The Marketing Front Lines

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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.

  1. Building Developer Trust in Healthcare AI Without Hype

    HÁ 22 H

    Building Developer Trust in Healthcare AI Without Hype

    In this episode of The Marketing Front Lines, we speak with Jack McInnes, Director of Marketing at Corti AI, an AI platform company serving the healthcare technology industry. Corti AI started as a research group from a Copenhagen university and has evolved into a developer-focused platform that enables health tech organizations, EHR companies, and healthcare professionals to build AI-powered applications through APIs, SDKs, and embedded solutions. Jack shares how Corti pivoted from expensive enterprise conference marketing to a product-led growth motion targeting developers, the critical role of authentic content in an AI-saturated market, and why trust-building through scientific rigor matters more than ever in B2B tech marketing. Topics Discussed Transitioning from enterprise conference marketing to product-led growth Building dual go-to-market strategies for developers and healthcare enterprise buyers Creating authentic thought leadership content in the age of AI-generated marketing Structuring flat, cross-functional growth teams for agility Establishing trust and credibility in highly regulated industries Balancing automation efficiency with content quality and brand integrity Lessons For B2B Tech Marketers Recognize When Traditional Channels Reach Diminishing Returns: Corti invested heavily in healthcare conferences and trade shows to stand out against major competitors, but found the ROI increasingly difficult to justify. The high costs and labor-intensive nature of this channel sparked their strategic pivot toward developer-focused product-led growth. For B2B marketers, this illustrates the importance of ruthlessly evaluating channel performance and being willing to redirect budget when enterprise sales motions become unsustainable for your company stage. Design Go-To-Market for Two-Sided Influence Dynamics: Corti discovered that marketing directly to developers creates bottom-up demand that influences enterprise purchasing decisions—similar to how children's marketing creates demand that parents must address. By enabling developers to build on their platform and experience its value firsthand, these technical users become internal advocates within healthcare organizations. This approach is particularly effective in industries where technical evaluators heavily influence procurement decisions, even when they don't control budgets. Preserve Content Quality as Competitive Differentiation in the AI Era: While AI tools make it tempting to populate every channel with high-frequency content, Jack emphasizes that automated content quickly becomes "trash" that trains audiences to ignore your brand. Corti's strategy involves investing in substantive Substack content from PhD researchers and subject matter experts, then using AI to reformat and distribute these valuable pieces across channels. The core principle: automate distribution, but never outsource strategic thinking or domain expertise. Structure Growth Teams Around Outcomes, Not Functions: Rather than traditional marketing hierarchies, Corti organized a ~10-person cross-functional growth team including engineers focused on user experience, performance marketers, activation specialists, and marketing generalists. This flat structure eliminates bureaucratic approval layers and enables everyone to "be in the weeds and building." For B2B tech companies at scale-up stage, this model prioritizes execution speed and customer-centricity over departmental silos. Build Trust Through Scientific Rigor, Not Marketing Hype: In a market saturated with AI vendors making inflated claims, Corti differentiates by publishing peer-reviewed papers in academic archives and employing former doctors and long-tenured healthcare professionals. Jack argues that B2B buyers—especially in regulated industries—desperately need partners who don't overstate capabilities and can prove what they deliver. This means rejecting the temptation to manipulate markets and instead ensuring your audience genuinely benefits from your message. Apply the "Hard Work Heuristic" to Content Strategy: Jack offers a useful framework for evaluating content value: if it was difficult to create, it probably means something; if it wasn't, it probably won't resonate. This counters the AI-driven tendency toward prolific but shallow output. For topics requiring domain expertise or novel positioning, marketers must carve out protected time for research, thinking, and writing—treating substantive content creation as irreplaceable strategic work rather than a task to automate. Respect Your Market by Avoiding Content Pollution: Corti recognizes that flooding channels with AI-generated content can damage subscriber trust and brand perception faster than it builds pipeline. This principle of "respecting the market" means considering whether each piece of content genuinely serves the audience before distribution. In an era where automation enables unprecedented content volume, restraint and selectivity become competitive advantages that preserve audience attention and engagement.   //   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

    33min
  2. Why Your First Marketing Hire Should NOT Be Demand Gen w/ Joelle Gropper Kaufman

