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

📌 B2B marketing is shifting—are you keeping up? In this episode of Tomorrow’s Best Practices Today, Clark interviews Deb Wolf, CMO of Lookout, about how B2B buying has changed, why AI is transforming go-to-market strategies, and how marketing leaders can stay ahead.With over 35 years in B2B tech and marketing, Deb has led teams at Workday, PeopleSoft, and Mercury Interactive. Now, at Lookout, she’s rethinking marketing’s role in demand generation, AI adoption, and remote team leadership.💡 Key insights from this episode:🚀 Why 80% of B2B buyers initiate contact before sales ever reaches them🧠 How AI is reshaping B2B marketing, from sales enablement to content strategy📊 Why anonymized data still matters—and how to use it effectively🌍 Leading fully remote teams in a post-office worldOne of the biggest shifts? “Buyers are 70% through their decision-making before they even talk to us.” Deb breaks down what this means for go-to-market strategies and how marketing teams need to evolve.Show Notes:0:00 Intro & Guest Introduction1:27 Deb Wolf’s Path to CMO5:00 The Shift in B2B Buying8:16 Rethinking the Sales Funnel14:12 AI’s Impact on B2B Marketing19:16 Navigating Martech & Data Overload24:12 Leading Remote Teams Effectively28:39 Books & Continuous Learning31:34 Final Thoughts & Wrap-Up-----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

Join Omer Gotlieb, CEO and Co-Founder of Salespeak.ai, as he shares how to transform your buyer's journey and create a valuable experience for both buyers and clients in the B2B industry. Learn how to enhance your business and stand out from the competition by crafting a personalized and effective journey for your target audience. Watch now to take your sales game to the next level! ____ CONNECT with us at: Website: https://leadtail.com/ Leadtail TV: https://www.leadtailtv.com/ LinkedIn: https://www.linkedin.com/company/leadtail/ Twitter: https://twitter.com/leadtail Facebook: https://www.facebook.com/Leadtail/ Instagram: https://www.instagram.com/leadtail/ ____

AI search is transforming B2B marketing—and most companies are already behind. Shaun Davidson, VP at Sembit and co-founder of Zero Channel, shares how he reverse-engineered ChatGPT to generate real leads after failing with paid ads and traditional SEO.

Shaun shares the real story behind spending $15K on paid ads with zero leads… and how that failure pushed him to reverse-engineer what makes large language models like ChatGPT, Gemini, and Google AI Mode recommend certain companies over others.In this episode, we explore:

- Why 37% of searches now start in AI chat interfaces, not Google

- How to get your company recommended by ChatGPT, Gemini, and Claude

- The practical steps B2B marketers can take today to optimize for AI search

- Real results: How Sembit grew while competitors closed their doors

- The difference between traditional SEO and AI engine optimization

- Building a playbook that works across digital PR, content, and earned media

Whether you're a CMO getting pressure from the board about AI search visibility or a marketing ops professional trying to understand this shift, Shawn breaks down exactly what's working right now—and what's coming next.

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0:00 — $15K on Paid Ads… Zero Leads

1:01 — Welcome + What Is AI Search Optimization?

2:53 — Shaun’s Path From SEO Failure to Zero Channel

4:47 — The Shift From Google Search to Chat Interfaces

5:35 — How Many People Are Starting Searches in ChatGPT Now?

6:33 — Why Boards Are Panicking About AI Search Results

7:16 — The Biggest Problems: Prompts, Data, and Attribution

11:17 — Citations, Earned Media, and Where AI Gets Its Answers

15:28 — Predictive Modeling and Building an AEO Playbook

19:45 — Who Owns This Inside a Marketing Organization?

22:39 — What Separates the Winners in AI Search

#b2bmarketing #b2b

Join Bryan Kramer in this discussion with Kimberly Storin, Chief Marketing Officer at Zayo Group, and Marla Schilling, Senior Manager of Brand and Content Strategy at Zayo Group, as they explore the intersection of B2B, AI, and marketing. Gain valuable insights into adopting AI tools, fostering trust within your team, and keeping human connections central to your marketing strategy in the age of AI everywhere.

