Episode Summary

In this episode of OnBase, host Chris Moody is joined by Alison Mendoza to dive into the power of the Jobs-to-be-Done (JTBD) framework and its transformative impact on innovation, marketing, and product strategy. Alison shares her non-linear journey into R&D, how her background in linguistics shapes her collaboration with engineers, and how JTBD allows companies to avoid blind spots and uncover real customer needs.

Listeners will gain insights into how Honeywell uses behavioral science and JTBD to drive meaningful product adoption, why traditional voice-of-customer methods often fall short, and how AI is unlocking strategic work by automating repetitive tasks. From uncovering misaligned innovation strategies to empowering teams through better language and observation, this episode is a masterclass in modern customer-centric thinking.

Key takeaways:

• Jobs-to-be-Done (JTBD) vs. Hypotheticals: JTBD eliminates guesswork by focusing on observable behaviors, not hypothetical customer desires.
• Behavioral Science + JTBD = Impact: The fusion of decision-making psychology with JTBD drives better adoption and product-market fit.
• Innovation Pitfalls: Over-reliance on competitor analysis or legacy processes can limit true innovation.
• Speak Their Language: Product teams must translate customer outcomes into language engineers can act on.
• AI for Strategic Work: Honeywell’s $120M in AI-driven savings shows how tech can free time for impactful, strategic work.

Quotes:

“We don’t really have to worry about product-market fit if we’ve built a product on the Jobs-to-be-Done framework.”

“If you use AI for simple tasks, it will give you simple output. Use it for complex challenges—like segmentation or positioning—and you’ll see exponential value.”Best Moments 

Tech recommendations:

• ⁠⁠Notebook LM (Google)⁠⁠: A powerful AI research assistant ideal for strategic marketing and A/B testing.

Resource recommendations:

• ⁠⁠Thinking, Fast and Slow⁠⁠ by Daniel Kahneman
• Books by ⁠⁠Jonah Berger⁠⁠ – Practical marketing playbooks from the Wharton professor
• ⁠⁠321 Newsletter by James Clear⁠⁠ – Weekly insights on habits, strategy, and self-improvement

Leaders to follow:

• ⁠⁠Chandler Stillman⁠⁠– Director, Marketing & Customer Experience at ADDMAN
• ⁠⁠Liz Schmittou⁠⁠– Brand & Marketing Content Leader at ADDMAN
• ⁠⁠Emily Carr⁠⁠– Consulting Account Lead at Google
• ⁠⁠00:30⁠⁠Alison’s global career journey from flight attendant to R&D innovator

Best moments:

• ⁠⁠03:00⁠⁠JTBD explained and why most voice-of-customer methods fall short
• ⁠⁠08:30⁠⁠How to bridge engineering and customer outcomes with the right language
• ⁠⁠14:00⁠⁠The synergy between behavioral science and JTBD in shaping innovation
• ⁠⁠16:40⁠⁠Honeywell’s AI success: $120M saved through automation and productivity tools
• ⁠⁠20:20⁠⁠The evolving challenges of B2B marketing and the role of dynamic content

About the guest:

Alison is the Global Sr. Director of Innovation at Honeywell International, leading innovation and growth across the Honeywell portfolio of businesses. With over 15 years of global experience, she integrates customer-centric expertise in aerospace and advanced technology sectors. Alison is also a member of the Strategic Communications Committee at AUVSI and actively recruits for the Honeywell Political Action Committee. She shares insights on innovation, communication, persuasion, and leadership in her LinkedIn blogs.

⁠⁠Connect with Alison⁠⁠.

Episode Summary

In this episode of OnBase, host Paul Gibson sits down with Shimon, a leading voice in B2B marketing from SPOTONVISION. The duo dives into the big topic of bridging short-term wins with long-term growth while discussing how Account-Based Marketing (ABM) and Artificial Intelligence (AI) are transforming the future of B2B marketing strategies.

With insights drawn from years of partnership and expertise, this conversation explores how to balance immediate results with long-term objectives. Whether you’re looking to improve 2025 metrics or future-proof your marketing strategies, this episode offers actionable takeaways to help your team succeed. 

