Don't Lose The Point.

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B2B marketing often touts simplification. But simplifying something doesn’t always make it easier to understand. 
 
In this episode, Dan and Alex unpack Fide’s State of B2B Understanding study and its findings on what buyers need to make sense of complex products and services.The challenge isn’t just removing jargon or saying less. It’s making sure the right message, with right amount of context, reaches the right person at the right time. 

Why? Because many buyers said they move through a sales process without fully understanding what they are buying. And as AI plays a bigger role in how people research and compare options, getting that message right is even more important.
 
Read the State of B2B Understanding study here: https://www.fideb2b.com/insights/research 

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Customers see one company, even when several teams are shaping their experience. In this episode, Dan speaks with Jessica Tavira Augusto, Associate Director, Field Marketing at Kyndryl, about how field marketing can bring those teams together around what buyers need, build stronger relationships, and earn a greater role in shaping business strategy.

Listen to how Jessica connects digital campaigns with in-person events, draws on delivery teams’ customer knowledge, and gets internal stakeholders on board. Find out how to plan events that move sales conversations forward, build trust throughout a long buying journey, and measure success through customer lifetime value. The conversation also explores why human judgement remains essential as AI changes how marketers work.

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Big budgets can buy attention, but they are not the only way to earn it. In this episode, Dan speaks with Greg Overmonds, VP of Marketing at SWTCH, about how challenger brands can create an outsized presence by staying laser-focused on the right audience, resisting shiny-object tactics and investing in the ideas most likely to make an impact.

Listen to how SWTCH combines proven B2B marketing fundamentals with new AI tools, including a series of bold, fully AI-generated commercials designed to compete for attention alongside much larger brands. Find out why a strong story still matters more than the technology, how marketers can take creative risks without compromising their brand and why AI should create more room for strategy, not replace genuine customer understanding.

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In this episode of the Fide Podcast, Dan Beresh speaks with Daphne Luchtenberg, Global Marketing Director for McKinsey Operations Consulting, about what makes B2B marketing and client storytelling actually work.

Daphne shares why the fundamentals of B2B marketing still matter: clear value propositions, deep audience understanding, emotional relevance, strong brand trust, and content that helps buyers see what is possible. The conversation explores how professional services firms can move beyond features and proof points to tell more compelling client stories, why the client should always be the hero, and how AI can support marketers without replacing the human relationships at the center of complex B2B sales.

A practical conversation for B2B marketers, communications leaders, consultants, and professional services teams looking to create stronger stories, sharper thought leadership, and more effective go-to-market communications.

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Most teams treat the creative brief like admin work. It is not. It is the difference between marketing that works and marketing that simply exists.

In this episode, we break down why the agency should write the brief, how skipping this step leads to bad ideas and weak results, and why “we need a video” is never the real problem. We cover what belongs in a strong brief, how to give creatives direction while allowing them to bring their ideas, and why defining a clear audience is non-negotiable.

We also dig into measuring success beyond vanity metrics and how to use the brief as a living tool when projects inevitably change.

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This episode explores one of the hardest - and most overlooked - challenges in enterprise marketing: aligning marketing and sales around what actually drives revenue. 

In conversation with Sanjay Chaudhary, SAP’s head of Enterprise Marketing, the discussion moves beyond vanity metrics and into the real work of building credibility in complex buying environments. The core tension is clear: marketers want attention, sales teams want outcomes. Bridging that gap requires marketers to deeply understand sales priorities while helping sales recognize the foundational role of brand and reputation.  

The episode dives into how enterprise marketers can cut through complexity - multiple stakeholders, endless personas, and pressure to produce content quickly - by slowing down and focusing on insight. Instead of rushing to tactics, the most effective teams invest in research, build credible assets (like third-party validation or original data), and then maximize those investments across both marketing and sales. The result is a more cohesive go-to-market motion—one where every piece of content isn’t just seen, but actually moves buyers closer to a decision.

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In this episode of The Fide Podcast, Dan Beresh speaks with Prateek Mathur, Head of Marketing for SAP SuccessFactors in Asia-Pacific, about how enterprise B2B marketing is evolving as the traditional marketing funnel breaks down. 

They discuss how marketers can win the top-of-funnel battle, understand their customers more deeply, and navigate increasingly complex buying committees. The conversation also explores account-based marketing (ABM), the balance between brand building and events, and how to measure marketing efficiency across the funnel. 

Along the way, they unpack how AI messaging, customer research, and trust-building are shaping the future of enterprise go-to-market strategy.

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AI can make incredible visuals fast… but it can’t magically give you infinite control, quality, and a 90% discount.

In this episode, Dan and Joe get real about what it actually takes to produce professional, on-brand creative using today’s AI tools. They break down why AI projects still require serious effort, why “creative flexibility” is the #1 survival skill, and how the best teams use AI to expand what’s possible, not replace the process entirely.

They also dig into the risks marketers need to plan for upfront, from legal reviews and model selection to setting the right expectations with stakeholders who think AI equals “cheap and instant.”

If you’re a marketer exploring AI video and visual production, this episode is your guide to doing it the smart way.

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Creating a value proposition sounds simple... until you try to get a global team to agree on one. 

In this episode, Dan and Joe unpack the real, behind-the-scenes work of defining a value proposition that actually drives alignment across marketing, sales, and leadership.

They explore why most companies overcomplicate this work, why clarity beats cleverness every time, and how to avoid the jargon and internal politics that make value props fall apart. You’ll also hear practical guidance on features vs. benefits, tailoring messaging to different audiences, and how collaborative workshops bring stakeholders together across regions.

Whether you're in B2B marketing, professional services, consulting, or enterprise tech, this episode gives you a clear roadmap for crafting value propositions that are simple, strategic, and genuinely useful to the people who need them.

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How do you come up with creative ideas?

How do you create a script that people will remember?

How do you create visuals that stick in your prospect's minds?

In this episode Dan Beresh chats with one of Fide's top video editors, Hugh Noonan, about how Hugh takes nebulous consulting concepts and transforms them into marketing material that moves the needle.