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Conversations with B2B marketing leaders of unicorn tech startups.

  1. S2: E18: Why taste starts with research, not vibes | Angela Winagar

    -4 дн.

    S2: E18: Why taste starts with research, not vibes | Angela Winagar

    Invisible Technologies is one of a growing field of AI vendors selling into large enterprises, and its own marketing team has become a live test case for running marketing as an AI-agent operation. In a recent episode of Unicorn Marketers, we sat down with Angela Winegar, CMO of Invisible Technologies, to get specific about how her team decomposes workflows into AI, logic, and human-judgment steps, where AI-driven customer research quietly produces false positives, and why she thinks marketing is turning into a relationship-first, sales-adjacent function. Topics Discussed: A concrete framework for splitting any 10-step marketing workflow into roughly 3 generative-AI steps, 5 deterministic steps, and 2 steps that require human judgment Why AI sentiment analysis on sales call transcripts can mistake a checked-out "yep, sounds good" for genuine buyer engagement, and how Invisible's research tooling forces a human review of the exact flagged moments How Invisible's marketing agents are structured, with each marketer owning their own agent stack inside a shared repo rather than a centralized build A weekly product launch cadence that is roughly 90% automated from PRD to cross-channel content, built to keep pace with near-continuous feature releases Why Angela reframes the AI-and-headcount question around time reallocation rather than team size, moving hours out of lead-scraping and data cleaning and into designing harder-to-replicate, high-value events The short shelf life of a viral marketing tactic, using a real-time example of a $6,000-a-day plane-banner campaign she expects marketers to saturate within one or two quarters Why Angela expects marketing to increasingly resemble a "forward-deployed" function, with marketers spending real time on relationship-building work that used to sit with sales or PR GTM Lessons For B2B Marketers: Decompose workflows with a specific ratio, not a vague split. Angela's rule of thumb: in a 10-step marketing workflow, expect roughly 3 steps where generative AI adds real value, 5 steps that are purely deterministic logic, and 2 steps that genuinely need human judgment. Use that ratio as a starting audit, not just a general "keep humans in the loop" principle, before assigning agents to a process. Don't trust AI's read on customer sentiment without spot-checking the source clips. Angela's team found that AI scraping sales calls can tag a disengaged "sounds good" as a positive signal, so they built tooling that surfaces the exact 10 to 20 transcript moments behind each AI-flagged insight for human review. If you're running AI over call recordings or support tickets for sentiment, build in a step that resurfaces raw clips, not just aggregate scores. Treat customer PR relationships as core GTM work, not a favor. Angela spends real time helping customer PR and comms leads build joint stories, because Fortune 100 comms teams are fielding pitches from what she calls "a billion AI startup vendors" and have no default reason to cover any one of them. She frames this shift as marketing starting to resemble a forward-deployed function, borrowing the term from the "forward deployed engineer" role she calls the hottest job in Silicon Valley right now. Build these relationships proactively, before you need the coverage. // 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

    32 мин.
  2. S2: E17: Compounding momentum: Why 1% beats home run thinking | Kimberly Gordon

    -6 дн.

