Marketing in Progress – Détails, épisodes et analyse

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Marketing in Progress

Gayle Kalvert

Business & Entrepreneuriat

Enfants & Parentalité

Fréquence : 1 épisode/10j. Total Éps: 54

Marketing in Progress is a spinoff of Work in Progress that digs into what’s moving the needle in B2B. We feature marketing leaders, sales leaders, and agency owners sharing real stories, smart ideas, and no-filter perspectives—so you walk away with practical guidance to help you do your job better.

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Données mises à jour le 23/10/2026

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https://www.linkedin.com/in/gaylekalvert/
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https://www.linkedin.com/in/kristinallaben/
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https://www.linkedin.com/in/brianna-doe/
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How AI is reshaping B2B marketing — without losing the human side

mardi 20 octobre 2026 • Durée 29:29

AI is changing B2B marketing faster than many teams expected. But adopting more tools isn’t the same as building a smarter marketing organization.

In this episode of Marketing in Progress, Gayle Kalvert talks with Ray Wizbowski, Chief Marketing Officer at ECI Software Solutions, about how AI is reshaping go-to-market strategy, marketing teams, and the way businesses drive growth.

Ray shares why AI works best when it builds on industry expertise, solves a clearly defined problem, and has the right data behind it. He also explains why people and process need to come before technology—and why the ultimate goal of AI should be to give people more time for the work only humans can do.

In This Episode You'll Learn:

How AI and agentic processes are changing B2B go-to-market strategy.
Why industry knowledge makes AI more relevant and useful.
How to identify the problem before investing in an AI tool.
Why data quality and process are essential to getting better AI insights.
How to evaluate AI tools through real-world testing.
Why people and process should come before technology—and how AI can free teams to focus on human connection.

Highlights:

00:00 — How AI has moved beyond content creation to help identify market signals and reshape go-to-market strategy.

05:03 — How AI is changing the skills and mindset marketing leaders need on their teams.

08:34 — Why industry expertise is essential to training AI to understand customers, markets, and their language.

10:45 — Why teams should identify the problem they need to solve and assess their data before adding AI.

13:15 — How Ray evaluates AI tools through trials and tests rather than relying on vendor promises.

27:11 — How AI can reduce administrative work so people can focus on relationships, customer conversations, and closing business.

Resources Mentioned:

Guest: Ray Wizbowski, Chief Marketing Officer at ECI Software Solutions
LinkedIn: https://www.linkedin.com/in/raywizbowski/
Website: https://www.ecisolutions.com/people/ray-wizbowski/

Host: Gayle Kalvert
LinkedIn: https://www.linkedin.com/in/gaylekalvert/
Website: https://www.gaylekalvert.com/

Visit the Marketing in Progress Website:
https://www.creocollective.io/marketinginprogress-podcast

Explore every episode, discover practical marketing insights, and access resources designed to help B2B marketers drive real business impact.

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The Shortcut: AI can amplify your content—But it can't replace strategy

mardi 13 octobre 2026 • Durée 04:02

AI can create content faster. But faster doesn't always mean better.

In this episode of The Shortcut, Gayle Kalvert and Kristin Allaben unpack the difference between content strategy and content creation—and why getting the strategy right has to come first.

AI will amplify whatever you give it. If you hand it a strong idea? Great. But if you give it a bad one? It just gets worse faster.

In This Episode You'll Learn:

Why content strategy is bigger than simply creating content
How consistent messaging helps your audience recognize and remember your brand
Why AI still needs human judgment, strategy, and a writer's brain

Highlights:

00:41 — Kristin breaks down what content strategy really means and why every asset should ladder back to a consistent message.

01:29 — Why testing different messaging angles helps marketers understand what actually resonates.

01:53 — Kristin explains why AI can amplify great content—but you still need strategic thinking and a human editor.

Resources Mentioned:

Gayle’s LinkedIn: https://www.linkedin.com/in/gaylekalvert/

Gayle’s Website: www.gaylekalvert.com

Kristin’s LinkedIn: https://www.linkedin.com/in/kristinallaben/

Visit the Marketing in Progress Website:
https://www.creocollective.io/marketinginprogress-podcast

Explore every episode, discover practical marketing insights, and access resources designed to help B2B marketers drive real business impact.

