Marketing in Progress

Not long ago, companies resisted adopting analytics. Now it’s table stakes. AI is next, but we’re still in the messy middle. So how do you market when your audience isn’t fully ready yet?

Heidi Malden, Head of Americas Marketing at Pigment, gets real about what it takes to market an AI-driven company when your buyers are at very different stages of adoption. Heidi shares how she's building pipeline, stretching budgets, and keeping up with a market that changes every single month. 

In this episode, you'll learn:

• How to position AI without overwhelming or alienating your audience
• The shift from SEO to AI-driven discovery (GEO)
• Where to spend your time and budget as AI changes everything

Highlights:
(00:00) Meet Heidi Malden
(04:52) Tailor your messaging for each persona
(07:21) Adopt AI or get left behind
(11:20) Brand awareness comes from GEO, not SEO
(16:17) Keep a lean but efficient tech stack
(21:06) Why relationships still close deals

Resources:
Heidi's LinkedIn: https://www.linkedin.com/in/heidimalden
Pigment website: https://www.pigment.com
Letter AI website: https://www.letter.ai
Gayle's LinkedIn: https://www.linkedin.com/in/gaylekalvert/

Most B2B marketing teams are sitting on untapped data. The ones winning deals are actually using it.

Tal Peretz, Co-Founder & CEO of Onfire AI, shares why generic AI outreach is failing marketers and what a smarter, data-first GTM strategy looks like. Tal breaks down the myths around AI adoption and how contextual intelligence is becoming the real differentiator in B2B.

In this episode, you'll learn:

• Why technical buyers' public communities are your most underused data source
• How to turn buying signals into context that earns a response
• How to train your AI outreach the way you'd train a new hire

Highlights:
(00:00) Meet Tal Peretz
(02:40) Why AI made outreach harder, not easier
(04:12) Mistakes in targeting technical buyers
(10:31) Scaling AI outreach without losing data trust
(14:19) The three levels of AI maturity
(17:19) What Tal looks for when hiring in the AI era

Resources:
Tal’s LinkedIn: https://www.linkedin.com/in/tal-peretz
Onfire AI website: https://onfire.ai
Gayle’s LinkedIn: https://www.linkedin.com/in/gaylekalvert/

Marketing is always evolving, and staying ahead means embracing change.

Cari Jaquet, CMO of P0 Security, shares her insights on how marketers can stop playing catch-up by constantly experimenting, adopting new technologies, and making data-driven decisions. She discusses how to pivot quickly and adapt your strategies to the market’s ever-changing demands.

In this episode, you’ll learn:

• Why continuous experimentation isn't optional anymore
• How to embrace AI without letting it make you lazy
• How to ensure marketing is tightly aligned with sales

Highlights:

(00:00) Meet Cari Jaquet 

(01:43) The evolving role of a CMO today 

(02:48) How to embrace AI without fear 

(08:49) Why your content strategy must account for AI-aided search 

(13:19) Marketing as a revenue and pipeline driver 

(15:02) When to break up with a campaign 

(17:05) The case for failing fast and failing often

Resources:

Cari’s LinkedIn: https://www.linkedin.com/in/cari-jaquet

Gayle’s LinkedIn: https://www.linkedin.com/in/gaylekalvert/

Successful marketing happens when you stop doing random things and start being intentional about what you do and when you do it.

Jenn Parrino and Candice Wright have learned that more campaigns, more channels, and more personalization don’t lead to more closed deals. As marketing leaders at Glia, they’ve refined their approach to focus on the activities that truly drive results. Jenn and Candice share how to prioritize the right initiatives, align marketing efforts with sales, and build a pipeline that delivers measurable revenue.

In this episode, you’ll learn:

• How to leverage your marketing efforts to nurture leads through the buying journey
• The value of a clear and defined ideal customer profile (ICP) 
• The role of sales feedback in refining marketing strategies 

Highlights:

(00:00) Meet Jenn Parrino and Candice Wright

(02:17) Why less is more in marketing

(06:30) Targeting your ICP 

(08:10) Stop over-personalization

(11:00) How to work with your sales team

(18:43) Marketing metrics that matter

Resources:

Jenn’s LinkedIn: https://www.linkedin.com/in/jennparrino/

Candice’s LinkedIn: https://www.linkedin.com/in/candice-m-wright/

Gayle’s LinkedIn: https://www.linkedin.com/in/gaylekalvert/

Founders, CEOs, and marketers often wrestle with this question: Should the brand have a face?

