In this fast-paced episode, Liz and Mark sit down with Patricia Velasquez, B2B Strategy & Insights Lead at Google, to unpack how AI, automation, and real-time data are rewriting the rules of market research. Patricia explains why traditional surveys and quarterly decks—once the backbone of insight-gathering—are now the rear-view mirror in a market moving too quickly for backward-looking analysis.

She reveals three forces reshaping B2B research today: AI-powered insight tools, synthetic panels, and multimodal signals (voice, visual, behavioral). Together, they shift organizations from “ask and wait” to “observe and adapt.” Patricia offers a practical starting playbook for mid-size companies: instrument digital touchpoints, use AI-enhanced platforms already available, and operate in fast, agile learning loops.

The conversation also digs into the emotional side of B2B buying—how trust, confidence, and human validation matter more than ever. Patricia shares a look at emerging frontiers like intent-based targeting, AI co-pilots, and agentic research that proactively surfaces insights and strengthens storytelling.

Her final message: treat research as a living system, not a static report. Learn faster than the market, stay curious, and use AI as a force multiplier—never a replacement for human judgment.

Resources Mentioned

• Think with Google (industry insights & research)
• Google Trends (real-time search behavior)
• LinkedIn – Patricia Velasquez (connect with the guest)

In this episode of B2B No Bull, hosts Liz and Mark Brohan welcome back Scot Wingo, co-founder of ChannelAdvisor and CEO of RefyBuy, for a deep dive into the implementation side of agentic AI. Building on their last discussion, Scot explains how marketers can move from internal automation to “outside-in” strategies that help their products get discovered and purchased through AI-driven commerce engines like ChatGPT, Perplexity, Microsoft Copilot, and Google Gemini.

Scot outlines practical steps B2B marketers can take now — from unblocking AI crawlers to optimizing product detail pages and leveraging deep content for LLMs — all to ensure their products appear in next-generation search. He stresses that marketers already possess the tools they need, but time is short: within six months, AI-driven traffic could rival or replace traditional SEO.

The conversation covers monitoring product visibility, avoiding data-blocking missteps, and why the next evolution of B2B marketing blends technology, transparency, and human creativity.

Resources Mentioned:

1. Microsoft Copilot
2. Gemini by Google
3. Perplexity AI

Tweet-Length Highlights:

• “Don’t block the bots — blocking AI crawlers today is like blocking Google in 2005.” — Scot Wingo
• “Agentic AI won’t end agencies — it’ll just make them smarter, smaller, and faster.” — Scot Wingo
• “Marketers already have the tools. The trick is to use them before AI traffic leaves you behind.” — Liz Brohan

In this fast-paced episode of B2B. No Bull., hosts Liz Brohan and Mark Brohan are joined by longtime tech innovator and “serial e-commerce troublemaker” Scot Wingo, co-founder of ChannelAdvisor and CEO of Refibuy, to unpack what Agentic AI really means for marketing and business.

Scott breaks down how AI has evolved from simple automation to “agents” that act autonomously—learning, reasoning, and completing tasks without human prompts. He explains how this shift is transforming marketing, commerce, and customer behavior far faster than most realize. As he puts it, “We’ve gone from search engines to answer engines,” meaning marketers must rethink SEO, SEM, and customer engagement in a world driven by conversational AI.

The episode explores why Agentic AI is more than hype, how it will reshape the buyer journey, and what B2B marketers can do now to prepare—like optimizing for GenAI Engine Optimization (GEO) and leveraging agents internally for efficiency.

Listeners will gain a clear, no-bull foundation on this next AI frontier and what it means for the future of marketing.

🔗 References / Resources Mentioned:

Refibuy – Scott Wingo’s AI development company

OpenAI’s ChatGPT – The catalyst for the Agentic AI revolution

Anthropic’s Claude – AI model introducing agent-to-agent communication

Scot's slides: file:///C:/Users/robt_/AppData/Local/Microsoft/Windows/INetCache/Content.Outlook/076HPHJN/b2b_no_bull_pod.pdf

💬 Highlight Quotes:

“We’ve moved from search engines to answer engines—and that changes everything for marketers.” 🚀 #B2BNoBull

“Agentic AI isn’t hype—it’s the next revolution in how business gets done.” 🤖

“Marketers who lean into AI now won’t lose their jobs—they’ll become indispensable

In this episode of B2B No Bull, hosts Liz and Mark Brohan sit down with Mark Schneider, Founder and CEO of RSW/US, to unpack the evolution of B2B marketing agencies—and the growing pains that come with it. Schneider, a veteran in agency business development and client matchmaking, gets candid about why many agencies still struggle with differentiation and positioning.

