B2B Marketing: Tomorrow's Best Practices... Today

Leadtail
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  • MARKETING
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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. NOV 6

    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

    34 min

  2. OCT 30

    How Inclusive Design Expands Your Reach and Boosts SEO

    What happens when your website isn’t built for everyone? In this conversation, we explore how inclusive design and accessibility can transform both user experience and business performance.Most marketers and business leaders never consider how someone with a disability experiences their website. But what if one in four potential customers couldn’t engage with your brand online?In this episode, we dive into the fundamentals of digital accessibility—what it means, why it matters, and how every organization can start building more inclusive digital experiences. Our guest, an accessibility advocate and communications leader from AudioEye, breaks down the technical and practical sides of making your website usable for all.You’ll learn:- What “digital accessibility” really means, beyond compliance checklists- The three most common barriers found on websites (and how to fix them)- How screen readers, alt text, and tab navigation affect real people- Why accessibility improvements boost SEO and customer loyalty- How small technical changes can dramatically expand your market reach- Why accessibility isn’t just a legal requirement—it’s a brand advantageThe conversation also covers how to shift from seeing accessibility as a final “checkbox” to making it part of your content, design, and development process. You’ll hear examples of simple adjustments—like descriptive link text, clear form labels, and concise visual language—that make a site easier to navigate for everyone.-----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 — Introduction: Why Accessibility Matters for Every Business1:34 — What Digital Accessibility Really Means2:52 — How People with Disabilities Navigate Websites4:10 — The Top Three Accessibility Issues: Images, Links, and Forms7:47 — Common Blind Spots Marketers Overlook9:44 — The Global Accessibility Guidelines Explained11:30 — Why Awareness Is the First Step Toward Inclusion14:16 — Legal Risks and Compliance Drivers You Should Know17:47 — The Business Case for Accessibility: SEO, Loyalty, and Brand Trust19:44 — Accessibility Helps Everyone, Not Just Those with Disabilities20:37 — Quick Wins for Marketers: Improving Alt Text, Links, and Forms25:05 — Balancing Clarity and Conversion in Accessible Design26:49 — From Tactics to Philosophy: Making Accessibility a Core Value30:57 — The Low Cost, High ROI of Accessibility Investment31:43 — Beyond the Screen: Inspiration, Travel, and Creative Recharge32:47 — Closing Thoughts: Accessibility as a Measure of Great Marketing#b2bmarketing #b2b

    34 min

  3. OCT 9

    Human-Centered Marketing in the Age of AI

    Join Clark Newby and Ashley Faus (Head of Lifecycle Marketing at Atlassian and author of Human Centered Marketing) as they walk through how to bring the human back into marketing — even amid AI, metrics, and tech tools.In this episode, Ashley shares her journey from musical theater to marketing, the core principles behind her new book, and how she balances human connection with data and AI. You’ll hear:- Why trust is the cornerstone of human-centered marketing- How to bring your full self into your work and make real connections- The three overlapping disciplines marketing teams need to master- Where AI fits — as thought partner, not replacement- Advice for building teams and careers in the AI era- An analogy about puzzles and how it applies to marketing rolesIf you want to create marketing that resonates, not just performs, this conversation will offer both inspiration and practical steps.🔗 Grab her book: Human Centered Marketing: How to Connect with Audiences in the Age of AI https://www.amazon.com/Human-Centered-Marketing-How-Connect-Audiences/dp/1398619388-----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 Tools Change, but Humans Don’t0:25 – Introducing Human-Centered Marketing1:40 – How a Theater Background Shaped a Marketing Career3:20 – Serving Audiences Before Selling to Them5:00 – Bringing Your Whole Self to Work7:15 – The Fitness Analogy for Understanding Customers9:00 – Why Human Connection Builds Better Teams and Brands10:45 – Rethinking the Funnel: From Linear to Playground15:20 – Thought Leadership, Content, and Social Media in Balance17:40 – Using AI as a Thought Partner, Not a Replacement22:45 – Preparing Teams for the AI Future24:15 – The Puzzle Analogy: Why Strategy Requires Experience27:40 – Human Creativity, Curiosity, and the Future of Marketing30:50 – Final Thoughts and Recommended Reads#b2bmarketing #b2b

