Beyond the Brief

Model B
  • 5.0 (1)
  • MARKETING
  • UPDATED BIMONTHLY

The Beyond the Brief podcast connects with the world's most interesting marketers to dig into where they find unique insights and work through real-world problems on their path to producing great work that works.

  1. 2D AGO

    Walking Meetings, Local Talent, Real Talk: Inside Spherion Atlanta with Aysha Abdullatif

    Keywords staffing, marketing, AI, recruitment, company culture, career development, Atlanta, workforce, Spherion, Beyond the Brief Summary In this episode of Beyond the Brief, Aysha Abdullatif, CMO of Spherion Atlanta, shares her extensive background in staffing and marketing, discussing her journey from digital media to opening her own staffing agency in Atlanta. She delves into the complexities of the current staffing landscape, the impact of AI on recruitment, and the importance of company culture in hiring. Aysha also shares her aspirations for 2026, including expanding her agency and enhancing community engagement. Takeaways Aysha has over 15 years of experience in staffing and marketing. She opened her own staffing agency under the Spherion brand in Atlanta. AI is transforming the recruitment process, but it won't replace human interaction. Company culture is a critical factor in hiring decisions. Aysha emphasizes the importance of understanding candidate needs, including commute and work style. Her agency has developed a proprietary AI tool to enhance recruitment efficiency. Aysha believes in the power of community engagement and local partnerships. She aims to expand her agency's presence in Atlanta with a second office. Aysha is passionate about sharing her insights through speaking engagements. The conversation highlights the cyclical nature of staffing trends and the importance of adaptability. Sound bites “Marketing is a science; we’re always testing. There’s no secret formula like Coca-Cola that gives you the perfect solution every single time.” “Fifty percent of the reason you hire someone is culture fit and mission alignment; the other fifty percent is technical skill.” “If we’re not able to provide real value, then we’re basically running a nonprofit without the 501c3 status, and I’m not trying to do that.” “AI is not here to replace all of our jobs; it should help us work more efficiently and be more present for the human parts of recruiting.” “The title of my biopic would be ‘Bad Decisions, My Good Stories’, you’d be rooting for me while also asking, ‘Why do you keep self‑sabotaging yourself?” Chapters 00:00 Aysha Abdullatif's Journey in Staffing and Marketing 08:10 Navigating the Complex Staffing Landscape 15:28 The Role of AI in Recruitment 24:49 The Importance of Company Culture 34:43 Looking Ahead to 2026: Plans and Aspirations

    46 min

  2. 6D AGO

    Secure by Design, Led by Data: Inside Tony Lombardo’s Enterprise Cyber Marketing Playbook

    Keywords Tony Lombardo, ThreatModeler, cybersecurity, marketing technology, customer journey, voice of the customer, community building, AI in marketing, buying committee, security architecture, Beyond the Brief Takeaways Tony Lombardo transitioned from software development to marketing. Understanding the technical side helps in effective marketing. Security must start in the design phase of software development. The buying committee varies based on organizational maturity. CISOs often have short tenures due to high pressure. Customer advocacy is crucial for business growth. Listening to the voice of the customer is essential for marketing success. Research reveals different motivations across industries. The customer journey is non-linear and complex. Collaboration between marketing and sales enhances customer engagement. Summary In this episode of Beyond the Brief, Chris Perkins interviews Tony Lombardo, VP of Marketing at ThreatModeler. Tony shares his unique journey from software development to marketing, emphasizing the importance of understanding both technical and marketing perspectives. The conversation delves into the complexities of the cybersecurity buying committee, the significance of customer advocacy, and the evolving role of marketing technology. Tony discusses the non-linear nature of the customer journey and the necessity for collaboration between marketing and sales. He also highlights the importance of building a community around thought leadership and the integration of AI in marketing strategies. The episode concludes with insights into upcoming innovations at ThreatModeler. Sound bites "Your path isn't going to be straight and direct." "You have to understand what's really driving them." "The customer journey is like quantum mechanics." Chapters 00:00 Introduction to Tony Lombardo and His Journey 02:09 From Software Development to Marketing 05:29 The Transition to Marketing and Key Influences 09:57 Understanding the Buying Committee in Cybersecurity 12:15 The Role of Security Architects and CISOs 14:17 Navigating the Sales Cycle in Cybersecurity 16:05 The Importance of Customer Advocacy 20:19 Insights from Research on Customer Needs 23:11 Understanding the Customer Journey 25:31 Building Customer Relationships Through Education 28:15 The Importance of Marketing and Sales Alignment 29:39 Strategizing Events for Maximum Impact 34:54 Creating and Nurturing Community Engagement 39:06 Adapting Marketing Strategies for 2026 45:34 Leveraging AI in Threat Modeling

