrill-seekers outside of work, which changed how they positioned messaging. This is a call to continuously validate personas, run qualitative interviews, and listen for nuance. Your best buyers may not look like your ICP on paper.The medium shapes the message. It's not enough to have a great story, you have to tailor it to the channel and format. A 60-minute podcast moment doesn't automatically become a good TikTok. Just like a video game plot doesn't translate directly into a TV script, B2B content has to be rewritten for the medium it's living in. That means writing social hooks, designing natively for mobile, and assuming low context. Ian reminds us that, “-if you take an idea that Ashley says in minute 50 of a podcast and drop it onto LinkedIn, and the person has no context at all who this person is or what they do, then the actual insight itself isn't as interesting or valuable.” Meet your audience where they are, mentally, emotionally, and contextually, or risk wasting great content on the wrong canvas.Quotes“Often in marketing, we get scared of emotion. We try to stay very neutral in our language. We don't want to be provocative, we don't want to be bold, and I think we as humans crave that. The show is a perfect example. The boldness, the emotional connection, and the conflict of the characters was really valuable. There's so much raw emotion and connection in the stories that could be told, and not being afraid to tell an uncomfortable story… is powerful.”Time Stamps[00:55] Meet Ashley Emery, CMO at VelocityEHS.[00:56] Why The Last of Us?[01:42] The Role of CMO at VelocityEHS[02:48] Breaking Down The Last of Us[26:47] B2B Marketing Lessons from The Last of Us[27:36] Human-Centric Storytelling in Marketing[35:16 Understanding Your Audience[38:43] Building an Ecosystem of Content[40:20] The Importance of Star Power[42:14] Embracing Emotional Tension in Marketing[46:11] Final Thoughts & TakeawaysLinksConnect with Ashley on LinkedInLearn more about VelocityEHSAbout 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.

#276 Career Growth | Dave is joined by Kady Srinivasan, CMO at You.com, an AI-first company building infrastructure for enterprise agents. Kady has led marketing at some of the world's most recognizable companies, including Dropbox, Klaviyo, and Lightspeed, where she scaled teams, drove massive revenue growth, and navigated ICP pivots. Now, she's bringing that experience into the fast-changing world of AI.Dave and Kady cover:How to evolve as a CMO across industries, personas, and business modelsThe three core systems CMOs need to scale teams and drive alignmentHow AI is reshaping marketing roles, workflows, and the skills future CMOs will needYou'll walk away with lessons you can apply to your own career, no matter what market or role you're in.Timestamps(00:00) - – Intro (03:03) - – From engineer to reluctant marketer (05:37) - – Gaming years and “coolest mom” cred (07:52) - – The story behind You.com's domain (09:31) - – Why she jumped into AI (12:00) - – Reinventing yourself as a CMO (14:00) - – Fundamentals that never change in marketing (16:13) - – Aligning marketing with company strategy (19:24) - – Pivoting the ICP at Lightspeed (22:26) - – Lessons on cross-functional alignment (25:08) - – Letting go to grow as a leader (27:53) - – Systems every CMO should set up (34:43) - – Why no single playbook works (36:24) - – How AI is reshaping marketing roles (51:04) - – Building an AI-first marketing org and closing thoughts Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***Today's episode is brought to you by Walnut.Why are we pouring all this effort into marketing just to push buyers to a “request a demo” or “contact sales” button?Come on, today's buyers don't want to talk to sales right away. They want to explore your product themselves, see how it works, and understand its value before booking a meeting.That's where Walnut comes in.Walnut empowers marketers and GTM teams to create interactive, self-guided product experiences in minutes. Embed these experiences on your site, in emails, or anywhere in your funnel to let buyers engage on their terms, from awareness to close and beyond. That's the beauty of Walnut - you're getting a platform that your sales and CS colleagues can use to showcase the product too.And the best part? You get real intent data—see which features prospects love, where they drop off, and what's actually driving pipeline. Demo Qualified Leads are the new MQL.Over 500 companies, like Adobe and NetApp, use Walnut to drive 2-3x higher website conversion rates and 7 figures in pipeline on a yearly basis. So do you want to drive more leads, shorten sales cycles, and actually show your product instead of hiding it behind another typical B2B CTA? Go check out Walnut.io. And if you tell them Dave from Exit 5 sent you, they'll build out your first demo for free!

There is no pause button on AI. Every day brings a fresh flood of tools, demos, predictions, and pressure to keep up. But what's actually changing inside B2B marketing departments? What's working, what's still hype, and where should CMOs focus?  In this episode, Kevin Ruane (Precisely), Gary Sevounts (Simpplr), and Jeff Morgan (Elements) join Drew to wrestle with how AI is being tested, contained, and scaled inside their teams. They push on when an experiment becomes a mandate, how to keep stacks from turning into a pile of disconnected tools, and why clean data is the deciding factor. The message is clear: AI will not rescue weak strategy. But in the hands of disciplined marketers who are willing to rethink the rules, it changes how marketing runs.  In this episode:  Kevin shares how an AI council and internal champions drive adoption across teams  Gary explains AI as the pipeline's central nervous system that tracks stage flow and triggers timely action  Jeff breaks down SPARK, a Claude prompt framework that defines role, workflow, brand voice, rules, and KPIs  Plus:  How to set AI goals and metrics your CEO will back  Why data readiness is the first step to any AI win  What skills and roles a marketing team needs to run AI safely  When to graduate a pilot into a standard workflow  If you want to hear how CMOs are experimenting with AI and resetting the rules of engagement, this one's for you!  For full show notes and transcripts, visit https://renegademarketing.com/podcasts/ To learn more about CMO Huddles, visit https://cmohuddles.com/

Are you tired of spending hours on social media without seeing real client leads? Still wondering how to book more discovery calls that don't feel awkward, cold, or salesy? In today's episode, we're breaking down the LinkedIn strategy consultants and coaches are using to land high-quality leads—on repeat. I'm joined by Sara Royf, founder of Communications with Sara, who has helped over 100 business owners use LinkedIn to find clients without paid ads, cold pitches, or content overload. Sara first discovered the power of LinkedIn more than 10 years ago while promoting a nonprofit she founded—Student Organ Donation Advocates—which she helped scale from 1 to 115 chapters and raised nearly $1M organically. Now, she teaches coaches and consultants how to use simple, authentic LinkedIn strategies to grow their business. She lives in Tel Aviv with her husband, baby Liam, and dog, Quentin. Key Takeaways The biggest mistake people make when posting to LinkedIn Why copy-pasting content from Instagram doesn't work How to optimize your LinkedIn profile like a landing page Finding potential clients and referral partners on the platform A DM strategy that builds trust instead of creating cringe The “happy question” trap—and what to ask instead Using content to spark connection and guide messaging How to track leads so you stop letting them fall through the cracks Why you don't need LinkedIn Premium to succeed Posting twice a week to stay visible and valuable Connect with Sara Royf Website: sararoyf.com LinkedIn: Sara Royf Free Profile Feedback: DM Sara on LinkedIn to request a personalized audit You don't have to pitch to strangers or post nonstop to get leads. You just need the right profile, the right people—and a real conversation.  

Show Resources Coupon Code to save money on Shape.io: B2 Bidding/Budgeting Episode Join the LinkedIn Ads Fanatics community and get access to our 4 courses to take you from beginner to expert Rate/Review Contact us with any questions, suggestions, corrections! Summary Struggling to keep your LinkedIn Ads budget on track all month long? You're not alone—this week on The LinkedIn Ads Show, host AJ Wilcox dives deep into the tricky world of pacing your ad spend. From the pitfalls of daily budgets and lifetime caps to the tools and strategies that actually work, this episode is packed with expert insights to help you avoid overspending and take full control of your LinkedIn Ads campaigns. Whether you're managing budgets manually or looking for automation that actually delivers, you won't want to miss this one. Show Transcript For the full show transcript, see the show notes page here: Episode 164

When it comes to marketing, the boldest ideas often come from imagining a future no one else can see, then making it real.That's exactly what Stanley Kubrick achieved with 2001: A Space Odyssey, a film that married meticulous research with visionary storytelling to create the most realistic depiction of space the world had ever seen. In this episode, we explore the marketing lessons behind it with special guest Josh Golden, CMO at Quad.Together, we dive into how marketers can embrace risk, iterate through failure, compete on imagination rather than resources, and create experiences—both digital and physical—that deliver the elusive “wow” factor. All while staying relevant, resonant, and ready to invent the future.About our guest, Josh GoldenAs Chief Marketing Officer at Quad, Josh Golden is architecting the evolution of Quad as a marketing experience company. He leads a highly collaborative team that works with marketers around the world to clear the path for a frictionless solution to easily communicate with their optimal audience.Quad's clients are the lifeblood of its operations, driving the company's evolution and influencing its every action. Josh is helping the company combine Quad's history as a manufacturer and commercial printer with this marketer-obsessed philosophy to best support client growth and eliminate the interference that otherwise causes them to lose time, money, and customers.Since assuming his role, Josh has defined the Quad brand narrative, developed the company's “marketing experience” framing, implemented a new Quad design system and initiated brand and product marketing campaigns for key verticals.With more than three decades of experience in marketing, branding, media, and content, Josh is one of the most prolific connectors in the marketing industry. Prior to joining Quad in 2021, Josh was President and Publisher of Ad Age where he spurred transformative growth for the venerable, 90-year trade publication and media brand. His passion for driving evolution was also on display as Vice President, Global Digital Marketing, at Xerox; Group Director of Digital Marketing at NBC Universal; Chief Digital Officer at Grey Group; Managing Director, Digital at Havas; and head of the first digital division at Young & Rubicam.A self-proclaimed “professional groupie,” Josh avidly follows and cheers people who pursue their passions. He likes playing a little semi-aggressive tennis and makes a killer “cheater” banana bread. He lives in Westchester, NY with his wife and two teenage children.Josh received his MBA from New York University and his B.S. in communications from Ithaca College.What B2B Companies Can Learn From 2001: A Space Odyssey:Embrace the process, not just the end product. Kubrick went through a massive number of iterations before landing on the film we know and love today. Josh says, “There is not one singular moment; it's a series of failures.” In marketing, abandoned ideas aren't wasted. They're the iterations that lead to something great. Like Kubrick, be willing to test, discard, and refine until you find the version that truly resonates. The process is the work.AI can execute, but humans inspire. Hal, the AI in 2001, could run the ship, but couldn't imagine a better way forward. Josh says, “ Humans have the capacity to do the wow factor.” AI can give you the exact steps to execute a campaign, but it can't create the unexpected spark that makes it unforgettable. Your job as a marketer is to deliver that human insight and surprise that AI can't replicate.Inspiration doesn't have to start from scratch.2001 began as a loose adaptation of Arthur C. Clarke's short story The Sentinel, but evolved far beyond it. Josh reflects, “You're ultimately gonna go rewrite it in your own way.” In marketing, you can take inspiration from existing ideas, but the magic comes from reshaping them into something uniquely yours.Quote“There's moments that we all have as marketers where real ideas happen, and I celebrate those…but in truth…There is not one singular moment. It's a series of failures…That inspiration is evident in the film, and it's evident that in the actual process of trying and failing and trying and failing and trying and failing, and then getting to a point where you're like, wow, this is actually kind of okay.'”Time Stamps[00:55] Meet Josh Golden, CMO at Quad[01:27] The Role of CMO at Quad[02:54] Overview of 2001: A Space Odyssey[21:45] B2B Marketing Lessons from 2001: A Space Odyssey[25:28] The AI Character and Its Implications[26:42] AI vs. Human Creativity[43:21] Final Thoughts & TakeawaysLinksConnect with Josh on LinkedInLearn more about QuadAbout 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.

