In this episode of OnBase, host Chris Moody sits down with Corrina Owens to explore the evolution of account-based marketing, the misconceptions that still persist, and why most companies miss their biggest growth opportunity: their existing customers.

Corrina details her non-traditional path into marketing, the value of being a generalist, and how ABM shifted from a set of disconnected tactics to a true go-to-market operating model. She breaks down the critical role of ICP development, the importance of analyzing first-party data, and why sales alignment is still the strongest predictor of ABM success.

The conversation also dives into customer expansion strategies, the rise of AI as a democratizer of data, and the ABM plays every B2B organization should be running. Corrina shares practical examples, thoughtful commentary on relationship-building skills in the age of automation, and the mindset sellers and marketers need to stand out in modern B2B.

Key Takeaways

• ABM is a go-to-market strategy, not a set of tactics

Most teams still define ABM as direct mail or targeted ads, but sustainable ABM success requires cross-functional alignment, sales process maturity, and clarity on the ICP.

• Your first-party data holds the real ICP insights

Instead of wish-list accounts or executive bias, the strongest ICP definitions come from analyzing a full fiscal year of closed-won and closed-lost data to uncover patterns.

• Customer expansion is the biggest missed opportunity

On average, companies land only about 30% of a customer’s total ARR potential on initial purchase. Yet most marketing and ABM efforts stop immediately post-sale. Customer ABM should be a core motion.

• AI is democratizing data access

What once required multiple tools and data science resources can now be achieved with ChatGPT and well-structured prompts. AI helps teams iterate faster, brainstorm creatively, and pressure-test messaging.

• Human connection is the new differentiator

Sellers struggle with relationship-building across channels, especially in a digital-first world. The ability to communicate authentically, not from templates, is becoming a critical skill.

• Give-first ABM plays drive the deepest brand impact

Podcast invitations, industry award nominations, and sponsoring internal team events create memorable, non-transactional experiences that earn trust.

Quotes

“The best ABM plays are pure give tactics. You’re not asking for anything back.”

Tech recommendations

• Lovable
• ChatGPT
• Gemini

Resource recommendations

• The Power of Onlyness by Nilofer Merchant – a powerful exploration of embracing your unique perspective and bringing your fullest self to your work.

• 12 ABM plays by Corrina Owens

Shout-outs

• Christina Le, Head of Marketing at Plot.

About the Guest

Corrina Owens is the go-to GTM mind behind some of the most effective ABM plays in B2B SaaS. She’s led award-winning programs at Gong and now works fractionally, advising and implementing pipeline-driving strategies at companies like Orum, TripleLift, Navattic, and UserGems.

⁠Connect with Corrina⁠.

In this episode of OnBase, Paul Gibson talks with Tejal Patel about why ABM often falls short in large enterprises and how companies can fix it. Tejal shares how her B2C background shaped her customer-centric approach and explains the key issues she sees inside big tech—misalignment, data quality gaps, siloed teams, and overreliance on ABM as a standalone strategy.

She contrasts this with the agility of smaller organizations and outlines practical ways to improve targeting, use intent data, strengthen sales–marketing alignment, and unify brand and demand. This conversation offers clear, actionable advice for anyone trying to make ABM work at scale.

Key Takeaways

• ABM is a tactic, not a standalone strategy

Tejal argues that ABM only works when paired with brand, awareness, nurture, and customer-centric messaging. Without broader demand creation, ABM becomes narrow and ineffective.

• Sales and marketing alignment remains the biggest barrier

Large enterprises struggle with global vs. regional disconnects, mismatched KPIs, and long internal approval cycles, slowing execution and creating misfire between strategy and action. Smaller companies excel because they have fewer layers, faster decision-making, and shared prioritization.

• Data quality is the silent killer of ABM

Messy CRM data, fragmented systems, mismatched account naming, and inconsistent scoring models undermine targeting, personalization, and sales handoff. Clean data and agreed lead quality criteria must come first.

• Intent data only works when paired with first-party signals

Great ABM prioritizes first-party data, then layers on external intent. Messaging should be mapped to where accounts are in their journey, not just industry segmentation. Audience clusters can be built based on behaviors, not just firmographics.

• Brand and demand must run in parallel

Brand builds trust with the 90% who aren’t yet buying; demand captures the 10% who are. Both motions must reinforce each other with consistent messaging across all touchpoints, internal and external.