    50 min

  3. FEB 3

    TikTok, Trends, and Tariffs: Marketing in the Modern Housewares Market

    Keywords Kuhn Ricon, Melissa Ledbetter, kitchen tools, housewares industry, e-commerce, marketing strategies, innovative cooking, consumer preferences, Hot Pan, mentorship Summary In this episode of Beyond the Brief, Chris Perkins interviews Melissa Ledbetter, VP of Marketing & E-commerce at Kuhn Rikon. Melissa shares her extensive background in the housewares industry, discussing her journey from Microplane to Kuhn Rikon. The conversation explores innovative kitchen tools, including the Hot Pan, and how Kuhn Rikon navigates market trends and consumer preferences. Melissa emphasizes the importance of e-commerce and marketing strategies in the housewares sector and reflects on mentorship and career growth. The episode concludes with insights into essential kitchen tools for new homeowners and a celebration of Kuhn Rikon's upcoming 100th anniversary. Takeaways Melissa Ledbetter has over 27 years of experience in the housewares industry. Kuhn Rikon is known for innovative kitchen tools and cookware. The Hot Pan allows for unique cooking methods, keeping food warm without a heat source. E-commerce is becoming the primary retail channel for kitchen products. Consumer preferences are shifting towards convenience and functionality in kitchen tools. Kuhn Rikon focuses on developing products for all cooking levels, including children. Social media trends significantly influence product marketing and development. Mentorship plays a crucial role in career growth within the housewares industry. Kuhn Rikon is preparing to celebrate its 100th anniversary in 2026. Quality kitchen tools can enhance cooking experiences and family interactions. Sound bites "It's been an exciting, flavorful journey." "Fondue is just fun." "Keep swimming, just keep going." Chapters 00:00 Introduction to Melissa Ledbetter and Kuhn Rikon 02:50 Melissa's Journey in the Housewares Industry 05:50 Innovative Kitchen Tools: Microplane and Kuhn Rikon Products 08:48 The Hot Pan: A Revolutionary Cooking Concept 12:06 Navigating Market Trends and Consumer Preferences 15:11 Marketing Strategies in the Housewares Industry 17:52 E-commerce Growth and Consumer Expectations 20:55 Essential Kitchen Tools for New Homeowners 23:55 Celebrating 100 Years of Kuhn Rikon 26:44 Mentorship and Career Reflections 29:55 Final Thoughts and Future Directions

    42 min

  4. JAN 26

    Riches in Niches: Why BRINC is All-In on Transforming Public Safety

    Keywords drones, public safety, marketing strategies, niche markets, technology, manufacturing, partnerships, growth, innovation Summary In this episode of Beyond the Brief, Chris Perkins interviews David Benowitz, VP of Strategy & MarComms at BRINC, a company specializing in public safety drones. David shares his fascinating journey from studying economics to working in the drone industry, highlighting the innovative marketing strategies BRINC employs to engage customers. He discusses the importance of focusing on niche markets, particularly in public safety, and how BRINC differentiates itself through unique product offerings and customer engagement. The conversation also touches on the evolving drone market, navigating political pressures, and the future of drone manufacturing and partnerships. David emphasizes the importance of building strong customer relationships and the exciting developments BRINC has in store for the future. Takeaways David oversees strategy and marketing at BRINC. He transitioned from economics to the drone industry. BRINC focuses on niche markets, such as SWAT drones. The company emphasizes innovative marketing strategies. Public safety is a nonpartisan issue for BRINC. Drones are evolving to interact meaningfully with the world. BRINC aims to build strong customer relationships. The drone market is expected to grow significantly. Manufacturing and supply chains are shifting post-pandemic. BRINC has exciting new hardware developments in the works.  Sound bites "We're the easy button brand." "We focus on niche markets to expand." "Drones can deliver medical payloads." Chapters 00:00 Introduction to David Benowitz and BRINC 02:57 David's Journey from Economics to Drones 05:44 Innovative Marketing Strategies at BRINC 09:06 Focusing on Niche Markets in the Drone Industry 11:54 Building a Comprehensive End-to-End Solution 15:00 Navigating Partisan Pressures in Public Safety 17:45 Understanding the Drone Market and Its Potential 20:57 Defining Drones and Their Evolving Capabilities 23:40 Exploring the Use of Drones in Search and Rescue 28:40 The Future of Drone Manufacturing and Global Markets 31:06 Understanding the Buying Committee in Public Safety 33:35 The Meaning Behind the Brand Name 'BRINC' 34:42 Partner Programs and Ecosystem Alignment 36:29 Scaling Strategies for 2026 38:57 Prioritizing Projects and Learning Agendas 41:54 The Power of Social Proof in Marketing 43:38 Exciting Developments Ahead for BRINC

