B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success

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B2B marketing strategy grows ever more complex, with marketers needing to understand strategy, marketing technology, e-commerce, customer success, and more. This show covers it all, from a Business-to-Business perspective. From the creators and host of the award-winning The Agile Brand with Greg Kihlström podcast, comes B2B Agility™, a podcast focused on how B2B marketers and the brands they represent become category leaders and drive optimal results for the business and their customers. The show looks at B2B success in a variety of ways, all with a focus on the intersection of sales, marketing & technology.

  1. Targeting B2B buyers like B2C consumers with Mark Connon, Bombora

    13 JAN

    Targeting B2B buyers like B2C consumers with Mark Connon, Bombora

    Why is it that B2C marketers can target someone who left a pair of shoes in their cart and follow them around the internet for a week, but that same level of precision just hasn't been the same for B2B? Agility requires closing the gap between insight and action. It's not enough to know who your audience is; you need the capability to reach them precisely, wherever they are, at the moment it matters most. Today, we're going to talk about why B2B advertising has historically lagged behind its B2C counterpart in audience targeting and activation. We'll explore the challenges of working with fragmented data and the new opportunities that are emerging to create highly precise, actionable audiences by combining different data sources in a new way. To help me discuss this topic, I'd like to welcome, Mark Connon, CEO at Bombora.   About Mark Connon   Mark Connon was Chief Operating Officer at TapAd when Experian acquired that company in 2020 — becoming TapAd's General Manager and EVP of Product and Marketing for Experian Marketing Services. As the former SVP, Global Chief Mobile and Data Officer at AOL (a subsidiary of Verizon formerly known as Verizon Media Services), Connon led mobile advertising and data strategy, as well as enterprise-wide data commercialization. He has held a number of C-level positions at both public and private marketing and advertising companies and currently serves as an advisor or board member for several companies in the ad/martech space.   Mark Connon on LinkedIn: https://www.linkedin.com/in/markconnon/   Resources    Bombora: https://bombora.com/ Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/   Keep up with the latest B2B Marketing insights by following the B2B Agility Podcast: https://www.b2bagility.com Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

    19 min
  2. Introducing the Jordan Harbinger Show

    13 JAN

    Introducing the Jordan Harbinger Show

    We would like to recommend the Jordan Harbinger Show. The show dives into the minds of some incredible guests. I hope you enjoy The Jordan Harbinger Show as much as I do.

    2 min
  3. Alconost CCO Ilya Spiridonov on prioritizing localization in the B2B marketing funnel

    23/12/2025

    Alconost CCO Ilya Spiridonov on prioritizing localization in the B2B marketing funnel

    "Despite the global opportunity available to so many businesses, most are constrained by finite resources. So, the more interesting question isn't "what should we translate?" but rather, "what's the real cost of not localizing the right customer touchpoint, and how do you even begin to calculate that risk?" Agility requires more than just speed; it demands the sensitivity to know when a universal message fails and a local one is needed. It's the capacity to pivot your entire customer experience to resonate in a new market, not just as a translation, but as a native conversation. Today, we're going to talk about navigating the complexities of global expansion. We'll get into the strategic decisions leaders have to make when localizing content, such as where to spend the budget for maximum impact, and the critical choice between leveraging AI for scale and speed versus deploying human experts for nuance and connection. To help me discuss this topic, I'd like to welcome, Ilya Spiridonov, Chief Commercial Officer at Alconost. About Ilya Spiridonov   Ilya Spiridonov is the Chief Commercial Officer at Alconost, an ISO-certified localization company that has been helping businesses grow internationally since 2004. He leads the company's sales and revenue strategy, focusing on building long-term client partnerships and driving sustainable growth. With expertise in scaling global sales operations, Ilya oversees everything that fuels revenue - from business development and client success to aligning commercial initiatives with Alconost's localization and technology services.   Ilya Spiridonov on LinkedIn: https://www.linkedin.com/in/ilyaspiridonov/   Resources    Alconost: https://alconost.com/en    Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/   Keep up with the latest B2B Marketing insights by following the B2B Agility Podcast: https://www.b2bagility.com  Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

