In this episode, I sit down with Rand Fishkin, founder/ex-CEO of Moz and founder/CEO at SparkToro, to talk about the importance of understanding your audience's sources of influence, finding SparkToros positioning, how B2B tech buyer journeys have changed and many (if not most) marketers don't know how to catch up, as well as the problem with SaaS product design.

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In episode 21, Adam speaks with Melissa Rosenthal, Chief Creative Officer of ClickUp, to talk about the different elements of "brand" and the roles they play in B2B tech GTM, especially in crowded categories. Melissa educates us on ClickUp's approach to brand, why they decided it would play a central role from the very beginning, how brand influences ClickUp's website strategy and UX, and the future of B2B tech website experiences at large.

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In this episode, Adam sits down with the veritable Chris Walker, CEO of Refine Labs, to talk about B2B tech GTM issues, the misconceptions most have on CAC and CAC payback, why PLG struggles with enterprise ABM motions (and vice versa), and how marketing website can help.

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In this episode Adam sits down with David Newton, VP of Product, Customer Success and Marketing at Handle Global, to talk about B2B tech go-to-market strategy, aligning GTM teams, and how to harness the marketing website with this aligned, cross-functional understanding.

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In this episode, Adam was on the other side of the coversation. He sat down with Corrina Owens, Head of ABM at Gong, and Taylor Young, Head of ABM at Terminus, to discussed the lessons learned in launching the ForwardSlash podcast, a podcast that explores the roles marketing websites play in B2B tech growth.

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In this episode, Adam speaks with Alan Gleeson, CEO and Co-Founder of Contento.io, about his strategy behind launching a headless CMS platform, a crowded space with around 80 competitors. They also talk about what B2B SaaS is getting wrong with GTM in general and the roles websites play in revenue growth.

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This episode is basically a follow-up to my interview with Jon Dome on the Jobs to Be Done (JTBD) mindset and framework, pioneered by Tony Ulwick and Clayton Christensen in the '90s to guide product innovation. It has been typically harnessed by Fortune 500-sized behemoths. In this episode, Tony and I discuss:

- How JTBD's complex product innovation framework can be simplified, massaged, and applied to competitive strategy, an element typically rife with bias in B2B SaaS, choking revenue engines across all industries.

- How JTBD helps align GTM teams.

- How JTBD can be used to lead content and website strategy.

- The roles websites play in ABM/ABX, going upmarket, and customer marketing.

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In this episode, Adam sits down with Nadia Milani, VP of Marketing at Proposify, to learn about Proposify's foray into ABM/ABX and how she's figuring out how to engage a new high-ACV customer segment in a new vertical that proven tough to crack with PLG. They also discuss how websites/microsites can support the different tiers of ABM/X.

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In this episode, Sarah Segal, Director of Demand Generation at FullStory, took me through her thoughts on the state of demand generation, how she's building her team and setting them up for success, how she aligned with sales to build a chatbot that pushed $500,000 in pipeline in a single quarter, and where she thinks B2B tech websites can improve across the board.

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In this episode, Lori Sullivan, CMO at Mangomint, takes me through why vertical SaaS platforms are all the rage, why PLG brands need to use actual product imagery on their websites (instead of abstract images), and why B2B tech marketing teams should have dedicated development resources.

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