Marketing in the Raw with Adam Helweh

Marketing in the Raw with Adam Helweh

By Adam HelwehBusinessMarketingCareersManagement
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Marketing in the Raw with Adam Helweh episodes

  • AI vs SEO: What B2B Marketers Still Don’t Understand

    Is SEO Dead… or Just Growing Up?

    Everyone’s asking if SEO still matters in the age of AI, but that question misses the bigger shift.

    In this episode of Marketing in the Raw, Adam sits down with Ryan Brock to go beyond the “SEO vs AI” debate and unpack how search, content, and buyer behavior have been evolving for years and why most marketers are still thinking about it wrong.

    We explore Ryan’s journey from storyteller to agency owner during SEO’s wild west, and what he learned watching the industry move from hacks to something far more sophisticated.

    Because the real question isn’t about traffic, it’s this:If AI is reshaping discovery and tech is no longer a moat… what actually makes a brand win today?

    This conversation breaks down why trust, structure, and real market understanding are now the competitive edge and why content is no longer just marketing… It’s part of the product itself.

    This episode is for you if:
    • You’re wondering whether SEO is still worth investing in
    • You feel like AI is changing the rules, but no one can clearly explain how
    • You’ve relied on tactics in the past and are starting to question what actually works long-term
    • You want to understand how to show up in both search and AI-driven discovery
    • You’re trying to build a marketing strategy that won’t break every time the algorithm changes

    00:45 Bald Guy Banter02:35 From Art To Marketing04:49 First Paid Writing Gigs07:17 Learning Marketing Fast11:37 SEO Arms Race Era13:52 Panda Update Fallout15:39 Modern SEO Context Shift16:51 DemandJump And Pillars21:57 Book Relevance And GEO24:24 Links Matter Less25:07 Pillar Content Wins AI28:28 SEO Still Worth It29:02 Agentic AI Wave30:26 New Moats Trust33:21 Market Research Content36:45 Website Role Shifts38:46 COVID Testing Case Study45:23 Agency Buying Changes51:51 Where To Find Ryan52:50 Final Wrap Up53:14 Welcome to Marketing in the RawConnect with Ryan Brock

    Website: https://pillar-and-co.com

    LinkedIn: https://www.linkedin.com/in/ryan-m-brock/

    Connect with Adam:

    Twitter: /adamhelweh

    LinkedIn: /adamhelweh

    Instagram: /adamhelweh

    YouTube: /adamhelweh

    Learn more about my digital marketing agency, Secret Sushi:

    https://secretsushi.com/

    55 min
  • How to Build Real Connections in an AI-Driven World
    Why Most Brands Get Storytelling Wrong (And How to Actually Break Through)

    Most organizations think they have a messaging problem.They don’t. They have a story problem and, more importantly, a failure to truly understand the people they’re trying to reach.

    In this episode of Marketing in the Raw, Adam sits down with Don Martelli, founder of PR Bunker, to unpack what it really takes to cut through the noise in today’s nonstop, AI-driven, always-on content environment.

    They get into why most brands default to “push” marketing instead of real connection… how the best stories are uncovered (not created)… and why emotional, human narratives still outperform data every time.

    But the conversation goes deeper than storytelling.They also explore how AI is changing the way content gets created, managed, and scaled—and why the real advantage isn’t the tools themselves, but how you think, structure, and refine what they produce.

    Because in a world flooded with content, the brands that win aren’t louder…They’re more human.

    This episode is for you if:You feel like your messaging isn’t landing the way it shouldYou’re producing content, but not seeing real engagement or impactYou want to understand how storytelling actually drives revenue, not just awarenessYou’re trying to balance AI efficiency with authentic, human communicationYou want to build stronger relationships that go beyond transactional networking

    00:46 Meet Don Martelli01:09 Accidental Marketing Path02:22 Building PR Bunker05:51 Stories That Convert07:07 Three Ps Framework08:20 Lisa Story Case Study09:44 Push Versus Dialogue12:14 Media Blind Spots16:16 Loving And Hating Volume19:12 From Fax To LLMs20:21 AI Workflow And Training25:37 Agents Monitoring Systems28:01 AI As Personal Coach30:56 Speeding Up Workflow31:38 Evernote Daily Journal System33:35 AI Insights From Notes34:20 Building Real Relationships36:20 Consistency And Network Equity39:09 Tools For Staying Connected42:19 Why Alignable Works45:10 Alignable Referral Playbook52:11 Platform Origins And Purple53:22 Where To Find Him53:56 Fun Closing Questions55:51 Final GoodbyeConnect with Don MartelliWebsite: https://prbunker.comLinkedIn: https://www.linkedin.com/in/donmartelli/

    Connect with Adam:Twitter: /adamhelwehLinkedIn: /adamhelwehInstagram: /adamhelwehYouTube: /adamhelweh

    Learn more about my digital marketing agency, Secret Sushi:https://secretsushi.com/
    57 min
  • Between Data and Insight: Harnessing Six Sigma in Marketing
    Is Your Revenue Problem Actually a Timing Problem?