    S2: E17: Compounding momentum: Why 1% beats home run thinking | Kimberly Gordon

    In five months as Senior VP of Marketing at Backstory AI (was People.ai), Kimberly Gordon solved the company's biggest barrier to revenue growth: nobody knew what they actually did. We talk through her first 90 days as a marketing leader, the data that proved the name had to change, and what happened when she presented a rebrand to an almost decade-old company. Topics Discussed What to prioritize in your first 30 days as a new marketing leader How to reorganize a small marketing team for alignment and morale Why "Backstory AI" was actually killing deal velocity before the sales conversation The data patterns that forced a rebrand decision Orchestrating a cost-effective rebrand without big agencies Why February's product launch drove their highest traffic in over a year Building momentum through internal marketing and 1% improvements Key GTM Insights The Pre-Funnel Problem: Marketing often measures what happens after someone shows up. Kimberly's insight flipped this: "There's a big delta between knowing about the brand and wanting to talk to sales and marketing needs to bridge the gap." The rebrand wasn't vanity. When she asked the room "what's the first thing you think when someone says they work at Backstory AI?" everyone said "HR software." A pre-funnel problem means prospects never enter your funnel at all. Team Over Metrics: Her first 90 days weren't about campaigns or conversion rates. She focused on team organization first. "I really try to remove blockers, whether it's like a vendor they hate working with or a process that they hate working with or they wish that they could do this." Getting concentric circles right between what people want to do and what the business needs creates momentum. Campaigns Not Random Acts: When asked what's moving the needle, she was specific about what works. "Campaigns, not random acts of marketing, are the things that like, really work. When every channel and every team on the marketing team is like synced up, that's when we see real results." Their February product launch delivered their highest website traffic in over a year because it was orchestrated, not scattered. Rebrands Need Cultural Proof: She didn't run a survey. She read the room. "I opened the presentation by saying, what is the first thing that people think when you say you work at people, AI and everyone at the same time said, HR software, HR platform." That alignment made the rebrand smooth instead of controversial. Internal Marketing Matters as Much as External: "Marketers have two audiences. You have customers and then you have internal. You have to marketing internally. And I think if you don't, that's when momentum stalls." She's using the rebrand itself as internal momentum fuel across the entire org. 1% Improvements Beat Home Run Thinking: Instead of betting everything on one big play, she builds momentum through compounding wins. "Find something that's painful and try to make it 1% better." That could be Canva templates, booking a bar for sales at an event, or getting the CEO on a podcast. Surgical Agency Relationships Over Full-Service: She didn't go big agency. "Agencies are typically good at very typically. Very, very, very good at one thing. And then they bring on all these ancillary services to diversify their revenue." She ran the naming and design in parallel with separate teams because she knew what she was doing in that spike area. //  Sponsors: Front Lines -- Silicon Valley's leading Podcast Production Studio. We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. Mention you are a listener and get a 10% discount. www.FrontLines.io/Podcast-as-a-Service

    22 мин.
  3. S2: E16: How Octane rebuilt its B2B loyalty program | Seth Lowery

    24 июн.

    S2: E16: How Octane rebuilt its B2B loyalty program | Seth Lowery

    Octane is a fintech platform powering point-of-sale financing for the powersports and recreational vehicle dealer network. In a recent episode of Unicorn Marketers, we sat down with Seth Lowery, Vice President of Marketing at Octane, to dig into one of the most underleveraged tools in B2B marketing: loyalty programs engineered for business partners, not consumers. Seth has been building loyalty programs since 2014 — first at EssilorLuxottica, then across a series of enterprise B2B deployments — and brings a rare perspective: most of what's been written about loyalty is B2C, and almost none of it translates directly. Topics Discussed: Why B2B loyalty architecture has to be structurally inverted from B2C How Octane's loyalty program went from holdout-group pilot to full multi-tier rollout in under a year Using marketing as a service as a high-stickiness loyalty perk in a regulated environment Why single-tier programs kill retention rather than protect it The two pillars behind Octane's loyalty strategy: partner-first branding and continuous test-and-learn How Seth structures AI agents as specialty direct reports — not a generalist layer The 10-hours-a-week framework for building AI capacity without creating burnout GTM Lessons For B2B Founders:  Invert the loyalty funnel for B2B: B2C programs optimize for enrollment volume with relatively low transaction frequency per customer. Seth's point is that B2B flips this entirely — the number of customers in the funnel matters far less than transaction depth per customer. That structural difference cascades all the way down to how you build tiers: a traditional 80/20 pyramid doesn't work when most of your customers believe they're your best customer and wield enough commercial leverage that your program has to be designed around accommodating them, not filtering them out. Single-tier programs are quietly destroying your retention: A flat loyalty structure removes all incentive to grow — and creates an exit ramp once customers hit the ceiling. Seth's framing: if everybody's your best customer, nobody is. The mechanic he points to as genuinely sophisticated is American Airlines' rolling 12-month qualification window, where your best perks — like upgrade eligibility — are tied to the trailing 12 months of spend, not a static annual tier. That removes the classic loyalty cheat of reaching status and then defecting for the last quarter of the year. Directly applicable to any B2B program where your top partners manage engagement seasonally. Collapse your campaign stack with a tiered loyalty structure: Seth's reframe on loyalty is that it's not a retention program sitting at the bottom of the funnel — it's a full-funnel GTM motion. Enrollment offer to skip a tier for 60 days. Monthly promotion tied to status advancement. A retention perk that makes leaving structurally costly. All of it lives inside a single loyalty architecture instead of three separate campaign workstreams. For B2B founders spending on acquisition, engagement, and retention as disconnected line items, this is worth pressure-testing. //  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

    31 мин.
  4. S2: E15: The "who, what, how" framework Fetch uses to align messaging across a scaling org | Win Sakdinan

    16 июн.

