Many B2B companies allocate most of their growth budgets to acquiring new customers, often overlooking the significant revenue potential within their existing client base. Despite clear evidence that improving retention increases profits, customer marketing remains underutilized. In this episode of Predictable B2B Success, we examine why organizations frequently miss opportunities within their CRM and how tapping into this resource can drive substantial growth.

This week’s guest is Paul Schmidt, VP of AI and Innovation at SmartBug Media, the world’s largest HubSpot agency partner. Drawing on a decade of experience working with hundreds of B2B companies, Paul discusses common reasons for CRM implementation failures, the impact of AI agents on internal operations, and the key drivers of efficiency that go beyond simply adding new tools. He also identifies the critical factors that determine whether a CRM becomes a valuable business asset or an underused repository for customer data.

Paul shares insights on the often-overlooked value of customer marketing, as well as lessons learned from launching and discontinuing new services. He also addresses the requirements for effective AI adoption by leadership and emphasizes the importance of clean data in answer-engine optimization. This episode offers actionable strategies for driving B2B growth in a rapidly evolving landscape.

Some topics we explore in this episode include:

• Why do so many CRM systems end up as expensive, unused databases?
• What’s stopping B2B companies from unlocking the profit power of customer retention?
• How can you launch impactful customer marketing with zero new budget or headcount?
• Are your AI initiatives really driving ROI—or just shiny distractions?
• Why is clean, structured data the game-changer for successful AI adoption?
• Can your service catalog withstand a data-driven audit to assess true market fit?
• What can failed AI and service launches teach you before your next big bet?
• Will your organization’s approach to AI adoption accelerate—or block—innovation?
• How are AI-driven search engines rewriting the rules of B2B demand generation?
• What will agencies need to do to stay indispensable as clients build their own AI solutions?