Join us in this enlightening conversation with Donovan, a visionary leader from the CMO Council, as he shares his profound insights on the evolution and future of B2B marketing. In this interview, we talk to Donovan about how B2B marketing has changed and how to be successful as a B2B marketer in 2024. Donovan and Bryan cover topics like: The importance of experiential knowledge and insights The challenges and strategies for fostering effective collaboration between marketing and sales teams The roles of generative AI in marketing operations and strategies in 2024 and beyond Show Notes: 00:00 Intro 00:50 What is the CMO Council? 06:23 Has the CMO role fundamentally shifted in the digital age? 10:38 What are the main challenges between marketing and sales? 20:31 Only 22% of CMOs believe their CFO is very willing to collaborate 25:35 Can Generative AI help with the frictions between sales, marketing and finance? 30:00 Conclusion

AI has changed B2B marketing throughout 2023, and Clare Dorrian wants marketers to use it to empower their teams. Clare Dorrian, CMO at SugarCRM, joins host Bryan Kramer to discuss the new wave of Generative AI; how it can be used in combination with your marketing and sales teams to stand out, how it can eliminate busy work from our day-to-day, common pitfalls, and why the importance of human connection and originality of hand-crafted messages and narratives are not going away anytime soon. --- Timestamps: 00:00 Coming up in this interivew... 00:49 Intro 01:56 How has AI impacted how marketers approach their work? 08:32 Where is the line for the use of generative AI? 12:45 How does a CRM marketing leader see GenAI helping in personalization? 18:46 When does AI and Automation get creepy? 22:10 What does AI mean for marketer's skillsets? 26:18 What are the implications for AI in content creation? 28:50 How does Clare stay connected with her friends and family as a British Ex-Pat?

Isabelle Guis, a marketing expert, CEO, CMO, and lecturer, shares her experiences and insights into the world of B2B marketing and AI. Join our host Bryan Kramer, author of There is No B2B or B2C: It's Human to Human, as they dive into the conversations and questions that marketers are exploring in the age of AI, from data privacy to generative AI and its applications. ____ 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/leadtail Facebook: https://www.facebook.com/Leadtail/ Instagram: https://www.instagram.com/leadtail/ ____ 00:00 Introductions

Discover the transformative power of human-centric marketing strategies in the B2B world as we chat with Mariana Cogan. Drawing on her diverse experiences, including a multicultural background from Mexico to Japan, Mariana emphasizes the need to treat B2B customers as human beings. Explore the ways to personalize marketing initiatives and leverage technology to enhance human connections and learn how Mariana is bridging the gap between technical products and personal connections in B2B marketing. ____ 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/leadtail Facebook: https://www.facebook.com/Leadtail/ Instagram: https://www.instagram.com/leadtail/ ____ 00:00 Introductions

In this engaging interview with Alex Ortiz, we explore the dynamic relationship between marketing strategy, tactics, and organizational culture, all within the context of the rapidly evolving AI landscape. Discover why a balanced approach is crucial for success in modern marketing, and gain valuable insights on how AI is shaping the future of the industry. ____ 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/leadtail Facebook: https://www.facebook.com/Leadtail/ Instagram: https://www.instagram.com/leadtail/ ____ 00:00 Intro 00:54 How Experience As a Mechanical Engineer Led to Being a Marketing Leader 02:50 The Importance of Identity in Alex's Approach 6:59 What Every Startup CEO Should Know About Marketing 13:21 Great Marketing Takes a Village 19:25 What is the Next Phase of AI? 25:33 Outro

In this video, Beth Forester, VP of Marketing at Animoto, provides a compelling reason why your company needs to start using video in your B2B social efforts in the next few years. Beth discusses the importance of video content, how video content can help sell leads and drive more traffic to your website, and how video content can help create a better internal communication experience. If you're not using video in your marketing strategy yet, you're missing out on an incredible opportunity. In this video, Beth Forester from Animoto shares why video is the future of marketing and how you can start using video today to improve your business. ____ CONNECT with us at: Website: https://leadtail.com/ Leadtail TV: https://www.leadtailtv.com/ LinkedIn: https://www.linkedin.com/company/leadtail/ Twitter: https://twitter.com/leadtail Facebook: https://www.facebook.com/Leadtail/ Instagram: https://www.instagram.com/leadtail/ ____ 00:00 Intro 01:23 What's the Best Way to Market a Product Like Animoto? 02:44 What Kind of Challenges do Your Users Have With Creating Video? 03:31 How are Small and Medium-Sized Businesses Using Video in 2023? 05:19 How do You Create Great Quality Video With Speed? 07:24 How can Video Help Humanize Your Brand? 08:54 How do Internal Video vs. External Video Influence One Another? 10:36 What Are The Best Ways to Create Authentic Video Content in B2B Social? 13:01 Does B2B Have a Place on YouTube? 14:13 What Kind of Video Should B2B Focus on in 2023 or Beyond? 17:31 What Would You Suggest People Start Their Video Strategy? 20:03 Beth Forester's favorite Subject for Photography

