Marketers of Technology

Marketers of Technology

By The Front LinesBusiness
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Marketers of Technology episodes

  • How to Win with Original Research Featuring SmartPM’s Alexandre Teplitxky

    In this episode of The Marketing Front Lines, we speak with Alexandre Teplitxky, Senior Vice President of Marketing at SmartPM Technologies. SmartPM operates in the construction technology space, serving an industry that employs millions and builds the physical world around us. Alexandre shares a comprehensive masterclass on executing high-impact original research reports, specifically detailing how SmartPM's State of Construction Scheduling Report became their most successful marketing asset. By combining proprietary data analysis of 70,000 schedule files with thousands of survey responses, SmartPM created a research piece that delivered 100x the results of shorter marketing assets while taking only 4x longer to produce.

    Topics Discussed

    • Creating original research reports using proprietary data and survey methodology
    • Combining quantitative data analysis with qualitative survey responses for compelling narratives
    • Leveraging AI tools (ChatGPT) to streamline survey design and question optimization
    • The team composition and cross-functional collaboration required for successful research projects
    • Distribution strategies that maximize reach and engagement for research reports
    • The gated versus ungated content debate and finding the right balance
    • Building virality into research reports through strategic stakeholder inclusion
    • Resource allocation: when to invest deeply versus execute quickly

      • Lessons For B2B Tech Marketers

      • Leverage Your Unique Data Position: SmartPM identified that they had access to 70,000 schedule files that nobody else could analyze. The key insight is recognizing when your company sits on proprietary data that can answer questions your market desperately wants answered. Don't just think about survey data - look at your product usage data, customer outcomes, or technical analyses that only you can perform.
      • ChatGPT Has Revolutionized Survey Design: What used to require hiring specialized survey consultants and going through rounds of expert review on Upwork can now be handled in-house with AI assistance. Alexandre specifically uses ChatGPT to refine question wording, identify bias, and improve survey structure. This democratizes access to quality research methodology for smaller marketing teams without sacrificing rigor.
      • Distribute With Orchestrated Intensity: Distribution isn't a press release and LinkedIn post - it's a multi-week orchestrated campaign. SmartPM's approach included: partnering with industry publications (Construction Dive), creating participation lists for internal company-wide social amplification, strategically embedding quotes from external authorities to give them skin in the game for sharing, running targeted LinkedIn ads, and planning content syndication. The asset is expensive regardless - distribution is where ROI happens.
      • The Math Favors Depth Over Breadth: A one-week asset versus a one-month asset might seem like a 4x time investment difference, but SmartPM found the research report delivered 100x the results. This fundamentally changes the calculus around resource allocation. Rather than producing multiple shallow assets, concentrate resources on fewer, deeper pieces that have legitimate authority and staying power.
      • Include Non-Marketers in Analysis: When reviewing survey results and data patterns, SmartPM intentionally brings in engineers, product managers, and other non-marketing perspectives. The reasoning: you're not marketing to marketers (unless you literally are), and different cognitive approaches will spot different patterns, angles, and narratives in the same data set. This prevents marketer groupthink from limiting your storytelling.
      • Design Must Stop The Scroll: No matter how rigorous your methodology or insightful your findings, if the visual presentation doesn't stop someone scrolling LinkedIn, your research won't get downloaded. SmartPM's designers focused specifically on creating assets that would visually stand out in social feeds - treating boring graphs and data tables as design challenges rather than accepting them as-is.
      • Build Virality Through Strategic Attribution: SmartPM requested quotes and testimonials from vendors, semi-competitors, and industry authorities, offering them featured placement in the report. This wasn't just for credibility - it gave these external parties legitimate reasons to share and promote the report to their own networks, exponentially expanding distribution beyond SmartPM's owned channels.
      • Accept the Gating Paradox: Alexandre candidly admits the tension: ungated content likely builds better long-term brand equity and inbound momentum, but gated content provides the tangible metrics (form fills, contact lists) that organizations measure marketing performance against. His compromise: gate strategically while maintaining substantial ungated content, and always provide ungated access to survey participants as an incentive for completion.

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        Sponsors:

        Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.

        www.FrontLines.io


        The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. 

        www.GlobalTalent.co

         

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        Don't Miss: New Podcast Series — How I Hire

        Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role.

        Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM 

        26 min
      • Storytelling for Technical Products w/ Debbie Soon

        In this episode of The Marketing Front Lines, we speak with Debbie Soon, Head of Marketing at Privy. Privy provides embedded wallet infrastructure that powers crypto applications across DeFi, consumer trading, and enterprise use cases. Following their acquisition by Stripe, Privy operates as an autonomous brand within Stripe's ecosystem, serving developers building crypto applications and enterprises requiring compliant wallet infrastructure. As the sole marketing team member managing a multi-layered technical audience, Debbie shares tactical frameworks for scaling marketing operations in infrastructure companies.

        Topics Discussed

        • Operating as a solo marketing function in technical infrastructure companies
        • Managing marketing strategy continuity through M&A integration
        • Building storytelling frameworks for developer-focused products
        • Segmenting messaging across technical and business decision-maker audiences
        • Establishing cross-functional product launch processes
        • Leveraging acquisition resources while maintaining brand autonomy

          • Lessons For B2B Tech Marketers

          • Build Brand Foundation as Cross-Team Multiplier, Not Marketing Deliverable: Debbie positioned brand foundation work as operational infrastructure rather than traditional marketing output. At Privy, she established brand positioning, voice, and values as shared frameworks that enable engineers writing documentation, sales teams in customer calls, and product teams at conferences to maintain consistent messaging. Her insight: "The best marketing that we have is actually every single person on the team" - treating brand guidelines as scaling mechanisms for distributed customer touchpoints.
          • Structure Technical Storytelling Around Customer Journey Architecture: Rather than product-feature storytelling, Debbie constructs narratives around customer problem-solution journeys. For case studies, she documents why customer companies exist before demonstrating Privy's integration, creating context that resonates with similar prospects facing comparable challenges. This approach transforms technical documentation into business context, making infrastructure solutions accessible to non-technical stakeholders while maintaining developer credibility.
          • Design Multi-Audience Messaging Through Layered Positioning Strategy: Privy serves three distinct segments: developers (integration users), enterprises (procurement decision-makers), and end users (often unaware Privy exists). Debbie maintains core positioning consistency while adapting emphasis: developers need technical confidence and implementation clarity, enterprises require reputation risk mitigation, end users benefit from invisible functionality. Her framework enables white-label implementations where Privy remains hidden while ensuring developer and enterprise messaging drives adoption.
          • Implement "Intuition Guided by Data" Decision Framework: Debbie operates on creative intuition validated through performance metrics rather than pure data-driven approaches. This methodology enables experimentation with larger creative bets (enabled by Stripe resources) while maintaining accountability. Her approach balances creative risk-taking with measurable outcomes, particularly valuable for infrastructure companies where traditional marketing metrics may not capture long-term developer adoption patterns.
          • Establish Pre-Launch Success Definition Alignment Process: Debbie structures product launches around upfront stakeholder alignment on business objectives, success metrics definition, and audience-specific messaging coherence. This prevents post-launch evaluation confusion and ensures engineering sprint deadlines align with marketing timeline requirements. Her process includes mapping different audience segment priorities to feature emphasis, enabling coordinated go-to-market execution across technical and business audiences.
          • Maintain Strategic Autonomy During Resource Integration: Post-Stripe acquisition, Debbie preserved core marketing strategy while leveraging specialized resources (SEO teams) and expanded budgets for experimental activations. She retained ownership of content, product marketing, and event strategy while outsourcing technical specializations. This approach enabled scaling without losing brand voice consistency or customer obsession focus that differentiated Privy pre-acquisition.

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            Sponsors:

            Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.

            www.FrontLines.io


            The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. 

            www.GlobalTalent.co

             

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            Don't Miss: New Podcast Series — How I Hire

            Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role.

            Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM 

            22 min
          • Product Marketing Masterclass w/ Nupur Bhade Vilas, Head of Product Marketing at Kustomer

            In this episode of The Marketing Front Lines, we speak with Nupur Bhade Vilas, Head of Product Marketing at Kustomer. Nupur has architected product marketing functions across venture-backed companies including InMobi, SmartRecruiters, Twilio (scaled from 1,000 to 7,000 employees), and Segment post-acquisition. At Kustomer, she's executed a complete rebrand, transitioned from per-seat to outcome-based pricing for AI products, and served as interim marketing leader during organizational restructuring. Her experience includes developing go-to-market frameworks for Asia-Pacific expansion, managing the Twilio-Segment integration, and building cross-functional alignment systems that connect product roadmaps to revenue outcomes.