    HÁ 1 DIA

    Why Your First Marketing Hire Should NOT Be Demand Gen w/ Joelle Gropper Kaufman

    In this episode of The Marketing Front Lines, we speak with Joelle Gropper Kaufman, Strategy and Revenue Catalyst of GTM Flow. Joelle brings 25+ years of CMO and CRO experience, from pioneering AI-powered book recommendations at Barnes & Noble in 1996 to leading marketing at enterprise security and martech companies. Her career spans the evolution of web services security at RSA, XML acceleration at Reactivity, and customer experience platforms. Today, she helps marketing and revenue leaders navigate constant curveballs through her Curveball Method—a systematic approach to recognizing, analyzing, and responding to unexpected challenges that's been adopted by leaders at companies from OpenAI to Facebook. Topics Discussed Hiring for horsepower over perfect experience The evolution from product to marketing leadership AI literacy without AI dependenc Communication styles as a strategic competency The Curveball Method for leadership resilience Founder mistakes in marketing timing and focus The product marketer as first marketing hire Hiring marketing leaders as business partners Customer research methodologies for early-stage companies Understanding "why now" as the foundation of urgency Strategic press relations beyond promotional thinking Lessons For B2B Tech Marketers Hire for Thinking Patterns, Not Resume Bullets: Use behavioral interviewing to understand how candidates solve problems and learn from failures rather than rehashing what's already on their resume. Ask about successful and unsuccessful initiatives, probe their measurement approaches, and critically, ask what they're doing differently having learned from mistakes. The goal is assessing adaptability and self-awareness, not finding people who think exactly like you. Control What Your Audience Remembers: If you don't actively shape what stakeholders remember from any interaction—whether it's an interview, presentation, or product demo—you haven't done your job as a marketer. This applies especially to "gimme questions" like "why are you interested in this company?" where you have full control of the narrative. Every interaction is an opportunity to intentionally craft the takeaway message. Prioritize the "Why Now" Over the "What": Stop leading with your technology's features and capabilities. Your swanky, sexy tech doesn't matter if you can't articulate whose urgent problem you solve. Interview customers who actually bought to understand why they needed your solution immediately rather than saying "good idea, let me get back to you." Marketing is about finding people for whom your solution is a top-three problem demanding immediate attention. Make Your First Marketing Hire a Product Marketer: Resist the temptation to hire demand gen first, even with intense pipeline pressure. Without clear positioning, target customer definition, and understanding of urgent problems, you'll burn money generating low-quality leads that don't close. A strong product marketer who conducts customer research and defines positioning saves exponentially more money than they cost by preventing wasted demand gen spend. Seek Business Partners, Not Functional Specialists: When hiring marketing leaders, prioritize people who can help increase the overall value of your business over those with specific tactical skills or identical industry experience. Skills are teachable; strategic business thinking, cross-functional partnership ability, and understanding how to pull marketing levers to drive company outcomes are rare. This is the difference between a CMO who stays 4+ years versus annual turnover. Invest in Understanding Communication Styles: Learning how different people need to be communicated with reduces stress, minimizes conflict, and enables innovation. This isn't about always communicating how you prefer—it's about reading signals and adapting to how others process information. This skill mirrors effective AI prompting: if you don't communicate with specificity in the receiver's language (human or machine), you won't get the outcome you want. Treat Founder-Led Sales as Research, Not Just Revenue: Your first few customer conversations aren't primarily about closing deals—they're about discovering patterns in who needs you, why they need you now, and what's irritating about their current solutions. Go back to early customers and ask explicitly about timing and urgency. These insights become the foundation for all future positioning, messaging, and go-to-market strategy. Use AI-Powered Research Tools to Scale Customer Discovery: Platforms like Winware enable rapid market research panels with AI-conducted interviews that go deeper than traditional surveys, while tools like Atom X synthesize conversation transcripts to identify patterns in customer language, pain points, and commonalities. These tools compress months of manual research into weeks, but only if you start with a clear hypothesis about who you're trying to reach and what you're trying to learn. Shape Funding Announcements Around Customer Value: Copy-paste funding news is wasted visibility. When outlets will publish your press release with minimal editing, use that guaranteed coverage to speak directly to your target customer's needs. The fact that you raised money matters less than what you can now do to solve their urgent problems. Every piece of visibility should advance your market positioning, not just announce financial milestones. Understand the Wall Street Journal's Investigative Nature: The WSJ hires smart reporters to write stories they want to write—you will never control or even fully know the narrative. Before engaging, research the reporter's typical story angles and honestly assess whether you want to be part of that type of coverage. Not all press is good press; companies have been damaged or destroyed by being included in investigative pieces about industry practices, even when they weren't doing anything wrong. Budget 8-16 Hours Weekly for Quality Podcast Production: Creating a podcast that actually drives business value requires significant time investment: guest research and prep, recording, editing, creating derivative marketing assets, and distribution. If you're not prepared to invest this time as a marketing leader, partner with a professional podcast production company. A mediocre podcast in a sea of 1.4 million shows wastes resources and damages credibility. Maintain AI Literacy Without AI Dependence: Every marketing leader must be conversant in AI tools and applications, but over-reliance produces generic, soulless content that audiences immediately recognize. AI can't provide the personal stories, nuanced strategic thinking, and authentic human connection that differentiate great marketing. Use AI for efficiency and scale, but inject human judgment, creativity, and storytelling to make the output genuinely valuable.   //   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