AI video ads are here, but are they ready for prime time? In this episode of Death to the Corporate Video, Umault founder and creative director Guy Bauer shares the five things you need to know before diving in. From the murky legal landscape, to the limits of what AI actually solves, to the backlash (and wasted credits) you should expect - Guy breaks down the realities of making AI-generated ads after producing four of them himself. Whether you're curious about the potential of AI in video marketing or wondering how to avoid the biggest pitfalls, this episode will help you understand where the magic is—and where the hype ends.

#275 LinkedIn Strategy | In this episode, Dave is joined by Brad Zomick, a B2B marketing consultant and host who has helped founders and executives build their presence on LinkedIn. Together they break down why a strong LinkedIn strategy is no longer optional for founders, it's one of the most effective growth levers in B2B today.Dave and Brad cover:Why LinkedIn is still the best channel for founders to build authority, attract talent, and connect with customersHow to turn everyday founder communications into high-impact LinkedIn contentThe unexpected ROI of founder-led content, from recruiting and partnerships to real-time message testingIf you've been wondering how to turn LinkedIn into a real growth engine for your brand, this episode is your blueprint.Timestamps(00:00) - – Intro (03:48) - – Early days of LinkedIn (09:18) - – Building Drift with founder brand (15:18) - – Why every founder needs LinkedIn (19:18) - – The hidden ROI of posting (27:53) - – Dave's personal posting system (31:23) - – How to never run out of content (35:23) - – Unexpected benefits of being visible (39:53) - – Is it too late to start? (42:53) - – Who inspires Dave today (45:08) - – What's next for Exit Five (46:53) - – Closing thoughts Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***Today's episode is brought to you by Walnut.Why are we pouring all this effort into marketing just to push buyers to a “request a demo” or “contact sales” button?Come on, today's buyers don't want to talk to sales right away. They want to explore your product themselves, see how it works, and understand its value before booking a meeting.That's where Walnut comes in.Walnut empowers marketers and GTM teams to create interactive, self-guided product experiences in minutes. Embed these experiences on your site, in emails, or anywhere in your funnel to let buyers engage on their terms, from awareness to close and beyond. That's the beauty of Walnut - you're getting a platform that your sales and CS colleagues can use to showcase the product too.And the best part? You get real intent data—see which features prospects love, where they drop off, and what's actually driving pipeline. Demo Qualified Leads are the new MQL.Over 500 companies, like Adobe and NetApp, use Walnut to drive 2-3x higher website conversion rates and 7 figures in pipeline on a yearly basis. So do you want to drive more leads, shorten sales cycles, and actually show your product instead of hiding it behind another typical B2B CTA? Go check out Walnut.io. And if you tell them Dave from Exit 5 sent you, they'll build out your first demo for free!

How Pennant Moldings Uses AI and Traditional B2B MarketingB2B Marketing Excellence & AI Podcast with Donna PetersonIndustrial marketing isn't like selling shoes or software. It takes time, trust, and a strong understanding of how real relationships drive long-term results.In this episode, I sit down with Brian Contini, VP of Sales and Marketing at Pennant Moldings, to hear what's actually working for their team right now. We talk about how they're combining traditional methods—like trade shows and in-person visits—with smart use of AI to support research, improve outreach, and build stronger customer connections.Whether you're in metals, plastics, or any industrial space, this episode is full of practical takeaways you can use right away.Top 5 Topics We Cover:Why traditional marketing still works—and when to use itHow Pennant is using AI to streamline sales researchWhat's working in email marketing todayThe importance of knowing your audience in technical industriesHow to maintain trust while integrating new tools like AIWhat You Can Do Today:Revisit your email outreach—are you focusing on the recipient's challenge first?Identify one traditional tactic (like trade shows or phone calls) that deserves renewed attention.Choose one AI tool that could save you time with research or outreach—start testing it in a small way.Talk to your sales team: Where do they feel AI supports their efforts—and where does it get in the way?Let's keep the conversation going:How are you helping your industrial brand stand out and build stronger relationships?Leave a comment, send me a message, or reach out at dpeterson@worldinnovators.com. I'd love to hear what's working for you.If this episode helped you in any way, consider leaving a quick review. It helps us continue sharing real strategies that support industrial brands doing meaningful work.

Send us a textMichelle Miller's career path is anything but ordinary, which is exactly what makes it so relatable.From switching colleges to launching a strategic marketing agency, Michelle has built a career on sustainable growth, cross-functional alignment, and no-nonsense mentorship.In this episode, she joins Danny Gavin to unpack the real challenges (and surprising rewards) of marketing technical products, mentoring young professionals, and thriving in male-dominated, B2B industries. It's a conversation grounded in experience with lessons for every level of marketer, agency leader, or business builder.Episode Highlights: Discover Michelle's approach to mentoring with empathy, balancing encouragement with real-world advice. Michelle shares her entrepreneurial growth journey from solo consultant to scaling agency founder, as well as her experience working in traditionally male-dominated industries. Michelle defines B2B marketing as every interaction that builds toward a purchase, not just the campaigns.Hear how a 48-hour hurricane-response launch proved the power of balancing strategy and speed.Learn why Michelle prioritizes cross-functional buy-in and long-term content planning over quick hits.Episode Links: Michelle Miller on LinkedInCreativateFollow The Digital Marketing Mentor: Website and Blog: thedmmentor.com Instagram: @thedmmentor Linkedin: @thedmmentor YouTube: @thedmmentor Interested in Digital Marketing Services, Careers, or Courses? Check out more from the TDMM Family: Optidge.com - Full Service Digital Marketing Agency specializing in SEO, PPC, Paid Social, and Lead Generation efforts for established B2C and B2B businesses and organizations. ODEOacademy.com - Digital Marketing online education and course platform. ODEO gives you solid digital marketing knowledge to launch/boost your career or understand your business's digital marketing strategy.

In this episode of Women in B2B Marketing, Jane Serra sits down with Sheevaun Thatcher, VP of Revenue Enablement at Demandbase, to unpack what enablement really means when done right.With decades of experience spanning pre-sales, sales, and enablement leadership, Sheevaun shares the lessons learned from building programs that actually move the needle on productivity, retention, and revenue influence. Far from “just training” or “content delivery,” her approach treats enablement as a true business within a business - complete with strategy, investors, and measurable outcomes.Jane and Sheevaun dive into:Sheevaun's career path from pre-sales into enablement and the lessons learned through each “version” of enablement she builtWhat revenue enablement really means (hint: it touches everyone who influences revenue, not just sales)The difference between being responsible to sales versus responsible for revenueThe five key questions that keep enablement focused on what matters mostThe four pillars of enablement: GTM clarity, aligned content, just-in-time training, and tribal knowledgeHow to align enablement with marketing and product to ensure content is actually adopted and useful in customer conversationsWhy “standard demos” and “budget questions” don't work - and better approaches to bothThe role of coaching, why high performers don't always make strong managers, and how to train managers to actually coachHow AI and just-in-time enablement are changing how sellers learn and apply skillsWhen a company is really ready for enablement (and why your first hire should be senior, not junior)Key Links:Guest: Sheevaun Thatcher – LinkedIn Host: Jane Serra – LinkedInSheevaun's LinkedIn Articles Mentioned:https://www.linkedin.com/pulse/r2n4-enablement-keystone-sheevaun-thatcher-cpc-tsqcc/https://www.linkedin.com/pulse/my-5-fave-enablement-questions-sheevaun-thatcher-cpc-xr7gf/––Like WIB2BM? Show us some love with a rating or review. It helps us get these amazing women in front of the bigger audience they deserve.

When small-market teams face off against deep-pocketed competitors, winning means rewriting the rules of the game. That's exactly what happened in Moneyball, where the Oakland A's turned to unconventional metrics and overlooked talent to outsmart the league's biggest spenders. In this episode, we explore the marketing lessons behind it with special guest Scott Greenwald, CMO at Linedata.Together, we dive into how B2B marketers can rethink the metrics that matter, compete asymmetrically against larger rivals, align teams around bold strategies, and tell stories that stick, all while staying credible, prepared, and ready to adapt.About our guest, Scott GreenwaldAt Linedata, Scott's tenure as Chief Marketing Officer has been marked by the successful leadership of a dynamic, multi-lingual team and the creation of transformative digital marketing strategies. Our efforts have resulted in a staggering 600% year-over-year increase in web traffic, contributing significantly to a 20% generation of the sales pipeline.Scott's role extends to overseeing the marketing budget and launching a new CRM and Marketing Automation tool, which has streamlined Linedata's pipeline review process and accelerated the sales cycle. With a focus on driving market visibility and thought leadership, Scott's strategic campaigns across key global markets have empowered Linedata to cement its presence in the competitive financial services industry.What B2B Companies Can Learn From Moneyball:Focus on the outcomes that matter.  In Moneyball, the point wasn't to sign the flashiest “five-tool” players; it was to score runs. The same is true in marketing. Scott says, “In the end, it's how many of the MQLs turn into opportunities or new business? And that's what we focus on.” Metrics that look good in a report mean nothing if they don't turn into real pipeline and closed deals. In B2B, your scoreboard isn't impressions or clicks, it's revenue.Credibility over volume in content. AI makes it easy to crank out more content than ever before, but more isn't always better. “If we suddenly increased our, our, our output fivefold, we, we would lose that credibility,” Scott says. His team uses AI to adapt and reformat high-quality core pieces, not flood the market with fluff. Your audience notices when your content is consistent, credible, and worth their time—and they notice just as fast when it's not.Compete asymmetrically. The A's couldn't outspend the Yankees or Red Sox, so they had to outthink them. That meant challenging every “sacred cow” in baseball and finding value others overlooked. Scott explains, “You can't come in here and say, I'm going to transform this marketing organization into what I had before… you have to assess the talent pool [and] review the best way of spending the marketing budgets you have.” In marketing, the same rule applies: when you can't match your competitors' budget, you win by rewriting the playbook.Quote“It is our responsibility as storytellers of not just giving the business what they want, but also giving the audience what they need to hear.”Time Stamps[00:55] Meet Scott Greenwal, CMO at Linedata[01:04] Why Moneyball?[06:45] Behind the Scenes of Moneyball[10:00] B2B Marketing Lessons from Moneyball[31:51] The Importance of Storytelling[37:18] The Role of Communication in Change Management[41:02] The Evolution of Marketing Automation[45:30] Balancing Content Quality and Quantity[47:00 Final Thoughts & TakeawaysLinksConnect with Scott on LinkedInLearn more about LinedataAbout 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.