How to Turn Bold Ideas into Real Results

mardi 6 octobre 2026 • Durée 25:47

What happens when a B2B marketing team decides to take a “bonkers” idea seriously?

In this episode of Marketing in Progress, Gayle Kalvert talks with Keelia Estrada Moeller, Marketing Content Specialist at Broadcom Software’s Mainframe Division, about the creative thinking behind Big Iron Bits—a mockumentary series that brought humor, relatability, and real industry challenges into B2B marketing.

Keelia shares how the team turned an unconventional idea into a full campaign, how they brought SMEs and leadership into the process, why the series was designed as an awareness and engagement play rather than a sales tool, and what the campaign’s results taught the team about creating B2B content people actually want to watch.

Because sometimes the idea that feels a little too bold is the one worth pursuing.

In This Episode You'll Learn:

Why pushing beyond the usual B2B content formula can help marketers find a meaningful differentiator
How Big Iron Bits used humor, relatable characters, and real technical topics to make the mainframe world more accessible
Why bringing SMEs and key stakeholders into the initial brainstorm can build trust and make the review process smoother
How approaching content as an awareness and engagement tool—not simply a sales or lead-generation tool—can create more room for creativity
How the Big Iron Bits campaign generated 94M impressions, 57M video views, and 2M clicks across seven channels
Why marketers should trust their expertise, communicate consistently, and have the confidence to speak up when they have a new idea

Highlights:

00:00 — No B2B idea is too bold

01:31 — How Big Iron Bits brought mainframe marketing to life

08:43 — Bring SMEs into the initial brainstorm

13:13 — Awareness and engagement over lead generation

16:23 — 94M impressions and 57M video views

21:15 — Lean into the crazy and find your differentiator

Focus, Systems & AI: How Marketers Can Grow Without Doing Everything

mardi 29 septembre 2026 • Durée 18:06

What drives growth when marketers are dealing with limited resources, more channels, and an overwhelming number of AI tools?

For Cahill Camden, the answer starts with focus.

In this episode of Marketing in Progress, Cahill shares lessons from his experience as a CMO in high-growth crypto and fintech companies and how those lessons still apply in today’s AI-driven marketing environment.

We talk about choosing one or two channels, systematizing repetitive work, making an impact with small teams, learning through communities, and using AI and automation without letting technology dictate the strategy.

Because sometimes the challenge isn’t figuring out what else to do.

It’s deciding what deserves your focus.

In This Episode You'll Learn:

Why focus should come before adding more channels, tactics, or tools
How to choose one or two channels and give them enough time to generate meaningful feedback
Why systematizing repetitive marketing work creates more room for strategic thinking
How small teams can use time, systems, automation, and AI to make a bigger impact
Why community and asking questions can help marketers learn faster
Why creating more AI-generated content isn’t necessarily the answer—and where AI, systems, and automation can actually help

Highlights:

04:50 — Focus before you systematize
05:42 — Go deep on one or two channels
09:44 — You have time or you have money
10:17 — Leverage systems, automation, and AI
12:42 — Learn through community
15:01 — The content problem in an AI-driven market

Resources Mentioned:

Guest: Cahill Camden
Founder & CEO, Digital Vision and Novacast.ai

LinkedIn: https://www.linkedin.com/in/cahillcamden/

Host: Gayle KalvertFounder & CEO, Creo Collective

Experiential Marketing: Good Vibes, Real ROI

mardi 22 septembre 2026 • Durée 29:32

Experiential marketing can create memorable moments, but how do you ensure those moments actually drive business results?

In this episode of Marketing in Progress, Gayle Kalvert talks with Sam Eitzen, CEO & Co-Founder of SnapBar, about what makes experiential marketing work, how to measure it, and why the best event experiences start with understanding your audience and your business goals.

From a veterinary conference activation that engaged roughly 9,000 of 12,000 attendees to the importance of connecting events to sales and longer-term campaigns, Sam shares practical lessons on creating experiences that people remember, and that marketers can actually measure.