David Newman says yes, absolutely.

As a renowned keynote speaker, author of Market Eminence, and host of the Selling Show podcast, David has years of experience helping CEOs and founders establish and build their brands. He shares the three essential pillars of Market Eminence and explains how visibility, resonance, and brand preference can help you stand out in a sea of AI-generated content.

Tune in and learn how to amplify your market presence without relying on gimmicks or buzzwords.

In this episode, you’ll learn:

• How to break through the noise of AI-generated content
• Why CEOs and founders need to be visible 
• What market eminence really means and how to achieve it

Highlights:

(00:00) Meet David Newman
(02:24) What is market eminence?
(06:38) The valuation myth
(13:42) This is the kind of content people engage with
(17:48) Video is your secret weapon
(22:21) Why hate mail is a good sign
(33:29) Action eliminates fear

Resources:
David Newman’s website: https://start.doitmarketing.com/market-eminence/
Get Market Eminence on Amazon: https://a.co/d/0j5cxs9d
Gayle’s LinkedIn: https://www.linkedin.com/in/gaylekalvert/

Product marketers sit at the center of the chaos, where product, sales, and strategy collide.

In this episode, Gayle Kalvert and Kristin Allaben talk with David Bruce, a veteran product marketer who’s worked inside massive organizations like IBM and Broadcom Mainframe Software. David talks about the skills that make a product marketer effective. He shares insights on collaborating with other teams in your organization, why you need more than just marketing skills to further your career, and why focusing on the customer leads to success across the company.

In this episode, you’ll learn:

• What you need to be a successful product marketer
• How working directly with customers sharpens your marketing skills
• What marketing looks like in large organizations

Highlights:

(00:00) Meet David Bruce

(01:48) Marketing in small orgs vs large orgs

(06:13) How to keep teams aligned on strategy

(09:10) A brief history of marketing

(11:26) Becoming a product expert and a better marketer

(15:46) Why product marketing is one of the coolest jobs

Resources:

David’s LinkedIn: https://www.linkedin.com/in/davidwbruce/ 

Kristin’s LinkedIn: https://www.linkedin.com/in/kristinallaben/

Gayle’s LinkedIn: https://www.linkedin.com/in/gaylekalvert/

Gayle’s website: www.gaylekalvert.com

Is your brand’s story working for you or against you?

Kate Hamilton has spent over 20 years helping Fortune 100s and mission-driven startups clarify their messaging and align their teams. As a strategic marketing advisor, she’s seen firsthand how an unclear brand narrative can hold businesses back and create misalignment.

In this episode, Kate gets real about the branding mistakes that are slowing businesses down and how to pressure-test your messaging for clarity. She also discusses the crucial role of company culture in ensuring everyone within the organization feels connected to the brand’s message.

In this episode, you’ll learn:

• How to create a brand narrative that appeals to customers and employees
• The best methods for testing and refining your brand messaging
• How to shift from reactive marketing tactics to a more intentional strategy

Highlights:
(00:00) Meet Kate Hamilton
(03:30) Coming together around a shared story
(06:36) Where clarity breaks down
(08:51) How to pressure-test your brand messaging
(12:35) The first steps in redefining a company’s narrative
(21:06) What is a marketing audit?
(24:02) Alignment around user-generated content
(30:31) From reactive to intentional marketing

Resources:

Gayle’s LinkedIn: https://www.linkedin.com/in/gaylekalvert/

Creo Collective’s LinkedIn: https://www.linkedin.com/company/creo-collective/

Creo Collective’s website: https://www.creocollective.io/

Gayle’s website: www.gaylekalvert.com/

Kate’s LinkedIn: http://www.linkedin.com/in/katemhamilton/

Kate’s website: https://katemhamilton.com/

Kate’s email: [email protected] 

It’s easy to be overwhelmed as you juggle career, family, and your overall health. But Ashley Mitchell asks: “What if it all works out?”

