In this episode, we sit down with Greg Kefer, Chief Marketing Officer at Raft, an AI-powered logistics platform that is transforming supply chain management. With over two decades of experience in marketing, technology, and logistics, Greg has held leadership roles at companies like GT Nexus and Slink, helping to guide digital transformation in complex industries. He brings a wealth of experience in business development, customer acquisition, and marketing strategy to this conversation, sharing valuable insights on the role of AI in streamlining supply chain operations.

Greg takes us through his career journey, which began in consumer advertising before transitioning into enterprise technology. He describes how the early days of working at GT Nexus—where he was part of a team that scaled a startup to a $675 million acquisition—shaped his approach to B2B marketing and the power of narrative in brand building. He emphasizes the importance of creating a clear, compelling message, especially in industries where complexity is high and the stakes are even higher. Greg also shares lessons learned from working in industries that traditionally rely on email-based processes and manual workflows, like global freight forwarding.

Throughout the conversation, Greg highlights how Raft is addressing the inefficiencies of legacy logistics systems by integrating AI into various supply chain processes. He explains how Raft’s platform helps companies improve data accuracy, automate workflows, and make smarter decisions, all while reducing manual labor. He discusses the challenges and opportunities in marketing AI solutions in a B2B space, where long sales cycles, complex decision-making, and skepticism about AI’s capabilities are common. By educating the market and positioning AI as an essential tool, Raft is pushing the industry toward digital transformation.

Greg also touches on the importance of brand reputation and trust in business, particularly when targeting large enterprises. He explains how his team at Raft uses educational content, customer success stories, and strategic storytelling to engage prospective clients and foster long-term relationships. He stresses that success in B2B marketing requires patience, consistency, and a focus on delivering real value, rather than just chasing quick wins.

Listeners interested in learning more about Greg and Raft can connect with him on LinkedIn at www.linkedin.com/in/gregkefer/ or visit raft.ai. For marketing and AI support, visit nextgengrowth.com.