• Simplification accelerates performance

Tejal shares examples where hundreds of micro-campaigns were consolidated into fewer, audience-grouped programs, leading to clearer measurement, stronger engagement, and faster pipeline.

• AI will finally unlock true personalization at scale, but only with clean inputs

AI can accelerate content, sales enablement, and buying-group messaging, but only when built on a foundation of strategy, quality data, and customer-centric principles. Otherwise, AI simply amplifies the noise.

Quotes

“Smaller companies succeed because they’re aligned, agile, and closer to the spirit of ABM.”

Tech recommendations

• Miro
• ChatGPT
• Canva

Resource recommendations

• The Rundown AI newsletter
• Lisa Adams (LinkedIn) – insights on AI and modern marketing org design
• Harvard Business Review

Shout-outs

• Juskiran Sond, Senior Global Digital ABM Marketing Manager at Riverbed Technology
• Suyasha Kale, Senior Paid Social Advertising Manager - Global at TeamViewer

• Brett Rieser, EMEA & LATAM Growth Marketing, Senior Manager at Palo Alto Networks

About the Guest

Tejal Patel has 25+ years experience in marketing transformation, strategic planning, organisational design & change management. She has held senior leadership roles at Cisco, Microsoft & Nokia. She specializes in creating practical yet ambitious strategies that deliver tangible success. She is skilled at building and retaining high-performing teams. Known as a turnaround expert, Tejal combines strategic vision with hands-on execution and inspires a culture of collaboration and empowerment.

⁠Connect with Tejal⁠.

In this episode of OnBase, host Chris Moody sits down with Chelsea Wells to discuss how AI is reshaping the future of demand generation, campaign creation, and attribution. Chelsea shares practical insights from her role at MasterControl, how clean, accessible data powers scalable, high-quality campaigns and how marketers can balance automation with creativity to stand out in a crowded digital landscape.

From solving data challenges to embracing multi-touch attribution, Chelsea explains how she’s redefining what effective ABM looks like today. She also shares a behind-the-scenes look at a successful one-to-few ABM campaign that leveraged both digital and physical tactics, achieving rapid funnel movement and opportunity creation.

Whether you’re navigating the complexities of AI adoption or rethinking your attribution models, this episode offers an actionable roadmap for marketers aiming to stay ahead of the curve.

Key Takeaways

• Data quality drives AI success.
   AI is only as strong as the data it learns from. Clean, accessible, and compliant data is essential to generate accurate insights and scalable, high-quality campaigns.
• Keep humans in the loop.
   AI can ideate and optimize, but human oversight ensures creativity, empathy, and brand authenticity.
• Choose attribution models that reflect intent.
   No model is perfect. Evaluate channels based on their role in the funnel, top, mid, or bottom, and consider equal or multi-touch models to see the full journey.
• Mix digital with physical experiences.
   Reintroduce tactile, real-world touches, like thoughtful swag or events, to complement digital plays and deepen relationships.
• Test, learn, and personalize.
   Successful campaigns rely on experimentation, feedback, and personalization at every stage, from message testing to channel sequencing.

Quotes

“Every channel has a purpose. Measure them by their role in the funnel, not by a single model.”

Tech recommendations

• Demandbase – For ABM orchestration and intent data.
• Domo – For real-time visibility across data and attribution models.

Resource recommendations

• OnBase podcast
• ABM Answered

Shout-outs

• Kelly Starmon, CMO at MasterControl

• Cassidy Milder, VP of Demand Marketing at MasterControl

About the Guest

With 8 years of demand generation experience in the tech SaaS space, Chelsea Wells is a seasoned B2B marketer with a proven track record of driving pipeline growth in complex industries including cybersecurity and life sciences manufacturing. She currently serves as a Senior ABM Program Manager and Demand Generation Team Lead at MasterControl, where she leads the strategy and execution of high-impact, omni-channel campaigns. Chelsea specializes in campaign orchestration, account-based marketing, and full-funnel demand strategies, leveraging data and insights to optimize performance across every stage of the buyer journey. Her approach is grounded in experimentation and agility, continuously testing and iterating to keep ahead of the rapidly evolving marketing landscape. She is passionate about aligning sales and marketing, delivering customized experiences at scale, and using data to uncover what truly moves prospects from awareness to closed-won. Chelsea holds a BBA from the University of Texas at Austin, a certificate in Global Management, and an MBA from Southern Methodist University (SMU). She brings a global, cross-functional lens to marketing strategy and thrives in fast-paced environments that demand strategic thinking and executional excellence.

