Explorez tous les épisodes du podcast Banter with Billy

Ask any marketer where they began with AI and the answer is content. So what happens next?

Alex Greenshpun co-founded 10x company and built one of the first AI communities for marketers in Israel, so she sees what happens to teams once the content-generation honeymoon ends. Envy's Billy Cina asked her what comes after, and the answer does not sit where you expect it to!

What Billy and Alex get into:

↳ AI slop, naturally
↳ Popular AI use cases for marketers
↳ Replacing marketing teams with AI
↳ The future moat and no, it's not AI!
↳ 2027 budget item no one is thinking about
↳ AI FOMO, of course

If there's one thing we want you to get out of this episode, it's this: stop chasing the newest model, and focus on context instead. You cannot control what the model says, but you can guide it with context, and that part is entirely in your hands.

You trust buyers to make $50,000 decisions. So why are you trapping them behind a form just to "see the product"???

In this banter, Envy's Billy Cina sits down with Tas Bober‬, the landing page queen herself, to pull apart everything B2B marketers get wrong about landing pages.

Turns out the old playbook (big form up top, three bullet points about how you're "AI-powered," no way out) is quietly killing your pipeline.

Tas explains what actually converts, why you have to date your buyers before you ask them to marry you (duh), and how she moved a single buried FAQ block and watched purchases jump 265%.

What we get into:

↳ Why 52% of companies don't even use a landing page (and why that's mistake #1)
↳The pre-conversion signals most marketers ignore — and where the real data lives
↳ Why 70% of buyer research happens before they ever talk to you
76 touch points. 6.8 stakeholders. One form on visit one. Do the math.
↳ The Snagit story: one FAQ, moved up the page, +265% in purchases (not trials)
↳ Why your landing page can't live in isolation from the rest of your brand

If your ads look great, your targeting's spot-on, your CPL is low, but pipeline still isn't moving, this one really is for you.

Sangram Vajre as run marketing inside two nine-figure exits, Pardot and Terminus, then became a CEO himself. That mix is exactly why he has strong opinions on the CEO-CMO tension around go-to-market, and why so few companies actually solve it 👈

On this episode of Banter with Billy, Sangram argues CEOs need to own go-to-market outright, while marketers earn their seat at the table by understanding the business of marketing, meaning which accounts and products actually turn a profit.

He also breaks down why product no longer works as a moat now that AI makes it easy to copy, and how that pushes companies toward two real paths: building a brand that drives demand, or picking one go-to-market motion, like partner-led or event-led, and owning it completely.

If you're stuck in the same tug-of-war over who owns pipeline versus who owns strategy, this episode lays out where the ownership should actually sit.

Check out more on 🌍 https://www.goenvy.io/banter-with-billy

Before Fibbler had a product, ‪Adam Holmgren had an audience 👀

He spent two years posting on LinkedIn every weekday, building 25,000 followers directly in his target buyer pool, with nothing to sell. So when he launched, his first 50 customers came straight from those posts, with content doing all the work before a sales team or paid funnel ever existed.

In this episode of Banter with Billy, Billy and Fibbler's co-founder and CEO, Adam Holmgren, get into what founder-led marketing actually looks like when it works, and where it tends to fall apart. They cover:

↳ Why it's worth to post thought leadership before you even have a product;
↳ When to shift from founder brand to company brand, and what happens if that shift comes too late;
↳ Why "I have nothing to say" is always an excuse;
↳ The best responses to harsh feedback on LinkedIn.

Plus, marketing attribution makes a cameo and we know you all love it! 🎉

Check out more episodes on https://www.goenvy.io/banter-with-billy/

Rashi Elmaliah named Waze. Eitan Chitayat ran branding for Apple, Google, and Volkswagen through his agency Natie. Between them, decades of building some of the most recognised brands in tech. Then October 7th happened, and both of them showed up without being asked, without being drafted. A decision each made alone, the same night.

We get into how brand storytelling works when the stakes are existential, not commercial. If you work in brand, communications, or marketing, this conversation will hit differently. Because the craft they spent careers building got its hardest brief without a client, a budget, or a deadline.

Find more episodes on https://goenvy.io/banter-with-billy/

In this episode of Banter with Billy, Billy sits down with Vicky Books, Director of Marketing at ‪Grove Ventures‬, to break down what actually happens when a founder walks into a pitch meeting.

