Marketing in Progress

Gayle Kalvert
  • 0.0 (0)
  • MARKETING

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

  1. 4 DAYS AGO

    Inside the CMO hiring process with Kate Bullis

    The CMO hiring process has changed.  Boards and CEOs aren’t just looking for marketing operators anymore; they want leaders who can drive transformation and business growth. Kate Bullis, Global Marketing Practice Leader and Managing Director at ZRG Partners, shares what boards, CEOs, and recruiters are looking for in modern marketing leaders — and why many highly experienced candidates still struggle to stand out. In this episode, you'll learn: How CMO expectations have changed in recent yearsWhat CEOs mean when they say they want “innovation.”Why personal brand matters more than most executives realizeHighlights:(00:00) Meet Kate Bullis, executive recruiter for CMOs (02:55) What recruiters and CEOs actually look for when hiring a CMO (06:41) Do you need AI experience to land a CMO role? (12:48)How to identify your leadership superpower as a marketer (19:03) How executive recruiters source and evaluate CMO candidates (23:17) The personal brand exercise every aspiring CMO should do Resources: Kate's LinkedIn: https://www.linkedin.com/in/katebullis/Gayle's LinkedIn: https://www.linkedin.com/in/gaylekalvert/

    21 min

  2. 13 MAY

    Proving Event ROI with Stephanie Worthington

    Your events aren’t failing. They’re just being evaluated the wrong way. Stephanie Worthington, Head of Events and Field Marketing at Upstart, has spent 30+ years turning trade shows into revenue drivers, not money pits. She breaks down the framework that actually makes an event program work – from how to decide which shows are worth the spend to why traditional ROI metrics miss the real impact.  If your events look “fine” on paper but still feel hard to justify, this is the conversation you’ve been missing. In this episode, you'll learn: How to tell if an event is actually worth your budget before you commitWhy event leads stall after the show (and what to do about it)What actually improves event ROI beyond cutting spend or chasing more leadsHighlights: (00:00) Meet Stephanie Worthington (01:58) The three-lens framework for prioritizing events (07:41) Where event teams waste the most money (10:57) Why event ROI is so hard to prove (15:14) Making events part of a full-funnel strategy (20:28) Improving ROI without increasing budget (22:43) How Stephanie is using AI in her event workflow Resources:Stephanie's LinkedIn: https://www.linkedin.com/in/stephanieworthington/Club ITCHI: https://www.clubitchi.com/Gayle's LinkedIn: https://www.linkedin.com/in/gaylekalvert/

    25 min

  3. 6 MAY

    Marketing in Progress | The Conversations B2B Marketers Actually Need

    B2B marketers are asked to do the impossible every single day. Be data-driven, but not too data-driven. Build pipeline, but also build brand. Prove ROI on a broken attribution model. Never miss a trend. Never need more headcount. And whatever you do — don't let them see you scrambling. We see you. And we made something for you. Marketing in Progress is a podcast where B2B marketers talk to B2B marketers — honestly, specifically, and without the polished-conference-talk version of the truth. Real practitioners. Real problems. Real conversations. New episodes dropping now. Link in comments.

    1 min

  4. 29 APR

    Selling AI to the skeptics with Heidi Malden

    Not long ago, companies resisted adopting analytics. Now it’s table stakes. AI is next, but we’re still in the messy middle. So how do you market when your audience isn’t fully ready yet? Heidi Malden, Head of Americas Marketing at Pigment, gets real about what it takes to market an AI-driven company when your buyers are at very different stages of adoption. Heidi shares how she's building pipeline, stretching budgets, and keeping up with a market that changes every single month.  In this episode, you'll learn: How to position AI without overwhelming or alienating your audienceThe shift from SEO to AI-driven discovery (GEO)Where to spend your time and budget as AI changes everythingHighlights: (00:00) Meet Heidi Malden(04:52) Tailor your messaging for each persona(07:21) Adopt AI or get left behind(11:20) Brand awareness comes from GEO, not SEO(16:17) Keep a lean but efficient tech stack(21:06) Why relationships still close deals Resources: Heidi's LinkedIn: https://www.linkedin.com/in/heidimalden Pigment website: https://www.pigment.com Letter AI website: https://www.letter.ai Gayle's LinkedIn: https://www.linkedin.com/in/gaylekalvert/