Connect with Chelsea.

In this episode of OnBase, host Chris Moody sits down with Jasmeet Sawhney to explore what it means to lead marketing in an AI-driven world. Jasmeet shares his unconventional journey from engineer to marketing executive, emphasizing how technical fluency and creativity are now inseparable in leadership roles.

They dive deep into the evolving responsibilities of marketing leaders, how AI is reshaping strategy, execution, and team structures, and why the biggest risk is failing to evolve. From scaling personalization to rethinking attribution and ROI, Jasmeet offers a candid and forward-looking perspective on how leaders can guide their teams through this transformation.

This episode is a must-listen for marketing, sales, and business leaders navigating the AI revolution and seeking actionable insights for long-term success.

Key Takeaways

• AI is no longer optional:
   AI is no longer a buzzword, it’s a business necessity. Marketing leaders must integrate it across every function, from data analytics to customer engagement.
• Leadership must get technical:
   Future marketing leaders can’t avoid data or tech. Understanding AI, automation, and analytics is critical for setting effective goals and strategies.
• Don’t just hire AI experts, build internal fluency:
   Instead of creating isolated “AI teams,” leaders should train and empower existing staff to integrate AI into daily workflows.
• Personalization at scale is the new standard:
   AI enables hyper-personalization down to the stakeholder level, not just the account level. This is where real competitive advantage lies.
• Measure what matters:
   AI offers new opportunities to track touchpoints across the customer journey, finally making ROI and attribution measurable with greater accuracy.
• Change requires courage:
   Creativity, experimentation, and risk-taking are essential to unlocking AI’s potential, leaders must champion innovation even when outcomes are uncertain.

Quotes

“This is the biggest opportunity of our generation. If we don’t leverage AI, that’s what’s really at stake.”

Tech Recommendations

• Claude (Anthropic) – For content creation and ideation.
• Veo (Google LLM) – For AI-driven media and video content.
• Lovable – For AI-powered design support.
• Figma – For creating lightweight AI agents and workflows.

Resource Recommendations

Book:

• Nexus: The History of Information Networks by Yuval Noah Harari

Podcast:

• Marketing Against the Grain by HubSpot

Shout-Outs

• Mohanbir Sawhney, Northwestern University - Kellogg School of Management – mentor and thought leader in marketing innovation.
• Dharmesh Shah, Co-founder & CTO of HubSpot – admired for bridging strategy, culture, and technology.
• Gary Vaynerchuk, Chairman of VaynerX, CEO of VaynerMedia – inspiration for fearless creativity and constant evolution.

About the Guest

Jasmeet is a marketer with deep roots in technology, data analytics, and AI. He is currently Global Head of Marketing at Axtria. Earlier, Jasmeet was CEO of YibLab, which was one of the fastest growing marketing technology and solutions providers, ranked Top 50 among the fastest growing companies in NJ. Jasmeet has 20+ years of experience building and scaling marketing operations for both small and large companies. He is an investor, advisor, and mentor to multiple firms, and has received several company and individual awards - Inc. 500, Deloitte 500, Crain’s Fast 50, SmartCEO Future 50, Red Herring, NJBiz Business of the Year, Top CMO, and Forty Under 40, among others.

Connect with Jasmeet.

In this episode of the OnBase Podcast, host Chris Moody sits down with Craig Abramson of Workday to discuss how data quality, timing, and automation shape the future of account-based marketing (ABM) and experience (ABX).

Craig’s story, starting as a content writer, evolving through startup marketing, and now running enterprise-level ABX programs at Workday, offers a rare view into how strategy scales with data maturity. From early experiments targeting QuickBooks users to Workday’s global predictive engagement models, Craig breaks down how precision targeting drives faster deals, cleaner funnels, and measurable growth.