From “my market is everyone” to gut-feel validation, Vicky shares the red flags that instantly kill investors' interest and what founders consistently get wrong when trying to raise.

They also get into:
Why VCs have serious FOMO (and how it affects decisions)
The difference between real customer insight and assumptions
What builds trust with investors and what destroys it fast
Why CMOs get pushed hard in board meetings
How early-stage teams should actually approach marketing

If you’re preparing for a raise or supporting a founder who is, this is a practical look at how to avoid the mistakes that cost you the room before you even get started.

Watch until the end for Vicky’s take on what founders should do in the first 6 months to validate their market the right way.

Is AI actually replacing marketers… or that's just good ol' FOMO?

In this episode of Banter with Billy, Marketing Envy's Billy Cina sits down with Sendoso's CEO Kris Rudeegraap to to talk all things AI in marketing.

Because  what we're seeing is not marketers disappearing into thin air. In fact, the best teams are hiring more. So what’s really going on?

Kris shares how Sendoso is using AI across SDR workflows, content, and even inbound chat, including where it’s working, and where it’s failing.

We get into:
Why AI won’t replace marketing strategy (surprise surprise)
The rise of AI agents inside marketing org charts
Real examples of AI wins in outbound and personalization
Why creativity is becoming the most valuable skill in marketing
The truth behind “SaaS is dead”

If you’re leading a marketing team, managing pipeline pressure, or trying to figure out where AI actually fits, this conversation is worth your time.

Subscribe to Banter with Billy for more conversations with actual marketers in the trenches, and less dry theory packaged in fancy fluff.

Reddit is the most underrated B2B marketing channel right now. There, we said it!

And in this episode of Banter with Billy, Envy's own Billy Cina sits down with Olena Bomko to discuss how product marketers and founders are using (or should be using!) Reddit to drive real impact, from community building and customer support to SEO visibility and even influencing ChatGPT citations.

Olena shares how she went from observing subreddits to building her own communities, running Ask Me Anything sessions, connecting Reddit with LinkedIn, and helping clients show up at the top of Google results.

We also discuss how Reddit ads differ from LinkedIn, why niche subreddits matter, and how companies can use Reddit for social listening and customer research.

If you’re in B2B, SaaS, or product marketing, and you’ve never considered Reddit part of your GTM strategy, this conversation will hopefully change your mind.

More banters here: https://goenvy.io/banter-with-billy

This isn’t another “AI is taking our jobs” conversation. This banter episode with Adi Blecher, VP Marketing at Wisor.AI and Beth Katzman, global recruitment expert, is a grounded look at how hiring expectations, budget pressure, and leadership misunderstandings are colliding and leaving marketers stuck in the middle.

You’ll hear a blunt take on:
Why companies are hunting for all-in-one marketers and why that role fails in practice;
How AI is being used as a headcount shortcut, not a strategy;
Which marketing roles are still in demand and which ones are quietly disappearing;
The mistakes candidates make with CVs, LinkedIn profiles, and interviews;
Why “visibility” isn’t optional if you want to be hired;
The real risk behind 12–18 month job hopping;
When it makes sense to move marketing teams to the US and when it backfires.

If you’re a CMO, VP Marketing, or senior marketer navigating hiring freezes, unrealistic job specs, or career fatigue, this conversation will sound uncomfortably familiar.

Watch the full episode to hear what hiring managers are actually looking for and what most candidates still get wrong.

If you think influencer marketing is only for B2C brands, think again.

If you think influencer marketing is only for B2C and maybe B2B mega-brands, think again. Cause ‪Vector just proved that it can work ✨ magic ✨ with micro-influencers advertising your small(er) brand.

In this episode of Banter with Billy, Billy sits down with Vector's Head of Marketing, Jess Cook, to understand how a $12,000 micro-influencer pilot turned into 45 demo requests, out of which 82% were ICP leads, and more than $1.1M in pipeline??????

Jess breaks down how she built the entire program, but also what she would never do again, how to avoid the rookie mistakes, and why B2B brands should rethink “vampire months” like July and August.

If you’ve been skeptical about influencer marketing in B2B, this conversation will hopefully change how you how you budget for 2026.

Thanks, Jess!