    S2: E15: The "who, what, how" framework Fetch uses to align messaging across a scaling org | Win Sakdinan

    Fetch is America's biggest rewards app. Win Sakdinan spent 20 years at P&G — the world's biggest advertiser at the time — before stints at Twitter and Snapchat, and now leads marketing at Fetch. His core argument: most startup marketers are solving the wrong problem. They're optimizing activation before they've earned the right to activate. Topics Discussed: Why activation without brand strategy is expensive noise The "who, what, how" framework for messaging alignment across a scaling org How sales teams replace research budgets for message testing The internal boredom problem: why marketers kill messages that are just starting to land When a brand overhaul is justified vs. when it destroys compounding equity Using AI to compress concept-to-test cycles from weeks to hours GTM Lessons For B2B Marketers:  Brand before activation — every time. The pattern Win sees repeatedly across startups: teams jump straight to "should we run TikTok or direct mail?" before defining what the brand stands for, what the core benefits are, or how the brand should look and sound. The activation debate is premature until those are locked. This isn't a branding exercise — it's what determines whether your spend compounds or evaporates. "Always start with what your brand stands for, very clearly identifying it, and then determining where you go with activation. That seems so obvious, right? But it is amazing that... a lot of the other managers tend to gravitate to activation fast." Repetition is a strategy, not a failure of creativity. The biggest threat to brand equity at growth-stage companies isn't bad creative — it's internal boredom. Marketers see the same message every day and mistake their own fatigue for market saturation. Win's rule: if you're tired of the message, your customers are just starting to absorb it. The Coca-Cola operating principle Win references makes this concrete — your job is to polish the brand, not reinvent it. "If you're sick of it, it means your customers and your consumers are just starting to understand it. That's what we say." The "who" is not a targeting exercise — it's an architecture decision. Win's who/what/how framework sounds simple until you try to align a 50-person org around it. The "who" doesn't just inform creative — it determines your entire activation stack. Channel selection, creative format, media mix all flow downstream from a well-defined target. The reason orgs skip this work is because simplicity is hard to align around. "The more simpler it is, the harder it is to align people organizationally." Sales is your fastest message-testing loop. Without P&G-scale research budgets, startups can get high-signal feedback on messaging by going directly to the sales team. They're in daily contact with the hardest critics — buyers — and can immediately distinguish a message that opens doors from one that doesn't. Win treats a positive sales reaction as a leading indicator before investing in broader distribution. "Salespeople can really sniff out marketing stuff that works or doesn't work because every day they're getting beaten up by very tough customers." AI compresses the concept-to-test cycle — but doesn't close it. Win's practical framing: AI gets you to 80% of a solid creative concept in minutes, which used to take weeks of briefings, designer cycles, and rounds of feedback. That 80% is enough to share internally, pressure-test direction, and run early social tests. The remaining gap still requires human judgment. "I'm not a great copywriter, but I'll put in what I want to look for, and I can get to 80% of something that's pretty good. And then the rest — a lot of human refinement is needed." //  Sponsors: Front Lines — Silicon Valley's leading Podcast Production Studio. We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. Mention you are a listener and get a 10% discount. www.FrontLines.io/Podcast-as-a-Service

    32 мин.
  5. S2: E14: How Mural rebuilt its ICP process around the shift from searching to asking | Christina Bottis

    16 июн.

    S2: E14: How Mural rebuilt its ICP process around the shift from searching to asking | Christina Bottis