    23 min

  5. 22 APR

    Why most AI outreach falls flat with Tal Peretz

    Most B2B marketing teams are sitting on untapped data. The ones winning deals are actually using it. Tal Peretz, Co-Founder & CEO of Onfire AI, shares why generic AI outreach is failing marketers and what a smarter, data-first GTM strategy looks like. Tal breaks down the myths around AI adoption and how contextual intelligence is becoming the real differentiator in B2B. In this episode, you'll learn: Why technical buyers' public communities are your most underused data sourceHow to turn buying signals into context that earns a responseHow to train your AI outreach the way you'd train a new hire Highlights:(00:00) Meet Tal Peretz(02:40) Why AI made outreach harder, not easier(04:12) Mistakes in targeting technical buyers(10:31) Scaling AI outreach without losing data trust(14:19) The three levels of AI maturity(17:19) What Tal looks for when hiring in the AI era Resources:Tal’s LinkedIn: https://www.linkedin.com/in/tal-peretzOnfire AI website: https://onfire.aiGayle’s LinkedIn: https://www.linkedin.com/in/gaylekalvert/

    20 min

  6. 15 APR

    Fail fast and pivot faster in marketing with Cari Jaquet

    Marketing is always evolving, and staying ahead means embracing change. Cari Jaquet, CMO of P0 Security, shares her insights on how marketers can stop playing catch-up by constantly experimenting, adopting new technologies, and making data-driven decisions. She discusses how to pivot quickly and adapt your strategies to the market’s ever-changing demands. In this episode, you’ll learn: Why continuous experimentation isn't optional anymoreHow to embrace AI without letting it make you lazyHow to ensure marketing is tightly aligned with salesHighlights: (00:00) Meet Cari Jaquet  (01:43) The evolving role of a CMO today  (02:48) How to embrace AI without fear  (08:49) Why your content strategy must account for AI-aided search  (13:19) Marketing as a revenue and pipeline driver  (15:02) When to break up with a campaign  (17:05) The case for failing fast and failing often Resources: Cari’s LinkedIn: https://www.linkedin.com/in/cari-jaquet Gayle’s LinkedIn: https://www.linkedin.com/in/gaylekalvert/

    21 min

  7. 8 APR

    How to connect marketing efforts directly to revenue growth with Jenn Parrino and Candice Wright

    Successful marketing happens when you stop doing random things and start being intentional about what you do and when you do it. Jenn Parrino and Candice Wright have learned that more campaigns, more channels, and more personalization don’t lead to more closed deals. As marketing leaders at Glia, they’ve refined their approach to focus on the activities that truly drive results. Jenn and Candice share how to prioritize the right initiatives, align marketing efforts with sales, and build a pipeline that delivers measurable revenue. In this episode, you’ll learn: How to leverage your marketing efforts to nurture leads through the buying journeyThe value of a clear and defined ideal customer profile (ICP) The role of sales feedback in refining marketing strategies  Highlights: (00:00) Meet Jenn Parrino and Candice Wright (02:17) Why less is more in marketing (06:30) Targeting your ICP  (08:10) Stop over-personalization (11:00) How to work with your sales team (18:43) Marketing metrics that matter Resources: Jenn’s LinkedIn: https://www.linkedin.com/in/jennparrino/ Candice’s LinkedIn: https://www.linkedin.com/in/candice-m-wright/ Gayle’s LinkedIn: https://www.linkedin.com/in/gaylekalvert/

    23 min

  8. 1 APR

    Become impossible to ignore: Market eminence with David Newman

    Founders, CEOs, and marketers often wrestle with this question: Should the brand have a face? David Newman says yes, absolutely. As a renowned keynote speaker, author of Market Eminence, and host of the Selling Show podcast, David has years of experience helping CEOs and founders establish and build their brands. He shares the three essential pillars of Market Eminence and explains how visibility, resonance, and brand preference can help you stand out in a sea of AI-generated content. Tune in and learn how to amplify your market presence without relying on gimmicks or buzzwords. In this episode, you’ll learn: How to break through the noise of AI-generated contentWhy CEOs and founders need to be visible What market eminence really means and how to achieve itHighlights: (00:00) Meet David Newman(02:24) What is market eminence?(06:38) The valuation myth(13:42) This is the kind of content people engage with(17:48) Video is your secret weapon (22:21) Why hate mail is a good sign(33:29) Action eliminates fear Resources:David Newman’s website: https://start.doitmarketing.com/market-eminence/Get Market Eminence on Amazon: https://a.co/d/0j5cxs9dGayle’s LinkedIn: https://www.linkedin.com/in/gaylekalvert/

    38 min
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About

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

Information

  • Creator
    Gayle Kalvert
  • Years Active
    2025 - 2026
  • Episodes
    35
  • Rating
    Clean
  • Copyright
    © 2026 Gayle Kalvert