The Marketing Front Lines

Front Lines Media

Learn directly from B2B marketers on the front lines. Brought to you by:  www.FrontLines.io/podcast — Podcast-as-a-Service for B2B tech brands. Launch your show in 45 days.

  1. Building Marketing for a Category That Doesn't Exist Yet

    ٩ سبتمبر

    Building Marketing for a Category That Doesn't Exist Yet

    In this episode of The Marketing Front Lines, we speak with Oz Rodriguez, Head of Product and Marketing at Akselos. Akselos is creating the "structural performance management" category in the oil and gas industry, using physics-based AI and real-time data to create digital twins of critical equipment. Their technology helps operators predict equipment failures, optimize performance, and extend asset life - enabling companies to fund the energy transition by maximizing value from existing infrastructure. Rodriguez shares how he's building marketing programs around category creation, navigating algorithm changes on major platforms, and leveraging industry-specific publications and influencers to reach decision makers in a traditionally conservative industry. Topics Discussed Building marketing programs for category creation in deep tech Navigating LinkedIn algorithm changes and platform dependency risks Leveraging industry-specific publications and B2B influencers The role of AI in marketing: integration vs replacement Marketing to buying committees in high-value B2B sales Translating complex technical concepts into accessible messaging First 30-day playbook for new marketing leadership roles   //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM

    ٢٦ من الدقائق
  2. Do Webinars Still Work in Cybersecurity?

    ٥ سبتمبر

    Do Webinars Still Work in Cybersecurity?

    In this episode of The Marketing Front Lines, we speak with Megan Howard, VP of Marketing at Vali Cyber. Vali Cyber has carved out a unique position in the cybersecurity market by becoming the first runtime hypervisor security platform. After initially focusing on Linux server protection, the company made a strategic pivot based on direct customer feedback and input from their CISO advisory board. The shift to hypervisor protection addressed a critical security gap that was keeping infrastructure leaders awake at night, transforming Vali Cyber from a "nice to have" Linux security solution into a "must-have" infrastructure protection platform that's becoming a boardroom-level concern. Topics Discussed: Strategic pivoting based on customer feedback and advisory board insights Expanding target audience from cybersecurity to infrastructure and operations teams Building effective webinar partnerships that drive hundreds of registrations Adapting marketing strategies for AI-driven search and ChatGPT optimization Transitioning marketing channels from Google Ads to video platforms Maintaining marketing integrity and honesty in a "snake oil" industry   //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM

    ١٩ من الدقائق
  3. How to Use Original Research to Power Your Content Strategy

    ٢٨ أغسطس

    How to Use Original Research to Power Your Content Strategy

    In this episode of The Marketing Front Lines, we speak with Gerry Abbey, Head of Marketing at Copia Automation. Copia provides an industrial DevOps platform that helps manufacturing and distribution companies protect against ransomware attacks through operational technology cyber resilience. In industries where downtime costs millions of dollars per hour, Copia's backup solutions enable rapid recovery from cyber threats. Gerry shares his evolution from teacher to global data collector to marketer, and reveals how he's built a content-driven marketing engine centered on original research that positions Copia as a thought leader in the emerging industrial DevOps space. Topics Discussed: Building a story-driven marketing philosophy backed by data Creating and executing comprehensive original research programs Developing multi-channel activation playbooks for maximum report impact Leveraging third-party research firms for unbiased industry insights Positioning in emerging categories through thought leadership Building external stakeholder networks for content validation Managing research programs at different budget levels   //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM

    ٢٠ من الدقائق
  4. Why LinkedIn Thought Leader Ads Beat Traditional B2B Creative

    ٢٨ أغسطس

    Why LinkedIn Thought Leader Ads Beat Traditional B2B Creative

    In this episode of The Marketing Front Lines, we speak with Halle Kaplan-Allen, Head of Marketing at Sydecar. Sydecar is a fintech and legal tech platform that handles the "back office" functions of VC investing - everything from legal documents to regulatory filings that VCs don't want to deal with. Starting as content creators in the VC operations space during the 2020-2021 investing boom, Sydecar built their marketing engine around deeply understanding their niche customer segment and creating genuinely valuable educational content. Their approach demonstrates how B2B companies can build trust and stay top-of-mind in transactional markets where customers aren't always ready to buy. Topics Discussed: Building content authority in a gatekept industry (VC operations) Evolving from content-first to multi-channel marketing strategy Managing transactional business models through brand building Scaling thought leadership advertising on LinkedIn Building marketing teams through experimentation-first hiring Leveraging AI search channels for lead generation The return to personalized, less scalable marketing tactics     //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM

    ٢٤ من الدقائق
  5. Welcome to the era of B2H w/ Matt Lyman

    ٢٧ أغسطس

    Welcome to the era of B2H w/ Matt Lyman

    In this episode of The Marketing Front Lines, we speak with Matt Lyman, VP of Marketing at Flosum. Matt brings a unique perspective to B2B marketing, having evolved from bankruptcy collections to theater background into marketing leadership. His philosophy centers on "business-to-human" (B2H) marketing—recognizing that even in B2B environments, you're always selling to people, not companies. Through his experience across multiple industries, from financial services to DevOps, Matt has developed a flexible, person-centric approach that emphasizes emotional connection and authentic engagement over traditional enterprise messaging. Topics Discussed: Building a person-centric B2B marketing philosophy Breaking through conservative industry mindsets with creative campaigns Balancing multiple buyer personas and decision-making units Testing emotional and humorous content in B2B environments Learning from deal losses to improve messaging and positioning Managing marketing priorities across different product lines Drawing inspiration from B2C emotional marketing tactics   //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM

    ٣٣ من الدقائق
  6. Why 99% of Cybersecurity Marketers Are Doing Demand Gen Wrong

    ٢٧ أغسطس

    Why 99% of Cybersecurity Marketers Are Doing Demand Gen Wrong

    In this episode of The Marketing Front Lines, we speak with Anthony (Tony) Lombardo, VP of Marketing at ThreatModeler Software. Tony brings a unique engineering-to-marketing background to cybersecurity demand generation, where he's discovered that most companies are confusing demand capture with true demand generation. In a noisy cybersecurity market where every vendor sounds identical, Tony has developed a systematic approach to standing out through customer research, market studies, and thought leadership that actually educates rather than just amplifies. His framework challenges conventional wisdom about paid search, content syndication, and the timeline for measuring true demand generation success. Topics Discussed: The critical difference between demand generation and demand capture Why cybersecurity marketing has become an echo chamber and how to break through Building thought leadership content that buyers actually want to consume Using market research and customer interviews to identify content opportunities The real ROI timeline for content syndication (12+ months) When paid search actually works in B2B cybersecurity sales Framework for the first 90 days at a new marketing role   //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM

    ٢٤ من الدقائق
  7. Building Marketing Guidelines That Actually Stick Across Teams

    ٢٦ أغسطس

    Building Marketing Guidelines That Actually Stick Across Teams

    In this episode of The Marketing Front Lines, we speak with Ben Levine, Senior Director of Product Management and Marketing at Axiado Corporation. Axiado delivers AI-driven hardware anchored platform security and system management for enterprise data centers and cloud infrastructure. Ben brings a unique perspective to B2B tech marketing, having transitioned from academia to engineering to product management before landing in marketing. His technical background shapes his approach to building trust with highly technical buyers while executing sophisticated messaging pivots and go-to-market strategies. Topics Discussed: Executing company-wide messaging pivots from product features to platform benefits Building comprehensive messaging guidelines and rollout frameworks Balancing technical accuracy with compelling value propositions Structuring small, high-impact marketing teams for B2B tech companies Creating depth-over-volume content strategies for technical audiences Managing indirect sales channels and creating pull-through demand       //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM

    ١٩ من الدقائق
  8. How Pave is Defining and Dominating the Compensation Intelligence Category

    ٢٢ أغسطس

    How Pave is Defining and Dominating the Compensation Intelligence Category

    In this episode of The Marketing Front Lines, we speak with Alex Cwirko-Godycki (ACG), Vice President of Marketing & Strategy at Pave. Pave is pioneering the compensation intelligence category by combining market data with internal business intelligence to help companies make better compensation decisions. As Pave evolves from serving early-stage startups to enterprise customers, ACG shares how they're navigating the challenging transition of moving upmarket while defining an entirely new category around AI-powered compensation tools. Topics Discussed: Transitioning from startup to enterprise marketing positioning Building a content strategy around proprietary data insights Defining and owning the "compensation intelligence" category Navigating AI hype while maintaining authenticity and trust Scaling founder-led marketing through LinkedIn Balancing growth metrics with brand building Using research as a competitive moat and marketing engine     //   Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.  www.GlobalTalent.co   //   Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM

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Learn directly from B2B marketers on the front lines. Brought to you by:  www.FrontLines.io/podcast — Podcast-as-a-Service for B2B tech brands. Launch your show in 45 days.

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