Everyone’s talking about “AI for marketing,” but few can show how it really drives revenue.

In this session, Danit Ben Simon (Head of Demand Gen at Vendict) joins Billy to break down how she uses AI to actually build pipeline.

From creating full-funnel campaigns with HeyGen avatars and Clay automations, to using real buying signals instead of overpriced intent data, Danit shows what AI can look like when you use it for more than (bad) content creation.

You’ll hear:
How AI helps small teams run like full GTM engines,
Why “signals” beat “intent” every time,
How to use video, personalization, and data enrichment to double demo bookings,
Why outbound isn’t dead and how to make it work.

We don't know a single marketer who isn't feeling overwhelmed with all the new AI tools out there, so if you're in the same boat, this one is for you.

In this no-BS conversation, Envy's own Billy Cina sits down with Santosh Sharan, Co-Founder of Zeer AI, to dissect why traditional B2B go-to-market strategies are crumbling, and what’s replacing them.

Spoiler alert: your buyers are way ahead of your SDRs.

We cover:

Why Gartner, G2, and outdated analyst models are collapsing,
How AI is flooding the market with information, and why trust is the new currency,
The shift from playbooks to personalization: no more 7-step templates.
Why cold calling is beyond dead, and how AI agents will replace the noise,
The real future of B2B differentiation: founder-led brand, community, and GTM motion,
What it means when your buyer walks into the call knowing more than your rep.

Santosh unpacks how Zeer AI is rethinking B2B research, trust-building, and buyer-vendor collaboration, and why insight should matter more than outreach in modern GTM.

If you’re a founder, CMO, or GTM lead tired of noise, this is your signal to rethink the funnel.

Convincing a CEO that marketing matters (without perfect attribution data) can feel impossible. In this conversation, I asked Rand Fishkin, co-founder of SparkToro, why most attribution models mislead, what to measure instead, and how to reframe the conversation so leadership actually listens.

You’ll learn:
Why “proving” marketing through attribution is often a trap
How to shift from attribution to lift-based measurement
The one conversation to have before investing in brand, PR, or events
How competitor actions can be your secret weapon in budget discussions
Practical metrics for showing impact in long B2B sales cycles

If your CEO only trusts Google and Facebook dashboards, this is your playbook for changing their mind.

We all love our customers. OK most customers. And we definitely all want more customers. 

We all understand that keeping and growing current customers is far more cost effective than acquiring new ones. So why oh why do most  B2B tech companies invest so little in customer marketing?

Billy Cina and Gaby Young banter this out and also cover what effective customer marketing looks like. 
Wadda you think?

What do data scientists actually do... and how is AI already reshaping their role?

In this episode of Banter with Billy, we sit down with Rotem Pinchover, Senior Data Scientist at Intuit, to pull back the curtain on what data scientists really do, why it’s different from analysts, and how their work is transforming marketing, product, and personalization at scale.

What you'll learn:
The real difference between a data scientist and a data analyst (finally, some clarity).
How Intuit is using data science to power hyper-personalized campaigns inside Mailchimp.
Why generative AI isn’t replacing data scientists... but it is changing their toolkit.
How rogue chatbots are redefining the importance of guardrails.
Why the era of cookie-cutter marketing playbooks is over, and what that means for marketers.

Along the way, we run live LLM comparisons, debate tech stacks for post-Series B startups, and talk about the rising need for agility, personalization, and constant innovation—in both marketing and data science.

Whether you're a B2B marketer wondering how to keep up, or a data pro trying to prove your value in the age of AI, this one's for you.

TL;DR: The future belongs to those who personalize, iterate, and ditch the playbook.

Nowadays, everyone talks about ABM as a methodology that solves all your problems. We get it. We recommend ABM ourselves – but ABM motions aren't anything new, and they're not one solution to all your marketing problems.

Tune in to hear from Billy Cina, Managing Partner of Envy, and Pe'era Feldman, Startegic Startup Advisor, on what you should do instead.

There's A LOT of talk around brand right now, but it's for good reason, because...

No one will click on your demo ads if they don’t know your brand.

No one will give you their email address just to view an ebook.

And no one will remember your brand without strong brand awareness.

👉 This means that all campaigns, leadgen or not, will need to include more brand awareness.