In this episode, we're talking with Kenny Lee, the VP of Revenue at Seismic, about how the best revenue teams align for success.

Seismic is a platform that helps companies build and manage their sales and marketing alignment. Kenny has a lot of experience and knowledge about how to build and manage a successful revenue team, and he's sharing those insights with us in this video.

If you're looking to improve your marketing and revenue strategies, then this video is for you! Learn about how to align your sales and marketing efforts and reach your goals in the most effective way possible. =======

Timestamps:

00:00 Intro 01:20 Who is Kenny Lee, and why Seismic? 04:50 How Should Revenue Teams Think About "Success"? 10:14 How Do You Get To Marketing and Sales Alignment? 15:25 What Really is Attribution, and How Should We Use It? 22:47 How Can Marketers Ensure We Keep Human Moments? 27:22 Outro

Kellie Walenciak wants you to start thinking about how you craft your messaging, both internally and externally.  

Having served as Head of Internal Communications at Avaya and now Head of Communications at Televerde, Kellie knows that it's easy to fall into the trap of making the same tired messaging and not thinking about the human on the other side of the message. Bryan talks to Kellie about messaging internally and externally, why the Televerde second-chance model works, and how Televerde is furthering its mission to help stigmatized groups. 

 ____  

CONNECT with us at: Website: https://leadtail.com/

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We're so excited to share an episode of our new podcast, Agents of Change. In this show, we interview agency marketers affecting change in their organizations by using best practices. Check out the podcast's full feed on Spotify here, or find the full episodes on our YouTube channel, youtube.com/@leadtail

How fast will AI reshape marketing operations—and can leaders afford to sit on the sidelines? Host Clark Newby sits down with Tom Grubb, sales and marketing enablement consultant and former exec at Marketo and Intuit, to break it all down.In this episode of Tomorrow’s Best Practices, Clark and Tom unpack what’s happening right now in marketing operations and go-to-market strategy as AI moves from theory to daily practice. Fresh off MarketingPalooza, Tom shares what he heard from marketing ops leaders on the ground—from AI agents that can execute Marketo tasks to teams building their own custom agents for analytics and operations.They explore the real tension leaders face today: innovation versus risk. How much control is enough before trusting automation? When does playing it safe actually become the bigger risk? And what happens when your competitors move faster than your internal processes can keep up?-----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 – The Risk vs Reward of Adopting New Technology 1:03 – Welcome to Tomorrow’s Best Practices + Guest Introduction 3:09 – Cutting Through Chaos With Data and Alignment 3:57 – MarketingPalooza Takeaways and the AI Pulse Check 7:33 – Where AI Is Showing Up in Marketing Ops Right Now 8:31 – AI Agents, Automation, and Building Your Own Tools 13:08 – Trust, Hallucinations, and When Automation Becomes Risky 17:09 – Marketing, Measurement, and Board-Level Expectations 22:44 – Defining What Marketing Success Really Means 29:37 – Life Outside Work and a Book for Boards and Marketers #b2bmarketing #b2b

Building communities is no easy feat. But measuring and testing in a community is even more of an undertaking. Andrew Miller, VP of Marketing at Orbit joins host Bryan Kramer to discuss how to measure community involvement, the overlap between traditional growth marketing and community building, and how organizations can start and scale their community growth efforts.

