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

The Agile Brand
The Agile Brand
  • 5.0 (36)
  • Marketing
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B2B marketing strategy grows ever more complex, with marketers needing to understand strategy, marketing technology, AI adoption approaches, 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. 3d ago ·  Video

    Optro CMO April Crichlow on the risks and rewards of brand transformation

    "Most leaders think of a rebrand as either a last-ditch effort to save a failing company or a massive, expensive vanity project. You just led one at a successful, growing company. What's the strategic imperative that makes that level of disruption and investment actually the smartest move a CMO can make? Agility requires not just adapting your marketing tactics to market shifts, but having the foresight and courage to transform your entire brand identity to meet where your customers are going. Today, we're going to talk about brand transformation. Specifically, what happens when your market, driven by forces like AI, evolves faster than your brand name. We'll get into the strategic thinking behind repositioning a successful company, not just for today's customers, but for the one that's rapidly taking shape for tomorrow. It's a discussion about making the case for massive investment and managing the delicate balance of bringing your current customers along while building a brand that captures the next generation of buyers. To help me discuss this topic, I'd like to welcome April Crichlow, CMO at Optro. April, welcome to the show!   About April Crichlow   April Crichlow is the Chief Marketing Officer at Optro. An experienced global B2B SaaS marketing leader, April oversees the marketing team and aims to accelerate the awareness of Optro's innovative solutions amidst continued rapid growth and international expansion. She has led global thought leadership and strategic partnerships on inclusive culture, women's equality, and sustainable supply chains, growing brand reputation with the United Nations, the New York Stock Exchange, AAPI networks, and Cannes Lions. April has also been honored by CRN's "Women of the Channel" and as a "Top 100 Ethnic Minority Executive" by EmPower, presented by the Financial Times and Yahoo Finance.   April Crichlow on LinkedIn: https://www.linkedin.com/in/aprilcrichlow/   ---------- Resources ----------    Optro:    The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703   Need to evaluate martech, AI, or CX platforms and don't know where to start? The Agile Brand Guide List is now in beta. We're building the most useful, free-to-use, and up-to-date way to assess what truly matters when evaluating platforms. See more here: https://aglbrnd.co/r/f76be3a33cc491bb  Reach your customers with Reddit. Spend $500 in ad spend, get $500 back in ad credit! Learn more: https://aglbrnd.co/r/491818c79fb1873f Chaser is the only Slack-native project management platform that helps teams turn messages into tracked tasks, automate follow-ups, and maintain team-wide visibility, without adopting another tool. Now integrated with Claude and other GenAI tools. Learn more at trychaser.com and use code AGILEBRAND for a 3-month free trial (normal trial is 14 days). Start building your own apps with Replit and get $20 off. Learn more: https://aglbrnd.co/r/93531742a7625a20    Follow B2B Agility on your favorite platform: https://aglbrnd.co/r/62e314ccb2d29c9e  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://aglbrnd.co/r/35ded3ccfb6716ba  Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com   Choosing a martech, adtech, or other platform? Check out The List by The Agile Brand Guide for our continuously-updated list of platforms and everything you need to know: https://list.agilebrandguide.com "

  2. 3d ago

    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.

