Get the B2B Buyer Experience Report: https://6sense.com/science-of-b2b/buyer-experience-report-2025/

In this AI marketing podcast episode, Dan Sanchez sits down with Kerry Cunningham, Head of Research & Thought Leadership at 6sense, to dissect the current B2B buying landscape and how AI is completely reshaping it. They dive deep into new findings from the Buyer Experience Study and what they mean for both B2B and B2C marketers. Whether you're selling to businesses or consumers, this episode unpacks the buyer journey in ways that will change how you think about pipeline, brand building, and long-term marketing strategy.

• Tella - https://danchez.com/tella
• High Level - https://danchez.com/highlevel
• Zencastr - https://danchez.com/podtools
• n8n - https://danchez.com/n8n

• 6sense - https://6sense.com
• B2B Buyer Experience Report from 6sense: https://6sense.com/science-of-b2b/buyer-experience-report-2025/

• 00:00 - Why B2C marketers should care about B2B buyer research
• 03:05 - Introducing the Buyer Experience Study and how it originated
• 06:45 - Breakdown of B2B buying stages and shocking distribution stats
• 10:32 - The myth of buyer exploration: decisions are made way earlier
• 15:18 - Why your sales team is too late if you're not on the shortlist
• 20:00 - Understanding buyer behavior and the 77% top vendor stat
• 24:50 - Why preferred vendor changes don’t usually change the deal
• 30:40 - The deadly mistake of ignoring early-stage buyers
• 35:15 - Using AI to detect in-market accounts and content needs
• 42:00 - How to build content for every role in the buying group
• 46:05 - The HubSpot and Marketo inbound strategy case study
• 50:40 - Reframing how we define leads and contacts
• 56:10 - What the next-gen CMO is doing right now to win later
• 01:00:45 - Relationships still matter, but AI can amplify them

Should You Start a Podcast? Take the Assessment: https://AIdrivenmarketer.com/pod

In this AI marketing podcast episode, Dan Sanchez and Ken Freire explore what it really means to be "relevant" on social media by becoming a "problem hunter." They break down how to find and prioritize real pain points your audience is experiencing—not just surface-level trends—and why this skill is foundational for building thought leadership and influence in the AI age.

• Tella - https://danchez.com/tella
• High Level - https://danchez.com/highlevel
• Zencastr - https://danchez.com/podtools
• n8n - https://danchez.com/n8n

• Deep Research Toolkit - https://go.danchez.com/deep-research-toolkit
• AI-Driven Marketer Podcast Assessment - https://AIdrivenmarketer.com/pod

• 00:00 — What "relevance" really means for content creators
• 01:48 — The idea of becoming a "problem hunter"
• 03:53 — Why most content doesn't resonate
• 05:36 — How to mine social media for real pain points
• 06:58 — Turning passive scrolling into strategic research
• 09:18 — The power of customer conversations for deeper insight
• 13:29 — Using customer interviews to spot trends
• 16:26 — Using AI deep research prompts to surface audience pain
• 23:12 — How to prioritize pain using RFM analysis
• 27:51 — The difference between counseling and content relevance
• 32:14 — When and how to address deep vs. frequent pain points

In this AI marketing podcast episode, Dan Sanchez and Ken Freire unpack what it really takes to become an authority on social media in today’s chaotic content landscape. They break down the popular but vague "document, don't create" strategy and reshape it into something far more actionable: "learning in the light." Whether you're starting your thought leadership journey or rebooting it, they map out exactly how to build credibility by being a visible, humble learner.

My Favorite AI Tools

• Tella - https://danchez.com/tella
• High Level - https://danchez.com/highlevel
• Zencastr - https://danchez.com/podtools
• n8n - https://danchez.com/n8n

Timestamps

• 00:00 - Why Gary Vee's "document" advice misses the mark
• 01:44 - The evolution of social media from quotes to "interest media"
• 03:51 - What still works: authenticity and storytelling
• 04:22 - How to choose what to post: be helpful, not vague
• 06:10 - The power of asking questions vs. giving advice
• 09:09 - Vulnerability vs. oversharing: where to draw the line
• 13:06 - Why optimism is essential for authority
• 14:29 - Fit2Fat2Fit and the "journey to mastery" model
• 16:08 - Should you share failures too? Yes, with the right frame
• 19:19 - The post formula: Why > What > How > Question
• 21:22 - Team Quantity: post more to get better
• 23:17 - Don’t just post, comment: LinkedIn/X engagement hacks
• 28:42 - Comments are content too: the hidden benefit
• 29:41 - Avoiding burnout: the 90-day sprint method
• 31:25 - Building your idea flywheel
• 33:53 - Sharing wins without sounding like a bragger
• 36:08 - The next step: from expert to contributor

