Explore every episode of the podcast OnBase: Smashing Sales and Marketing Misalignments
| Title | Pub. Date | Duration | |
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| Ep. 589 | Leading through the AI shift: Why generative AI demands new thinking, not just new tools | 20 Mar 2026 | 00:35:54 | |
Generative AI is not just another tool, it’s a complete shift in how decisions are made and work gets done. In this episode of the OnBase podcast, Paul Gibson sits down with Jim Sterne, author and AI thought leader, to explore how organizations must rethink leadership, culture, and ROI in the age of generative AI. They discuss why AI moves us from deterministic systems to creative ones, why traditional ROI models fail, how leadership misalignment slows adoption, and what it really takes to embed AI into workflows without losing human judgment. If you’re navigating AI transformation in your organization, this episode will fundamentally change how you think about it. About the Guest Jim Sterne focuses his forty-five years in sales and marketing on using technology for marketing. He sold business computers to companies that had never owned one in the 1980s, consulted and keynoted about online marketing in the 1990s, founded a conference and a professional association around digital analytics in the 2000’s, and has lately been advising companies on the adoption of generative AI. He has written thirteen books on Internet advertising, marketing and customer service including the humorous Devil's Data Dictionary. His first book on AI was “Artificial Intelligence for Marketing: Practical Applications” (2017) and his latest is “The New Science of Customer Relationships: Delivering on the One-to-One Promise with AI” (2025).
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| Ep. 588 | Behavioral ABM: Detecting Buying Groups Before the RFP | 06 Mar 2026 | 00:32:38 | |
ABM isn’t a campaign. It’s a behavioral listening system. In this episode of the OnBase Podcast, Chris Moody sits down with Radoj Glisik, SVP of Digital Strategy & Design at Altudo, to explore how account-based marketing evolves when you combine behavioral psychology, customer experience design, and modern data infrastructure. They unpack evaluation patterns, buying group detection, why intent data alone fails, how to structure a marketing data lake, and why ungating content improves outcomes. You’ll also learn how GA4, DXPs, and personalization engines work together to create meaningful account-level engagement. If you’re serious about scaling ABM beyond campaigns and building a system that sales actually trusts, this conversation is essential. About the Guest Radoj Glisik is a battle-tested CX, branding, marketing, and content strategy executive. He has delivered significant results in market research, new market entry, digital product strategy, information architecture, advertising, operational and process design, customer experience, and user testing. Radoj specializes in advanced personalization using behavioural psychology and the JTBD framework. | |||
| Ep. 587 | Beyond monolithic martech: how composable B2B marketing unlocks real AI impact | 26 Feb 2026 | 00:30:54 | |
AI is everywhere in B2B marketing. But most teams are still working with disconnected tools and fragmented data. In this episode of the OnBase podcast, Chris Moody sits down with Dan Rosenberg, co-founder of Octane11, to explore why composable B2B marketing is the foundation for real AI-driven growth. They unpack the myth that ABM is dead, why monolithic marketing clouds fall short, and how connected account-level data allows AI to replace outdated attribution models. Dan shares practical insights on building modular stacks, orchestrating buying groups, scaling multi-channel campaigns, and letting AI interpret what is actually driving pipeline and revenue. If you want to move beyond dashboards and truly connect marketing to outcomes, this episode is for you. About the Guest Dan Rosenberg is a thought leader and frequent speaker on B2B data, marketing analytics, and the evolution of modern martech. He’s the Founder and CEO of Octane11, an AI-powered, multi-channel analytics platform built for agencies and enterprise B2B marketers. Previously, Dan served as Chief Strategy Officer and CMO at MediaMath and has held senior operating and investing roles across adtech, martech, private equity, and venture capital. He’s a graduate of Harvard College and Harvard Business School and lives in New York City. | |||
| Ep. 586 | Stop bolting on AI: Rebuild your go-to-market from the foundation up | 19 Feb 2026 | 00:34:56 | |
AI won’t fix your go-to-market if your operating system is broken. In this episode of the OnBase Podcast, Chris Moody sits down with Yas Dalkilic, head of AI at RAB2B, to explore why adding AI to legacy workflows rarely drives meaningful results. Instead of chasing tools, Yas rebuilt her agency’s foundation, redesigning people, process, platform, and proof to create a truly AI-fluent organization. They discuss why AI belongs in the handoffs, how to build a shared “common brain” across teams, how buying group intelligence changes with behavioral signals, and why human judgment matters more in an AI-driven world. If you’re ready to move from AI curiosity to AI transformation, this episode is your roadmap. About the Guest Yasemin Dalkilic is the Head of AI at RAB2B, where she helps the agency and its clients turn complex marketing challenges into practical, measurable systems. With a background in mathematics and programming, she cuts through AI hype to focus on clarity, execution, and what works now, prototyping, testing, and iterating until workflows drive faster decisions and real outcomes. Her guiding belief is that progress beats demos and process beats theater. Before her work in AI and technology, Yasemin was a world-record-holding freediver. Training to dive hundreds of feet in a single breath taught her how to stay calm under extreme pressure and approach the most complex problems with discipline and intent, a mindset she brings to leading AI transformation today. | |||
| Ep. 585 | The architect CMO: Why operations, not ideas, unlock great creative | 12 Feb 2026 | 00:35:04 | |
Great creative does not fail because of ideas. It fails because of operations. In this episode of the OnBase podcast, Chris Moody sits down with Michael Miller, founder and head of creative at Consigliere, to explore why modern CMOs must think like architects of complex marketing systems. They unpack the hidden operational bottlenecks that sabotage performance, why agencies often get blamed unfairly, and how outdated marketing models are slowing teams down. Michael also shares a pragmatic view on AI: use it to buy back time, streamline process, and visualize ideas, not to replace creativity. If you are leading marketing in a performance-driven environment and trying to protect brand and creative quality, this episode offers a blueprint for doing both. About Michael Miller Michael Miller has built an impressive track record over his 20+ year career, developing award winning creative and digital experiences for some of the world’s top companies including Delta Airlines, Jeep, Citi, Adobe, Southwest Airlines, Apple, Lucasfilm, AT&T, Nike and Etihad Airways. Prior to founding Consiglieri, Miller was the Vice President of Marketing at T-Mobile where he founded their internal agency & TMO studios, and led the modernization of the brand’s marketing, creative and digital operation. Miller also architected T-Mobile’s industry leading social organization. Miller was the SVP Executive Creative Director at Publicis | Razorfish for 12 years prior, leading global, digital transformation for some of the largest brands in the world. | |||
| Ep. 584 | How modern ABM works: from account selection to execution | 05 Feb 2026 | 00:36:03 | |
Modern ABM is not a channel or a quick win. In this episode of the OnBase podcast, Paul Gibson sits down with Katie Skene, Senior ABM Manager at Global Relay, to explore what modern account-based marketing really takes to succeed. They discuss why account selection is the foundation of ABM, how sales and marketing alignment drives long-term impact, where AI and intent signals can go wrong, and why curiosity is becoming the defining skill for ABM leaders. If you are trying to scale ABM, overcome internal resistance, or move from theory to execution, this episode offers practical insight from the front lines. About the Guest Katie Skene is a B2B marketing professional with 14 years of experience across agency and in-house roles. She began her career in marketing at a US medical devices company before spending a decade in agencies, where she built expertise across marketing automation, paid media, and multi-channel campaign execution, alongside commercial responsibility for pipeline and revenue. Specialising in B2B technology, Katie has worked with global brands including Adobe, HPE, Capgemini, and Fujitsu. Account-based marketing has been a consistent focus throughout her career, and her time at Agent3, now Pretzel, working within ABM centres of excellence cemented her passion for aligning marketing, technology, and sales to drive meaningful growth. | |||
| Ep. 583 | From SEO to GEO: Winning digital visibility in the AI-first era | 29 Jan 2026 | 00:28:49 | |
Search is changing faster than ever. In this episode of the OnBase podcast, Chris Moody sits down with Andreea Westenberg to explore how digital visibility is evolving in an AI-first world. They unpack why content still matters, how generative engine optimization is reshaping discovery, and why trust and conversations are becoming new drivers of B2B revenue. From zero-click search to schema markup and conversion-focused websites, this episode offers a practical roadmap for marketing leaders who want to stay visible, relevant, and trusted as AI transforms how buyers research and decide. About the Guest Andreea Westenberg is a data-driven B2B marketing leader with 14+ years of experience in demand generation, digital strategy, and growth across startups, scale-ups, and IPO-stage companies. With an MBA and a background in SEO, SEM, and performance marketing, she focuses on deploying AI tools and optimizing digital visibility for generative search and large language models in the AI-first era. | |||
| Ep. 582 | AI SDRs are here: How CMOs are putting AI agents on the front lines of pipeline | 22 Jan 2026 | 00:29:04 | |
AI agents are no longer experimental. In this episode of the OnBase podcast, Chris Moody sits down with Maura Rivera, CMO at Qualified, to explore the rise of AI SDRs and what it takes to put AI agents into real production. They discuss why inbound SDR roles are perfectly suited for automation, how the crawl, walk, run, fly framework reduces risk, the importance of brand trust and agent coaching, and why CMOs are finally regaining control of pipeline. If you are navigating AI adoption, inbound pressure, or shifting buyer behavior, this episode offers a practical blueprint for agent-led go-to-market success. About Maura Rivera Maura serves as the Chief Marketing Officer at Qualified, the agentic marketing platform leading hundreds of customers into a new era of marketing with Piper the AI SDR agent. Prior to Qualified, Maura spent time leading marketing teams at GetFeedback, Campaign Monitor, and Salesforce. She lives in the Bay Area with her family. | |||
| Ep. 581 | The single-buyer myth: why B2B deals are really won by buying groups and AI | 15 Jan 2026 | 00:40:10 | |
Single-buyer strategies are no longer enough. About Graham Reed Graham Reed is the director of business creation at Ice Blue Sky, a specialist strategy-led, account-based marketing and demand generation agency focused on the technology sector. With a background that began in print marketing, Graham transitioned into B2B later in his career and quickly developed a deep passion for the discipline, particularly account-based marketing and buying group strategies. Over the past five years at Ice Blue Sky, he has worked closely with technology and channel-focused organisations to design highly targeted, data-driven marketing programs that drive early-stage sales engagement. Graham’s work is centred on understanding how modern buying groups operate and how relevance, strategy, and emerging technologies like AI can be combined to influence complex B2B buying decisions. | |||
| Ep. 580 | Modern ABM strategies: outcomes, AI, and buying groups | 18 Dec 2025 | 00:50:00 | |
Traditional ABM frameworks are no longer enough. In this episode of the OnBase podcast, Paul Gibson sits down with Declan Mulkeen, CMO at Strategic ABM, to explore how modern ABM strategies are evolving toward outcomes, relevance, and long-term customer value. They discuss why customers do not buy “ABM models,” how buying groups should really be approached, the role of AI in accelerating insight without losing trust, and why lifetime value is becoming the most important metric for B2B growth. If you are rethinking your ABM approach or struggling to prove impact beyond marketing metrics, this conversation will change how you look at account-based marketing. About the Guest Declan heads up Marketing at strategicabm. After some 20 years working as a CMO in the Professional Services, SaaS and EdTech sectors, Declan is now Agency-side building the strategicabm brand and running the Agency’s successful ABM program. Declan is also the host of the leading ABM podcast, Let's talk ABM. | |||
| Ep. 579 | Scaling without soul crushing: how teach-back, AI coaching and culture drive real sales performance | 16 Dec 2025 | 00:55:16 | |
Sales teams have more training, more tools, and more AI than ever — yet execution in the field continues to break down. In this episode of the OnBase podcast, Barry Flaherty and David Thomson explain why traditional sales training fails and how teach-back sales training and AI coaching help teams build real capability without burning out sales reps. Drawing on decades of experience across enterprise sales, scale-ups, and behavioural science, they explore why information alone never creates transformation, how onboarding and ramp time can be fixed, and why AI should act as a coach, not a cop. If you lead sales, enablement, or go-to-market teams, this episode delivers practical insight you can apply immediately. What you'll learn:
About Barry Flaherty About David Thomson Founder and CEO of Suada, David is dedicated to helping organisations unlock the full potential of their people through cutting-edge digital learning solutions. With over 25 years of experience in sales, technology, and business transformation, he lead Suada’s global mission to revolutionise online learning by incorporating the science of retention and persuasion. | |||
| Ep. 578 | Inside Roku’s programmatic playbook: daily rigor, culture fit and the future of CTV | 11 Dec 2025 | 00:34:29 | |
Roku’s John Rogers reveals how daily rigor, culture fit and a new programmatic playbook are shaping the future of CTV advertising. 🎙️ Episode summary In this episode, John Rogers, director of global programmatic partnerships at Roku, takes us inside the systems and leadership principles driving Roku’s programmatic growth. We explore why the old sales playbook no longer works, how Roku balances programmatic and direct sales, and why ambiguity is becoming a competitive advantage in ad tech. 🔑 What you’ll learn
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| Ep. 577 | How humanizing B2B and brand resonance drive GTM success | 09 Dec 2025 | 00:34:18 | |
In this episode of the OnBase podcast, host Paul Gibson sits down with Kate Mackie to unpack why humanizing B2B marketing is no longer optional—and how brand resonance directly impacts modern go-to-market success. Kate shares her journey from agency to EY, revealing why the traditional separation between brand and demand no longer works in today’s complex, elongated B2B buying cycles. She explains why trust is a brand’s most valuable currency, how buying groups have doubled in size, and why marketers must deliver consistent yet human experiences across every GTM motion. From aligning sales and marketing, to building creative consistency without losing personalization, to proving brand impact on revenue, this episode is a masterclass in modern enterprise marketing. Kate also explores the disruptions defining today’s market, how AI will accelerate personalization, and why human differentiation will matter more as buyers increasingly use AI as part of their research process.