    33min
  3. How to Time Analyst Relations for Maximum Category Impact

    HÁ 2 DIAS

    How to Time Analyst Relations for Maximum Category Impact

    In this episode of The Marketing Front Lines, we speak with Matthew Howard, SVP & CMO at Virtru. Matthew brings a unique perspective shaped by his early career in enterprise sales, which taught him the critical discipline of customer discovery and budget-based market validation. At Virtru, he's positioning the company at the forefront of a tectonic shift in cybersecurity—moving from perimeter-centric defense to data-centric security with granular, molecular-level protection. Through systematic customer conversations about budgets, vendor consolidation patterns, and multi-year roadmaps, Matthew identified this trend in its second or third inning, enabling Virtru to establish thought leadership before the category fully crystallizes. His approach emphasizes patient brand building, authentic engagement across the long tail of micro-media channels, and the strategic timing of analyst relations investments to capture emerging market momentum. Topics Discussed Transitioning from sales to marketing with customer empathy at the core Budget-based customer discovery as a market intelligence framework Identifying tectonic trends through vendor consolidation patterns The microservices-to-data-centric-security analogy for architectural shifts Strategic timing of analyst relations investments during category formation Navigating founder pressure for category creation versus market reality Multi-channel presence strategy across the long tail of micro-media The evolution of event marketing ROI and the 1:10:2 ratio framework Authentic engagement in communities like Reddit for B2B cybersecurity Patience as a competitive advantage during market evolution   Lessons For B2B Tech Marketers Use Budget Discovery as Your Primary Market Intelligence Tool: Matthew's approach to understanding customer needs centers on direct budget conversations: How much money exists in a category? Which vendors currently receive that budget? What's the consolidation plan for next year? This systematic inquiry reveals both competitive positioning and emerging trends. When customers consistently indicate they're consolidating spend away from certain vendors toward others, you're observing market tectonic shifts in real-time. This framework provides concrete validation of product-market fit and reveals whether you're competing for existing budget or trying to create new budget categories. Identify Technical Architecture Shifts as Category Creation Opportunities: The most defensible category creation opportunities mirror fundamental technical architecture shifts, not marketing narratives. Matthew draws a parallel between the 10-year transition from monolithic three-tier applications to microservices and the emerging shift from perimeter-centric security to data-centric security with molecular-level controls. These "tectonic shifts" create genuine new buying patterns because they solve problems the old architecture couldn't address. Look for technical transformations where engineering teams are rebuilding fundamental infrastructure—these create real budget reallocation, not just messaging differentiation. Time Your Analyst Relations Investment to the Market Development Curve: Analyst firms don't make markets, they follow them. When Gartner receives inquiry call volume that grows from 0 to 100 to 1,000 over 36 months, they're measuring real market emergence—and that's your signal to invest heavily in analyst relations. Matthew deprioritizes AR spending in mature or pre-market stages but goes all-in during the second or third inning when analysts are codifying their thinking. Insert yourself into the category definition process when inquiry volume proves market momentum but before the category hardens. Early thought leadership during this window positions you favorably regardless of how the final category boundaries settle. Accept Category Imperfection and Optimize for "Good Enough" Positioning: Pure category creation—defining a market exactly as you envision it—is lightning in a bottle. Matthew acknowledges Virtru's category may ultimately split across multiple existing Gartner categories rather than creating one perfect new category. The pragmatic approach: do the foundational work to ride the technical trend, establish thought leadership across relevant analyst conversations, and position to "compete and win fair share" once the dust settles. This realism prevents the trap of over-investing in perfect category definition while missing the actual market opportunity. Build Presence Across the Long Tail of Micro-Media With Authentic Voice: Mass media is dead; millions of markets of dozens of buyers define modern B2B discovery. Matthew invests in being present across G2, Reddit, emerging LLMs, and niche communities—not with promotional content but with authentic human engagement that adds value to practitioner conversations. For cybersecurity buyers facing overwhelming vendor noise, showing up with something to teach rather than something to sell builds long-term positioning. This requires discipline: engage where your ICP actually discusses problems, contribute genuine expertise without sales pitches, and accept that conversion happens over extended timeframes through trust accumulation. Apply the 60-60 Framework to Event Marketing ROI: Events deliver value through preparation and follow-up, not floor presence. Matthew's 1:10:2 ratio (every $1 spent should generate $10 pipeline and $2 ARR) requires 60 days of pre-event work: identifying attendees, securing meetings, building targeted outreach. The event day executes on that preparation. Then 60 days post-event captures value through systematic lead qualification and pipeline acceleration. Without this framework, event spending becomes brand presence theater. Matthew shifted events from priority level 7 (pre-COVID) to 3 (post-COVID) to 4-5 (current), with growing budgets focused on niche events where you can "play big" rather than being one of hundreds at RSA or Black Hat. Cultivate Strategic Patience During Market Evolution: In an industry obsessed with quarter-over-quarter growth, patience is a competitive advantage when positioning for tectonic shifts. Matthew emphasizes earning the right to future conversations: "I don't have a perimeter security product to sell you today. But if you believe the architectural shift is happening and in three years 20% of your budget moves to data-centric controls, call me." This requires CFO and board alignment around longer conversion cycles, but it positions you as the category expert when buying patterns finally shift rather than scrambling to catch up after competitors establish market position. Prioritize Customer Context Over Product Pitches in Practitioner Communities: CISOs face brutal economics: short tenure, inevitable breaches, success measured by "failing less than others." Vendors who acknowledge this reality and contribute educational value rather than sales pitches earn mindshare. Matthew's team engages on Reddit and other practitioner forums by sharing insights about architectural trends and security strategy—building brand association with thought leadership. When budget shifts and the conversation needs to happen, you've already established credibility. This approach flips traditional demand gen: instead of interrupting buyers, you position so buyers seek you out when their timing aligns with your solution.     //   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