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Learn more about the National Down Syndrome Society: https://ndss.org/

Check out Andrew's new start-up, Eudaimonia Health: https://www.eudaimoniahealth.co/

Learn more about Orbit: https://orbit.love/

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CONNECT with us at: 

Website: https://leadtail.com/

Leadtail TV: https://www.leadtailtv.com/

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The content marketing in B2B is changing. But what will that look like?  

Evan Kirstel, Top B2B Technology Influencer, joined your host Bryan Kramer to discuss the future of content marketing in B2B, how recycling content is a major opportunity for content creators, and why community will be the key to your marketing strategy moving forward.  

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Kelly Seelig, career marketer and current Head of Marketing and Communications at Landing AI, joins us to talk about why startups give great experiences for marketers, why building strong teams and partnerships are huge, and why centering around the customer is foundational to good business.

So you have a great idea, but now you need the talent to get it off the ground - Joyce Yeung, Head of Marketing at Seurat, joined us to talk about she is leveraging what she calls "employee branding" to get a leg up on their competitors when it comes to talent acquisition.

Mark Lerner has embraced his place as a marketer in Product-Led growth.

Join us as we discuss how to create a content strategy without content, why product-led growth is so different from inbound marketing, and how Mark has leveraged his company's existing content into an e-book with Hubspot

Is it worth building a community if you don't have one? How can you drive value with virtual events?  We had Joshua Zerkel, Head of Global Engagement Marketing at Asana to chat about why they're doubling down on community building, how they're changing and learning from doing over 200 virtual events throughout 2021, and why Joshua only uses one emoji for everything.  

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Become an Asana Ambassador!

https://asana.com/community/ambassadors

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Find Joshua on Social 

https://twitter.com/joshuazerkel 

https://www.linkedin.com/in/joshuazerkel

It's no secret that selling into the CIO is difficult - Myles Suer, top CIO influencer, joined us to discuss how salespeople can navigate the new world of selling into the CIO, why talking about features is no longer enough, and why it's still important to sell to the people, not just to service the quarterly goals.

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Find more from Myles:  https://www.eweek.com/author/mylessuer/ https://ciochat.live/ https://twitter.com/MylesSuer 

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CONNECT with us at: Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/leadtail/Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/

Every startup wants to achieve growth, but it can be hard to know where to start. We sat down with Holly Roland, CEO of Emerald Hill Marketing, to get her insights.

Holly helps startups move upmarket - from selling to small business sales to selling into large enterprises.  In this episode, Holly outlines a few strategies and best practices to get from point A to point B, including carving out your niche, aligning your marketing and sales strategy, and truly understanding your buyers' desires.

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CONNECT with us at:

Website: https://leadtail.com/

Leadtail TV: https://www.leadtailtv.com/

LinkedIn: https://www.linkedin.com/company/leadtail/

Twitter: https://twitter.com/leadtail

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Good Digital is quickly becoming tablestakes for any business. We sat down with Gunter Reiss, global marketing leader and social marketing evangelist to discuss how social media marketing fits into B2B, his playbook for CMOs in 2021, and why digital marketing is your most important challenge as a marketing leader. Please join me in my interview with Gunter Reiss.

Instead of our regularly programmed show, Tomorrow's Best Practices Today, we're featuring our sister podcast Counterpoint B2B, hosted by Steve Mann.

Counterpoint B2B is a show where B2B Marketers discuss, debate, and explore common marketing tradeoffs faced by marketing decision makers. Join host Steve Mann as he invites senior marketers to break down these decisions and helps you come to your own conclusions about each topic.