But what if you don't have a budget for brand awareness like Nike or monday.com? Then Shiri Katalan from Global Dots‬ have lots of great ideas for you.

We're Envy, a B2B tech marketing & RevOps agency companies turn to when they need to reach scary goals. 

Is AI stepping up to take over the art of public speaking? The "traditional" coaching world is facing a new challenger: AI tools that promise to improve your speaking skills from your laptop.

With apps like ‪Yoodli, ‪Pronounce or Orai gaining traction, more people are turning to AI for feedback and practice. But here’s the big question: Can these tools really match the magic of a seasoned coach?

In this episode of candid marketing chats, Billy Cina spoke with Helen Gottstein to break down the strengths and stumbles of AI-powered speech coaches. Will they make you a rockstar on stage, or leave you hanging with awkward feedback?

Think creativity is just a talent you’re born with? Think again. Building a creative team isn’t just about hiring “naturally creative” people—it’s about fostering a culture that sparks new ideas across the board.

In this episode of candid chats with other B2B marketers, Dani Peterman from ‪Appsflyer joins Billy Cina to explore how to unlock creativity within your team, regardless of their job title or experience. We dig into questions like:

How can you cultivate creativity across your entire organization?
Should your CTO jump into brainstorming sessions with the marketing team?
And, the big one: Can creativity thrive under pressure?
If you’re ready to go beyond “talent” and build a creative culture that drives results—even when time’s tight—grab a notebook and hit play.

👉 Tune in and get inspired to bring creativity to every corner of your team!

Billy Cina has been talking about Wynter for ages. And now she gets to talk to the brains behind the platform.

Why aren't all marketers testing their messaging? 
Are we saving time & money, or on the contrary?
How do we introduce message testing as unnegotiable part when releasing new products or building new campaings?

Billy discussed these and many more with Wynter's CEO, Peep Laja.

Can’t you just WhatsApp TechCrunch???
Well... No, you cannot.

In the latest episode of Banter with Billy, Envy's own Billy Cina sits down with PR powerhouse Leron Kornreich of Si14 Global Comms and stealth-mode startup co-founder Dafna Presler to discuss the real state of PR in 2025.

Here’s what they covered:
Why getting into TechCrunch is harder than getting your CEO to show up for a podcast
What makes a story actually newsworthy
When a startup should actually invest in PR, and when it’s a total waste
Why "just send a press release" is wishful thinking, not a strategy
And yes… the real reason people are still paying $1,200 to post on the PR newswire

If you're wondering why PR still matters in a world full of LinkedIn posts, Slack groups, and AI-generated pitch spam, this one's for you.

Is sales and marketing alignment truly possible—or is it the mythical holy grail of B2B tech? 🤔

For this conversation, Billy Cina invited no one than Romi Davidor, Senior Marketing Manager at Fiverr to dive deep into the messy, often frustrating relationship between sales and marketing teams.

Spoiler: complete harmony might not be the goal, and that’s okay!

Here’s what you’ll learn:
✅ Why some tension between sales and marketing can actually be healthy.
✅ How understanding sales KPIs and processes can transform collaboration.
✅ Real-life strategies to bridge gaps—like campaign-specific Slack channels, face-to-face kickoffs, and syncing with sales ops.
✅ The importance of listening to sales calls and building personal relationships across teams.

From avoiding skipped processes to tackling lead quality debates, this candid discussion offers actionable advice for marketers feeling stuck in the chaos.

Join Envy's Billa Cina in her chat with Meital Ashbel, Global Marketing Director of Afimilk and learn everything you need to know about transforming traditional companies - 45-years-old dairy management in Meital's case - into a digital-first, customer-focused business. 

In this talk, you’ll learn:

1️⃣ How Meital introduced CRM (hello, HubSpot and Salesforce!) and marketing automation to streamline lead management.
2️⃣ The uphill battle of getting a reluctant sales team on board and hooked on data-driven leads.
3️⃣ Why patience and realistic KPIs are key when digitalizing traditional marketing operations.
4️⃣ How traditional companies can use existing strengths—like a seasoned sales team and loyal customers—to fast-track their digital transformation.
5️⃣ The importance of securing internal buy-in from the CEO to IT, and why cultural nuances matter when implementing global changes.

Spoiler alert: A big part of the transformation included getting everyone—from the CEO to sales—to see marketing as more than just the “decoration committee.”