            Topics Discussed:

            • Architecting product marketing team structures that scale from 120 to 7,000+ employees
            • Designing practical interview frameworks that test PMM competency beyond conversational skills
            • Building systematic alignment between product roadmaps, sales execution, and customer success outcomes
            • Extracting actionable insights from failed launches through structured customer research methodologies
            • Implementing outcome-based pricing models that align AI product value with customer willingness to pay
            • Operationalizing AI across PMM workflows using custom GPTs and LLM integration strategies
            • Establishing team culture systems focused on clarity, recognition, and cross-functional connection
            • Managing product marketing as organizational connective tissue during high-growth phases

              • GTM Lessons for Product Marketing Leaders:

              • Implement Scenario-Based PMM Assessment Beyond Standard Interviews: Replace traditional PMM hiring with real-world case studies. Present candidates with: specific product details, defined target segments, competitive landscape, and ask them to build a complete launch strategy. Evaluate their ability to synthesize positioning and messaging, go-to-market execution, sales enablement, and customer insights into a cohesive framework. The differentiation lies in testing whether they can create the "closed loop" between insights sharpening positioning, positioning driving go-to-market, go-to-market fueling enablement, and enablement surfacing new insights.
              • Deploy Hybrid Ownership Models That Balance Accountability with Functional Excellence: Avoid pure product-based ownership (creates silos between product areas) and pure functional specialization (eliminates clear accountability). Instead, structure each PMM role across four dimensions: product area ownership for end-to-end accountability, release management function (roadmap updates, quarterly webinars), strategic program ownership (customer advocacy, win-loss analysis, voice of customer), and vertical specialization for industry-specific messaging. This creates multiple growth pathways while maintaining clear ownership lines.
              • Build Gateway Frameworks That Connect Product Development to Market Readiness: Implement structured launch criteria that force cross-functional alignment before any product release. Key gateway questions: Is the target market validated through customer interviews? Have use cases been tested with early adopters? Is there quantifiable ROI evidence from pilot customers? Can sales articulate differentiated value propositions? This framework shifts organizations from "ship and hope" to market-driven launch timing based on customer traction metrics.
              • Transform Sales Discovery from Question Lists to Strategic Qualification Systems: Replace generic discovery approaches with structured frameworks embedded directly in first-call presentations. Map qualification questions to specific value propositions, create systematic approaches that surface customer pain points, and build guides that help sales teams position your solution strategically rather than reactively. At Segment, this transformation moved PMM perception from "deck beautification team" to "strategic growth partner" by giving sales teams confidence in customer conversations.
              • Scale PMM Operations Through Systematic AI Implementation: Deploy AI across three evolutionary phases. Experimentation: leverage existing platform AI capabilities (Gong analysis, Goldcast webinar optimization, Figma design assistance). Growth: build custom GPTs for specific functions - win-loss analysis trained on your complete database, competitive intelligence systems that surface relevant case studies, customer insight repositories that answer sales team questions without PMM interruption. Scale: integrate multiple GPTs with agent functionality to automate routine requests while preserving strategic PMM focus.
              • Engineer Outcome-Based Pricing Through Systematic Market Research: Transform pricing from cost-plus models to value-capture systems by solving three strategic tensions. Customer value vs. business margins: survey 200+ decision-makers to map willingness-to-pay curves, model AI infrastructure costs to the penny, design clear upsell pathways. Competitive dynamics vs. differentiation: benchmark against direct competitors but also study disruptive pricing models from companies like Snowflake and Twilio. Flexibility vs. simplicity: build internal pricing tools with maximum five inputs that guide sales teams to appropriate package recommendations without confusion.
              • Establish Product Marketing as Organizational Air Traffic Control: PMM's strategic role is ensuring alignment across product (builds the solution), sales (delivers it to market), and customer success (maintains ongoing value). This requires weekly check-ins with functional leaders, proactive communication systems that surface misalignment before it reaches executive visibility, and treating product marketing as the connective tissue that translates product capabilities into market narratives, sales tools, and customer success frameworks.
              • Architect Team Culture Through Daily Operational Systems: Culture emerges from consistent operational practices, not off-site declarations. Implement three systematic approaches: Clarity through well-defined role ownership and transparent change communication that creates psychological safety. Recognition through regular executive update requirements that give team members leadership visibility while building executive communication skills. Connection through structured team rituals (meaningful icebreakers, peer recognition systems, cross-functional collaboration opportunities) that build trust and belonging through shared experiences.

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                 Sponsors:

                Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.

                www.FrontLines.io


                The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. 

                www.GlobalTalent.co

                 

                //

                 

                Don't Miss: New Podcast Series — How I Hire

                Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role.

                Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM “

                 

                33 min
              • Building Marketing for a Category That Doesn't Exist Yet

                In this episode of The Marketing Front Lines, we speak with Oz Rodriguez, Head of Product and Marketing at Akselos. Akselos is creating the "structural performance management" category in the oil and gas industry, using physics-based AI and real-time data to create digital twins of critical equipment. Their technology helps operators predict equipment failures, optimize performance, and extend asset life - enabling companies to fund the energy transition by maximizing value from existing infrastructure. Rodriguez shares how he's building marketing programs around category creation, navigating algorithm changes on major platforms, and leveraging industry-specific publications and influencers to reach decision makers in a traditionally conservative industry.

                Topics Discussed

                • Building marketing programs for category creation in deep tech
                • Navigating LinkedIn algorithm changes and platform dependency risks
                • Leveraging industry-specific publications and B2B influencers
                • The role of AI in marketing: integration vs replacement
                • Marketing to buying committees in high-value B2B sales
                • Translating complex technical concepts into accessible messaging
                • First 30-day playbook for new marketing leadership roles

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                  Sponsors:

                  Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.

                  www.FrontLines.io


                  The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. 

                  www.GlobalTalent.co

                   

                  //

                   

                  Don't Miss: New Podcast Series — How I Hire

                  Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role.

                  Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM 

                  26 min
                • Do Webinars Still Work in Cybersecurity?

                  In this episode of The Marketing Front Lines, we speak with Megan Howard, VP of Marketing at Vali Cyber. Vali Cyber has carved out a unique position in the cybersecurity market by becoming the first runtime hypervisor security platform. After initially focusing on Linux server protection, the company made a strategic pivot based on direct customer feedback and input from their CISO advisory board. The shift to hypervisor protection addressed a critical security gap that was keeping infrastructure leaders awake at night, transforming Vali Cyber from a "nice to have" Linux security solution into a "must-have" infrastructure protection platform that's becoming a boardroom-level concern.

                  Topics Discussed:

                  • Strategic pivoting based on customer feedback and advisory board insights
                  • Expanding target audience from cybersecurity to infrastructure and operations teams
                  • Building effective webinar partnerships that drive hundreds of registrations
                  • Adapting marketing strategies for AI-driven search and ChatGPT optimization
                  • Transitioning marketing channels from Google Ads to video platforms
                  • Maintaining marketing integrity and honesty in a "snake oil" industry

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                    Sponsors:

                    Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.

                    www.FrontLines.io


                    The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. 

                    www.GlobalTalent.co

                     

                    //

                     

                    Don't Miss: New Podcast Series — How I Hire

                    Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role.

                    Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM 

                    19 min
                  • How to Use Original Research to Power Your Content Strategy

                    In this episode of The Marketing Front Lines, we speak with Gerry Abbey, Head of Marketing at Copia Automation. Copia provides an industrial DevOps platform that helps manufacturing and distribution companies protect against ransomware attacks through operational technology cyber resilience. In industries where downtime costs millions of dollars per hour, Copia's backup solutions enable rapid recovery from cyber threats. Gerry shares his evolution from teacher to global data collector to marketer, and reveals how he's built a content-driven marketing engine centered on original research that positions Copia as a thought leader in the emerging industrial DevOps space.

                    Topics Discussed:

                    • Building a story-driven marketing philosophy backed by data
                    • Creating and executing comprehensive original research programs
                    • Developing multi-channel activation playbooks for maximum report impact
                    • Leveraging third-party research firms for unbiased industry insights
                    • Positioning in emerging categories through thought leadership
                    • Building external stakeholder networks for content validation
                    • Managing research programs at different budget levels

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                      Sponsors:

                      Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.

                      www.FrontLines.io


                      The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. 

                      www.GlobalTalent.co

                       

                      //

                       

                      Don't Miss: New Podcast Series — How I Hire

                      Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role.

                      Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM 

                      21 min
                    • Why LinkedIn Thought Leader Ads Beat Traditional B2B Creative

                      In this episode of The Marketing Front Lines, we speak with Halle Kaplan-Allen, Head of Marketing at Sydecar. Sydecar is a fintech and legal tech platform that handles the "back office" functions of VC investing - everything from legal documents to regulatory filings that VCs don't want to deal with. Starting as content creators in the VC operations space during the 2020-2021 investing boom, Sydecar built their marketing engine around deeply understanding their niche customer segment and creating genuinely valuable educational content. Their approach demonstrates how B2B companies can build trust and stay top-of-mind in transactional markets where customers aren't always ready to buy.