    Introducing the Jordan Harbinger Show

  3. Oct 8

    Typeface CRO Jamie Garverick on the enterprise AI readiness gap

    Jamie Garverick, Chief Revenue Officer at Typeface, says 90% of marketing leaders believe their teams are ready for AI's impact on brand discovery — and that the confidence itself is the problem. Readiness is being measured by adoption, not by output. Agents are running and tools are installed, while teams stay siloed and strategies stay disconnected. Garverick on where the gap actually opens. Brand governance has to shape the work, not grade it. Typeface's Arc Graph is built as a live brand intelligence layer rather than a set of guidelines nobody opens — including for content made in tools the company doesn't control. Someone still has to own content no single person wrote. Accountability, decision rights, and guardrails change when a Fortune 500 brand compresses weeks of web experience development into minutes.   About Jamie Garverick   I'm a high growth revenue leader with more than 25 years of experience scaling cloud and AI native software companies and helping enterprise teams adopt new technology in ways that drive measurable business impact. Today, I serve as Chief Revenue Officer at Typeface, the Marketing Orchestration Engine for the world's leading brands. I work closely with CMOs and enterprise leaders as they move beyond isolated AI pilots and rethink how marketing operates across teams, workflows, data, and channels. Before Typeface, I served as Chief Revenue Officer at FullStory, where we transformed a PLG sales motion into the enterprise and international, scaling ARR from $30 million to more than $130 million. Earlier, I led North American sales at CallidusCloud, helping move the business to the cloud and scale ARR from $1 million to $300 million before its acquisition by SAP, where I ran a 400+ team. Throughout my career, the common thread has been helping companies translate major technology shifts into durable customer value and sustained growth. I live in Atlanta with wife and three children. Outside of work, I enjoy traveling, food and wine, and golf, with two holes-in-one to date!   Jamie Garverick on LinkedIn: https://www.linkedin.com/in/jamie-garverick-60136/   ---------- Resources ----------    Typeface: typeface.ai View the Typeface Signal report: https://www.typeface.ai/resources/reports/typeface-signal-report   The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703   The hardest part of martech right now is telling which tools are actually earning their keep. That's the question running through the MarTech Summit Boston agenda on October 27. We're attending MarTech Summit Boston on October 27 as a media partner. If you want to join, the code AGILE15 saves you 15%. https://aglbrnd.co/r/c70c250b8d52dff3  We're proud to be a media partner for #MAICON26 - Oct. 13-15! Learn how AI can power your marketing and business and help you grow smarter. Use code AGILE150 to save! https://aglbrnd.co/r/7fe458ced0f04658 Need to evaluate martech, AI, or CX platforms and don't know where to start? The Agile Brand Guide List is now in beta. We're building the most useful, free-to-use, and up-to-date way to assess what truly matters when evaluating platforms. See more here: https://aglbrnd.co/r/f76be3a33cc491bb  Reach your customers with Reddit. Spend $500 in ad spend, get $500 back in ad credit! Learn more: https://aglbrnd.co/r/491818c79fb1873f Chaser is the only Slack-native project management platform that helps teams turn messages into tracked tasks, automate follow-ups, and maintain team-wide visibility, without adopting another tool. Now integrated with Claude and other GenAI tools. Learn more at trychaser.com and use code AGILEBRAND for a 3-month free trial (normal trial is 14 days). Start building your own apps with Replit and get $20 off. Learn more: https://aglbrnd.co/r/93531742a7625a20   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://aglbrnd.co/r/35ded3ccfb6716ba  Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com   Choosing a martech, adtech, or other platform? Check out The List by The Agile Brand Guide for our continuously-updated list of platforms and everything you need to know: https://list.agilebrandguide.com

    Typeface CRO Jamie Garverick on the enterprise AI readiness gap

  4. Oct 1 ·  Video

    Smartling CEO Bryan Murphy on rewriting the rules for global GTM

    For decades, marketing and GTM leaders have lived by the rule that when it comes to global content, you can have it fast, you can have it cheap, or you can have it good—but you can only pick two. What if that fundamental law of business is no longer true? Agility requires meeting your global customers where they are, in their language, without sacrificing the speed your go-to-market teams need to win. This ability to deliver high-quality, localized experiences at scale and on time is no longer a luxury, but a competitive necessity. Today, we're going to talk about how AI is not just incrementally improving content localization, but fundamentally rewriting the rules for global go-to-market strategies. We'll explore how brands can now achieve speed, quality, *and* cost-efficiency in their global content, and what that means for everything from product launches to customer experience. To help me discuss this topic, I'd like to welcome Bryan Murphy, CEO at Smartling. Bryan, welcome to the show!   About Bryan Murphy   Bryan Murphy is CEO of Smartling, the leading AI translation platform trusted by global brands like British Airways, DoorDash, and Lyft. With a proven track record of scaling technology companies, Bryan brings over two decades of executive leadership experience in SaaS, e-commerce, and retail. Bryan's strategic vision and customer-centric approach have helped drive Smartling's global expansion and product excellence. Before joining Smartling, he held senior roles at companies like eBay and Serta Simmons. Bryan holds a Bachelor's degree in Business from Miami University.   Bryan Murphy on LinkedIn: https://www.linkedin.com/in/bryanmurphy2/   ---------- Resources ----------    Smartling:    The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703   The hardest part of martech right now is telling which tools are actually earning their keep. That's the question running through the MarTech Summit Boston agenda on October 27. We're attending MarTech Summit Boston on October 27 as a media partner. If you want to join, the code AGILE15 saves you 15%. https://aglbrnd.co/r/c70c250b8d52dff3  We're proud to be a media partner for #MAICON26 - Oct. 13-15! Learn how AI can power your marketing and business and help you grow smarter. Use code AGILE150 to save! https://aglbrnd.co/r/7fe458ced0f04658 Need to evaluate martech, AI, or CX platforms and don't know where to start? The Agile Brand Guide List is now in beta. We're building the most useful, free-to-use, and up-to-date way to assess what truly matters when evaluating platforms. See more here: https://aglbrnd.co/r/f76be3a33cc491bb  Reach your customers with Reddit. Spend $500 in ad spend, get $500 back in ad credit! Learn more: https://aglbrnd.co/r/491818c79fb1873f Chaser is the only Slack-native project management platform that helps teams turn messages into tracked tasks, automate follow-ups, and maintain team-wide visibility, without adopting another tool. Now integrated with Claude and other GenAI tools. Learn more at trychaser.com and use code AGILEBRAND for a 3-month free trial (normal trial is 14 days). Start building your own apps with Replit and get $20 off. Learn more: https://aglbrnd.co/r/93531742a7625a20    Follow B2B Agility on your favorite platform: https://aglbrnd.co/r/62e314ccb2d29c9e  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://aglbrnd.co/r/35ded3ccfb6716ba  Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com   Choosing a martech, adtech, or other platform? Check out The List by The Agile Brand Guide for our continuously-updated list of platforms and everything you need to know: https://list.agilebrandguide.com