    25min
  4. Building an In-House Podcast Studio for Enterprise ABM w/ Nikki Stones (Two-time guest!)

    HÁ 2 DIAS

    Building an In-House Podcast Studio for Enterprise ABM w/ Nikki Stones (Two-time guest!)

    In this episode of The Marketing Front Lines, we speak with Nikki Stones, VP of Marketing at Ben, a rewards and benefits platform serving global enterprises. After joining Ben a year ago during their critical transition from SMB to enterprise, Nikki orchestrated a complete marketing transformation—shifting budget from paid search to brand-building initiatives, launching an in-house podcast studio, and reimagining their entire go-to-market approach. Operating in the notoriously noisy HR tech space dominated by legacy players, Ben is positioning itself as a challenger brand through bold marketing, authentic community building, and a relentless focus on being useful rather than just being loud. Topics Discussed: Transitioning marketing strategy from SMB to enterprise markets Shifting budget allocation from paid search to brand awareness initiatives Building in-house podcast studios for relationship-driven marketing Implementing ABM strategies that actually work (beyond the buzzword) Creating differentiation in crowded, legacy-dominated industries Measuring marketing impact beyond traditional attribution models Leveraging AI to accelerate team efficiency without losing human judgment Prioritizing analog, in-person experiences in an increasingly digital world Lessons For B2B Tech Marketers: Recognize When Your Proven Playbook Needs to Die: Ben's SMB playbook—Google search to landing pages to lead gen forms—worked exceptionally well but became a liability when moving upmarket. Nikki completely reallocated spend from paid search to brand-building channels (paid social, ABM, events, podcasts, community). The painful lesson: what got you here won't get you there, and the transition takes longer than leadership expects because you're not just changing marketing—you're transforming the entire commercial motion. Platform Underserved Segments, Not Oversaturated Ones: Rather than creating another HR tech podcast for chief people officers (an oversaturated audience), Ben launched "Friends of Benefits" specifically for rewards and benefits leaders—a lonely, underserved community with no dedicated media. The insight: C-suite gets a thousand podcast invites; the VP two levels down gets zero. Identify who in your ICP is media-starved and build for them, not for the obvious executive buyers. Use Podcasting as a Multi-Dimensional Growth Engine: Ben measures podcast success not through subscriber counts but through pipeline generation, deal acceleration, customer relationship deepening, and content strategy insights. Their in-person studio setup creates pre- and post-recording conversation opportunities for message testing and relationship building. The ROI framework: direct pipeline + influenced opportunities + customer insights + content fuel + relationship strengthening. Invest in In-Person When Everyone Else Goes Digital: As AI commoditizes digital content and Zoom fatigue sets in, Nikki is doubling down on analog experiences—exec dinners, product innovation forums, in-house podcast recordings. The contrarian thesis: in a world drowning in digital noise, face-to-face interaction becomes the ultimate differentiator. Analog isn't legacy; it's the future of high-value B2B relationships. Make "Being Useful" Your Competitive Moat in Noisy Markets: In HR tech's sea of legacy players producing boring, derivative content, Nikki's strategy isn't being loudest—it's being most useful. Through podcast conversations, she discovered rewards leaders all face an internal marketing problem (employees don't know what benefits they have), which became both a product opportunity and content differentiation angle. The framework: clear narrative + genuine education + proof points + relationship investment = category differentiation. Build Lean, Experienced Teams Over Large, Junior Ones: Rather than scaling headcount, Nikki built a six-person marketing team of domain experts (product marketing lead, brand designer, demand gen manager, email marketer, content lead) who leverage AI, freelancers, and automation to punch above their weight. The hiring philosophy: bring in senior people who are experts in their specific discipline, eliminate admin work through technology, and let them focus on high-impact work they genuinely enjoy. Implement "Always Ben" Brand Presence Across Buying Committees: Moving upmarket meant dealing with bigger buying committees and longer sales cycles. Nikki's "Always Ben" strategy maintains consistent brand presence through paid social ads, ABM programs, founder communications, lifecycle marketing, and real-time signal tracking. The proof: an enterprise lead who saw brand awareness ads for two months, received a playbook email that morning, and booked a meeting the same day—multi-touch attribution in action. Assign an AI Champion, Don't Outsource Your Thinking: Rather than letting AI adoption happen chaotically, Nikki designated one naturally tech-curious team member as "AI champion" to identify use cases, prioritize implementations, and drive efficiency gains. Her AI philosophy: use it to speed up judgment, not replace it. Deploy AI for research synthesis, content distribution, fact-checking, and administrative tasks—but keep the human firmly in the loop for strategic thinking, original perspectives, and brand voice. Track Signals and Influence, Not Just Attribution: With the shift to brand and ABM, Nikki implemented Dream Data to track customer journey signals and marketing influence rather than relying solely on last-click attribution. The measurement framework acknowledges that enterprise buying is multi-threaded and multi-touch, requiring visibility into how marketing creates and accelerates pipeline across the entire buying committee journey. Test Boldly in Creative, Even When Things Flop: Nikki's paid social experiments included nostalgic 90s tech ads (mocking legacy competitors), voucher incentives for meetings (flopped), and various attention-grabbing creative approaches. The testing mindset: in a boring industry where most competitors play it safe, bold creative experimentation is worth the risk—and the failures teach you what actually resonates with your ICP.     //   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