#274 Growth | In this episode, Dave is joined by Sean Lane, Founding Partner at BeaconGTM and RevOps expert, to talk about scaling RevOps in B2B. With over a decade of experience at Drift and other B2B SaaS companies, Sean shares actionable tips for marketers looking to align operations with business goals.Dave and Sean cover:How to build alignment between sales, marketing, and opsWhy early-stage companies must align operational complexity with their growth maturityHow continuous planning helps marketing and ops teams stay agile as business challenges come upTimestamps(00:00) - - Intro to Sean (07:11) - - Going From Founder Led Sales to Having A Professional GTM (09:52) - - How Ops Bridges Business Goals (13:42) - - How To Align Sales, Marketing, and Operations (17:51) - - Why You Need A Clear Marketing Strategy (20:17) - - How To Build A Partnership Between Marketing and Operations (26:41) - - Guidelines for long term vs short term budgeting and planning (32:19) - - Marketing's Role At The Bottom Of The Funnel (37:14) - - How To Get “Hand-raisers” For Your Product In The Customer Journey (41:06) - - Do Engaged Accounts Measure The Success Of Marketing? (42:56) - - Sean's Podcast ROI (45:12) - - AI Use Cases In Ops (50:14) - - How To Hire A Good Ops Person (53:42) - - Closing Remarks Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***Today's episode is brought to you by Walnut.Why are we pouring all this effort into marketing just to push buyers to a “request a demo” or “contact sales” button?Come on, today's buyers don't want to talk to sales right away. They want to explore your product themselves, see how it works, and understand its value before booking a meeting.That's where Walnut comes in.Walnut empowers marketers and GTM teams to create interactive, self-guided product experiences in minutes. Embed these experiences on your site, in emails, or anywhere in your funnel to let buyers engage on their terms, from awareness to close and beyond. That's the beauty of Walnut - you're getting a platform that your sales and CS colleagues can use to showcase the product too.And the best part? You get real intent data—see which features prospects love, where they drop off, and what's actually driving pipeline. Demo Qualified Leads are the new MQL.Over 500 companies, like Adobe and NetApp, use Walnut to drive 2-3x higher website conversion rates and 7 figures in pipeline on a yearly basis. So do you want to drive more leads, shorten sales cycles, and actually show your product instead of hiding it behind another typical B2B CTA? Go check out Walnut.io. And if you tell them Dave from Exit 5 sent you, they'll build out your first demo for free!

This week we tucked in our shirt, straightened our tie and resisted the temptation to nip off for a quick vape behind the pickle-ball court, all in order to suitably impress our guest, one of the world's greatest marketing academics, Professor Byron Sharp.  A man who would need no introduction (if we weren't contractually obliged to provide all our pod guests with one) Prof Byron is one of the world's most respected thinkers in the field of brands and consumer behaviour. Unless you're deliberately trying to get yourself fired from your marketing role, you'll no doubt have read his seminal book ‘How Brands Grow' and, if you're especially lucky, you may well have learned directly from the man himself in one of his globally prestigious academic roles.  A speaker, a teacher, a thinker and a pioneering researcher, Byron still has the time to be a thoroughly entertaining podcast guest, and is famously happy to share the kind of knee-buckling market truth that the industry fears but also really, really needs. In an episode where Byron jabs a scholarly finger into the flabby thinking that holds brands back, we ponder the many different disciplines a proper marketer should be able to wrap their heads around if they want a consumer to care. This episode is proudly dedicated to John Scriven.  Follow Byron on LinkedIn ///// Timestamps 03:27 - Early Jobs and Academia 04:38 - The Importance of Real-World Experience 06:09 - Working with Andrew Ehrenberg 08:28 - The Intent Behind "How Brands Grow" 09:41 - Marketing Blind Spots and Unexplored Areas 10:30 - Cognitive Biases and Behavioral Science 11:48 - The Role of Heuristics in Consumer Behavior 12:43 - Understanding Double Jeopardy Law 14:08 - Consumer Efficiency vs. Laziness 15:26 - Predictive Power of Marketing Science 16:06 - The Weirdness of the Real World 17:37 - Misconceptions About Marketing Science 19:40 - The Role of Synthetic Research 32:58 - B2B Marketing and Growth Strategies 35:22 - The Value of Awards in Marketing Byron's Book recommendations are: The Halo Effect by Phil Rosenzweig Everything is Obvious by Duncan Watts The Signal and the Noise by Nate Silver     /////

In a world full of polished content, authenticity is what truly cuts through.That's the secret behind Armchair Expert, the wildly popular podcast from Dax Shepard that mixes candid conversation with crowd-sourced chaos. In this episode, we unpack the marketing insights behind it with special guest Derek Weeks, Chief Marketing Officer at Katalon.Together, we explore what B2B marketers can learn from building real connections, inviting community participation, and letting go of perfection to create content people genuinely trust and engage with.About our guest, Derek WeeksDerek Weeks is the Chief Marketing Officer at Katalon. He is a driven, results-oriented CMO with a proven ability to achieve multiple successful exits, build and execute bold go-to-market strategies for each stage of business growth, and demonstrate solid returns on marketing investments. Accomplished at building high-performing teams, driving quality marketing-sourced pipeline, developing massive communities, and collaborating with sales teams to meet business targets.What B2B Companies Can Learn From the Armchair Expert Podcast:Vulnerability builds trust and attention. Derek Weeks emphasizes that Armchair Expert's standout quality is its authentic vulnerability, which creates a powerful emotional connection with listeners. He explains, “It's really about being human… It builds an emotional connection with your brand.” Derek draws a parallel to B2B marketing, highlighting that it's crucial to showcase real people behind the brand to forge trust.Mix long-form and short-form content strategically. Armchair Expert masterfully balances 90-minute conversations with short, snackable segments like Armchair Anonymous. Derek believes this dual-format approach is essential for B2B marketing: “That kind of mix of long and short is something that you have to play into as a marketer and realize your audience expects different things at different times.” He stresses that marketers must go deep when it matters, but also repurpose content aggressively to cater to varied audience behaviors, especially across platforms like TikTok.Empower community-generated content. Derek praises Armchair Expert for its use of community-driven content through Armchair Anonymous, where listeners share personal stories weekly. He says, “They really don't have to spend time creating content at all… believe in your community and the value that they create.” B2B marketers should harness their user-generated content to scale content creation far beyond the limits of a marketing budget.Quotes“ You have to think about what draws people to the next.  What did you do in that moment that got people to say, ‘This is worth following or paying attention to or coming back again?'  Figure out what's going to make people come back, not what makes people appear the first time.  The first time is kind of an easy win. The second time, or third time, or 10th time is the hard part.”Time Stamps[00:55]  Meet Derek Weeks, CMO at Katalon[01:23]  Why Armchair Expert?[03:01] Vulnerability and Trust in B2B[08:58]  Don't Build Campaigns, Build Conversations[13:37] The Long-Form to Short-Form Pipeline[19:05] Unfair Mindshare[21:47] What Armchair Expert Gets Right[24:01] Practical Ways to Bring Personality into B2B[27:38] Final Thoughts & TakeawaysLinksConnect with Derek on LinkedInLearn more about KatalonAbout 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.

In this episode of Confessions of a B2B Entrepreneur, host Jamie Pagan, from the Revenue Career Ladder podcast, speaks with Tom Hunt, founder of the B2B podcasting agency Fame. They discuss Tom's unconventional career journey, beginning with early jobs frying chips and washing dishes, which instilled a strong work ethic. The conversation traces his path through large consulting firms like Ernst & Young, and Accenture, where he learned invaluable soft skills and remote management. It then covers his entrepreneurial ventures, from a failed male leggings company to a successful SaaS business, before he finally doubled down on his passion for marketing and audience building to create Fame. This episode provides an honest and tactical look at how a non-linear career path can lead to entrepreneurial success.

AI “agents” have been hyped to death—but very few are truly delivering real-world impact. In this episode, we cut through the vaporware with Christian Wiens, co-founder of Loman, an AI voice agent platform transforming how restaurants handle customer calls, orders, and reservations. Christian shares how Loman went from a two-person idea to serving hundreds of restaurants and hitting $1.5M ARR in record time. We dive into why voice is the most natural, context-rich way for humans to communicate—and how AI agents that do real work (not just answer questions) will change how we interact with businesses forever. You'll hear how Loman's restaurant agents integrate directly with POS systems to take orders end-to-end, the surprising reasons Gen Z prefers talking to AI over humans, and why the future of a brand's “front door” may be an AI personality instead of a website. Christian also breaks down Loman's explosive growth playbook—from ditching cold email for native social ads, to filming on-location customer stories that convert like crazy. We cover the realities of AI-generated ads, programmatic SEO, and why outcome-driven automation is the only AI worth paying for.What You'll Learn in This EpisodeWhat really defines an AI agent—and why most products don't qualifyHow voice-based AI can capture richer customer context than any app or formThe operational pain restaurants face with missed calls and how AI solves itWhy customers don't care if it's AI or human—only that it gets the job doneGen Z's surprising comfort with AI calls (and discomfort with human ones)The two make-or-break factors every AI agent needs to succeedHow to create “native feel” ad creatives that crush on socialWhy hyper-specific vertical integration beats horizontal AI every timeThe massive untapped potential for outbound AI voice (and the legal gray areas)Christian's vision for a future where AI agents replace websites as the primary customer touchpointChapters00:00 – Intro & The AI Agent Hype vs. Reality 04:18 – What an AI Agent Really Is 09:02 – Why Voice Is the Ultimate Interface 13:47 – The Restaurant Industry's Missed Call Problem 18:25 – Gen Z's Comfort with AI Calls 22:58 – Vertical vs. Horizontal AI Strategies 27:41 – Loman's Explosive Growth Playbook 32:16 – Ads That Feel Native & Convert 37:08 – Outbound AI Voice & Legal Considerations 42:55 – The Future: AI Agents as the New Websites 47:20 – Closing Thoughts & How to Connect with ChristianConnect with Christian Wiens:LinkedIn – https://www.linkedin.com/in/christianwiens/Website – https://www.loman.ai/