Listen now to learn how to build a 21st-century marketing engine from scratch—even when you’re starting with hay and paper calendars.

Demand gen isn’t dead—but going solo won’t cut it anymore. Ronen Shetelboim, SVP of Marketing at Cycode, joins Billy to talk about the marketing budget shifts every B2B tech company needs to know before 2025 hits.

Here’s the deal:
🔸 AI-fueled content is everywhere (and mostly forgettable).
🔸 Creative, messaging, and brand are now mission-critical—no more skipping the hard stuff.
🔸 Demand gen still matters—but only when paired with killer content and smart distribution.

Stop sounding like everyone else. Watch now to learn how to budget for what actually works.

🎯 Feeling marketing FOMO? You’re not alone. So many startups struggle to decide what to prioritize when there are endless marketing channels, tools, and strategies screaming for attention.

Good thing Maya Melamed is here! She's the go-to fractional CMO for startups, and she joins Envy's Billy Cina to break down how to cut through the noise and build a marketing strategy that sticks — even when you’re the only marketer on the team. 💪

We cover:
✅ Where to actually start on Day 1 (hint: it’s not running a paid campaign).
✅ Building a realistic go-to-market plan without skipping the essentials.
✅ Managing CEO expectations when they expect a $3M pipeline... yesterday.
✅ Staying focused using OKRs and marketing sprints (say goodbye to “just one more event in Vegas”).

📢 Need more tips? Reach out — we’ve been there. 😉

Yoel Knoll from Cybord‬ join Billy Cina to debate whether marketers are losing their edge in the age of AI. Are we sacrificing creativity for convenience? Are bland, repetitive strategies the fault of generative AI, or something deeper?

We dive into:
✅ How over-reliance on AI risks diluting marketing skills.
✅ The long-standing issue of generic, uninspired content.
✅ Why marketers struggle to connect with ICPs and influence risk-averse CEOs.
✅ How to reclaim creativity, push back on sameness, and secure a seat at the table.

👉 If you don’t wanna settle for bland content (and we know that no one does), watch now.

Two of the things 2025 will bring are more videos and more personalisation. But who has time for those?!

Well, with AI avatars, you don't need that much time. That's why Billy Cina invited ‪D-ID's Tomer Zuker to discuss all things AI:

• How AI avatars are transforming video content creation,
  
  
• Real-world examples, including PepsiCo’s interactive booth and AI-powered newsletters, and
  
  
• The ethical challenges of synthetic media and D-ID’s approach to transparency.
  
  

If you’re curious about the future of AI in marketing or just want a sneak peek into how this game-changing technology works, this is a conversation you don’t want to miss.

In this episode of Banter with Billy, Billy Cina sits down with Michael Yehoshua, CMO of WiseStamp, to tear apart the myths, realities, and outright frustrations of the Gartner Magic Quadrant. They cover:

Why Gartner still holds weight with CISOs and enterprise buyers (even if they hate it)
Whether peer review sites and influencers have replaced the need for analysts
The pay-to-play debate—do you really have to keep paying to stay in the top right?
When it makes sense to create your own category (and when it’s just a vanity play)

Michael even spills the details on how Gong forced Gartner to recognize a new category—and how startups can actually influence analysts without a Super Bowl ad budget.

If you're a B2B startup CMO debating whether to throw money at Gartner—or thinking about building a category from scratch—listen now and decide for yourself 😉

With over 3,000 cybersecurity companies vying for the same budget, how do you stand out in an industry drowning in blue screens and generic messaging? In this episode of Banter with Billy, Maayan Sella, VP of Demand Gen at ‪Pentera‬, joins Billy for a candid conversation about the challenges (and opportunities) of marketing in cybersecurity.

🔥 Topics covered:

• Cutting through the noise in a crowded cybersecurity market;
  
  
• Why meeting your ICP is non-negotiable (and why ChatGPT won’t replace real conversations);
  
  
• The “blue screen of death” problem—why so many cyber brands look the same;
  
  
• How creative marketing, like Pentera’s Black Hat boxing ring, drives real ROI
  
  
• The role of ABX and content strategy in 2025;
  
  
• Tech FOMO, avatars, and the future of lean marketing teams.

Martech FOMO vs. Martech Fatigue, where do you stand?

