B2B Marketing: Tomorrow's Best Practices... Today

Leadtail
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  • Marketing
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There’s a dirty little secret in B2B Marketing: You can’t just win on Best Practices Alone. Join us as we interview the best and brightest in B2B marketing. Topics range from content marketing, brand marketing, AI's impact on the industry, and much, much more. New episodes every month!

  1. 5d ago

    The Future of GovTech Marketing: Data, Trust & Customer Relationships

    What does it take to build a user conference from scratch, market to public-sector customers, and lead a team through constant change? Clark Newby sits down with Jen Edwards, CMO of Euna, to unpack the strategies behind all three.Jen shares how Euna went from having no user conference to launching Universe, its first customer event, just nine months later—with roughly 250 attendees in year one and plans to build it into a much larger annual community. She explains how her team balanced branding, venue selection, budget constraints, and the unique needs of public-sector customers while building a repeatable event strategy.The conversation also explores what makes marketing to government, education, nonprofit, and other public-sector organizations different. With longer sales cycles, regulatory and compliance considerations, and intense accountability around public spending, building trust and demonstrating value are critical.Clark and Jen dig into how Euna combines data-driven marketing with relationship-driven marketing, including intent data, propensity data, customer advocacy, and a go-to-market command center designed to help sales teams understand where target accounts stand.They also discuss the complexities of building partnerships with major ERP platforms like SAP, Workday, and Oracle, including how to create clear expectations and accountability when partners can sometimes have competing solutions.Finally, Jen shares her perspective on becoming a change agent, why trust and accountability are foundational to high-performing teams, and why marketers should resist the idea that they've already "figured it out." She also explains why getting involved in communities—professional or otherwise—can create relationships, mentorship opportunities, and unexpected career connections.-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----00:00 — The Tension Between Marketing & Go-to-Market00:37 — Building Euna’s First User Conference04:15 — How to Launch a Conference From Scratch06:43 — Marketing to Public-Sector Customers09:42 — The Unique Challenge of Public Budgets11:34 — Using Data & Customer Advocacy to Drive Growth14:41 — Building Strategic Partnerships With SAP & Workday17:12 — Becoming a Change Agent as a Marketer20:19 — Why Marketers Must Stay Curious & Adaptable23:00 — Why Community Is Essential to Building Relationships#b2bmarketing #b2b

  2. Sep 17

    AI in Business: Why Leaders Should Ask Better Questions, Not Just Get Answers

    What happens when the knowledge that made you a successful leader starts becoming obsolete? Clark Newby sits down with Mark Stouse of Proof Causal.ai to explore AI, leadership, causality, and why asking better questions may matter more than having the right answers.In this episode of Tomorrow’s Best Practices Today, Clark and Mark explore how leaders can adapt when reality changes faster than their experience and established playbooks can keep up.Mark argues that effective leadership isn't about being the person with the most answers. It's about asking the right questions, challenging your own assumptions, and continually pursuing new knowledge. He shares how this philosophy shaped his own leadership approach and how he uses AI tools like ChatGPT and Claude through a Socratic-style dialogue designed to uncover what he doesn't know.The conversation also examines one of the biggest challenges facing businesses today: knowing what to trust. Mark explains the difference between correlation and causation, why traditional B2B marketing often relies on deterministic assumptions that don't reflect how markets and people actually behave, and how causal AI can provide a different way to understand go-to-market performance.-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----00:17 - Why Leaders Need to Ask Better Questions01:52 - When Your Knowledge Becomes Obsolete03:14 - From Having Answers to Asking Questions06:27 - The Ego Problem With Leadership10:33 - How AI Changes the Way We Learn12:33 - AI, Trust, and Testing Against Reality16:37 - Why AI Doesn't Remove Human Responsibility18:22 - The Problem With B2B Marketing22:55 - Why Go-To-Market Isn't a Machine28:37 - AI, Decision Safety, and Fiduciary Duty#b2bmarketing #b2b