#273 Leadership | Matt is joined by Rachel Weeks, a veteran B2B marketing leader with over 20 years of experience guiding companies through acquisitions, layoffs, and tech disruption. Rachel has led both corporate and field marketing teams and is passionate about recognition-driven team cultures that retain and empower top talent.Matt and Rachel cover:How to build a recognition strategy that actually improves retention (without needing a big budget or fancy platform)Why employee motivation dips during times of stress, layoffs, or AI disruption and what great leaders do differentlyThe role of marketing in internal culture: from branding the program to building peer-driven engagementWhether you're managing a small team or leading an entire department, this episode is packed with practical insights to help you build a culture where marketers feel valued, motivated, and ready to stay.Timestamps(00:00) - – Intro (03:48) - – Rachel's background and leadership lens (06:18) - – What actually makes a recognition program work (08:48) - – How marketing supports internal culture building (11:48) - – Recognition during org changes, stress, and funding rounds (14:48) - – The impact of AI on morale and motivation (18:18) - – What happens when recognition disappears (20:18) - – The “10 minutes by Friday” habit (22:48) - – Easy, no-budget ways to recognize team members (25:48) - – Performance-driven vs. values-driven recognition (30:53) - – Monetary vs. non-monetary rewards (and what people really want) (34:23) - – Recognition vs. pay raises: what the data says (38:23) - – Why people leave even when they're paid well (42:23) - – How to ask for (and give) better feedback (47:23) - – Using AI to create space for strategic work (54:23) - – Final thoughts on leadership, retention, and culture Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***Today's episode is brought to you by Walnut.Why are we pouring all this effort into marketing just to push buyers to a “request a demo” or “contact sales” button?Come on, today's buyers don't want to talk to sales right away. They want to explore your product themselves, see how it works, and understand its value before booking a meeting.That's where Walnut comes in.Walnut empowers marketers and GTM teams to create interactive, self-guided product experiences in minutes. Embed these experiences on your site, in emails, or anywhere in your funnel to let buyers engage on their terms, from awareness to close and beyond. That's the beauty of Walnut - you're getting a platform that your sales and CS colleagues can use to showcase the product too.And the best part? You get real intent data—see which features prospects love, where they drop off, and what's actually driving pipeline. Demo Qualified Leads are the new MQL.Over 500 companies, like Adobe and NetApp, use Walnut to drive 2-3x higher website conversion rates and 7 figures in pipeline on a yearly basis. So do you want to drive more leads, shorten sales cycles, and actually show your product instead of hiding it behind another typical B2B CTA? Go check out Walnut.io. And if you tell them Dave from Exit 5 sent you, they'll build out your first demo for free!

In-person meetings will always be the gold standard for building relationships. But in B2B, you can't always sit across the table right away. That's why B2B Personalized Video Marketing is such a powerful tool—it lets people see you, hear you, and understand your perspective before the first handshake.At World Innovators, we've seen this work firsthand. When I send an email with a short, personal video, people who have never met me before click because they want to see what I have to say. That video starts a conversation—viewers hear my tone, see my face, and begin to understand that I'm here to help them succeed.In this episode, I'll cover:What makes a B2B video truly personalized.Why videos in email campaigns increase engagement.How to make sure the right people see your video.Simple ways to use AI tools like ChatGPT to plan and repurpose content.If you have a video you're proud of but aren't sure how to get it in front of your ideal audience, let's make sure the right people are clicking, watching, and starting the conversation with you.Thank you for listening, please comment below and let me know what you are doing with your B2B Personalized Video Marketing.

Jason Kramer (Founder & CEO, Cultivize), who shared his experience and expertise on how to transform B2B marketing into a profit center. Jason highlighted the importance of linking marketing initiatives to sales results and collecting vital data such as referral sources. He also elaborated on how to use CRM platforms to track leads and stressed the need for stronger marketing and sales alignment.

In this episode of Women in B2B Marketing, Jane Serra chats with Ashley Artrip, GTM Engineering Manager at Clay, author of Career Design, and host of Career Advice You Never Got, to demystify one of the fastest-emerging roles in revenue: go-to-market engineering.Ashley shares her unconventional path from career coaching and entrepreneurship to helping companies architect systems that accelerate growth and create better buying experiences. From her work at Clay (where GTM engineering was born) to her own startup journey, she reveals why intentionality and creative problem-solving are at the heart of every successful go-to-market motion.Jane and Ashley cover:What GTM engineering actually is – and why it's not just “rev ops with a new name”How to design systems that reduce friction across marketing, sales, and customer successReal-world examples of value-led prospecting from brands like Canva and VantaWhy GTM engineers need both systems chops and business acumenThe role AI plays in building smarter, more efficient revenue processesWhen to hire your first GTM engineer (and when to recognize you already have one)How to approach tools like Clay without falling into “blank canvas syndrome”The career skills that make great GTM engineers – and how to build themKey Links:Guest: Ashley Artrip – LinkedIn Host: Jane Serra – LinkedInAshley's Newsletter: Engineering Revenue - a GTM engineer's playbook for success, written by Ashley Artrip.Ashley's Book: Career Design: Design Your Career to Change Your Life by Ashley Artrip, published December 2022.Ashley's Podcast: Career Advice You Never Got - a career‑transition playbook hosted by Ashley Artrip, tackling all those questions you wish you'd been told. Clay University / GTM Resources: Clay University and blog for learning GTM and Clay tools.––Like WIB2BM? Show us some love with a rating or review. It helps us get these amazing women in front of the bigger audience they deserve.

On this episode of Little Talks, we tackle four common B2B marketing myths and set the record straight.First up is the idea that gated content is the only way to generate leads. While putting valuable resources behind a form can work, the hosts explain that leaning on it too heavily can actually shrink your audience and hurt your brand authority. Mixing in ungated assets—like blog posts, videos, and podcasts—helps build trust, position you as a thought leader, and keep you visible in search results. When people already trust you, they're much more likely to say “yes” to that form later.Next, the conversation turns to the misconception that social media is only for B2C brands. In reality, social platforms are just as powerful for B2B—but the playbook is different. LinkedIn shines for thought leadership and networking, while Instagram and even TikTok can spotlight your brand personality and show off your company culture. It's about shifting the mindset from pushing sales to offering help, sparking conversation, and making genuine connections.The third myth challenges the old-school notion that the marketing funnel is a straight line from awareness to purchase. Today's buyer journey is more like a messy web, with people jumping between research, peer recommendations, and direct vendor contact. That's why an omni-channel approach is so important—your brand should be ready to add value at every possible touchpoint, not just at a “stage” in the process.Finally, Sam and Roop address vanity metrics. Sure, likes, followers, and views don't directly equal revenue, but that doesn't mean they're useless. Think of them as your marketing “check engine light”—a signal that your content is connecting with your audience. When a post gets attention, that's your cue to build on the momentum and channel that engagement into more measurable business results.And join us next week for Claudia and Roop's HubSpot INBOUND 25 preview!—Sam, Roop, Claudia and ChelseaTell us what you think!

Turning into your parents might be your worst fear, or your biggest marketing opportunity.That's the brilliance of Progressive's Dr. Rick campaign. It's hilarious, deeply relatable, and sneakily strategic. In this episode, we explore the marketing lessons behind it with special guest Keri McGhee, Chief Marketing Officer at Attentive.Together, we explore what B2B marketers can learn from character-driven storytelling, embracing creative risk, and using humor and relatability to create campaigns that people actually want to talk about.About our guest, Keri McGheeKeri McGhee is the CMO at Attentive, the AI marketing platform for leading brands. She leads strategic global marketing to further build the Attentive brand, overseeing product marketing, revenue marketing, events, partner marketing, communications and content, and brand creative. Keri's past experiences include leading marketing at various start-ups and as a senior director at Zillow, where she led the B2B marketing team of 60+ people, responsible for strengthening partner loyalty and experience for 60,000+ real estate partners. She got her start in tech at Expedia, leading both consumer and corporate travel marketing teams.What B2B Companies Can Learn From Progressive's Dr. Rick Campaign:Take creative risks. Keri's central message is clear: great brand moments come from taking chances. “We take ourselves way too seriously in B2B.  So I think my advice is to step outside of the comfort zone of what the CFO, and the COO, and the CEO say yes to. And do the work to get the customer validation to pitch in some new idea..” B2B marketers often play it safe, focusing on product features, ROI charts, or thought leadership. But real differentiation happens when you create something unexpected, emotional, or funny. The Dr. Rick campaign could've flopped. Instead, it became a cultural reference point.Make your audience feel seen. The best ads are mirrors, not megaphones. Progressive tapped into a deep, relatable insecurity, “Am I becoming my parents?” Keri shares, “It's incredibly memorable, which I think is the most important thing in marketing right now.” For B2B, this could mean identifying moments of self-doubt, imposter syndrome, or job-related stress and playfully reflecting those back to the buyer.Build a fictional persona. A single viral hit is fleeting. A character-driven series builds long-term brand equity. Dr. Rick works because he's a consistent, evolving character. He became a franchise. Most B2B brands invest in one-off videos or campaigns. But serialization keeps audiences coming back, like a show you binge-watch. Keri states, “  I can't think of any B2B that actually has been able to do that…Most of the true B2B play companies are not investing in brand in that way.”Quotes“What we find with B2B buyers is they make decisions as people, not as the companies for which they're spending money for. We undervalue that a lot in B2B marketing…And the reality is, the things that are impossible to measure are where we are starting to place bigger bets because it's the only way to drive differentiation.”Time Stamps[00:55] Meet Keri McGhee, Chief Marketing Officer at Katalon[01:06] Why Dr. Rick?[02:45] The Psychology of Being Seen[04:02] Who Is Dr. Rick?[11:26] Branding in a Commoditized Industry[13:59] Flow vs. Dr. Rick: A Franchise Strategy[15:26] Why B2B Doesn't Do This[22:14] Parents vs. Homeowners[26:35] Keri's Top B2B Takeaway[28:30] Creating Content Around Insecurity[31:20] Why Brands Don't Take Risks[40:56] Final Thoughts & TakeawaysLinksConnect with Keri on LinkedInLearn more about AttentiveAbout 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.

#272 Presentation Skills | Matt is joined by Vincent Pierri, a speaking coach who helps executives and marketers craft compelling, high-stakes talks. With a background as a pastor and public communicator, Vincent has developed a repeatable framework that helps B2B marketers improve how they show up in front of a room, whether it's a conference keynote, a boardroom pitch, or a weekly team update.Matt and Vincent cover:The 4-part framework behind talks that stick: Tension, Trust, Teaching, TakeawayHow to pick the right topic for your talk (and avoid cramming in too much)Why authenticity and simplicity matter more than slide design, and how to keep your delivery grounded and effectiveWhether you're prepping for Inbound, Exit Five's Drive, or just your next big internal presentation, this episode will help you nail the structure and mindset behind a talk that resonates.Timestamps(00:00) - - Intro (02:58) - - Vincent's unusual path to speaking coach (06:48) - - Why marketers need this framework (not just keynote speakers) (09:28) - - The first step: pick one real person you want to help (12:38) - - How to narrow your talk down from too many ideas (15:48) - - The 4-part structure: Tension, Trust, Teaching, Takeaway (18:38) - - Why your talk should start with a problem (not your points) (20:13) - - How to build trust by showing vulnerability (23:18) - - The 3 Cs: Catchy one-liner, Creative analogy, Concrete example (30:23) - - How to make your points memorable (and not Googleable) (33:28) - - Why authenticity beats sounding “smart” (35:38) - - What a strong closing takeaway looks like (38:53) - - When (and how) to start practicing your delivery (40:08) - - Why you should build your talk before your deck (42:33) - - How many slides is too many? (46:23) - - Connecting without slides: lessons from the pulpit (48:38) - - Final advice for marketers prepping talks this fall Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***Today's episode is brought to you by Walnut.Why are we pouring all this effort into marketing just to push buyers to a “request a demo” or “contact sales” button?Come on, today's buyers don't want to talk to sales right away. They want to explore your product themselves, see how it works, and understand its value before booking a meeting.That's where Walnut comes in.Walnut empowers marketers and GTM teams to create interactive, self-guided product experiences in minutes. Embed these experiences on your site, in emails, or anywhere in your funnel to let buyers engage on their terms, from awareness to close and beyond. That's the beauty of Walnut - you're getting a platform that your sales and CS colleagues can use to showcase the product too.And the best part? You get real intent data—see which features prospects love, where they drop off, and what's actually driving pipeline. Demo Qualified Leads are the new MQL.Over 500 companies, like Adobe and NetApp, use Walnut to drive 2-3x higher website conversion rates and 7 figures in pipeline on a yearly basis. So do you want to drive more leads, shorten sales cycles, and actually show your product instead of hiding it behind another typical B2B CTA? Go check out Walnut.io. And if you tell them Dave from Exit 5 sent you, they'll build out your first demo for free!

