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Marketers of Technology
By The Front LinesBusiness
Marketers of Technology episodes
- B2B PR Masterclass w/ Liene Lapsevska, Head of Marketing & Communications at OroraTech
In this episode of The Marketing Front Lines, we speak with Liene Lapsevska, Head of Marketing & Communications at OroraTech. OroraTech is a German space tech company using satellite data for wildfire detection and earth observation. Liene brings a unique perspective from her journey through journalism, classical music events, public relations, and now B2B tech marketing. Based between Germany and Denver, she shares tactical insights on managing international expansion, navigating European vs. US media landscapes, and building authentic relationships in highly technical, niche markets.
Topics Discussed:
- Transitioning from journalism and classical music events into B2B tech marketing
- Distinguishing between PR and communications in practice
- Managing media relationships across different cultural contexts (German vs. UK vs. US markets)
- Building authentic founder-led storytelling in technical industries
- Leveraging AI tools for content creation and operational efficiency
- International expansion strategies for European companies entering US markets
- Working with niche, technical media in specialized industries like space tech
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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
29 min - The Clever Paid Ads Strategy GoTab Uses Win Against Well-Funded Incumbents
In this episode of The Marketing Front Lines, we speak with Patricia Mejia, CMO of GoTab. GoTab is a hospitality technology platform that goes beyond traditional point-of-sale systems, integrating mobile ordering, payment processing, kitchen operations, and third-party tools like event management and gaming into one cohesive platform. Operating in a competitive landscape dominated by well-funded players like Toast and Square, Patricia has built a lean, partner-driven marketing operation that leverages content creation from sales calls, strategic SEO investments, and an open API architecture to drive growth in specialized verticals like breweries.
Topics Discussed:
- Building effective content marketing using AI to transform sales call recordings into specialized articles
- Competing against well-funded competitors through niche market focus and long-tail SEO strategies
- Operating as a marketing team of one with a strategic network of specialized contractors
- Leveraging partner channels and open API architecture for demand generation
- Using AI for operational efficiency while maintaining skepticism about creative applications
- Transitioning marketing websites to SEO-friendly platforms like Webflow for organic growth
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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
22 min - How to Build 18-Month Attribution Models That Actually Work
In this episode of The Marketing Front Lines, we speak with Michael Passanante, Senior Vice President of Marketing and Communications at Capital Rx. Capital Rx operates as both a full-service pharmacy benefit manager (PBM) and a SaaS technology provider, serving self-insured employers and health plans in the complex healthcare ecosystem. Michael shares his approach to navigating the unique challenges of healthcare B2B marketing, where buying cycles stretch across years and the majority of prospects aren't actively in market at any given time.
Topics Discussed:
- Building attribution models for long-tail B2B sales cycles
- Creating content strategies that work across dual business models
- Leveraging podcasts as SME content creation engines
- Scaling marketing teams with non-traditional talent
- Adapting to AI-driven changes in healthcare marketing
- Managing marketing operations with security constraints
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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
22 min - Sarah Basiri Unpacks Her Winning Demand Gen Playbook
In this episode of The Marketing Front Lines, we speak with Sarah Basiri, Chief Revenue Officer at Biome Makers, a global agtech leader that sequences soil microbiome DNA to deliver agronomic insights. Sarah's journey from traditional publishing to cutting-edge B2B marketing provides a unique perspective on audience-first demand generation. At Biome Makers, she's mastered the art of breaking into global enterprise accounts through surgical precision targeting and creative campaign execution that eliminates traditional sales friction.
Topics Discussed:
- Executing hyper-targeted LinkedIn ABM campaigns using company logos for maximum attention
- Building closed-door webinar strategies that bypass traditional sales outreach
- Leveraging HubSpot's full ecosystem for complete buyer journey intelligence
- A/B testing methodology for discovering what truly resonates with enterprise buyers
- Managing global enterprise relationships where regional teams operate in silos
- Building sustainable email marketing strategies that treat contacts "like gold"
- Scaling lean marketing teams through automation and strategic tool selection
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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 - Building Trust When Your Product Holds Up Buildings
In this episode of The Marketing Front Lines, we speak with Sherry Chapman, VP of Marketing at Fortera, a climate tech company revolutionizing the concrete industry with low-CO2 cement. Fortera has developed a breakthrough technology that captures industrial CO2 emissions from cement production and mineralizes them back into cement, creating their "ReAct" green cement product. Chapman brings a unique perspective to B2B marketing, having transitioned from consumer electronics to climate tech, where she's discovered that restraint and transparency trump traditional marketing tactics in an industry where trust is literally life-or-death.
