B2B No Bull

Liz Brohan
  • 5.0 (2)
  • MARKETING
  • UPDATED BIWEEKLY

Conversations about marketing communications for B2B marketers.

  1. Innovate Now: Because Your Competition Isn’t

    1D AGO

    Innovate Now: Because Your Competition Isn’t

    In this episode of B2B, No Bull, hosts Liz Brohan and her brother Mark Brohan are joined by innovation veteran Richard Guha, whose 45+ year career spans four continents, multiple C-suite roles, startups, boardrooms, and classrooms. Together, they unpack a hard truth: most companies don’t struggle with innovation because they lack ideas—they struggle because they don’t understand the real problems worth solving. Richard challenges the myth that innovation is about big brainstorming sessions, flashy product launches, or chasing the latest technology. Instead, he argues innovation is a diagnostic discipline rooted in listening deeply to customers, understanding unmet needs, and applying technology as an enabler—not the driver. Through vivid examples from energy, manufacturing, CPG, software, and retail, he shows how breakthrough ideas often emerge from customer pain points, adjacent industries, and overlooked byproducts. The conversation explores why large organizations resist innovation, how culture and leadership signals can either unlock or kill new ideas, and why innovation must be team-driven and top-down. Richard also draws sharp distinctions between innovation and entrepreneurship, emphasizing that sustainable growth comes from curiosity, data, and constant engagement with the market. This episode is a masterclass in practical, human-centered innovation for B2B leaders. Resources & References Mentioned ASML – Semiconductor manufacturing leader spun out of Philips3M & the McKnight Principles – A long-standing model for corporate innovation cultureWayfair – Example of leadership staying close to customer insight through call-center engagementHighlight Quotes “Innovation isn’t a brainstorming exercise—it’s a diagnostic process rooted in understanding real customer pain.”“Technology should never drive the idea. The need comes first; technology simply enables it.”

    43 min
  2. Storytelling Still Sells: Why Marketers Need to Get Back to the Basics in the Age of AI

    FEB 3

    Storytelling Still Sells: Why Marketers Need to Get Back to the Basics in the Age of AI

    In this solo episode of B2B, No Bull, host Liz Brohan welcomes Lindsay Young, President of 3 Aspens Marketing, for a deep dive into why storytelling still matters in B2B—especially in an AI-saturated world. Liz and Lindsay unpack how SEO-driven content and automation have slowly drained the soul from B2B marketing, replacing human insight with keyword-stuffed noise. While AI can accelerate workflows, Lindsay argues it should never replace thinking, empathy, or original insight. At its best, storytelling helps prospects see themselves in the narrative—reflecting their real pains, messy processes, and hard-won wins. The conversation explores how brands can reinvigorate storytelling through customer interviews, frontline sales insights, and original research. Lindsay shares practical advice on choosing quality over quantity, making long-form content worth the reader’s time, and repurposing “evergreen” stories across marketing, PR, and sales enablement. A standout theme is embracing the “messy middle” of customer journeys—being transparent about challenges rather than polishing everything to perfection. The episode closes with a fast-paced “Bull or Noble” segment tackling hot takes on AI, authenticity, long-form content, and whether storytelling really works in B2B (spoiler: it does). This episode is a reminder that even in a tech-driven era, great B2B marketing still starts—and ends—with humans.   🔗 Resource Links / Reference Materials Harvard Business Review – Storytelling That Moves People https://hbr.org/2014/06/storytelling-that-moves-people Content Marketing Institute – B2B Storytelling Best Practices https://contentmarketinginstitute.com/articles/b2b-storytelling/ Edelman Trust Barometer (for credibility, research, and authenticity insights) https://www.edelman.com/trust-barometer   Highlight Quotes “AI can speed up marketing—but it can’t replace thinking, empathy, or a story worth telling.” “Nobody ever read a white paper that changed their life. Storytelling works when people see themselves in it.” “B2B buyers aren’t afraid of complexity—they’re afraid of surprises. Show them the messy middle.”