Key Takeaways

• Data quality is the foundation
   “Garbage in, garbage out” isn’t a cliché, it’s a law. Whether at a startup or Workday, the success of ABM hinges on accurate, verified, and purposeful data. A bad contact record can derail an entire funnel.
• Timing is the game-changer
   Intent data and predictive scoring help pinpoint the exact moment an account is ready to engage. Craig’s own campaign once closed a $250M+ enterprise deal in just three months, half the usual cycle, simply because the timing was right.
• Start small, learn fast
   Even at large companies, Craig applies a startup mindset: test, pivot, refine. His early ABM wins came from focusing on a narrow list of accounts with shared pain points rather than broad campaigns.
• ABX + demand gen = harmony, not competition
   At Workday, the ABX team focuses on the top 15% of high-scoring accounts, while demand gen drives scale. Together they operate like retail tiers, demand gen as the “big box store,” ABX as the “personal shopper,” and 1:1 ABM as the “bespoke tailor.”
• Messaging makes or breaks sales
   Even the best solution fails with the wrong message. Alignment between marketing and sales must start with consistent, audience-specific messaging that speaks to pain points, not features.
• AI is the amplifier, not the author
   Craig uses AI tools like Gemini to analyze data sets in hours instead of days but stresses the importance of human instinct: “AI can’t feel what will resonate, but it can help you see what you’d otherwise miss.”

Quotes

“The right message at the wrong time is just as bad as the wrong message altogether.”

Tech Recommendations

• Demandbase
• Salesforce 
• Google Gemini
• Marketo
• HubSpot

Resource Recommendations

Blog:

• Niel Patel: Author: Neil Patel | Co Founder of NP Digital & Owner of Ubersuggest

Podcast:

• Martech Podcast: Marketing technology trends and tools.

Shout-Outs

Matthew Miller - Sr Principal, Global ABX. Workday.

About the Guest

Craig Abramson is a strategic and results-driven marketing leader with extensive experience driving growth for B2B software companies. He has proven expertise in developing and executing full-funnel marketing strategies that dramatically increase brand awareness, accelerate lead generation and drive pipeline, consistently exceeding KPIs. A master of implementing bootstrap marketing techniques to achieve outstanding results regardless of budget, he is skilled in Go-to-Market planning, AI optimization, SEO/SEM, Marketo automation, content strategy, and analyst relations, with a history of leading companies from startup to successful acquisition. Craig most recently was brought on to lead marketing at Zimit, a services configure price quote SaaS solution. Zimit was acquired by Workday in 2022. Craig continues to work at Workday on the Account Based Experience team, running global programs to drive pipeline from the top 15% of accounts that are most likely in the market for Workday’s solutions.

Connect with Craig.

In this OnBase episode, host Chris Moody reconnects with marketing visionary Jon Miller for a deep dive into the evolution of B2B marketing and the transformative role of artificial intelligence in shaping the future of go-to-market strategy.

Jon shares his remarkable journey, from studying physics to co-founding Marketo and Engagio, joining Demandbase, and now launching his next venture at the cutting edge of AI. He reflects on the lessons learned from past technology revolutions, drawing parallels between the early internet era and today’s AI boom.

Listeners gain an inside look at how AI is fundamentally changing both software innovation and buyer behavior, why marketers must shift from quantity to quality-driven personalization, and what it takes to build organizations that thrive in an AI-first world.

This episode is packed with insights for anyone navigating marketing’s AI transformation, from creative storytellers to data-driven tacticians.

Key Takeaways

• The Biggest Shift Since the Internet
   AI isn’t just another tech trend, it’s as transformative as the rise of the internet. We’re entering a new era where software can do things we never imagined, enabling businesses that couldn’t exist before.
  
• The “Jagged Frontier” of AI
   AI excels at some tasks and fails at others. The key is daily experimentation, understanding where AI amplifies your strengths and where human oversight is indispensable.
  
• From Quantity to Quality
   The goal isn’t to send more emails, it’s to deliver more relevant experiences. AI’s true power lies in helping marketers achieve genuine one-to-one personalization through smarter orchestration, not mass automation.
  
• The Human – AI Partnership
   Future success lies in collaboration: humans provide creativity and empathy; AI handles data, optimization, and orchestration. Together, they create outcomes neither could achieve alone.
  
• Culture Determines AI Success
   Technology adoption starts with leadership. Organizations must build AI fluency into their culture, encouraging training, experimentation, and open sharing of prompts and insights.
  
• Emotion Drives Storytelling
   Even in B2B, emotion matters. Great storytelling taps into curiosity, excitement, and drama, whether through stealth launches, community intrigue, or relatable human experiences.
  
• Marketing Measurement Is Broken
   B2B marketers are still judged on MQLs and short-term results, despite the nonlinear reality of buying behavior. We need new ways to measure marketing that reflect its true long-term impact.