Clint Oram, co-founder and former CMO/CTO of SugarCRM, joins Clark Newby on the Tomorrow’s Best Practices Today podcast to explore how AI is reshaping B2B sales and marketing. From his roots at SugarCRM to advising AI startups and hosting his own show PROMPT This, Clint shares hard-won insight into what’s real—and what’s hype—in AI’s impact on business.In this conversation you’ll learn:- How generative AI is rewriting the rules of productivity for sales and marketing professionals—what is changing, what still matters.- Why “jobs lost to AI” is the easier narrative, but not necessarily the accurate one—and what smarter companies are doing now to stay ahead.- What social selling really looks like today, how LinkedIn has evolved (and been blocked by spam), and how sellers can build meaningful audiences rather than send endless cold InMails.- The tools and tactics that Clint regularly uses—his favorite generative-AI platforms, how he advises companies, and how younger professionals (including recent grads) can future-proof their careers by embracing and mastering AI.- A candid look at the post-pandemic tech bubble, the hiring surge in 2022-23, and why the softening market is providing an opportunity—if you know where to look.Whether you’re a sales leader, marketer, agency owner, or recent grad trying to find your footing, this episode offers concrete take-aways and strategic questions to ask. If you believe that AI is going to change everything—yes, and so are you—this discussion will ground that belief with practical insight and next-step ideas.-----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 Intro — From CRM to AI01:40 Why Generative AI Is Changing Everything04:00 Fear, Optimism, and the Future of Work06:00 The Job Market Myth10:00 The Tech Bubble and False AI Narratives11:00 Social Selling and the Spam Era14:00 LLMs and the New Sales Funnel17:00 Future-Proofing Your Career with AI22:00 The Best AI Tools for Marketers and Sellers27:00 Reinventing the Podcast Creator29:00 Launching “Prompt This”31:00 How to Get Started with AI32:00 Final Thoughts — Is AI as Big as the Internet or Electricity?#b2bmarketing #b2b

Every company executive knows what great PR looks like when they see it. But few understand what it really takes to secure that glowing coverage. Ed Zitron, founder of EZPR, knows what it takes, and he's not shy about it. In this episode, Ed and I talk about PR's big PR problem, why journalists don't always make the best PR people, and how to avoid the trap of a mushy middle management structure. We dig into the differences between PR and media relations, and embracing the discussion about how to measure results. 

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CONNECT with us at:  Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/leadtail/Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/

Marketing services in B2B is completely different from marketing products in B2B… Or is it?

20 year CMO Mark Waxman came on the show and let us know that that is not completely true. In our conversation, we talked about the real difference between marketing services and products, how to implement a successful social selling program in marketing, and why all marketers are story tellers, regardless of if they work in a corporation, agency, in B2B services or B2B Tech.

The role of the CMO has changed so much in the past 20 years, and Rhoan Morgan has taken a notice. Tune in to hear how this marketing thought leader and serial CMO thinks about marketing from the purview of the C-Suite.

If you want to hear more from Rhoan, check out here podcast Revenue Rebels here

Maria Twena has always lived between two worlds. 

As the child of first generation immigrants she was well aware that life at home was all about how to be a good member of the community, and how to contribute to the collective… while outside the home, she picked up on all the signals about the value of American individualism and self-reliance.   

Today, Maria heads up the “Consumer X” practice at 9th Wonder, where she helps brands bridge that hybrid space between cultures. With warmth and empathy, she shares some key insights for marketers about how multi-lingual and multi-cultural marketing *really* works, why you might be missing these moments in your general marketing programs, and how to create experiences that speak to your audience in the ways that matter.

Are you a veteran of the War for MQLs? Struggle to get on the same side as your sales team? Wondering if there’s any way marketing and sales can ever get along, let alone, succeed together? Nicole Fuselier doesn’t just think it’s possible, she’s turned sales and marketing alignment into her professional superpower. Stay tuned to this episode of Tomorrow’s Best Practices Today to learn how she does it, and how you can get your teams aligned and crush your numbers, together.

Kieran Hannon wants marketers to stop talking and start listening - according to him, the voice of the customer is paramount. Tune in to find out how Kieran earned the title of Top 50 most influential CMOs by Forbes.

Michelle is a data-driven marketing executive with experience in multiple startups, global enterprise technology and privately held companies. She is known for exceeding objectives through inspiring teams and the implementation of new strategies, effective processes, innovative campaigns and sophisticated marketing technology.

Daniel Glickman wants to help us all grow.

💚 Leadtail makes social work for B2B | https://leadtail.com | we’re @Leadtail on Twitter 💚

Find Daniel at cmoconfessions.com or @cmoconfessions on Twitter.

Daniel is the host of B2U, a podcast exploring a new way of thinking about marketing - from Business to User - for marketing teams of all sizes. Just like us, he loves talking about B2B marketing.

From accelerating growth in companies to building a brand from the ground up, Daniel has seen it all, and he’s done it on several continents to boot. Join me as I hear from Daniel over what he thinks are the keys to growing the brand and business from the chair of the marketing department, and how you can do it too.