    20 min
  4. Maximizing the value of your partnerships with Peter Fogelsanger

    16/12/2025

    Maximizing the value of your partnerships with Peter Fogelsanger

    Are most of your channel partners producing very little value for your business? Agility requires more than just signing up partners; it demands a dynamic approach to activating and enabling the *right* ones. It's about ruthlessly prioritizing relationships that generate mutual value and being nimble enough to change or sunset those that don't. Today, we're going to talk about the often-unspoken reality of partner programs: the vast gap between the impressive number of logos on a partner page and the handful that actually contribute to the bottom line. We'll explore why so many partners become ""paper partners""—partners in name only—and how to build a program that focuses on tangible value and repeatable revenue, not just vanity metrics. To help me discuss this topic, I'd like to welcome Peter Fogelsanger, Fractional Partner Executive at Peter Fog LLC. Peter, welcome to the show!   About Peter  Fogelsanger   Peter is a seasoned partner executive and partner program consultant. He provides fractional consulting and program advisory services to growth companies. Current engagements include several early-stage PE or VC backed startups.. Prior to consulting, Peter was founding Head for Partnerships and Enablement at Contentstack, building the program from the ground up which produced over $22M in pipeline. Prior to Contentstack, Peter was VP of Partner Engagement (NA) at Thunderhead, an omni-channel customer journey and personalization platform. While at Thunderhead, Peter led the enablement in NA for Salesforce Marketing Cloud - Interaction Studio, helping drive more than $50M in ARR in 24 months. Earlier in his career, Peter was in direct sales for over eight years at leading CMS vendors Sitecore and SDL. He also spent more than 12 years in sales/marketing at digital agencies helping clients with digital transformation related projects. Major clients have included FedEx, Charles Schwab, Humana, Duke Energy, TD Bank, Stanley Black & Decker, Nasdaq, Marriott, and the Veterans Administration. Peter has been a speaker on partner programs, enablement, personalization/content management, and active in several related communities. In his spare time, Peter enjoys carpentry and DIY projects and has many years as a coach for youth soccer and high school track.   Peter  Fogelsanger on LinkedIn: https://www.linkedin.com/in/peterfog/   Resources    Peter Fog LLC: www.peterfog.com   Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/   Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.b2bagility.com Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

    29 min
  5. AI in the 'real economy' with Bassem Hamdy, Briq

    09/12/2025

    AI in the 'real economy' with Bassem Hamdy, Briq

    With all the talk about the business impact of AI, why aren't more people talking beyond the most straightforward examples and more about sectors like construction, energy, and manufacturing where there is real potential for impact that has yet to be tapped?  Agility requires a willingness to challenge the core processes of how work gets done, even in industries where "how it's always been done" is the default operating system.  Today, we're going to talk about the practical, powerful, and often overlooked application of AI in what some call the 'real economy'—the foundational industries that build and make our world. We'll explore how AI-powered digital workers are moving beyond the hype to create tangible value, and what it takes to drive this kind of technological adoption in sectors traditionally resistant to change. To help me discuss this topic, I'd like to welcome, Bassem Hamdy, CEO and Co-Founder at Briq.   About Bassem Hamdy    Author, executive and technology pioneer, Bassem Hamdy is world renowned in the construction technology space. With over 19 years of construction software experience Bassem Hamdy is bringing harmony to construction through the delivery of modern tools to drive better decision making for general and subcontractors. ,Yes,This will be completed shortly   Bassem Hamdy on LinkedIn: https://www.linkedin.com/in/bassem-hamdy   Resources    Briq: briq.com  Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/   Keep up with the latest B2B Marketing insights by following the B2B Agility Podcast: https://www.b2bagility.com  Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

    24 min
  6. #72: Concept to acquisition with Chris Tilkov, DocuSketch

    02/12/2025

    #72: Concept to acquisition with Chris Tilkov, DocuSketch

    Many entrepreneurs dream of scaling a niche product, achieving market dominance, and ultimately securing a successful exit—but few actually make it happen. How do you take an idea from concept to acquisition, and what key lessons can other business leaders, including marketers, take from that journey? Joining me today is Chris Tilkov, General Manager at DocuSketch, an automated estimation and documentation platform that helps homeowners rebuild after natural disasters. Before joining DocuSketch, Chris founded Ask AiME, a platform that was successfully acquired. But his journey didn't start in tech—he began his career as a carpet cleaner before transitioning into the world of technology and entrepreneurship. About Chris Tilkov   Chris Tilkov is a director at DocuSketch and is the founder of Ask Aime, an InsurTech that simplifies estimating and quality assurance for the insurance restoration industry to settle claims quickly and accurately. With over 25 years' experience from flood technician to nationally held positions, Chris works with companies to provide the training and education needed to produce fair and consistent estimates through collaborative technology. In 2023, DocuSketch acquired Aime Estimate Review Inc.   Chris Tilkov on LinkedIn: https://www.linkedin.com/in/chris-tilkov-a5038b3b/ Resources    Docusketch: https://www.docusketch.com/   Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/   Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

    20 min
  7. Optimizing the handoff between marketing and sales with Gabe Lullo, Alleyoop