Quotes

“Don’t use AI like a faster typewriter. Use it as a new form of intelligence that helps you think better.”

Tech recommendations

• Descript – For seamless AI-powered video and podcast editing.
• Crosby.ai – An AI-enabled law firm combining automation with human legal review.

Resource recommendations

Books

• The Advantage by Patrick Lencioni – A guide to building healthy, high-performing organizations.
• Setting the Table by Danny Meyer – Lessons on culture and leadership from the hospitality world.
• Turn the Ship Around by L. David Marquet – Empowerment and leadership through intentional communication.

Newsletter

• Almost Timely Newsletter by Chris Penn.
• Kieran Flanahan Newsletter on Medium.

Shout-outs

• Chris Penn – AI strategist and co-founder of Trust Insights.
• Kieran Flanagan – SVP, Marketing, AI & GTM (SVP) and B2B growth expert and AI prompt innovator.

• Kathleen Schwab – Author of Marketing in the Great Big Messy World.

About the Guest

Jon Miller is a marketing technology pioneer and serial founder. He co-founded Marketo, Engagio, and later served as CMO of Demandbase, helping redefine how B2B companies go to market. Now building his next AI-focused startup, Jon also advises tech companies on strategy and growth. A frequent keynote speaker and author of The Definitive Guides to ABM and Marketing Automation, he’s been recognized as one of the world’s top B2B marketers.

Connect with Jon.

In this OnBase Podcast episode, host Chris Moody sits down with Brynna Self to unpack how Hexagon SIG moved from “running ads to accounts” to a true account-based GTM—and what changed when they adopted Demandbase as their shared sales–marketing system of record. Brynna details the journey from agency days to client-side leadership, why data discipline beats “order-taking,” and how a North America pilot became the blueprint for global rollout. 

They cover what actually fixes sales–marketing silos (hint: shared facts beat opinions), why clean CRM + intent + journey data created pull from sales, and how one-to-one onboarding for reps, weekly pipeline rituals, and regional frameworks turned ABM from theory into closed-won outcomes

Key takeaways

• Data-driven transformation is the foundation of growth
  Hexagon’s marketing evolution began with a cultural shift toward analytics and measurable outcomes. By implementing KPIs and attribution models, Brynna’s team moved from intuition-based decisions to data-backed strategy, aligning every initiative to revenue impact.
• Sales and marketing alignment is non-negotiable
  Brynna emphasized that ABM success depends on equal partnership between sales and marketing. Breaking the “order-taker” mindset and fostering collaboration built the trust required for true go-to-market alignment.
• Demandbase became the catalyst for ABM maturity
  Transitioning from Terminus to Demandbase allowed Hexagon to unify data, surface actionable insights, and bridge communication gaps between sales and marketing. The platform became the single source of truth for their account strategy.
• Start small, prove value, then scale
  Launching with a North America pilot allowed the team to test, refine, and validate their ABM approach before expanding globally. The result was a 53% increase in web visits and an 80% rise in closed-won opportunities, setting a model for global rollout.
• Data transparency builds adoption
  By personalizing reports and dashboards for each salesperson, Brynna’s team achieved over 90% adoption. Showing tangible, account-level insights built credibility and helped sales see marketing as a strategic partner.
• ABM success is globally adaptable
  While each region has unique challenges, the ABM framework proved scalable across geographies. Success came from combining consistent methodology with localized execution.
• Clean data powers the future of AI in marketing
  Brynna’s closing insight underscored that AI can only enhance ABM if the data foundation is clean, accurate, and consistent across systems.

Quotes

“We need each other. Sales and marketing can’t be order-takers; we’re partners driving growth.”

Tech Recommendations

• Consensus

• Demandbase 

Resource Recommendations

Newsletter:

• The Marketing Operations Leader by Darrell Alfonso
• The Marketing Operations Strategist with Sara McNamara by Sarah McNamara

Blog:

• Niel Patel: Author: Neil Patel | Co Founder of NP Digital & Owner of Ubersuggest

Shout-outs

• Sarah McNamara - Founding Revenue Operations & GTM Strategy Lead. Vector
• Darrell Alfonso - VP of Marketing Ops and Martech,Foundever.
• Neil Patel - Co-Founder at Neil Patel Digital
• Maureen Mack - Northam Marketing Director,Hexagon.
• Mallory Hilderbrand  - Senior Manager, Global Campaign Operations,Hexagon.

