AI is everywhere — even powering toothbrush ads. But in a world obsessed with automation, it’s easy to forget what actually drives B2B growth: people. In this episode of Account-Based Beverages, host Jim Gilkey sits down with Joe Pettit, Director at Bora, a cybersecurity marketing agency built on human-to-human connection. Joe shares why people are buying from people, not organizations, and how genuine relationships fuel long-term business growth. From building trust that lasts even after a prospect changes companies, to creating content rooted in real conversations instead of generic AI outputs, Joe shows why listening and communication still matter most.

👤 Guest Bio

• Joe Pettit is Director at Bora, a cybersecurity marketing agency specializing in content creation, sales lead generation, and social media management. Focused on human-to-human connection, Joe emphasizes the power of relationships, listening, and communication to drive growth in the cybersecurity space.

📌 What We Cover

• Why “people buy from people” is more important than ever in B2B
• How AI-driven content often falls short without human critical thinking
• The role of strong account managers, writers, and project managers in scaling an agency
• Why referrals and long-term relationships outperform outbound campaigns
• Listening as a growth strategy: understanding client needs before offering solutions
• How talking to engineers, sales teams, and experts generates unique, valuable content
• The risks of over-relying on tools like ChatGPT without human verification
• Why human connection ensures clients think of you when they’re back in market

🔗 Resources Mentioned

• Bora – Cybersecurity Marketing