    Smartling CEO Bryan Murphy on rewriting the rules for global GTM

  5. Sep 17

    Accelevents CEO Jonathan Kazarian on the data-rich aspect of events

    What if the most valuable part of your event isn't the event itself? Agility requires brands to see channels not just for what they are, but for what they can become. This is especially true for the events channel, which has transformed from a point-in-time logistical exercise into a continuous engine for data and community. Today, we're going to talk about the evolution of event marketing. In a world of hybrid experiences, the role of events has shifted from a standalone tactic to a strategic, data-rich channel that can drive the entire customer lifecycle. We'll explore how enterprise brands are moving beyond simply managing logistics to integrating event platforms into their core Martech stack, proving ROI, and building year-round community from what used to be a single moment in time. To help me discuss this topic, I'd like to welcome, Jonathan Kazarian, CEO & Founder at Accelevents.   About Jonathan Kazarian   Jonathan Kazarian is the CEO and founder of Accelevents, a leading event management platform that was recently recognized by Inc. 5000 as one of the top 100 fastest-growing private companies in America. At Accelevents, his visionary leadership and innovative approach have propelled the platform to the forefront of the event technology industry. With a keen focus on driving user engagement and redefining the event experience, Jonathan's strategic expertise has established Accelevents as a key player in transforming how events are created, marketed, and experienced globally. As an industry thought leader, Jon actively publishes insights on the events landscape and frequently speaks at industry events such as EventMB's Event Tech Innovation Summit, BizBash Live, and INBOUND.   Jonathan Kazarian on LinkedIn: https://www.linkedin.com/in/jkazarian/   ---------- Resources ----------    Accelevents: accelevents.com   We're proud to be a media partner for #MAICON26 - Oct. 13-15! Learn how AI can power your marketing and business and help you grow smarter. Use code AGILE150 to save! https://aglbrnd.co/r/7fe458ced0f04658 Reach your customers with Reddit. Spend $500 in ad spend, get $500 back in ad credit! Learn more: https://advertalize.com/r/491818c79fb1873f Chaser is the only Slack-native project management platform that helps teams turn messages into tracked tasks, automate follow-ups, and maintain team-wide visibility, without adopting another tool. Now integrated with Claude and other GenAI tools. Learn more at trychaser.com and use code AGILEBRAND for a 3-month free trial (normal trial is 14 days). The most influential minds in software, AI, and engineering leadership will be at WeAreDevelopers World Congress North America, September 23-25 in San Jose. Learn more: https://aglbrnd.co/r/60a7299222a7bcf1  Start building your own apps with Replit and get $20 off. Learn more: https://aglbrnd.co/r/93531742a7625a20 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3  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://aglbrnd.co/r/35ded3ccfb6716ba  Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

