Marketing in Progress

Gayle Kalvert
  • 5.0 (8)
  • 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. 19h ago

    The Fix: Episode 3 - The $1M retention opportunity hiding in your customer base

    Did you know your next growth opportunity is sitting with your customer base? In Episode 3 of Marketing in Progress: The Fix, Gayle Birkelund Kalvert and Kristin Allaben unpack why customer retention deserves more attention—and how investing in existing customer relationships can support business growth. From understanding the connection between net revenue retention and growth to exploring the $1M difference between two revenue scenarios, this episode gives marketing leaders a practical way to rethink what happens after the sale. They also share three questions to help identify customer needs, improve client engagement, and measure what’s working. In This Episode You'll Learn: Why companies often prioritize acquisition over retention—and what that imbalance could mean for growth.How stronger net revenue retention is associated with faster business growth.What the difference between 95% and 105% NRR could mean for a company with $10M in recurring revenue.Why retention protects revenue while expansion creates additional growth opportunities.How marketing can support customers through ongoing messaging, education, engagement, and community.Three questions to help identify customer needs, improve engagement, and measure retention efforts.Highlights: 00:00 — The $1M difference in recurring revenue 00:54 — Why customer retention deserves more attention 02:17 — The connection between net revenue retention and business growth 05:22 — What 95% vs. 105% NRR looks like 07:00 — Why marketing’s role doesn’t end after the sale 11:23 — Three questions to make customer retention more actionable Resources Mentioned: Gayle’s LinkedIn: https://www.linkedin.com/in/gaylekalvert/ Gayle’s Website:  www.gaylekalvert.com Kristin’s LinkedIn: https://www.linkedin.com/in/kristinallaben/ Visit the Marketing in Progress Website: https://www.creocollective.io/marketinginprogress-podcast Explore every episode, discover practical marketing insights, and access resources designed to help B2B marketers drive real business impact.

  2. Oct 27

    Do it scared: Five years of building Creo Collective

    Five years of building a business means learning lessons no playbook can teach you. In this special episode of Marketing in Progress, Kristin Allaben serves as host and interviews Gayle Birkelund Kalvert, founder and CEO of Creo Collective. Gayle shares how a layoff led her toward entrepreneurship, what she learned about building a financially sustainable business, and how she navigated the pressure of AI transforming B2B marketing. She also reflects on leading through uncertainty, asking for help, and finding the confidence to move forward without having all the answers. In This Episode You'll Learn:  Why building a sustainable business requires understanding profitability—not just revenue.How to respond when new technology changes your industry and challenges your business model.Why marketing leaders should focus on their strengths, and not get caught up in the availability of every new tool.How optimism, self-compassion, and recognizing your own progress can help you navigate difficult seasons.Why asking questions and surrounding yourself with people who teach you makes you a stronger leader.Why you don't have to feel ready to take the next step— just do it scared.Highlights: (00:00) Confidence comes from being comfortable not knowing everything (01:15) From a layoff to building Creo Collective (03:59) The business lesson Gayle had to learn the hard way (06:35) Facing the arrival of AI and the pressure to adapt (08:51) Advice for overwhelmed B2B marketing leaders (12:58) Gayle’s biggest lesson: Do it scared Resources Mentioned: Gayle’s LinkedIn: https://www.linkedin.com/in/gaylekalvert/ Gayle’s Website:  www.gaylekalvert.com Kristin’s LinkedIn: https://www.linkedin.com/in/kristinallaben/ Visit the Marketing in Progress Website: https://www.creocollective.io/marketinginprogress-podcast Explore every episode, discover practical marketing insights, and access resources designed to help B2B marketers drive real business impact.

  3. Oct 20

    How AI is reshaping B2B marketing — without losing the human side

    AI is changing B2B marketing faster than many teams expected. But adopting more tools isn’t the same as building a smarter marketing organization. In this episode of Marketing in Progress, Gayle Kalvert talks with Ray Wizbowski, Chief Marketing Officer at ECI Software Solutions, about how AI is reshaping go-to-market strategy, marketing teams, and the way businesses drive growth. Ray shares why AI works best when it builds on industry expertise, solves a clearly defined problem, and has the right data behind it. He also explains why people and process need to come before technology—and why the ultimate goal of AI should be to give people more time for the work only humans can do. In This Episode You'll Learn:  How AI and agentic processes are changing B2B go-to-market strategy.Why industry knowledge makes AI more relevant and useful.How to identify the problem before investing in an AI tool.Why data quality and process are essential to getting better AI insights.How to evaluate AI tools through real-world testing.Why people and process should come before technology—and how AI can free teams to focus on human connection.Highlights: 00:00 — How AI has moved beyond content creation to help identify market signals and reshape go-to-market strategy. 05:03 — How AI is changing the skills and mindset marketing leaders need on their teams. 08:34 — Why industry expertise is essential to training AI to understand customers, markets, and their language. 10:45 — Why teams should identify the problem they need to solve and assess their data before adding AI. 13:15 — How Ray evaluates AI tools through trials and tests rather than relying on vendor promises. 27:11 — How AI can reduce administrative work so people can focus on relationships, customer conversations, and closing business. Resources Mentioned: Guest: Ray Wizbowski, Chief Marketing Officer at ECI Software Solutions LinkedIn: https://www.linkedin.com/in/raywizbowski/ Website: https://www.ecisolutions.com/people/ray-wizbowski/ Host: Gayle Kalvert LinkedIn: https://www.linkedin.com/in/gaylekalvert/ Website: https://www.gaylekalvert.com/ Visit the Marketing in Progress Website: https://www.creocollective.io/marketinginprogress-podcast Explore every episode, discover practical marketing insights, and access resources designed to help B2B marketers drive real business impact.

