Marketers of Technology

The Front Lines
  • 5.0 (1)
  • Business
  • Updated Biweekly

Conversations with the marketers building the narratives, brands, and categories that shape technology adoption.

  1. 4d ago

    Brand as Market Conditioning, Not Design

    In this episode of Marketers of Technology, we speak with Jessica Maria, CMO of RapidScale. RapidScale is a managed cloud services and professional services provider that advises, consults, and operates as an extension of clients' technical teams across public, private, and hybrid clouds, working primarily with regulated industries and companies carrying significant intellectual property. Since stepping into the CMO role, Jessica has led a brand evolution away from RapidScale's old "we help you navigate the chaos" positioning toward a partner-first identity built on trust, clarity, and humanity, a shift she validated through third-party client research rather than internal assumption. She unpacks how she thinks about brand as market conditioning, where AI belongs and where it never should in the content process, why the old SEO playbook is giving way to writing for AEO and GEO, and where RapidScale is putting its demand-gen dollars for 2026 and beyond. Topics Discussed: Reframing brand as market conditioning rather than a design exercise  Evolving RapidScale's positioning from "we manage your complexity" to "we are your partner" Using third-party client research to validate brand claims instead of assuming them Setting hard rules for where AI belongs, and does not belong, in content creation Shifting from traditional SEO toward writing for AEO and GEO Matching production value to message so authenticity does not read as performance Investing 2026 demand-gen budget in hyperpersonalization and thought leadership Lessons For B2B Tech Marketers: Define Brand as Market Conditioning, Not Design: Jessica pushes back on the idea that brand is logos, colors, or fonts. She defines it as how people think about a company when it is not in the room, and market conditioning as the ongoing work of reinforcing that perception at every touchpoint so a seller walks into what she calls a warm room with a prospect. For marketers still treating brand as a visual identity project, this reframes it as an operational discipline that has to show up consistently across every interaction, not just in a style guide. Let Third-Party Research Validate Your Positioning, Don't Assume It: When RapidScale worked with Cunningham Collective on brand research in 2025, client surveys and questionnaires came back with a consistent, unprompted result: clients called RapidScale their partner, not their vendor or supplier. Jessica treats that finding as the anchor for the entire brand shift, because it came from clients describing the relationship in their own words rather than from an internal brainstorm about what the company wanted to claim. The lesson for marketers is to test brand language against how customers actually talk before building a campaign around it. Draw a Hard Line on What AI Can and Cannot Touch: Jessica's rule is direct: if a company uses AI to find its point of view, it has already failed, because prospects can run that same search themselves in seconds. Where she does deploy AI is in understanding a market segment's pain points at depth, and in market or competitive intelligence, work that informs the point of view without generating it. The point of view itself, and the founder-facing content built on it, stays human. // 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

    Brand as Market Conditioning, Not Design

  2. 4d ago

    Yoodli's Betsy McKibbin Built an AI Version of Herself

    In this episode of Marketers of Technology, we speak with Betsy McKibbin, Head of Marketing at Yoodli, an AI roleplay and coaching platform that helps revenue teams practice and scale conversations. Betsy explains how she turned Yoodli's own product into her team's internal enablement engine, building an AI version of herself that pushes new releases straight into a practice session instead of a written brief. She also breaks down the guerrilla marketing behind Yoodli's recent growth, the line she draws on what marketing owns as every function generates its own content with AI, and why she treats AI roleplay as a category that has to be sold before the product can be. Topics Discussed: Building an internal AI persona that turns release notes into a live practice session Why agent workflows fail when they just add another summarization layer Expanding AI roleplay from sales enablement into retail, healthcare, legal, and finance Scaling training consistency for teams from a handful of reps to 50,000 and up Drawing a hard boundary on what marketing owns as AI content generation spreads org-wide Educating a market on a category with no existing buying playbook Lessons For B2B Tech Marketers: Collapse the release-to-practice gap instead of writing another brief: Betsy's team built Betsy AI, a persona inside Yoodli that scans Asana, Slack, and GitHub for what shipped, then delivers it to reps as a live roleplay they can immediately practice. The old cadence was a periodic brief handed to sales. The new cadence has to be constant, since releases ship daily and reps who last practiced last week are already behind. The shift is not the AI summary. It is that the update and the practice happen in one session, with no handoff between them. Kill the agent chain before it multiplies your content problem: Betsy's first version had agents generating a weekly report, which then got fed into other people's agents for further summarizing, adding a layer of content without closing any gap. She got value once she stopped optimizing for more content and used AI to compress the distance between a release shipping and a rep being able to speak to it correctly. Build enablement as an expanding funnel, not a one-time rollout: internal enablement was the first problem Yoodli solved. The next target is extending that instant-update-plus-practice loop to resellers and partners, and eventually customers, treating enablement as a distribution channel rather than a training checkbox. Move faster than your approval chain when news creates a free window: when a national broadcast crew set up two blocks from Yoodli's office, a marketer on the job two weeks grabbed a cardboard sign and got the company name into a live shot with no planning cycle. The lesson is not newsjacking. It is that the marketer had standing authority to act without sign-off, and speed turned a coincidence into a real spike in site visitors. Sell the category before you sell the platform: AI roleplay has no established evaluation process the way HR tech or project management software does, so Yoodli built resources to help buyers navigate the category itself. The bet is that earning trust as the guide to an unfamiliar space converts better long-term than leading with product features. // 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