Brand builds broad awareness and trust; demand converts that trust into action. Separating them weakens both.
Enterprise decisions now involve 15 people, meaning brands must influence far more stakeholders, many of whom never speak to sales.
Emotional relevance and clear purpose help companies stay top-of-mind through long, nonlinear buying cycles.
Rigid, one-size-fits-all branding prevents teams from tailoring messages to different roles, needs, and motivations.
Disconnected campaigns and target lists create massive audience wastage and inconsistent buyer experiences.
Building brand trust with existing clients is cheaper, faster, and often more impactful than new-customer acquisition.
Brand salience requires tracking awareness, consideration, social listening, and pre/post lift, not just revenue metrics.
AI can tailor creativity at scale, but only when backed by strong segmentation, a clear brand truth, and human oversight.
As customers rely on AI for research, human experience, emotion, and trust become the true competitive advantage.
To secure buy-in, brand value must be tied directly to commercial outcomes, not marketing jargon.
“Brand and demand are one and the same. It’s just the difference between talking to a mass audience or a targeted one.” “When buyers use AI as part of their research, the human experience becomes the biggest differentiator.” Resource Recommendations
Shout-Outs
About the Guest Kate Mackie is a Partner (EYGP LLP) and the Global Marketing Lead at the global EY organization. She is a transformational global leader who drives innovative marketing strategies and helps the business embed lasting change. Her passion lies in transforming the narrative around B2B marketing and driving a humanized approach to growth. She is the author of 'B2B Marketing Fundamentals: Drive Impact Across Brand, Reputation, Relationships, and Revenue'. | |||
| Ep. 576 | How continuous brand building powers ABX success | 04 Dec 2025 | 00:46:18 | |
In this episode of OnBase, host Paul Gibson sits down with Soumyajit Dey for a deep dive into why continuous brand building outperforms one-off campaigns every time, and how ABX becomes truly powerful only when rooted in purpose, consistency, and relevance. Soumyajit shares his journey from early days in experimental digital marketing to leading global campaigns at ThoughtWorks, where he merges brand strategy with buying-group intelligence to drive sustained account growth. He explains why brand versus demand is the wrong debate, why ABX should be an experience, not a tactic, and how companies can orchestrate connected outreach that resonates emotionally and commercially. From the importance of purpose-led storytelling, to measuring brand influence, to navigating AI and evolving buyer behavior, this episode is a masterclass in modern B2B marketing that actually works. Key Takeaways
Soumyajit argues that ABX succeeds when it amplifies a strong brand narrative. Disconnected efforts create drop-off; integrated storytelling builds trust that sustains long-term growth.
Effective ABX expands reach inside accounts, engages the full buying group, and nurtures trust over time. It’s a long-term motion, not a magic wand for instant deals.
Integrating engagement scoring, intent, and outreach into a unified ecosystem creates the intelligence needed for relevance and personalization at scale. At ThoughtWorks, this has driven an 18–23% increase in reach.
Buyers, especially millennials and Gen Z, make decisions based on values like transparency, ethics, and inclusion. Purpose creates memorability and long-term loyalty.
When a brand shows up consistently through content, social proof, thought leadership, and human storytelling, ABX campaigns land on receptive audiences, not cold inboxes.
Agentic AI, buying-group-level insights, and responsible use of automation will redefine how teams run always-on ABX and brand plays. Quotes “Brand creates receptivity. ABX activates relevance. Together, they expand your circle of influence.” Resource recommendations Podcasts: Books:
About the Guest Soumyajit Dey is a digital first marketing and communications leader with 20 plus years of experience at the intersection of marketing, technology and communication. Currently, he serves as the Global Head of Digital Campaign Delivery and AI for marketing Lead at Thoughtworks. He has worked with multiple global tech organizations in various capacity and is equally at home with campaign delivery, execution and executive strategy. Soumyajit is passionate about building future ready functions and teams that blend in creativity, automation and measurable performance. | |||
| Ep. 575 | How to build authentic B2B influence with ABX, thought leadership, and AI | 02 Dec 2025 | 00:35:38 | |
In this episode of OnBase, host Paul Gibson sits down with Joel Harrison for a wide-ranging and deeply insightful conversation about one of the most pressing issues in modern B2B: trust. Together, they unpack how trust is eroding across society, why it has become the backbone of successful ABX programs, and how marketers can differentiate in an era flooded with AI-generated “average content.” Joel shares his personal journey from magazine editor to industry leader, and why he believes trust, not just technology, is the true engine behind influence, brand affinity, and long-term customer relationships. The conversation explores how AI is challenging credibility, how strategic thought leadership can reclaim it, and why authenticity must be built intentionally rather than assumed. Whether you’re a marketer, seller, or B2B leader navigating the new era of AI-driven engagement, this episode provides a powerful framework for building trust at scale, without losing the human touch.
Trust isn’t a soft metric, it’s the oxygen of B2B relationships. Without it, brands will struggle to generate engagement, earn consideration, or influence buyers who are increasingly overwhelmed and time-poor.
AI has made it easier than ever to produce content, but most of it lacks authenticity, depth, and accuracy. Joel argues that this creates an opportunity: brands that invest in high-quality thought leadership will stand out faster than ever.
According to Joel, true thought leadership:
When executed well, these programs deliver 52% better ROI than traditional marketing.
Customer recommendations, peer validation, and community influence play a foundational role in trust, but most companies underinvest in structured advocacy programs. Joel highlights emerging “TrustTech” tools that are beginning to change this.
AI is powerful for efficiency, research, and content acceleration, but hallucinations and inaccuracies can damage credibility. Human oversight is non-negotiable, both at the beginning and the end of the workflow.
Signals alone aren’t enough. Buyers won’t engage with sales if they've never heard of you or don’t trust your brand. Trust-building must begin long before intent signals surface, and it must extend through the entire customer lifecycle, not just new logo acquisition.
“Thought leadership isn’t a blog post. It’s a strategic, data-driven idea deployed across the entire customer journey.” Resource Recommendations
About the Guest As editor-in-chief of B2B Marketing and one of its founders, Joel plays a strategic role in the company, focusing on the development of all B2B Marketing’s content, products and services – including events, training, reports and the magazine. He’s also an ambassador and evangelist for B2B more generally, and a regular speaker at conferences and at in-house marketing team meetings. | |||
| Ep. 574 | Customer-led growth, AI, and high-impact plays every B2B team should use | 21 Nov 2025 | 00:27:48 | |
In this episode of OnBase, host Chris Moody sits down with Corrina Owens to explore the evolution of account-based marketing, the misconceptions that still persist, and why most companies miss their biggest growth opportunity: their existing customers. Corrina details her non-traditional path into marketing, the value of being a generalist, and how ABM shifted from a set of disconnected tactics to a true go-to-market operating model. She breaks down the critical role of ICP development, the importance of analyzing first-party data, and why sales alignment is still the strongest predictor of ABM success. The conversation also dives into customer expansion strategies, the rise of AI as a democratizer of data, and the ABM plays every B2B organization should be running. Corrina shares practical examples, thoughtful commentary on relationship-building skills in the age of automation, and the mindset sellers and marketers need to stand out in modern B2B. Key Takeaways
Most teams still define ABM as direct mail or targeted ads, but sustainable ABM success requires cross-functional alignment, sales process maturity, and clarity on the ICP.
Instead of wish-list accounts or executive bias, the strongest ICP definitions come from analyzing a full fiscal year of closed-won and closed-lost data to uncover patterns.
On average, companies land only about 30% of a customer’s total ARR potential on initial purchase. Yet most marketing and ABM efforts stop immediately post-sale. Customer ABM should be a core motion.
What once required multiple tools and data science resources can now be achieved with ChatGPT and well-structured prompts. AI helps teams iterate faster, brainstorm creatively, and pressure-test messaging.
