Revenue Makers

When precision meets passion, LinkedIn advertising takes off.

In this episode, AJ Wilcox, founder of B2Linked, joins Adam Kaiser to discuss what's new and what’s next for LinkedIn Ads. AJ shares how years of managing campaigns for some of LinkedIn’s biggest advertisers shaped his approach to targeting, measurement, and ROI. He zooms in on how improved reporting tools and better-quality data are helping marketers shift budget from search to social with confidence.

He’s helping brands rethink LinkedIn strategy, avoid costly pitfalls, and use personalization and thought leadership ads to connect more authentically, proving that when it comes to B2B, relevance always wins.

In this conversation, you’ll learn:

• How B2B marketers are shifting ad spend from search to LinkedIn for higher-quality leads
• Why personalization and thought leadership ads are driving the next wave of performance on LinkedIn
• How to avoid the five most common (and costly) LinkedIn Ads mistakes
• Why understanding LinkedIn’s new measurement tools is key to proving ROI

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When marketing meets finance, the data gets real.

In this episode, George Samaras, Head of Marketing Operations at Ataccama, joins Adam Kaiser to zoom in on what happens when marketing ops reports directly to the CFO.

George explains how being part of the finance org reshaped his view of marketing metrics, moving from campaign performance to pipeline impact and revenue accountability. He also outlines how Ataccama’s RevOps model unites marketing, sales, and customer success around one shared source of truth for better GTM visibility.

You’ll hear how he’s helping bridge the gap between creative strategy and financial outcomes, what he’s learned about efficiency from the finance lens, and why marketers need to start thinking in terms of dollars, not just engagement.

In this conversation, you’ll learn:

• How sitting under finance changes the way marketing ops measures success

• Why marketers should frame results around revenue generation or cost savings

• How RevOps alignment improves data visibility and decision-making

• Why financial fluency is becoming a must-have skill for modern marketers

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(00:00) Introducing George Samaras

(01:03) Why marketing ops now reports to finance at Ataccama

(03:57) How financial alignment changes marketing measurement

(05:49) Evaluating MQLs, pipeline, and event ROI

(07:14) How AI and SEO shifts are impacting acquisition strategy

(08:14) Attribution challenges and in-house solutions using Salesforce and 6sense

(10:02) Lessons from sitting under the CFO’s org

(11:17) How finance influences marketing budgets and ROI analysis

(13:30) Why marketing ops needs to think like finance

(14:51) Acting as “Switzerland” between marketing and finance

(16:35) How shared data builds credibility for marketing

(18:17) The most unrealistic request George has ever received

Most deals are won long before the competition even shows up.

In this episode, Meg Noonan, Senior Manager of Global Campaigns at Bugcrowd, joins Adam Kaiser to discuss how her team runs competitive takeout campaigns that get ahead of rivals before they make a move.

Meg zooms in on how Bugcrowd uses intent data to spot competitors early, reach out first, and craft messaging that focuses on solving buyer pain points and not tearing others down. She explains how third-party reviews and customer testimonials back up every claim, and why thoughtful enablement is key to helping sales teams execute with confidence.

In this conversation, you’ll learn:

• How competitive takeout campaigns win when paired with a strong content strategy
• How intent data helps spot competitors and prospects early
• Why pain points and proof outperform competitor bashing
• Why reaching out first can be the dealmaker in competitive sales

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Half of today’s B2B buyers are now starting their journey inside an LLM instead of Google.

In this episode, Sydney Sloan, Chief Marketing Officer at G2, joins Adam Kaiser to unpack how AI is reshaping the buying process and what that means for marketers. She shares insights from G2’s latest buyer behavior study, including the rapid rise in LLM adoption, and explains how the shift from SEO to what she calls “answer engine optimization” is changing where and how brands show up.

Sydney also breaks down how G2 is adapting its content and review strategies to meet this new reality, why integrating review generation into the product experience is a winning formula, and what leaders can do to keep pace in an AI-first world. From redefining KPIs to rethinking website design, she highlights the competitive advantage of acting early and building trust where buyers now start their search.

In this conversation, you’ll learn:

• Why 50% of buyers are starting their search with LLMs instead of Google
• Why review strategies and user-generated content are critical in the “answer economy”
• How marketers can adapt content, KPIs, and websites for an AI-first buying journey
• How AI-driven buyer behavior is shortening sales cycles and shrinking vendor shortlists

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When AI cranks out faster campaigns and copycat content, brand and creativity are your only edge.

In this episode, Bruno Bertini, Chief Marketing Officer at 8x8, joins Adam Kaiser to share how his team launched ‘The Power of You’ campaign, a bold brand play that put customers at the center and proved that AI can amplify creativity rather than dilute it.

Bruno walks through the thinking behind the rebrand, why differentiation in SaaS can no longer rely on product alone, and how 8x8 used AI-powered production to create customer stories that were fun, emotional, and memorable, all while cutting through a crowded B2B space.

In this conversation, you’ll learn:

• Why 8x8 chose to differentiate through brand instead of product

• How ‘The Power of You’ campaign put customers in heroic roles while telling authentic stories
• Why AI lowered production costs and expanded creative possibilities
• How brave marketing can help B2B teams build human connection and stand out

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The website isn’t dead, it’s evolving into something far more powerful.

• Why the website is still central to buyer engagement and how it’s shifting from static to active role
• The difference between page-level and journey-level personalization, and why the latter matters most for scale
• How to map and segment content assets to align with industries, personas, and buying stages
• Why LLM-referred visitors behave differently and how to optimize their experience

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Reaching the 75th episode is more than a milestone, it’s a moment to look back at the evolving world of marketing, AI, and what’s next for revenue leaders.

Adam and Saima highlight memorable episodes, including their conversations with Seth Godin, Leah Davidson, and Tricia Gelman. They zoom in on the evolving role of AI in B2B marketing, including the rise of zero-click search and the implications for SEO strategies.

• How AI is transforming marketing and sales strategies
• Why AI fluency is now a must for marketing teams
• The impact of zero-click search on SEO and content strategy
• How CMOs are adapting to AI-powered workflows and processes

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PE-backed leadership comes with big expectations and big opportunities.

• Why 50% of PE-backed CEOs don’t make it through the hold period and how to be in the other half
• How to connect every role to the investment thesis and value creation plan
• What “relentless focus” looks like in action
• How to scale yourself and your team without burning out

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Shifting to buying groups isn’t just a strategy change. It’s a cultural shift that touches everything from campaigns to content to measurement.

• Why Veeam shifted to a buying group model and how they got started
• How they identified and filled content gaps across personas and the buyer journey
• How they evolved their measurement model, including buying group scoring and attribution
• Why AI is now considered a “persona” in their buying groups

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(00:00) Introducing Yesica Schaaf

Imagine integrating AI into your marketing strategy to automate workflows and drive measurable results across your team.

In this episode of Revenue Makers, Rachel Truair, CMO at Simpro Software, shares her experience of embedding AI within her marketing organization.

Rachel talks about her team’s shift from initial AI experimentation to fully operationalizing AI. She highlights how AI is now embedded in everything her team does, from optimizing workflows to building better customer personas. She also gives practical examples of how AI tools are transforming processes, increasing efficiency, and enhancing customer insights.

• The cultural shift required to adopt AI across marketing teams
• How AI is used to automate workflows, campaigns, and inbound outreach
• The importance of data-driven decision-making and how AI supports this process
• The role of AI in voice of the customer initiatives and digital twins for persona-building

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