    Mural is a visual collaboration platform built for the way modern teams think and work. In a recent episode of Unicorn Marketers, produced by FrontLines.io, we sat down with Christina Bottis, Chief Global Marketing Officer at Mural, to go deep on the ICP and buyer behavior shifts that are quietly breaking most B2B marketing programs. Christina covers how Mural is adapting to a buyer journey that now runs through LLMs, free trials, and peer review sites before a prospect ever talks to sales — and how her team has built the GT M infrastructure to show up at every stage. She also unpacks what it actually takes to make community-led growth work when most programs fail. Topics Discussed: Why skipping ICP work — or treating it as a one-time exercise — is the root cause of most GTM failuresHow AI has structurally changed the consideration set: buyers now arrive pre-researched, pre-trialed, and pre-validated before they engage salesThe new pre-consideration flywheel: LLM query → free trial → review sites → peer validation → procurementWhy you have less than a week to prove product value before a prospect disqualifies you entirelyHow Mural is building content to get cited — not just ranked — in LLM resultsThe case for keeping one dedicated SEO/AEO function monitoring white space and competitive positioningWhy traditional SEO is the foundation LLM results are built on — and what that means for content strategyHow Mural's community on Discourse feeds ICP signal back to marketing, product, and sales GTM Lessons For B2B Marketers: ICP isn't a document — it's a feedback system that has to keep pace with behavioral change. The assumption that "we know our customer" is the most common ICP failure mode, and it's getting more costly. Christina pointed to a shift happening at Mural in real time: the way their buyers were searching a year ago has already shifted to asking — an entirely different mindset and intent signal. When buyer behavior is moving that fast, quarterly qual/quant reviews set the baseline, but the weekly loop matters more: Gong call reviews, customer and prospect conversations, and cross-functional signal-sharing into messaging, sales talk tracks, and product priorities. The question isn't how often you revisit ICP — it's whether you've built the infrastructure to catch the signal when it surfaces and route it to the right people fast enough to act. The consideration set has been structurally inverted — and most GTM teams haven't caught up. The old model: a prospect contacts sales, gets on a consideration list, evaluates. The new model: an LLM generates a shortlist, the prospect self-qualifies by running a free trial, validates through review sites and peer communities, and only then — if you've survived all of it — do they bring you to procurement. Christina put a hard number on the trial window: less than a week to prove value, or they're gone before you ever make the list. That's not a product problem. It's a GTM architecture problem. Your entire top-of-funnel motion needs to be designed around earning inclusion in that pre-consideration flywheel, not assuming you'll get a sales conversation to make your case. // 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

    26 мин.
  6. S2: E13: How (and why) Virta Health scaled direct mail | Colin Daw

    12 июн.

    S2: E13: How (and why) Virta Health scaled direct mail | Colin Daw

    Virta Health is on a mission to reverse metabolic disease — the underlying condition behind more than 10 chronic diseases, affecting more than 93% of US adults — using individualized, AI-powered nutrition therapy. The company launched with a five-year prospective clinical trial and spent a decade proving that type 2 diabetes reversal was possible, achieving 13% one-year weight loss without drugs and 60-70%+ first-year retention for a behavior change product in a category where most interventions fail inside 90 days. In a recent episode of Unicorn Builders, we sat down with Colin Daw, VP of Growth at Virta Health, to learn how he rebuilt a plateaued member acquisition engine into a compounding, multi-channel growth machine — and the specific channel decisions, org design moves, and competitive repositioning that drove it. Why Virta moved growth out of the commercial org and under operations — and what it unlocked How Virta defines "access" internally and why half the growth team exists to sell it to clients The direct mail playbook: format testing, attribution mechanics, and how mail went from nothing to the largest line item in the budget Why Virta cut paid Meta to near zero and the structural HIPAA constraint that made it the right call Positioning in the GLP-1 era: how Virta turned a perceived competitive threat into its largest B2B tailwind The shift from a few massive channel bets to a portfolio-of-experiments model heading into 2026

    25 мин.
  7. S2: E12: How Quantexa built the decision intelligence category from zero analyst coverage to Gartner Magic Quadrant leader | Matt Hooper, CMO at Quantexa

    12 мая

    S2: E12: How Quantexa built the decision intelligence category from zero analyst coverage to Gartner Magic Quadrant leader | Matt Hooper, CMO at Quantexa

    Quantexa is a decision intelligence platform that helps enterprises connect, contextualize, and act on massive volumes of structured and unstructured data — solving problems across anti-money laundering, risk, supply chain, and customer intelligence. Founded in 2016, the company reached unicorn status and in January 2025 was named a Leader in Gartner's inaugural Magic Quadrant for Decision Intelligence. Matt Hooper joined as CMO in 2019 — when no analyst had published a single research note on the category, no Magic Quadrant existed, and the market hadn't yet formed a language for the problem Quantexa solved. This episode is the story of how you build a category from a whisper into a market. Topics Discussed: What made Quantexa's 2019 market opportunity compelling — and what required a calculated bet The state of positioning and narrative when Matt arrived, and how he approached the first six to twelve months How to read market signals that a new category is forming before analysts have named it The tradeoffs of category creation vs. entering an established market with existing budget GTM Lessons For B2B Founders: Read the market like a detective before you commit to a category. When Matt arrived, there was no positioning, no defined category, no external validation — just a strong technology and early signals in the market. His first move wasn't to write a positioning deck. It was to study: the tech, the team, the market trajectory, and — critically — what a handful of analysts and journalists were beginning to whisper about. The shift from BI (business intelligence) to DI (decision intelligence) wasn't in any report yet. It was in briefing conversations, in how clients talked about their boardroom problems — "how do we trust our decisions, how do we get more value from our data." That language is your clue. Category design starts outside-in. Category creation is a calculated bet, not a consensus decision. When Matt locked onto decision intelligence, there were no Magic Quadrants, no analyst frameworks, no competitive landscape to benchmark against. He ran lean qualitative research, stress-tested the narrative with founders and stakeholders, and made a reasoned call. The signal wasn't certainty — it was a convergence of technology capability, enterprise data complexity, and a problem that buyers were already trying to articulate. You don't wait for the market to confirm a new category. You make the bet and then build the validation infrastructure around it. Category, positioning, and messaging are a holy trinity — and collapsing them is a common, costly mistake. Matt is precise about the distinction: category defines the market you're creating or entering and is the foundation for your entire GTM strategy. Positioning defines how you differentiate within that category — not just that you're different, but why you're different. Messaging then layers in why you're better. Most early-stage teams treat these as interchangeable or skip straight to messaging. Matt's framework: nail category first, build positioning that aligns to it, then construct messaging that answers both "why different" and "why better" — in that order. None of these are marketing exercises in isolation. They are the kernel of your entire market strategy. //  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