Should you start a podcast? Find out: https://aidrivenmarketer.com/pod

In this AI marketing podcast episode, Dan Sanchez unveils his "30-30-30" blueprint for becoming a thought leader. If you've ever wondered how to actually grow your authority in a niche without spending years doing it, this episode breaks it down into a simple (not necessarily easy) system: read 30 books, interview 30 experts, and publish 30 content pieces on a single topic. Dan and co-host Ken Freire talk through the step-by-step approach and why it works so well, especially for marketers looking to stand out.

My Favorite AI Tools:

• Tella - https://danchez.com/tella
• High Level - https://danchez.com/highlevel
• Zencastr - https://danchez.com/podtools
• n8n - https://danchez.com/n8n

Resources Mentioned:

• ChatGPT Deep Research Mode – https://chat.openai.com/
• AIDrivenMarketer.com/pod Assessment – https://aidrivenmarketer.com/pod
• Google Alphabet Soup Keyword Method – https://www.google.com/
• Reddit – https://www.reddit.com/
• Quora – https://www.quora.com/

Timestamps:

• 00:00 – Why everyone secretly wants to be a thought leader
• 01:55 – The case for becoming a student before becoming a teacher
• 03:00 – What is the 30-30-30 plan?
• 04:30 – How to pick a niche topic (and why it matters)
• 05:48 – Why reading all the books is the first step
• 07:26 – How Dan accidentally became an authority using this method
• 10:00 – Alternatives to reading (and why books still matter most)
• 14:00 – Skimming smarter: how to speed up your book intake
• 16:30 – What to do if you don’t like reading
• 18:00 – What counts as a "niche"? Defining the right scope
• 19:22 – Sequencing: reading, interviews, then content
• 20:00 – Why interviews are key to deepening expertise
• 21:43 – The low bar of becoming an expert (and why few people reach it)
• 25:15 – When to start sharing: Day 1
• 27:00 – Should you podcast or write? (Pick your medium)
• 28:46 – How to interview without starting

Is a podcast right for you? Take the assessment to find out: https://aidrivenmarketer.com/pod

In this AI marketing podcast episode, Dan Sanchez and co-host Ken Freire take a skeptical look at how authority is claimed (and faked) online in 2025. In a world where everyone seems to be positioning themselves as a thought leader, Dan presents a counterintuitive approach to standing out: embrace the role of the student. Through stories from his own career and examples like Michael Hyatt, Dan unpacks how publicly learning out loud builds more trust and real authority than posturing ever could.

• Tella (AI screen recording app I record all my solo episodes with) - https://danchez.com/tella
• High Level (My all in one marketing platform) - https://danchez.com/highlevel
• Zencastr (Best AI podcast tool) - https://danchez.com/podtools
• n8n (my favorite AI automation tool) - https://danchez.com/n8n

• Michael Hyatt - https://michaelhyatt.com/
• Sweetfish Media - https://sweetfishmedia.com/

• 00:00 - The Rise of Skepticism
  Dan and Ken talk about how the rise of AI and personal branding has made everyone skeptical of authority online.
• 02:25 - Becoming a Thought Leader in a Noisy World
  Dan introduces the challenge: how do you build real authority when everyone is making expert claims?
• 03:30 - The Counterintuitive Solution: Be a Student
  Why adopting the posture of a student is more trustworthy and effective than calling yourself an expert.
• 05:00 - Dan's Origin Story with Account-Based Marketing
  How Dan became an authority in a space he knew nothing about by documenting his learning journey.
• 07:24 - Learning Out Loud Builds Trust
  The invisible transition: from curious student to trusted authority, without ever making a bold claim.
• 10:08 - The Danger of Faking Expertise
  Ken shares a story of spotting a faker on LinkedIn and why people crave authenticity.
• 11:51 - The Psychology Behind Student Positioning
  Dan explains how humility disarms skepticism and invites trust.
• 14:36 - The Never-Ending Student Mindset
  Why you never need to graduate from student mode, even when the world starts calling you the expert.
• 15:08 - Michael Hyatt: The Model Student
  Ken highlights how Michael Hyatt keeps reinventing himself by always learning first and teaching second.
• 17:40 - What's Next: 30-30-30 and Learning in the Light
  Dan previews practical strategies to apply this approach and become a student in public.

