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Conversations with B2B marketing leaders of unicorn tech startups.

  1. S2: E21: How Field Nation is building an AI-fluent marketing team | Briana Belisle

    8 giờ trước

    S2: E21: How Field Nation is building an AI-fluent marketing team | Briana Belisle

    Briana Belisle is the Executive Vice President of Marketing at Field Nation, where she leads a 22-person team. In this episode of Unicorn Marketers, she joins Brett to break down the structure of the marketing AI hackathon she ran — the pre-training sessions, the event design, the mistake she made asking for metrics inside a safe-space event, and the workflows that actually made it to production. Topics Discussed: How Field Nation's marketing org is using AI — briefs, automated manual tasks, and higher-fidelity outputs The three-part hackathon structure: pre-work, the event, and post-event follow-up The four pre-hackathon training sessions: prompt writing, custom GPTs, Zapier, and core tool functionality The mistake of asking for metrics inside a "safe space" event and why it broke the learning dynamic The workflow that made it to production: Gemini for account research → ChatGPT for tailored outreach sequences A revenue marketer who independently built a Chorus call scoring rubric in Claude to predict large-deal likelihood Team saving 4-5 hours per person per week — ~10% capacity How she structured the hackathon to work across mixed AI fluency levels GTM Lessons For B2B Marketers: AI adoption fails without a forcing function: The failure mode isn't resistance — it's telling your team to experiment without protecting time. "It can come off as a very difficult message where it's like, hey, go learn AI and oh by the way, do all your other stuff." The hackathon forces the leader to commit: protect a full day or admit it isn't a real priority. There was pushback going in; results on the other side justified it. Run pre-event sessions before the hackathon: Most of Field Nation's team had never or rarely used AI before the first event. Briana ran four short sessions — prompt writing, custom GPTs, Zapier, core functionality — to establish what was possible. Without that baseline, teams stall during the event. The 77% jump in self-reported AI knowledge was built on that prep, not the day itself. Don't ask for metrics inside a safe-space event: Briana called this her clearest mistake — framing the hackathon as a confidence-building exercise, then asking participants what metric they'd move. "That was a violation of the safety element." Keep outcome accountability in the follow-up, not inside the event. Anchor on the problem, not the tool: When mixing fluency levels, the frame "here's a problem — how can this help solve it" works better than "here's how to use AI." Her strongest AI user owned the structure and ran short peer-led sessions with recorded examples. No certifications, no vendors. Expect almost nothing to ship directly: Very few projects made it to production from the hackathon. What eventually shipped was shaped by what the team explored during the event. The one example: a team member built an account-specific prompt in Gemini, executed it in ChatGPT, and produced highly tailored outreach for target accounts. The hackathon created the conditions for it. // 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 phút
  2. S2: E20: How buyer behavior is evolving in the AI-Era | Palmer Houchins

    9 giờ trước

    S2: E20: How buyer behavior is evolving in the AI-Era | Palmer Houchins

    G2 is the world's largest software marketplace — 200,000+ products, 2,400 categories. In early 2026, G2 made its largest-ever acquisition: Capterra, Software Advice, and GetApp, adding 10,000 customers, 200 million buyers, and 6 million reviews. In a recent episode of Unicorn Marketers, we sat down with VP of Marketing Palmer Houchins to unpack what five years at the center of software buying behavior has taught him — and what G2's own research reveals about a buyer journey that has fundamentally reordered itself. Topics Discussed: How AI has compressed and reordered the B2B buying journey The shift from SEO to AEO — and why they're less different than most assume Why third-party verified signals now determine AI search outcomes G2's acquisition of Capterra, Software Advice, and GetApp and what it unlocks for vendors The category creation playbook — why timing matters more than vision GTM Lessons For B2B Marketers: The buyer journey hasn't gotten shorter — it's been reordered: "It's the same amount of scrutiny and everything just in a shorter time period and it's got kind of reordered." What AI has done is front-load discovery. The work that used to take six months of awareness-building now happens in a 30-minute AI session before a buyer touches your funnel. Most GTM teams are still structured for the old sequence. That mismatch is the real problem. Winning AI search is a corroboration game, not a content game: AI search is "the most exhaustive investigative journalist you've ever seen" — it cross-references your website claims against reviews, Reddit, and creator content. G2 rejects roughly a third of submitted reviews it can't verify. That trust infrastructure is why AI models treat it as a reliable source. The battleground for AI visibility isn't your website — it's your third-party corroboration stack. 69% of buyers picked a different vendor than they expected — because of AI: G2's research: 51% of buyers now start with AI, not Google. Of those, 69% chose a different vendor than they anticipated going in. Palmer's read: "If I were the incumbent, I'd be looking over my back." For startups with strong AEO presence and solid reviews, AI is actively redistributing market consideration. In-person is the counter-cycle investment: As PPC efficiency eroded and organic click-through collapsed under AI overviews, Palmer's team reallocated toward events and community — not just trade shows, but dinners and high-touch virtual formats. These held their conversion power precisely because everything else got noisier. Category creation is a timing and wind-reading exercise: Before recruiting competitors into your category, "figure out which way the wind is blowing." Getting on G2, achieving critical mass, generating quarterly grid reports — those aren't vanity moves. They build the third-party signal stack that AI search will eventually surface. // 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