    Yoodli's Betsy McKibbin Built an AI Version of Herself

  3. 5d ago

    AI Killed the Multi-Week Data Request

    In this episode of Marketers of Technology, we speak with Leah Clark, Vice President of Marketing at Arize AI, an AI observability and evals platform for teams shipping agents and LLM applications. Leah breaks down how she measures offline channels with the same rigor as digital, why technical fluency is a marketing requirement rather than a nice to have, and how AI has compressed the marketing ops feedback loop from weeks to seconds. Topics Discussed: Why brand differentiation has to live outside the product roadmap Measuring billboard and offline lift with the same rigor as a digital campaign Segmenting a business spanning open source downloads to Fortune 500 contracts Why marketers should be as technically fluent as the engineers they support How AI tooling has changed the marketing ops feedback loop What career flexibility signals when you're hiring marketers Lessons For B2B Tech Marketers: Root Differentiation in Founder DNA, Not the Roadmap: Arize's technical co-founders are obsessive about education and bringing non-experts along, and Leah built brand principles around that trait rather than features, since competitors eventually close any feature gap. When a market moves fast, resist mirroring competitor launches — audit what's true about your founders that competitors structurally cannot copy. Sell the Outcome, Not the Eval Dashboard: A former manager's line stuck with Leah: you don't sell car parts, you sell the car. Applied to observability, that means leading with the confidence to ship agents without silent failure, not the tracing features themselves — because the feature set is a moving target and the underlying problem is not. Segment by Usage Depth, Not Logo Size: Phoenix, Arize's open source layer, has millions of downloads and doubles as an acquisition channel, feeding a consumption-priced SaaS motion from small teams to Fortune 500s. Expansion revenue inside an account is a more useful north star than net new logos when pricing rewards usage growth. Make Product Fluency a Requirement, Not a Perk: Arize's co-founder and CEO personally onboarded Leah on the product early on, since marketing cannot position what it does not understand. Push for direct engineering access before accepting a technical marketing role, not after. Measure Offline Like Any Paid Channel: Arize ran billboards in San Francisco and New York and validated them by comparing homepage traffic, signups, and search volume in-market before and after launch — the same test-and-control logic you'd apply to paid social. Treat offline as testable, not a brand exercise you take on faith. AI Has Compressed the Ops Feedback Loop: Getting a data pull used to mean a multi week wait on data or marketing ops. Leah now queries an AI tool wired directly into Arize's analytics stack and gets the answer immediately — changing how fast a team can test and iterate on messaging. What "Has Tried Everything" Signals in a Hire: When a mid or senior candidate names a function they tried and ruled out — events, PMM, whatever it is — Leah reads that as self-awareness and range, not indecision. Worth borrowing as an interview probe: ask what they tried and ruled out, not just what they're good at. // 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 HireSenior 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