When AI feels like old news, the most remarkable storytellers don't just talk about it, they show you something you've never seen before.That's exactly what happens in Shell Game, the mind-bending podcast where journalist Evan Ratliff clones his voice and lets it interact with the world without anyone knowing it's not really him. In this episode, we explore the marketing lessons behind it with special guest Kelly Starman, Chief Marketing Officer at MasterControl.Together, we explore what B2B marketers can learn from leading with curiosity, making space for creative risk, and crafting weird, emotional stories that people can't help but talk about.About our guest, Kelly StarmanKelly Starman is a results-focused marketing executive with two decades of driving growth and leading high-performing teams. She has a strong track record in leading large-scale organizational change. Expertise in developing and implementing global go-to-market strategies in the healthcare and technology sectors, including positioning, branding & advertising, digital marketing, demand gen, and marketing automation. What B2B Companies Can Learn From Shell Game:Embrace the weird. Evan Ratliff's podcast stands out because it dares to be different. In B2B, weird isn't a liability—it's an asset. “So much of B2B marketing is just boring,” Kelly says. “I love the idea of being weird… tapping into that and being memorable makes for great marketing.” If your content doesn't break the pattern, it won't break through.Lead with curiosity. Shell Game works because it starts with a single, captivating question: what happens when you clone your own voice and let it speak for you? For Kelly, that spirit of experimentation is essential in modern marketing. “I have not had more fun in my career than I've had in the past six months,” she says. “It has been incredible to really step back and think about what is possible with all this new technology.” Curiosity isn't just a mindset, it's a strategy for discovering what's next before your competitors do.Curate, don't just create. In a world of AI overload, audiences don't want more content, they want better content. That's where curation comes in. “I think there's just so much out there that I find myself really turning to like individuals that I trust,” Kelly says. As marketers, “How do you add value for your customers… where do you go for that curated content to stay as current as you can?” Being a trusted curator builds loyalty in a noisy market.Quote“So much of B2B marketing is just boring... I love the idea of being weird. I usually say like, I want this to be really bold. I want this to be really breakthrough and attention-grabbing."Time Stamps[0:55] Meet Kelly Starman, Chief Marketing Officer at MasterControl[01:07] Why Shell Game?[02:53] The Role of CMO at MasterControl[04:33] What is Shell Game?[12:39] Breaking Down the Content in Shell Game[24:57] B2B Marketing Lessons from Shell Game[28:20] Super Accelerated Learning Techniques[41:28] Mastercontrol's Marketing Strategy[44:38] Measuring ROI Strategically[47:56] Final Thoughts and TakeawaysLinksConnect with Kelly on LinkedInLearn more about MasterControlAbout 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.

In this episode of Confessions of a B2B Entrepreneur, Jeff Rudner, host of 5 to 50: Financial Strategies for Growing Companies, interviews Tom Hunt, Founder and CEO of Fame, to reveal how he built a B2B podcast agency to £4M ARR without external funding. Tom shares lessons from 17 previous business attempts, emphasizing the critical role of financial discipline and the power of hyper-focus on core services. Discover his unique risk assessment framework, practical EOS implementation, and the vital role of culture in scaling. This episode delivers actionable strategies on cash flow, profitability, operational efficiency, and team incentives, demonstrating why doing less exceptionally well is the key to lasting growth.

If your LinkedIn feed looks like a museum of giant n8n screenshots and “comment to get the guide” posts…good. That means the playbook works—when you do it right. Paolo breaks down the exact framework his agency uses to turn LinkedIn into a repeatable inbound lead engine for B2B—especially SaaS, agencies, and info businesses.What You'll LearnLead magnet mechanics that still crush: how to pick the right asset (templates vs. guides), formats that perform (Notion docs, Miro boards, short scroll videos), and the “perceived value + curiosity + scarcity” combo.Hooks that make people click “See more”: trigger desire, fear, or curiosity in the first 3 lines.Pattern interrupts that boost reach: why oversized workflows, zoom-ins, and 10-second sped-up videos spike hover time and help the algo.Profile-as-landing-page: how to structure your headline, Featured section, and CTAs to funnel traffic without tanking post reach.Nurture after the comment: DM prompts that qualify intent, when to drop case studies, and how to avoid low-intent “free audit” traps.Where this shines: B2B SaaS, agencies, consultants/coaches—audiences that are active on LinkedIn and buy from content.Paolo's Playbook (Step-by-Step)Pick the problem (one ICP pain your offer solves).Choose the asset format based on buyer type:Done-for-you buyers → plug-and-play templates.Education/info buyers → guides/videos.Design the preview media to signal value and create curiosity:Notion table of contents screenshot, massive Miro flow, or a 10-sec scroll video.Write the post like this:3-line hook (desire/fear/curiosity).Promise + what's inside.CTA to comment (optionally “repost for priority”).Light scarcity (e.g., 48-hour window).Delivery & DMs:Send the asset, ask an easy reply (“Are you posting on LinkedIn yet?”).Qualify with 1–2 follow-ups, then make a clear offer with outcomes + timeline (+ guarantee if you have one).Nurture cadence (next 2–3 days):Day 1: Case study (story format: before → intervention → after; CTA to book).Day 2: Technical value post (lower engagement is fine; it nurtures).Add strongest case studies to Featured on your profile.Links without nuking reach:Push to profile/Featured or drop links in comments; edit the post later to add the link after it's cooked.Tactical NuggetsComments > Likes (weightier signal + more hover time).Avoid bot pods; if you coordinate engagement, keep it real accounts and relationships.For SaaS without a free trial, push to a free setup/usage guide that inherently requires the product.Use storytelling in case studies; people remember transformations, not dashboards.If you're running volume lead magnets, expect lower engagement on deep-dive posts—that's normal and still effective.Tools & Formats MentionedNotion (TOC screenshot as lead magnet preview)Miro (big workflow screenshots)n8n (automation diagrams that stop the scroll)Short scroll videos (10–15s, autoplay pattern interrupt)AI voice agent (optional MOFU experiment to educate and qualify at scale before handing off to a human)Who This Works Best ForB2B SaaS (often top performer)AgenciesConsultants/CoachesAny ICP that's active on LinkedIn and buys based on content/authoritySponsorTalent Fiber — Hire world-class global talent (engineers with 7+ years' experience, U.S. time zones, excellent English) at ~⅓ U.S. cost. They're an outsourced HR partner, handling compliance, payroll, and employee happiness—with a free replacement if it doesn't work out. Learn more: talentfiber.comConnect with PaoloLinkedIn: https://www.linkedin.com/in/leadgenwiz/

#271 GTM Engineering | In this episode, Dave is joined by John Short, CEO of Compound Growth Marketing, along with Cammy Keiler, Justin Johnson, and Dan Guenet. Together, they break down the rise of GTM engineering, what it is, how it differs from RevOps, and why B2B teams are investing in it.Dave and the crew cover:The core difference between RevOps and GTM engineering (and why the latter is more focused on building than just integrating)Real GTM engineering use cases, from AI-powered sales tools to mid-funnel campaigns that go way beyond ebooksHow GTM engineers are driving higher revenue per employee and why this role should be one of your first five marketing hiresWhether you're hiring or just GTM-curious, you'll leave this episode with a clear definition of the role, real-world examples, and tactical ways GTM engineers drive impact.Timestamps(00:00) - – Intro (03:33) - – Why this topic resonated with 1,200+ registrants (05:48) - – What even is **GTM engineering? (08:03) - – GTM engineering vs. RevOps vs. Marketing Ops (11:18) - – How AI is driving this role forward (14:28) - – Real examples: ABM campaigns, mid-funnel tools, sales call analysis (19:38) - – Tools GTM engineers are using today (Clay, Unify, GPTs) (23:03) - – Role of GTM engineering in revenue per employee (27:18) - – How GTM engineers enable sales + reduce headcount (31:33) - – What Dan actually does all day as a GTM engineer (36:23) - – Custom GPTs for sales and marketing teams (39:38) - – What MCP servers are (and why they matter) (44:08) - – Claude, Gamma, and AI-powered content systems (46:53) - – Why this isn't just PLG (or ABM, or RevOps) (50:43) - – When to hire a GTM engineer (53:23) - – Big feelings about the role (and why they exist) (55:33) - – Closing thoughts + what to take away Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***Today's episode is brought to you by Walnut.Why are we pouring all this effort into marketing just to push buyers to a “request a demo” or “contact sales” button?Come on, today's buyers don't want to talk to sales right away. They want to explore your product themselves, see how it works, and understand its value before booking a meeting.That's where Walnut comes in.Walnut empowers marketers and GTM teams to create interactive, self-guided product experiences in minutes. Embed these experiences on your site, in emails, or anywhere in your funnel to let buyers engage on their terms, from awareness to close and beyond. That's the beauty of Walnut - you're getting a platform that your sales and CS colleagues can use to showcase the product too.And the best part? You get real intent data—see which features prospects love, where they drop off, and what's actually driving pipeline. Demo Qualified Leads are the new MQL.Over 500 companies, like Adobe and NetApp, use Walnut to drive 2-3x higher website conversion rates and 7 figures in pipeline on a yearly basis. So do you want to drive more leads, shorten sales cycles, and actually show your product instead of hiding it behind another typical B2B CTA? Go check out Walnut.io. And if you tell them Dave from Exit 5 sent you, they'll build out your first demo for free!

On this episode of Campaign Chemistry, Luz Corona speaks with Jonathan Adashek, the SVP of marketing and communications at IBM. They explore how IBM's 113 year-old legacy fuels innovation, why story “showing” is central to brand identity and how career growth often emerges from uncomfortable moments. From the launch of the “Let's Create” campaign to weaving AI into the marketing strategy, Adashek discusses leadership lessons, team dynamics and the future of B2B marketing with humility and clarity. AI Deciphered is back—live in New York City this November 13th.Join leaders from brands, agencies, and platforms for a future-focused conversation on how AI is transforming media, marketing, and the retail experience. Ready to future-proof your strategy? Secure your spot now at aidecipheredsummit.com. Use code POD at check out for $100 your ticket! campaignlive.com What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US.