    25 phút
  3. S2: E19: Inside Lindsey Irvine's marketing playbook

    9 giờ trước

    S2: E19: Inside Lindsey Irvine's marketing playbook

    Lindsey Irvine, Former CMO at Square, joined Unicorn Marketers to share her framework for leading a marketing organization through genuine transformation — not AI theater. She breaks down what actually stays the same in marketing's core functions, what has to change underneath them, and what entirely new roles are being created that most orgs haven't hired for yet. She also gets direct on what separates functional marketers from true business partners, and why narrative clarity may be the most undersupplied competitive advantage in B2B right now. Topics Discussed: What stays, what changes, and what is entirely new in how marketing functions operate The two-lever framework for creating real AI experimentation capacity without killing execution The sprint model for forcing genuine AI-native rethinking vs. AI-assisted versions of old workflows How the marketing org chart is being redrawn and which new roles are emerging The "context librarian" concept and why it may be the most important hire you haven't considered What it actually takes to shift from functional marketing expert to genuine business partner Why narrative clarity is a strategic moat in an AI-washed market GTM Lessons For B2B Founders: Treat AI transformation like a sprint, not a side project. Telling your team to use AI "when they have time" while keeping them at full capacity guarantees the status quo wins. Lindsey offers two concrete structures. The first: cut team capacity to 80% and protect 10-20% of weekly time for deliberate experimentation. The second is the ratio flip: cordon off a small group of people critical to high-value use cases, give them 80% of their time to rebuild those workflows from scratch, and only 20% to maintain current delivery. The sprint prompts she uses: Where would you involve human judgment and review? How far can an agent take it? What data from which systems? Where do things break? What does it take to reach production? The 10-20% dabble model rarely works because people default to what they know. The sprint forces genuine rethinking. Every marketing function should pass one test. When reimagining a function with AI-native tools, if the answer to "what would this look like?" lands exactly where you are today, you are not pushing hard enough. Start with the business outcome, build from first principles, and let the process follow. Hire for go-to-market thinking, not channel expertise. The old hire: five years running this system, owns this channel. The new hire: someone who understands the full go-to-market motion and ICP, thinks in systems end-to-end, and defaults to AI as the starting point for driving toward a business outcome. Deep functional expertise is giving way to broad systems orientation with AI-native instincts. Build a context librarian before you scale your agents. As AI agents get deployed across go-to-market workflows, their output is only as good as the context they operate on. Someone has to own this: what do the agents know, what are they allowed to know, is that knowledge current, and how is competitive context being fed in. Lindsey breaks this into three components: information architecture, market intelligence and competitive strategy, and governance. Without this role, you scale stale or wrong context at machine speed across the entire motion. //  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

    33 phút
  4. S2: E18: Why taste starts with research, not vibes | Angela Winagar

    6 ngày trước

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

    30 thg 6

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

    24 thg 6

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

    16 thg 6

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

    16 thg 6

    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 phút
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Giới Thiệu

Conversations with B2B marketing leaders of unicorn tech startups.

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    Frontlines.io
  • Năm hoạt động
    2025 - 2026
  • Tập
    26
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    Unicorn Marketers