    Most marketing teams assume revenue slowdowns come from bad messaging, weak demand, or sales execution issues.

    But what if the real problem is hiding somewhere else, buried in your data, your timing, or your assumptions about the buyer journey?

    In this episode of Marketing in the Raw, Adam Helweh sits down with Tracy Wehringer, Fractional CMO and founder of Moonshot Strategy, for a conversation that challenges how most B2B leaders diagnose growth problems.

    Tracy has led marketing inside cybersecurity firms, billion-dollar financial organizations, and high-growth tech startups. She’s also Six Sigma–trained which means she doesn’t guess where problems live. She finds them.

    This conversation explores what happens when you stop treating marketing as a channel problem and start treating it as a systems, timing, and revenue-velocity problem.

    What if your slowdown isn’t sales… or messaging… but latency?

    Tracy explains how she uses CRM data, sales cycle analysis, and efficiency ratios to uncover bottlenecks most teams never look for, especially the quiet moments where deals stall, momentum fades, and revenue quietly leaks out of the funnel.


    This episode is for you if:

    1. Your funnel looks healthy, but revenue feels slower than it should
    2. You suspect alignment issues, but can’t pinpoint where they start
    3. You’re tired of chasing tactics instead of fixing systems
    4. You want marketing to drive velocity, not just activity
    5. You’re thinking more seriously about AI but don’t want hype-driven decisions


    🎧 Listen now and rethink how revenue really moves through your marketing engine.

    Connect with Tracy Wehringer
    1. Website: https://moonshot-strategy.com
    2. LinkedIn Newsletter: Revenue Accelerator

    Connect with me:

    1. Twitter: /adamhelweh
    2. LinkedIn: /adamhelweh
    3. Instagram: /adamhelweh
    4. YouTube: /adamhelweh
    5. Learn more about my digital marketing agency, Secret Sushi: https://secretsushi.com/


    01:30 Meet Tracy Weinger: Marketing Expert

    02:36 Tracy's Journey into Marketing

    04:51 Early Career and Mentorship

    08:55 Marketing Strategies and Insights

    20:04 The Importance of Mentorship

    23:11 Challenges and Trends in 2024

    31:15 Excitement for 2025 and AI Tools

    36:42 Conclusion and Contact Information

    38 min
  • How Top CMOs Navigate Chaos Without Losing Strategy

    In this episode, Adam Helweh is joined by a fractional CMO and marketing leader William Collins for a conversation that goes beyond the usual playbook. They unpack the hidden layers of modern marketing leadership, the often-overlooked traps of quick wins, and why the best CMOs are doing something most aren’t talking about.

    From client psychology to cross-industry insight, William reveals how top marketers are staying sharp in a time of constant change—without losing their edge or their humanity.

    This episode is for B2B leaders who:

    ✅ Feel the pressure to move faster, but don’t want to sacrifice long-term vision

    ✅ Wonder how to earn—and keep—a seat at the leadership table

    ✅ Are curious about how fractional CMOs really operate across multiple organizations

    ✅ Are rethinking how AI fits into the strategic mix (and what it can never replace)

    There’s a lot more going on behind the scenes of great marketing leadership than most realize. This conversation pulls back the curtain.

    Listen in and find out what might be missing from your current B2B marketing approach.

    00:39 Introduction and Guest Overview

    01:06 Meet Will Collins: A Seasoned Fractional CMO

    02:09 The Realities of Fractional Leadership

    03:48 Will's Journey into Marketing

    07:03 Guiding Principles in Marketing

    10:32 Challenges and Lessons in Leadership

    14:20 Differences Between Fractional and Full-Time CMO Roles

    20:03 Balancing Quick Wins and Sustainable Growth

    23:13 The Challenge of Quick Wins in Marketing

    24:08 Building Trust and Confidence with Leadership

    24:56 Avoiding Random Acts of Marketing

    27:34 Handling Client Expectations

    28:20 Surprising Outcomes in Marketing Strategies

    29:39 Validating Client Understanding and Needs

    31:52 The Role of AI in Marketing

    38:27 Looking Ahead to 2025

    40:19 The Importance of Client Feedback and Strategic Thinking

    42:35 Final Thoughts and Reflections


    Talk to me:

    • Twitter: /adamhelweh

    • LinkedIn: /adamhelweh

    • Instagram: /adamhelweh

    • Don't forget to subscribe to my YouTube channel: / adamhelweh


    Learn more about my digital marketing agency, Secret Sushi:

    • https://secretsushi.com/


    47 min
  • From GE to Girl Scouts: How Marketing Leadership Creates Impact

    What does it take to successfully lead marketing for some of the world's most iconic brands? Jocelyn Renee Johnson, former GE executive and CMO of Girl Scouts of the USA, and now Chief Marketing Officer of the American Bar Association, joins Adam Helweh to share her marketing playbook for success across Fortune 500 companies, nonprofits, and global organizations.

