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. Jul 30

    How to Build a Marketing Strategy That Actually Generates Pipeline

    Marketing isn't usually a pipeline problem—it's a learning problem. In this episode of Tomorrow's Best Practices Today, host Clark Newby sits down with Roark Pollock, Founder & CEO of P1 Growth Marketing, to discuss why so many B2B startups struggle to grow and what separates companies that scale from those that stall.The conversation dives into one of the biggest mistakes early-stage companies make: trying to solve execution problems before they truly understand their market. From building a repeatable demand generation engine to refining your ideal customer profile (ICP), identifying buying triggers, and using AI to improve sales enablement instead of creating more content, this episode is packed with practical advice for founders, marketers, and revenue leaders.You'll also hear why today's buyers complete most of their research before ever talking to a salesperson, how AI is changing the B2B buying journey, and why companies should be analyzing sales conversations to uncover customer insights instead of relying on assumptions. The discussion covers customer advisory boards, positioning, messaging, go-to-market strategy, win/loss analysis, and the importance of understanding why customers buy—not just who they are.Whether you're building a SaaS startup, leading a marketing team, or trying to generate more qualified pipeline, this episode offers actionable frameworks you can apply immediately.-----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 – Preview: How to Identify Customer Buying Triggers00:41 – Meet Today's Guest: Marketing Growth for B2B SaaS Startups02:11 – The Real Reason Most Marketing Teams Struggle to Scale05:03 – The Four Signals of a Repeatable Marketing Engine10:07 – How AI Is Changing the B2B Buyer Journey Forever14:01 – Why Your Ideal Customer Profile (ICP) Isn't Complete16:28 – Finding the Triggers That Actually Drive Customers to Buy20:06 – Using Customer Advisory Boards to Improve Marketing Strategy23:39 – How AI Can Analyze Sales Calls to Improve Marketing25:00 – Overrated vs. Underrated AI Tools for Marketing Teams28:14 – Why Micro SaaS Is the Next Big Opportunity30:43 – Where to Connect with Roark Pollock & Final Takeaways#b2bmarketing #b2b

  2. Jul 16

    Why AI Is Making Human Connection More Valuable Than Ever

    AI is changing marketing faster than ever—but the companies winning aren't replacing people. They're learning how humans and AI work better together. In this episode, Clark Newby sits down with Michelle Killebrew, Founder & Chief Go-to-Market Strategist at Pegasus Strategy Company, to discuss why community, partnerships, and human expertise are becoming even more valuable in the age of AI.Drawing from her experience as a marketing executive, CMO advisor, and go-to-market strategist, Michelle shares why organizations need to rethink more than just AI tools. She explains how buyer behavior is changing, why strong positioning and brand reputation matter more than ever, and how businesses can adapt without losing the human qualities that create lasting competitive advantages.The conversation explores the rise of AI Engine Optimization (AEO), the growing importance of ecosystems and partnerships, the hidden costs of AI adoption, and why many organizations may need to revisit their ideal customer profile, messaging, and overall go-to-market strategy. Michelle also discusses why leadership, creativity, and collaboration remain uniquely human strengths that AI can't replace.Whether you're a marketing leader, founder, executive, or simply trying to understand how AI is reshaping business, this episode offers practical insights on balancing innovation with authentic human connection.-----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 – Introduction to Michelle Killebrew01:48 – Building Pegasus Strategy Company & The Human Side of AI04:39 – Why Community Matters More in the AI Era07:15 – The Human Skills AI Can't Replace12:07 – How Companies Should Rethink Go-to-Market Strategy16:55 – AEO, Brand Reputation & Winning AI Search18:53 – Why Businesses Need to Reevaluate Their Customers21:26 – The Hidden Costs of AI Agents & Automation27:17 – What's Overrated and Underrated About AI30:24 – Staying Human in an AI-Driven World32:26 – Where to Connect with Michelle Killebrew#b2bmarketing #b2b

  3. Jun 19

    AI Is Making Content Easier. It's Not Making It Better.