                      Topics Discussed:

                      • Building content authority in a gatekept industry (VC operations)
                      • Evolving from content-first to multi-channel marketing strategy
                      • Managing transactional business models through brand building
                      • Scaling thought leadership advertising on LinkedIn
                      • Building marketing teams through experimentation-first hiring
                      • Leveraging AI search channels for lead generation
                      • The return to personalized, less scalable marketing tactics

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                        Sponsors:

                        Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.

                        www.FrontLines.io


                        The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. 

                        www.GlobalTalent.co

                         

                        //

                         

                        Don't Miss: New Podcast Series — How I Hire

                        Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role.

                        Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM 

                        24 min
                      • Welcome to the era of B2H w/ Matt Lyman

                        In this episode of The Marketing Front Lines, we speak with Matt Lyman, VP of Marketing at Flosum. Matt brings a unique perspective to B2B marketing, having evolved from bankruptcy collections to theater background into marketing leadership. His philosophy centers on "business-to-human" (B2H) marketing—recognizing that even in B2B environments, you're always selling to people, not companies. Through his experience across multiple industries, from financial services to DevOps, Matt has developed a flexible, person-centric approach that emphasizes emotional connection and authentic engagement over traditional enterprise messaging.

                        Topics Discussed:

                        • Building a person-centric B2B marketing philosophy
                        • Breaking through conservative industry mindsets with creative campaigns
                        • Balancing multiple buyer personas and decision-making units
                        • Testing emotional and humorous content in B2B environments
                        • Learning from deal losses to improve messaging and positioning
                        • Managing marketing priorities across different product lines
                        • Drawing inspiration from B2C emotional marketing tactics

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                          //

                           

                          Sponsors:

                          Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.

                          www.FrontLines.io


                          The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. 

                          www.GlobalTalent.co

                           

                          //

                           

                          Don't Miss: New Podcast Series — How I Hire

                          Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role.

                          Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM 

                          33 min
                        • Why 99% of Cybersecurity Marketers Are Doing Demand Gen Wrong

                          In this episode of The Marketing Front Lines, we speak with Anthony (Tony) Lombardo, VP of Marketing at ThreatModeler Software. Tony brings a unique engineering-to-marketing background to cybersecurity demand generation, where he's discovered that most companies are confusing demand capture with true demand generation. In a noisy cybersecurity market where every vendor sounds identical, Tony has developed a systematic approach to standing out through customer research, market studies, and thought leadership that actually educates rather than just amplifies. His framework challenges conventional wisdom about paid search, content syndication, and the timeline for measuring true demand generation success.

                          Topics Discussed:

                          • The critical difference between demand generation and demand capture
                          • Why cybersecurity marketing has become an echo chamber and how to break through
                          • Building thought leadership content that buyers actually want to consume
                          • Using market research and customer interviews to identify content opportunities
                          • The real ROI timeline for content syndication (12+ months)
                          • When paid search actually works in B2B cybersecurity sales
                          • Framework for the first 90 days at a new marketing role

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                            //

                             

                            Sponsors:

                            Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.

                            www.FrontLines.io


                            The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. 

                            www.GlobalTalent.co

                             

                            //

                             

                            Don't Miss: New Podcast Series — How I Hire

                            Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role.

                            Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM 

                            25 min
                          • Building Marketing Guidelines That Actually Stick Across Teams

                            In this episode of The Marketing Front Lines, we speak with Ben Levine, Senior Director of Product Management and Marketing at Axiado Corporation. Axiado delivers AI-driven hardware anchored platform security and system management for enterprise data centers and cloud infrastructure. Ben brings a unique perspective to B2B tech marketing, having transitioned from academia to engineering to product management before landing in marketing. His technical background shapes his approach to building trust with highly technical buyers while executing sophisticated messaging pivots and go-to-market strategies.

                            Topics Discussed:

                            • Executing company-wide messaging pivots from product features to platform benefits
                            • Building comprehensive messaging guidelines and rollout frameworks
                            • Balancing technical accuracy with compelling value propositions
                            • Structuring small, high-impact marketing teams for B2B tech companies
                            • Creating depth-over-volume content strategies for technical audiences
                            • Managing indirect sales channels and creating pull-through demand

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                              //

                               

                              Sponsors:

                              Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.

                              www.FrontLines.io


                              The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. 

                              www.GlobalTalent.co

                               

                              //

                               

                              Don't Miss: New Podcast Series — How I Hire

                              Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role.

                              Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM 

                              19 min

                            About Marketers of Technology

                            From the publisher's feed

                            Conversations with the marketers building the narratives, brands, and categories that shape technology adoption.