What happens when the marketing playbook you've spent 20 years building stops working? You rewrite it.

In this episode, Yirla founder Scott Schnaars sits down with Jason Seeba, CMO of OneSignal, to talk about what's actually changing in B2B go-to-market — and what most marketing leaders are getting wrong about it.

Jason has built growth engines at Bloomreach, Eightfold, MParticle, and Session AI, and advised companies like Clari, OfferFit, and LeadSpace. This conversation covers AI-driven GTM, the death of MQLs, why mass outreach is a losing strategy, and where human judgment still wins in an agent-powered world.

If you're a demand gen leader, CMO, or founder trying to build a modern marketing engine — this one's for you.

What You'll Learn

• Why the traditional B2B marketing playbook is no longer enough
• How AI agents are replacing SDR workflows — and what that means for your team
• Why MQLs are just a notification threshold — and what to measure instead
• How the CMO/CRO relationship directly drives revenue
• What the best first marketing hire looks like today
• How product discovery is shifting from Google to LLMs

Timestamps

• 00:00 — Introduction & Jason's background
• 01:32 — Lessons from Dynamic Signal: product-market fit and pipeline
• 03:36 — Moving beyond MQLs to revenue accountability
• 04:54 — Being an early adopter: from high school radio to AI workflows
• 07:37 — Why personalization at scale is breaking outbound
• 09:47 — How to evaluate early-stage MarTech for real value
• 13:08 — What Jason looks for before joining a new company
• 15:45 — How to uncover true customer pain as a marketer
• 18:13 — What's actually changing with AI — vs. what people think
• 21:13 — GTM mistakes Jason sees most often at startups
• 24:22 — Who to hire first: brand, demand gen, or ops?
• 27:08 — Volume outreach vs. hyper-personalization
• 33:08 — Where human judgment still wins
• 39:55 — Building a great CMO/CRO relationship
• 42:20 — The hardest part of being a CMO right now
• 47:00 — What Jason wishes he knew earlier in his career

Connect with Jason Seeba onesignal.com | LinkedIn | seeba.net

Connect with Scott & Yirla yirla.com | LinkedIn

Beyond the Dashboard is for B2B demand gen professionals who want real talk on paid media, pipeline, and go-to-market strategy. Hosted by Scott Schnaars, founder of Yirla — the AI platform that consolidates your paid campaigns, finds wasted budget, and tells you exactly where to move it.

Want to see your paid campaign data in one place? Visit yirla.com.