For years, B2B marketers stuck to predictable, overly rational campaigns, believing it was the only way to build trust. But times have changed and B2B marketing is finally breaking free from what’s boring.

In this episode, Joel Harrison, Founder and Editor-at-large of B2B Marketing, reveals the five key trends shaping the future of B2B. Joel explores how today’s top marketers are leaning into creativity and emotion to forge deeper connections with their audiences. He also shares why those bold ideas are essential for brands to truly stand out in a crowded market.

In this episode, you’ll learn:

• The five trends shaping B2B marketing in 2025
• Ways to break free from the tedium of traditional B2B campaigns
• The role of entertaining experiences in building brand loyalty

Jump into the conversation:

(00:00) Introducing Joel Harrison

(05:01) Highlights from the B2B Marketing Awards

(08:05) The resurgence of long-form content

(11:50) The rise of B2B influencers

(14:08) Data visualization in B2B campaigns

(15:40) Gamification to engage audiences

(18:37) The expanding role of audio in B2B

(21:52) Pushing the boundaries of B2B marketing

Building a marketing function from the ground up is no small feat, especially when the pressure is on to deliver results fast.

In this replay episode, Kelly Wenzel, CMO of Andela, shares her experience leading a complete marketing turnaround. From fixing broken processes and re-aligning with sales, Kelly details what it takes to transform a team and achieve success. She also opens up about the challenges of managing executive expectations while keeping her team motivated during a period of intense change.

In this episode, you’ll learn:

• How to rebuild a marketing function from scratch
• Tips for earning trust and leading teams through uncertainty
• The importance of alignment for teams involved in the revenue process

Jump into the conversation:

(00:00) Introducing Kelly Wenzel

(02:04) Starting a marketing rebuild

(06:04) Building the foundation: People, Process, and Infrastructure

(11:29) Launching a product under pressure

(15:44) Building trust with stakeholders and your team as a new CMO

(22:03) Driving change with cross-functional teamwork

Proving ROI, maximizing impact with limited budgets, and staying ahead of industry trends—these are just a few of the common struggles faced by Chief Marketing Officers. Having been a CMO herself, Heidi Melin now helps others tackle these challenges head-on.

Heidi Melin is a Senior Operating Advisor at Hellman & Friedman, where she guides marketing leaders across B2B and B2C companies. In this replay episode, she shares strategies for aligning with sales teams, building a quality pipeline, and leveraging AI to enhance productivity.

In this episode, you’ll learn:

• How to build trust and alignment between marketing and sales teams
• The evolving role of marketing in revenue strategy
• A more effective way to think about attribution and closed-won deals

Jump into the conversation:

(00:00) Introducing Heidi Melin

(02:10) Advising CMOs at Hellman & Friedman

(08:08) The biggest challenges CMOs face today

(11:30) CMOs stepping up to own the long-term pipeline

(16:28) Aligning sales and marketing teams on the revenue process

(19:48) What makes a good CMO?

(22:12) Enhance productivity with AI

(25:21) How to think about attribution

Gone are the days when marketers relied on broad, generic campaigns in hopes of catching a few leads. There’s a better way: focusing on the right accounts with a more targeted and strategic approach.

In this replay episode, Casey Carey, CMO at TCP Software, discusses the process of shifting from traditional lead-based sales to Account-Based Marketing (ABM). Casey shares how to tackle common challenges like gaining sales alignment and crafting a strong Ideal Customer Profile (ICP). He also highlights why the biggest barrier to ABM success isn’t technology—it’s change management.

In this episode, you’ll learn:

How to align cross-functional teams around a unified ICP

Why ongoing iteration and adaptation are critical for ABM success

How to measure engagement beyond traditional lead metrics

Jump into the conversation:

(00:00) Introducing Casey Carey

(02:23) What is an Account-Based Strategy?

(05:02) Marketing and sales alignment

(08:49) Identifying your ICP

(13:22) Getting stakeholders on board for ABM

(19:29) The overlap between MQL, ABM, and PLG

(23:38) Casey’s successful ABM campaign

(30:17) Using tech to connect the dots

We’ve hit the big 5-0! What have we learned from 50 episodes of Revenue Makers?

Aside from the fact that Adam and Saima always have something to say, we’ve gathered a wealth of insights along the way.

In this episode, Saima Rashid and Adam Kaiser revisit the episodes that have sparked the most conversations and impact: Cold calling, Account-Based Marketing (ABM), and revenue operations.

With 50 episodes under our belt, we’re just getting started! Tune in and tell us what you think—we’re all ears for your feedback.

In this episode, you’ll learn:

• Actionable tips for improving cold calling and prospecting
• Best practices for building a high-performing revenue operations team
• How to adjust your ICP as market conditions evolve

Jump into the conversation:

(00:00) Celebrating 50 episodes of Revenue Makers

(04:47) Effective cold-calling strategies

(06:55) Understanding the customer journey & attribution

(10:32) The evolution of revenue operations

(12:59) Know your ICP and its impact on planning

(17:56) Challenges of shifting to an ABM approach

There can be no demand without a strong brand.