  6. Aug 27

    SearchStax CEO Sameer Maggon on the evolution of on-site search

    What if the most important part of your website navigation is the one most brands treat as an afterthought? Agility requires not only adapting your marketing messages, but also re-evaluating the fundamental ways customers interact with your digital properties. It means recognizing that established tools, like site navigation, may no longer meet the expectations of a new generation of users. Today, we're going to talk about the evolution of on-site search from a simple utility to a strategic, AI-powered content discovery engine. We'll explore how changing consumer expectations, particularly from younger demographics, are forcing brands to rethink digital experiences, and why the humble search bar may be the key to unlocking deeper engagement and building trust. To help me discuss this topic, I'd like to welcome, Sameer Maggon, Founder and CEO at SearchStax.   About Sameer Maggon   Sameer Maggon is the founder and CEO of SearchStax, the Search Experience Company. A lifelong builder, he has spent over 20 years driving search innovation — from building search infrastructure to creating an AI-powered platform that delivers modern search experiences. Known as a search craftsman, Sameer has built SearchStax into a global SaaS platform serving content-rich, regulated industries such as healthcare, higher education, financial services, and the public sector. Beyond his work, he enjoys exploring the outdoors with his family and mentoring engineers to become tomorrow's innovators and leaders. His conviction guides it all: Search is complex, search is hard — and worth solving.   Sameer Maggon on LinkedIn: https://www.linkedin.com/in/maggon/   ---------- Resources ----------    SearchStax: https://www.searchstax.com   We're proud to be a media partner for #MAICON26 - Oct. 13-15! Learn how AI can power your marketing and business and help you grow smarter. Use code AGILE150 to save! https://aglbrnd.co/r/7fe458ced0f04658 Reach your customers with Reddit. Spend $500 in ad spend, get $500 back in ad credit! Learn more: https://advertalize.com/r/491818c79fb1873f Chaser is the only Slack-native project management platform that helps teams turn messages into tracked tasks, automate follow-ups, and maintain team-wide visibility, without adopting another tool. Now integrated with Claude and other GenAI tools. Learn more at trychaser.com and use code AGILEBRAND for a 3-month free trial (normal trial is 14 days). The most influential minds in software, AI, and engineering leadership will be at WeAreDevelopers World Congress North America, September 23-25 in San Jose. Learn more: https://aglbrnd.co/r/60a7299222a7bcf1  Start building your own apps with Replit and get $20 off. Learn more: https://aglbrnd.co/r/93531742a7625a20    Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3  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://aglbrnd.co/r/35ded3ccfb6716ba  Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

  7. Aug 20

    Luma's Prince Boucher on building AI as a core capability, not just a pilot project

    With the rush to adopt generative AI, what's the greater risk for a large enterprise: the cost of inaction, or the cost of a poorly executed action? Agility requires more than just adopting new tools; it demands a fundamental shift in how teams learn, collaborate, and measure value in a rapidly changing landscape. Today, we're going to talk about what happens after the initial AI hype cycle. Many organizations have invested in powerful new platforms, but the real challenge isn't procurement—it's enablement. How do you move AI from a series of isolated pilot projects to a core capability that empowers your teams, enhances creativity, and drives measurable business outcomes without introducing unnecessary risk? To help me discuss this topic, I'd like to welcome, Prince Boucher, Director, Forward Deployed Creatives at Luma.    Prince Boucher on LinkedIn: https://Linkedin.com/in/princeboucher   ---------- Resources ----------    Luma: https://lumalabs.ai/   We're proud to be a media partner for #MAICON26 - Oct. 13-15! Learn how AI can power your marketing and business and help you grow smarter. Use code AGILE150 to save! https://aglbrnd.co/r/7fe458ced0f04658 Reach your customers with Reddit. Spend $500 in ad spend, get $500 back in ad credit! Learn more: https://advertalize.com/r/491818c79fb1873f Chaser is the only Slack-native project management platform that helps teams turn messages into tracked tasks, automate follow-ups, and maintain team-wide visibility, without adopting another tool. Now integrated with Claude and other GenAI tools. Learn more at trychaser.com and use code AGILEBRAND for a 3-month free trial (normal trial is 14 days). The most influential minds in software, AI, and engineering leadership will be at WeAreDevelopers World Congress North America, September 23-25 in San Jose. Learn more: https://aglbrnd.co/r/60a7299222a7bcf1  Start building your own apps with Replit and get $20 off. Learn more: https://aglbrnd.co/r/93531742a7625a20   Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3  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://aglbrnd.co/r/35ded3ccfb6716ba  Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

  8. Jan 13

    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

    Targeting B2B buyers like B2C consumers with Mark Connon, Bombora
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About

B2B marketing strategy grows ever more complex, with marketers needing to understand strategy, marketing technology, AI adoption approaches, 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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