They discuss the ongoing identity crisis of “full-service” agencies, the importance of owning a niche, and why marketers are tired of hearing agencies talk only about themselves. The conversation dives into how agencies can lead clients through digital transformation and AI adoption, build thought leadership that adds real value, and focus on strategic partnerships instead of trying to be everything to everyone.

From staying ahead of the tech curve to proving ROI, Schneider emphasizes that agencies must evolve—or risk being left behind. As Liz puts it, “If your homepage could be copy-pasted onto 50 other agency sites—you don’t have a position.”

Resources Mentioned

1. RSW/US Agency New Business Blog
2. The Motion Agency
3. EMBAS Consulting

🔥 Highlight Quotes

1. “If your homepage could fit 50 other agencies—you don’t have a position.” – Liz Brohan
2. “Agencies that talk less about themselves and more about client challenges win the day.” – Mark Schneider
3. “AI won’t replace agencies—but agencies that ignore AI will replace themselves.” – Mark Schneider

In this lively episode of B2B No Bull, hosts Liz and Mark Brohan dig into one of the toughest challenges B2B marketers face: selling ideas into their own organizations. Why is it so difficult to get the boss—and sometimes even sales teams—to buy in? To help unravel the problem, they welcome Cyndi Greenglass, President of Livingston Consulting Strategies, adjunct instructor at West Virginia University, and co-host of Marketing Horizons.

Cyndi brings a wealth of experience to the conversation, showing why marketers often fail at the very thing they’re supposed to be good at—communication. She challenges listeners to stop hiding behind acronyms, learn the language of business, and build relationships with finance leaders to understand what really drives the company. From finding unexpected insights in retention metrics to learning how to present data without “puking numbers,” Cyndi provides clear, practical advice for becoming a trusted voice at the leadership table.

The group also explores the generational shift in B2B buying, the rise of “answer marketing,” and why self-service expectations are reshaping the customer experience. This no-nonsense conversation will leave you with fresh ideas—and maybe even some homework.

Resource Links

1. Livingston Consulting Strategies
2. Marketing Horizons Podcast
3. Honor Flight Chicago

Highlight Quotes 

1. “Marketers fail at internal communication because we don’t speak the language of business. Start by learning what drives your CFO.”
2. “Don’t puke your data—interpret it. Insight, not numbers, gets you a seat at the table.”
3. “Retention isn’t boring—it’s financial impact. Losing just 10% of customers can sink the business.”

From Mad Men to Modern Men: Reinventing B2B Marketing with Mark Pickett

On this episode of B2B No Bull, Liz and Mark Brohan sit down with Mark Pickett, Co-Founder of The Black Phoenix Group, to explore how legacy B2B companies can finally shake off outdated tactics and step into the digital era.

Mark’s journey from Marine Corps combat veteran to marketing executive to investor in niche manufacturing and distribution firms gives him a unique perspective on transformation. He pulls no punches when it comes to what B2B marketers still “suck at”: understanding how the business really makes money and proving marketing’s role in driving revenue.

Together, the hosts and guest dive into:

• Why industrial and legacy firms lag a decade behind in marketing technology.
• How to align sales and marketing by showing tangible, quick wins.
• Why marketers must speak the language of leadership and connect investment to measurable outcomes.
• The art of telling compelling, modern stories while respecting decades-long customer relationships.

If your company is still relying on faxes, flip phones, and “we’ve always done it this way,” this episode will show you the mindset and tools to scale smarter, sell faster, and finally bring marketing into the modern era.

Resources & References

1. The Black Phoenix Group – Mark Pickett’s firm specializing in industrial and niche manufacturing investments.
2. KPMG – One of Mark’s past corporate leadership stops.
3. U.S. Marine Corps – Where Mark’s leadership journey began.

