B2B Marketing: Tomorrow's Best Practices... Today

Leadtail
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There’s a dirty little secret in B2B Marketing: You can’t just win on Best Practices Alone. Join us as we interview the best and brightest in B2B marketing. Topics range from content marketing, brand marketing, AI's impact on the industry, and much, much more. New episodes every month!

  1. 3일 전

    AI Search Optimization: How B2B Marketers Can Win in the ChatGPT Era

    AI search is transforming B2B marketing—and most companies are already behind. Shaun Davidson, VP at Sembit and co-founder of Zero Channel, shares how he reverse-engineered ChatGPT to generate real leads after failing with paid ads and traditional SEO. Shaun shares the real story behind spending $15K on paid ads with zero leads… and how that failure pushed him to reverse-engineer what makes large language models like ChatGPT, Gemini, and Google AI Mode recommend certain companies over others.In this episode, we explore: - Why 37% of searches now start in AI chat interfaces, not Google - How to get your company recommended by ChatGPT, Gemini, and Claude - The practical steps B2B marketers can take today to optimize for AI search - Real results: How Sembit grew while competitors closed their doors - The difference between traditional SEO and AI engine optimization - Building a playbook that works across digital PR, content, and earned media Whether you're a CMO getting pressure from the board about AI search visibility or a marketing ops professional trying to understand this shift, Shawn breaks down exactly what's working right now—and what's coming next. ----- CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/ ---- 0:00 — $15K on Paid Ads… Zero Leads 1:01 — Welcome + What Is AI Search Optimization? 2:53 — Shaun’s Path From SEO Failure to Zero Channel 4:47 — The Shift From Google Search to Chat Interfaces 5:35 — How Many People Are Starting Searches in ChatGPT Now? 6:33 — Why Boards Are Panicking About AI Search Results 7:16 — The Biggest Problems: Prompts, Data, and Attribution 11:17 — Citations, Earned Media, and Where AI Gets Its Answers 15:28 — Predictive Modeling and Building an AEO Playbook 19:45 — Who Owns This Inside a Marketing Organization? 22:39 — What Separates the Winners in AI Search #b2bmarketing #b2b

    29분

  2. 2025. 12. 04.

    The Real Risk of Waiting on AI in Marketing and Revenue Teams

    How fast will AI reshape marketing operations—and can leaders afford to sit on the sidelines? Host Clark Newby sits down with Tom Grubb, sales and marketing enablement consultant and former exec at Marketo and Intuit, to break it all down.In this episode of Tomorrow’s Best Practices, Clark and Tom unpack what’s happening right now in marketing operations and go-to-market strategy as AI moves from theory to daily practice. Fresh off MarketingPalooza, Tom shares what he heard from marketing ops leaders on the ground—from AI agents that can execute Marketo tasks to teams building their own custom agents for analytics and operations.They explore the real tension leaders face today: innovation versus risk. How much control is enough before trusting automation? When does playing it safe actually become the bigger risk? And what happens when your competitors move faster than your internal processes can keep up?-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----0:00 – The Risk vs Reward of Adopting New Technology 1:03 – Welcome to Tomorrow’s Best Practices + Guest Introduction 3:09 – Cutting Through Chaos With Data and Alignment 3:57 – MarketingPalooza Takeaways and the AI Pulse Check 7:33 – Where AI Is Showing Up in Marketing Ops Right Now 8:31 – AI Agents, Automation, and Building Your Own Tools 13:08 – Trust, Hallucinations, and When Automation Becomes Risky 17:09 – Marketing, Measurement, and Board-Level Expectations 22:44 – Defining What Marketing Success Really Means 29:37 – Life Outside Work and a Book for Boards and Marketers #b2bmarketing #b2b

    33분

  3. 2025. 11. 06.

    AI for B2B Sales & Marketing: Real Use Cases, Playbooks, and Career Moves

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

    34분

  4. 2025. 10. 30.