    AI Killed the Multi-Week Data Request

  4. 6d ago

    How Complexity Removed Became OpenTAS's Category

    In this episode of Marketers of Technology, we speak with Wolfram Wege, Chief Marketing Officer at OpenTAS, and Grant Price, Head of Narrative at Brandigans. OpenTAS builds digitalized business process solutions for the midstream to downstream supply chain of energy and chemicals, and its newest terminal management platform needed a category of its own in a market crowded with legacy systems. Wolfram and Grant walk through how a rebrand built around the slogan "complexity removed" let OpenTAS step away from the language of incremental software updates and instead pitch a wholesale replacement for the patchwork of tools terminal operators had stacked on top of each other for decades. From a board pitch modeled on Apple's 1984 ad to a print campaign built around a single flower breaking through concrete, they detail how a technical, orthodox industry responded to a marketing approach built on vision rather than feature lists. Topics Discussed: Defining a new category inside a saturated terminal management market Building a rebrand around one bold slogan instead of a features list Using the Apple 1984 ad as a framing device to pitch a risky rebrand to the board Distilling four customer value propositions from original industry research Translating a technical product into a cinematic visual campaign Presenting the new brand at industry expos in Rotterdam and the US  Sustaining a creative partnership that has lasted over two decades Lessons For B2B Tech Marketers: Define a Category Instead of Competing on Features: Rather than positioning against other terminal management solutions on functionality, OpenTAS created a new category, terminal management platform, built around removing legacy systems entirely instead of adding another one on top. The internal framing was a Gordian knot that could only be resolved by cutting it, not untangling it piece by piece. Hold the Line on Bold Language: When OpenTAS's product team suggested softening the slogan "complexity removed" to "complexity managed," Wolfram pushed back because the softer version stripped out the conviction that made the message land. Bold positioning loses its power the moment it gets hedged into safety. Borrow a Cultural Reference to De-Risk an Internal Pitch: Before presenting the new rebrand to the board, Wolfram opened with Apple's 1984 ad to prime the room for a disruptive move. Referencing a familiar, high-stakes creative risk made the board more receptive to taking one of their own. Ground the Creative Vision in Original Research: The four value propositions used across the entire campaign (including efficiency, simplicity, time saved, and security) came directly from a research paper identifying the most vulnerable pain points for terminal operators, not from an internal brainstorm. The research gave the creative team a defensible foundation before a single asset was built. Build a Visual Metaphor Strong Enough to Carry the Category: The campaign visualized the old, fragmented system as a disconnected high-rise building and the new platform as a single gold surface everything else sits on. That same contrast, plus a print ad built around a flower breaking through concrete, gave a traditionally dull industry something worth stopping to look at. // 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

    How Complexity Removed Became OpenTAS's Category

  5. Jul 23

    How Cosine Markets an AI No One's Heard of ... Yet

    In this episode of The Marketing Front Lines, we speak with Sarah Monette, Head of Marketing at Cosine, a UK-based AI coding agent built for highly regulated industries. Sarah joined Cosine three and a half months ago after stints at NetSuite, Nexthink, and Vertice, and walked in as a generalist marketer with zero ML background — now running all marketing functions at a 30-person, five-days-a-week in-office company. The conversation covers how she's building credibility in a space dominated by Anthropic and OpenAI, why in-person dinners are her highest-ROI channel in the age of AI-generated everything, and how she built a "GTM brain" that feeds her weekly strategic direction. Topics Discussed: Building trust at a deep-tech AI startup selling into defense and healthcare How UK AI sovereignty became Cosine's category-defining narrative Landing a UK government sovereign AI grant — and what the process actually looked like Why partnerships, not outbound, are the primary GTM motion for regulated enterprise The "Built for Engineers with Taste" campaign and the strategic value of divisive messaging Running channel experiments across X, LinkedIn, and Reddit to find where enterprise buyers actually live How a developer-led head of growth uses unbranded micro-experiments to validate products before launch Building and operating a GTM brain: a running AI system fed weekly with news, product updates, and customer signals Using Cosine itself to audit the website, evaluate click paths, and rewrite marketing narrative Lessons For B2B Tech Marketers: Use Partnership-Led Trust to Break Into Regulated Enterprise When you're selling into defense or healthcare, you're not winning deals with content or cold outreach. Sarah's primary GTM motion at Cosine is building one or two deep partner relationships with consultancies or government-adjacent organizations that already hold the trust of her target accounts. Those partners then co-host dinners and facilitate warm introductions. The trust is transferred, not manufactured from scratch. The unlock was recognizing that the partner's credibility is the product in early enterprise sales. Turn a Macro Narrative Into a GTM Wedge Cosine operates at the intersection of AI sovereignty, UK national infrastructure, and regulated software engineering. When the US government restricted access to Fable 5, that geopolitical moment validated Cosine's entire positioning. Sarah didn't create that narrative — she made sure Cosine was already there when it mattered. The takeaway: identify the macro forces your product is aligned with and stay close to those conversations so you can move fast when the moment breaks. Run Divisive Campaigns on Purpose The first campaign Sarah ran at Cosine was "Built for Engineers with Taste" — messaging explicitly designed not to appeal to everyone. It was built around who the product is not for (including herself), which made it land harder with the people it was made for. As she put it: "If you're trying to please everyone, you're going to please no one." For early-stage B2B products with a narrow ICP, the cost of vague, inclusive messaging is invisibility. The cost of specific, polarizing messaging is just a smaller audience that converts at a higher rate. // 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