Key Takeaways

• Short-Term and Long-Term HarmonyAchieve a balance between quick wins that boost immediate outcomes and strategies for sustained growth.

• The Role of AI in B2B MarketingLeverage AI to enhance data analysis, improve personalization, and optimize campaign efficiency.

• ABM Done RightAdopt evolving Account-Based Marketing practices to create impactful engagements and measurable results.

• Future-Forward Marketing StrategiesStay ahead by understanding the trends and innovations shaping the future of B2B marketing.

Quotes

"The future of B2B marketing lies in leveraging the power of AI to do more with less, while keeping personalization at the core."

Best Moments

• 04:00–07:00 – Shimon dives into his career path and how ABM became a core focus.

• 10:00–12:30 – Shimon explains how changing buyer behaviors redefines sales and marketing strategies.

• 15:00–18:00 – A closer look at how ABM and AI address misalignment challenges.

• 24:00–26:00 – Shimon shares his insights on the future role of AI in account-based GTM.

• Trendemon - Highlighted as a platform that provides real-time personalization and insights to customize content for website visitors, leveraging AI for ease of use.

Resource Recommendations

Books:

• Mindset by Carol Dweck - Suggested for fostering a growth mindset and improving team collaboration and alignment.

• Joel Harrison - Founder, B2B Marketing

• Ryan Almond - Global Marketing & ABX Director, Henkel

In this episode of OnBase, host Chris Moody welcomes Nicole Warshauer for an enlightening conversation on health benefits, empathy-driven branding, and building consumer trust through education. Nicole walks us through her non-linear career journey and how her passion for community and storytelling has shaped her role at HealthEquity. She shares practical strategies for educating diverse healthcare consumers, discusses the emotional complexities of health benefits, and explores the skills marketers need to build brands around “unsexy” topics.

Nicole also explores HealthEquity’s innovative tools, such as Engage360 and HSAnswers, which use AI and multi-channel strategies to deliver personalized, accessible benefits education. Whether you’re navigating the healthcare landscape or trying to humanize your B2B brand, this episode is full of actionable insights and authentic inspiration.

Key Takeaways

• Empathy is Foundational: To demystify healthcare benefits, brands must lead with empathy—understanding emotional roadblocks like fear and confusion that often prevent consumers from making informed decisions.
• One Size Doesn’t Fit All: Benefits education must be personalized. Demographics, health history, family structure, and financial literacy all play a role in how people access and use healthcare.
• Data-Driven Education Works: Programs like Engage360 have led to a 46% increase in HSA contributions and a 60% increase in investing, showing the power of well-targeted benefit education.
• Building Brands for “Unsexy” Industries: The best marketers can make even mundane products relatable. Skills like curiosity, critical thinking, empathy, and strong writing are essential for success.
• Tech with a Human Touch: AI tools can scale education efforts, but without human oversight and strategic intent, they won’t succeed.

Quotes

“Marketing for the unglamorous takes empathy and grit. That’s where the best brand builders thrive.”

Tech recommendations

• ChatGPT
• Jasper
• Copilot

Book recommendations

• Storytelling with Data by Cole Nussbaumer Knaflic – A go-to for making data digestible and visually compelling.

Shout-outs

• Jade Tambini, Founder and Marketing Course Leader, B2B Jade.
• Hannah Shamji, Customer researcher for B2B SaaS.
• Erica Schneider, Founder, Cut The Fluff.

About the Guest

Nicole Warshauer is the VP of Brand Marketing at HealthEquity, where she builds, leads, and engages community-first marketing teams that drive brand growth and resilience. With more than 15 years of experience in marketing and communications across healthcare, tech, design, nonprofit, education, and real estate, Nicole has cultivated a unique ability to deliver integrated, purpose-driven strategies that resonate.

She is passionate about creating and nurturing communities of brand evangelists—both internally and externally. Her past work includes collaborations with renowned organizations like Yelp, Dribbble, and Trusted Health. Nicole also offers consulting services to help managers lead high-performing remote teams and optimize their marketing strategy.

Connect with Nicole.