    How Inclusive Design Expands Your Reach and Boosts SEO

    What happens when your website isn’t built for everyone? In this conversation, we explore how inclusive design and accessibility can transform both user experience and business performance.Most marketers and business leaders never consider how someone with a disability experiences their website. But what if one in four potential customers couldn’t engage with your brand online?In this episode, we dive into the fundamentals of digital accessibility—what it means, why it matters, and how every organization can start building more inclusive digital experiences. Our guest, an accessibility advocate and communications leader from AudioEye, breaks down the technical and practical sides of making your website usable for all.You’ll learn:- What “digital accessibility” really means, beyond compliance checklists- The three most common barriers found on websites (and how to fix them)- How screen readers, alt text, and tab navigation affect real people- Why accessibility improvements boost SEO and customer loyalty- How small technical changes can dramatically expand your market reach- Why accessibility isn’t just a legal requirement—it’s a brand advantageThe conversation also covers how to shift from seeing accessibility as a final “checkbox” to making it part of your content, design, and development process. You’ll hear examples of simple adjustments—like descriptive link text, clear form labels, and concise visual language—that make a site easier to navigate for everyone.-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----0:00 — Introduction: Why Accessibility Matters for Every Business1:34 — What Digital Accessibility Really Means2:52 — How People with Disabilities Navigate Websites4:10 — The Top Three Accessibility Issues: Images, Links, and Forms7:47 — Common Blind Spots Marketers Overlook9:44 — The Global Accessibility Guidelines Explained11:30 — Why Awareness Is the First Step Toward Inclusion14:16 — Legal Risks and Compliance Drivers You Should Know17:47 — The Business Case for Accessibility: SEO, Loyalty, and Brand Trust19:44 — Accessibility Helps Everyone, Not Just Those with Disabilities20:37 — Quick Wins for Marketers: Improving Alt Text, Links, and Forms25:05 — Balancing Clarity and Conversion in Accessible Design26:49 — From Tactics to Philosophy: Making Accessibility a Core Value30:57 — The Low Cost, High ROI of Accessibility Investment31:43 — Beyond the Screen: Inspiration, Travel, and Creative Recharge32:47 — Closing Thoughts: Accessibility as a Measure of Great Marketing#b2bmarketing #b2b

    34분

  5. 2025. 10. 09.

    Human-Centered Marketing in the Age of AI

    Join Clark Newby and Ashley Faus (Head of Lifecycle Marketing at Atlassian and author of Human Centered Marketing) as they walk through how to bring the human back into marketing — even amid AI, metrics, and tech tools.In this episode, Ashley shares her journey from musical theater to marketing, the core principles behind her new book, and how she balances human connection with data and AI. You’ll hear:- Why trust is the cornerstone of human-centered marketing- How to bring your full self into your work and make real connections- The three overlapping disciplines marketing teams need to master- Where AI fits — as thought partner, not replacement- Advice for building teams and careers in the AI era- An analogy about puzzles and how it applies to marketing rolesIf you want to create marketing that resonates, not just performs, this conversation will offer both inspiration and practical steps.🔗 Grab her book: Human Centered Marketing: How to Connect with Audiences in the Age of AI https://www.amazon.com/Human-Centered-Marketing-How-Connect-Audiences/dp/1398619388-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----0:00 – The Tools Change, but Humans Don’t0:25 – Introducing Human-Centered Marketing1:40 – How a Theater Background Shaped a Marketing Career3:20 – Serving Audiences Before Selling to Them5:00 – Bringing Your Whole Self to Work7:15 – The Fitness Analogy for Understanding Customers9:00 – Why Human Connection Builds Better Teams and Brands10:45 – Rethinking the Funnel: From Linear to Playground15:20 – Thought Leadership, Content, and Social Media in Balance17:40 – Using AI as a Thought Partner, Not a Replacement22:45 – Preparing Teams for the AI Future24:15 – The Puzzle Analogy: Why Strategy Requires Experience27:40 – Human Creativity, Curiosity, and the Future of Marketing30:50 – Final Thoughts and Recommended Reads#b2bmarketing #b2b

    32분

  6. 2025. 10. 02.

    Building Trust in B2B Marketing: Brand, Sales, and Growth

    Bravery in B2B marketing isn’t about logos or slogans—it’s about making bold choices when others play it safe. In this episode of Tomorrow’s Best Practices Today, we sit down with Lindsay Tjepkema, founder, growth advisor, and brand strategist at Human Brands Win, to explore how brand, trust, and creativity drive growth.What does it mean to be brave as a marketing leader? Lindsay shares her BRAVE framework—Brand, Relationships, Audacity, Values, and Energy—and explains how it helps leaders make smart, human-centered decisions that resonate with customers and teams alike.From downturns that spark the rise of new market leaders to the resurgence of brand as a measurable differentiator, Lindsay shows why trust and authenticity matter more than ever in B2B.-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----0:00 – Brand as Relationship, Not Just Logos0:49 – Introducing Lindsay Tjepkema and Her Work3:10 – Why Being Brave Matters in B2B Marketing5:00 – The BRAVE Framework Explained7:03 – Leading with Energy and Human Connection9:22 – The Comeback of Brand in B2B Strategy13:34 – Making Brand Concrete for Boards and CEOs16:00 – Using BRAVE to Align Marketing Teams19:21 – Building Balanced Teams: Brand and Demand22:37 – Bridging Sales and Marketing Through Trust26:05 – Life Outside of Work: Parenting and the Next Generation28:31 – Closing Thoughts on Bravery and Brand#b2bmarketing #b2b

    29분

  7. 2025. 09. 25.