Sellers struggle with relationship-building across channels, especially in a digital-first world. The ability to communicate authentically, not from templates, is becoming a critical skill.
Podcast invitations, industry award nominations, and sponsoring internal team events create memorable, non-transactional experiences that earn trust. Quotes “The best ABM plays are pure give tactics. You’re not asking for anything back.” Tech recommendations
Resource recommendations
Shout-outs
About the Guest Corrina Owens is the go-to GTM mind behind some of the most effective ABM plays in B2B SaaS. She’s led award-winning programs at Gong and now works fractionally, advising and implementing pipeline-driving strategies at companies like Orum, TripleLift, Navattic, and UserGems. | |||
| Ep. 573 | Why enterprise ABM falls short and how to fix it | 19 Nov 2025 | 00:48:39 | |
In this episode of OnBase, Paul Gibson talks with Tejal Patel about why ABM often falls short in large enterprises and how companies can fix it. Tejal shares how her B2C background shaped her customer-centric approach and explains the key issues she sees inside big tech—misalignment, data quality gaps, siloed teams, and overreliance on ABM as a standalone strategy. She contrasts this with the agility of smaller organizations and outlines practical ways to improve targeting, use intent data, strengthen sales–marketing alignment, and unify brand and demand. This conversation offers clear, actionable advice for anyone trying to make ABM work at scale. Key Takeaways
Tejal argues that ABM only works when paired with brand, awareness, nurture, and customer-centric messaging. Without broader demand creation, ABM becomes narrow and ineffective.
Large enterprises struggle with global vs. regional disconnects, mismatched KPIs, and long internal approval cycles, slowing execution and creating misfire between strategy and action. Smaller companies excel because they have fewer layers, faster decision-making, and shared prioritization.
Messy CRM data, fragmented systems, mismatched account naming, and inconsistent scoring models undermine targeting, personalization, and sales handoff. Clean data and agreed lead quality criteria must come first.
Great ABM prioritizes first-party data, then layers on external intent. Messaging should be mapped to where accounts are in their journey, not just industry segmentation. Audience clusters can be built based on behaviors, not just firmographics.
Brand builds trust with the 90% who aren’t yet buying; demand captures the 10% who are. Both motions must reinforce each other with consistent messaging across all touchpoints, internal and external.
Tejal shares examples where hundreds of micro-campaigns were consolidated into fewer, audience-grouped programs, leading to clearer measurement, stronger engagement, and faster pipeline.
AI can accelerate content, sales enablement, and buying-group messaging, but only when built on a foundation of strategy, quality data, and customer-centric principles. Otherwise, AI simply amplifies the noise. Quotes “Smaller companies succeed because they’re aligned, agile, and closer to the spirit of ABM.” Tech recommendations Resource recommendations
Shout-outs
About the Guest Tejal Patel has 25+ years experience in marketing transformation, strategic planning, organisational design & change management. She has held senior leadership roles at Cisco, Microsoft & Nokia. She specializes in creating practical yet ambitious strategies that deliver tangible success. She is skilled at building and retaining high-performing teams. Known as a turnaround expert, Tejal combines strategic vision with hands-on execution and inspires a culture of collaboration and empowerment. | |||
| Ep. 572 | How to scale high-quality B2B campaigns with AI | 13 Nov 2025 | 00:25:27 | |
In this episode of OnBase, host Chris Moody sits down with Chelsea Wells to discuss how AI is reshaping the future of demand generation, campaign creation, and attribution. Chelsea shares practical insights from her role at MasterControl, how clean, accessible data powers scalable, high-quality campaigns and how marketers can balance automation with creativity to stand out in a crowded digital landscape. From solving data challenges to embracing multi-touch attribution, Chelsea explains how she’s redefining what effective ABM looks like today. She also shares a behind-the-scenes look at a successful one-to-few ABM campaign that leveraged both digital and physical tactics, achieving rapid funnel movement and opportunity creation. Whether you’re navigating the complexities of AI adoption or rethinking your attribution models, this episode offers an actionable roadmap for marketers aiming to stay ahead of the curve. Key Takeaways
Quotes “Every channel has a purpose. Measure them by their role in the funnel, not by a single model.” Tech recommendations
Resource recommendations Shout-outs
About the Guest With 8 years of demand generation experience in the tech SaaS space, Chelsea Wells is a seasoned B2B marketer with a proven track record of driving pipeline growth in complex industries including cybersecurity and life sciences manufacturing. She currently serves as a Senior ABM Program Manager and Demand Generation Team Lead at MasterControl, where she leads the strategy and execution of high-impact, omni-channel campaigns. Chelsea specializes in campaign orchestration, account-based marketing, and full-funnel demand strategies, leveraging data and insights to optimize performance across every stage of the buyer journey. Her approach is grounded in experimentation and agility, continuously testing and iterating to keep ahead of the rapidly evolving marketing landscape. She is passionate about aligning sales and marketing, delivering customized experiences at scale, and using data to uncover what truly moves prospects from awareness to closed-won. Chelsea holds a BBA from the University of Texas at Austin, a certificate in Global Management, and an MBA from Southern Methodist University (SMU). She brings a global, cross-functional lens to marketing strategy and thrives in fast-paced environments that demand strategic thinking and executional excellence. | |||
| Ep. 571 | Marketing leadership in the age of AI: Building smarter teams and measurable growth | 06 Nov 2025 | 00:29:19 | |
In this episode of OnBase, host Chris Moody sits down with Jasmeet Sawhney to explore what it means to lead marketing in an AI-driven world. Jasmeet shares his unconventional journey from engineer to marketing executive, emphasizing how technical fluency and creativity are now inseparable in leadership roles. They dive deep into the evolving responsibilities of marketing leaders, how AI is reshaping strategy, execution, and team structures, and why the biggest risk is failing to evolve. From scaling personalization to rethinking attribution and ROI, Jasmeet offers a candid and forward-looking perspective on how leaders can guide their teams through this transformation. This episode is a must-listen for marketing, sales, and business leaders navigating the AI revolution and seeking actionable insights for long-term success. Key Takeaways
Quotes “This is the biggest opportunity of our generation. If we don’t leverage AI, that’s what’s really at stake.” Tech Recommendations
Resource Recommendations Book:
Podcast:
Shout-Outs
About the Guest Jasmeet is a marketer with deep roots in technology, data analytics, and AI. He is currently Global Head of Marketing at Axtria. Earlier, Jasmeet was CEO of YibLab, which was one of the fastest growing marketing technology and solutions providers, ranked Top 50 among the fastest growing companies in NJ. Jasmeet has 20+ years of experience building and scaling marketing operations for both small and large companies. He is an investor, advisor, and mentor to multiple firms, and has received several company and individual awards - Inc. 500, Deloitte 500, Crain’s Fast 50, SmartCEO Future 50, Red Herring, NJBiz Business of the Year, Top CMO, and Forty Under 40, among others. | |||
| Ep. 570 | Data-driven precision targeting: Workday’s winning ABM formula | 04 Nov 2025 | 00:26:43 | |
In this episode of the OnBase Podcast, host Chris Moody sits down with Craig Abramson of Workday to discuss how data quality, timing, and automation shape the future of account-based marketing (ABM) and experience (ABX). Craig’s story, starting as a content writer, evolving through startup marketing, and now running enterprise-level ABX programs at Workday, offers a rare view into how strategy scales with data maturity. From early experiments targeting QuickBooks users to Workday’s global predictive engagement models, Craig breaks down how precision targeting drives faster deals, cleaner funnels, and measurable growth. Key Takeaways
“The right message at the wrong time is just as bad as the wrong message altogether.” Tech Recommendations
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Podcast:
Matthew Miller - Sr Principal, Global ABX. Workday. About the Guest Craig Abramson is a strategic and results-driven marketing leader with extensive experience driving growth for B2B software companies. He has proven expertise in developing and executing full-funnel marketing strategies that dramatically increase brand awareness, accelerate lead generation and drive pipeline, consistently exceeding KPIs. A master of implementing bootstrap marketing techniques to achieve outstanding results regardless of budget, he is skilled in Go-to-Market planning, AI optimization, SEO/SEM, Marketo automation, content strategy, and analyst relations, with a history of leading companies from startup to successful acquisition. Craig most recently was brought on to lead marketing at Zimit, a services configure price quote SaaS solution. Zimit was acquired by Workday in 2022. Craig continues to work at Workday on the Account Based Experience team, running global programs to drive pipeline from the top 15% of accounts that are most likely in the market for Workday’s solutions. | |||
| Ep. 569 | Jon Miller on how AI is breaking and rebuilding B2B go-to-market | 31 Oct 2025 | 00:35:20 | |
In this OnBase episode, host Chris Moody reconnects with marketing visionary Jon Miller for a deep dive into the evolution of B2B marketing and the transformative role of artificial intelligence in shaping the future of go-to-market strategy. Jon shares his remarkable journey, from studying physics to co-founding Marketo and Engagio, joining Demandbase, and now launching his next venture at the cutting edge of AI. He reflects on the lessons learned from past technology revolutions, drawing parallels between the early internet era and today’s AI boom. Listeners gain an inside look at how AI is fundamentally changing both software innovation and buyer behavior, why marketers must shift from quantity to quality-driven personalization, and what it takes to build organizations that thrive in an AI-first world. This episode is packed with insights for anyone navigating marketing’s AI transformation, from creative storytellers to data-driven tacticians. Key Takeaways
Quotes “Don’t use AI like a faster typewriter. Use it as a new form of intelligence that helps you think better.” Tech recommendations
Resource recommendations Books
Newsletter
Shout-outs
About the Guest Jon Miller is a marketing technology pioneer and serial founder. He co-founded Marketo, Engagio, and later served as CMO of Demandbase, helping redefine how B2B companies go to market. Now building his next AI-focused startup, Jon also advises tech companies on strategy and growth. A frequent keynote speaker and author of The Definitive Guides to ABM and Marketing Automation, he’s been recognized as one of the world’s top B2B marketers. | |||
| Ep. 568 | Driving 80% more deals: Hexagon’s ABM transformation with Demandbase | 28 Oct 2025 | 00:30:47 | |
In this OnBase Podcast episode, host Chris Moody sits down with Brynna Self to unpack how Hexagon SIG moved from “running ads to accounts” to a true account-based GTM—and what changed when they adopted Demandbase as their shared sales–marketing system of record. Brynna details the journey from agency days to client-side leadership, why data discipline beats “order-taking,” and how a North America pilot became the blueprint for global rollout. They cover what actually fixes sales–marketing silos (hint: shared facts beat opinions), why clean CRM + intent + journey data created pull from sales, and how one-to-one onboarding for reps, weekly pipeline rituals, and regional frameworks turned ABM from theory into closed-won outcomes Key takeaways
Quotes “We need each other. Sales and marketing can’t be order-takers; we’re partners driving growth.” Tech Recommendations Resource Recommendations Newsletter:
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About the Guest Brynna Self is a seasoned growth and marketing executive with 20 years of experience driving global digital strategy, demand generation, and account-based marketing. As Director of Global Digital Marketing at Hexagon’s Safety, Infrastructure & Geospatial division, she leads initiatives that align marketing, sales and customer success to create stronger go-to-market execution. Recognized for advancing ABM adoption, AI-powered analytics, and data-driven decision-making, she has delivered measurable growth across the software, manufacturing and e-commerce sectors. Brynna holds an MBA in Marketing from the University of Maryland. | |||
| Ep. 567 | Content with a pulse: Building brand trust through storytelling | 24 Oct 2025 | 00:29:42 | |
In this episode of OnBase, host Paul Gibson sits down with Callum Brodie to explore the evolution of content marketing in B2B and why every brand today needs “content with a pulse.” Drawing on his unique background in journalism, Callum explains how storytelling, empathy, and a genuine understanding of the audience’s “why” can help brands build trust and long-term relationships. The conversation dives into the shift from promotional messaging to value-driven narratives, the importance of human stories in corporate content, and how to sustain momentum in audience-first marketing. Callum also discusses how AI is reshaping creative industries and how to balance automation with human creativity. Listeners will gain practical insights into building brand trust, uncovering authentic stories, and fostering a “drumbeat” approach to content that resonates with customers across every stage of the funnel. Key Takeaways
Quotes “An effective piece of content marketing should leave the audience more informed and engaged. They may not be ready to buy, but you’ve taken that first step toward trust.” Resource Recommendations Blog:
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About the Guest Callum Brodie is a seasoned multimedia business journalist with extensive experience in the insurance industry. Currently serving as Associate Director of Marketing at Firstsource since April 2023, Callum has held various prominent roles including Senior Account Director and Deputy Team Lead at Formative Content from May 2017 to April 2023. Previous positions include Senior News Reporter at MoneySavingExpert.com and multiple editorial roles at Incisive Media, where responsibilities ranged from News Editor to Senior Features Writer. Callum's journalism career began at the Grimsby Telegraph and Slough Observer. Callum holds a BA in History from Bangor University, completed in 2007. | |||
| Ep. 566 | Zero-click SEO: How AI is disrupting the B2B buyer’s journey | 23 Oct 2025 | 00:36:10 | |
In this episode of The OnBase Podcast, host Chris Moody dives deep with Vincent DeCastro to unpack one of the most dramatic shifts in marketing history: the rise of zero-click search and AI-driven buyer journeys. They explore how generative AI tools like ChatGPT, Perplexity, and Claude are transforming how buyers discover and evaluate solutions, often without ever visiting a brand’s website. Vincent shares how this new reality is disrupting search, reshaping ABM, and forcing marketers to collapse silos between brand, demand, and content functions to stay relevant. From the death of traditional SEO to the new rules of visibility in the age of AI, this episode offers a masterclass on how marketers must evolve to survive and thrive in a post-click world. Key Takeaways
Generative AI is now giving users answers directly in the results — before they ever reach your site. That means impressions go up while clicks go down, creating a new paradox that marketers must understand and address.
