10 Minute Martech

"AI does not replace your team. It's another person on the team." That's how Allan Malcolm runs marketing, and it changes everything about how you hire, train, and build workflows. 

Allan is CMO of Voxel AI, where being AI-forward is a daily operating requirement rather than a roadmap slide. He explains why AI copywriting produces weeks of robotic output before your models learn your voice, why competitive intelligence agents and ICP discovery are the fastest wins available right now, and why he believes the future belongs to generalist marketers who understand system-level design. 

3 Takeaways:

Subscribe to 10 Minute Martech for fast, practical insights from senior B2B marketing leaders on what’s working right now.

Chapters:

[00:43] What “AI-Forward” Actually Means

About the Guest:

Allan Malcom is the CMO at Voxel, a computer vision AI company revolutionizing workplace safety and risk. Allan has 20+ years of diverse expertise spanning multiple industries. A visionary at heart, he thrives on cultivating teams and leveraging robust data-driven strategies to propel organizational growth. Throughout his career, he has helped startups and enterprise go-to-market teams succeed. Prior to Voxel, he was the VP of Marketing at Trimble, a global technology company that connects the physical and digital worlds.

Connect:

Allan Malcolm: www.linkedin.com/in/allanmalcolm 

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At Thriveworks, a study of adults in or seeking mental health services found that word-of-mouth referrals still dominate how patients find care. For Kabir Daya, that data reinforced something he already believed: marketers across industries are at risk of over-optimizing for discovery and under-investing in the human experience that actually drives trust.

Kabir serves as both Chief Digital Officer and CMO at Thriveworks, sitting at the intersection of technology adoption and marketing strategy in one of healthcare's most sensitive spaces.

In this episode, Kabri tells Sara what the mental health discovery data reveals about how trust actually forms, why translating data into human narrative is the rarest skill on a modern marketing team, and how Thriveworks builds experimentation culture inside a remote organization.

3 Takeaways:

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Chapters:

About the Guest:

Kabir is the Chief Digital Officer and Chief Marketing Officer at Thriveworks, where he leads digital transformation, product innovation and marketing strategy to expand access to high-quality mental healthcare. Overseeing the product, engineering, design, and marketing teams, he drives integrated growth strategies, strengthens brand positioning, and enhances data-driven engagement with clients and clinicians. With a deep background in business and technology, he focuses on leveraging digital platforms to improve clinician and client experiences, ultimately advancing mental health access and outcomes. 

With over a decade of experience in business management, Kabir has worked across diverse markets, including the US, France, Germany, India, Singapore, and Indonesia. 

Kabir earned his Bachelor of Business Administration from the University of Wisconsin.

Follow The Leader — Kabir’s Recommendations:

Sol Rashidi: www.linkedin.com/in/sol-rashidi-mba-a672291

Connect:

Kabir Daya: https://www.linkedin.com/in/kabirdaya/

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Taste is having a moment in marketing conversations—and for good reason. But Heike Young, who's spent years leading content innovation at scale, says taste alone won't close the gap between good marketers and great ones. The other half of that equation is what this episode is really about.

Heike has spent her career leading content innovation at scale, including growing Salesforce's branded YouTube channel to more than 800K subscribers through a deliberate, creator-first strategy.

In this episode, she makes the case for why human storytelling is the durable skill that separates great marketers; how carving out even 10–15% of your time for innovation can define a career; and why "resonance over reach" should be the filter every content decision runs through.

3 Takeaways:

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Chapters:

About the Guest:
Heike Young is a content strategist, consultant, and speaker with 15 years of experience building content programs that grow brands. She spent 11 years at Salesforce in ascending content leadership roles — co-hosting an award-winning B2B marketing podcast and leading the video team that grew Salesforce's YouTube channel to over 800,000 subscribers through creator partnerships, branded series, and global event coverage. She went on to lead content, social, and integrated marketing at Microsoft before launching her own practice in 2025, focused on consulting, speaking, and content creation. Her work has been featured in Forbes, AdWeek, CNBC, USA Today, and more, and she has consulted brands including Disney, Clorox, and L'Oréal on marketing strategy.

Follow The Leader — Heike’s Recommendations:

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Most marketing teams are waiting for AI best practices to stabilize before committing. Lindsay Hagan, VP of Marketing and Co-Head of Revenue at Conductor, thinks that's the wrong call. 

At Conductor (an enterprise SEO and AEO platform), Lindsay is running AI experiments in real time: automating AEO reporting via Claude and Conductor's own MCP, pairing marketing with customer success in cross-functional hackathons, and watching her own CEO build things in Claude Cowork.