    23min
  5. Building Trust in Markets Where Competitors Destroy It (Why Ethical AI Matters)

    HÁ 6 DIAS

    Building Trust in Markets Where Competitors Destroy It (Why Ethical AI Matters)

    In this episode of The Marketing Front Lines, we speak with Zach O'Neal, Global Head of Marketing at Flawless AI. After five years leading product marketing at Disney+ (including launches of IMAX Enhanced, Apple Vision Pro experiences, and the Disney/Hulu/ESPN bundle), Zach joined Flawless AI—a post-production AI company revolutionizing film and TV through ethical, assistive artificial intelligence. Flawless provides tools for visual ADR, performance transfer, and localization that eliminate reshoots while preserving artistic intent. Unlike generative AI that scrapes unlicensed content, Flawless trains models exclusively on proprietary, licensed data and works directly with SAG-AFTRA and the Motion Picture Editors Guild to ensure ethical compliance. Their approach exemplifies how B2B tech companies can differentiate through values-driven positioning in controversial technology categories. Topics Discussed Building marketing strategy for ethical AI in a skeptical, artist-driven industry Differentiating through compliance and guild partnerships in competitive AI markets Creating educational content that builds category understanding before product consideration Launching theatrical firsts (first visually dubbed film in US theaters through AMC partnership) Structuring cross-functional marketing across product, growth, brand, and partner teams Grassroots event strategy (VUB Clubs in LA, UK, expanding to Vancouver, NYC, Dallas, Austin) Leveraging customer testimonials and case studies as primary trust-building mechanisms Transitioning from enterprise product marketing (Disney+) to startup marketing leadership Lessons For B2B Tech Marketers Lead with Values When Technology Is Controversial: Flawless's entire marketing narrative centers on "artists first" and ethical AI—not product features. In markets where your technology faces existential skepticism, leading with moral positioning and industry protection creates differentiation competitors can't match. Zach emphasizes that testimonials from guilds and filmmakers carry infinitely more weight than company claims. Build the Category Before Building Demand: Flawless invests heavily in educating the industry on assistive versus generative AI, licensed versus unlicensed training data, and ethical compliance frameworks. Rather than pushing immediate conversion, they ensure prospects understand evaluation criteria—knowing that informed buyers who prioritize ethics will choose them. This "teach them how to buy" approach builds long-term market position. Create Physical Touchpoints for Complex Technical Products: VUB Clubs provide hands-on training where post-production professionals can test tools, ask detailed questions, and access free trials. For technical B2B products requiring behavior change, physical spaces for education and experimentation drive adoption more effectively than digital campaigns alone. Use Partnerships as Third-Party Validation Engines: Integration partnerships with AWS and Avid Media Composer, plus working relationships with SAG-AFTRA and the Motion Picture Editors Guild, provide external credibility that overcomes inherent skepticism. Flawless ensures partners have comprehensive positioning and messaging so "everybody talking about Flawless is singing the same song." Transform Founder Origin Stories into Market Positioning: Flawless's founder Scott created the company as a filmmaker to eliminate creative compromises—a narrative Zach uses to prove the technology serves artists rather than replaces them. Founder-market fit stories humanize controversial technologies and demonstrate authentic industry alignment. Address Competitive Misbehavior Directly: Rather than ignoring competitors who market AI as human replacement, Zach explicitly distinguishes "AI done right versus AI done wrong." In markets where bad actors damage category perception, directly educating buyers on evaluation criteria (training data sources, consent flows, artist compensation) positions your company as the ethical alternative. Structure Omnichannel Consistency Through Unified Narrative: From SDR scripts to product marketing materials to event collateral to social content to video campaigns (like "Flawless Voices"), every touchpoint reinforces the same core message: ethical compliance, consent-first, artist forward. This narrative discipline ensures consistent brand perception across all customer journey stages. Leverage Previous Industry Experience as Trust Signal: Zach's five years at Disney+ provides instant credibility when marketing to entertainment industry professionals. His transition story—from leading product marketing at the world's premier streaming service to championing ethical AI in entertainment—validates that Flawless represents a trustworthy path forward for the 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