    47 min

  5. JAN 21

    Lead Scores, Hand-Raisers, and Human Signals: Why Conversations Still Beat Clicks

    Keywords Jocelyn Sexton, B2B marketing, SaaS, AI, Growth Acceleration Partners, marketing strategies, authenticity, career journey, technology consulting Summary In this episode of Beyond the Brief, Chris Perkins interviews Jocelyn Sexton, VP of Marketing at Growth Acceleration Partners. Jocelyn shares her journey from journalism to B2B marketing, discussing the challenges and strategies in the tech industry. She emphasizes the importance of understanding client needs, the evolution of SaaS, and the role of AI in marketing. Jocelyn also reflects on the expectations of marketing leaders today and the significance of authenticity in leadership. Takeaways Jocelyn's journey from journalism to B2B marketing showcases the diverse paths in the industry. Understanding client needs is crucial for effective marketing strategies. The biggest competitor in B2B is often the status quo, not other companies. AI is becoming essential in marketing, but companies must understand its application. Authenticity in leadership helps build trust and connection with teams and clients. Marketing leaders must balance multiple roles and responsibilities effectively. In-person conversations remain vital for understanding client pain points. SaaS is evolving, and companies must adapt to changing expectations. Collaboration across departments is essential for successful marketing efforts. Storytelling is a powerful tool for marketers to convey value and connect with audiences. Sound bites "B2B marketing is my sweet spot now." "Status quo is our biggest competitor." "AI is a must-have." Chapters 00:00 Jocelyn Sexton's Journey in Marketing 07:41 Navigating Strategy in B2B Tech 16:06 The Evolution of SaaS and AI Integration 24:58 The Evolving Role of Marketers 32:30 Navigating Internal Dynamics 38:46 Authenticity in Professional Growth 43:22 Future Directions for Growth Acceleration Partners

    48 min

  6. JAN 6

    Borderless Baker, Relentless Marketer: The Global Journey of Mathieu Limousi

    In this episode of Beyond the Brief, Chris Perkins interviews Mathieu Limousi, CMO of Thunes, who shares his extensive journey in marketing and the FinTech industry. Mathieu discusses the importance of trust in payments, strategies for building brand awareness, and the unique marketing approaches required in different global markets. He also highlights the future of cross-border payments, the role of AI in marketing, and what’s next for Thunes as a rapidly growing company.

    49 min

  7. 12/30/2025

    Stop Chasing the Spotlight Data: Robin Bowling on Measuring What Actually Matters

    In this episode of Beyond the Brief, Chris Perkins interviews Robin Bowling, CMO of Curve Dental. Robin shares her extensive background in marketing and leadership, emphasizing the importance of continuous learning and strategic leadership. The conversation delves into team structure, customer personas, and the significance of building trust in marketing. Robin discusses the evolving landscape of trade shows, the balance between fun and seriousness in marketing, and the importance of authentic messaging. She also highlights the value of customer advocacy and shares insights on upcoming innovations at Curve Dental.

    46 min

  8. 12/22/2025

    From NBA G League to Healing at the Speed of Life: Bryan Bullock on Disruption in MedTech Marketing

    In this episode of Beyond the Brief, Chris Perkins interviews Brian Bullock, VP of Global Strategic Marketing at AVITA Medical. Brian shares his unconventional career journey, from his beginnings in Alaska to his roles in investment banking and aesthetics. He discusses the importance of execution in marketing, the dynamics of gender in the aesthetics industry, and the innovative approaches AVITA Medical is taking to improve patient care. The conversation highlights the significance of storytelling in medical marketing and the future directions for AVITA Medical's products and services.

    38 min
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About

The Beyond the Brief podcast connects with the world's most interesting marketers to dig into where they find unique insights and work through real-world problems on their path to producing great work that works.

Information

  • Creator
    Model B
  • Years Active
    2025 - 2026
  • Episodes
    27
  • Rating
    Clean
  • Copyright
    © Model B
  • Show Website
    Beyond the Brief