In this episode of Women in B2B Marketing, Jane Serra sits down with Shannon Howard, Director of Customer and Content Marketing at Intellum, to talk about the real work behind building lasting customer relationships that drive retention, advocacy, and long-term brand love.From her early days in B2C to leading customer marketing in SaaS, Shannon shares how she has learned to scale connection without losing the human touch. The conversation covers what customer marketing really owns (hint: it is not just case studies), how to enable internal teams to advocate alongside your customers, and the power of being relentlessly curious about the people you serve.Jane and Shannon get into:Why customer marketing is about more than just advocacy and what else belongs under its umbrellaHow to stay close to your customers even without a big team or budgetThe overlooked art of marketing internal programs like customer educationWhy reverse multithreading and relationship redundancy matter more than everApproaching customers for feedback in ways that feel natural, not transactionalTurning negative experiences into opportunities to create new advocatesThe value of surprising and delighting customers, including supporting causes they care aboutHow customer marketing can also play a big role in Customer Success enablementExpanding the definition of “customer” to include past, future, and even non-paying advocatesBuilding trust with customers by treating them like people, not just personasKey Links:Guest: Shannon Howard: https://www.linkedin.com/in/shannonlagassehoward/Host: Jane Serra: https://www.linkedin.com/in/janeserra/––Like WIB2BM? Show us some love with a rating or review. It helps us reach more women marketers ready to take the mic.

In this episode of The Long Game Podcast, Alex Burkett interviews Logan Freeman, Global Head of SEO at ManyChat. Together they explore the evolving landscape of SEO in the AI era, particularly the rise of GEO (Generative Engine Optimization) and how it's changing everything from keyword strategy to attribution modeling. Logan shares tactical approaches for optimizing content for LLMs (large language models), including using FAQ schemas, focusing on off-page visibility, and thinking like a product marketer. They discuss how brand mentions are now more powerful than backlinks, why traditional SEO tools fall short for GEO, and how Logan approaches measurement when attribution is nearly impossible. The episode also explores LLM perception, off-site trust-building, and creative ways SEOs can future-proof their strategies by merging content, digital PR, and productKey TakeawaysSEO vs. GEO: Traditional SEO focuses on keywords, while GEO requires optimizing for hyper-personalized, conversational queries used in LLMs.LLM Perception Is Real: How AI models “perceive” your brand based on off-site mentions can limit (or expand) your visibility in AI answers.Brand Mentions > Backlinks: In the world of AI search, brand visibility across trusted platforms outweighs classic SEO signals like links.SEO as Product Marketing: SEOs must deeply understand users and position content like a PMM would—focused on problems, personas, and differentiation.Dark Attribution Is Growing: Most traffic influenced by LLMs doesn't click through—making measurement harder and more reliant on referral glimpses and qualitative insights.Go Beyond On-Page Optimization: Embedding schema, FAQs, and latent questions can increase the odds of being cited in LLMs.Get Creative with PR: To influence LLM results, you may need broad digital and traditional PR campaigns that shift how your brand is referenced across the web.Show LinksVisit ManychatConnect with Logan Freedman on LinkedInConnect with Alex Birkett on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterSome 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/

Tanya Thorson is a marketing strategist and consultant who has worked with major brands like L.L. Bean and Lands' End. She is the founder of StrategiX Consulting and the co-author her new book, Get Off Your (M)ass!: Introducing B2A Business-to-(A)nyone Marketing, Reimagined, a book she wrote with her husband. Watch on YouTube: https://youtu.be/DS1fWR7ODjo  Connect with Tanya Thorson: https://www.linkedin.com/in/tanyathorson/ Buy your copy of "Get Off Your (M)ass!: Introducing B2A Business-to-(A)nyone Marketing, Reimagined": https://www.amazon.com/Get-Off-Your-ass-Business/dp/B0FDPXXVWB 

#270 Strategy | Dave is joined by Holly Xiao, Head of B2B Marketing at HeyGen, an AI video generation platform that helps teams produce personalized, high-quality content, fast. Holly has led marketing at high-growth startups and now runs the enterprise GTM motion at HeyGen, where she blends strategy, creative execution, and AI-powered workflows to reach modern B2B buyers.Dave and Holly cover:The 4 channels her lean team is betting on to drive enterprise pipeline (and what's not working anymore)How B2B marketers are using AI video for event marketing, sales enablement, onboarding, and beyondWhy SEO is falling short and how HeyGen is shifting focus to webinars, events, and YouTube insteadIf you're figuring out how to use AI in your marketing or just trying to do more with less, this one's full of practical ideas to help you think differently about team structure, channels, and strategy.Timestamps(00:00) - – Intro (03:48) - – Holly's nonlinear path to marketing (06:48) - – Getting started in marketing ops (08:48) - – Why she joined an AI startup (10:48) - – How HeyGen's marketing org works (13:48) - – PLG vs SLG: Key differences (15:48) - – The 4 channels driving pipeline (17:48) - – What's working: Events + webinars (19:48) - – Booth strategy that stands out (24:23) - – Brand vs demand events (26:23) - – Building community and user events (27:53) - – SEO is declining. Now what? (30:23) - – Running marketing in 2-month sprints (33:23) - – Aligning product and marketing cadence (35:23) - – Her daily AI tools (36:53) - – ChatGPT vs Gemini workflows (38:23) - – Real AI video use cases (40:23) - – Personalized event promos with avatars (41:23) - – Support, training, and onboarding videos (42:23) - – Fortune telling and music videos?! (43:23) - – Why AI won't replace marketers Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***Today's episode is brought to you by Walnut.Why are we pouring all this effort into marketing just to push buyers to a “request a demo” or “contact sales” button?Come on, today's buyers don't want to talk to sales right away. They want to explore your product themselves, see how it works, and understand its value before booking a meeting.That's where Walnut comes in.Walnut empowers marketers and GTM teams to create interactive, self-guided product experiences in minutes. Embed these experiences on your site, in emails, or anywhere in your funnel to let buyers engage on their terms, from awareness to close and beyond. That's the beauty of Walnut - you're getting a platform that your sales and CS colleagues can use to showcase the product too.And the best part? You get real intent data—see which features prospects love, where they drop off, and what's actually driving pipeline. Demo Qualified Leads are the new MQL.Over 500 companies, like Adobe and NetApp, use Walnut to drive 2-3x higher website conversion rates and 7 figures in pipeline on a yearly basis. So do you want to drive more leads, shorten sales cycles, and actually show your product instead of hiding it behind another typical B2B CTA? Go check out Walnut.io. And if you tell them Dave from Exit 5 sent you, they'll build out your first demo for free!

When your audience thinks they already know your story, the boldest brands flip the script and earn their attention in the process. That's exactly what happens in Wicked, the smash-hit film adaptation that reimagines one of pop culture's most iconic villains. In this episode, we explore the marketing lessons behind it with special guest Allison MacLeod, Chief Marketing Officer & GM of US Education at Flywire.Together, we explore what B2B marketers can learn from reframing brand narratives, building fan-level community, and executing with bold, high-stakes detail that actually gets noticed.About our guest, Allison MacleodAllison Macleod currently serves as Chief Marketing Officer & Head of US Education at Flywire (Nasdaq: FLYW), a global payments enablement & software company. At Flywire, Allison leads global marketing and revenue operations, & US Education sales, relationship management & pre-sales. She played a key role in guiding Flywire to a successful IPO in May 2021.Allison brings nearly 20 years of experience with a background spanning marketing and revenue-focused roles. Prior to Flywire, she spent seven years at Rapid7 (Nasdaq: RPD), where she played a pivotal role in building and scaling demand generation, business development, and analytics. Before that, she held various digital and field-based positions at Forrester, including launching the marketing function in EMEA.Outside of work, Allison sits on the Board of Trustees of the Massachusetts Technology Leadership Council and serves as a strategic advisor to early-stage companies through F-Prime & Underscore VC.What B2B Companies Can Learn From Wicked:Reframe what they think they know. Wicked works because it flips a legacy story on its head. The same power lies in brand repositioning. “How do you really reframe what people think they know about you and your brand,” Allison says. Whether it's entering new markets or expanding product lines, your biggest unlock might come from telling your old story in a completely new way.Community is your flywheel. Wicked isn't just a show, it's a movement. Audiences don't just watch it, they live it. That level of advocacy isn't accidental. “How do you really cultivate that community, whether that's your clients, the advocacy, and make people… feel that deep passion for what you do,” Allison asks. In B2B, fandom might look like retention, referrals, or customer-led storytelling, but it starts with emotional connection.Be bold and unforgettable. Every production choice in Wicked is a masterclass in attention to detail. From the live vocals to the stunts, they took creative risks that resonated. “How do you be bold and unforgettable,” Allison says. The safest move in saturated categories? Standing out.Quote“I think that's sort of the lesson and the beauty in this, taking something that everyone already thought they knew, and they thought they knew the story… and completely reframing it. And I think that's where you just think of us as businesses, us as consumers… there's so much clutter. So the brands that stick out and do things differently, and even if it is trying the same channel but in a different way, there's so much power in that."Time Stamps[0:55] Meet Allison MacLeod, Chief Marketing Officer & GM of US Education at Flywire[01:05] Why Wicked?[02:29] The Role of CMO at Flywire[04:00] Breaking Down of Wicked[09:22] B2B Marketing Takeaways from Wicked[21:54] The Appeal of Villains and Taking Risks[23:37] The Power of Visual Design in Branding[24:54] Marketing Strategies for Global Brands[29:26] Flywire's Unique Differentiation Approach[40:03] Final Thoughts and TakeawaysLinksConnect with Allison on LinkedInLearn more about FlywireAbout 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.