    AI Agents in Marketing: From Startup Growth to Account-Based Success

    Discover how AI agents are reshaping B2B marketing in this episode of Tomorrow’s Best Practices Today with guest Erin Cresta, Global VP of Digital and Demand at Sema4.ai. Erin shares what it’s like to join a startup from day one, build a marketing engine from scratch, and apply agentic AI to real-world business challenges.With a career spanning leadership roles at Palo Alto Networks, Docker, Armis, Couchbase, and now Sema4, Erin brings a unique perspective on scaling teams, crafting go-to-market strategies, and staying ahead in a competitive market. She dives into how marketing leaders can:-Build foundational brand identity and messaging at early-stage companies- Apply AI agents to content creation, research, operations, and sales enablement- Align with sales through account-based strategies instead of lead-based metrics- Balance speed, experimentation, and customer feedback in startup growth-Think differently about hiring, operations, and organizational design in AI-driven environmentsWe also explore the “work room” model Erin’s team uses to collaborate with AI agents, how generative AI supports digital ad copy and campaign prep, and why account engagement is becoming more important than traditional lead counts.-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----0:00 – Why Enterprise Sales Depend on Accounts, Not Just Leads0:53 – Welcome & Guest Introduction: Erin Cresta and Semaphore.ai3:16 – Returning to Startup Life: Building from the Ground Up6:41 – Early Marketing Priorities: Brand, Content, and SEO9:17 – Hiring Strategy and Using AI Agents in Daily Work11:23 – Inside the “Work Room”: How Teams Collaborate with Agents13:40 – Rethinking Funnels: From Leads to Account-Based Strategies18:01 – Sharing Signals with Sales and Building Alignment20:32 – The Semaphore Platform: Runbooks, Outcomes, and Security25:15 – Startup Lessons, Personal Insights & Closing Thoughts#b2bmarketing #b2b

    29분

  8. 2025. 09. 18.

    Moving Beyond ROI: How CMOs Can Navigate Complexity in Marketing

    Marketing isn’t a vending machine—and Kathleen Schaub wants leaders to stop treating it like one. In this episode of Tomorrow’s Best Practices Today, host Clark Newby sits down with Kathleen Schaub, author of Marketing in the Great, Big, Messy, Real World, to unpack why deterministic thinking fails and what modern CMOs must do differently.Kathleen draws on decades of experience advising global marketing leaders and shares insights from her new book, including four key mindset shifts:- Budgeting like an investor rather than an accountant- Planning like a navigator who adapts to changing conditions- Deciding like a statistician who understands probabilities, not certainties- Leading like an ecologist who creates thriving team ecosystemsTogether, Clark and Kathleen explore why the obsession with ROI as a vending machine input-output model is misguided, how marketing metrics should spark dialogue—not dictate it—and why agility at the “edges” of the business is where real progress happens.Order Kathleen's book here: https://www.amazon.com/Marketing-Great-Messy-Real-World/dp/1632999862/ref=sr_1_1?crid=3BSH939U2QNL1&dib=eyJ2IjoiMSJ9.QsAFE2-s7Vf4DwX3HtjKPD-5jwgkt-_m9H2efEkaqOg.YKXKMuYL6Vc-3NhSIB4d2LGEsMAmQYvPF6gzhQfuY5U&dib_tag=se&keywords=marketing+in+the+great%2C+big%2C+messy+real+world&qid=1756933798&sprefix=marketing+in+the+great+messy+%2Caps%2C170&sr=8-1-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----0:00 – Introduction and Guest Overview1:19 – Why Marketing Is Not a Vending Machine2:24 – Complexity and the VUCA World of Marketing3:16 – Moving Beyond Deterministic Models5:00 – Four Mindset Shifts for Marketing Leaders6:29 – Budgeting Like an Investor6:41 – Planning and Measurement: Think Like a Navigator7:47 – Decision-Making: Think Like a Statistician9:12 – People and Ecosystems: Leading Like an Ecologist17:01 – Rethinking Metrics and Board-Level Conversations22:10 – Overcoming Resistance and Gaining Executive Buy-In26:18 – The Role of Data, Analytics, and AI in Complex Systems29:26 – Structuring Teams for Agility and Integration33:01 – Kathleen’s Personal Reading List35:15 – Closing Thoughts and Book Information#b2bmarketing #b2b

    36분
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There’s a dirty little secret in B2B Marketing: You can’t just win on Best Practices Alone. Join us as we interview the best and brightest in B2B marketing. Topics range from content marketing, brand marketing, AI's impact on the industry, and much, much more. New episodes every month!

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