Highlight Quotes

1. “B2B marketers don’t just need more tools—they need to understand how the business actually makes money.”
2. “Industrial marketing is a decade behind—but the right tech stack can scale demand 100 to 1.”
3. “Sales wants results. Marketing’s job is to prove it can ring the register.”

Leadership isn’t about titles, it’s about showing up—and in today’s high-pressure business climate, that can make or break performance. In this episode of B2B No Bull, hosts Liz and Mark Brohan welcome Barry Litwin, accomplished CEO and transformation leader, to talk about how great leadership drives growth, execution, and real results. Barry is currently CEO of Test Equity.

Barry has led billion-dollar businesses across retail and distribution, delivering bold transformations at companies like Global Industrial, Adorama, and Party City. He brings to the table a proven model for scaling growth, turning around struggling organizations, and aligning teams around what matters most.

Listeners will hear Barry’s Five-by-Five Framework—a strategy model that connects long-term vision (the North Star) to five must-win priorities over three years. He breaks down how to avoid the “strategy wish list” trap, and instead, focus resources where they move the needle.

But strategy alone isn’t enough. Barry details his three-part operating system for accountability: HUB Meetings for weekly metrics, Initiative Reviews for big priorities, and one-on-ones that build trust and unblock execution. He also shares how his Claw Back Plan helps businesses recover when they’re off-plan, without panic or finger-pointing.

From leading high-stakes “Big Bets” like a Salesforce CRM rollout, to establishing a cadence of clear communication that keeps boardrooms and breakrooms aligned, Barry delivers a masterclass in practical leadership. His advice is simple but powerful: be present, communicate deliberately, and build systems that keep momentum alive.

Whether you’re a CEO, marketer, or team lead, this episode is packed with tools you can use to lead like it truly matters.

Resource Links

1. Barry Litwin on LinkedIn – https://www.linkedin.com/in/barrylitwin
2. Global Industrial – https://www.globalindustrial.com
3. B2B No Bull Podcast – https://b2bnobull.com

Highlight Quotes 

1. “Strategy isn’t everything—execution is. That’s where most companies break down.” – Barry Litwin
2. “People don’t want perfect leaders. They want present ones.” – Barry Litwin
3. “Momentum starts with presence. Leadership is about showing up, not hiding in the deck.” – Barry Litwin

In this insightful episode of B2B No Bull, hosts Mark, Mary and Liz welcome Klaus Werner, a seasoned marketing executive, to explore the evolving role of the fractional Chief Marketing Officer (CMO). 

Klaus breaks down why companies, especially small to mid-sized ones—are increasingly hiring CMOs on demand: cost efficiency, flexibility, and the ability to cut through internal bureaucracy.

He describes the core responsibilities of a fractional CMO as driving fast, meaningful change and execution. “Quick impact” is the goal, and that means building trust fast, identifying low-hanging fruit, and aligning teams.

Klaus credits the pandemic and the rise of remote work technologies for accelerating the adoption of this model.

Klaus shares his playbook for success: conduct a rapid discovery, assess organizational needs, deliver quick wins, and build consensus.

He provides a standout case study branding an industrial distributor with a bold identity and a NASCAR sponsorship. Despite internal resistance, the campaign boosted brand awareness and opened key industry doors.

Listeners also hear about how aspiring fractional CMOs can break into the field through personal branding, speaking engagements, and thought leadership on platforms like LinkedIn.

Klaus closes by weighing the pros (diverse challenges, fast impact) against the cons (inconsistent work) and emphasizes that success hinges on a company’s willingness to embrace change.

🔗 Resources & References Mentioned

1. [email protected]
2. Rosetta (acquired by Publicis) – Where Klaus learned the consulting playbook.
3. NASCAR – Branding and sponsorship strategy.
4. Nielsen Logo Exposure Tool – Used to measure sponsorship media value.
5. LinkedIn – www.linked.com/in/klauswerner/

Quotes

“Fractional CMOs are hired for impact—fast, flexible, and free from internal red tape.”
– Klaus Werner

“COVID made fractional the new normal. Remote tech removed barriers, and companies embraced agile leadership.”
– Klaus Werner

“Success starts with courage. If a company can’t commit to change, no CMO—fractional or full-time—can help.”
– Klaus Werner