Your website is no longer just for prospects. It’s for LLMs to read, parse, and summarize. Structuring your content for AI consumption is the new SEO.
Brand, content, demand gen, and ABM can’t operate independently anymore. AI interprets your business holistically — your teams must do the same.
Technical readiness is step one. Run audits to ensure your site can be crawled by AI tools, update evergreen content regularly, and monitor how your brand is being summarized by these new “AI engines.”
Generative platforms like ChatGPT will soon monetize results the way Google did with ads — but based on personalized prompts, not keywords. Brands must adapt early. Quotes Zero-click search isn’t killing Google — it’s redefining it. Tech recommendations
About the Guest Vincent DeCastro is the Founder and CEO of ABM Agency, a B2B marketing leader that’s been reshaping account-based marketing since 2009. With over a decade of experience at the intersection of search, ABM, and AI, Vincent helps enterprise organizations navigate the massive changes in digital behavior driven by zero-click search and generative AI. His agency has been at the forefront of understanding how AI and large language models (LLMs) are redefining visibility, authority, and buyer intent in the modern B2B landscape. | |||
| Ep. 565 | How AI is collapsing traditional GTM funnels and reshaping product marketing | 17 Oct 2025 | 00:29:58 | |
In this episode of OnBase, host Chris Moody sits down with Madhup Mishra to explore how AI is collapsing traditional go-to-market funnels and reshaping product marketing as we know it. From redefining buyer journeys to measuring real engagement, Madhup offers a candid, strategic look at what it takes to win in an AI-driven world. He shares his philosophy of “clarity through confusion,” explains how product marketing has evolved from storytelling to enablement, and offers insights into building trust and advocacy with increasingly skeptical, data-driven buyers. Listeners will come away with a modern blueprint for product launches, buyer enablement, and authentic community building, all while balancing automation with the human touch. Key Takeaways
Quotes “Advocacy isn’t optional anymore. If your community isn’t talking about you, AI search engines will recommend your competitors instead.” Tech recommendations
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Madhup leads Product Marketing for SmartBear, creating product and solutions messaging, positioning, and sales enablement, and launching new products. He deeply understands SmartBear’s core developer and development team audience and can strategically communicate the impact of its products throughout the software development lifecycle. With over two decades of technology experience in companies like Hitachi Vantara, Volt Active Data, HPE SimpliVity, Dell, and Dell-EMC, Madhup has held a variety of roles in product management, sales engineering, and product marketing. Madhup lives in Central Massachusetts with his lovely wife, their son, and their dog. In his free time, he loves to travel, bike, and run. | |||
| Ep. 564 | Client-led GTM: How CMOs can drive sustainable, aligned growth | 14 Oct 2025 | 00:46:14 | |
In this episode, host Paul Gibson talks with Meta Karagianni about the critical shift toward a client-led go-to-market strategy. Meta shares powerful insights from her recent study of over 100 global CMOs, revealing their top priorities and challenges for 2025. This discussion is a masterclass for any leader looking to move beyond siloed functions and build a truly unified, client-centric organization. Meta provides a clear, actionable framework for success. The conversation covers everything from defining your North Star to developing the right skills within your team. You will learn why optimizing for audiences is more important than optimizing for channels and how to prove marketing's value as a driver of profitable growth, not just a cost center. This is your playbook for building a GTM strategy that wins. Key takeaways
Quotes "We are moving away from that mindset that existed a few years back, growth at all costs. No, that's no longer growth at all costs. It is growth that is sustainable, that is profitable." Resource recommendations Books:
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About the Guest Meta Karagianni is the Chief Consulting and Growth Officer at MomentumABM. With a rich background that includes pivotal roles at Gartner and SiriusDecisions, Meta is a leading authority on building and executing powerful go-to-market strategies. She specializes in driving cross-functional alignment and helping organizations place the client at the absolute center of their growth engine. Her work is dedicated to helping CMOs and their teams navigate change and achieve sustainable, profitable growth. | |||
| Ep. 563 | How AI is rewriting marketing, data, and the human side of sales | 10 Oct 2025 | 00:56:11 | |
This episode of the OnBase Podcast dives headfirst into the seismic shifts transforming the marketing landscape. Host Paul Gibson sits down with Fiona Shepherd to discuss the "change imperative", the urgent need for marketing leaders to reinvent their strategies, structures, and mindsets for 2026 and beyond. This isn't just another conversation about AI; it's a strategic look at how generative AI, shifting buyer behaviors, and new organizational models demand a complete overhaul of the go-to-market playbook. Fiona makes a powerful case for bravery, collaboration, and a renewed focus on revenue. She explains why the traditional funnel is broken, why sales and marketing must finally achieve true alignment, and how to retrain your entire organization to thrive in this new world. This episode is your guide to navigating the chaos and leading your team with confidence. Key takeaways
Stop thinking of marketing as a cost. It is the lifeblood of the organization, driving revenue, reputation, and growth. Invest in it, especially in turbulent times.
The buyer journey is no longer linear. With over 60% of searches satisfied by generative AI, you have to find new ways to be present in the 80% of the buying process that happens outside your direct influence.
The current level of change is a true inflection point. Businesses that are brave enough to embrace it and adopt new technologies like agentic AI are already pulling ahead. Those who wait will be left behind.
The biggest imperative is to take your people on the journey. From the C-suite to the front lines, everyone needs to be retrained and made comfortable with AI to be the human control layer that ensures trust and fairness.
AI and new buyer behaviors make a unified GTM motion mandatory. Organizations must restructure to ensure sales and marketing work as one cohesive team, armed with the same insights and goals. Quotes "We are not a cost center. Marketing is a profit center. It drives revenue, reputation, and brand. It is the very center and core of how a business operates." Resource recommendations Podcast: TV shows: Shout-outs
About the Guest As Head of Agency Services Europe, Marketbridge, Fiona is embracing the opportunity to establish Marketbridge in this critical Region. She leads an incredible Leadership team focused on organic expansion, acquisitions, innovation, strategic partnerships, and operational excellence. A proven leader in expanding global markets with 25+ years of experience, Fiona excels at building high-performing teams, deepening executive client relationships, and evolving service portfolios to meet changing enterprise needs. Fiona plays a pivotal role in securing material growth across the region, forging partnerships that deliver lasting impact. | |||
| Ep. 562 | AI in B2B advertising: Craig Miller (AWS) on what’s next for marketers | 03 Oct 2025 | 00:46:59 | |
Demandbase CEO Gabe Rogol hosts a critical conversation with Craig Miller of AWS to tackle the seismic shifts reshaping the advertising landscape. They dive into how generative AI and LLMs are fundamentally disrupting digital advertising, from the very definition of context to the future of SEO and SEM. The discussion moves beyond the hype to identify the AI use cases that are delivering real outcomes for marketers right now. This episode is essential for any go-to-market leader navigating this transformation. You'll gain a clear understanding of the blockers holding teams back and the data strategies required to win. Craig provides a visionary yet practical roadmap for embracing the future, ensuring your organization not only survives but thrives in the new era of AI-driven advertising. Key Takeaways
Despite rapid technological change, the fundamental goals of marketing—acquiring, retaining, and upselling customers—remain constant. AI is a powerful new tool to achieve these goals more efficiently.
Your data strategy is the most critical ingredient for success. Winning in the AI era depends on your ability to unify and activate high-quality first-party and third-party data.
AI is creating a new advertising channel. Marketers must learn to influence AI agents at the "point of reasoning" to ensure their products and services are discovered.
Don't wait for the future to take shape. The winners of tomorrow are building their organizational knowledge and operational muscle today by starting with achievable, high-value use cases.