AI-driven search (AISEO) is opening a new lane for brands in competitive categories. Joe Davies from FATJOE explains why branded mentions (not just links) are increasingly what LLMs use to decide recommendations—and how teams can systematically earn those mentions. We cover tactics like guest blogging at scale, context-seeding your USP across reviews/listicles, building deep product docs to feed LLMs, and using tier-two links to get your “influencer pages” ranking. Early data shows 2–3× higher conversion rates from AI-referred traffic because buyers arrive pre-educated and ready to act.What You'll LearnWhy AISEO rewards brand mentions and clear USPs more than classic link metrics.How AI-referred traffic converts 2–3× higher than traditional search.A repeatable process to seed your brand in listicles, reviews, and comparisons.How to “context-seed” your USP so LLMs recommend you for the right reason.Why deep help docs / knowledge bases make LLMs more confident recommending you.How to choose targets (DR + real traffic), then lift them with tier-two links.The state of AISEO observability (what to track, what's still immature).Tactical Playbook (Step-by-Step)Define your USP: the specific “best for ___” angle you want LLMs to repeat.Keyword map long-tail, bottom-funnel queries (e.g., “best X for Y,” “X vs Y,” “X alternatives,” “[product] review”).Prospect targets with credible traffic (DR is fine as a filter, but prioritize verified organic traffic).Commission content: secure guest posts/listicles and full reviews on those sites. Mix formats to look natural.Context-seed your USP in every placement (e.g., “Best for small teams,” “Most features,” “Best value”).Include competitors in listicles/reviews so the page is useful (LLMs prefer balanced sources).Boost with tier-two links (niche edits, syndication) to help these pages rank on pages 1–3.Expand surface area: Reddit answers, YouTube/tutorial mentions, and social chatter to reinforce brand salience.On-site foundation: build exhaustive docs—features, integrations, FAQs, facts sections—so LLMs can learn you deeply.Measure pragmatically: track referral traffic from AI surfaces and downstream conversions; current “AI visibility” tools are early.Resources & MentionsChatGPT Path (shows the searches/sources ChatGPT runs under the hood): https://chromewebstore.google.com/detail/chatgpt-path/kiopibcjdnlpamdcdcnphaajccobkbanFATJOE — Brand Mentions Service: http://fatjoe.com/brand-mentionsFATJOE: https://fatjoe.com/Key TakeawaysAISEO is early but growing fast and already drives higher-intent traffic.Focus on being mentioned credibly across the open web; LLMs synthesize those signals.Listicles + reviews on high-trust, real-traffic sites are the current highest-leverage assets.Your docs are marketing now—LLMs read them and recommend accordingly.Don't abandon SEO; it remains the foundation that AI systems lean on.Chapters00:00 Cold open: AISEO's opportunity & why mentions matter03:45 Data: AI referrals converting 2–3× vs. classic SEO07:50 Who should prioritize AISEO (and who can wait)10:30 Tactics: listicles, reviews, and “context-seeding” your USP15:45 Tools & workflows; extension that reveals ChatGPT's queries19:45 Content ops: human vs. AI writing, plans, and clustering22:30 Build deep product docs to feed LLM understanding26:10 Ranking the influencer pages + tier-two links33:00 Observability today: what's useful, what isn't yet36:50 The next 5–10 years: AI + SEO, not AI vs. SEOGuestJoe DaviesX: https://x.com/fatjoedaviesLinkedIn: https://es.linkedin.com/in/joe-davies-seoWebsite: https://fatjoe.com/

#269 AI Search & SEO | In this episode, Dave is joined by Andrei Țiț, Head of Product Marketing at Ahrefs, a leading SEO tool trusted by marketers around the world. Andrei has been on the front lines of how AI is reshaping search and what that means for marketers trying to stay visible in an AI-first world.Dave and Andrei cover:Why branded search volume is now a top indicator of visibility in AI-generated results (and how to grow it)The new playbook for SEO in 2025, including what metrics to track beyond traffic and backlinksActionable tactics to get your brand mentioned by AI search tools like ChatGPT, Perplexity, and Google's AI OverviewsWhether you're a marketing leader or an SEO newbie, this episode will help you rethink your approach to content, attribution, and brand in the AI era.Timestamps(00:00) - – Intro (02:48) - – Why this was Exit Five's most-registered webinar ever (05:08) - – Meet Andrei from Ahrefs (06:48) - – Is SEO dead? Not quite, but it's harder than ever (08:28) - – AI traffic is growing fast (63% of sites already see it) (09:18) - – Why brand is your best SEO defense (11:48) - – How Google measures brand impact (keywords, mentions, clicks) (14:48) - – Calculating content ROI with traffic value (17:18) - – Why branded search volume predicts AI visibility (21:18) - – How to track brand mentions in ChatGPT, Perplexity & AI Overviews (24:18) - – AI traffic = fewer clicks, better leads (29:23) - – How to improve your visibility in AI-generated answers (36:23) - – Why backlinks matter less and PR matters more (43:23) - – New rules for writing content LLMs can surface (52:23) - – Final takeaways: metrics to watch and content to prioritize Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***Today's episode is brought to you by Walnut.Why are we pouring all this effort into marketing just to push buyers to a “request a demo” or “contact sales” button?Come on, today's buyers don't want to talk to sales right away. They want to explore your product themselves, see how it works, and understand its value before booking a meeting.That's where Walnut comes in.Walnut empowers marketers and GTM teams to create interactive, self-guided product experiences in minutes. Embed these experiences on your site, in emails, or anywhere in your funnel to let buyers engage on their terms, from awareness to close and beyond. That's the beauty of Walnut - you're getting a platform that your sales and CS colleagues can use to showcase the product too.And the best part? You get real intent data—see which features prospects love, where they drop off, and what's actually driving pipeline. Demo Qualified Leads are the new MQL.Over 500 companies, like Adobe and NetApp, use Walnut to drive 2-3x higher website conversion rates and 7 figures in pipeline on a yearly basis. So do you want to drive more leads, shorten sales cycles, and actually show your product instead of hiding it behind another typical B2B CTA? Go check out Walnut.io. And if you tell them Dave from Exit 5 sent you, they'll build out your first demo for free!

How To Optimize B2B Marketing Campaigns For ROIHave you ever tried to finish a round of golf as the sun goes down? It gets dark, you swing, but you can't really see where the hole is — you're just hitting into the dark. That's what many B2B brands are doing with their marketing: they're executing campaigns without clearly knowing where the target is or how to measure success.In this episode, I talk with Lori Turner Wilson, CEO of RedRover Sales & Marketing Strategy and author of The B2B Marketing Revolution. Lori shares her 12 Battles Framework, which gives companies a roadmap to bring clarity, focus, and measurable outcomes to their marketing.Together, we discuss how to:Use market research so you know exactly who you're targeting and why.Personalize your outreach to connect with prospects in meaningful ways.Integrate traditional channels like direct mail to complement digital campaigns and reach decision-makers effectively.Adopt authority marketing to position your brand as a trusted resource and help shorten the sales cycle.If you're serious about improving your marketing ROI, this conversation offers practical steps you can start implementing now — so you're no longer “hitting in the dark.”About Lori:Lori Turner Wilson is the CEO of RedRover Sales & Marketing Strategy and author of The B2B Marketing Revolution.URL - marketingresultsguaranteed.com/podcast -- use code "podcast" for special offersA quote from my book - "Defy the apathy the industry expects of you and declare, 'I deserve guaranteed marketing outcomes and anyone standing in my way will be lovingly removed.'" Timestamps:00:00 – Introduction: The Challenge of B2B Marketing00:35 – Meet Lori Turner Wilson: Author and CEO02:52 – The Importance of Market Research04:17 – ROI and Marketing Strategies07:33 – Diversification and Risk Mitigation09:29 – The Power of Direct Mail11:03 – Personalization in Marketing14:53 – The 12 Battles Framework22:30 – Authority Marketing and Giving Value24:31 – Conclusion and Final ThoughtsIf you found this conversation helpful, subscribe to the B2B Marketing Excellence podcast, leave a comment, and rank the show. Your feedback helps us continue sharing grounded, practical insights to help you succeed.

** Originally published on May 8, 2024 **Katie Berg coined a phrase in this episode that stuck with me so much I literally made stickers: F*ck it Energy. It's about saying yes to big, scary opportunities, chasing fear instead of avoiding it, and putting yourself out there even when you're not sure you're ready.And honestly? I think we could all use a little more of that energy right now - which is why I'm bringing this one back from the archives. Katie's story of building Klue's Compete Network from scratch and carving her own path in marketing is just as powerful today as it was when we first recorded.Should I bring Katie back for a follow-up? DM me, comment, or leave a review to tell me what you'd love us to cover next. – Jane-----------In this episode of Women in B2B Marketing, host Jane Serra sits down with Katie Berg, VP of Marketing at Klue, to dive into how she turned a scrappy idea into one of the most innovative owned media plays in B2B: the Compete Network.From starting her career in events marketing and taking a bold leap to work in Zambia, to building Klue's media hub that now fuels their category leadership, Katie shares the real story of saying yes to big risks, chasing fear, and creating content that actually lands.Jane and Katie dig into:How the idea for the Compete Network was born (on a run!) and why it stuckThe scrappy steps Klue took to build a media hub before owned media was “a thing”What it really takes to launch and scale multiple shows under one brandWhy consistency and format matter as much as the content itselfLessons learned from producing four podcasts at once - and what Katie would do differentlyHow teasers and “movie-style” launches helped Klue's shows break throughThe future of B2B media hubsWhy attribution alone isn't enough - and how qualitative feedback can be a marketer's gold mineWhy women need more “f*** it energy” in content creationKey Links:Guest: Katie Berg: https://www.linkedin.com/in/katiepberg/Host: Jane Serra: https://www.linkedin.com/in/janeserra/––Like WIB2BM? Show us some love with a rating or review. It helps us reach more listeners.

In this Kitchen Side episode of The Long Game Podcast, the Omniscient Digital team reflects on one key question: “What should we automate?” The discussion unfolds into a broader examination of agency culture, strategic thinking, and the nuanced costs of automation. They share personal experiments—from HARO email parsing to multi-agent PR systems—and debate the tradeoffs between saving time and losing essential context, mentorship, and learning. The team also explores how AI tools can be both empowering and distracting, and why automation shouldn't come at the expense of human development, team connection, or communication that builds trust. It's a thoughtful, candid look at what AI can't (and shouldn't) replace.Key TakeawaysAutomation Isn't All or Nothing: Not everything needs full automation—sometimes it's just about streamlining small, repeatable parts of a process.Human Touchpoints Still Matter: Automated communication can lack the warmth, accountability, and nuance of a genuine human message.AI Can Undermine Learning Opportunities: Over-automation risks removing hands-on work that builds junior talent and deep strategic expertise.Remote Culture Needs In-Person Balance: Offsites help rebuild alignment, context, and emotional connection that remote work alone can't deliver.Effort Signals Care: Taking the “harder” route—whether writing by hand or reviewing raw data—can demonstrate thoughtfulness and create deeper understanding.Small Talk Has Strategic Value: Informal conversation often reveals insights and context that structured meetings miss.AI Is Best as an Assistant, Not a Replacement: Tools like Fireflies or ChatGPT are useful for transcription and ideation, but real clarity comes from processing ideas manually.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.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/