    32 min

  4. OCT 2

    Building Trust in B2B Marketing: Brand, Sales, and Growth

    Bravery in B2B marketing isn’t about logos or slogans—it’s about making bold choices when others play it safe. In this episode of Tomorrow’s Best Practices Today, we sit down with Lindsay Tjepkema, founder, growth advisor, and brand strategist at Human Brands Win, to explore how brand, trust, and creativity drive growth.What does it mean to be brave as a marketing leader? Lindsay shares her BRAVE framework—Brand, Relationships, Audacity, Values, and Energy—and explains how it helps leaders make smart, human-centered decisions that resonate with customers and teams alike.From downturns that spark the rise of new market leaders to the resurgence of brand as a measurable differentiator, Lindsay shows why trust and authenticity matter more than ever in B2B.-----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 – Brand as Relationship, Not Just Logos0:49 – Introducing Lindsay Tjepkema and Her Work3:10 – Why Being Brave Matters in B2B Marketing5:00 – The BRAVE Framework Explained7:03 – Leading with Energy and Human Connection9:22 – The Comeback of Brand in B2B Strategy13:34 – Making Brand Concrete for Boards and CEOs16:00 – Using BRAVE to Align Marketing Teams19:21 – Building Balanced Teams: Brand and Demand22:37 – Bridging Sales and Marketing Through Trust26:05 – Life Outside of Work: Parenting and the Next Generation28:31 – Closing Thoughts on Bravery and Brand#b2bmarketing #b2b

    29 min

  5. SEP 25

    AI Agents in Marketing: From Startup Growth to Account-Based Success

    Discover how AI agents are reshaping B2B marketing in this episode of Tomorrow’s Best Practices Today with guest Erin Cresta, Global VP of Digital and Demand at Sema4.ai. Erin shares what it’s like to join a startup from day one, build a marketing engine from scratch, and apply agentic AI to real-world business challenges.With a career spanning leadership roles at Palo Alto Networks, Docker, Armis, Couchbase, and now Sema4, Erin brings a unique perspective on scaling teams, crafting go-to-market strategies, and staying ahead in a competitive market. She dives into how marketing leaders can:-Build foundational brand identity and messaging at early-stage companies- Apply AI agents to content creation, research, operations, and sales enablement- Align with sales through account-based strategies instead of lead-based metrics- Balance speed, experimentation, and customer feedback in startup growth-Think differently about hiring, operations, and organizational design in AI-driven environmentsWe also explore the “work room” model Erin’s team uses to collaborate with AI agents, how generative AI supports digital ad copy and campaign prep, and why account engagement is becoming more important than traditional lead counts.-----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 – Why Enterprise Sales Depend on Accounts, Not Just Leads0:53 – Welcome & Guest Introduction: Erin Cresta and Semaphore.ai3:16 – Returning to Startup Life: Building from the Ground Up6:41 – Early Marketing Priorities: Brand, Content, and SEO9:17 – Hiring Strategy and Using AI Agents in Daily Work11:23 – Inside the “Work Room”: How Teams Collaborate with Agents13:40 – Rethinking Funnels: From Leads to Account-Based Strategies18:01 – Sharing Signals with Sales and Building Alignment20:32 – The Semaphore Platform: Runbooks, Outcomes, and Security25:15 – Startup Lessons, Personal Insights & Closing Thoughts#b2bmarketing #b2b

    29 min

  6. SEP 18

    Moving Beyond ROI: How CMOs Can Navigate Complexity in Marketing

    Marketing isn’t a vending machine—and Kathleen Schaub wants leaders to stop treating it like one. In this episode of Tomorrow’s Best Practices Today, host Clark Newby sits down with Kathleen Schaub, author of Marketing in the Great, Big, Messy, Real World, to unpack why deterministic thinking fails and what modern CMOs must do differently.Kathleen draws on decades of experience advising global marketing leaders and shares insights from her new book, including four key mindset shifts:- Budgeting like an investor rather than an accountant- Planning like a navigator who adapts to changing conditions- Deciding like a statistician who understands probabilities, not certainties- Leading like an ecologist who creates thriving team ecosystemsTogether, Clark and Kathleen explore why the obsession with ROI as a vending machine input-output model is misguided, how marketing metrics should spark dialogue—not dictate it—and why agility at the “edges” of the business is where real progress happens.Order Kathleen's book here: https://www.amazon.com/Marketing-Great-Messy-Real-World/dp/1632999862/ref=sr_1_1?crid=3BSH939U2QNL1&dib=eyJ2IjoiMSJ9.QsAFE2-s7Vf4DwX3HtjKPD-5jwgkt-_m9H2efEkaqOg.YKXKMuYL6Vc-3NhSIB4d2LGEsMAmQYvPF6gzhQfuY5U&dib_tag=se&keywords=marketing+in+the+great%2C+big%2C+messy+real+world&qid=1756933798&sprefix=marketing+in+the+great+messy+%2Caps%2C170&sr=8-1-----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 – Introduction and Guest Overview1:19 – Why Marketing Is Not a Vending Machine2:24 – Complexity and the VUCA World of Marketing3:16 – Moving Beyond Deterministic Models5:00 – Four Mindset Shifts for Marketing Leaders6:29 – Budgeting Like an Investor6:41 – Planning and Measurement: Think Like a Navigator7:47 – Decision-Making: Think Like a Statistician9:12 – People and Ecosystems: Leading Like an Ecologist17:01 – Rethinking Metrics and Board-Level Conversations22:10 – Overcoming Resistance and Gaining Executive Buy-In26:18 – The Role of Data, Analytics, and AI in Complex Systems29:26 – Structuring Teams for Agility and Integration33:01 – Kathleen’s Personal Reading List35:15 – Closing Thoughts and Book Information#b2bmarketing #b2b