  3. Aug 27

    AI Won’t Fix Your Broken Go-To-Market Strategy

    What if the B2B demand generation playbook you’ve been following for years is fundamentally broken? Clark Newby sits down with Achim Klor to challenge how marketers measure success, use AI, and think about go-to-market strategy. For years, marketers have been taught to generate demand, capture leads, measure everything, and connect those measurements directly to revenue. But what happens when measurement isn’t actually proof of what caused the outcome? In this episode of Tomorrow’s Best Practices Today, Achim Klor shares a candid look at why the traditional B2B go-to-market playbook is failing, why marketing and sales teams misunderstand time lag, and why companies need to start focusing on causality rather than simply collecting more data. The conversation also dives into AI adoption and the risks of relying on AI without the expertise to evaluate its answers. Achim explains why AI won’t necessarily replace you—but someone who knows how to use it might—and why “delegation is not abdication” when companies begin handing important decisions to AI systems.-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/---- 0:00 — Why the B2B Demand Gen Playbook Is Broken 1:53 — The Problem With Modern Demand Generation 5:45 — Why the Traditional Marketing Playbook Fails 8:20 — Measurement vs. Causality in Marketing 12:05 — How AI Is Changing Go-To-Market 14:02 — Using AI Without Losing Human Judgment 16:10 — Why AI Delegation Requires Accountability 18:15 — The Hidden Time Lag Between Marketing and Sales 23:36 — Why Marketing Is Probabilistic, Not Deterministic 26:17 — Overrated vs. Underrated Marketing Strategies #b2bmarketing #b2b

  4. Jul 30

    How to Build a Marketing Strategy That Actually Generates Pipeline

    Marketing isn't usually a pipeline problem—it's a learning problem. In this episode of Tomorrow's Best Practices Today, host Clark Newby sits down with Roark Pollock, Founder & CEO of P1 Growth Marketing, to discuss why so many B2B startups struggle to grow and what separates companies that scale from those that stall.The conversation dives into one of the biggest mistakes early-stage companies make: trying to solve execution problems before they truly understand their market. From building a repeatable demand generation engine to refining your ideal customer profile (ICP), identifying buying triggers, and using AI to improve sales enablement instead of creating more content, this episode is packed with practical advice for founders, marketers, and revenue leaders.You'll also hear why today's buyers complete most of their research before ever talking to a salesperson, how AI is changing the B2B buying journey, and why companies should be analyzing sales conversations to uncover customer insights instead of relying on assumptions. The discussion covers customer advisory boards, positioning, messaging, go-to-market strategy, win/loss analysis, and the importance of understanding why customers buy—not just who they are.Whether you're building a SaaS startup, leading a marketing team, or trying to generate more qualified pipeline, this episode offers actionable frameworks you can apply immediately.-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----00:00 – Preview: How to Identify Customer Buying Triggers00:41 – Meet Today's Guest: Marketing Growth for B2B SaaS Startups02:11 – The Real Reason Most Marketing Teams Struggle to Scale05:03 – The Four Signals of a Repeatable Marketing Engine10:07 – How AI Is Changing the B2B Buyer Journey Forever14:01 – Why Your Ideal Customer Profile (ICP) Isn't Complete16:28 – Finding the Triggers That Actually Drive Customers to Buy20:06 – Using Customer Advisory Boards to Improve Marketing Strategy23:39 – How AI Can Analyze Sales Calls to Improve Marketing25:00 – Overrated vs. Underrated AI Tools for Marketing Teams28:14 – Why Micro SaaS Is the Next Big Opportunity30:43 – Where to Connect with Roark Pollock & Final Takeaways#b2bmarketing #b2b

  5. Jul 16

    Why AI Is Making Human Connection More Valuable Than Ever

    AI is changing marketing faster than ever—but the companies winning aren't replacing people. They're learning how humans and AI work better together. In this episode, Clark Newby sits down with Michelle Killebrew, Founder & Chief Go-to-Market Strategist at Pegasus Strategy Company, to discuss why community, partnerships, and human expertise are becoming even more valuable in the age of AI.Drawing from her experience as a marketing executive, CMO advisor, and go-to-market strategist, Michelle shares why organizations need to rethink more than just AI tools. She explains how buyer behavior is changing, why strong positioning and brand reputation matter more than ever, and how businesses can adapt without losing the human qualities that create lasting competitive advantages.The conversation explores the rise of AI Engine Optimization (AEO), the growing importance of ecosystems and partnerships, the hidden costs of AI adoption, and why many organizations may need to revisit their ideal customer profile, messaging, and overall go-to-market strategy. Michelle also discusses why leadership, creativity, and collaboration remain uniquely human strengths that AI can't replace.Whether you're a marketing leader, founder, executive, or simply trying to understand how AI is reshaping business, this episode offers practical insights on balancing innovation with authentic human connection.-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----00:00 – Introduction to Michelle Killebrew01:48 – Building Pegasus Strategy Company & The Human Side of AI04:39 – Why Community Matters More in the AI Era07:15 – The Human Skills AI Can't Replace12:07 – How Companies Should Rethink Go-to-Market Strategy16:55 – AEO, Brand Reputation & Winning AI Search18:53 – Why Businesses Need to Reevaluate Their Customers21:26 – The Hidden Costs of AI Agents & Automation27:17 – What's Overrated and Underrated About AI30:24 – Staying Human in an AI-Driven World32:26 – Where to Connect with Michelle Killebrew#b2bmarketing #b2b

  6. Jun 19

    AI Is Making Content Easier. It's Not Making It Better.