When timeless advertising principles meet today's AI-saturated landscape, something surprising happens: the old rules still work.Especially when we're talking about the father of advertising himself, David Ogilvy. In this episode, we dive into his iconic book, Ogilvy on Advertising, with special guest Eric Williamson, CMO at CallMiner.Together, we explore what B2B marketers can learn from Ogilvy's approach: why specificity beats slogans, how research powers emotional storytelling, and why writing for humans is the real differentiator.About our guest, Eric WilliamsonAs CallMiner's Chief Marketing Officer, Eric oversees all global marketing functions from brand and events to demand generation. Eric's marketing team works very closely with channel and sales to drive pipeline and CallMiner's explosive growth. Eric has over 20 years of experience in both technology and consumer products marketing from both the vendor and agency side. Before joining CallMiner, Eric was VP Brand & Digital Marketing at Acquia — an open DXP platform built around Drupal — where he led brand, creative services, webops, editorial, and demand generation. Prior to Acquia, Eric was on the agency side of marketing working as SVP Digital & Social at MullenLowe, and before that as VP Digital Strategy at The Martin Agency. During his career Eric has worked with a variety of B2C and B2B brands including Google, Microsoft, Intel, GEICO, Walmart, P&G, Pizza Hut, Acura, Royal Caribbean, and Hyatt. He earned his undergraduate degree from Texas A&M University, and an MBA from The University of Texas at Dallas.What B2B Companies Can Learn From Ogilvy on Advertising:Start with the line, not the logo. Great B2B brands don't start with visuals, they start with voice. The sharpest creative begins on the page, not the mood board. “Copy first, research first, copy second, then worry about the visuals,” Eric says. In other words: write the line that earns attention before you pick the font.Write for humans. Most B2B copy dies in a sea of jargon. What buyers actually want is to feel seen. “It's really easy to fall into a place for a technology company to talk about your tech, talk about your features… and there's nothing emotional about that,” Eric says. The fix is to start by writing for humans. Emotion isn't a nice-to-have, it's your edge.Don't guess, ask. You don't need personas when you have real people. The best insights come from your customers, not your whiteboard. Eric says, “Just go talk to them…Why do they keep staying with you? What sort of thing that they worry about at night does this help solve for them?” The answers aren't in your funnel. They're in the field.Quote“ Write for humans because, ultimately, that's who you're selling to, that's who you're trying to influence. It's really understanding their emotions. What are their fears, what are their desires? Even in the B2B world, it's easy to forget that.”Time Stamps[0:55] Meet Eric Williamson, Chief Marketing Officer at CallMiner[00:58] Why Ogilvy On Advertising?[02:49] The Role of CMO at CallMiner[03:38] Origins of Ogilvy On Advertising[06:56] B2B Marketing Takeaways from Ogilvy on Advertising[21:29] Ogilvy's Predictions[37:23] CallMiner's Marketing Strategies[41:57] AI as a Solution[44:20] Advice for Marketing Leaders[45:38] Final Thoughts & TakeawaysLinksConnect with Eric on LinkedInLearn more about CallMinerAbout 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.

This AI SEO deep‑dive gets tactical. I sit down with Ilias Ismanalijev (aka @illyism) to map the real discovery journey happening inside AI search—what users actually prompt from problem‑aware to buyer‑ready—and how to influence results across models (GPT, O3, Claude, Perplexity). You'll learn how to surface the right phrases (not just keywords), make your pages AI‑readable, and win off‑page placements on the listicles and directories LLMs love to cite.What you'll learnThe 4 levels of AI search (no‑search → deep research) and how strategy changes at each.Prompt‑level intent mapping: info, comparison, executive/delegation, problem‑solving.How to spot AI‑generated queries in Google Search Console and build your tracking sheet.On‑page for LLMs: crawlability, structured content/markdown, alt text, and avoiding blockers (robots.txt, Next.js assets).Off‑page that moves rankings: listicle outreach, affiliate offers, directories (G2, Product Hunt), and Reddit/“parasite” opportunities.Why AI traffic is often more buyer‑ready—and how to target bottom‑of‑funnel prompts (e.g., “X vs Y,” “best X for Y,” pricing specifics).Chapters 0:00 Cold Open — What You'll Learn 1:22 Sponsor: TalentFiber 2:25 Meet Ilias & Why AI SEO Now 3:02 Who Benefits Beyond SaaS? 4:58 Research vs. E‑com Use Cases 6:20 Comparison‑Style Prompts IRL 8:59 Brands Doing It Well (Examples) 10:46 Why AI Traffic Is Buyer‑Ready 13:42 Benchmarking AI Search Visibility 16:38 Frameworks for AI Keyword Research 20:58 On‑Page for LLMs (Crawlability) 23:30 Finding AI Queries in Search Console 27:30 Regex + Long‑Query Filters 28:25 The 4 Levels of AI Search 32:17 Bottom‑of‑Funnel Prompts That Convert 34:06 Off‑Page: Listicles, Affiliates, Outreach 37:00 Reddit/Parasite SEO & Page One Sources 38:59 Mapping Sources w/ LinkDR 41:02 Pricing Pages & AI Page Inspector 44:34 Directories, Reviews & Digital PR 47:41 Should You Create AI‑Optimized Resource Pages? 48:38 Wrap‑Up & Where to Find IliasGuest Ilias Ismanalijev X: https://x.com/illyism LinkedIn: https://www.linkedin.com/in/illyism Site: https://il.ly/Host Cody Schneider X: https://twitter.com/codyschneiderxx LinkedIn: https://www.linkedin.com/in/codyxschneider Instagram: https://www.instagram.com/codyschneiderx YouTube: https://www.youtube.com/@codyschneiderxSponsor This episode is brought to you by TalentFiber — hiring top offshore software engineers as an extension of your team (technical interviews, compliance, replacements, fast turnarounds). Learn more at talentfiber.com

#268 Solo Marketing | In this episode, Matt is joined by Sara Lattanzio, Head of Marketing at Stryber, a venture-building consultancy that helps corporates launch new startups. Sara runs the entire marketing function solo, from strategy and content to outbound and brand, and has built a powerful personal brand along the way with 40,000+ LinkedIn followers and partnerships with tools like Semrush.Matt and Sara cover:What it really looks like to run full-stack B2B marketing without a teamHow to scale content and campaigns using AI (while keeping your voice)Why outbound should roll up to marketing and how to build campaigns that aren't ignoredYou'll leave this episode with practical ideas for scaling content, running smarter outbound, and staying strategic, no matter your team size.Timestamps(00:00) - – Intro and Sara's role at Stryber (03:54) - – What full-stack marketing looks like for a solo marketer (05:44) - – Why generalist marketers are thriving right now (08:14) - – Using AI to speed up execution (without losing strategy) (10:04) - – How Sara manages freelancers and internal resources (12:19) - – Taking ownership of outbound as a marketer (14:34) - – Why cold outreach is failing and what works better (17:14) - – How she uses AI to write, edit, and shape short-form content (19:34) - – Voice note workflows and turning them into posts (21:34) - – Strategic planning and vertical-based positioning (27:55) - – The future of content marketing and newsletter cadence (31:50) - – Why people connect with creators more than brands (34:32) - – How Sara built a trusted, high-engagement personal brand (40:05) - – Turning sponsored content into actual demand (46:20) - – Final advice for solo marketers and closing thoughts Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***Today's episode is brought to you by Zuddl.We're halfway through 2025, and one thing's clear: events continue to be one of the highest performing marketing channels. Niche meetups, conferences, curated dinners, networking - you name it. Everyone's leaning in.Events are a core part of our playbook this year at Exit Five. So far, we've hosted two virtual sessions each month, one large virtual event, one in-person meetup, and we're deep in the weeds planning our Drive conference coming back to Vermont this September.Zuddl helps us run a smarter event strategy - from driving registrations, managing invites, automating comms, reminders, analytics, tracking. Their Salesforce integration also makes it simple to report on pipeline and revenue from events without pulling in ops.On top of that, the differentiator with Zuddl is how their team is insanely good at supporting us. They always go above and beyond for us - and that's how we've been able to keep the momentum going with 12+ events already this year, with plenty more to come.If events are part of your marketing strategy, you need to look at Zuddl to see how companies like Zillow, CrowdStrike, and Iterable are using the top event platform for Business events in 2025. Head over to zuddl.com/exitfive to learn more. 

Show Resources Join the LinkedIn Ads Fanatics community and get access to our 4 courses to take you from beginner to expert Rate/Review Contact us with any questions, suggestions, corrections! Summary Ever feel like you're wasting LinkedIn Ads budget reaching the wrong company sizes? In this episode of The LinkedIn Ads Show, host AJ Wilcox dives deep into one of the platform's most powerful — and misunderstood — targeting facets: company size. Learn how LinkedIn determines company size, the hidden pitfalls of inclusion vs. exclusion targeting, and why over half of LinkedIn's users may not be targetable by size at all. Whether you're going after SMBs or enterprises, you'll discover practical strategies (including a game-changing micro-segmentation tip) to make sure your ads reach the right audience — and avoid costly mistakes. Transcript For the full show transcript, see the show notes page here: Episode 163

When playbooks go stale and everyone's chasing the next big AI breakthrough, the standout B2B brands are doing something else entirely. They're building immersive worlds and inviting their audience in.That's exactly what happens in Silo, the hit Apple TV+ show, where attention to detail creates a gripping, lived-in universe. In this episode, we explore the marketing lessons behind it with special guest Karen Budell, Chief Strategy & Partnerships Officer at Totango.Together, we explore what B2B marketers can learn from crafting immersive brand worlds, creating standout brand visuals, and building trust through curiosity and community.About our guest, Karen BudellKaren Budell is the Chief Strategy & Partnerships Officer at Totango, the industry-leading customer revenue suite that turns AI-powered intelligence into customer-led growth. She previously served as the company's CMO, leading the marketing team responsible for brand and content, events, growth marketing, product marketing, and sales enablement. Budell is an active member of various CMO and GTM executive communities, including Pavilion, and serves on the G2 Executive Advisory Board. Budell previously held marketing leadership roles at SurveyMonkey, as Vice President, Brand Marketing, and Google.During her four years with Google, Budell led a team responsible for narratives and brand building for YouTube Ads and was instrumental in launching Google Marketing Platform. Having found success working with businesses of all sizes, both private and public, Budell's 20-plus year career in brand building and leadership has been fueled by her roots in journalism and a passion for storytelling through integrated, content-fueled campaigns.What B2B Companies Can Learn From Silo:Craft your world, don't just explain it. Silo hits because it's immersive. Every dusty set and muted tone pulls you deeper into its reality. That kind of worldbuilding isn't just for TV. “You need to create a unique world for your company, for your customers,” Karen says. In a sea of same-sounding content, your world is your edge and your responsibility.Curiosity is your competitive advantage. In Silo, curiosity is dangerous, but it's also how characters discover the truth. The same holds for marketers. “That is one of the most important traits of a good marketer… curiosity,” Karen says. It's not about having all the answers; it's about asking better questions and letting that inquiry shape your strategy.Emotion is in the details. Silo doesn't rely on big exposition; it builds feeling through design. You don't need to be told life underground is bleak. You feel it. “You feel claustrophobic as a viewer sitting at home watching this,” Karen says. “You feel like you're underground with them and yearning for a glimpse of what's outside.” In B2B, your content should do the same, evoke emotion through setting, tone, and texture, not just copy.Quote"We are in a great period of unlearning and relearning. I think that's what's exciting to me. Being curious. That's your superpower these days.”Time Stamps[0:55] Meet Karen Budell, Chief Strategy & Partnerships Officer at Totango[01:35] Why Silo?[03:17] Understanding Silo[07:51] B2B Marketing Lessons from Silo[22:34] The Power of Asking Questions[30:12] YouTube Strategy for B2B Brands[33:50] The Rise of Video Content[37:43] Totango's Brand & Content Strategies [39:12] Events and Experiences in Marketing[41:26] Final Thoughts and TakeawaysLinksConnect with Karen on LinkedInLearn more about TotangoAbout 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.