    34 min

  3. JAN 20

    The Buyer Asked, You Didn’t Answer: Fixing the B2B Black Hole

    In this episode of B2B No Bull, Liz and Mark Brohan dive headfirst into the “black hole of marketing” with returning guest Cindy Greenglass, President of Livingston Consulting Strategies. The conversation tackles one of the most urgent challenges facing B2B marketers today: how buyers get answers in an AI-driven world—and what happens when your brand isn’t part of those answers. The group introduces answer marketing and answer optimization, clearly distinguishing them from traditional SEO. While search delivers lists and rankings, answer optimization delivers recommendations—exactly what modern buyers expect from generative AI tools. As Cindy explains, SEO isn’t going away, but it’s no longer enough on its own. The discussion explores how marketers can anticipate buyer questions by mining internal data from customer service, sales conversations, events, and chat logs, then using AI prompts to uncover the questions buyers haven’t even articulated yet. The episode also covers the rise of AI agents, proprietary “walled garden” data, and why answer marketing is becoming a true source of competitive differentiation. The key takeaway: B2B marketers must stop pushing content and start engineering answers—or risk disappearing into the black hole. 🔗 Resources & References Mentioned Andy Crestodina (Orbit Media) – AI for B2B Content & Lead Generation + Prompt LibrariesOrbit Media Blog – Practical guidance on AI, content, and digital strategyGoogle Gemini / Generative AI Search Tools – Examples of answer-driven discoveryHighlight Quotes “Search gives you a list. Answer optimization gives you a recommendation—and that’s what buyers want now.”“If AI is answering your buyer’s questions and your brand isn’t part of the answer, you’re already behind.”“The future of B2B marketing isn’t more content—it’s better answers, powered by better prompts.”

    32 min

  4. JAN 6

    The Evolution of PR: From Earned Media to Perceived Value

    In this episode of B2B No Bull, Liz and Mark Brohan dive into the ever-evolving world of public relations in B2B marketing with veteran PR leader Randy Pitzer, who has spent over three decades shaping communications for major global brands. Randy explains how PR still leads the pack in credibility thanks to third-party validation — something advertising can’t replicate — even as digital channels and AI reshape how stories are told and amplified. The conversation explores the growing confusion between paid vs. earned media, the fading art of pitching journalists with real news value, and the need for PR pros to measure impact more meaningfully. Randy also shares powerful stories where editorial coverage directly led to multimillion-dollar deals, proving PR’s role in driving business outcomes — not just brand awareness. They discuss PR’s place inside the modern marketing mix, why simple storytelling beats jargon every time, and how AI may enhance research and execution but can’t replace true relationship-building. Randy’s closing takeaway? PR’s core mission hasn’t changed: tell compelling, credible stories — clearly and honestly. This episode is a must-listen for CMOs, PR leaders, and B2B marketers seeking to sharpen their credibility engine and reconnect PR activity to real-world value.   3 Resources or References Mentioned Edelman Trust Barometer (measuring trust in institutions and brands)University of Missouri School of Journalism (Randy’s journalism foundation)Aviation Week (example of high-impact industry editorial coverage)  Three Highlight Quotes “Earned media is the credibility engine. A real article from a trusted source is worth more than a hundred ads — because someone else is telling your story.”“AI may help write and research PR — but it can’t build relationships or convince a journalist your story matters. That human role isn’t going away.”“Keep it simple. Tell a real story. If people can’t understand what you do in one sentence, PR — and sales — will never work.”

    35 min

  5. 12/09/2025

    Leverage Astrology to Your Benefit in Business

    In this eye-opening episode of B2B No Bull, Liz and Mark welcome an unexpected but powerful ally for marketers: financial astrologer and former commodities expert Susan Gidel of Susan G Says. Susan blends her backgrounds in ag-econ, futures markets, and marketing with deep astrological expertise to help B2B professionals make smarter, better-timed decisions. Susan breaks down how planetary movements—especially Mercury retrograde and the Moon’s shifting signs—affect communication, timing, creativity, and emotional resonance in marketing. She explains why Mercury retrograde isn’t a disaster, but a period ideal for review, relaunching, and reconnecting. She also discusses how the Moon’s sign can dramatically influence email open rates, sharing a real client test that saw an 86% lift in subject line performance simply by aligning with lunar energy. Listeners learn how corporations can use astrology through company birth charts, annual planning aligned with planetary transits, and team-building through elemental strengths (fire, earth, air, water). With younger generations already embracing astrology in their financial and career decisions, Susan encourages marketers to see astrology as an additional, data-informed lens—one that can provide a competitive edge, improve timing, and strengthen team dynamics. Resources / References Mentioned Mercury Retrograde Calendars – via astrology apps (e.g., TimePassages, Co–Star, or similar).Moon Void-of-Course Trackers – astrology apps and calendars used to schedule or avoid key work.Farmer’s Almanac – historical reference to agricultural timing and weather prediction.Highlight Quotes “Ignore the moon and you’re leaving open rates on the table.”“Mercury retrograde isn’t a crisis — it’s your chance to review, relaunch, and reconnect.”“Astrology is just another set of metrics to help marketers make smarter, better-timed decisions.”