    How Cosine Markets an AI No One's Heard of ... Yet

  6. Jul 23

    Why Security Is a Trust Sale, Not a Product Sale

    In this episode of The Marketing Front Lines, we speak with Mahesh Babu, CMO of Kodem. Kodem was founded by former members of the NSO Group, the team behind Pegasus, the first exploit ever used to hack the iPhone, and the company has built its entire go-to-market motion around that origin story without ever being able to say so publicly. In a security market crowded with venture-backed startups all fighting for the same ASPM budget, Mahesh built a three-pillar marketing framework, engineered a "backroom briefing" model to control exactly where and how the founder story gets told, and made a deliberate call to anchor the company to an incumbent category instead of trying to create a new one. This conversation is a masterclass in founder-led marketing under real constraints: how to sell trust instead of product, how to turn a story you can't publish into your best top-of-funnel asset, and how to hire for domain expertise over functional pedigree when the old marketing and sales playbooks stop working. Topics Discussed: Why security is a trust sale, not a product sale, and what that means for positioning Building a founder story around Kodem's Pegasus/NSO Group origins that can't be told on the website Using invite-only "backroom briefings" to control where a polarizing story gets shared The three-pillar marketing framework: known team, trusted intelligence, educated prospects Why Kodem refused to brand itself ASPM despite 18 competitors racing into the category Anchoring to an incumbent category (code scanners) instead of paying to create a new one The "attack chaining" insight from Pegasus that became Kodem's core product narrative Hiring SDRs and product marketers with domain expertise instead of traditional marketing backgrounds Lessons For Security Marketers: Treat a Polarizing Story as a Controlled Asset, Not a Liability. Kodem's founders built Pegasus, the exploit behind the first iPhone hack, a story with real reputational risk. Rather than avoid it or overexpose it, Mahesh drew a hard line between what appears publicly (nothing) and what gets shared once a prospect is in the room. That constraint became a feature: the mystery pulls people into events, and the story only fully lands face to face, which drives Kodem's entire events and outbound strategy. Build a Three-Pillar Framework Instead of Chasing Tactics. Kodem's marketing runs on three pillars: known team and trusted intelligence for top-of-funnel credibility, educated prospects and evangelist customers to shorten sales conversations, and repeat sales by non-experts as the ultimate test of product-market fit. Mahesh uses that last pillar as a literal metric, when the sales team closes deals without him or the founders on the call, that is proof the market message is fully baked. Anchor to an Incumbent Category Instead of Paying to Create One. With roughly 18 competitors all raising capital and calling themselves ASPM at the same time, Mahesh made the call to reject the buzzword entirely. Kodem anchors its pitch to code scanners and SCA/SAST, the tools prospects already own and understand, then uses the demo to show what those incumbent tools miss. Category creation was a deliberate line item Mahesh chose not to fund, treating a defined market as a distribution shortcut rather than a compromise. // 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

