B2B Marketing: Tomorrow's Best Practices... Today – Détails, épisodes et analyse

AI isn’t just making marketing faster—it’s completely changing how it works. In this episode, Clark Newby sits down with Angus Robertson, founder of Outcome Marketing, to break down what that shift actually looks like in practice.Angus Robertson, a former CMO and now founder of Outcome Marketing, shares how he went all-in on AI—and why most marketers are still approaching it the wrong way. With over 20 years of experience in B2B SaaS and go-to-market strategy, Angus has worked with founders and leadership teams to build systems that drive real outcomes, not just activity.This conversation goes beyond surface-level AI talk. Angus walks through how he evolved from using tools like ChatGPT to building full applications, diagnostics, and even AI agents that integrate directly into workflows. What used to take months can now be done in days—and often better.-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----00:00 – Marketers Must Choose How Deep to Go with AI00:58 – Introduction & Guest Background in B2B Marketing02:34 – From CMO to Building a New Marketing Framework05:00 – Why AI Changed Everything for Marketing Leaders06:50 – The AI Tech Stack Shift (Winners vs Losers)11:05 – Real AI Use Cases: From Chatbots to Building Apps14:10 – Creating AI Agents and Automating Workflows15:50 – How to Help Teams Adopt AI the Right Way19:04 – The Rise of Niche AI Apps & Domain Expertise22:34 – Why AI Won’t Fix Bad Marketing Fundamentals24:50 – Best Resources to Learn and Stay Ahead in AI28:20 – Where to Find the Book & Final Takeaways#b2bmarketing #b2b

AI search is changing how buyers find and trust brands—and most companies aren’t ready. In this episode, Clark Newby sits down with Robin Bulanti, CEO of Offleash PR, to break down what’s actually working in PR, branding, and discovery today.PR is back—but it never really left. As AI search reshapes how information is surfaced, credibility and third-party validation are becoming more important than ever. Robin Bulanti shares why earned media, brand trust, and clear positioning are now critical for showing up as “the answer” in both AI-driven results and real buyer conversations.The conversation explores how marketing has shifted from driving website traffic to building trust across multiple channels—many of which your audience already relies on before ever visiting your site. From niche communities to analyst reports to media coverage, brands must now take a more holistic approach to visibility.Clark and Robin also dig into what companies get wrong when hiring PR agencies. Too often, businesses look at PR as a box to check—without truly understanding their buyer, their positioning, or the level of participation required. Robin outlines the key red flags agencies look for, including unclear differentiation, lack of leadership buy-in, and the myth of the “dream publication” solving everything.-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----0:00 — AI Search & The New Way Buyers Find Information0:55 — Why PR Is Back in a Big Way3:06 — Trust, Credibility, and AI-Driven Discovery5:41 — The Shift to Clickless Buyer Journeys6:53 — Where Buyers Actually Go for Research Today9:30 — How PR & Marketing Strategies Are Evolving14:43 — Red Flags When Hiring a PR Agency21:47 — When to Hire a PR Agency (And When Not To)27:56 — The “Dream Publication” Myth + What Really Works

How do you introduce AI into your business without automating chaos? Melissa McCready—Practice Lead - Growth Operations at HLX—joins host Clark Newby to break down what it really takes to implement AI in growth-focused organizations.In this episode of Tomorrow’s Best Practices Today, Melissa shares practical insights from the front lines of AI adoption and change management. Drawing on decades of experience across CRM, sales, and marketing ops, she walks through how AI is best used for automation, where businesses typically stumble, and why foundational data quality is non-negotiable. You’ll also hear how Melissa defines “Growth Ops” as a natural evolution of RevOps, and why it requires a broader view of business orchestration.Whether you’re a revenue leader exploring how to use AI for efficiency, or an operator wondering what’s next for your career, Melissa delivers both frameworks and mindset shifts to guide the journey. From onboarding AI in small steps to understanding the root causes behind operational misalignment, this episode is packed with insights.-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----00:00 – Teaching AI Like a PB&J: Why Instructions Matter01:09 – Meet HLX: Growth Ops for High-Velocity Companies02:34 – Where AI Fits in Go-to-Market Today03:55 – AI Readiness: Enhancement, Not Replacement05:23 – Start with Data: Structured, Unstructured, and Strategy06:38 – Feeding AI: Analogies, Prompts, and Planning10:32 – The Human Side of AI: Change Management and Trust13:11 – Crawl, Walk, Run: Where to Start with AI Automation16:37 – AI Metrics That Actually Matter to Business19:04 – The Problem with “Just Adding AI” to Broken Ops23:48 – What Is Growth Ops (and Why RevOps Isn’t Enough)?28:16 – Career Advice for Future Growth Ops Leaders35:25 – The Vision: RevOps Leadership Course and Certification#b2bmarketing #b2b