    22min
  6. How to Lead an Internal AI Workshop w/ Kirti Dewan, Chief Marketing Officer of Fiddler AI

    6 DE NOV.

    How to Lead an Internal AI Workshop w/ Kirti Dewan, Chief Marketing Officer of Fiddler AI

    In this episode of The Marketing Front Lines, we speak with Kirti Dewan, Chief Marketing Officer of Fiddler AI, an enterprise AI observability platform. Kirti navigates one of the most challenging marketing environments in B2B tech history—where buying committees have exploded in size, new AI personas emerge constantly, and competitive dynamics shift every 15 minutes. From implementing quarterly AI workshops that unite marketing and sales teams to experimenting with cutting-edge martech tools, Kirti reveals how lean teams can stay agile in hyper-competitive markets. Her approach emphasizes relentless iteration, strategic experimentation, and maintaining team energy through constant feedback loops—principles that mirror the AI lifecycles her company helps enterprises manage. Topics Discussed: Navigating the most competitive B2B tech market in history as an early-stage AI company Managing expanded buying committees and longer deal cycles in enterprise sales Building a culture of continuous experimentation and A/B testing across marketing and sales Implementing quarterly AI workshops to solve team pain points and automate workflows Evaluating and adopting emerging martech tools (Descript, Restream, N8N, Airtable, Clay) Operating in constant sales enablement mode as market dynamics shift rapidly Adapting marketing strategies for buyers overwhelmed by solution proliferation Preparing the next generation of marketers for an AI-native workplace Lessons For B2B Tech Marketers: Institute Quarterly Cross-Functional AI Workshops: Fiddler runs workshops every three months with 8-9 participants from marketing and sales. Before each session, team members document pain points, tedious work, and broken processes. The workshop then becomes a collaborative problem-solving session where teams brainstorm tools, workflows, and automation strategies. This structured-yet-fluid format has uncovered solutions like Airtable's template library and sparked ideas for custom MCP servers and N8N workflows. Embrace Perpetual Sales Enablement as the New Normal: The days of completing a deck, training the team, and moving on are over. Modern B2B marketers must accept operating in a "constant state of sales enablement" where materials require continuous revision as competitive landscapes shift every 15-30 minutes. This requires different energy and mindset—viewing iteration and refinement not as disruption but as standard operating procedure, mirroring the feedback loops in AI systems. Experiment Relentlessly with Emerging Tools: In crowded markets, competitive advantage comes from testing new martech and sales tech solutions before they become saturated. Kirti's team actively experiments with tools like Descript for content creation, Restream for automated webinar snippets, Infinigrow for marketing analytics and forecasting, and Clay for enrichment. The philosophy: try quickly, measure results, and either scale or kill experiments without fear of failure. Maintain Market Awareness Through Team-Wide Reading Culture: When competing in rapidly evolving categories, teams cannot afford knowledge gaps. Kirti emphasizes that her team must "have the wherewithal to stay abreast of the market"—constantly reading about ecosystem developments, competitive movements, and adjacent technologies. This collective market intelligence enables faster strategic pivots and more informed experimentation. Design Workshops for Fluidity Over Structure: While Kirti values structure in most contexts, she deliberately keeps AI workshops loosely structured to encourage creativity, vulnerability, and cross-functional problem-solving. Team members are exploring unfamiliar tools and putting themselves in learning mode, so maintaining a comfortable, natural environment yields better outcomes than rigid agendas. She intervenes only when conversations drift into budget concerns or headcount discussions, refocusing on solving immediate problems. Recruit for Adjacent Skills, Not Just Domain Experience: As marketing playbooks get rewritten, traditional hiring criteria may limit innovation. Kirti questions whether demand gen hires must have prior demand gen experience or if someone with financial modeling expertise might pioneer new approaches to growth and AI-powered marketing operations. This opens opportunities to bring fresh perspectives from adjacent disciplines into marketing organizations. Understand That Fundamental Marketing Principles Persist: Despite technological disruption, core tenets remain constant: understand your market to do marketing effectively, know your ICP deeply, and determine what to say, how to say it, and where to meet buyers. The difference lies in execution—programs, tactics, and campaigns must continuously evolve as buyer behaviors and consumption patterns shift with AI adoption.     //   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