About the Guest

Brynna Self is a seasoned growth and marketing executive with 20 years of experience driving global digital strategy, demand generation, and account-based marketing. As Director of Global Digital Marketing at Hexagon’s Safety, Infrastructure & Geospatial division, she leads initiatives that align marketing, sales and customer success to create stronger go-to-market execution. Recognized for advancing ABM adoption, AI-powered analytics, and data-driven decision-making, she has delivered measurable growth across the software, manufacturing and e-commerce sectors. Brynna holds an MBA in Marketing from the University of Maryland.

Connect with Brynna.

In this episode of OnBase, host Paul Gibson sits down with Callum Brodie to explore the evolution of content marketing in B2B and why every brand today needs “content with a pulse.” Drawing on his unique background in journalism, Callum explains how storytelling, empathy, and a genuine understanding of the audience’s “why” can help brands build trust and long-term relationships.

The conversation dives into the shift from promotional messaging to value-driven narratives, the importance of human stories in corporate content, and how to sustain momentum in audience-first marketing. Callum also discusses how AI is reshaping creative industries and how to balance automation with human creativity.

Listeners will gain practical insights into building brand trust, uncovering authentic stories, and fostering a “drumbeat” approach to content that resonates with customers across every stage of the funnel.

Key Takeaways

• Trust is the foundation of engagement
   Before driving conversions, brands must earn audience trust through transparency, relevance, and empathy. Effective storytelling begins with understanding what truly keeps customers awake at night.
  
• From promotion to purpose
   B2B brands must move beyond slogans and focus on substance. The best content educates, informs, and inspires rather than sells.
  
• The power of human stories
   Even in B2B, emotion drives connection. Every product, service, or technology has a human benefit behind it, marketers just need to uncover and tell those stories.
  
• The “five whys” framework
   By continuously asking why, from the first content idea to campaign execution, marketers can reveal the root motivations and create more impactful storytelling.
  
• The drumbeat approach
   Consistency is critical. A steady rhythm of content distribution across channels sustains engagement and trust over time.
  
• AI as a creative partner, not a replacement
   AI can amplify productivity and ideation, but it will never replace human intuition or creativity. The key lies in using tools like ChatGPT strategically while maintaining editorial rigor

Quotes

“An effective piece of content marketing should leave the audience more informed and engaged. They may not be ready to buy, but you’ve taken that first step toward trust.”

Resource Recommendations

Blog:

• Seth Godin’s Daily Blog –  For concise, thought-provoking insights.
• Neil Patel’s Blog – For SEO and digital strategy.
  

Books:

• Powerful B2B Content by Gay Flashman – A guide to impactful storytelling in B2B marketing.

Shout-outs

• Gay Flashman, Founder, Formative and Author of Powerful B2B Content.
• Neil Patel, Digital Marketing Expert and Author.
• Aniket Mendaka, CMO at Firstsource Solutions.

About the Guest

Callum Brodie is a seasoned multimedia business journalist with extensive experience in the insurance industry. Currently serving as Associate Director of Marketing at Firstsource since April 2023, Callum has held various prominent roles including Senior Account Director and Deputy Team Lead at Formative Content from May 2017 to April 2023. Previous positions include Senior News Reporter at MoneySavingExpert.com and multiple editorial roles at Incisive Media, where responsibilities ranged from News Editor to Senior Features Writer. Callum's journalism career began at the Grimsby Telegraph and Slough Observer. Callum holds a BA in History from Bangor University, completed in 2007.

⁠Connect with Callum.⁠

In this episode of The OnBase Podcast, host Chris Moody dives deep with Vincent DeCastro to unpack one of the most dramatic shifts in marketing history: the rise of zero-click search and AI-driven buyer journeys.

They explore how generative AI tools like ChatGPT, Perplexity, and Claude are transforming how buyers discover and evaluate solutions, often without ever visiting a brand’s website. Vincent shares how this new reality is disrupting search, reshaping ABM, and forcing marketers to collapse silos between brand, demand, and content functions to stay relevant.

From the death of traditional SEO to the new rules of visibility in the age of AI, this episode offers a masterclass on how marketers must evolve to survive and thrive in a post-click world.