Ashley runs Guided Reflections Therapy Practice and is the author of the self-help book What If It All Works Out?. She’s a mental health professional with over 10 years of experience. Having worked with clients who battled anxiety, and navigating anxiety herself, she’s learned that taking care of basic needs, such as sleep and nutrition, goes a long way.

In this episode, Ashley encourages everyone to give ourselves grace when faced with challenges, communicate openly about what we need to manage anxiety, and form genuine connections in a busy world.

In this episode, you’ll learn:

• Understanding nervousness vs. stress vs. anxiety
• How to manage your own anxiety when life feels overwhelming
• How to help children manage their mental health

Highlights:

(00:00) Meet Ashley Mitchell

(05:43) The difference between nervousness, stress, and anxiety

(13:01) Giving yourself grace

(17:13) Navigating anxiety in different relationships

(20:38) Tips for improving the quality of sleep

(25:08) Making small shifts for healthier habits

(28:35) The importance of having quiet moments

(32:10) Why kids and adults need to put down their phones

Resources:

Ashley’s LinkedIn: https://www.linkedin.com/in/ashley-mitchell-lpc-bcn-ncc-88049161/

Guided Reflections Therapy Practice: https://www.guidedtherapyva.com/

Get Ashley’s book on Amazon: https://www.amazon.com/What-All-Works-Out-Transforming/dp/B0FVWF9X1H

Gayle’s LinkedIn: https://www.linkedin.com/in/gaylekalvert/ 

When sales and marketing work towards the same goals, they bring success to the organization. But often, stereotypes and impostor syndrome get in the way of real alignment.

In this episode, Kristin Allaben takes over as host for a chat with Gayle Kalvert, Founder and CEO at Creo Collective, about sales and marketing alignment. Gayle covers the barriers that keep sales and marketing teams from working together, the questions marketers need to ask sellers, and the real secret to building strong cross-functional relationships.

In this episode, you’ll learn:

• How to deal with sales and marketing stereotypes
• Why marketers should attend QBRs, even when they’re not invited
• How marketers can overcome impostor syndrome

Highlights:

(00:00) Meet Gayle Kalvert

(03:18) What keeps marketers and sellers from working together

(06:38) How marketing teams can impact sales outcomes

(11:42) Creating sales-marketing alignment

(13:53) Overcoming impostor syndrome at work

(16:11) Sales and marketing stereotypes and how to deal with them

(21:10) Building relationships beyond the office

Resources:

Gayle’s LinkedIn: https://www.linkedin.com/in/gaylekalvert/

Kristin’s LinkedIn: https://www.linkedin.com/in/kristinallaben/ 

Creo Collective’s LinkedIn: https://www.linkedin.com/company/creo-collective/

Creo Collective’s website: https://www.creocollective.io/

Marketing in Progress’ LinkedIn: https://www.linkedin.com/company/marketinginprogress/

Gayle’s website: www.gaylekalvert.com

Kate Volman isn’t trying to overhaul your life. But she will challenge the way you think about joy.

In this episode, Kate talks about something high achievers tend to ignore: doing things just for the hell of it. Not because it makes you money. Not because it’ll get you promoted. But because you used to love it, before life got in the way.

Kate is the CEO of Floyd Consulting and the author of Do What You Love. Outside of her day job, she’s a poet and a podcast host. She’s intentionally built a life that makes room for creativity and joy without sacrificing professional success.

In this episode, you’ll learn:

• Why creativity matters, even if it’s just for fun
• How doing less can lead to more fulfillment
• Practical ways to bring joy into your daily life

Highlights:

(00:00) Meet Kate Volman

(02:25) Why high achievers struggle to feel fulfilled

(05:24) Incorporating joy into daily life

(10:46) Trust the creative process

(13:35) Embracing imperfection and fun

(19:02) How to stop saying yes to everything 

(22:07) Creating a personal strategic plan for your dreams

(28:13) Clarity and accountability through coaching

Resources:

Kate’s LinkedIn: https://www.linkedin.com/in/katevolman/ 

Kate’s website: https://katevolman.com/ 

The Dream Manager program: https://www.thedreammanager.com/ 

Gayle’s LinkedIn: https://www.linkedin.com/in/gaylekalvert/