In this episode, she shares what's working and what isn't, why AEO demands a whole-company discipline that spans PR, social, and community, and why the content teams who survive this shift will be the ones who learn to direct AI, not the ones who get replaced by it.

3 Takeaways:

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Chapters:

About the Guest:
Lindsay is the VP, Global Marketing at Conductor, managing all demand generation and go-to-market activities. With over ten years of experience in the B2B SaaS space, Lindsay’s strengths lie in scaling marketing teams and building cross-channel campaign strategies. Prior to Conductor, Lindsay led marketing for Augment, a Salesforce-backed augmented reality SaaS platform, where she built the marketing team from the ground up and engineered the French company's expansion into the U.S. market.

Lindsay was a Women in Content Marketing Leader of the Year Award finalist and Discovery Awards Finalist for Emerging Women Marketers in Tech. She has presented at notable conferences, including Digital Summit DC, Inside Intercom, the NYC Product Marketing Conference, and Conductor's C3 Marketing Conference. 

Follow The Leader — Lindsay’s Recommendations:

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When someone clicks your ad and the experience falls apart, perfect attribution data doesn't save you. Paula Mantle, VP of Marketing at Branch, has watched this play out across a decade in tech where she learned that most purchase decisions are made long before anyone reaches for a bottle.

Paula brings that lens to how AI is reshaping discovery, why the "more content" era of AI produced mostly noise, and what marketers actually need to do now. In this episode: why linking infrastructure beats tactical channel thinking, what a recent rebrand at Branch taught her about consistency as a competitive asset, and why curiosity is the only skill with a long shelf life right now.

3 Takeaways:

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Chapters:

About the Guest:
Paula Mantle, VP of Marketing at Branch, a leading linking and measurement partner for retailers, enterprises and everything in-between. With over 15 years of experience leading multi-channel marketing efforts, Paula takes pride in building and executing creative marketing that informs and educates. 

Follow This — Paula’s Recommendations:

Connect:

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The most common AI mistake in marketing isn't choosing the wrong tool. It's skipping the foundational work that makes any tool effective.

Al Moore, VP of Marketing at Fluency—a platform built to deploy advertising at scale through AI-powered automation—has watched this play out from both sides: as a vendor and as a practitioner running his own team. His argument: AI accelerates whatever's already there, which means authentic storytelling, audience clarity, and cross-functional alignment matter more now, not less. 

He joins Sara to break down what it looks like to move from scattered AI experimentation to a governed, org-wide operating model—and why the HR mindset, not the tech mindset, is what separates teams that scale from teams that stall.

3 Takeaways:

🚀 Subscribe to 10 Minute Martech for fast, practical insights from senior B2B marketing leaders on what’s working right now.

Chapters:

About the Guest:
Al Moore is a creative, collaborative, and values-driven B2B marketing leader with a 15+ year track record of driving outcomes through integrated brand and performance marketing strategies. A proven people leader, he builds high-performing teams, earns trust across organizations of all sizes, and develops thriving integrated marketing programs. Al is known for turning disparate inputs from customers and business stakeholders into crisp, coherent messaging and compelling value propositions that drive employee engagement and sales results. Executive teams rely on him for critical messaging and communications that require both strategic clarity and a sensitive touch.

Follow This — Al’s Recommendations:

Connect:

💡 Learn more about Progress: www.progress.com

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Kyle Lacy’s team at Docebo is running 50 AI experiments a year and says the results are generating a multimillion-dollar pipeline... from tools his team built in a week. The Chief Marketing Officer joins the show to connect the dots between those two outcomes: whether leadership is investing in upskilling or just issuing mandates. 

Kyle is one of the most experienced go-to-market executives in SaaS, having scaled marketing through acquisitions, high-growth phases, and now a period where AI is rewriting the rules faster than most playbooks can keep up.

3 Takeaways:

Subscribe to 10 Minute Martech for fast, practical insights from senior B2B marketing leaders on what’s working right now.

Timestamps:

Connect:

Follow This — Kyle’s Recommendations:
Karen Flanagan: AI newsletter
Claire Vo: How I AI podcast
Jordan Crawford: Cannonball GTM substack

Kyle’s Best Insights:

"Anybody that I'm talking to right now in marketing that can't explain to me how they use AI, I'm not interested in hiring."

"Used the right way, you can do more creative, more responsible marketing that will give you an edge on everybody else who's just trying to build stuff for the hell of it."

