Back on T-R-A-C-K

MKG Marketing Inc
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Back on T-R-A-C-K (formerly Tea Time with Tech Marketing Leaders) is where founders learn how to build a true marketing growth engine — one that runs smoothly, scales sustainably, and supports the business you actually want to lead. After hundreds of conversations with marketing leaders on Tea Time, one truth kept surfacing: too many founders are stuck chasing what’s shiny and new instead of strengthening the systems that create consistent, compounding growth. Back on T-R-A-C-K is your reset. Join me and a lineup of fractional marketing leaders and founders who’ve paved the way — or are finding it in real time — as we share honest stories, practical strategies, and proven frameworks to help you get clarity, build momentum, and stay the course. Because growth doesn’t come from doing more — it comes from getting back on track.

  1. 6d ago

    Larry Long Jr. on Is Cold Calling Dead? Modern Outreach Strategies

    In this episode of Back on T-R-A-C-K, host Kerry Guard sits down with Larry Long Jr., CEO and "Chief Energy Officer" at Larry Long Jr. Enterprises, to dive into the evolution of B2B sales outreach and examine whether cold calling is truly dead in today's digital landscape. Together, they break down how modern sales professionals can transition away from transactional, high-volume dialing toward intentional, relationship-driven connections. Key Takeaways Evolution of Cold Outreach: High-volume "ice-cold" calling (150+ dials a day) yields diminishing returns; today's successful outreach relies on pre-warmed connections, multi-touch strategies, and personalized research.The "Brand of You": Sales professionals must build an active personal brand and online presence—especially on LinkedIn—so prospects recognize and trust them before a call occurs.Customization at Scale: Instead of generic mass outreach, target top-tier accounts with deep personalization (e.g., referencing specific past content or local connections) while maintaining structured CRM follow-ups.Sales and Marketing Alignment: Modern outreach requires a unified Account-Based Experience (ABX) approach where sales, marketing, and customer success collaborate on hyper-targeted strategies.Creative Direct Outreach: Standout tactics like localized gift boxes, personalized physical items, and active community engagement consistently outperform generic sales pitches.

    Larry Long Jr. on Is Cold Calling Dead? Modern Outreach Strategies

  2. Sep 2

    Rachael Woods on The Science of Marketing Infrastructure

    In this episode of Back on T-R-A-C-K, host Kerry Guard sits down with Rachael Woods, founder of Woods MarCom, to explore how a background in science shapes a structured, data-driven approach to marketing strategy. Drawing from her transition from chemistry to corporate marketing and agency ownership, Rachael shares practical ways to build reliable marketing infrastructure, measure true acquisition costs, and avoid common operational traps. What We Dive Into: The Scientific Approach to Marketing: How Rachel’s background in chemistry and pre-med informs her methodology for testing, analyzing, and optimizing marketing systems.The Agency Owner’s Balancing Act: Overcoming the "triple product" struggle—balancing client deliverables, back-office operations, and marketing your own business.Audience Intelligence Beyond Demographics: Moving past basic age and gender data by using tools like SparkToro to uncover qualitative insights, media habits, and strategic partnership opportunities.Campaign Patience & Learning Phases: Why constantly turning marketing channels on and off harms results, and how long platforms like Google Ads actually need to optimize.Scrappy, High-Impact Tracking Tactics: How non-tech heavy solutions—like CallRail for trackable phone numbers and vanity URLs—bridge the gap between initial clicks and real conversions.Dashboards vs. Data Storytelling: How to use aggregated dashboards to present clear ROI to executives without losing sight of the deeper, trend-level data required for smart decision-making.Fixing the Digital Infrastructure First: Why optimizing your core website user experience and conversion funnel is essential before spending budget on paid campaigns.

    Rachael Woods on The Science of Marketing Infrastructure

  3. Aug 26

    Nathan Burke on Rethinking PLG and Brand Building in Cybersecurity

    Product-led growth (PLG) in enterprise cybersecurity rarely follows the traditional B2B playbook. Rather than using self-serve trials to adopt software independently, security practitioners often use frictionless trials simply to validate marketing claims before requesting a guided demo. True growth requires combining a streamlined product validation flow with a bold, distinct brand identity that breaks through industry noise. What We Dive Into: The Reality of PLG in Cybersecurity: Why traditional, unguided self-serve flows fail in high-trust, complex environments—and why trials often act as "claim validation" rather than hands-on adoption.The "Guided Trial" Motion: How repositioning the sales role from traditional selling to technical enablement helps buyers save time and navigate complex setup requirements.Middle-of-Funnel Conversion Tools: How interactive product tours (using tools like Navattic) bridge the gap between initial brand awareness and trial sign-ups for modern, low-attention buyers.Building a Defensible Brand: The strategic process of condensing a company's core value into a simple, defensible message (e.g., "Controlling Complexity").Human-Centered Campaign Strategy: How partnering with non-traditional figures like Simone Biles elevated brand recall far beyond standard cybersecurity tropes ("hackers in hoodies").

    Nathan Burke on Rethinking PLG and Brand Building in Cybersecurity

  4. Aug 20

    Heidi Ramich On How Communication Drives Growth

    The traditional B2B marketing funnel is officially broken. Joined by guest Heidi Ramich on Tea Time with Tech Marketing Leaders, host Kerry Guard explores why modern customer journeys look less like a straight line and more like a Jackson Pollock painting—and what smart marketing teams are doing about it. In a landscape where buying decisions are driven by entire committees rather than solo decision-makers, Heidi outlines the playbook for transitioning from vanity lead counts to true account-centric strategies. What we dive into: Mapping the Non-Linear Path: Ditch outdated funnel models for an account-centric (ABX) approach designed to earn trust across complex buying groups.Smart Data & Tech: Use AI and predictive insights to spot accounts ready for change, focusing on buyer engagement clusters rather than isolated MQLs.Unified Revenue Teams: Why sales and marketing need to play like a single team, delivering strategic "air cover" during the quiet phases of the sales cycle.Metrics That Actually Matter: Shift your focus to long-term brand awareness, short-list placements, and high-intent actions—leaving open rates in the past.