Topics Discussed:
- Transitioning from consumer electronics marketing to B2B climate tech
- Building trust and transparency in a risk-averse construction industry
- Operating with minimal marketing budget while generating significant organic demand
- The challenge of managing too much inbound demand with a small team
- Marketing to technical audiences who prefer specs over marketing speak
- Storytelling complex climate technology to diverse audiences
- The realities of marketing in the construction and cement 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
17 min - The Siebel vs Salesforce Truth Every B2B Marketer Should Know
In this episode of The Marketing Front Lines, we speak with Barbara Lewis, CMO of Coactive AI, a company helping enterprises unlock value from their image and video content using AI. Barbara brings a unique perspective as an eight-time startup marketing leader who has consistently chosen early-stage companies over established ones. With a background spanning from Siebel Systems during the dot-com crash to building marketing organizations from scratch, Barbara shares tactical insights on marketing in emerging categories, the realities of category creation, and how AI is reshaping both marketing practice and customer expectations.
Topics Discussed:
Building Marketing Organizations from Zero in Early-Stage Startups
- Transitioning from product management to marketing at Siebel Systems
- The strategic decision-making process for joining early vs. late-stage companies
- Scaling marketing teams and systems in high-growth environments
Category Creation vs. Market Education
- The myth of company-driven category creation and why markets create categories
- How to approach marketing when there's no established purchasing department
- Balancing customer imagination with technological reality in AI markets
Strategic Marketing Tactics for Emerging Technologies
- Private event strategy for complex B2B sales cycles
- Why traditional digital marketing approaches don't work for all audiences
- Educational content as a primary marketing vehicle
AI's Impact on Marketing Practice
- Using AI as a brainstorming and creative collaboration tool
- The limitations of AI-generated content and the importance of human judgment
- How generative AI is changing customer expectations and buying behavior
Lessons from the Salesforce vs. Siebel Competition
- The reality behind the legendary competitive positioning
- How Salesforce leveraged competitive drafting without direct competition
- Why understanding true competitive dynamics matters for strategy
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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 - How PeakMetrics Turns Product Data Into Marketing Gold
In this episode of The Marketing Front Lines, we s with Jessica Pratt, Director of Marketing and Communications at PeakMetrics. PeakMetrics is pioneering the narrative intelligence category, helping brands monitor and respond to emerging online conversations that can impact their reputation and bottom line. As the first marketing hire at this AI-driven startup, Jessica has built a relationship-first marketing strategy that breaks from traditional playbooks, focusing on authentic connections over mass outreach. Her approach leverages everything from lunch-and-learns to customer advisory boards, proving that even in an AI-saturated world, human connections drive the most meaningful business outcomes.
Topics Discussed:
- Building relationship-driven marketing strategies in emerging categories
- Leveraging founders and advisors as content creators and thought leaders
- Creating customer advisory boards for product development and marketing amplification
- Moving beyond traditional conference booth strategies to intimate networking
- Using product insights as PR and relationship-building tools
- Scaling content quality over quantity as a solo marketing team
- Adapting traditional PR tactics for modern media consumption patterns
//
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
32 min - Seeing is Believing: How STAX Builds Trust
In this episode of The Marketing Front Lines, we speak with Jaimi Klein, Head of Marketing at STAX Engineering. STAX is an emissions capture and control company that treats exhaust emissions from cargo vessels when they're docked at ports worldwide. Operating in an emerging market where air quality regulations are driving demand, STAX faces the unique challenge of building credibility in an industry scarred by previous companies that made promises but failed to deliver. Through a "seeing is believing" marketing philosophy, strategic content development, and founder-led thought leadership, STAX is establishing itself as the real deal in maritime emission control technology.
