Beyond the Brief

Model B
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  • MARKETING
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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. APR 28

    Why Trust Beats Flash in Climate Tech: Sherry Chapman’s Journey at Fortera

    In this episode of Beyond the Brief, host Chris Perkins welcomes Sherry Chapman, the VP of Marketing at Fortera, a company pioneering low-CO2 cement technology. Sherry shares her extensive background in marketing, particularly in the consumer electronics sector, and how her experiences have shaped her approach at Fortera. She emphasizes the importance of transferable skills in marketing, especially when transitioning between industries, and encourages listeners to embrace career changes as valuable opportunities for growth. Sherry delves into Fortera's innovative approach to cement production, which aims to reduce greenhouse gas emissions by mineralizing industrial CO2. She explains the company's mission-driven focus and the significance of scaling their technology to compete with traditional cement products without charging a green premium. Throughout the conversation, Sherry highlights the importance of building trust in the industry through transparency and third-party validation, as well as the challenges of navigating a risk-averse market. The episode concludes with insights into the future of marketing in the climate tech space and the exciting developments on the horizon for Fortera. Keywords Fortera, low CO2 cement, Sherry Chapman, climate tech, marketing strategies, sustainable construction, greenhouse gas emissions, career transitions, innovation in cement Takeaways 'A lot of what you know, especially in marketing, can be applied to different segments.''It's all about scale.''We don't tell, we show.''This is a very risk-averse industry.''We have to create our solution within their framework.''The emotional side obviously is through the value chain.''We need everybody to succeed.''Restraint and transparency beat traditional flashier tactics.''You will fail, and that's okay.''It's important to create those building blocks of trust.' Sound bites "Go for it, because a lot of what you know can be applied." "It's all about scale." "We don't tell, we show." Chapters 00:00 Introduction to Sherry Chapman and Fortera 02:11 Sherry's Marketing Journey and Career Transitions 04:24 Understanding Low CO2 Cement and Its Importance 06:18 Target Market and Go-to-Market Strategy 09:00 Pricing Strategy and Market Positioning 12:03 Sales Cycle and Project Lead Times 15:21 Building Trust in the Industry 18:02 Creating a New Category in Cement 20:16 The Role of Restraint and Transparency in Marketing 22:23 Surprises in the Climate Tech Space 24:22 First-of-a-Kind Projects and Their Challenges 26:52 Funding and Future Growth of Fortera 28:47 Marketing Strategies and Inbound Focus 33:10 Mentorship and Influences in Sherry's Career 36:38 Advice for New Marketers in B2B 41:24 Looking Ahead: Exciting Developments at Fortera

    46 min

  2. APR 13

    “Life Doesn't Peak. It Compounds.” Lessons from Efrat Ravid

    Summary Efrat Ravid shares her inspiring journey from software engineering to board advisory, highlighting key lessons in leadership, culture, and digital transformation. Discover how her diverse experiences across industries inform her insights on innovation, customer-centricity, and navigating cultural differences in global business. Keywords Leadership, Digital Transformation, Culture, Innovation, Customer Experience, Global Business, Marketing, Analytics, AI, Career Lessons, Beyond the Brief Key  topics Efrat Ravid's career evolution from engineering to advisory rolesCultural nuances in global business and marketingThe importance of continuous product design and analyticsAdvising startups and growth companies at Goldman SachsLessons learned from diverse industries and markets Guest  name - Efrat Ravid LinkedIn - https://www.linkedin.com/in/efratravid/ Key  frameworks Continuous Product DesignCustomer-Centric Content StrategyCultural Nuance Awareness Sound bites "Culture beats strategy every time." "Always focus on the customer first." “Life doesn’t peak. It compounds.” "Nothing can stop us now." Chapters 00:00 Efrat Ravid's Journey: From Software Engineer to Board Member 09:07 Advising Startups: The Role of an Independent Board Member 17:35 Continuous Product Design: Evolving Digital Experiences 25:39 Automation and Alignment: Transforming Core Business Processes 27:10 Understanding Audience in Content Creation 30:01 The Evolution of Marketing Strategies 30:59 Adapting to Unexpected Insights 31:58 Cultural Sensitivity in Marketing 38:51 The Importance of Loyalty and Relationships 44:16 Navigating Cultural Nuances 47:25 Embracing Action and Learning from Mistakes 49:34 The Journey Ahead: Nothing Can Stop Us Now

