Tailwind Marketing

AI can help you move faster. It can also help you make bad marketing faster.

Paula Carneiro Cox and Carlos get into what has to come before the prompts: stories buyers actually see themselves in, data you can use, and enough human judgment to know what's worth testing in the first place. From there, the conversation lands where B2B marketing eventually has to: the meeting. Clicks, impressions, and form fills can point you in the right direction, but they don't pay the bills. The real signal is whether the right people take the call, whether the message holds up once sales gets involved, and whether marketing is listening hard enough to learn why deals move or die. AI can spot patterns. It can sharpen the work. But it can't replace taste, context, or trust. And in B2B, trust still closes the gap.

Healthcare IT doesn't care about your cold emails. Larry Kaiser learned this the hard way.

In this episode, Larry and Carlos break down what happens when you build a marketing program in an industry where relationships trump everything. From cutting a website's word count by 60% to turning subject matter experts into content collaborators using AI (but keeping it human), Larry's approach is methodical, grounded, and refreshingly free of traditional marketing tactics. They talk about why lead gen services get politely declined every week, why half his budget goes to events, and how growing a LinkedIn community by 188% in two years translates to real pipeline. If you've ever wondered whether content actually drives revenue or just makes you feel productive, this one's required listening.

Jonathan Huang is the Head of Global Digital Marketing at Spinnaker Support, a global provider of on-premise and cloud-based enterprise software support services. With over 12 years of experience in digital marketing, e-commerce, and content production, Jonathan's diverse background ranges from IT services to working with an NBA team. In his role, he leads demand generation efforts and specializes in crafting strategies that drive sales for enterprise software support services. He is known for his creativity in addressing marketing limitations in B2B and B2C companies.

In this episode of the Tailwind Marketing Podcast, Carlos Corredor talks with Jonathan Huang, Head of Global Digital Marketing at Spinnaker Support. Jonathan shares his insights on aligning sales and marketing teams under one revenue umbrella, emphasizing the importance of clean data and collaboration. He also discusses key tactics for demand generation in long sales cycles and how his team improved their pipeline by focusing on bottom-funnel actions and leveraging SEO to expand top-funnel reach.

COVID crushed events. Then AI, automation, and inbox spam made everyone forget how to talk to people.

In this episode, Jocelyn Sexton and Carlos break down what's actually working with events, and why the ROI isn't in the booth. From "just go to the bar" tactics to how to avoid webinar fatigue, they show how to make people care, follow up like a human, and stop treating every interaction like a pitch. Whether it's a conference, a dinner, or a podcast, if you're not building a real relationship, you're just wasting time, effort, and budget.

The buyer's journey has changed and so should your marketing. In this episode, Jeff Bradburry and Carlos Corredor talk through how the shift to digital has changed what marketing needs to focus on. It's no longer about pushing content or chasing clicks, but about creating qualified opportunities that lead to real pipeline. They challenge the idea of being "data-driven" when the data is just clicks, and explain why cold email or paid search still have value—it all depends on where the buyer is in their process. If your marketing isn't tied to sales, it's not doing its job.

There's something about B2B that makes marketers want to sound like robots. Brian Krenzer's not here for it.

In this episode, he and Carlos break down what B2B marketers can steal from consumer brands—and what they still get wrong. From defining your ICP to fixing the planning phase, Brian's take is practical, punchy, and grounded in math. Not vibes. They talk about how your buyer is a person (not a persona), how to explain your product in three sentences (or less), why metrics without context are a trap, and how first-party data is now more important than ever. If you're chasing ROAS without knowing margin, you're not managing pipeline. You're gambling with a blindfold. And if you've ever run paid ads that "performed" but still got you fired, this one's for you.

Marketing isn't about cranking out perfect, timeless content anymore—it's about moving fast when nothing sits still. In this episode, Kate Bitely joins Carlos to talk about the messy reality of marketing through hyper-growth, mergers, and running lean. Forget "evergreen." Think AI as your extra teammate, there for speed and sparks. And here's the twist: the best marketers inside your company might not sit in marketing at all.

What if everything you're doing to "build" a community is driving it away?

Jason Baum's journey into community-building started in unexpected places—before it became a B2B buzzword.

In this episode, he and Carlos unpack what most brands get wrong about building a community: it's not a channel, it's not a forum, and it's definitely not a short-term play. From getting people to care, to earning trust before asking for attention, they explore what it really takes to build a space where people feel they belong and want to stay. Because in the end, a community isn't a channel. It's a relationship—and if it's not genuine, it won't stick.

The robots can write. That's not the problem. The problem is they can't sound like you. And if your content doesn't sound like you, it might as well be invisible. This episode covers copywriting in the AI era—where prompts meet point of view, sales teams drop blog ideas into Slack, and marketers try to rank on Google without losing their soul. Carlos and Shelly peel back the curtain on how real teams build content that says something. From "make sure this ranks" to "make sure this matters." Because in the end, content isn't a deliverable. It's a handshake. And if it doesn't feel human, it won't land.