    Marketing teams are producing more content than ever, and feeling less confident about it than ever. In this episode, Clark Newby sits down with Holly Enneking, VP of Marketing at Markup AI and co-founder of Indy Marketers, to dig into what she calls the Bermuda Triangle of content, AI, and search: a space where a lot of great marketing intentions seem to disappear.Holly brings a brand-first lens to a conversation the industry badly needs — not about how to generate more content faster, but about how to make sure what you're putting out actually sounds like you, serves your audience, and holds up under scrutiny. She shares what she's seen working with B2B marketing teams at different stages of AI maturity, including a striking disconnect between how C-suite leaders and their marketing teams assess readiness.They also explore how AI is reshaping the full content funnel, and what it means for the humans doing this work, including how marketing career paths are evolving and why junior talent still matters more than leadership might think.In this episode:- Why AI-generated content at volume is creating a brand consistency crisis- The C-suite vs. marketer perception gap on AI readiness (and why it matters)- How quality content is becoming a genuine differentiator in a sea of AI sameness- What "the confidence layer" looks like in practice for marketing teams- How the shift from SEO to AEO is changing content strategy from top to bottom of funnel- Building marketing community in a post-COVID, AI-accelerated world-----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/----#b2bmarketing #b2b

  4. Apr 16

    How to Use AI to Build Smarter Go-To-Market Systems

    AI isn’t just making marketing faster—it’s completely changing how it works. In this episode, Clark Newby sits down with Angus Robertson, founder of Outcome Marketing, to break down what that shift actually looks like in practice.Angus Robertson, a former CMO and now founder of Outcome Marketing, shares how he went all-in on AI—and why most marketers are still approaching it the wrong way. With over 20 years of experience in B2B SaaS and go-to-market strategy, Angus has worked with founders and leadership teams to build systems that drive real outcomes, not just activity.This conversation goes beyond surface-level AI talk. Angus walks through how he evolved from using tools like ChatGPT to building full applications, diagnostics, and even AI agents that integrate directly into workflows. What used to take months can now be done in days—and often better.-----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 – Marketers Must Choose How Deep to Go with AI00:58 – Introduction & Guest Background in B2B Marketing02:34 – From CMO to Building a New Marketing Framework05:00 – Why AI Changed Everything for Marketing Leaders06:50 – The AI Tech Stack Shift (Winners vs Losers)11:05 – Real AI Use Cases: From Chatbots to Building Apps14:10 – Creating AI Agents and Automating Workflows15:50 – How to Help Teams Adopt AI the Right Way19:04 – The Rise of Niche AI Apps & Domain Expertise22:34 – Why AI Won’t Fix Bad Marketing Fundamentals24:50 – Best Resources to Learn and Stay Ahead in AI28:20 – Where to Find the Book & Final Takeaways#b2bmarketing #b2b

  5. Mar 19

    How to Win Trust, Earn Media, and Show Up in AI Search

    AI search is changing how buyers find and trust brands—and most companies aren’t ready. In this episode, Clark Newby sits down with Robin Bulanti, CEO of Offleash PR, to break down what’s actually working in PR, branding, and discovery today.PR is back—but it never really left. As AI search reshapes how information is surfaced, credibility and third-party validation are becoming more important than ever. Robin Bulanti shares why earned media, brand trust, and clear positioning are now critical for showing up as “the answer” in both AI-driven results and real buyer conversations.The conversation explores how marketing has shifted from driving website traffic to building trust across multiple channels—many of which your audience already relies on before ever visiting your site. From niche communities to analyst reports to media coverage, brands must now take a more holistic approach to visibility.Clark and Robin also dig into what companies get wrong when hiring PR agencies. Too often, businesses look at PR as a box to check—without truly understanding their buyer, their positioning, or the level of participation required. Robin outlines the key red flags agencies look for, including unclear differentiation, lack of leadership buy-in, and the myth of the “dream publication” solving everything.-----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 — AI Search & The New Way Buyers Find Information0:55 — Why PR Is Back in a Big Way3:06 — Trust, Credibility, and AI-Driven Discovery5:41 — The Shift to Clickless Buyer Journeys6:53 — Where Buyers Actually Go for Research Today9:30 — How PR & Marketing Strategies Are Evolving14:43 — Red Flags When Hiring a PR Agency21:47 — When to Hire a PR Agency (And When Not To)27:56 — The “Dream Publication” Myth + What Really Works

  6. Feb 12

    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

  7. 12/04/2025

    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

  8. 11/06/2025

    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

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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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