  4. Oct 13

    The Shortcut: AI can amplify your content—But it can't replace strategy

    AI can create content faster. But faster doesn't always mean better. In this episode of The Shortcut, Gayle Kalvert and Kristin Allaben unpack the difference between content strategy and content creation—and why getting the strategy right has to come first. AI will amplify whatever you give it. If you hand it a strong idea? Great. But if you give it a bad one? It just gets worse faster. In This Episode You'll Learn:  Why content strategy is bigger than simply creating contentHow consistent messaging helps your audience recognize and remember your brandWhy AI still needs human judgment, strategy, and a writer's brainHighlights: 00:41 — Kristin breaks down what content strategy really means and why every asset should ladder back to a consistent message. 01:29 — Why testing different messaging angles helps marketers understand what actually resonates. 01:53 — Kristin explains why AI can amplify great content—but you still need strategic thinking and a human editor. Resources Mentioned: Gayle’s LinkedIn: https://www.linkedin.com/in/gaylekalvert/ Gayle’s Website:  www.gaylekalvert.com Kristin’s LinkedIn: https://www.linkedin.com/in/kristinallaben/ Visit the Marketing in Progress Website: https://www.creocollective.io/marketinginprogress-podcast Explore every episode, discover practical marketing insights, and access resources designed to help B2B marketers drive real business impact.

  5. Oct 6

    How to Turn Bold Ideas into Real Results

    What happens when a B2B marketing team decides to take a “bonkers” idea seriously? In this episode of Marketing in Progress, Gayle Kalvert talks with Keelia Estrada Moeller, Marketing Content Specialist at Broadcom Software’s Mainframe Division, about the creative thinking behind Big Iron Bits—a mockumentary series that brought humor, relatability, and real industry challenges into B2B marketing. Keelia shares how the team turned an unconventional idea into a full campaign, how they brought SMEs and leadership into the process, why the series was designed as an awareness and engagement play rather than a sales tool, and what the campaign’s results taught the team about creating B2B content people actually want to watch. Because sometimes the idea that feels a little too bold is the one worth pursuing. In This Episode You'll Learn:  Why pushing beyond the usual B2B content formula can help marketers find a meaningful differentiatorHow Big Iron Bits used humor, relatable characters, and real technical topics to make the mainframe world more accessibleWhy bringing SMEs and key stakeholders into the initial brainstorm can build trust and make the review process smootherHow approaching content as an awareness and engagement tool—not simply a sales or lead-generation tool—can create more room for creativityHow the Big Iron Bits campaign generated 94M impressions, 57M video views, and 2M clicks across seven channelsWhy marketers should trust their expertise, communicate consistently, and have the confidence to speak up when they have a new ideaHighlights: 00:00 — No B2B idea is too bold 01:31 — How Big Iron Bits brought mainframe marketing to life 08:43 — Bring SMEs into the initial brainstorm 13:13 — Awareness and engagement over lead generation 16:23 — 94M impressions and 57M video views 21:15 — Lean into the crazy and find your differentiator Resources Mentioned: Guest: Keelia Estrada Moeller Marketing Content Specialist, Broadcom Software — Mainframe Division LinkedIn: https://www.linkedin.com/in/keelia-estrada-moeller-b82b44139/ Big Iron Bits: https://www.youtube.com/playlist?list=PLs7CDYopP0TCzJzIo2Iy_u5RZrqA3579o Host: Gayle Kalvert Founder & CEO, Creo Collective LinkedIn: https://www.linkedin.com/in/gaylekalvert/ Website: www.gaylekalvert.com Visit the Marketing in Progress Website: https://www.creocollective.io/marketinginprogress-podcast Explore every episode, discover practical marketing insights, and access resources designed to help B2B marketers drive real business impact.