    Heidi Ramich On How Communication Drives Growth

  5. Aug 12

    Annette Reed on the Power of Operations and Your Ability to Scale

    How do you streamline marketing, maintain content quality, and scale global campaigns when resources are tight? In this episode of Tea Time with Tech Marketing Leaders, host Kerry Guard chats with Annette Reed (Senior Director, Global Campaigns & Demand Gen at SentinelOne). Together, they break down: • Operationalizing Marketing: Why SOPs, documentation, and processes actually make you faster, not slower.• Doing More with Less: Practical ways to repurpose webinars, events, and content globally.• Cross-Functional Alignment: How to effectively manage global teams, translations, and cross-time-zone collaboration.• Tech Stack Best Practices: Making the most of tools like Asana and Slack without tool fatigue. Grab your cup of tea and tune in for actionable operational insights!

    Annette Reed on the Power of Operations and Your Ability to Scale

  6. Aug 5

    Ashish Malpani on Why Perspective Matters More Than Precision

    Marketing leaders are caught in a classic trap: assuming AI is a shortcut to outputting endless content and automating whole campaigns. But pumping out more noise doesn’t build market presence—it just creates clutter. The reality? AI hasn't made marketing easier or faster; it’s raised the bar for what great execution looks like. In this episode, we sit down with Ashish Malpani explore what it actually takes to operationalize an AI-native product marketing strategy—one that pairs automated scale with irreplaceable human strategy. What We Dive Into: Extracting Market Signals: Moving past content noise to capture high-value market shifts, industry vulnerabilities, and buyer trends using AI.The 4-Part Marketing Architecture: How to structure your GTM workflow around four key pillars: Signal Capture, Strategic Judgment, Production Engine, and Pipeline Measurement.The "Human-in-the-Loop" Mandate: Why automated tools fail without human direction, and how leaders maintain a distinct brand voice in a commoditized landscape.Designing for Modern Buyers (and Bots): Adapting to buyer-led research by optimizing your web presence for both human decision-makers and AI research agents.If you’re trying to navigate the shift from traditional marketing to an AI-driven engine without sacrificing strategy, this conversation delivers the modern playbook.

    Ashish Malpani on Why Perspective Matters More Than Precision

  7. Jul 29

    Bethany Ibarra on Why Pipeline is a Process

    Most revenue leaders are convinced that hitting predictable targets requires overly complex scoring systems, endless qualification criteria, and a hyper-linear executive playbook. They mistake administrative clutter for actual pipeline control. The truth? Complexity is the enemy of execution. In this episode of Back On T-R-A-C-K, Bethany Ibarra joins the show to break down how to strip away the noise in your revenue engine and build a scalable, repeatable growth model rooted in extreme clarity. Here is what we cover in this conversation: The "Jungle Gym" Career Advantage: How taking lateral risks and collecting non-linear experience builds a far more resilient, adaptable executive leader.Radical Simplification of Your ICP: Why reducing lead qualification down to a lean, 3-part framework (Financial, Timing, and PMF) accelerates deal momentum.CRM-Driven Accountability: Operationalizing your pipeline strategy into everyday dashboards so finite resources are never wasted on low-probability deals.If your team is drowning in bloated processes and unclear priorities, this episode is your blueprint for resetting your go-to-market engine.

    Bethany Ibarra on Why Pipeline is a Process

  8. Jul 29

    Chloe Addis on Scaling Global Demand Gen Across Markets and Languages

    In this episode of Back on T-R-A-C-K, I sit down with Chloe Addis, Head of Marketing at Headley Media and Co-Host of B2B Marketers: Off The Record, to map out how to scale a highly personalized, multilingual demand-gen architecture.   We dive into: • The Multi-Brand Playbook: Managing audience trust and data compliance across 7 tech verticals and 32 languages. • The Corporate Media Shift: Why Headley Media launched their own podcast, what they’ve learned two months in, and how they expect it to drive down-funnel sales alignment. • The Linnworks and Zendbox Blueprint: What partner marketing with retail giants like Amazon teaches you about modern B2B positioning.   Stop guessing your way through international expansion. It’s time to learn how an elite media builder structures her own growth engine.

    Chloe Addis on Scaling Global Demand Gen Across Markets and Languages
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About

Back on T-R-A-C-K (formerly Tea Time with Tech Marketing Leaders) is where founders learn how to build a true marketing growth engine — one that runs smoothly, scales sustainably, and supports the business you actually want to lead. After hundreds of conversations with marketing leaders on Tea Time, one truth kept surfacing: too many founders are stuck chasing what’s shiny and new instead of strengthening the systems that create consistent, compounding growth. Back on T-R-A-C-K is your reset. Join me and a lineup of fractional marketing leaders and founders who’ve paved the way — or are finding it in real time — as we share honest stories, practical strategies, and proven frameworks to help you get clarity, build momentum, and stay the course. Because growth doesn’t come from doing more — it comes from getting back on track.

Information

  • Creator
    MKG Marketing Inc
  • Years Active
    2025 - 2026
  • Episodes
    239
  • Rating
    Explicit
  • Copyright
    © MKG Marketing Inc
  • Show Website
    Back on T-R-A-C-K