    53 min

  3. MAR 30

    Patient Experience Is the Strategy That Sets You Apart

    Summary In this episode of "Beyond the Brief", Jake Dold, CMO at Apex Dental Partners, shares his journey from early marketing experiences to leading a major dental support organization. He discusses local marketing strategies, technology innovations, patient engagement, and the future of dentistry with AI. Keywords Dental Marketing, DSO, Local Business, Healthcare Technology, Patient Experience, AI in Dentistry, Beyond the Brief Key topics Local marketing challenges in dentistry Technology and AI innovations in dental practices Strategies for patient retention and practice growth Sound bites "Patient communication is key to retention." "Community programs build goodwill and trust." "Diving is like exploring another world." Chapters 00:00 Introduction and Jake’s Career Journey 01:50 Challenges of Local Dental Marketing 03:21 Insights from Southwest Airlines Internship 04:54 Educational Background and Language Skills 06:44 Overview of Apex Dental Partners 08:43 Supporting Private Practice Autonomy 10:43 Market Segments and Practice Acquisition 13:52 Marketing Strategies for Dental Practices 18:41 Technology Infrastructure and AI in Dentistry 25:52 Patient Communication and Practice Management 29:38 Patient Retention and Practice Transition 33:38 Community Engagement and School Initiatives 36:38 Future Trends: AI and Practice Management 42:31 Closing Remarks and Personal Interests Resources Apex Dental Partners - https://apexdentalpartners.com Model B - https://modelb.com/ Guest link - https://linkedin.com/in/jakedold

    47 min
  4. From Touring Musician to Justice Marketer: Robert Roche on Rewriting The Last Mile

    MAR 23

    From Touring Musician to Justice Marketer: Robert Roche on Rewriting The Last Mile

    Keywords Robert Roche, The Last Mile, marketing, prison reform, recidivism, partnerships, insights, storytelling, rehabilitation, social impact Summary In this episode of Beyond the Brief, Chris Perkins interviews Robert Roche, VP of Marketing at The Last Mile, an organization focused on rehabilitating incarcerated individuals through education and support. Robert shares his unique journey from musician to marketer, emphasizing the importance of ethical marketing and emotional storytelling. He discusses the challenges faced by individuals reentering society after incarceration and the innovative approaches The Last Mile takes to prepare them for successful reintegration. The conversation also touches on partnerships, insights gained from their work, and the broader implications of rehabilitation in the prison system. Takeaways You don't always need to be doing exactly what you think to build your career.Marketing should be ethical and based in abundance.Rehabilitation is about preparing individuals for successful reintegration into society.The Last Mile focuses on continuous support for justice-impacted individuals.Emotional storytelling is crucial in marketing and rehabilitation efforts.The prison system often fails to rehabilitate individuals effectively.Partnerships are essential for expanding the impact of rehabilitation programs.Insights can come from unexpected places during the journey of doing work.Measuring the impact of rehabilitation programs is vital for accountability.Changing perceptions about incarcerated individuals is a significant challenge. Sound bites "How do you trigger emotion with a song or an image?" "Rehabilitation should look different." "The Last Mile has the largest footprint." Chapters 00:00 Introduction to Robert Roche and His Journey 12:20 The Last Mile: Mission and Impact 22:19 Challenges in the Prison System 25:16 Partnerships and Collaborations 27:01 Insights and Marketing Strategies 31:47 Conclusion and Future Aspirations

    52 min
  5. Simple Is Smart, Data Is Destiny: Inside Lucas Welch’s Playbook for Revenue Enablement, AI Insight, and a Sold-Out Spark Conference

    MAR 18

    Simple Is Smart, Data Is Destiny: Inside Lucas Welch’s Playbook for Revenue Enablement, AI Insight, and a Sold-Out Spark Conference