Ready for me to move on to the next step and write title options?

In this AI marketing podcast episode, Dan Sanchez and Ken Freire tackle the often cringe-inducing but crucial topic of thought leadership in the age of AI. They explore why the term gets a bad rap, how to redefine it with authenticity, and why standing out is more important now than ever in a sea of AI-generated, commodity content. They map out a practical path from professional to authority and argue that the world desperately needs more people willing to bring clarity, not confusion.

My Favorite AI Tools:

• Tella - https://danchez.com/tella
• High Level - https://danchez.com/highlevel
• Zencastr - https://danchez.com/podtools
• n8n - https://danchez.com/n8n

Resources Mentioned:

• Homo Deus by Yuval Noah Harari - https://www.ynharari.com/book/homo-deus/

Timestamps:

• 00:00 – Why thought leadership is awkward but necessary
• 01:00 – Defining authentic authority in the age of AI
• 03:00 – Why you can’t call yourself a thought leader
• 04:00 – Redefining thought leadership as deliberate influence
• 06:30 – Is there even room for more thought leaders?
• 08:00 – Why clarity is the antidote to content overload
• 10:00 – How Hormozi simplifies marketing for real impact
• 13:00 – The real path: from professional to expert to contributor to authority
• 18:00 – Why positioning as a student builds stronger authority

In this AI marketing podcast episode, Dan Sanchez and his brother Travis dive deep into the latest AI-powered capabilities in Google Sheets and how they're revolutionizing everyday marketing workflows. From automated spreadsheet completion to real-time data analysis and reporting, Dan shares specific examples of how Gemini is saving hours of work and turning spreadsheets into smart, dynamic tools. Whether you're managing content calendars or analyzing survey responses, this episode reveals how AI is transforming how marketers use spreadsheets.

• Tella (AI screen recording app I record all my solo episodes with) - https://danchez.com/tella
• High Level (My all-in-one marketing platform) - https://danchez.com/highlevel
• Zencastr (Best AI podcast tool) - https://danchez.com/podtools
• n8n (my favorite AI automation tool) - https://danchez.com/n8n

• Google Sheets Gemini AI - https://workspace.google.com/blog/product-announcements/duet-ai-in-google-sheets
• Clay (for AI data enrichment) - https://www.clay.com/
• Gamma (AI-powered presentation tool) - https://gamma.app/
• Turning your podcast into social posts: https://smack.fm

• 00:00 - Do you love spreadsheets? The kind of marketer that says a lot
• 02:00 - AI in Google Sheets is finally a real workflow enhancer
• 04:30 - Dan shares how Gemini filled in an entire Bible study worksheet
• 06:30 - When Gemini hallucinates: where AI in Sheets still falls short
• 08:15 - Use Gemini as a cell-level formula to categorize qualitative survey data
• 11:30 - Reporting magic: Gemini pulls podcast view data from multiple tabs and summarizes it
• 14:30 - The future of automating social media analytics with AI + Chrome
• 17:30 - Why High Level's fixed pricing and Google Sheets integration is a game-changer
• 21:00 - Turning podcast episodes into book chapters using Gemini
• 27:00 - Emotional processing and marriage fights: a surprising use case for AI
• 31:00 - Viral post: Claude cuts $195K hospital bill down to $33K
• 35:00 - Using AI for second opinions on legal and financial documents

Should you start a podcast? Take the free assessment:  https://AIdrivenmarketer.com/pod

In this AI marketing podcast episode, Dan Sanchez and Ken Freire break down how your personal core values are your greatest unfair advantage in the age of AI. While AI can mimic tone, produce content, and automate tasks, it can never replicate your deep convictions, beliefs, or lived experiences. They walk through a step-by-step roadmap for identifying and clarifying your core values and how to turn them into magnetic forces in your marketing, leadership, and business.

