In this episode of The Marketing Front Lines, we sit down with Adam Haskew, Associate Director of Brand Experience at Redis. Adam leads the verbal identity of the Redis brand — everything from trade show copy to website language — as one of three people on the Brand Experience team. Faced with a small team, a growing content demand, and an organization already reaching for AI tools, Adam didn't wait for someone else to build the infrastructure. He built it himself: a custom ChatGPT trained on Redis's brand voice, style guide, and buyer personas, now being piloted with 12 people ahead of a full marketing-wide rollout.

Topics Discussed:

• Why a three-person brand team needs AI infrastructure more than most

• What to actually feed a custom GPT to make it produce on-brand content

• The three core functions Adam built into the Redis Brand GPT

• How to think about AI "tell" auditing before content goes live

• Why user testing is the most underrated step in GPT deployment

• How to prompt-engineer for both the machine and the human on the other end

Lessons For B2B Marketers:

1. Assume Your Team Is Already Using AI — Then Get Ahead of It Adam's trigger for building the Redis Brand GPT wasn't a top-down mandate. It was the recognition that people were already reaching for ChatGPT in their day-to-day work. Rather than fight it or ignore it, his team asked: how do we channel that behavior toward on-brand outputs? If you're a brand or content leader, this is your call to action. The question isn't whether your team is using AI — it's whether they're using it with any guardrails.

2. Your Brand Artifacts Are Already GPT Training Material The raw inputs for the Redis GPT weren't novel — they were documents the brand team had already produced: voice and tone guides, style sheets, buyer personas, and strong content examples that served as quality benchmarks. The insight here is that a recent rebrand or a well-documented brand system is essentially a GPT curriculum waiting to be uploaded. If you've done the brand work, the AI infrastructure work is closer than you think.

3. Build for Three Distinct Use Cases, Not a Catch-All Rather than positioning the Redis Brand GPT as a general-purpose writing tool, Adam scoped it around three specific functions: (1) guided content brief creation, (2) on-brand first draft generation, and (3) review and audit of existing content against voice, tone, and accuracy standards. This narrow scoping is what makes the tool reliable. Generic AI outputs fail because the inputs are vague — building with specific jobs-to-be-done in mind forces precision on both ends.

4. Build an AI "Tell" Audit Into Any Brand GPT One of the more tactical features Adam built was an automated check for AI giveaway patterns — overused em dashes, generic phrasing, the linguistic tics that signal machine-generated copy to a trained eye. If your brand is producing AI-assisted content at scale, this kind of audit layer isn't optional. It's the difference between content that reads as human and content that quietly erodes brand credibility.

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Sponsors:

Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.⁠ www.FrontLines.io⁠

The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.⁠ www.GlobalTalent.co⁠

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Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role.

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In this episode of The Marketing Front Lines, we speak with Alex Mann, Head of Growth at Lunos, an AI startup transforming accounts receivable. In a crowded market where every B2B AI company looks identical—same fonts, same color schemes, same website layouts—Alex took a radically different approach. Instead of pouring money into LinkedIn ads and traditional demand generation, he brought a horse and cowboy to Wall Street, sent cowboy hats to prospects, and built a content engine that generated more pipeline than any ad campaign could deliver. Through stunts that cost a fraction of typical CAC, Alex demonstrates how early-stage startups can break through the "sea of sameness" and create memorable brand moments that drive real business outcomes.

Topics Discussed:

Lessons For B2B Tech Marketers:

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Sponsors:

Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io

The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. www.GlobalTalent.co

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Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role.

Subscribe here:

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In this episode of The Marketing Front Lines, we speak with Josephine Degener, Head of Marketing at Everphone. Everphone is pioneering the device-as-a-service model in Europe, offering companies a subscription-based approach to managing their device fleets. Coming from a retail background in luxury, mass market, and fast fashion, Josephine brings a unique customer-centric perspective to B2B tech marketing. She shares how Everphone built crucial partnerships with giants like Samsung and Deutsche Telekom, scaled from an unknown startup to serving entire German federal states, and navigated multiple career pivots to lead marketing in a nascent industry category.

Topics Discussed:

Lessons For B2B Tech Marketers:

Lead with Partner Motivations, Not Your USP: When building enterprise partnerships, Josephine learned to analyze what motivates individual salespeople and partner organizations rather than immediately pitching Everphone's value proposition. She invested time understanding Samsung's goals and how Everphone could feed into their strategy, building trust before launching joint marketing campaigns. This humble, partner-first approach transformed Everphone from a "pirate boat next to cruise ships" into a trusted four-year partner.

Use Data Ownership as a Sustainability Differentiator: Rather than making unsubstantiated sustainability claims, Everphone leverages their ownership of both devices and data to provide concrete metrics—99% refurbishment rates backed by actual tracking. They actively contribute anonymized data to academic research partners like the Fraunhofer Institute and support master's students, positioning themselves as thought leaders in circular economy models while building credibility through empirical evidence.

Structure Relationship Building Before Marketing Activation: In new product categories, education precedes promotion. Josephine spent significant time with Samsung's sales teams explaining what device-as-a-service even was before launching any joint campaigns. Only after building trust and demonstrating value to the partner's salespeople did they move to VIP go-to-market activities and ad campaigns. This sequencing is critical when pioneering new B2B categories.

Protect Team Focus with Rigid OKR Discipline: Managing a single-digit marketing team, Josephine uses quarterly OKRs and monthly reviews as a "focus protection" mechanism against the flood of ad-hoc requests common in startups. This framework ensures the team works on initiatives that "move the needle" for company strategy rather than getting pulled into reactive tactical work that doesn't align with core objectives.