Overcoming internal data and organizational blockers is complex. Working with integrated platform partners like Demandbase and AWS accelerates time-to-market and removes the undifferentiated heavy lifting. Quotes "Data is absolutely the critical ingredient. It's kind of a garbage in, garbage out problem." Tech Recommendations
Craig Miller is the Global Industry and Solutions Lead for Advertising and Marketing at AWS. With decades of experience at the forefront of digital advertising, from building the first third-party ad server to driving innovation at AppNexus and Xandr, Craig brings a powerful perspective on the convergence of data, AI, and marketing technology. His work at AWS places him at the center of how the world's most innovative companies are preparing for the next chapter of advertising. | |||
| Ep. 561 | The review playbook: Boosting B2B revenue and trust | 25 Sep 2025 | 00:39:52 | |
In this episode of OnBase, host Paul Gibson sits down with Michelle Wrede to explore how businesses can transform customer reviews into powerful drivers of revenue and trust. Michelle shares her unique career path, why psychology plays such an important role in marketing, and how reviews are often undervalued in B2B. From building credibility to improving internal processes, Michelle outlines practical strategies for embedding reviews into sales and marketing funnels. She emphasizes the importance of timing, emotional vs. functional insights, and how reviews can help reduce internal resistance while creating measurable outcomes in areas like conversion optimization, SEO, and customer retention. The conversation also covers the future of AI in review management, the growing importance of transparency, and why testing and iteration are key for success.
Quotes “From psychology we know reviews work. The key is testing how and where they have the best impact for your business.”
About the Guest As Head of Marketing for Benelux and Sweden at Trustpilot, Michelle works across a wide range of topics within the marketing and e-commerce space. In her current role, she focuses on consumer feedback, broader marketing trends, and the use of social proof and reviews across both B2C and B2B companies. Her background in psychology also gives her valuable insight into cross-border marketing, behavioral psychology, and nudging. | |||
| Ep. 560 | Why ABM should be the core of every B2B go-to-market strategy | 18 Sep 2025 | 00:47:32 | |
This episode of the OnBase Podcast delivers a masterclass in building modern go-to-market strategies with ABM at their heart. Host Paul Gibson talks with Robert Norum about why a focused, account-based approach is no longer optional for B2B organizations—it's essential. Robert breaks down the journey from traditional, volume-based marketing to a sophisticated, tiered ABM model that aligns the entire organization. The conversation uncovers the most common challenges businesses face when adopting ABM, from securing leadership buy-in to managing expectations and moving beyond outdated MQL metrics. Robert provides a clear roadmap for success, emphasizing that ABM is not just a marketing tactic but a company-wide directive that unites sales, marketing, and customer success into a single, powerful growth engine. Listen to the full episode to gain the confidence and clarity needed to make ABM your primary GTM strategy. Key Takeaways
For enterprise organizations, ABM should be the central GTM strategy, not just another marketing program.
An account-based approach forces you to concentrate your budget, resources, and people on the accounts that truly matter..
Success depends on creating a "SWAT team" across sales, marketing, and customer success, all working toward shared account goals.
Treating ABM as a short-term pilot is a recipe for failure; it requires long-term investment and commitment from the top down.
Move beyond MQLs and vanity metrics. Focus on moving the dial within target accounts, expanding your footprint, and creating real pipeline opportunities.. Quotes "ABM is the glue that has the potential to really connect organizations and break down silos across different teams" Best Moments (04:37) – The Evolution of ABM: Robert discusses how ABM grew from a one-to-one approach for large enterprises to a scalable, multi-tiered strategy. (09:05) – The Case for Focus: Why concentrating on high-value accounts is the most critical decision a B2B business can make today. (20:12) – The Biggest ABM Challenge: The most common mistake companies make is diving in without defining what ABM means for their organization and getting leadership buy-in. (24:17) – The End of Silos: How an account-based approach fosters an equal partnership between sales and marketing. (30:50) – Winning Over Leadership: Strategies for building a compelling business case for ABM and getting the C-suite excited. (42:40) – The Role of AI: How AI will accelerate ABM, but human intelligence remains essential to brief, interpret, and quality-check the output. Resource Recommendations Books: Shout-Outs
About the Guest Robert Norum is a B2B Marketer with over 30 years experience. He has worked in magazine publishing, IT distribution, marketing agencies and for the last 20 years as an independent marketing consultant. During this time he has worked on brand, demandgen, channel, ecommerce and sales enablement. For the last 10 years he had specialised in ABM working with a number of leading agencies and directly for wide cross-section of global brands. Since 2017, he has delivered the ABM Essentials training course for B2B Marketing training over 750 marketing professionals in the process. Robert has also been the ABM and Demand Strategy Expert on Propolis since its launch. | |||
| Ep. 559 | How CloudPay transformed B2B growth with ABX | 16 Sep 2025 | 00:47:32 | |
This episode of the OnBase Podcast features a compelling discussion with Nick Webb on the power of a modern go-to-market strategy. Host Paul Gibson and Nick explore the challenges of navigating organizational change and the critical shift from high-volume, low-quality lead generation to a targeted ABM/ABX approach. Nick shares the story of how CloudPay transformed its pipeline by moving from "net fishing" to "spear fishing," a move that quadrupled its sales pipeline. The conversation reveals why sales and marketing alignment is non-negotiable and how data-driven decisions provide the confidence needed to make bold changes. Nick details the hurdles, the mindset shifts, and the specific KPIs that were essential to driving this monumental transformation. This episode is a masterclass for any B2B leader looking to build a scalable and effective growth engine. Key Takeaways
Generating thousands of leads is meaningless if it doesn't translate to pipeline. Focusing on an agreed-upon ICP is the foundation of a successful GTM strategy.
Shifting marketing's core KPI from lead volume to dollar-value pipeline ensures both sales and marketing are working toward the same goal.
Use data to prove the need for change and validate new strategies. Data-backed insights overcome resistance and build trust across teams
The old model of marketing throwing leads over the fence is broken. A modern GTM requires genuine collaboration where sales and marketing are fully integrated.
Calling leads "signals" reframes the follow-up process, shifting focus from pursuing an individual to understanding account-level interest. Quotes "Gone are the days where marketing people could get away with not knowing their numbers. We have to carry a number just like sales people do." Best Moments (07:22) – The Damascene Moment Nick details the realization that generating 3x more leads was actually causing the sales pipeline to fall. (09:38) – From Net Fishing to Spear Fishing The core analogy that drove CloudPay's strategic shift to a targeted ABM/ABX model. (14:25) – The New Playbook How CloudPay revolutionized its operations by changing KPIs, moving BDRs into marketing, and renaming leads to "signals." (20:00) – Overcoming Resistance Nick outlines the three groups of people in any change scenario and how to build momentum with advocates and data. (33:27) – Stopping the Attribution Wars The decision to stop attributing leads to specific departments and why it immediately ended internal friction. Shout-Outs
About the Guest Nick Webb has more than 25 years of Marketing experience in world-class technology and fintech organisations, including Vodafone, Microsoft and WorldFirst. Now, as Chief Marketing Officer of CloudPay, Nick leads the Marketing team to build market awareness and drive business growth through the creation of a pipeline of leads and prospects for the Sales teams. | |||
| Ep. 558 | Scaling new verticals: GTM best practices for B2B sales leaders | 09 Sep 2025 | 00:46:15 | |
In this episode of OnBase, host Paul Gibson sits down with Carolina Bräuninger from doinstruct to explore the intricacies of building a winning go-to-market (GTM) strategy. Drawing from her journey in B2B software sales and her leadership in the construction vertical, Carolina shares lessons on industry-focused pods, balancing short-term execution with long-term growth, and how to truly understand customer pain points when scaling into new markets. The conversation covers practical strategies for entering verticals, aligning sales and marketing, and leveraging AI as a productivity booster — while avoiding blind reliance on it. Carolina also sheds light on the unique challenges and opportunities in the construction industry, the value of industry expert interviews, and the importance of authenticity in sales conversations. Key Takeaways
Quotes “Marketing and sales aren’t silos. They’re service providers for each other.” Best Moments (00:50) – Carolina shares her journey from SDR to construction pod lead. (06:40) – The role of vertical-focused pods in shaping GTM. (11:30) – Unique challenges in the construction industry and the importance of authenticity. (17:40) – Mini milestones and industry expert interviews as success markers. (26:00) – Rethinking sales and marketing alignment as mutual service. (44:50) – The role of AI in GTM strategies and the need for human oversight. Resource Recommendations Podcasts
About the Guest Carolina Bräuninger is a Senior Enterprise Account Executive at doinstruct, where she helps B2B customers across industries achieve their business goals. With nearly seven years of sales experience, she has built a track record of consistently exceeding targets and driving results. Carolina has also developed strong expertise in sales processes and social media communication, drawing on projects such as her podcast Girl in Sales. Beyond her role, she is passionate about mentoring sales newcomers, sharing knowledge, and empowering the next generation of professionals to succeed. | |||
| Ep. 557 | How to harness AI decisioning without losing trust or control | 04 Sep 2025 | 00:37:53 | |
In this episode of OnBase, host Chris Moody is joined by Jonathan Moran from SAS for a deep dive into decisioning in the AI era. Jonathan explains the evolving relationship between enterprise decisioning (rule-based frameworks with governance) and AI-driven adaptive decisioning, and why businesses must strike the right balance to deliver innovation without sacrificing trust or accountability. The conversation explores how organizations can integrate AI decisioning into their customer experience strategies, overcome silos across departments, and build governance frameworks that ensure ethical, explainable, and scalable AI. Jonathan also shares practical examples of modular architectures, insights from SAS research on AI readiness, and his perspective on the future of B2B marketing. This episode is a must-listen for leaders looking to responsibly embrace AI while maintaining brand integrity, compliance, and customer trust.
Quotes “AI decisioning delivers speed, but without governance, it can lead to bias, compliance breaches, and brand damage.” (02:50) – Jonathan defines enterprise vs. AI decisioning and why balance matters. (09:30) – How AI decisioning elevates customer experience while enterprise rules ensure consistency. (13:30) – Overcoming silos: the role of people, process, and technology. (20:30) – SAS research on governance gaps and the 10 elements of a robust AI framework. (28:00) – Use cases for composable modular architectures delivering ROI and efficiency. (35:30) – The biggest challenge in B2B marketing today: measuring ROI and attribution. Tech Recommendations:
Podcasts
About the Guest Jonathan Moran is responsible for global marketing activities for SAS’s marketing solutions. He has over 20 years of marketing technology and customer analytics industry experience. Prior to SAS, Jonathan worked at both Earnix and the Teradata Corporation in pre-sales, consulting, and marketing roles. Over the past 25 years, Jonathan has not only architected, developed, demonstrated, and implemented analytical marketing software solutions, but he has also had the unique opportunity to work on-site with Fortune 500 customers across industries, helping them solve complex business challenges. He graduated from North Carolina State University with an undergraduate double major in Marketing and Spanish Languages and Literatures, and also holds an MBA from NC State with a concentration in Technology Commercialization. | |||
| Ep. 556 | AI and ABM: How to Build Smarter Target Account Strategies | 02 Sep 2025 | 00:31:13 | |
Host Chris Moody sits down with Jillian Lellis to explore how AI is revolutionizing account-based marketing and the critical importance of sales-marketing alignment in modern B2B strategies. The conversation dives deep into the practical challenges of building effective target account lists, the role of AI in account prioritization, and why data quality remains the foundation of successful marketing operations. Jillian shares real-world examples of how her team at Algolia successfully transitioned from SQL-focused metrics to ABX qualified accounts, emphasizing the change management and collaborative processes required for success. The discussion also tackles the balance between leveraging AI for efficiency while maintaining the human creativity and strategic thinking that drives competitive advantage. Listen to discover actionable insights on building unified account strategies and practical approaches to AI implementation in B2B marketing. Key Takeaways
Success requires early sales involvement and approval before going live with any target account strategy.