For this conversation, Envy's Billy Cina invited Shahar Heimann, Sr Director of Demand Gen at BridgeWise to deep into the marketing tech stack—what’s essential, what’s overrated, and how to avoid tech overload.

Here's what's been discussed:
✅ Must-have tools for post-Series A startups & scaling companies
✅ Why HubSpot is non-negotiable for CRM & automation
✅ The real value of ABM platforms like 6sense (and when they’re NOT worth the money)
✅ AI tools—lifesavers or creativity killers?
✅ The Canva & Figma revolution (Stop using PowerPoint, please 🙏)
✅ The hidden dangers of relying too much on AI for marketing

We also cover testing new tools without losing your mind, reporting struggles, and the one tool that made our lives way easier. And what’s in your tech stack that you can’t live without?

Join Billy Cina of Envy and Yoel Israel of Wadi Digital as they banter on what's happening with digital marketing in 2025. Where are budgets being spent?

We've hit the spot where Google and LinkedIn are outpricing themselves. From being a 'must have' in the  marketing budget, B2B marketers are turning elsewhere to get an ROI. We're not bidding farewell just yet, but we are saying hello again to alternative demand generation channels such as Reddit, and going back to niche industry publications, newsletters and more.

Listen to the episode for more.

What actually makes a tech community work?

In this candid and lively conversation, Billy sits down with renowned community strategist Jono Bacon—founder of the Community Leadership Core and former community lead at Canonical (Ubuntu), GitHub, and XPRIZE. They discuss the real meaning of “community” in the tech world—beyond the Slack channels and half-baked Discord groups.

You’ll hear:
Why most startup communities flop,
How to design community experiences that actually build trust and engagement,
Why webinars suck (and how to fix them),
The difference between a community and a movement,
The underrated connection between community, marketing, and sales,
How AI is quietly changing the game in community management,
Examples of companies doing community right—from Linux Foundation to LEGO and even Harley-Davidson.

This is a must-listen on building communities that drive real business impact.

In this episode of Banter with Billy, Billy sits down with Chelsea Castle, Head of Content & Brand at Close, to unpack the real state of B2B content marketing—and where it’s heading so fast. From AI’s impact to the death of ebooks, this conversation tackles the messy middle most content teams are stuck in and how the best brands are standing out.

Topics include:
Why your content team still isn't getting the respect it deserves
Why founder-led content and personality-driven brand marketing are winning
The rise (and necessary fall) of templated content like surveys and whitepapers
Building human-to-human trust in a world filled with AI noise
The “shish kebab” approach to content variety (you’ll want to steal this one)

If you’re a content marketer tired of being asked for “just one more blog,” this is your reminder: creative, strategic content is your moat. And it's time the rest of the business caught up.

Give it a listen, then send it to the CEO who still won’t get in front of a camera.

Intent data. Love it or hate it, if you’re in B2B tech marketing, you can’t escape it.

In this episode of Banter with Billy, Billy sits down with Reuben Braham, GM of Israel at TechTarget, for a no-fluff, all-facts conversation about the murky world of intent data in B2B.

They discuss:

The real definition of intent data (cause it's not just someone downloading your ebook),

The difference between first-, second-, and third-party data (plus the grey areas),

Why most marketers are wasting time chasing net-new leads when they’re sitting on gold in their CRM,

And how AI might just reshape how we identify buying signals (yes, even from your tech stack preferences and budget).

Reuben also shares where marketers are still getting intent data wrong (like forgetting to align it with ICP or skipping nurture entirely), and how B2B marketers can stop throwing budget into the void.

Today, Billy chats with Eden Bidani, Head of Copy at Cape Agency, about why so many B2B ads just don’t convert—and what you can do about it. Together, they dig into the most common pitfalls in B2B ad campaigns, from generic creative and uninspired landing pages to the classic mistake of ignoring what your customers actually care about.

They cover:
Why most B2B ads feel like wallpaper and how to make yours stop the scroll
How listening in on Reddit, Slack, or Discord can unlock better messaging than your last customer interview
The critical role of voice of the customer data (even when you don’t have customers yet)
Why a clever headline and eye-catching image aren’t enough without context
The “seasonality” trick B2C marketers use—and how B2B can steal it
When AI is helpful for ad copy... and when it becomes a liability