    36 min

  7. AUG 21

    The Hidden Role of Growth Ops in AI-Driven GTM Strategy

    How do you introduce AI into your business without automating chaos? Melissa McCready—Practice Lead - Growth Operations at HLX—joins host Clark Newby to break down what it really takes to implement AI in growth-focused organizations.In this episode of Tomorrow’s Best Practices Today, Melissa shares practical insights from the front lines of AI adoption and change management. Drawing on decades of experience across CRM, sales, and marketing ops, she walks through how AI is best used for automation, where businesses typically stumble, and why foundational data quality is non-negotiable. You’ll also hear how Melissa defines “Growth Ops” as a natural evolution of RevOps, and why it requires a broader view of business orchestration.Whether you’re a revenue leader exploring how to use AI for efficiency, or an operator wondering what’s next for your career, Melissa delivers both frameworks and mindset shifts to guide the journey. From onboarding AI in small steps to understanding the root causes behind operational misalignment, this episode is packed with insights.-----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 – Teaching AI Like a PB&J: Why Instructions Matter01:09 – Meet HLX: Growth Ops for High-Velocity Companies02:34 – Where AI Fits in Go-to-Market Today03:55 – AI Readiness: Enhancement, Not Replacement05:23 – Start with Data: Structured, Unstructured, and Strategy06:38 – Feeding AI: Analogies, Prompts, and Planning10:32 – The Human Side of AI: Change Management and Trust13:11 – Crawl, Walk, Run: Where to Start with AI Automation16:37 – AI Metrics That Actually Matter to Business19:04 – The Problem with “Just Adding AI” to Broken Ops23:48 – What Is Growth Ops (and Why RevOps Isn’t Enough)?28:16 – Career Advice for Future Growth Ops Leaders35:25 – The Vision: RevOps Leadership Course and Certification#b2bmarketing #b2b

    41 min

  8. JUL 24

    Marketing's New Era: AI, Data & The Skill Gap

    In this episode of Tomorrow's Best Practices, host Clark Newby sits down with Doug Bell, Partner and CMO at Chief Outsiders and co-host of Cannonball GTM. Doug, a seasoned CMO with extensive experience in SaaS go-to-market strategies, shares his insights on navigating the current landscape of marketing. Discover how macroeconomic shifts, the rise of AI tools, and a focus on "existential data points" are reshaping outbound and inbound marketing motions. Doug reveals how to leverage publicly available data, AI, and "vibe coding" to create highly targeted, permissionless value propositions that cut through the noise. Learn why traditional ABM is evolving, how SEO is transitioning to Geo (Generative Engine Optimization), and the critical role social media now plays in capturing buyer attention. -----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 Introduction: Doug Bell, CMO at Chief Outsiders1:24 Current Market Focus: AI, Tariffs & SaaS Marketing3:33 The Existential Data Point: Driving Business Growth4:37 Vibe Coding & Permissionless Value Propositions7:26 Beyond Traditional Marketing Messages9:31 The Marketing Skill Gap & Data Manipulation14:48 Inbound Evolution: From SEO to Geo19:36 The Rise of Generative Engine Optimization (GEO)23:56 The Accelerating Shift to AI for Business Research27:49 Career Advice for Marketers: Curiosity, Data & Playbook Shaking#b2bmarketing #b2b

    36 min
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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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