    💡 In this episode, Jocelyn dives into:

    ✅ The marketing fundamentals that apply to every industry

    ✅ How she helped Girl Scouts host their first-ever profitable convention

    ✅ The biggest challenges facing marketers in 2025

    ✅ How to build a high-performing marketing team and strategy

    ✅ Why customer experience and branding are more critical than ever

    This episode is packed with insights on scaling brands, driving revenue, and creating meaningful customer connections.


    00:37 Meet Jocelyn Renee Johnson

    02:39 Jocelyn's Career Journey

    03:59 Transition from Tech to Marketing

    05:27 Marketing at GE

    12:11 Joining Girl Scouts of America

    20:25 Challenges and Insights at ABA

    27:09 Nonprofit Challenges and Cost Management

    27:42 Technology Adoption and Shiny Object Syndrome

    29:25 Nonprofit vs Corporate: Strategic Differences

    31:58 Measuring Success in Nonprofits

    34:19 Unexpected Wins at Girl Scouts

    39:03 Excitement for Future Marketing Strategies

    41:22 Favorite Podcasts and Personal Insights

    48:04 Conclusion and Final Thoughts


    Talk to me:

    • Twitter: /adamhelweh

    • LinkedIn: /adamhelweh

    • Instagram: /adamhelweh

    • Don't forget to subscribe to my YouTube channel: / adamhelweh


    Learn more about my digital marketing agency, Secret Sushi:

    • https://secretsushi.com/


    51 min
  • Retention Secrets: How to Grow Revenue Without New Customers

    Is Customer Success Broken? 

    Marketers obsess over customer acquisition, but what happens after the sale? Retention and expansion are the real game-changers in B2B success—and Marley Wagner knows exactly how to do it right.

    In this episode, Adam Helweh sits down with Marley, an expert in customer marketing and digital customer success, to unpack the strategies that keep customers engaged, satisfied, and growing with your brand. From automation and AI to in-product messaging and Slack notifications, Marley reveals how companies can do more with less while creating hyper-personalized customer experiences.

    They also discuss:

    • Why most B2B companies are failing at post-sale engagement
    • The #1 mistake marketers make with existing customers
    • How AI and automation are redefining customer success in 2025
    • The in-app vs. email debate—where should you invest your efforts?
    • How to turn your marketing team into a revenue-driving machine

    If you’re in marketing, sales, or customer success—and you want to drive growth without constantly chasing new leads—this episode is packed with insights you can’t afford to miss.


    02:52 Meet Marley Wagner

    03:37 Marley's Journey into Marketing

    05:58 Early Career and Nonprofit Experience

    07:26 Transition to B2B and Customer Success

    09:33 Automation in Customer Success

    12:33 Challenges and Strategies in Customer Success

    18:39 Consulting and Freelancing in Digital CS

    20:50 Marketers' Struggle with Existing Customers

    21:36 Bridging the Gap Between Marketing and Customer Success

    22:18 Effective Use of Automation Beyond Email

    22:35 Choosing the Right Channels for Customer Engagement

    24:56 In-App Engagement and Its Growing Importance

    27:43 Internal Automation for Customer Success Teams

    29:37 The Role of AI in Customer Success

    38:16 Future Trends in Customer Engagement

    39:52 Predictions for 2025 and Beyond

    44:56 Conclusion and Final Thoughts


    Talk to me:

    • Twitter: /adamhelweh

    • LinkedIn: /adamhelweh

    • Instagram: /adamhelweh

    • Don't forget to subscribe to my YouTube channel: / adamhelweh


    Learn more about my digital marketing agency, Secret Sushi:

    • https://secretsushi.com/

    47 min
  • Sales vs. Marketing: Why the War Is Killing Your Revenue

    Is your B2B marketing strategy built for the future? In this must-listen episode, Adam Helweh sits down with fractional CMO Ellen Smolko to discuss how AI, sales alignment, and strategic marketing are reshaping B2B growth in 2025.

    With decades of experience—from her role in the evolution of Shopify at AT&T to leading marketing transformations for high-growth companies—Ellen reveals:

    🔹 How AI is revolutionizing B2B marketing beyond content creation

    🔹 The biggest mistakes businesses make when aligning sales and marketing

    🔹 Why traditional marketing tactics are failing—and what works now

    🔹 How to future-proof your business amid economic shifts and industry changes

    She also shares a cautionary tale of a company that refused to adapt—and paid the ultimate price. If you're a CMO, marketing leader, or business executive, this episode delivers practical strategies to drive real business impact.