Topics Discussed:
- Overcoming industry skepticism in emerging cleantech markets
- Building credibility through proof-of-concept demonstrations and third-party validation
- Transitioning from paid advertising to organic content and PR strategies
- Developing educational content for highly technical B2B audiences
- Strategic founder positioning and thought leadership development
- Growing LinkedIn presence from zero to significant engagement in 12 months
- Working as a solo marketing team with agency and freelancer support
//
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
14 min - Long Game Marketing: Building Trust in High-Stakes B2B Sales
In this episode of The Marketing Front Lines, we speak with Diana Rabba, Head of Marketing at Exein, a cybersecurity company securing over 1 billion connected IoT devices globally. Diana shares her tactical approach to transforming cybersecurity marketing from the ground up, including how she achieved 300% organic traffic growth within her first few months through content strategy overhaul, building authority in a conservative industry, and navigating the long-game nature of B2B trust-building in highly regulated markets.
Topics Discussed:
- Rebuilding content strategy from promotional to value-driven authority platform
- Creating compelling branding in the traditionally conservative cybersecurity space
- Building marketing teams: balancing in-house expertise vs external agency partnerships
- Community building strategies for reaching CISOs and technical decision-makers
- Achieving rapid organic growth through content pruning and strategic SEO
- Positioning IoT cybersecurity in a heavily regulated, compliance-driven market
//
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 - How to Squeeze as Much Value as Possible out of Each Piece of Content
In this episode of Front Lines Marketing, we speak with Tara Bartley, Vice President of Marketing at REsurety, a provider of data, software and services to the clean energy economy. As the first dedicated marketing hire at the 65-person company, Tara built REsurety's entire marketing function from the ground up over nearly four years. Her journey from implementing basic marketing automation to developing sophisticated content multiplication strategies offers a masterclass in resource-efficient B2B marketing for fast-growing tech companies.
Topics Discussed:
- Building marketing infrastructure and tech stack from zero at a growing company
- Content multiplication philosophy: extracting maximum value from limited resources
- LinkedIn strategy evolution and the shift from company to executive posting
- Email marketing challenges and the move toward personalized communication
- Measuring PR effectiveness and building relationships with specialized agencies
- Team building philosophy focused on leveraging individual strengths rather than fixing weaknesses
Tactical Lessons For B2B Tech Marketers:
- Master Content Multiplication at Scale: Rather than constantly creating new content, systematically extract maximum value from each piece. Tara's philosophy involves taking one expert-created asset (like a white paper from a subject matter expert) and transforming it into five different formats: infographics, LinkedIn posts, one-page briefs, webinar content, and email campaigns. This approach is particularly critical for resource-constrained teams where pulling technical experts away from their core work is expensive.
- Prioritize LinkedIn Executive Content Over Company Pages: The data is clear - executive posts significantly outperform company page content on LinkedIn. People follow people, not brands. Tara's team saw measurable engagement differences when their CEO Lee Taylor posted versus the company account. The strategy involves at least three posts per week, team amplification through likes and shares, and strategic use of LinkedIn's promotion feature ($140 can generate 12,500+ impressions with strong ROI).
- Avoid Arbitrary Marketing KPIs That Drive Mediocre Content: One of the most damaging practices in B2B marketing is setting calendar-based content schedules (monthly newsletters, weekly blog posts) without considering value delivery. Tara deliberately avoids sending newsletters just to hit a KPI, instead focusing on meaningful content that prevents subscriber fatigue and maintains engagement quality. This approach requires defending marketing strategy against internal pressure for consistency metrics.
- Implement Strength-Based Team Building Using CliftonStrengths: Rather than trying to make team members well-rounded, identify their natural strengths and push them deeper into those areas. Tara uses CliftonStrengths assessments to understand her team's natural abilities - for example, her top strength of "winning others over" becomes a strategic advantage in client-facing marketing activities. Watch for tasks that consistently get pushed to the back burner as signals of misaligned responsibilities.
- Establish Marketing as Strategy, Not Concierge Service: The most critical mindset shift for marketing leaders is refusing to drop everything for every random suggestion. As Tara learned from Akamai CMO Kim Salem-Jackson: "Marketing is not a concierge service." Successful marketing requires staying focused on planned strategy while maintaining flexibility for genuine pivots based on customer needs, not internal whims or competitor reactions.
- Measure PR Through Multiple Value Streams: Public relations measurement goes beyond traditional media placements. Track earned media placements, blog post contributions, interview assistance, script development, and strategic guidance. Tara measures not just the three earned media placements her PR firm secured, but also their contributions to four blog posts and interview preparation support. This comprehensive measurement approach justifies PR investment and optimizes agency relationships.
//
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
28 min
About Marketers of Technology
From the publisher's feed
Conversations with the marketers building the narratives, brands, and categories that shape technology adoption.