AI improves account scoring and prioritization but requires human oversight and verification to avoid costly mistakes.
You cannot automate or AI-optimize broken processes - solid data quality and operational foundations are essential.
Begin with specific use cases rather than trying to automate everything at once.
Regular check-ins and clear communication remain critical, even as AI handles more routine tasks. Quotes "Trust, but verify. AI can be wrong, and you can't just blindly trust it." Best Moments (02:31) – Data Analytics Evolution Jillian's unique journey from heavy equipment to FinTech to marketing operations (05:49) – Target Account List Strategy The difference between ICP and TAL, and why sales alignment is non-negotiable (12:12) – AI in Action How predictive models and journey stages are transforming account prioritization (18:57) – AI Gone Wrong Real examples of when AI provides incorrect data and the importance of verification (25:11) – Sales-Marketing Collaboration A manager's creative AI pilot project for contact prioritization (29:33) – The Future of ABM How AI is changing account scoring beyond traditional data models Tech Recommendations:
Resource Recommendations Podcasts
Shout-Outs
About the Guest Jillian Lellis is a Data-driven GTM operator with 15+ years of experience spanning marketing ops, analytics, and data science. Jillian started her career building predictive models and experimenting with customer segmentation—and now she builds scalable systems that align GTM strategy, pipeline health, and operational excellence. Currently making AI-powered search smarter at Algolia. Website: www.algolia.com | |||
| Ep. 555 | Driving growth with smarter AI and stronger CX strategies | 28 Aug 2025 | 00:34:23 | |
In this episode of OnBase, host Chris Moody sits down with Phil Hernandez and Tina Katic-Michalos to explore how organizations can rethink their go-to-market strategies in the era of AI. They discuss the misconceptions surrounding AI adoption, the critical role of clean data, and how to maintain human connection while embracing automation. Phil and Tina share real-world insights from leading transformations across industries—covering everything from AI-native sales teams to alignment across marketing, sales, and customer success. They also highlight the importance of building customer journeys, experimenting with AI tools, and setting KPIs that truly drive impact. Whether you’re navigating sales enablement, operational alignment, or the chaos of AI-driven change, this episode offers actionable steps to stay ahead. Key Takeaways
Quotes “If you haven’t built out your customer journey, you don’t know where AI fits. Start there, then enhance.” – Phil Hernandez “This is the perfect time to rethink GTM strategies—AI is still new, and the room for trial and error is huge.” – Tina Katic-Michalos Best Moments (02:26) – Why leaders must rethink go-to-market strategies now. (05:08) – Tina breaks down misconceptions: clean data and humans-in-the-loop. (09:20) – Phil explains balancing AI adoption with authentic human connection. (11:40) – Tina outlines how shared KPIs and customer journeys unite sales and marketing. (15:36) – Real-world example: AI-driven lead scoring boosts conversion by 30%. (19:12) – Phil on getting teams “AI-native” and overcoming resistance. (22:22) – Actionable steps: demos, data hygiene, experimentation. (26:29) – Phil’s advice: focus on KPIs that truly matter, cut the noise. Resource recommendations Books
Podcasts Shout-Outs
About the Guests Tina Katic-Michalos Tina Katic-Michalos is Sr. Director of Demand Generation at TaskUs, where she drives measurable growth by transforming complex revenue operations into streamlined, scalable systems. With more than a decade in B2B marketing, she has deep expertise in pipeline management and process optimization, consistently delivering outcomes that accelerate revenue performance. Phil Hernandez Phil Hernandez is Vice President of Sales Services at TaskUs, bringing nearly 20 years of experience in shaping go-to-market strategy, designing organizational structures, and leading revenue growth. His background spans P&L ownership, forecasting, customer operations, and M&A integration, with a proven track record of building scalable organizations and driving long-term growth. | |||
| Ep. 554 | Beyond Speed & Price: Redefining Broadband Marketing with Scott Neuman | 22 Aug 2025 | 00:38:38 | |
In this episode of OnBase, host Chris Moody talks with Scott Neuman, VP of Marketing at Calix, about how broadband providers can move beyond competing on price and speed to deliver personalized, value-driven experiences. Scott shares lessons from his career in advertising, IBM, and Calix, highlighting how data, AI, and “campaigns in a box” empower even small teams to succeed. From proactive customer touchpoints to unconventional ideas like “grandparent gamer” packages, this episode offers practical strategies for redefining marketing in broadband and beyond.
“Stop selling gig speeds and price tags. Start selling peace of mind, security, and better lives.”
(00:24) – Scott shares his three career chapters: advertising, 18 years at IBM, and his current role at Calix. (02:41) – Why broadband providers must move beyond selling speed and price, and instead market experiences like parental controls and security. (07:51) – Proactive customer engagement and how Calix uses quality-of-experience (QoE) scores to build positive touchpoints. (10:51) – Extending connectivity beyond the home: outdoor Wi-Fi, community broadband, and differentiating from “fast and cheap” competitors. (20:56) – How Calix’s “campaigns in a box” and customer success teams empower even the smallest providers to market like pros. (23:55) – The rise of unconventional packages, including “grandparent gamer” bundles and work-from-home segmentation. (28:01) – Unlocking employee advocacy and building social “armies” to amplify the brand authentically Tech recommendations
Resource recommendations Podcasts
Scott Neuman is a seasoned marketing professional with over 30 years of experience, specializing in the intersection of technology and marketing strategy. Currently serving as the Corporate Vice President of Marketing at Calix, he has a proven track record of driving double-digit growth through innovative marketing strategies. Scott's expertise spans various domains including B2B marketing, demand generation, and integrated marketing communications, making him a catalyst for organizational transformation. He holds an MBA from Cornell and a Certificate in Disruptive Strategy from Harvard Business School Online. Beyond his professional achievements, Scott is also a dedicated family man, residing in Norwich, Vermont with his wife and three children. His passion for storytelling and customer-centric marketing helps brands connect meaningfully with their audiences, ensuring their challenges are met with effective solutions. Scott's leadership experience and strategic insights have positioned him as a thought leader in the marketing field. | |||
| Ep. 553 | Future-proofing brands in the age of AI | 14 Aug 2025 | 00:26:08 | |
In this episode of OnBase, host Chris Moody talks with Myla Pilao about how brands can remain relevant and resilient in the age of AI. Myla shares her unconventional path into the ICT and cybersecurity industry, and why translating technical narratives into relatable, actionable stories is key to influencing behavior. The conversation explores AI’s role in shifting from transactional to relationship-driven customer experiences, the importance of high-quality data, and strategies for hyper-personalization without crossing privacy boundaries. Myla explains how her team balances automation with creativity, integrates AI responsibly, and aligns global teams around AI-driven processes.
“Garbage in, garbage out still holds true. The quality of your data will make or break your AI outcomes.”
About the Guest Myla V. Pilao is a seasoned cybersecurity marketing leader with extensive experience at the intersection of technology, marketing, and public relations. As Director of Technology Marketing at Trend Micro, she drives thought leadership initiatives that translate complex security concepts into actionable insights for audiences from C-suite executives to everyday tech users. With a career spanning leadership roles in technical support, customer relationship management, and marketing, Myla has built a strong record of guiding teams through the evolving digital landscape with a focus on trust, privacy, and innovation. Prior to Trend Micro, she held customer engagement and support roles in the gaming technology and telecommunications industries. She holds a Master’s Degree from National University and a Bachelor’s Degree from the University of Santo Tomas. | |||
| Ep. 552 | When Algorithms Meet Alignment: B2B’s Future, Decoded | 05 Aug 2025 | 00:40:27 | |
Episode Summary This episode of the OnBase Podcast dives into AI’s critical role in transforming go-to-market (GTM) strategies, brand building, and buyer engagement in the B2B landscape. Host Paul Gibson speaks with Rob Gold about how AI serves as a strategy accelerator, not just a buzzword, and explores the behaviors modern B2B marketers need to adopt to remain competitive. Rob also shares insights into Dentsu's groundbreaking AI-powered transformations and outlines the trends that will redefine B2B marketing by 2030. Key topics include the increasing importance of brand trust, AI-driven personalization, and actionable first steps for companies ready to expand their AI maturity while keeping human creativity at the core. Key Takeaways
AI is an accelerator for strategies, enabling organizations to reduce decision-making times and optimize buyer journeys.
A strong brand built on trust and aligned values is essential to establish credibility with buyers.
Simplifying complex purchase processes can shrink sales cycles and improve buyer satisfaction.
Leveraging predictive AI enhances both targeting precision and real-time responsiveness.
Key shifts such as machine-to-machine commerce and marketplace dominance will demand innovative solutions. Quotes “AI is not the strategy. It is the accelerator of your strategy.” Best Moments 01:10 – Rob’s Journey & Vision: How his career shaped his leadership principles at Dentsu B2B. 03:07 – Key Modern B2B Behaviors: Brand trust, experiences, and the agility to stay relevant. 15:44 – The Role of AI in Marketing: Using AI to enhance predictive modeling and shorter sales cycles. 21:38 – Real-World Application of AI: The transformational success of AI-driven quote engine “Lily.” 33:43 – 2023 to 2030 Trends: What’s coming next in B2B, from autonomous commerce to ethical marketing. Shout-Outs
About the Guest Rob Gold is the Global President of Dentsu B2B, leading a network of over 1,000 B2B specialists worldwide. With more than two decades of experience, Rob's career spans global brands like BMW and Zenith, as well as spearheading innovations in B2B marketing at Merkle and Dentsu. His visionary approach blends data, technology, and creativity to drive success for some of the world’s most ambitious companies. Website: www.dentsu.com | |||
| Ep. 551 | How to lead a customer-centric GTM transformation | 21 Jul 2025 | 00:30:24 | |
Episode Summary In this episode of OnBase, host Chris Moody welcomes Preet Sibia to discuss the evolution of go-to-market strategies from a transactional, product-first approach to a deeply customer-centric model. Preet shares candid insights from his decades of experience in semiconductors and reveals the operational, cultural, and structural shifts required to make customer orientation a reality. From building clear sales processes and empowering account managers to mastering alignment across teams and driving change management, Preet offers a detailed blueprint for organizations ready to elevate their customer relationships. He also emphasizes how investing in the right talent and metrics creates sustained impact across retention and growth. Key Takeaways
Sticking to a product-oriented model may yield short-term success, but long-term growth demands a strategic shift to understanding and solving customer pain points. Customer-centricity transforms vendors into co-investors in client success.