In this episode of OnBase, host Chris Moody sits down with Craig Chiofalo to explore what it truly takes to build and lead a world-class support engineering organization. Craig pulls back the curtain on the operational strategies and tech stack powering Demandbase’s award-winning team—including how tools like Salesforce Einstein and SupportLogic are transforming their approach to proactive support. He also shares lessons on hiring for excellence, scaling impact without ballooning headcount, and why deep, daily collaboration across product, engineering, and customer success is the cornerstone of lasting success.

Key takeaways

• Right Team, Right Tech: Hiring the right talent, enabling them with strong onboarding and internal tools, and layering in AI-driven technologies can drive exponential impact without scaling the team linearly.

• Cross-Functional Collaboration Is Everything: Craig attributes much of the team’s success to deep integration with product, engineering, and customer success—teams that work together daily to elevate the customer experience.

• Award-Winning Process Maturity: From rewritten job descriptions to internal training certifications and advanced sentiment monitoring, Craig’s team has refined its approach year after year to earn industry recognition.

• Operationalized AI: AI tools like SupportLogic and Salesforce Einstein are leveraged not just for efficiency, but for better sentiment analysis, proactive support, and smarter data insights.

• MIT Technology Review – AI-focused and practical

• Harvard Business Review – Daily updates on leadership and strategy

• Umberto Milletti, Chief R&D Officer at Demandbase

• Angelle Stromeyer, RVP Customer Success at Demandbase

• Erika Setla, Sr. Director, CX Strategy & Ops at Demandbase

About the Guest

Craig Chiofalo is a customer-focused leader with over 20 years of experience directing customer support, service, and success teams across SMB to enterprise clients. Currently Vice President of Support Engineering at Demandbase, Craig leads a Stevie Award–winning team recognized for delivering outstanding customer service. He brings a proven track record of building high-performing, collaborative teams that exceed goals, with a leadership style rooted in fairness, energy, and a deep passion for technology.

Craig has held key roles at IBM, Silverpop, CallRail, Calendly, and Salsify, often joining during critical growth phases to scale operations, implement smart automation, and drive cross-functional alignment. His expertise spans platforms like Salesforce, Zendesk, Jira, Confluence, and SQL—always with a hands-on, data-informed approach to delivering exceptional customer outcomes.

Episode Summary
In this episode of OnBase, host Chris Moody chats with Maximus Greenwald about reimagining traditional outbound strategies through a concept he calls "warmbound"—the fusion of outbound execution with inbound energy. Maximus walks us through the broken state of traditional lead scoring, the inefficiencies of outdated TAM/SAM/SOM frameworks, and why marketers should own the pipeline.

He breaks down how intent signals, AI, and horizontal marketing teams will reshape the future of GTM. Maximus also shares how he tests big bets as a founder, what marketers can learn from enterprise sellers, and how personalization must evolve in the age of generative AI.

Key Takeaways

• Warmbound, Not Outbound: The strict division between inbound (marketing) and outbound (sales) is outdated. The future is unified, pipeline-first, go-to-market strategies driven by intent.

• Classic Lead Scoring Is Broken: Rigid filters based on outdated firmographics miss major ICP opportunities. AI can dynamically model what actually drives revenue.

• Signal Stacking Is the New ICP: Combine CRM, intent data, buyer behavior, and historical signals to build a more accurate, real-time picture of purchase readiness.

• Marketers Should Own Pipeline: With the right data and tools, marketing can—and should—run outbound motions and be comped like sellers.

• Horizontal Over Vertical Marketing: Organize teams around the buyer journey stages (cold, warm, hot) instead of just marketing channels.

Quotes

“Inbound versus outbound is a false dichotomy. Your outbound should drive inbound, and your inbound should fuel outbound. It's all one team now.”

“You don’t stay in someone’s TAM forever. SOM is dynamic. A lead heats up, cools down, and reenters. We need systems that move with that fluidity.”