In this episode of Tomorrow's Best Practices, host Clark Newby sits down with Doug Bell, Partner and CMO at Chief Outsiders and co-host of Cannonball GTM. Doug, a seasoned CMO with extensive experience in SaaS go-to-market strategies, shares his insights on navigating the current landscape of marketing. Discover how macroeconomic shifts, the rise of AI tools, and a focus on "existential data points" are reshaping outbound and inbound marketing motions. Doug reveals how to leverage publicly available data, AI, and "vibe coding" to create highly targeted, permissionless value propositions that cut through the noise. Learn why traditional ABM is evolving, how SEO is transitioning to Geo (Generative Engine Optimization), and the critical role social media now plays in capturing buyer attention. -----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----0:00 Introduction: Doug Bell, CMO at Chief Outsiders1:24 Current Market Focus: AI, Tariffs & SaaS Marketing3:33 The Existential Data Point: Driving Business Growth4:37 Vibe Coding & Permissionless Value Propositions7:26 Beyond Traditional Marketing Messages9:31 The Marketing Skill Gap & Data Manipulation14:48 Inbound Evolution: From SEO to Geo19:36 The Rise of Generative Engine Optimization (GEO)23:56 The Accelerating Shift to AI for Business Research27:49 Career Advice for Marketers: Curiosity, Data & Playbook Shaking#b2bmarketing #b2b

📌 How Evan Kirstel is Rethinking B2B Influence, AI, and Media at ScaleWhat does it take to become a one-person media company? In this episode, Clark Newby sits down with Evan Kirstel—Chief Digital Evangelist at eViRa Health and host of TechImpact.tv—to unpack how B2B marketers can expand their reach, humanize their brands, and experiment across digital, live, and AI-powered platforms.Evan shares lessons from two decades at the forefront of enterprise social strategy. From LinkedIn carousels to TikTok videos, micro-events to Bloomberg TV, he’s seen firsthand what works—and what doesn’t—when it comes to modern influence. He explains how he's using AI tools to scale a daily content machine, why long-form and short-form both have a place in the B2B mix, and why the future belongs to companies that double down on employee engagement.-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----00:00 – Why B2B Brands Need to Put People First00:42 – Meet Evan Kirstel: Digital Evangelist and Media Creator02:28 – What’s Exciting Evan in Marketing Right Now05:01 – Rethinking Channels: Don’t Count Facebook and Instagram Out06:21 – Finding the Right Tone and Format for Your Content07:32 – Mixing Long-Form, Short-Form, and Everything In Between09:05 – Lessons from Microsoft, Salesforce, and Dell11:26 – How Evan Decides What Goes on His TV Show13:14 – Why Small, In-Person Events Are Gaining Traction17:42 – What B2B Marketers Can’t Afford to Ignore in 202520:20 – How AI Is Powering a New Era of Content Creation25:56 – What TikTok’s Algorithm Teaches Us About Distribution29:36 – The Long Game: Building an Audience with Consistency30:02 – Inside Evan’s New Show: TechImpact.tv#b2bmarketing #b2b

In part two of our conversation, Hitachi’s CMO shares how even small teams can lead in the age of AI. Whether you’re building executive events, redefining customer engagement, or grappling with your data strategy, this episode delivers clear frameworks, sharp insight, and hard-earned perspective.Arya Barirani returns to break down how to scale enterprise-level lessons into practical action. From the structure of an AI advisory board to the real-world implications of physical infrastructure, he unpacks what it takes to prepare your team—and your tech—for what’s next.📌 Whether you lead a scrappy marketing team or a global operation, this episode helps you think clearly about what matters most—and what to do next.🎧 Find Tomorrow’s Best Practices Today on Apple Podcasts, Spotify, YouTube, and at leadtail.com.-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----0:00 – What You Missed in Part One1:00 – Scaling Executive Events Without Big Budgets3:01 – Why CTOs (Not Sales) Make the Best Dinner Guests5:40 – Rethinking User Conferences and Technical Engagement6:45 – Breaking Down AI: Efficiency vs. Acceleration10:51 – The Challenge of Applying AI to Physical Infrastructure13:01 – How to Build an AI Advisory Board That Actually Helps16:33 – The Hard Truth: No AI Strategy Without a Data Strategy19:29 – What Future Marketing Leaders Will Need to Succeed25:53 – The Third Third: Leadership, Legacy, and Giving Back#b2bmarketing #b2b

Arya Bairani on Transforming a Legacy Brand and Leading Modern B2B Marketing at ScaleHitachi’s brand is globally recognized—but often for the wrong things. In this episode, Arya Bairani, CMO of both Hitachi Americas and Hitachi Digital, joins Clark Newby to break down how he’s reshaping perceptions of a 110-year-old company and applying cutting-edge marketing strategies across $16B in business.From AI transformation and brand reframing to ABM, event strategy, and small-team execution, Arya shares how a lean, modern marketing team can drive measurable business results—without relying on massive headcount or outdated tactics.📌 Arya’s frameworks and strategies aren’t just for enterprise brands. If you’re building or scaling marketing in any high-consideration B2B business, this episode is packed with practical lessons and executive-level perspective.🎧 Available now on Spotify, Apple Podcasts, YouTube, and wherever you listen to your shows.-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----0:00 – What’s Old Is New Again: From Digital to AI Transformation0:57 – Introducing the Dual-CMO Role at Hitachi Americas and Hitachi Digital2:51 – The Challenge of Reframing a Global Legacy Brand5:16 – Erasing Perception: Marketing Without a Blank Slate6:11 – Brand Awareness vs. Account Engagement: The Two-Track Strategy8:55 – Marketing’s Role in Executive-Level B2B Sales10:24 – Why Brand Trust Still Wins in Enterprise Buying Decisions12:49 – How a Lean Marketing Org Powers $16B in Business18:10 – Face-to-Face Isn’t Dead: Reinventing Executive Events21:31 – No Pitches, Just Value: The One-Day MBA Event Format#b2bmarketing #b2b