  6. Sep 29

    Focus, Systems & AI: How Marketers Can Grow Without Doing Everything

    What drives growth when marketers are dealing with limited resources, more channels, and an overwhelming number of AI tools? For Cahill Camden, the answer starts with focus. In this episode of Marketing in Progress, Cahill shares lessons from his experience as a CMO in high-growth crypto and fintech companies and how those lessons still apply in today’s AI-driven marketing environment. We talk about choosing one or two channels, systematizing repetitive work, making an impact with small teams, learning through communities, and using AI and automation without letting technology dictate the strategy. Because sometimes the challenge isn’t figuring out what else to do. It’s deciding what deserves your focus. In This Episode You'll Learn:  Why focus should come before adding more channels, tactics, or toolsHow to choose one or two channels and give them enough time to generate meaningful feedbackWhy systematizing repetitive marketing work creates more room for strategic thinkingHow small teams can use time, systems, automation, and AI to make a bigger impactWhy community and asking questions can help marketers learn fasterWhy creating more AI-generated content isn’t necessarily the answer—and where AI, systems, and automation can actually helpHighlights: 04:50 — Focus before you systematize 05:42 — Go deep on one or two channels 09:44 — You have time or you have money 10:17 — Leverage systems, automation, and AI 12:42 — Learn through community 15:01 — The content problem in an AI-driven market Resources Mentioned: Guest: Cahill Camden Founder & CEO, Digital Vision and Novacast.ai LinkedIn: https://www.linkedin.com/in/cahillcamden/ Host: Gayle Kalvert Founder & CEO, Creo Collective LinkedIn: https://www.linkedin.com/in/gaylekalvert/ Website: www.gaylekalvert.com Visit the Marketing in Progress Website: https://www.creocollective.io/marketinginprogress-podcast Explore every episode, discover practical marketing insights, and access resources designed to help B2B marketers drive real business impact.

  7. Sep 22

    Experiential Marketing: Good Vibes, Real ROI

    Experiential marketing can create memorable moments, but how do you ensure those moments actually drive business results? In this episode of Marketing in Progress, Gayle Kalvert talks with Sam Eitzen, CEO & Co-Founder of SnapBar, about what makes experiential marketing work, how to measure it, and why the best event experiences start with understanding your audience and your business goals. From a veterinary conference activation that engaged roughly 9,000 of 12,000 attendees to the importance of connecting events to sales and longer-term campaigns, Sam shares practical lessons on creating experiences that people remember, and that marketers can actually measure. In This Episode You'll Learn:  Why experiential marketing creates a different kind of engagement than traditional, passive marketingHow to measure experiential marketing through engagement, lead data, and brand reachWhy copying another brand’s successful activation can backfireHow knowing your audience and end goal can shape a more effective experienceHow SnapBar generated roughly 9,000 engagements at a 12,000-person veterinary conferenceWhy events should be connected to sales, pipeline, and a longer-term campaign, not treated as one-off activitiesHighlights: 00:00 — Why experiential marketing is more memorable 06:43 — Measuring the ROI of experiential marketing 10:11 — Don’t copy and paste another event’s idea 12:07 — The 9,000-person engagement example 19:05 — What actually gets buyers to stop? 22:11 — Turn your event into a campaign Resources Mentioned: Sam Eitzen LinkedIn: https://www.linkedin.com/in/sam-eitzen/ Website: www.snapbar.com Gayle Kalvert: LinkedIn: https://www.linkedin.com/in/gaylekalvert/ Website: www.gaylekalvert.com Visit the Marketing in Progress Website: https://www.creocollective.io/marketinginprogress-podcast Explore every episode, discover practical marketing insights, and access resources designed to help B2B marketers drive real business impact.

  8. Sep 15

    The Fix: Episode 2 - Stop Treating Events Like One-Offs

    Your event is one day. Your campaign shouldn’t be. In Episode 2 of Marketing in Progress: The Fix, Gayle Kalvert and Kristin Allaben unpack why marketers need to stop treating events as one-off moments and start treating them as campaigns. From setting the right goals and aligning sales and marketing to planning content before, during, and after the event—and measuring what actually matters—this episode gives you one practical fix for getting more ROI from your event investment. In This Episode You'll Learn:  Why events should be treated as 3–12 month campaigns, not one-day activities.How to define the business objective and target accounts before the event.Why sales and marketing alignment needs to happen before anyone gets to the show floor.How to plan messaging and content before, during, and after the event.Why post-event follow-up needs to be personalized and coordinated, not automated and forgotten.How to measure pipeline influence, new relationships, opportunity acceleration, and other meaningful outcomes instead of relying on attendance or badge scans.Highlights: 00:00 — The problem with treating events as one-offs 04:00 — Start with the business objective 07:22 — Plan the messaging before the event 09:59 — The event isn't over when everyone goes home 12:05 — Attribution helps defend the marketing investment 14:09 — Measure the job the event was meant to do Resources Mentioned: Gayle’s LinkedIn: https://www.linkedin.com/in/gaylekalvert/ Gayle’s Website:  www.gaylekalvert.com Kristin’s LinkedIn: https://www.linkedin.com/in/kristinallaben/ Visit the Marketing in Progress Website: https://www.creocollective.io/marketinginprogress-podcast Explore every episode, discover practical marketing insights, and access resources designed to help B2B marketers drive real business impact.

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Ratings & Reviews

5
out of 5
8 Ratings

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
    56
  • Rating
    Clean
  • Copyright
    © 2026 Marketing in Progress
  • Show Website
    Marketing in Progress