In this episode, Benjamin O’Dell, Global Director of Demand Generation at Exclaimer, reveals how the company rebranded and transitioned to an Account-based marketing (ABM) strategy. Ben explains how Exclaimer built a strong brand identity through partnerships, ambassadors, and a deeper understanding of their ICPs. He also shares key lessons on personalization, aligning go-to-market teams, and leveraging AI to enhance operations.

In this episode, you’ll learn:

• Key steps to transitioning from an inbound strategy to an ABM approach
• Strategies to overcome buyer indifference
• Practical ways to use AI to streamline workflows

Jump into the conversation:

(00:00) The power of brand with Benjamin O’Dell

(02:23) Exclaimer’s rebrand and its effects

(05:36) Building a strong brand identity

(08:39) Testing ABM and personalization strategies

(13:32) Using AI to streamline marketing efforts

(15:32) How to combat buyer indifference

(18:21) Exclaimer’s accelerated growth strategy

Sales teams face immense pressure to meet monthly quotas, which often lead them to resort to tactics that prioritize their convenience over the customer’s needs.

It’s time for sellers to step up and truly give a sh*t.

In this episode, Jen Allen-Knuth, Founder of DemandJen, talks about what it means to care about your prospects. Having been in sales for 18 years, Jen points out the common pitfalls for sellers such as relying on outdated scripts, generic outreach, and shallow research.

When sellers can demonstrate an understanding of their customer's pain points, they earn trust that lasts beyond the first call.

In this episode, you’ll learn:

• How to preempt and overcome the status quo with proactive messaging
• The three outdated sales motions you should stop using
• Ways to build relevance and urgency in every buyer interaction

Jump into the conversation:

(00:00) Customer-centric sales with Jen Allen-Knuth

(06:40) Why most deals are lost to the status quo

(09:48) Three outdated sales motions

(13:28) The problem prompter framework

(22:06) How to engage with “learners” vs. “hand raisers”

(25:56) Leveraging AI for better outreach

When there’s so much content competing for attention, customers crave experiences that feel personal and relevant.

In this episode, David Edelman discusses insights from his book, Personalized: Customer Strategy in the Age of AI. With decades of experience as a CMO, David shares his five core tenets of personalization and explores ways to measure their success. David also touches on how AI can help brands design better customer experiences that scale.

In both B2B and B2C, David demonstrates how personalization serves as a powerful differentiator, relying on cross-functional alignment and a customer-centric approach.

In this episode, you’ll learn:

• How to leverage AI for scalable, context-driven personalization
• Why personalization requires a cross-functional approach across departments
• Examples of personalization done right in B2B

Jump into the conversation:

(00:00) Marketing personalization with David Edelman

(05:22) Personalization in B2B

(10:09) Personalization is cross-functional

(12:46) Using AI appropriately for better customer experience

(17:29) How to start personalization efforts

(20:00) Core marketing principle: The 4C analysis

( 22:10) Measuring success in personalization

Resources:

Personalized: Customer Strategy in the Age of AI - https://www.amazon.com/Personalized-Customer-Strategy-Age-AI/dp/1647826276

Do you get tongue-tied when you’ve got to talk with the C-suite? You’re not alone.

Learn from Carilu Dietrich, former CMO turned hypergrowth advisor, as shares her insights on how to communicate with executives. Having been in the C-suite herself, Carilu explains why too much detail can work against you and how top leaders are looking for clear recommendations backed by key data points.

Learn how to deliver high-level insights that balance strategy with detail, using Carilu’s tips for crafting concise board presentations and emails that stand out to busy executives.

In this episode, you’ll learn:

• Essential skills for balancing detail with big-picture insights
• The five pillars of effective communication and its applications
• How to anticipate and prepare for the questions executives will ask

Jump into the conversation:

(00:00) Executive communication with Carilu Dietrich

(02:26) “Too much detail makes you look junior”

(05:42) How to write effective emails to executives

(07:03) Present just the right level of detail

(12:17) The five pillars of effective communication

(17:22) Boards expect competency and communication

(20:25) Impress your C-suite interviewers

(23:56) Tips for board presentations and high-level meetings

When does it make sense to build a category, and when is it just a costly distraction?

In this episode, Jen Gray, SVP of Marketing at Recharge, shares her perspective on category creation. Having worked with companies like Qualtrics and Adobe, Jen outlines the benefits and risks of category creation—and why product positioning often comes first. She offers advice on how to make the case for a new category, the pros and cons to consider, and strategies for gaining leadership buy-in.

Whether or not you pursue category creation, Jen emphasizes the need to examine your brand’s messaging to strengthen its position in the market.

In this episode, you’ll learn:

• The real costs, risks, and rewards of creating a new market category
• Why product positioning is often the best starting point for growth
• How to refine brand messaging to connect with customers more effectively

Jump into the conversation:

(00:00) Introducing Jen Gray

(01:51) The pros and cons of creating a new category

(08:41) Know your position in the market

(10:20) Category creation gone wrong

(12:31) How to gain leadership buy-in for category creation

(14:35) Shape your brand’s thought leadership

(17:57) Types of product positioning