In This Episode You'll Learn:

Why experiential marketing creates a different kind of engagement than traditional, passive marketing
How to measure experiential marketing through engagement, lead data, and brand reach
Why copying another brand’s successful activation can backfire
How knowing your audience and end goal can shape a more effective experience
How SnapBar generated roughly 9,000 engagements at a 12,000-person veterinary conference
Why events should be connected to sales, pipeline, and a longer-term campaign, not treated as one-off activities

Highlights:

00:00 — Why experiential marketing is more memorable
06:43 — Measuring the ROI of experiential marketing
10:11 — Don’t copy and paste another event’s idea
12:07 — The 9,000-person engagement example
19:05 — What actually gets buyers to stop?
22:11 — Turn your event into a campaign

Resources Mentioned:

Sam Eitzen
LinkedIn: https://www.linkedin.com/in/sam-eitzen/
Website: www.snapbar.com

Gayle Kalvert:
LinkedIn: https://www.linkedin.com/in/gaylekalvert/Website:

The Fix: Episode 2 - Stop Treating Events Like One-Offs

mardi 15 septembre 2026 • Durée 15:02

Your event is one day. Your campaign shouldn’t be.

In Episode 2 of Marketing in Progress: The Fix, Gayle Kalvert and Kristin Allaben unpack why marketers need to stop treating events as one-off moments and start treating them as campaigns.

From setting the right goals and aligning sales and marketing to planning content before, during, and after the event—and measuring what actually matters—this episode gives you one practical fix for getting more ROI from your event investment.

In This Episode You'll Learn:

Why events should be treated as 3–12 month campaigns, not one-day activities.
How to define the business objective and target accounts before the event.
Why sales and marketing alignment needs to happen before anyone gets to the show floor.
How to plan messaging and content before, during, and after the event.
Why post-event follow-up needs to be personalized and coordinated, not automated and forgotten.
How to measure pipeline influence, new relationships, opportunity acceleration, and other meaningful outcomes instead of relying on attendance or badge scans.

Highlights:

00:00 — The problem with treating events as one-offs
04:00 — Start with the business objective
07:22 — Plan the messaging before the event
09:59 — The event isn't over when everyone goes home
12:05 — Attribution helps defend the marketing investment
14:09 — Measure the job the event was meant to do

Resources Mentioned:

Gayle’s LinkedIn: https://www.linkedin.com/in/gaylekalvert/

Gayle’s Website: www.gaylekalvert.com

Kristin’s LinkedIn: https://www.linkedin.com/in/kristinallaben/

The Shortcut: Build your personal board of directors

mardi 8 septembre 2026 • Durée 05:18

Entrepreneurship can look glamorous online, but the reality comes with incredible highs, difficult valleys, and plenty of outside opinions. In this mini episode, Brianna Doe shares why having a clear “why” matters—and why the people and content you surround yourself with can shape how you navigate the journey. She introduces the idea of building a “personal board of directors”: a trusted group of people who will support you, challenge you, call you out, and help you grow. Because not every opinion deserves your attention. The key is knowing whose voices you should actually listen to.

In This Episode You'll Learn:

Why entrepreneurship is often glamorized online—and what it really takes to build something of your own
Why you need a clear “why” to keep moving through the highs and lows
How to become more intentional about the people and content influencing you
Why building a personal board of directors can help you grow, stay grounded, and make better decisions

Highlights:

01:11 — Brianna talks about the reality of entrepreneurship, from incredible highs to some of the lowest valleys, and why you need to know what you're building toward.

03:45 — Brianna explains her “does this person pay my bills?” test for deciding whose opinions deserve your attention.

04:03 — Brianna introduces the idea of a “personal board of directors”—trusted people who support you, challenge you, and help you grow.

Resources Mentioned:

Brianna Doe’s LinkedIn: https://www.linkedin.com/in/brianna-doe/

Gayle Kalvert’s LinkedIn: https://www.linkedin.com/in/gaylekalvert/

Gayle’s Website: www.gaylekalvert.com

Visit the Marketing in Progress Website: https://www.creocollective.io/marketinginprogress-podcast

The Fix: Episode 1 - How Do You Cut Through the Noise?

mardi 1 septembre 2026 • Durée 23:47

Pretty good isn't going to cut through in 2026.