    Keywords marketing, storytelling, audience engagement, Highspot, Spark Conference, AI, analyst relations, mentorship, career growth Summary In this episode of Beyond the Brief, Chris Perkins interviews Lucas Welch, VP of Global Marketing at Highspot. Lucas shares his career journey from his early days in PR to his current role leading marketing at Highspot. He emphasizes the importance of storytelling in marketing, understanding audience needs, and building community through events like the Spark Conference. Lucas discusses Highspot's unique value proposition in the sales enablement space, the integration of AI, and the significance of mentorship and personal growth in his career. The conversation concludes with insights on future plans for Highspot and the importance of positivity and belief in achieving success. Takeaways Lucas Welch's career journey highlights the importance of storytelling in marketing. Understanding the audience's mindset is crucial for effective marketing strategies. The Spark Conference serves as a platform for community building among customers. Highspot's unique value proposition lies in its ability to integrate AI for sales enablement. Mentorship plays a significant role in personal and professional growth. Listening to customer feedback is essential for product and marketing development. Building a cohesive brand experience across channels fosters trust with the audience. The importance of adapting to market changes and buyer behaviors is paramount. Analyst relations can be effectively managed through external partnerships. Positivity and belief in oneself can drive personal and professional success.  Sound bites "You can really bring people together." "Don't let them see you sweat." "The power of belief can take us beyond." Chapters 00:00 Introduction to Lucas Welch and His Journey 03:00 The Importance of Storytelling in Marketing 05:51 Understanding Audience Mindset and Engagement 08:47 The Spark Conference: Building Community 11:54 Highspot's Unique Value Proposition 14:47 Navigating Data and AI in Marketing 17:43 Creating Human Connections in Tech Marketing 27:12 Understanding Audience Insights for Effective Marketing 32:29 Beyond the Brief: Embracing Flexibility in Marketing 39:41 The Importance of Mentorship and Learning 48:48 Upcoming Innovations and Launches at Highspot 50:55 Crafting a Personal Narrative: The Biopic Concept

    56 min
  6. Where TAM Falls Short: David Retter on Evangelists, New Beauty Channels, and the Future of AI Commerce

    MAR 4

    Where TAM Falls Short: David Retter on Evangelists, New Beauty Channels, and the Future of AI Commerce

    Keywords David Retter, Stride Consumer Partners, marketing strategies, passion brands, consumer behavior, beauty industry, AI in marketing, zero-based budgeting, marketing impact hierarchy, reducing friction Takeaways David Retter's diverse background spans various industries. E-commerce and digital marketing were pivotal in David's career. Stride Consumer Partners focuses on investing in passion brands. Understanding consumer behavior is crucial for brand success. The beauty industry is evolving in response to new consumer trends. AI is reshaping marketing strategies and consumer interactions. Zero-based budgeting can enhance marketing effectiveness. Reducing friction in the consumer journey improves satisfaction. David emphasizes the importance of high-impact tasks in marketing. Collaboration and learning from others are key to success. Summary In this episode of Beyond the Brief, Chris Perkins interviews David Retter, an operating partner at Stride Consumer Partners. David shares his diverse career journey, highlighting his experiences in e-commerce, digital marketing, and working with various consumer brands. He discusses the importance of passion brands, understanding consumer behavior, and the evolving landscape of the beauty industry. The conversation also delves into the impact of AI on marketing strategies, the significance of zero-based budgeting, and the need to reduce friction in the consumer journey. David emphasizes the importance of focusing on high-impact tasks and collaborating with founders to drive success in the marketing landscape. Sound bites "What a journey!" "Trust in AI is eroding." "Reducing friction is key." Chapters 00:00 David Retter's Journey in Consumer Brands 11:12 Stride Consumer Partners: Focus and Philosophy 15:45 Passion Brands: The Key to Consumer Loyalty 25:00 Navigating the Beauty Sector: Trends and Insights 29:06 Navigating Change in the Beauty Sector 30:49 The Evolving Role of Marketing Platforms 32:35 Trust and AI in Consumer Recommendations 34:50 Building Trust Through Consumer Experience 37:24 The Marketing Impact Hierarchy 43:38 Reducing Friction for Customer Satisfaction 46:46 Zero-Based Budgeting in Marketing 49:50 High Impact Marketing Strategies 53:39 Looking Ahead: Exciting Developments in 2026

    58 min
  7. Walking Meetings, Local Talent, Real Talk: Inside Spherion Atlanta with Aysha Abdullatif

    FEB 18

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

    FEB 13

    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
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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
    33
  • Rating
    Clean
  • Copyright
    © 2026 Model B
  • Show Website
    Beyond the Brief