    34 min

  6. 11/25/2025

    From Rearview to Radar: The New Rules of Market Research

    In this fast-paced episode, Liz and Mark sit down with Patricia Velasquez, B2B Strategy & Insights Lead at Google, to unpack how AI, automation, and real-time data are rewriting the rules of market research. Patricia explains why traditional surveys and quarterly decks—once the backbone of insight-gathering—are now the rear-view mirror in a market moving too quickly for backward-looking analysis. She reveals three forces reshaping B2B research today: AI-powered insight tools, synthetic panels, and multimodal signals (voice, visual, behavioral). Together, they shift organizations from “ask and wait” to “observe and adapt.” Patricia offers a practical starting playbook for mid-size companies: instrument digital touchpoints, use AI-enhanced platforms already available, and operate in fast, agile learning loops. The conversation also digs into the emotional side of B2B buying—how trust, confidence, and human validation matter more than ever. Patricia shares a look at emerging frontiers like intent-based targeting, AI co-pilots, and agentic research that proactively surfaces insights and strengthens storytelling. Her final message: treat research as a living system, not a static report. Learn faster than the market, stay curious, and use AI as a force multiplier—never a replacement for human judgment.   Resources Mentioned Think with Google (industry insights & research)Google Trends (real-time search behavior)LinkedIn – Patricia Velasquez (connect with the guest)

    30 min

  7. 11/11/2025

    Part Two: Agentic AI for Marketers 101 — Handing Over the Steering Wheel

    In this episode of B2B No Bull, hosts Liz and Mark Brohan welcome back Scot Wingo, co-founder of ChannelAdvisor and CEO of RefyBuy, for a deep dive into the implementation side of agentic AI. Building on their last discussion, Scot explains how marketers can move from internal automation to “outside-in” strategies that help their products get discovered and purchased through AI-driven commerce engines like ChatGPT, Perplexity, Microsoft Copilot, and Google Gemini. Scot outlines practical steps B2B marketers can take now — from unblocking AI crawlers to optimizing product detail pages and leveraging deep content for LLMs — all to ensure their products appear in next-generation search. He stresses that marketers already possess the tools they need, but time is short: within six months, AI-driven traffic could rival or replace traditional SEO. The conversation covers monitoring product visibility, avoiding data-blocking missteps, and why the next evolution of B2B marketing blends technology, transparency, and human creativity. Resources Mentioned: Microsoft CopilotGemini by GooglePerplexity AITweet-Length Highlights: “Don’t block the bots — blocking AI crawlers today is like blocking Google in 2005.” — Scot Wingo“Agentic AI won’t end agencies — it’ll just make them smarter, smaller, and faster.” — Scot Wingo“Marketers already have the tools. The trick is to use them before AI traffic leaves you behind.” — Liz Brohan

    33 min

  8. 10/28/2025

    Part One: Agentic AI for Marketers 101 — Why Your Chatbot Isn’t Enough

    In this fast-paced episode of B2B. No Bull., hosts Liz Brohan and Mark Brohan are joined by longtime tech innovator and “serial e-commerce troublemaker” Scot Wingo, co-founder of ChannelAdvisor and CEO of Refibuy, to unpack what Agentic AI really means for marketing and business. Scott breaks down how AI has evolved from simple automation to “agents” that act autonomously—learning, reasoning, and completing tasks without human prompts. He explains how this shift is transforming marketing, commerce, and customer behavior far faster than most realize. As he puts it, “We’ve gone from search engines to answer engines,” meaning marketers must rethink SEO, SEM, and customer engagement in a world driven by conversational AI. The episode explores why Agentic AI is more than hype, how it will reshape the buyer journey, and what B2B marketers can do now to prepare—like optimizing for GenAI Engine Optimization (GEO) and leveraging agents internally for efficiency. Listeners will gain a clear, no-bull foundation on this next AI frontier and what it means for the future of marketing. 🔗 References / Resources Mentioned: Refibuy – Scott Wingo’s AI development company OpenAI’s ChatGPT – The catalyst for the Agentic AI revolution Anthropic’s Claude – AI model introducing agent-to-agent communication Scot's slides: file:///C:/Users/robt_/AppData/Local/Microsoft/Windows/INetCache/Content.Outlook/076HPHJN/b2b_no_bull_pod.pdf 💬 Highlight Quotes: “We’ve moved from search engines to answer engines—and that changes everything for marketers.” 🚀 #B2BNoBull “Agentic AI isn’t hype—it’s the next revolution in how business gets done.” 🤖 “Marketers who lean into AI now won’t lose their jobs—they’ll become indispensable

    30 min
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Ratings & Reviews

5
out of 5
2 Ratings

About

Conversations about marketing communications for B2B marketers.

Information

  • Creator
    Liz Brohan
  • Years Active
    2025 - 2026
  • Episodes
    17
  • Rating
    Explicit
  • Copyright
    © 2025
  • Show Website
    B2B No Bull