B2B No Bull

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

Conversations about marketing communications for B2B marketers.

  1. From trinkets and trash to lux and leading brands: Elevating your merch is a must.

    APR 14

    From trinkets and trash to lux and leading brands: Elevating your merch is a must.

    In this episode of B2B No Bull, hosts Liz Brohan and Mark Brohan dive into the surprisingly complex and rapidly evolving world of promotional merchandise with guest Sarah Johnston, founder of PromoSpark. What was once dismissed as cheap “swag” has transformed into a strategic marketing channel focused on premium quality, brand storytelling, and measurable impact. Sarah breaks down the industry’s shift from quantity to quality, emphasizing that today’s consumers expect useful, sustainable, and brand-aligned products. Cheap giveaways don’t just get discarded—they can actively harm brand perception. In contrast, well-designed, high-quality merchandise can generate thousands of impressions over time and strengthen emotional connections with customers and employees. The conversation explores how COVID-19 accelerated innovation, pushing the industry toward e-commerce, print-on-demand, and direct-to-home fulfillment. From curated “work-from-home kits” to online company stores and points-based redemption systems, merch has become more personalized, scalable, and experience-driven. Sustainability also takes center stage, evolving beyond recycled materials to include product longevity, ethical sourcing, and ESG considerations. Sarah highlights how brands must think holistically about impact—not just cost. Operationally, the industry has matured with “team selling” models that bring together specialists in design, logistics, and strategy to better serve clients. Sarah also shares her entrepreneurial journey—launching her business at 22, scaling it, and ultimately selling it—along with her passion for giving back through Free Throws for Kids, a nonprofit that has raised over $1.4 million. The bottom line: promotional merchandise is no longer an afterthought—it’s a powerful, data-driven marketing tool when done right.   Resources Mentioned PromoSpark – Promotional merchandise company founded by Sarah Johnston  Brand partners like Yeti, Nike, and The North Face (premium merch examples)  E-commerce platforms for merch (print-on-demand, web stores)  Points-based rewards and redemption systems for engagement  Free Throws for Kids – Nonprofit supporting Cincinnati Children’s Hospital and Ronald McDonald House    Highlight Quotes “If your merch ends up in the trash faster than your message lands—your strategy is broken.”  “Cheap swag doesn’t save money—it costs you your brand.”  “Great merch isn’t a giveaway anymore—it’s an experience, a touchpoint, and a long-term impression machine.”   Produced by: Flint Rock Art by: Brohan Productions Music licensed through: Flint Rock

    39 min
  2. The State of DEIB: From Backlash to Business Alignment

    MAR 3

    The State of DEIB: From Backlash to Business Alignment

    In this episode of B2B No Bull, hosts Liz and Mark Brohan tackle the evolving—and increasingly messy—state of Diversity, Equity, Inclusion, and Belonging (DEIB). Joined by transformational growth advisor Sarah Alter, former CEO of NextUp, the conversation reframes DEIB from a political flashpoint to a business imperative. Alter explains how legal challenges—first in higher education, then in corporate America—have pushed some companies to scale back, go “stealth,” or rebrand DEIB efforts around performance metrics. But she argues the core objective hasn’t changed: organizational alignment. Using examples from companies like Target, Costco, Johnson & Johnson, Coca-Cola, Delta Air Lines, Best Buy, and Nestlé, she highlights how leaders who stay focused on mission alignment, employee engagement, and innovation often see stronger business outcomes. Alter outlines two key leadership actions: Tie cultural initiatives directly to measurable KPIs (retention, productivity, innovation). Drive alignment from the CEO down through structured tools like BlueSpark’s Organizational Performance Survey (OPS). She also shares insights from the “Beyond Allies” program, built on the 70-20-10 learning model and emotional intelligence principles, emphasizing that culture change requires practice—not just policy. The takeaway? Alignment—not acronyms—drives results. And companies that treat employees as whole people, investing in mental health, affinity groups, and resilience, are positioning themselves for sustainable success. Resources & References Mentioned NextUp – Leadership development and the “Beyond Allies” program BlueSpark – Organizational Performance Survey (OPS) Breakthrough T1D (formerly JDRF) Orphans of the Storm – Capital campaign initiative University of Chicago Booth School of Business – Mentioned in discussion of employee benefits trends   Highlight Quotes “Alignment—not acronyms—is what drives business results.” “If DEIB isn’t connected to KPIs like retention, productivity, and innovation, it won’t stick.” “Culture change isn’t a webinar—it’s a muscle. You build it through practice, partnership, and leadership from the top.” Produced by: Flint Rock Art by: Brohan Productions Music licensed through: Flint Rock

    38 min

  3. MAR 3

    The State of DEIB: From Backlash to Business Alignment

    The State of DEIB: From Backlash to Business Alignment In this episode of B2B No Bull, hosts Liz and Mark Brohan tackle the evolving—and increasingly messy—state of Diversity, Equity, Inclusion, and Belonging (DEIB). Joined by transformational growth advisor Sarah Alter, former CEO of NextUp, the conversation reframes DEIB from a political flashpoint to a business imperative. Alter explains how legal challenges—first in higher education, then in corporate America—have pushed some companies to scale back, go “stealth,” or rebrand DEIB efforts around performance metrics. But she argues the core objective hasn’t changed: organizational alignment. Using examples from companies like Target, Costco, Johnson & Johnson, Coca-Cola, Delta Air Lines, Best Buy, and Nestlé, she highlights how leaders who stay focused on mission alignment, employee engagement, and innovation often see stronger business outcomes. Alter outlines two key leadership actions: Tie cultural initiatives directly to measurable KPIs (retention, productivity, innovation). Drive alignment from the CEO down through structured tools like BlueSpark’s Organizational Performance Survey (OPS). She also shares insights from the “Beyond Allies” program, built on the 70-20-10 learning model and emotional intelligence principles, emphasizing that culture change requires practice—not just policy. The takeaway? Alignment—not acronyms—drives results. And companies that treat employees as whole people, investing in mental health, affinity groups, and resilience, are positioning themselves for sustainable success. Resources & References Mentioned NextUp – Leadership development and the “Beyond Allies” program BlueSpark – Organizational Performance Survey (OPS) Breakthrough T1D (formerly JDRF) Orphans of the Storm – Capital campaign initiative University of Chicago Booth School of Business – Mentioned in discussion of employee benefits trends   Highlight Quotes “Alignment—not acronyms—is what drives business results.” “If DEIB isn’t connected to KPIs like retention, productivity, and innovation, it won’t stick.” “Culture change isn’t a webinar—it’s a muscle. You build it through practice, partnership, and leadership from the top.” Produced by: Flint Rock Art by: Brohan Productions Music licensed through: Flint Rock

    38 min
  4. Innovate Now: Because Your Competition Isn’t

    FEB 17

    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.” Produced by: Flint Rock Art by: Brohan Productions Music licensed through: Flint Rock

    43 min
  5. 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.” Produced by: Flint Rock Art by: Brohan Productions Music licensed through: Flint Rock

    34 min

  6. 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.” Produced by: Flint Rock Art by: Brohan Productions Music licensed through: Flint Rock

    32 min

  7. 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.”  Produced by: Flint Rock Art by: Brohan Productions Music licensed through: Flint Rock

    35 min

  8. 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.” Produced by: Flint Rock Art by: Brohan Productions Music licensed through: Flint Rock

    34 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
    20
  • Rating
    Explicit
  • Copyright
    © 2025
  • Show Website
    B2B No Bull