    00:00 Introduction to 2025 Economic Policy

    00:52 Welcome to Marketing in the Raw

    01:09 Introducing Ellen Smolko

    03:12 Ellen's Marketing Journey

    08:25 The Evolution of Marketing

    14:36 Challenges in Marketing Leadership

    20:29 The Role of a Fractional CMO

    26:51 Navigating Client Challenges

    32:35 Navigating Client Relationships

    33:33 Challenges with Communication

    35:10 Reflecting on Client Value

    37:30 The Impact of AI on Marketing

    40:01 AI's Role in Content Creation

    43:52 Future of Marketing with AI

    44:48 Economic Factors Influencing Marketing

    46:53 Adapting to Market Changes

    01:07:21 The Importance of Experience and Transparency

    01:08:06 Conclusion and Final Thoughts

    Talk to me:

    • Twitter: /adamhelweh

    • LinkedIn: /adamhelweh

    • Instagram: /adamhelweh

    • Don't forget to subscribe to my YouTube channel: / adamhelweh

    Learn more about my digital marketing agency, Secret Sushi:

    • https://secretsushi.com/

    1 hr 9 min
  • B2B Marketing in 2025: What Marketing Leaders Must Know

    B2B marketing is undergoing a radical transformation—buyer behaviors are evolving, AI is reshaping workflows, and businesses that fail to adapt risk being left behind. In this episode, Adam Helweh sits down with fractional CMO Rosa Lear to discuss how AI, experimentation, and strategic marketing leadership are key to success in 2025 and beyond.

    Key Takeaways:

    - B2B buyers are changing—why traditional sales and marketing tactics no longer work.

    - AI’s role in marketing—how tools like chatbots and automation can accelerate growth.

    - The power of experimentation—why setting aside time and budget for testing is essential.

    - Marketing vs. Deliverables—why great marketing is about impact, not just execution.

    - Lessons from startups & enterprises—insights from Rosa’s journey across Gartner, VMware & cybersecurity startups.

    Talk to me:

    • Twitter: /adamhelweh

    • LinkedIn: /adamhelweh

    • Instagram: /adamhelweh

    • Don't forget to subscribe to my YouTube channel: / adamhelweh


    Learn more about my digital marketing agency, Secret Sushi:

    • https://secretsushi.com/

    1 hr
  • Trust and Leadership: Win B2B Clients feat. Chris Brogan

    This episode features  the legendary Chris Brogan, a pioneer in digital marketing, bestselling author, and keynote speaker, to discuss the transformative power of trust and authenticity in business. From personal anecdotes that illustrate the profound impact of simple human connection to actionable insights on leveraging trust as a business advantage, this episode is packed with lessons for marketers, leaders, and entrepreneurs alike.

    Chris shares his thoughts on why trust is the currency of modern business, how to foster genuine customer relationships, and the role of storytelling in creating lasting brand loyalty. 


    Talk to me:

    • Twitter: /adamhelweh

    • LinkedIn: /adamhelweh

    • Instagram: /adamhelweh

    • Don't forget to subscribe to my YouTube channel: / adamhelweh

    Learn more about my digital marketing agency, Secret Sushi:

    • https://secretsushi.com/

    1 hr 18 min
  • Is Outbound Marketing Dead? Let’s Talk.

    What does it take to build a powerful B2B brand in an age of AI and constant change? In this episode, Adam Helweh talks with AJ Rochow about navigating the tension between performance marketing and long-term brand strategy. AJ shares his unconventional journey from social media management to leading marketing teams and reveals the critical lessons he’s learned along the way—like why validating before delegating is a must and how AI can amplify creativity without replacing it.

    They also dig into whether outbound marketing is dead, why B2B brands need to think more like disruptors, and how quality content—not quantity—will dominate search in the AI era. If you’re ready to rethink your marketing playbook and get ahead of the curve, this episode is packed with insights and actionable advice.


    Talk to me:

    • Twitter: /adamhelweh

    • LinkedIn: /adamhelweh

    • Instagram: /adamhelweh

    • Don't forget to subscribe to my YouTube channel: / adamhelweh

    Learn more about my digital marketing agency, Secret Sushi:

    • https://secretsushi.com/

    1 hr 1 min

About Marketing in the Raw with Adam Helweh

From the publisher's feed

Welcome to "Marketing in the Raw," the podcast where marketing leaders reveal real-world tactics for impactful B2B strategies. Dive deep into substance with host Adam Helweh, who cuts through the…