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In this episode of the Fide Podcast, Dan Beresh speaks with Daphne Luchtenberg, Global Marketing Director for McKinsey Operations Consulting, about what makes B2B marketing and client storytelling actually work.

Daphne shares why the fundamentals of B2B marketing still matter: clear value propositions, deep audience understanding, emotional relevance, strong brand trust, and content that helps buyers see what is possible. The conversation explores how professional services firms can move beyond features and proof points to tell more compelling client stories, why the client should always be the hero, and how AI can support marketers without replacing the human relationships at the center of complex B2B sales.

A practical conversation for B2B marketers, communications leaders, consultants, and professional services teams looking to create stronger stories, sharper thought leadership, and more effective go-to-market communications.

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Most teams treat the creative brief like admin work. It is not. It is the difference between marketing that works and marketing that simply exists.

In this episode, we break down why the agency should write the brief, how skipping this step leads to bad ideas and weak results, and why “we need a video” is never the real problem. We cover what belongs in a strong brief, how to give creatives direction while allowing them to bring their ideas, and why defining a clear audience is non-negotiable.

We also dig into measuring success beyond vanity metrics and how to use the brief as a living tool when projects inevitably change.

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This episode explores one of the hardest - and most overlooked - challenges in enterprise marketing: aligning marketing and sales around what actually drives revenue. 

In conversation with Sanjay Chaudhary, SAP’s head of Enterprise Marketing, the discussion moves beyond vanity metrics and into the real work of building credibility in complex buying environments. The core tension is clear: marketers want attention, sales teams want outcomes. Bridging that gap requires marketers to deeply understand sales priorities while helping sales recognize the foundational role of brand and reputation.  

The episode dives into how enterprise marketers can cut through complexity - multiple stakeholders, endless personas, and pressure to produce content quickly - by slowing down and focusing on insight. Instead of rushing to tactics, the most effective teams invest in research, build credible assets (like third-party validation or original data), and then maximize those investments across both marketing and sales. The result is a more cohesive go-to-market motion—one where every piece of content isn’t just seen, but actually moves buyers closer to a decision.

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In this episode of The Fide Podcast, Dan Beresh speaks with Prateek Mathur, Head of Marketing for SAP SuccessFactors in Asia-Pacific, about how enterprise B2B marketing is evolving as the traditional marketing funnel breaks down. 

They discuss how marketers can win the top-of-funnel battle, understand their customers more deeply, and navigate increasingly complex buying committees. The conversation also explores account-based marketing (ABM), the balance between brand building and events, and how to measure marketing efficiency across the funnel. 

Along the way, they unpack how AI messaging, customer research, and trust-building are shaping the future of enterprise go-to-market strategy.

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AI can make incredible visuals fast… but it can’t magically give you infinite control, quality, and a 90% discount.

In this episode, Dan and Joe get real about what it actually takes to produce professional, on-brand creative using today’s AI tools. They break down why AI projects still require serious effort, why “creative flexibility” is the #1 survival skill, and how the best teams use AI to expand what’s possible, not replace the process entirely.

They also dig into the risks marketers need to plan for upfront, from legal reviews and model selection to setting the right expectations with stakeholders who think AI equals “cheap and instant.”

If you’re a marketer exploring AI video and visual production, this episode is your guide to doing it the smart way.

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Creating a value proposition sounds simple... until you try to get a global team to agree on one. 

In this episode, Dan and Joe unpack the real, behind-the-scenes work of defining a value proposition that actually drives alignment across marketing, sales, and leadership.

They explore why most companies overcomplicate this work, why clarity beats cleverness every time, and how to avoid the jargon and internal politics that make value props fall apart. You’ll also hear practical guidance on features vs. benefits, tailoring messaging to different audiences, and how collaborative workshops bring stakeholders together across regions.

Whether you're in B2B marketing, professional services, consulting, or enterprise tech, this episode gives you a clear roadmap for crafting value propositions that are simple, strategic, and genuinely useful to the people who need them.

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How do you come up with creative ideas?

How do you create a script that people will remember?

How do you create visuals that stick in your prospect's minds?

In this episode Dan Beresh chats with one of Fide's top video editors, Hugh Noonan, about how Hugh takes nebulous consulting concepts and transforms them into marketing material that moves the needle.

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Dan and Joe take a buzzer to the most overused marketing clichés. Kicking things off by unpacking why “AI at the forefront of digital transformation” is more filler than hook. From there, they wade through the swamp of frictionless, digitally augmented solutions and the dreaded “value-add activities.” They break down a podcast description, debate whether “innovation” means anything anymore, and  find a gem in the phrase “starting from what you have, accelerating from where you are.”

It’s part roast, part workshop, and a reminder that clarity and specificity always outshine the jargon.

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In this episode, we tackle the reality that video content is everywhere, but most of it isn’t working. 

We share why simply cutting down a hero video for social won’t cut it anymore, and how smart B2B marketers make platform-native content that connects. 

You’ll hear how to use AI effectively in your workflow without losing the human trust factor, plus why more videos can actually damage credibility. 

We break down why view counts are just vanity, how to use view-through rates to your advantage, and why every video should answer: what’s in it for them?

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When every firm promises "transformational value," how do you make your message stand out? In this episode, Dan and Joe talk about the real work of humanizing B2B marketing. They explore why specificity matters, how to craft messages that reflect your audience’s real problems, and what to do when internal politics force subpar spokespeople into your content.

The episode also digs into smart use of AI: how to train a GPT on your brand’s voice, filter content through your ICP, and why out-of-the-box AI is a trap. 

Whether you're struggling to get buy-in or just want your content to feel less like it came from a bot, let's talk on how we market like humans again.