    24min
  7. Why Supply Chain Marketing Isn't About Products Anymore

    6 DE NOV.

    Why Supply Chain Marketing Isn't About Products Anymore

    In this episode of The Marketing Front Lines, we speak with Bianca Buckridee, VP of Product Marketing at Infios. Bianca shares her unconventional path from banking operations to product marketing leadership, culminating in her current mission to transform how supply chain technology companies tell their stories. After launching Chase Bank's social media customer service category and leading generative AI go-to-market at AWS, she returned to supply chain tech driven by a passion for the human stories behind logistics operations. Her approach challenges the traditional feature-focused marketing playbook, instead positioning AI-powered supply chain solutions around what matters most: giving people their time back to live fuller lives outside of work. Topics Discussed The evolution of product marketing organizational structure and discipline Why product marketing belongs under product, not CMO organizations Marketing supply chain technology in an industry traditionally built on relationships Reframing AI adoption hesitation as human-centered concern, not technophobia Building narratives that extend beyond product features to life impact The maturation of product marketing frameworks and educational resources Hiring philosophy for early-stage marketing teams Lessons For B2B Tech Marketers Position Product Marketing as Strategic Intelligence Hub, Not Campaign Execution: Bianca argues that product marketing maturity is revealed by org chart placement. At Infios, product marketing sits under product strategy and marketing, with seats at the table for product vision, AI strategy, and roadmap decisions. The function aggregates insights from customer success, professional services, analyst relations, and brand teams, then distills these into strategic direction for product managers. This elevation from "another arm of marketing" to strategic nucleus happens when executives recognize product marketing's unique cross-functional intelligence gathering role. Reframe Technology Adoption Barriers as Human Stories Worth Telling: When Bianca investigated why supply chain operators hesitated to adopt AI, she discovered the real concern wasn't technological—it was fear of human displacement. This insight became a positioning opportunity: AI augmentation that handles mundane work while preserving human strategic decision-making and control. Rather than dismissing adoption hesitation as "laggard" behavior, Bianca transformed it into a narrative about transparency, explainability, and keeping humans in the loop. The lesson: dig beneath surface-level objections to find the human story that resonates. Extend Value Propositions Beyond Professional Outcomes to Personal Life Impact: Bianca's marketing approach for Infios extends the value narrative past traditional efficiency metrics. Yes, the product improves warehouse operations—but the real story is what that efficiency gives back to operators: attending their kids' games, picking up hiking routines, spending evenings with family instead of stuck on mundane tasks. This human-centered positioning recognizes that "who we are at work is only one part" of people's lives. For B2B marketers in technical categories, this creates differentiation through emotional resonance while maintaining tactical credibility. Match Marketing Hires to Specific Growth Stage and Awareness Level: Bianca receives constant recruiter outreach for roles that combine VP of marketing, product marketing, growth marketing, demand generation, and brand—all in one person. Her advice to founders: "There is not a single person alive that can do all of those roles." Early-stage companies need generalist marketers who balance strategic marketing, solutions marketing, and brand awareness. Product marketing becomes essential once you have product suites on quarterly release cycles. The key is diagnosing where you are on the awareness curve and which marketing function moves you to the next scale level. Hire for Creative Passion Over Specific Skill Sets: Bianca's hiring philosophy prioritizes passion for creation—whether content, visual ideation, or storytelling—over checking skill boxes. "I can teach a skill set," she explains. This approach recognizes that product marketing frameworks are now highly disciplined and teachable through resources like Product Marketing Alliance and Product Marketing Bootcamp. The unteachable elements are creative drive, storytelling instinct, and genuine passion for the subject matter. For supply chain marketing specifically, she looks for people who can find compelling human narratives in operational technology. Leverage Product Marketing Discipline Evolution for Organizational Maturity: The product marketing function has evolved from "loosey goosey" in 2015 to highly structured methodologies today. Bianca references the standard progression: building positioning, developing messaging, conducting competitive intelligence, then creating bill of materials to enable sellers at the right maturity pace. Organizations can accelerate product marketing impact by adopting these established frameworks rather than reinventing approaches. The maturation of the discipline also strengthens the case for elevating product marketing to strategic functions rather than relegating it to campaign execution.   //   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