Best Moments

• 03:00–05:00 – From Google Maps to SaaS: Maximus shares how he transitioned into sales and marketing.
• 06:30–09:00 – What’s broken in lead scoring—and how AI can fix it.
• 13:00–16:00 – Rethinking TAM, SAM, and SOM as dynamic, not static.
• 20:00–24:00 – The rise of the horizontally structured marketing org.
• 28:00–31:00 – Why marketers should carry a quota—and get paid like enterprise reps.

Tech Recommendations

• Autobound – An AI-powered sales copywriting tool that personalizes based on deal-winning language.
• Default – An Inbound lead routing and scheduling engine.

Resource Recommendations

Podcast:
30 Minutes to President's Club.

Report:
The 2025 State of Marketing Report by HubSpot.

Shout-outs

Episode Summary

In this episode of OnBase, host Chris Moody sits down with Susan Bloomfield to discuss the power of authentic storytelling in aligning marketing and sales. Susan shares her journey from research to marketing leadership and how she built her expertise in business development. She dives deep into the three P’s of storytelling—People, Passion, and Purpose—and how they drive engagement and differentiate brands.

She also highlights how marketing can support sales in a way that feels genuine, engaging, and human—while still delivering measurable results. If you’re looking to create a brand strategy that resonates and builds strong relationships, this conversation is a must-listen!

Key Takeaways

• The Three P’s of Storytelling: A compelling marketing strategy is built on People, Passion, and Purpose—focusing on the human side of business and brand identity.

• Sales & Marketing Alignment: To effectively align marketing and sales, marketers must ensure that content and branding support real customer conversations.

• Authenticity Wins: Customers connect with brands that tell relatable, real stories rather than generic, polished corporate messaging.

• The Role of AI in Marketing: AI can assist with content generation, personalization, and campaign testing, making storytelling and brand engagement more scalable.

Episode Summary

In this episode of OnBase, host Chris Moody sits down with Caroline Quinn to explore the nuances of optimizing Account-Based Marketing (ABM) strategies. Caroline shares her deep insights on defining the right ABM mix, navigating between one-to-one, one-to-few, and programmatic ABM approaches, and ensuring marketing investments align with business priorities. She also highlights the importance of curiosity, listening skills, and marketing technology in executing successful ABM programs.

With practical frameworks and real-world examples, this discussion is essential for marketers looking to refine their ABM strategies and drive meaningful engagement with key accounts.

About the Guest

Caroline is an enterprise technology marketer specializing in account-based marketing (ABM) and demand generation. At Cloudflare, she drives demand through targeted campaigns for strategic accounts. Her past roles include building a $65M ABM program at Blue Yonder and developing ABM strategies for sellers at tech organizations such as Google and Apple at PipelineIQ. Caroline began her career at Kronos (now UKG).Monterrey.

Connect with Caroline

Key Takeaways

- Balancing the ABM Pyramid: A strong ABM strategy requires the right mix of one-to-one, one-to-few, and one-to-many approaches. Over-rotating on either extreme can lead to inefficient resource allocation.

- The Power of Discovery: A successful ABM program starts with deep discovery—marketers must listen to sellers, understand account needs, and customize approaches accordingly.

- Tech-Enabled Personalization: While ABM technology can help scale efforts, marketers must also define key engagement signals manually to ensure flexibility and relevance.

- Justifying ABM Investments: To secure buy-in for one-to-one ABM, marketers should use intent data, pipeline signals, and phased investment approaches to demonstrate ROI.

- Content as an ABM Multiplier: AI-driven content repurposing can significantly enhance the impact of ABM efforts, making it easier to tailor messaging to different segments and accounts.

Quotes

"The best ABM programs are fluid—accounts should move between tiers based on their intent and engagement."

Tech Recommendations

- Demandbase – For account intelligence and ABM execution.

- Sendoso – Direct mail platforms for personalized account engagement.

- Pipeline IQ – For account profiling and intelligence.

- Boardroom Insiders – Executive profiling tool for ABM personalization.

- Folloze – Landing page and campaign personalization tool.

Recommended Resource

Books:
Multipliers by Liz Wiseman – A must-read for leaders aiming to maximize team performance.