Multiple siloed product teams can overwhelm customers. Empowering a single account owner (the “quarterback”) to guide the engagement improves clarity, builds trust, and deepens relationships.
Successful transformations require a standardized sales process, clear role definitions, and well-trained application engineers and marketers who focus on customer needs, not just product features.
By understanding strategic roadmaps and elevating customer conversations beyond transactional buying, businesses can position themselves as indispensable partners, boosting long-term retention.
Communicate relentlessly. Involve key leaders in shaping the change. Focus energy on those committed to the new vision, rather than spending time converting detractors.
Beyond product sales, leading indicators include customer satisfaction surveys, direct feedback, and clarity in account ownership. Internal and external alignment is key. Quotes “We used to walk into customer meetings with 20 product reps. Now we walk in with a few strategic voices focused on solving the customer’s problem.” “Change doesn’t work unless you pour your energy into those who want to drive it. That’s how momentum builds.” Best Moments (01:00) – Preet’s early journey in semiconductors and his unexpected start on a tech support hotline. (03:45) – Why customer-centric go-to-market isn’t optional for future growth. (07:00) – How customer relationships shift when you focus on strategic problems over transactions. (10:00) – Operational changes that empower sales teams and streamline customer interaction. (16:00) – Managing change: from selecting champions to navigating resistance. (21:15) – Metrics that reflect progress in customer-centric strategy.
Jack Gifford, Founder of Maxim – Preet’s early mentor and a lasting influence on his leadership philosophy. About the Guest Preet has over 25 years of global experience leading teams covering product marketing, applications engineering, sales, and distribution management. In his current role Preet leads Sales, Marketing, and Applications Engineering for Infineon’s Consumer, Computing, and Communication business in the Americas region. | |||
| Ep. 550 | How Intercom fixed bad Salesforce data and revived outbound prospecting | 17 Jul 2025 | 00:35:02 | |
Episode Summary Alexander DeMoulin joins the OnBase Podcast to share his candid and inspiring journey from a failed salesperson to a respected RevOps leader. In this episode, he offers a behind-the-scenes look at how trust is built between sales and marketing teams—and why “bad data” is often the first and biggest barrier to collaboration. From his apartment (formerly his basement), Alexander details how he used scrappy problem-solving and tools like Clay and Clearbit to rebuild trust with sales by cleaning up data, operationalizing lists, and turning feedback into action. His story is not just about tools and processes, but about earning buy-in and enabling cross-functional teams to take confident action. Key Takeaways
Quotes “There’s never perfect data in Salesforce. What matters is if your team can trust it enough to act.” Best Moments (01:11) From Fired Salesperson to Ops Leader (06:11) Where Outbound Lists Fail (11:44) The Turning Point (14:06) Peanut Butter and Clay (21:03) The 6-Column Salesforce Truth Test (26:19) From Bad Data to Collaborative Gold Tech Recommendations
Resource Recommendations Newsletter:
About the Guest Alexander DeMoulin is the Director of Go-To-Market Operations at Intercom. With a career that started in university fundraising and took a winding journey through failed sales roles and marketing operations, Alexander brings a grounded, hands-on perspective to operational strategy. He’s led transformative work in sales and marketing alignment and is especially known for operationalizing outbound programs through innovative use of enrichment tools like Clay and Clearbit. | |||
| Ep. 549 | Chris Savage on Building Authentic B2B Brands in the Age of AI | 15 Jul 2025 | 00:35:34 | |
Episode Summary Chris Savage joins the OnBase Podcast to share actionable insights on leveraging AI for brand building while staying true to authenticity. From his early days as a filmmaker to leading Wistia, Chris provides an engaging look into the evolution of brand strategies, the importance of creativity, and how leaders can guide their teams through this AI-driven transformation. This episode explores everything from the risks of AI overhype to the timeless need for human connections in marketing. Whether you're a marketer, a leader, or AI-curious, this conversation will leave you equipped to build a stronger brand. Key Takeaways
Shipping quickly and iterating often fosters original connections, driving stronger, standout brand strategies.
AI is increasing competition by lowering entry barriers; strong, authentic brands will be key differentiators in the long term.
Consumers value honest, transparent engagement. AI tools are helpful, but real human interaction will always carry unmatched trust.
Leaders should immerse themselves in front-line experiences to better understand and guide AI's integration into their brand strategy.
AI doesn’t replace humans; it amplifies their ability to ideate, streamline processes, and drive focus on high-value tasks. Quotes “Authenticity will never go out of style. Consumers crave real interactions over AI-polished facades.” Best Moments [00:48] The Story Behind Wistia Chris shares the origin of Wistia and how YouTube inspired his vision to create a better platform for businesses. [06:04] Why Brand Is King Chris explains how a strong brand is non-negotiable to survive in a competitive, AI-driven world where differentiation is key. [08:53] Secrets of Team Creativity Structured risks, frequent attempts, and clear constraints help teams become more creative. [19:43] The Power of AI-Driven Prototyping Leaders, like Chris, are now using AI to create product prototypes, drastically shortening decision-making timelines. [26:19] Guidance for AI Integration Chris dives into the dangers of over-promising AI capabilities and offers strategies for incorporating innovation while managing customer expectations. Tech Recommendations Superhuman Email – Described as “luxury email,” Superhuman excels with AI-supported workflows like auto-replies and enhanced filtering, helping users streamline interactions. Wistia – Wistia’s video platform empowers authentic video production and management, a critical tool for building resilient brands. Resource Recommendations Books:
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Shout-Outs
About the Guest Chris Savage is the CEO and co-founder of Wistia, a platform dedicated to helping businesses leverage video for effective brand building. With a background in film and over a decade at the forefront of B2B technology and marketing, Chris is a visionary leader reimagining how brands can amplify their impact in a rapidly evolving world. Website: www.wistia.com | |||
| Ep. 548 | Future-Proof Your Marketing: How AI Agents Are Changing the Game | 11 Jul 2025 | 00:35:48 | |
Episode Summary In this episode of OnBase, host Chris Moody sits down with Mark Boothe to explore how AI agents are reshaping the future of marketing. Mark brings candid insights from his tenure at Domo, diving into the transformative potential of agentic workflows, the necessity of AI readiness, and how marketers can navigate both disruption and opportunity. Mark shares practical advice on leveraging agents as "tireless teammates" for joyless, repetitive tasks, enhancing competitive intelligence, scaling content creation, and making smarter, faster decisions across go-to-market functions. He also reflects on challenges CMOs face today—from attribution complexity to shifting SEO dynamics—and explains why waiting to adopt AI is the riskiest move of all. This conversation is a must-listen for B2B marketers, CMOs, and business leaders looking to scale with purpose and intelligence in the age of autonomous agents. Key Takeaways
Quotes “AI agents should make you way smarter, faster, and more adaptable—if you're aligned with the right goals.” Resource recommendations
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B2B Leaders to follow
About the Guest Mark brings over 15 years of diverse marketing experience and is passionate about driving Domo’s business growth through marketing initiatives. His mission is to empower all Domo customers and prospects with the insights and tools they need to make better business decisions and achieve their goals. In his previous role as VP of Community, Partner, and Field Marketing, Mark and his teams established new and strengthened existing programs to address customer pain points and create a greater sense of community. They also executed campaigns, programs and events that showcase the value of the Domo platform. Before joining Domo, Mark spent more than 10 years working in customer relations and marketing at Adobe and worked at Instructure as its senior director of customer marketing. He received his MBA from Utah State University and a bachelor’s degree from Brigham Young University. Outside of work, Mark enjoys spending time with his family and traveling. | |||
| Ep. 547 | ABM without the buzzwords: A real-world GTM playbook | 08 Jul 2025 | 00:22:21 | |
Episode Summary In this episode of OnBase, host Chris Moody talks with Angela (Bruns) Herlihy about crafting and scaling an account-based strategy that aligns teams and delivers results. From her early days in gymnastics to leading marketing ops in a public company, Angela shares a compelling story of grit and growth. She walks through the operational realities of building ABM frameworks in resource-constrained environments, redefines what ABM really means across sales and marketing, and explains how to make strategic decisions with imperfect data. Angela’s hands-on experience and pragmatic mindset offer a roadmap for anyone navigating the messy middle of ABM adoption. If you’re looking to operationalize strategy, influence pipeline, and align GTM teams—this episode delivers both inspiration and actionable advice. Key Takeaways
Quotes “ABM doesn’t just require operational alignment—it forces it.” Best moments
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About the guest Angela (Bruns) Herlihy is a seasoned B2B marketing leader with a rare blend of technical expertise and strategic insight. Currently at DoubleVerify, Angela has built and scaled a full-stack marketing operations function covering everything from campaign management and analytics to website strategy and ABM. Her career spans roles in market research, database marketing, and marketing operations at companies including Gartner Digital Markets and LaserSpine Institute. Angela’s work has influenced demand gen, reviewer acquisition, and full-funnel ABM strategy. She’s known for her ability to scale marketing functions from scratch, align cross-functional teams, and drive operational efficiency with measurable impact. Angela brings a unique mix of grit, precision, and vision to her work—skills rooted in her background as a competitive gymnast. | |||
| Ep. 546 | How to scale personalized ABM with AI for enterprise success | 01 Jul 2025 | 00:32:09 | |
Episode Summary In this episode of OnBase, host Chris Moody talks with Vincent DeCastro about the intersection of AI and ABM, revealing how advanced tools are improving the scalability of one-to-one and one-to-few account-based strategies. From real-world success stories to actionable insights, Vincent dives deep into the challenges of hyper-personalization and how business teams can leverage AI to streamline efforts while enhancing relationships. Key Takeaways
AI bridges the gap between manual efforts and scalable success, allowing marketers to hyper-personalize their outreach with greater efficiency.
AI-powered tools like Humantic AI and Manus help marketers deliver deeply personalized messaging, from emails to team cards.
Vincent emphasizes the importance of relationships over vanity metrics in ABM strategies.
AI tools remove biases in selecting target accounts and deliver data-backed choices for better ABM campaigns.