• Tella (AI screen recording app I record all my solo episodes with) - https://danchez.com/tella
• High Level (My all-in-one marketing platform) - https://danchez.com/highlevel
• Zencastr (Best AI podcast tool) - https://danchez.com/podtools
• n8n (my favorite AI automation tool) - https://danchez.com/n8n

• Core Values Word Bank:
• AI-driven Podcast Fit Assessment - https://AIdrivenmarketer.com/pod

• 00:01 – The human edge over AI: core values and lived experience
• 01:19 – What your "why" really is and why most people lose sight of it
• 02:32 – Why core values are your differentiator in a sea of AI sameness
• 05:20 – Ken's journey: discovering and teaching core values
• 06:53 – What core values are (and aren't)
• 10:19 – Ken’s 5-part framework: Believe, Become, Build, Belong, Bless
• 15:05 – Using life stories and reflection to uncover values
• 19:14 – The "Reality Audit": time, money, energy, and fear as value indicators
• 23:14 – How to shortcut the process using ChatGPT
• 26:19 – Final step: aligning and refining your true top 5 core values
• 30:32 – Core values in marketing: bring them to life with stories
• 35:29 – 3 key stories every marketer should craft to express values
• 38:14 – Add the story of transformation to the mix
• 39:36 – Stories across your content make your values unmistakable
• 40:46 – Getting help: AI can assist, but humans help discern your truth

In this  AI marketing podcast episode, Dan Sanchez and co-host Ken Freire tackle the rising tide of AI-generated content and its impact on marketers trying to stand out online. With a flood of polished, AI-written posts dominating platforms like LinkedIn, they explore how marketers can preserve authenticity, leverage their human edge, and avoid becoming just another voice in the AI crowd. They share personal anecdotes and practical frameworks for how to lead with real experience, personality, and values in an era of indistinguishable content.

My Favorite AI Tools:

• Tella - https://danchez.com/tella
• High Level - https://danchez.com/highlevel
• Zencastr - https://danchez.com/podtools
• n8n - https://danchez.com/n8n

Timestamps:

• 00:00 - Why LinkedIn Feels Flooded with AI Content
• 01:45 - The Graphic Design Industry's Coming Disruption
• 04:21 - Coca-Cola’s AI-Generated Commercials
• 06:18 - Personality as the Differentiator
• 09:13 - How to Stay Authentic with AI Tools
• 13:41 - Voice Prompting for More Personal AI Output
• 15:44 - The Human Edge: Experience Over Imitation
• 19:24 - Trust and Values in the Buying Journey
• 22:41 - The Theology of Creativity
• 24:42 - The Joy of Building with AI (Not Replacing Yourself)
• 28:20 - Applying Authenticity to Expert Marketing
• 33:07 - Real Authenticity is Values, Not Emotions
• 34:33 - Why Defining Your Core Values Is Crucial

In this AI marketing podcast episode, Dan Sanchez kicks off a new experimental series titled "Own the Show," joined by co-host Ken Freire. Together, they lay the foundation for what will become a book, starting with the urgent problem it aims to solve: the looming AI-driven job displacement. They unpack the coming shift, citing reports from the IMF and World Economic Forum predicting that over 60% of jobs in advanced economies will be affected by AI. This episode isn’t just about the threat; it’s a rallying call for marketers to embrace AI, reclaim their human edge, and rise as thought leaders to future-proof their careers.

• Tella - https://danchez.com/tella
• High Level - https://danchez.com/highlevel
• Zencastr - https://danchez.com/podtools
• n8n - https://danchez.com/n8n

• IMF Job Impact Report - https://www.imf.org/en/Blogs/Articles/2024/01/14/ai-will-transform-the-global-economy-lets-make-sure-it-benefits-humanity?utm_source=chatgpt.com
• World Economic Forum Job Forecast - https://www.weforum.org/publications/the-future-of-jobs-report-2025/digest/

• 00:00 — The coming AI disruption: 60% of jobs affected
• 01:00 — Introducing "Own the Show": Turning a podcast into a book
• 02:00 — The problem: AI replacing, changing, and offsetting jobs
• 03:30 — Knowledge workers at risk: A marketer’s wake-up call
• 06:00 — Hope in the WEF report: 7% net job growth
• 08:00 — Lean business trend: Fewer employees, more automation
• 10:00 — Rise of the solopreneur and AI as your first hires
• 14:00 — Becoming AI-driven is no longer optional
• 16:00 — The Human Edge: What AI will never replace
• 21:00 — Real relationships & thought leadership in the AI age
• 24:00 — Why a podcast is the best tool for authority building
• 28:00 — Final encouragement: Don’t wait, start now