    17min
  8. Navigating GEO: Earned Media & SEO Tactics That Actually Work

    6 DE NOV.

    Navigating GEO: Earned Media & SEO Tactics That Actually Work

    In this episode of The Marketing Front Lines, we speak with Nicholas Lembo, VP of Marketing at Coast, a modern finance solution revolutionizing expense management for trades businesses. Coast is disrupting the legacy fuel card industry by providing fleet managers with unprecedented control and visibility across fuel and non-fuel expenses. From landscapers to HVAC companies, Coast serves businesses with 5 to 500+ vehicles that need better solutions than outdated competitors offer. Nicholas shares tactical insights on navigating the AI-driven search landscape, building scalable marketing systems during hypergrowth, and using AI to solve sales enablement challenges without adding headcount. Topics Discussed: Transitioning from paid social dominance to a diversified channel mix Navigating GEO (Generative Engine Optimization) and AI Overviews impact on search Building marketing systems and processes for Series B hypergrowth Using AI workflows to create temporary solutions that extend hiring timelines Leveraging call recording analysis for automated sales enablement content Moving upmarket while maintaining product-led expansion strategies Balancing community forum presence with earned media for AI visibility Understanding multi-touch attribution through customer journey mapping Lessons For B2B Tech Marketers: Prioritize Message Clarity Over Channel Sophistication: Nicholas' philosophy centers on cutting through B2B noise with crystal-clear messaging about value, audience fit, and differentiation. In an era of AI-generated outbound and inbox overload, the fundamental discipline of articulating "what we do, who it's for, and why it matters" becomes your most defensible competitive advantage. This communications-first approach trumps channel optimization every time. Treat Your First 90 Days Like Sales Onboarding: Rather than taking a channel-by-channel audit approach when joining a new company, Nicholas recommends immersing yourself in sales calls and customer conversations. His goal: become the best salesperson on the team. This ground-up understanding of how customers move through the sales cycle provides the context needed to build effective attribution models and identify high-leverage customer journey moments. Build AI-Powered Stopgaps to Buy Time for Strategic Hires: Coast uses AI to analyze sales and onboarding call recordings, identifying common themes and automatically generating enablement content tailored to specific customer profiles and journey stages. This approach doesn't eliminate the need for dedicated enablement hires—it creates sophisticated temporary solutions that prevent bottlenecks during rapid scaling, allowing you to wait for the right person rather than rushing into the wrong hire. Map Attribution by Customer Journey Segments, Not Just Channels: Nicholas discovered that trade show attendees are highly likely to attend future events with specific content flavors. This insight came from stitching together high-leverage journey moments rather than viewing channels in isolation. Put yourself in the customer's shoes and trace their actual path—the patterns you discover will reveal attribution insights that channel-level reporting obscures. Invest in GEO Through SEO Fundamentals Plus Earned Media: Coast's approach to generative engine optimization focuses on three areas: community forum engagement (like everyone else), expanded PR and earned media efforts (a longer-term play), and strengthened SEO fundamentals that create spillover benefits for AI Overview visibility. The key is running multiple tests while tracking which efforts correlate with GEO results, acknowledging that algorithm changes make this a moving target. Design Your Expansion Strategy Around Natural Product Wedges: Coast started with fuel cards—a well-known category ripe for disruption—then expanded to non-fuel expenses when customers organically requested the capability. This product-led expansion from a narrow wedge into adjacent use cases (Home Depot runs, vehicle maintenance) provides a clear marketing narrative and natural cross-sell motion that serves the same ICP with increasing wallet share. Scale Teams Around Functional Gaps, Not Headcount Targets: With 12 people today and plans for 3-4 additions through 2026, Nicholas focuses hiring on specific functional expertise gaps rather than arbitrary growth targets. His current priority: lifecycle marketing capabilities supported by automated tooling. This disciplined approach to team building ensures each hire solves a specific scaling bottleneck tied to strategic priorities like core ICP retention and cross-product adoption.   //   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

    17min
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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.

Informações

  • Criado por
    Front Lines Media
  • Anos de atividade
    2024 - 2025
  • Episódios
    111
  • Classificação
    Livre
  • Copyright
    © Copyright 2024 All rights reserved.
  • Site do podcast
    The Marketing Front Lines