    Why Security Is a Trust Sale, Not a Product Sale

  7. Jul 3

    Why Vida's Best Marketing Asset is a 45-minute Interview

    In this episode of Marketers of Technology, we speak with Jordan Gadapee, Chief Marketing Officer at Vida Global, an AI agent platform that enables medium-to-enterprise-scale businesses to white-label and resell AI agents to their own customers. Jordan brings a brand-first background rooted in graphic design and Silicon Valley startups, and shares how Vida Global navigates one of the hardest challenges in B2B tech marketing right now: cutting through AI noise to actually educate buyers and drive qualified pipeline. Topics Discussed: Marketing an AI product in a category where every competitor claims to do the same thing Why Vida Global leads with problems, not product features How ABM content strategy drives pipeline in highly specialized verticals like telecom The consultative sales model and why a 45-minute discovery interview is core to Vida Global's GTM Being LLM-agnostic as both a product strategy and a marketing differentiator Why the "crawl, walk, run" deployment philosophy reduces churn and builds trust Lessons For B2B Tech Marketers: Lead with the problem, not the product. In a market where every AI vendor claims to be the most powerful, most flexible, or cheapest option, Vida Global's marketing anchors on specific pain points — missed calls after hours, costly lead falloff, operational bottlenecks — and positions the AI agent as the solution. The goal is to make a prospective buyer say "that's happening to me" before they ever ask what Vida Global actually does. Content strategy as a vertical education engine. Rather than broad awareness plays, Vida Global builds content specifically for the verticals they serve — telecom being the clearest example. Jordan and two of Vida Global's co-founders came out of the telephony and messaging space, which gives them deep credibility. Their content strategy exploits that credibility gap: telcos understand copper, VoIP, and telecom compliance, but don't know where to start with AI. Vida Global creates content that fills exactly that gap — PDF guides, web interactives, short-form video — all oriented around education rather than conversion. Use a consultative intake process as a marketing asset. Vida Global's 45-minute discovery interview — used to assess how AI should be deployed for each customer — isn't just a sales qualification step. It's also a positioning tool. By building a rigorous intake process, Vida Global signals expertise and filters for customers who are serious about implementation. This reduces bad-fit deals while raising perceived value. LLM-agnosticism as a durable differentiator. In a market where model capabilities shift every few weeks, Vida Global made the deliberate product decision to be model-agnostic — customers can switch between OpenAI, Anthropic, Gemini, and others at the click of a button. The pitch isn't which model is best right now; it's about having the right AI for the right task and managing costs accordingly. The "crawl, walk, run" framing reduces buyer fear and accelerates deals. Vida Global addresses deployment risk directly in their messaging and sales process: start with low-hanging fruit, prove the value in weeks not months, then scale. This framing creates a natural expansion motion and a proof-of-concept step that shortens time-to-close. // 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

    Why Vida's Best Marketing Asset is a 45-minute Interview

  8. Jul 3

    How Multimodal Turned a Research Report Into 18 Live Trials

    In this episode of Marketers of Technology, we speak with Ishita Jaiswal, Head of Growth at Multimodal, an AI platform helping credit unions and community banks automate their core lending workflows. Selling AI into one of the most regulated, trust-sensitive verticals in existence forced Ishita to throw out most of the B2B SaaS marketing playbook and build something entirely different — a motion grounded in original research, institutional partnerships, and compounding trust rather than product-led growth or demand gen tactics. The result: a content and partnership engine that turned a quarterly research report into a pipeline of 17–18 live credit union trials, multi-year contracts that clients initiated, and a brand now recognized as the go-to AI vendor for community financial institutions. Topics Discussed: Why most B2B SaaS and AI marketing advice is useless in regulated industries How a quarterly research report opened the door to the largest credit union think tank in the US The ICP focus pivot that tightened Multimodal's marketing and accelerated pipeline results Building trust through thought leadership, think tank partnerships, and original research publication The cultural and relationship dynamics of selling AI internationally to financial institutions Why riding the AI hype cycle is a dead end for most marketing leaders Lessons for B2B Tech Marketers: Let Research Double as a Sales Funnel. Multimodal published a quarterly report on the state of agentic AI in credit unions and, as part of the research process, interviewed the incubation director at Filene Research Institute — the largest credit union think tank in the US. That outreach led to a formal proof-of-value program, which in turn gave them access to roughly two dozen credit unions trialing their platform live. The lesson: original research isn't just content. In trust-driven markets, it's a relationship-opening mechanism that no cold outreach can replicate. Narrow Your ICP Before Your Marketing Breaks You. For the first year-plus, Multimodal tried to market across all of financial services — investment banks, community banks, fintechs, insurance. Ishita is blunt about what happened: it weakened everything. When they made the deliberate decision to focus exclusively on credit unions and smaller community banks serving 144 million Americans, their messaging tightened immediately and they started seeing compounding results within two to three months — fast by enterprise standards in this space. Build Trust Infrastructure, Not Just Content. In financial services, trust isn't a brand attribute — it's a sales prerequisite. Multimodal built what Ishita describes as a "trust infrastructure": publishing original research, partnering with think tanks, running their own podcast to surface customer problems, and keeping security and compliance permanently front-of-mind in all communications. They also proactively own any incidents when they occur rather than minimizing them. This approach signals to compliance teams, CROs, and CFOs that Multimodal is a partner, not a vendor. // 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

    How Multimodal Turned a Research Report Into 18 Live Trials
See All (177)

About

Conversations with the marketers building the narratives, brands, and categories that shape technology adoption.

Information

  • Creator
    The Front Lines
  • Years Active
    2024 - 2026
  • Episodes
    177
  • Rating
    Explicit
  • Copyright
    © The Front Lines
  • Show Website
    Marketers of Technology