In the first episode of The Fix, Gayle Kalvert and Kristin Allaben break down how B2B marketers can cut through the noise without overhauling their entire marketing strategy.

They cover what it takes to create content that gets attention, show up in AI-powered search, and build messaging that actually resonates with the humans behind the buyer.

The takeaway? You don't need to fix everything. You just need to fix the right thing.

In This Episode You'll Learn:

Why B2B marketers need to take more risks with their content
How to create content that connects with the human behind the buyer
Why your content now has two audiences: humans and AI agents
How AI search is changing the way buyers research companies
Why refreshing your existing content for AI can be more valuable than simply creating more
Why detailed, nuanced messaging is critical to cutting through the noise

Highlights:

01:10 — Take risks with your B2B content
03:30 — Market to the human, not just the persona
04:27 — More content isn't always the answer
05:38 — Your content now has two audiences: humans and AI
09:40 — Refresh the content you already have
12:29 — Messaging is your marketing North Star

Resources Mentioned:

Gayle’s LinkedIn: https://www.linkedin.com/in/gaylekalvert/

Gayle’s Website: www.gaylekalvert.com

Kristin’s LinkedIn: https://www.linkedin.com/in/kristinallaben/

Visit the Marketing in Progress Website:

The Shortcut: Why 15+ touches beat one perfect email

mercredi 26 août 2026 • Durée 02:18

Most sales outreach doesn't convert after one or two touches.

In this mini episode, Andre Lachlan shares why it can take 15+ touches before a prospect responds—and why persistence only works when you're actually building a relationship, not just sending more messages.

The goal isn't to chase. It's to stay relevant, helpful, and top of mind until the timing is right.

This is Marketing in Progress: The Shortcut—giving you one practical insight you can put to work today.

In This Episode You'll Learn:

Why it can take 15+ touches before a prospect responds
How to stay persistent without losing the human element
Why consistent outreach can build familiarity and establish you as a domain expert

Highlights:

00:51 — Andre explains why sales teams may need 15+ touches before getting a response—and how BDRs use longer sequences.

01:20 — Why automation can help, but personalization and relationship-building still matter.

01:41 — Gayle shares how consistent outreach can make someone familiar to you—even when you've never responded.

Resources Mentioned:

Andre’s LinkedIn: https://www.linkedin.com/in/andrelachlan/

Gayle’s LinkedIn: https://www.linkedin.com/in/gaylekalvert/
Gayle’s Website: gaylekalvert.com

Visit the Marketing in Progress Website: https://www.creocollective.io/marketinginprogress-podcast

Explore every episode, discover practical marketing insights, and access resources designed to help B2B marketers drive real business impact.

The Shortcut: Build your brand before you need it

mercredi 19 août 2026 • Durée 05:37

What gets someone hired as a CMO?

It's not just experience. It's not just results.

According to executive recruiter Kate Bullis, the marketing leaders who stand out have built a reputation beyond the companies they've worked for. They've developed a personal brand rooted in how they show up, how they lead, and how others describe working with them.

This is Marketing in Progress: The Shortcut—giving you one practical insight you can put to work today.

In This Episode You'll Learn:

Why your personal brand matters just as much as your resume
How to uncover the qualities that define your leadership brand
Why building relationships within the marketing community accelerates your career
The difference between your value proposition and your personal brand
A simple exercise to better understand how others perceive your leadership

Highlights:

01:28 — Why the best CMOs intentionally build their personal brand through community.

02:27 — The five-person exercise that reveals how others truly see your leadership.

03:55 — Why hearing your story through someone else's words can transform how you position yourself.

Resources Mentioned:

Kate Bullis LinkedIn: https://www.linkedin.com/in/katebullis/

Gayle's LinkedIn: https://www.linkedin.com/in/gaylekalvert/

Gayle's Website: www.gaylekalvert.com

Visit the Marketing in Progress Website: https://www.creocollective.io/marketinginprogress-podcast

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