Episode Summary

In this episode of OnBase, host Chris Moody sits down with Chad Holdorf to discuss how agentic AI is revolutionizing B2B go-to-market strategies. They explore the rise of AI-driven agents, why automation leaders are doubling down on AI, and the biggest mistakes B2B teams make with AI adoption. Chad also shares real-world use cases from Demandbase, showing how AI agents streamline workflows, enhance intent-based targeting, and deliver predictive recommendations to sales and marketing teams.

If you're a sales or marketing leader, this episode will give you actionable insights on how to integrate AI-powered GTM workflows while ensuring data accuracy, personalization, and efficiency.

Key takeaways:

• AI Agents Are Reshaping GTM – AI-driven agents can help 10x productivity, making teams more efficient while removing friction from sales and marketing workflows.

• The Biggest AI Mistake – Companies focus too much on the technology itself rather than on solving real customer problems. AI should be outcome-driven.

• From Data Overload to Actionable Insights – AI-driven intent signals analyze vast amounts of GTM data, surfacing key insights and next best actions for sales and marketing teams.

• AI SDRs Are Failing Without Context – AI agents that lack proper customer data make embarrassing mistakes, like sending irrelevant emails to buyers who already know the product.

• Agent Base: AI with Context & Accuracy – Demandbase’s Agent Base ensures that AI-driven sales and marketing actions are informed by accurate, unified data, preventing misalignment between teams.

• AI Must Be Embedded in the Workflow – AI agents should enhance existing workflows rather than requiring users to switch between multiple tools, ensuring smooth execution.

• Future of AI in B2B – The next wave of AI will focus on deep research capabilities, personalized recommendations, and predictive actions, eliminating guesswork for GTM teams.

  
  

  Quotes:

"The most powerful AI agents aren't just about automation – they’re about solving real customer problems and making revenue teams more effective."

"Without the right data, AI agents are just noise. The difference between success and failure in AI-driven GTM is data accuracy and context."

Best moments:

• 03:00–05:00: Chad shares his journey to Demandbase and his vision for AI-powered GTM strategies.

• 08:00–10:00: Why AI adoption is skyrocketing but the execution still lags behind in B2B companies.

• 12:00–15:00: Breaking down how Agent Base delivers real-time AI-driven insights without adding complexity.

• 18:00–22:00: The biggest failures of AI SDRs and how data-driven AI agents can solve these issues.

• 25:00–30:00: The future of AI in sales & marketing – from predictive modeling to agent-driven engagement.

  Tech recommendations:

• Perplexity AI – AI-powered deep research for customer insights & content generation.

• OpenAI / Gemini – AI tools for data processing & workflow automation.

  
  

  Book recommendations:

• The Inner Game of Tennis by W. Timothy Gallwey – A classic on performance psychology & learning through observation.

  
  

  Podcast recommendations:

• My First Million – A business podcast that breaks down growth strategies & success stories.

  
  

  Leaders to follow:

• Gabe Rogol, CEO at Demandbase

• Umberto Milletti, Chief R&D Officer at Demandbase

• Kelly Hopping, CMO at Demandbase

• Marc Benioff, Chair & CEO at Salesforce.

• Parker Harris, CTO at Salesforce

  
  

  Sign up for Agentbase

• Meet Chad at the Forrester B2B Summit (March 30) & EMEA Conference in London (April 30).

• Sign up for Demandbase’s AI Agent Design Partner Program – coming soon!

• Follow Chad Holdorf on LinkedIn for AI-driven B2B insights.

  
  

  About the guest:

  Chad Holdorf is VP of Product at Demandbase, leading product to transform how marketers drive pipeline and revenue. With 15+ years in product, including leadership roles at Pendo, Salesforce, and John Deere, he builds high-performing teams, drives bold product strategies, and delivers results.
  Connect with Chad Holdorf.

Episode Summary

In this episode of OnBase, host Chris Moody sits down with Judit Szabo to discuss the complexities of aligning account-based strategies within diverse tech environments. With organizations facing challenges in tailoring ABX (Account-Based Experience) initiatives across different teams, tools, and processes, Judit shares her insights on how to execute ABX successfully.

From understanding skill sets that drive alignment to navigating sales and marketing collaboration, she provides actionable insights on overcoming common obstacles, measuring success, and adapting methodologies for different organizations.