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Informed buyers. Generative AI. Faster decision-making. The buying journey is undeniably changing, but the real question is how to keep up without losing focus?

Chae O’Brien, Principal Strategist at Thought Bakery, says the answer to ambiguity is  discernment. In this episode, host Sara Faatz sits down with Chae to explore why discernment has become the must-have tool for B2B marketers, and how to use AI as a strategic accelerator without letting it pull your team off course.

Chae: 
“For us to really have that discernment to know what should be part of our customer experience and what just doesn’t represent who we are, you need to intimately know what their day-to-day looks like.”

“I am not going to read ten blogs. I am not going to read fifty-page PDFs.”

“That discernment between what the AI is giving you and the context that you have is what’s really important—because if you can’t discern between the options, you’re not yet sure where your brand really plays.”

Links & Resources:
Connect with Sara: linkedin.com/in/sara-faatz-b67213
Connect with Chae: linkedin.com/in/chaenara
Learn more about Progress: www.progress.com

Timestamps:
00:40 – Diving into AI Challenges for Startups
02:35 – Understanding Customer Experience
03:15 – The Changing Landscape of Digital Interactions
05:25 – Leveraging AI for Go-to-Market Strategies
06:40 – Influential Figures in AI
08:50 – Future of Work and Leadership

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Kevin Hein, Chief Growth Officer at GIPHY,  sits down with Sara to discuss how AI, automation, and shifting consumer behaviors are reshaping the marketing landscape—and why brands can’t rely on legacy playbooks to keep up. 

Instead, he makes the case for surrendering control strategically through experimentation. The conversation explores the risks of over-automation, creative fatigue, and data paralysis, and why even the most sophisticated AI systems still need human insight to protect brand authenticity and drive long-term growth.

3 Key Takeaways:

• You can’t outpace AI. Experiment instead.
• Automation without insight leads to creative fatigue.
• More data doesn’t mean better decisions.

Kevin: 
“The speed at which this moves—how does a brand stay at that pace? I believe the answer is you don’t. You have to surrender to an extent. And it comes down to testing, learning, and experimentation.”

“We have a lot of data that can be paralyzing. I’m interested in insights—not dashboards that just tell you X, Y, and Z.”

“AI can be incredibly effective, but there’s a risk of numbness—creative fatigue that happens when everything is optimized but nothing is truly new.”

Links & Resources:
Connect with Sara: linkedin.com/in/sara-faatz-b67213
Connect with Kevin: linkedin.com/in/kevinahein
Learn more about Progress: www.progress.com

Timestamps:
00:50 – Shift from Feeds to Group Messaging
01:50 – Harnessing Group Messaging for Business
02:35 – Challenges and Opportunities in Experimentation
03:25 – The Role of AI in Brand Authenticity
06:20 – Future Trends in AI and Retail
11:10 – The Evolution of Websites and Digital Experience
13:25 – Balancing Automation and Creativity

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Eudald Camprubí, Co-Founder of Nuclia and Progress Software Fellow, joins Sara to demystify agentic RAG—what it is, why it matters, and how it’s transforming the way marketers deliver hyper-personalized, contextual experiences at scale.

Eudald explains how retrieval-augmented generation allows organizations to ask questions of their own knowledge—securely, privately, and without the hallucinations that plague general-purpose LLMs. 

He breaks down: 

• The critical step most teams overlook.
• The emerging role of small language models.
• How the combination of agents, MCP, and RAG will soon enable autonomous, high-value workflows across the entire customer journey.

Eudald: 
“RAG is a way for organizations to ask questions to their own knowledge and get answers—while keeping data security and privacy in place.”

“We’re not using general knowledge. We’re using a very small context we know is useful to answer the user’s question—and this is how we avoid hallucinations.”

“Humans are changing how they want to access information. Everything is about conversations and getting answers in the right context.”

Links & Resources:
Connect with Sara: linkedin.com/in/sara-faatz-b67213
Connect with Eudald: linkedin.com/in/eudaldcamprubi
Learn about Progress® Agentic RAG platform: progress.com/agentic-rag
Learn more about Progress: www.progress.com

Timestamps:
00:45 – Understanding AI and Avoiding Hallucinations
01:20 – The Concept of Agentic RAG
02:40 – Combating Hallucinations in AI
03:50 – Marketing Use Cases for Agentic RAG
06:05 – Small Language Models vs. Large Language Models
07:15 – Future of AI and Agentic RAG
09:40 – Inspiration Behind Nucleus and Progress Agentic RAG

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