    25/11/2025

    Optimizing the handoff between marketing and sales with Gabe Lullo, Alleyoop

    We've spent a decade trying to align marketing and sales. What if the very metric we created to bridge the gap—the MQL—is actually the thing that's perpetuating the rivalry between them? Agility requires a willingness to challenge the foundational metrics we've built our go-to-market strategies on. It demands that we replace gut feelings and legacy processes with a ruthless focus on what actually generates revenue, even if it means admitting what we've been doing is wrong. Today, we're going to talk about one of the most persistent and costly problems in B2B: the handoff from marketing to sales. We'll explore why the traditional MQL model often fails, creating friction and wasting budget, and how a more intelligent, data-driven approach to lead qualification can not only fix the sales pipeline but also prove marketing's direct contribution to the bottom line. To help me discuss this topic, I'd like to welcome, Gabe Lullo, CEO at Alleyoop and host of the "Do Hard Things" podcast.   About Gabe Lullo   Gabe Lullo is the CEO of Alleyoop, a sales development agency working with industry giants such as ZoomInfo, Salesloft, and Adobe. He has trained over 8,000 salespeople across diverse businesses and, during his tenure in Alleyoop, he has personally hired and managed more than 1,500 SDRs. With over two decades of experience in sales, marketing, and executive recruitment, his strategies have significantly driven Alleyoop's growth and shaped its corporate culture. Beyond his career accomplishments, Gabe graduated from the Barney School of Business at the University of Hartford and his leadership ethos is rooted in cultivating environments that prioritize both professional development and individual success.   Gabe Lullo on LinkedIn: https://www.linkedin.com/in/lullo/ Resources    Alleyoop: https://www.linkedin.com/in/lullo/   Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/   Keep up with the latest B2B Marketing insights by following the B2B Agility Podcast: https://www.b2bagility.com  Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

    22 min
  8. #70: Marketing measurement and the dark funnel with Chris Golec, CEO of Channel99

    18/11/2025

    #70: Marketing measurement and the dark funnel with Chris Golec, CEO of Channel99

    This show is brought to you by Channel99, a B2B marketing technology company helping clients get more out of their spend with AI-powered decision-making. What if 99% of your target accounts see your marketing, but never click a single ad? How would you prove your value then? Agility requires a willingness to abandon outdated metrics, even when they're comfortable, and embrace a more nuanced, realistic view of the buyer's journey. It means adapting not just our campaigns, but our very definition of success. Today, we're going to talk about the massive blind spot in most B2B marketing measurement: the 'dark funnel' where prospects engage with content and ads but never click. We'll explore how AI-powered attribution is finally shining a light on this journey, moving us beyond last-click models to understand true influence and impact. To help me discuss this topic, I'd like to welcome Chris Golec, Founder & CEO at Channel99.  About Chris Golec   Chris founded Channel99 in 2022 to provide businesses worldwide with the first AI-powered decision making engine for B2B marketing investments. Unsatisfied with traditional attribution solutions and the financial inefficiency of B2B marketing, Chris' mission is to transform how the B2B sector measures and invests in growth. Prior to Channel99, Chris founded Demandbase and pioneered the Account-Based Marketing (ABM) technology category now widely adopted by thousands of companies. During his tenure at Demandbase, he was known for fueling innovation, driving rapid growth, and creating a culture that won "Best-Places to Work" in the Bay Area for 7 consecutive years and Top 10 nationally through Glassdoor. Chris also won Marketing Executive of the year two consecutive years and was named in the Top10 SaaS CEOs in 2019. Before Demandbase, Chris co-founded a supply-chain software company called Supplybase which sold to i2 Technologies for $380 million.    Chris Golec on LinkedIn: https://www.linkedin.com/in/cgolec/ Resources    Channel99: https://www.channel99.com/   This show is brought to you by Channel99, a B2B marketing technology company helping clients get more out of their spend with AI-powered decision-making. The Channel99 platform incorporates two key advancements: superior account identification and the first-of-its-kind B2B ad verification. This allows AI to precisely identify financial inefficiencies across a client's various marketing channels. The platform then optimizes campaign and audience adjustments to automate workflows, maximize labor output, and significantly increase operational efficiency. From high-growth mid-market businesses to global enterprises, Channel99 is a proven investment to accelerate pipeline growth and mitigate marketing investment risk. For more information, visit channel99.com   Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/   Keep up with the latest B2B Marketing insights by following the B2B Agility Podcast: https://www.b2bagility.com  Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

    20 min
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About

B2B marketing strategy grows ever more complex, with marketers needing to understand strategy, marketing technology, e-commerce, customer success, and more. This show covers it all, from a Business-to-Business perspective. From the creators and host of the award-winning The Agile Brand with Greg Kihlström podcast, comes B2B Agility™, a podcast focused on how B2B marketers and the brands they represent become category leaders and drive optimal results for the business and their customers. The show looks at B2B success in a variety of ways, all with a focus on the intersection of sales, marketing & technology.

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