Cecile Thirion Joins us to tell us about international marketing, community, and mentorship. 

💚 Leadtail makes social work for B2B | https://leadtail.com | we’re @Leadtail on Twitter 💚

Today’s guest is Cecile Thirion, a global marketer and community builder. We chat with her about building a community of marketers, how B2B marketers should expand their thinking when it comes to marketing internationally, and why mentoring and lifting people up is so important to her. Let’s get right into it, here’s my interview with Cecile.

Leadtail: We Make Social Work For B2B Brands - https://leadtail.com/

Follow us on Twitter - https://twitter.com/Leadtail

Karen is a marketers’ marketer.

From consumer marketing at Apple in the 90’s to leading global marketing organizations at VMWare and Marketo during key chapters in their industry-shaping journeys, Karen has seen marketing from just about every angle. I’m looking forward to hearing her perspective on what she has seen work, what hasn’t, and some enduring marketing truths that stand the test of time.

What happens when your website isn’t built for everyone? In this conversation, we explore how inclusive design and accessibility can transform both user experience and business performance.Most marketers and business leaders never consider how someone with a disability experiences their website. But what if one in four potential customers couldn’t engage with your brand online?In this episode, we dive into the fundamentals of digital accessibility—what it means, why it matters, and how every organization can start building more inclusive digital experiences. Our guest, an accessibility advocate and communications leader from AudioEye, breaks down the technical and practical sides of making your website usable for all.You’ll learn:- What “digital accessibility” really means, beyond compliance checklists- The three most common barriers found on websites (and how to fix them)- How screen readers, alt text, and tab navigation affect real people- Why accessibility improvements boost SEO and customer loyalty- How small technical changes can dramatically expand your market reach- Why accessibility isn’t just a legal requirement—it’s a brand advantageThe conversation also covers how to shift from seeing accessibility as a final “checkbox” to making it part of your content, design, and development process. You’ll hear examples of simple adjustments—like descriptive link text, clear form labels, and concise visual language—that make a site easier to navigate for everyone.-----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: Why Accessibility Matters for Every Business1:34 — What Digital Accessibility Really Means2:52 — How People with Disabilities Navigate Websites4:10 — The Top Three Accessibility Issues: Images, Links, and Forms7:47 — Common Blind Spots Marketers Overlook9:44 — The Global Accessibility Guidelines Explained11:30 — Why Awareness Is the First Step Toward Inclusion14:16 — Legal Risks and Compliance Drivers You Should Know17:47 — The Business Case for Accessibility: SEO, Loyalty, and Brand Trust19:44 — Accessibility Helps Everyone, Not Just Those with Disabilities20:37 — Quick Wins for Marketers: Improving Alt Text, Links, and Forms25:05 — Balancing Clarity and Conversion in Accessible Design26:49 — From Tactics to Philosophy: Making Accessibility a Core Value30:57 — The Low Cost, High ROI of Accessibility Investment31:43 — Beyond the Screen: Inspiration, Travel, and Creative Recharge32:47 — Closing Thoughts: Accessibility as a Measure of Great Marketing#b2bmarketing #b2b

In this episode of Leadtail TV, Bryan and Christina Ellwood discuss how marketing is at the center of the organization and has its hands in everything.

Bryan and Christina also talk about how important focus is to aligning the organization, how she builds marketing teams, how she believes more marketers should view the sales funnel, and more.

Steve Mann wants you to realize how much emotions play into any buying decision, B2B or otherwise. Steve explains how he uses emotions in his go to market plan, what he suggests to do in this time of disrupted markets, and how he uses his learnings from marketing and business in the home to help raise his triplets, and how he uses those learnings in the world of business.

Tamara McCleary shares how she thinks about social ROI and gives her tips on the best place to get ROI on social efforts.  

Bryan and Tamara also ponder common misconceptions on social media, the future of social, and the future of AI and work in an ever-changing world.

In this episode, Carla Johnson asks that marketers start to rethink how they approach marketing within organizations so that they can get a larger platform to stand on.  

Bryan and Carla also discuss the future of work, how living in a different place can change your marketing and business perspective, and also how marketing can begin to break out of silos that they can so often feel stuck in at big organizations.