    Marketing teams are producing more content than ever, and feeling less confident about it than ever. In this episode, Clark Newby sits down with Holly Enneking, VP of Marketing at Markup AI and co-founder of Indy Marketers, to dig into what she calls the Bermuda Triangle of content, AI, and search: a space where a lot of great marketing intentions seem to disappear.Holly brings a brand-first lens to a conversation the industry badly needs — not about how to generate more content faster, but about how to make sure what you're putting out actually sounds like you, serves your audience, and holds up under scrutiny. She shares what she's seen working with B2B marketing teams at different stages of AI maturity, including a striking disconnect between how C-suite leaders and their marketing teams assess readiness.They also explore how AI is reshaping the full content funnel, and what it means for the humans doing this work, including how marketing career paths are evolving and why junior talent still matters more than leadership might think.In this episode:- Why AI-generated content at volume is creating a brand consistency crisis- The C-suite vs. marketer perception gap on AI readiness (and why it matters)- How quality content is becoming a genuine differentiator in a sea of AI sameness- What "the confidence layer" looks like in practice for marketing teams- How the shift from SEO to AEO is changing content strategy from top to bottom of funnel- Building marketing community in a post-COVID, AI-accelerated world-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----#b2bmarketing #b2b

  7. Apr 16

    How to Use AI to Build Smarter Go-To-Market Systems

    AI isn’t just making marketing faster—it’s completely changing how it works. In this episode, Clark Newby sits down with Angus Robertson, founder of Outcome Marketing, to break down what that shift actually looks like in practice.Angus Robertson, a former CMO and now founder of Outcome Marketing, shares how he went all-in on AI—and why most marketers are still approaching it the wrong way. With over 20 years of experience in B2B SaaS and go-to-market strategy, Angus has worked with founders and leadership teams to build systems that drive real outcomes, not just activity.This conversation goes beyond surface-level AI talk. Angus walks through how he evolved from using tools like ChatGPT to building full applications, diagnostics, and even AI agents that integrate directly into workflows. What used to take months can now be done in days—and often better.-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----00:00 – Marketers Must Choose How Deep to Go with AI00:58 – Introduction & Guest Background in B2B Marketing02:34 – From CMO to Building a New Marketing Framework05:00 – Why AI Changed Everything for Marketing Leaders06:50 – The AI Tech Stack Shift (Winners vs Losers)11:05 – Real AI Use Cases: From Chatbots to Building Apps14:10 – Creating AI Agents and Automating Workflows15:50 – How to Help Teams Adopt AI the Right Way19:04 – The Rise of Niche AI Apps & Domain Expertise22:34 – Why AI Won’t Fix Bad Marketing Fundamentals24:50 – Best Resources to Learn and Stay Ahead in AI28:20 – Where to Find the Book & Final Takeaways#b2bmarketing #b2b

  8. Mar 19

    How to Win Trust, Earn Media, and Show Up in AI Search

    AI search is changing how buyers find and trust brands—and most companies aren’t ready. In this episode, Clark Newby sits down with Robin Bulanti, CEO of Offleash PR, to break down what’s actually working in PR, branding, and discovery today.PR is back—but it never really left. As AI search reshapes how information is surfaced, credibility and third-party validation are becoming more important than ever. Robin Bulanti shares why earned media, brand trust, and clear positioning are now critical for showing up as “the answer” in both AI-driven results and real buyer conversations.The conversation explores how marketing has shifted from driving website traffic to building trust across multiple channels—many of which your audience already relies on before ever visiting your site. From niche communities to analyst reports to media coverage, brands must now take a more holistic approach to visibility.Clark and Robin also dig into what companies get wrong when hiring PR agencies. Too often, businesses look at PR as a box to check—without truly understanding their buyer, their positioning, or the level of participation required. Robin outlines the key red flags agencies look for, including unclear differentiation, lack of leadership buy-in, and the myth of the “dream publication” solving everything.-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----0:00 — AI Search & The New Way Buyers Find Information0:55 — Why PR Is Back in a Big Way3:06 — Trust, Credibility, and AI-Driven Discovery5:41 — The Shift to Clickless Buyer Journeys6:53 — Where Buyers Actually Go for Research Today9:30 — How PR & Marketing Strategies Are Evolving14:43 — Red Flags When Hiring a PR Agency21:47 — When to Hire a PR Agency (And When Not To)27:56 — The “Dream Publication” Myth + What Really Works

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There’s a dirty little secret in B2B Marketing: You can’t just win on Best Practices Alone. Join us as we interview the best and brightest in B2B marketing. Topics range from content marketing, brand marketing, AI's impact on the industry, and much, much more. New episodes every month!

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