Through AI-based automation, Vincent’s team reduced team card customization efforts from three weeks to two days, enabling global ABM scalability. Quotes “AI isn’t just eliminating inefficiencies; it’s creating ways for marketers to aspire higher and achieve more.” Best Moments
Tech Recommendations
Shout-Outs
About the Guest Vincent DeCastro is the President and Owner/Senior SEO Consultant at The Advanced Business Metrics Agency. With a background in Internet Sales Management at BellSouth/AT&T and Account Executive experience at Thomas Industrial Network, Vincent specializes in SEO, PPC, and web-based content solutions for small and mid-sized companies. Vincent is also knowledgeable in strategy development and training, constantly updating best practices based on algorithm and AdWords updates. Website: abmagency.com | |||
| Ep. 545 | How marketing-sales alignment and smart segmentation drive B2B growth | 27 Jun 2025 | 00:28:12 | |
Episode Summary In this episode of OnBase, host Chris Moody sits down with Bryan Bowles to discuss how marketers can drive sustainable customer growth through tighter alignment with commercial teams, smarter segmentation, and role clarity across go-to-market functions. Bryan shares his unconventional career path and the insights he’s gained by working across technical, product, and sales roles. He explains why marketers must understand both the buyer and the seller journeys, and how misaligned activities can waste resources and erode trust. From building campaigns that matter to structuring internal marketing roles with precision, Bryan offers a blueprint for modern B2B teams seeking to make a meaningful impact—especially when budgets are tight and expectations are high. Key Takeaways
Quotes “You don’t need to spam the world. You need to be relevant to the right segment and convert.” Best moments 02:00 – Bryan’s journey from rural hospital analyst to marketing leader. 05:30 – Where companies fail in connecting commercial goals to marketing actions. 09:00 – The secret to scaling customer growth through tight segmentation. 13:00 – Turning field events into actionable intelligence for frontline teams. 16:00 – Role definition and the art of avoiding activity-based marketing. 20:00 – How merging content and campaign teams accelerated execution. 23:30 – Why winning market share requires precision, not volume.
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About the guest Bryan Bowles is a seasoned marketing executive with over two decades of experience leading growth and innovation across the healthcare industry. He currently serves as Vice President of Corporate Marketing at GHX, where he oversees global marketing strategy, brand development, and the alignment of marketing initiatives with enterprise-wide business goals. Prior to GHX, Bryan held senior leadership roles at Everside Health and Premier Inc., where he was known for launching innovative healthcare solutions and driving measurable marketing impact. With a background spanning product management, sales, and marketing, Bryan brings a unique, cross-functional perspective that fuels customer-centric growth strategies. | |||
| Ep. 544 | Everyone Owns the Brand: From Siloed to Shared | 24 Jun 2025 | 00:32:55 | |
Episode Summary In this episode of OnBase, host Paul Gibson sits down with Bee Patel for a deep dive into what it really means to “own the brand” in 2025. Bee challenges the legacy idea that branding lives solely within marketing and shares how today’s most effective brands are shaped by collaborative ownership across HR, product, comms, and sales. Bee discusses the evolution of branding as a business outcome driver—supporting everything from lead generation to sales conversion—and shares actionable strategies for unifying internal teams to create stronger external brand impact. The conversation also tackles AI's current challenges, the importance of simplification in brand governance, and how fostering creative freedom can help teams cut through the noise. Best moments
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About the Guest Prior to joining AlphaSights, she led the European content and communications team for Fortune 500 technology solutions provider, Insight, overseeing their PR, social, and content strategy across nine European regions. | |||
| Ep. 543 | The GTM Playbook Rewritten: AI, Agents, and Demandbase 4.0 | 20 Jun 2025 | 00:34:14 | |
Episode Summary On this episode of the OnBase Podcast, Gabe Rogol dives into how AI agents are reshaping go-to-market strategies and reveals what Demandbase 4.0 brings to the table. Gabe outlines the evolution of account-based marketing, the need for open and flexible platforms, and where automation meets human creativity in redefining the modern sales and marketing landscape. Whether you're a sales leader, marketer, or just curious about AI's role in B2B, this episode delivers thought-provoking clarity and actionable takeaways. Key Takeaways
Quotes “Trust is foundational to alignment. Without trust, the entire go-to-market process breaks down.”
Obsidian (Zettelkasten Tool) – A robust digital note-taking system for organizing non-linear ideas and linking essential insights across topics. Resource Recommendations
About the Guest As the Chief Executive Officer of Demandbase, Gabe is responsible for fulfilling the company’s mission of transforming how B2B companies go-to-market. Since joining Demandbase in 2012, he has been committed to setting the product and corporate strategy for the company. Throughout his two-plus-decade career, Gabe has held various leadership positions, including managing world-class customer service and sales teams at IDG and other leading publishers. He received his BA in Comparative Literature and Russian Language and Literature from Brown University. | |||
| Ep. 542 | Branding for sales success: Likeability, podcasts & B2B growth | 17 Jun 2025 | 00:22:43 | |
Episode Summary In this episode of OnBase, host Chris Moody sits down with Jessica Rhodes to talk about branding, likeability, and how podcasting can transform your sales conversations. Jessica reflects on how she turned a favor for her dad into a thriving business and why bringing your whole personality to the table is key to building buyer trust. From tactical takeaways on content repurposing to deeper insights on the neuroscience of decision-making, this conversation is equal parts actionable and human. Jessica explains why likability isn’t fluff—it’s foundational—and how being authentic across every marketing touchpoint builds a brand that wins even in a competitive sales process. If you’re in B2B marketing, sales enablement, or looking to boost your thought leadership through podcasts, this one’s for you.
“Your brand identity is letting your personality come through your marketing. People logically assess vendors—but they choose the one they like most.” Best moments 02:00–04:30 – Jessica’s journey from door-to-door canvasser to podcast agency founder. 05:30–07:00 – Likeability and brand identity: why it matters more than features. 08:45–11:00 – The challenge (and power) of bringing your full self to work. 11:30–13:30 – What to do right after you record a podcast: behind-the-scenes content, repurposing, and engagement tips. 14:45–15:30 – Podcasting’s secret SEO advantage. 16:15–18:00 – Using gut instinct and a calm nervous system to make better decisions.
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About the Guest Jessica Rhodes is the founder of Interview Connections, the world’s first podcast booking agency, launched in 2013 before podcast guesting was on anyone's radar. As a trailblazer in the podcasting space, Jessica Rhodes has helped more than 800 clients land over 30,000 podcast interviews, establishing herself as a thought leader in how businesses can leverage podcasting to grow. Her mission is simple yet powerful: to help entrepreneurs who feel like the best-kept secret increase visibility and build trust through the human-to-human connection that only long-form podcast interviews can provide. | |||
| Ep. 541 | Build Legos, Not Decks: Amber Naslund on Strategic Selling | 12 Jun 2025 | 00:27:33 | |
Episode Summary In this episode of OnBase, host Chris Moody reunites with longtime friend and podcast co-creator Amber Naslund for a reflective and forward-thinking conversation. Amber brings a wealth of experience across the marketing-sales spectrum and shares how her background in marketing has become her superpower in sales. They explore how better collaboration between marketing and sales can unlock massive gains, why product marketing and sales enablement should stop building models and start offering "Legos," and how storytelling in sales is less about fables and more about connecting dots. Amber also gets real about brand vs. demand debates and why marketers need to stop underestimating the power of long-term influence. Key Takeaways
Quotes “Brand is demand. It’s all one thing. The biggest mistake marketing made was thinking brand was separate from measurable success.” Best moments 01:20 – Amber’s career journey: from nonprofit fundraising to sales leader at LinkedIn. Resource recommendations Books:
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About the Guest Amber Naslund is a seasoned marketing and sales executive, currently serving as a Director at LinkedIn within their Marketing Solutions business. With over 25 years of experience across nonprofit fundraising, B2B marketing, tech startups, and enterprise sales, she brings a rare dual-lens perspective from both sides of the revenue table. From co-founding a podcast with host Chris Moody over a decade ago to transitioning from marketing leader to sales director, Amber has continually embraced growth, reinvention, and empathy as cornerstones of her leadership. She’s passionate about bridging the gap between marketing and sales teams, crafting meaningful stories, and advocating for the value of brand in today’s attribution-obsessed world. | |||
| Ep. 540 | Show Me You Know Me: Why Manners Win Millions in Sales with Sam McKenna | 10 Jun 2025 | 00:41:50 | |
Episode Summary On this episode of the OnBase Podcast, Sam McKenna shares her unconventional and highly effective sales strategies. From her trademark 'Show Me You Know Me' philosophy to redefining what it means to put manners first, Sam highlights the importance of doing the unexpected in sales to stand out. She details her inspiring career path, her passion for empowering women, and her views on the importance of genuine human connection in building lifelong client relationships. Unmissable for anyone in sales or leadership, this episode is full of energy, wisdom, and actionable takeaways. Key Takeaways
Personalization in sales must go beyond surface-level AI-generated efforts. Take the time to truly understand your prospects and leverage that understanding to build relationships.
Incorporating gratitude and respect throughout the sales process helps create exceptional experiences for buyers, even when deals don’t close.
Revisit clients post-sale to ensure satisfaction and build trust. These connections can drive referrals and repeat business.
Simple, thoughtful gestures (e.g., rubber duckies or customized books) can make a lasting impression.
Plan targeted outreach early in the week and send personalized emails during off-peak times to boost visibility. Quotes “The bar in sales isn’t low; it’s on the floor. Step over it.” Best Moments [00:34] Career Beginnings Sam shares her unorthodox entry into sales, going from art aspirations to a thriving sales career. [02:47] Becoming a LinkedIn Influencer How one blog post in 2011 on 'Show Me You Know Me' turned into a movement and drove unexpected demand generation success. [05:45] Manners First, Always Sam explains how small acts of gratitude, such as responding to email rejections politely, can leave lasting positive impressions. [14:13] Empowering Women in Sales A heartbreaking story of resistance from a colleague drives Sam’s mission to support, uplift, and empower other women in sales. [23:00] Creative Gestures Close Deals From rubber duckies to personalized books, Sam shares memorable examples of gifts that strengthen relationships. [32:38] A Smarter Way to Plan Outreach Sam outlines her unique strategy for timing emails to increase response rates and engagement. Tech Recommendations LinkedIn Sales Navigator: Gain actionable insights into leadership changes, hiring patterns, and organizational growth to refine your prospecting efforts. Resource Recommendations Newsletters: DealBook by The New York Times Podcasts: Books:
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About the Guest Samantha McKenna is the Founder and CEO of #samsales, with over 100,000 LinkedIn followers. She has a 15+ year career in Enterprise sales, breaking over 13 sales records. She emphasizes a manners-first and buyers-first approach. She is a LinkedIn expert, former Enterprise Sales Executive leader for LinkedIn’s Sales Navigator, and a Top Voice on LinkedIn in 2024. She has received numerous sales leadership awards and speaks at business schools like Harvard, Kelley, and Kellogg. Since 2019, #samsales has achieved a multi-million-dollar revenue, 312% of its first-year goal, and significant double-digit growth. It is an all-women team, has served over 250 clients, raised over $110K for charity, and has been featured in publications like The Wall Street Journal. | |||