Judit also explores the role of AI in account-based strategies, how technology enhances personalization, and why holistic, data-driven approaches are critical for long-term success.

About the Guest

Judit is a  B2B marketing leader with 15+ years at IT Software and Services companies, Judit has PR and Media experience prior to joining the Tech industry. She was the winner of the 2019 Forrester ROI Honours Award in Europe for sales & marketing alignment at TIBCO Software with the introduction of transformative, industry-led value based GTM strategies.

 She has a strong passion for building and leading global teams with a sweet spot for Demand Generation and Growth Marketing, leading the development and management of integrated marketing strategies and execution to deliver growth and revenue for the business. She has experience in campaign and content management, digital, field, partner, and account-based marketing as well as data and performance-led marketing operations, advocating cross-functional collaboration across Marketing, Sales, Product and Operations with special focus on finding ways to optimise and orchestrate business processes in support of strategic objectives.

 In her free time, she’s an avid yoga practitioner, as well as a volunteer baker at her local National Trust estate in England.

Connect with Judit Szabo

Key Takeaways

Episode Summary

In this episode of OnBase, host Chris Moody sits down with Chad Sollis to discuss why digital accessibility is a strategic priority for brands today. Chad shares his journey from graphic design to marketing leadership, highlighting the importance of accessibility in enhancing brand reputation, compliance, and consumer loyalty. He breaks down the key principles of accessibility, how it impacts SEO, and best practices for embedding accessibility into marketing and product development.

Key Takeaways

-Digital Accessibility is a Brand Imperative: One in four Americans has a disability, representing $20B in buying power. Accessible experiences foster loyalty and repeat business.

-SEO and Accessibility Go Hand-in-Hand: Proper use of header tags, alt text, and navigation structures benefits both search rankings and user experience.

-Prioritizing Accessibility in Design & Development: Integrating accessibility into design, development, and QA processes ensures it becomes a natural part of content creation rather than an afterthought.

-Measuring ROI on Accessibility: Companies that invest in accessibility see improved website traffic, increased conversions, and long-term customer loyalty.

Quotes

"When companies design for accessibility, they’re not just meeting compliance requirements—they’re creating more inclusive and engaging experiences for all customers."

Best Moments

03:00–05:00 – Chad’s unconventional journey from graphic design to marketing leadership.

10:00–13:00 – Why accessibility should be a strategic priority for senior leaders.

15:00–18:00 – The connection between SEO and accessibility: how structure improves discoverability.

22:00–25:00 – Overcoming accessibility challenges and integrating best practices into business processes.

30:00–33:00 – How brands can measure the ROI of their accessibility initiatives.

Tech Recommendations

Storyblok – Headless CMS that streamlines content personalization and accessibility.

Amplience- An AI content platform.

Mutiny – AI-driven personalization platform to optimize user experiences.

Resource Recommendations

Books:

-Extreme Ownership by Jocko Willink

-How to Win Friends and Influence People by Dale Carnegie

Shout-outs

-Scott Harris, VP of Performance Marketing at Box.com – Marketing expert with a deep understanding of growth strategies.

-Nick Rico, Chief Commercial Officer at Lucid Software – Growth leader with a background in finance and marketing.

-Manuel Rietzsch, VP, Revenue Marketing at AudioEye – Revenue marketing leader driving accessibility-focused initiatives.

About the Guest

Chad Sollis is a seasoned marketing and product leader with over two decades of experience in driving business growth and innovation across various industries. As the Chief Marketing Officer, Chad spearheads strategic initiatives in brand development, product marketing, growth, revenue operations, and customer engagement.

As a data-driven executive, Chad has demonstrated a remarkable ability to scale businesses, having contributed to the growth of companies from $30 million to $3 billion in annual revenue and helping 4 companies execute successful IPOs. With a diverse background that includes leadership roles at market-leading companies such as Adobe, Pluralsight, Vivint, and Traeger, he has generated a wealth of expertise in marketing, digital products, and technology spanning both B2B and B2C sectors.
Connect with Chad.