Key Takeaways

• Zero-Click Search Has Changed the Game

Generative AI is now giving users answers directly in the results — before they ever reach your site. That means impressions go up while clicks go down, creating a new paradox that marketers must understand and address.

• Content Is Now for Machines and Humans

Your website is no longer just for prospects. It’s for LLMs to read, parse, and summarize. Structuring your content for AI consumption is the new SEO.

• Break Down the Silos

Brand, content, demand gen, and ABM can’t operate independently anymore. AI interprets your business holistically — your teams must do the same.

• LLM Optimization Is the New SEO

Technical readiness is step one. Run audits to ensure your site can be crawled by AI tools, update evergreen content regularly, and monitor how your brand is being summarized by these new “AI engines.”

• The Future of Search Is Paid, Personalized, and Platform-Based

Generative platforms like ChatGPT will soon monetize results the way Google did with ads — but based on personalized prompts, not keywords. Brands must adapt early.

Quotes

Zero-click search isn’t killing Google — it’s redefining it.

Tech recommendations

• Screaming Frog - For analyzing log files and ensuring your site is AI-crawl ready

About the Guest

Vincent DeCastro is the Founder and CEO of ABM Agency, a B2B marketing leader that’s been reshaping account-based marketing since 2009. With over a decade of experience at the intersection of search, ABM, and AI, Vincent helps enterprise organizations navigate the massive changes in digital behavior driven by zero-click search and generative AI. His agency has been at the forefront of understanding how AI and large language models (LLMs) are redefining visibility, authority, and buyer intent in the modern B2B landscape.

Connect with Vincent.

In this episode of OnBase, host Chris Moody sits down with Madhup Mishra to explore how AI is collapsing traditional go-to-market funnels and reshaping product marketing as we know it. From redefining buyer journeys to measuring real engagement, Madhup offers a candid, strategic look at what it takes to win in an AI-driven world.

He shares his philosophy of “clarity through confusion,” explains how product marketing has evolved from storytelling to enablement, and offers insights into building trust and advocacy with increasingly skeptical, data-driven buyers.

Listeners will come away with a modern blueprint for product launches, buyer enablement, and authentic community building, all while balancing automation with the human touch.

Key Takeaways

• AI is Collapsing the Funnel:
   Traditional marketing funnels are giving way to nonlinear, AI-powered buyer journeys, where time-to-value and hands-on validation matter more than nurture sequences.
• Product-Led Growth is Accelerating:
   Buyers expect to experience value immediately—the product must now tell its own story, not just the sales team.
• From Persuasion to Enablement:
   Marketers must help buyers make confident decisions, not just convince them with clever messaging.
• Advocacy is the New SEO:
   Developers and customers who share their experiences online are now fueling AI search recommendations. Building authentic advocacy impacts discoverability and trust.
• Measure Engagement, Not Just Activity:
   Pipeline matters, but depth of engagement—expansion, demos, and authentic community chatter—is the real measure of success.
• AI Must Be Purposeful:
   Don’t launch “AI for AI’s sake.” The best AI products solve real, high-friction problems and integrate naturally into customer workflows.

Quotes

“Advocacy isn’t optional anymore. If your community isn’t talking about you, AI search engines will recommend your competitors instead.”

Tech recommendations

• Gong – For sales insights and understanding customer conversations.
• Amplitude – For in-product analytics and mapping the customer journey.

Resource Recommendations

Books:

• Obviously Awesome by April Dunford – A masterclass in product positioning.

Shout-Outs

• Simon Sinek, Author and Inspirational speaker on business leadership for inspiring purpose-first leadership.
  
• April Dunford, Positioning Consultant, Speaker, and Author for redefining how companies position their products.
  
• Ethan Mollick, Associate Professor at The Wharton School for his thought leadership on AI and business innovation.

About the Guest

Madhup leads Product Marketing for SmartBear, creating product and solutions messaging, positioning, and sales enablement, and launching new products. He deeply understands SmartBear’s core developer and development team audience and can strategically communicate the impact of its products throughout the software development lifecycle. With over two decades of technology experience in companies like Hitachi Vantara, Volt Active Data, HPE SimpliVity, Dell, and Dell-EMC, Madhup has held a variety of roles in product management, sales engineering, and product marketing. Madhup lives in Central Massachusetts with his lovely wife, their son, and their dog. In his free time, he loves to travel, bike, and run.

Connect with Madhup.