    24 мин.
  8. S2: E11: Why Handshake stopped leading with AI language in B2B messaging — and what they found when they tested it | Kerry Haring

    27 апр.

    S2: E11: Why Handshake stopped leading with AI language in B2B messaging — and what they found when they tested it | Kerry Haring

    Kerry Haring rebuilt Handshake's B2B messaging from scratch after joining in summer 2024 — and the first thing she found was a pitch deck that led with what Handshake does rather than what buyers care about. In this episode, she details the exact process she used to fix it: from structured win/loss analysis and Gong call reviews to building an internal AI chatbot trained on messaging feedback and applied copy, not just documentation. Topics Discussed Why assumptions about buyer pain are the default failure mode in B2B marketing The sequenced feedback loop Kerry uses to validate messaging before it ships Why leading with AI in messaging hurt conversion with HR personas at Handshake How Kerry built and trained Barb — and why docs alone aren't enough to make an internal AI tool useful Connecting thought leadership directly to demo attribution and pipeline The five narrative pillars structuring Handshake's B2B content strategy this year How to decide which messages to update frequently versus which to hold stable Why storytelling is the non-automatable core of any AI-augmented marketing function Key GTM Insights Buyer pain is not the same as product pain. The failure mode Kerry sees repeatedly: teams build a solution and then reverse-engineer the pain it must be solving. Real buyer insight requires understanding the decision triggers — what signals they trust, what tradeoffs they're making, what will actually move them to act. At Handshake, this meant learning that internship programs aren't a summer staffing play — they're the primary talent pipeline for future leadership in certain industries. That single insight changed the entire B2B messaging frame. "It's not just how they're using their product or it's not because they just requested a demo, but what is actually, you know, the story behind why they want to look for the solution and what is the pain it's going to solve." Sequence your feedback loops before you A/B test. Kerry's validation process runs in a specific order: GTM and sales gut-check first, then A/B testing via software, then live Gong call review, then website testing. Skipping to formal testing without the sales gut-check misses the fastest signal and the one that drives internal adoption. Bringing sales in early means they feel ownership over the messaging — which is the actual mechanism for getting field teams to use it. "If they're brought in, they feel heard they're going to use it more, most likely." "AI-powered" is a liability with certain personas. Kerry ran explicit message testing on AI-forward language with Handshake's core HR buyer and found it created friction. The persona is worried about legality, safety, and whether they even know how to use AI tools. Leaning into AI language in the headline drove them away rather than in. The fix was removing explicit AI claims from top-of-funnel messaging while keeping the capability present in the product story. "When we say we have an AI powered tool, that actually might be a turn off for some of them." Train your internal AI on applied work, not just documentation. Barb, Handshake's internal messaging chatbot, is trained on three things: core messaging docs, feedback Kerry has given other PMMs, and actual copy the team has written alongside how it was applied in context. This distinction matters — a bot trained only on documentation produces generic output. Training on applied decisions is what makes it produce on-brand, situationally appropriate copy across the full funnel. "She's also trained on the feedback that I've given, you know, other product marketers, the copy that we've written for different areas and like how we applied it." //  Sponsors: Front Lines — Silicon Valley's leading Podcast Production Studio. We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. Mention you are a listener and get a 10% discount. www.FrontLines.io/Podcast-as-a-Service

    21 мин.
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Conversations with B2B marketing leaders of unicorn tech startups.

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  • Годы выхода
    2025 - 2026
  • Выпуски
    23
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