In this episode of Tomorrow’s Best Practices Today, Cari Jaquet—currently CMO at Normalize (acquired by Proofpoint)—joins us to talk candidly about what it really takes to grow as a marketing leader, navigate shifting company stages, and build high-performing teams. From her early days in demand gen to driving BigPanda’s unicorn run, Cari reflects on the inflection points, missteps, and mindset shifts that shaped her career.We dive into:- The surprising power of “doing the work” in early-stage startups.- How to recognize when your company is truly ready for a CMO.- Building marketing from 2 people to 11 during a crisis—and what changed.- The underrated skill of knowing when to abandon a campaign.- Using AI as a creative partner (not a replacement).- Transitioning from VP to CMO: mentorship, scorecards, and honest reflection.- Why empathy for sales and customers still defines great marketing.Show Notes: 00:00 – Intro: Meet Cari Jaquet01:38 – Career Path: From Demand Gen to CMO05:48 – Matching Marketing Skills to Company Stage10:39 – Building a Marketing Team from Scratch15:25 – Market Timing and the BigPanda Unicorn Run18:26 – Creative Campaigns During COVID24:10 – Field Marketing and High-Touch Campaigns26:28 – When to Hire a CMO vs. Go Fractional33:54 – AI in Marketing: Hype vs. Help41:47 – Life Outside the Zoom Box-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----#b2bmarketing #b2b

What does AI mean for B2B marketing strategy today — and how will it transform it tomorrow? Mark Ogne, Chief Marketing and AI Officer at Kompetently, joins Clark Newby for a deep discussion about how AI is reshaping the “how” and “why” of marketing, campaign design, and workforce development.Mark brings a unique perspective as the founder of Simplexity AI and the ABM Consortium, combining decades of experience in large-scale sales, operational leadership, and go-to-market strategy. In this conversation, he outlines how AI is shifting from a tool for efficiency to a force for effectiveness — and why understanding why you do things will matter more than how you do them in an AI-driven world.Show Notes:00:00 — Introduction: Meet Mark Ogne and His Work Across AI and ABM02:24 — Building a Career of Learning and Adaptation04:52 — The Soft Side of AI: How and Why Strategy Matters07:54 — Effectiveness vs. Efficiency: The Trap of Faster Output10:25 — AI as Iron Man’s Suit: Extending Human Capability13:43 — Wrapping Technology Around the Person, Not Vice Versa17:39 — Custom AI Models for Deeper Business Impact21:46 — Teaching AI to Connect Complex Ideas and Data25:18 — How to Future-Proof Your Career in an AI-Driven World33:59 — Advice for Executives: Organizational Readiness and Soft Skills-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----#b2bmarketing #b2b

🚀 How to Drive Sustainable Growth & Build Strong Customer Relationships | Usha IyerWhat does it take to scale a startup into a thriving enterprise? In this episode of Tomorrow’s Best Practices, host Clark Newby sits down with Usha Iyer, President & Chief Revenue Officer at Hivebrite, to discuss the critical strategies for sustainable growth, customer retention, and product-market alignment. With a background spanning software development, product management, and marketing, Usha shares her 360-degree perspective on leading high-growth organizations.From identifying ideal customers and refining go-to-market strategies to pricing models and the role of AI in customer data, Usha unpacks the lessons she’s learned from scaling startups. She also discusses the importance of customer segmentation, saying “The market will tell you where to focus—if you listen.” Whether you're a startup founder, a SaaS leader, or simply interested in business growth strategies, this conversation is packed with insights you don’t want to miss!Show Notes:00:00 - How to Identify & Attract the Right Customers00:37 - Meet Usha Iyer: CRO of Hivebrite & Growth Expert02:05 - The Growth Mindset: Scaling vs. Sustainability03:25 - Lessons from Startups: When to Pivot & Focus05:00 - The Power of Customer Segmentation & ICP07:10 - Building a Go-to-Market Machine That Works10:00 - How AI & Data Shape Customer Engagement14:40 - Pricing Strategies for Maximum Customer Value18:01 - Customer Onboarding: The Make-or-Break Phase22:44 - Aligning Leadership in a Global Remote Company28:55 - Balancing Data, Emotion & Customer-Centric Culture32:20 - Usha’s Passion for Mental Health & Community Impact-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----#b2bmarketing #b2b