Merge Brand and Demand Creation for Complex B2B Sales: Josephine identified that procurement professionals now seek deeper alignment beyond feature comparison—they want to understand partner values, vision, and whether vendors truly comprehend their daily challenges. This insight led her to stop treating branding and demand generation as separate functions, instead creating integrated campaigns that simultaneously build brand authority and generate pipeline.

Host Events as Networking Platforms, Not Product Pitches: Everphone's recent prospect/client event succeeded by creating a "safe space" for networking among attendees rather than pushing product. By facilitating peer connections and industry conversations around trends and challenges, they generated positive funnel impact while positioning themselves as community builders rather than vendors—a subtle but powerful differentiation in relationship-driven B2B sales.

Frame AI as a Strategic Junior Team Member: Rather than using AI as "another Google" for quick answers, Josephine's team is exploring how to integrate AI more strategically—treating it like a junior team member who can handle operational tasks and free up capacity for creative, bold campaign work. This reframing helps teams think beyond productivity hacks toward fundamental workflow redesign.

Stay Authentic by Acknowledging Limitations: In a market where customers are experts who know exactly what features they need, Josephine advocates for transparent communication about what your company can and cannot deliver. Rather than claiming to do everything, highlighting specific strengths and acknowledging boundaries builds deeper trust and stronger positioning than overpromising.

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Sponsors:

Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io

The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. www.GlobalTalent.co

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Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. 

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In this episode of The Marketing Front Lines, we speak with Sam Kellett, Head of Marketing at ProfitMetrics, a Copenhagen-based company that helps e-commerce brands and marketing agencies measure real profitability instead of vanity metrics. ProfitMetrics replaces traditional ROAS (return on ad spend) with POAS (profit on ad spend), giving companies visibility into gross profit by accounting for product costs, shipping, packaging, and payment fees that standard metrics ignore. Sam shares how his team is positioning ProfitMetrics as the definitive educational resource for profit-driven marketing, why B2B content doesn't need to be boring to be professional, and how the shift from growth-at-all-costs to sustainable profitability is reshaping e-commerce marketing strategies in the post-pandemic era.

Replace Vanity Metrics With Profit Accountability: ProfitMetrics built their entire value proposition around exposing the flaw in ROAS—it measures revenue, not profit. A campaign with 5x ROAS might only deliver 2x POAS after accounting for product costs, shipping, and fees. For B2B marketers, this translates to auditing which metrics you report to stakeholders. Are you showcasing impressive numbers that hide actual business impact? Build credibility by leading with metrics that connect directly to bottom-line profitability, even if the numbers look less impressive initially.

Build Educational Hubs That Establish Category Ownership: Sam's strategy centers on becoming the definitive resource for POAS knowledge through a flagship guide, email courses, maturity models, and interactive quizzes. The goal: whenever someone searches for profit optimization, ProfitMetrics appears. This hub-and-spoke model creates compounding value—the flagship guide becomes the hub, with individual pieces linking back to establish authority. B2B marketers should identify the knowledge gap their product solves and systematically build comprehensive educational resources that competitors can't easily replicate.

Use Email Courses to Demonstrate Value Before Asking for Commitment: ProfitMetrics' free daily email course teaching POAS fundamentals has been their most successful lead generation tool. Unlike gated ebooks that extract contact information before delivering value, email courses create ongoing engagement where each lesson builds trust and demonstrates expertise. For complex B2B products, this drip education approach helps prospects understand the problem and solution thoroughly before ever speaking to sales, resulting in more qualified pipeline.

Partner With Agencies to Access Their Client Portfolios: Rather than selling directly to every e-commerce brand, ProfitMetrics focuses on marketing agencies who can implement their platform across multiple clients simultaneously. This B2B2B strategy gives agencies a competitive advantage—they can pitch as "profit-focused" and show actual bottom-line impact rather than just ROAS improvements. B2B marketers should map which intermediaries influence purchasing decisions in their space and build partnership programs that make these intermediaries more successful.

How to Inject Personality Into B2B Content Without Losing Credibility Sam actively rejects the notion that B2B content must be boring to be professional. His team created a quiz titled "Which Disney Princess Is My E-Commerce Company" and built a POAS maturity model with interactive assessments. The key: maintain brand consistency and professionalism while having fun with format and presentation. In a landscape of indistinguishable corporate content, personality becomes a competitive advantage that makes your content memorable and shareable.

Build Custom AI Tools That Enforce Brand Standards: Sam created custom GPTs loaded with ProfitMetrics' brand guidelines, metric definitions, and writing standards—then instructed the AI to "correct and give ideas, don't write for us." This approach lets his small team leverage AI for brainstorming and quality control without sacrificing authentic voice. B2B marketers should view AI as a tool for multiplying human creativity, not replacing it. The teams that win will use AI to handle repetitive tasks while preserving strategic thinking and genuine insight for themselves.

Focus on Sustainable Growth Metrics During Capital Efficiency Eras: Sam observes that pre-pandemic growth-at-all-costs mentality is dying as investor capital becomes expensive. Companies now need sustainable unit economics rather than just revenue growth. For B2B marketers, this means reframing how you position products—emphasize efficiency, profitability improvement, and ROI rather than just scale and growth. Your messaging should acknowledge the new economic reality where CFOs care more about cash flow than vanity metrics.

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Sponsors:

Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io

The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. www.GlobalTalent.co

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Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. 

Subscribe here:

https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM

In this episode of The Marketing Front Lines, we speak with Franklin Morris, VP of Marketing at Alloy.ai, a data management and analytics company serving consumer goods brands like Crayola, Bic, and Valvoline. Franklin shares his transition from traditional content marketing—SEO blogs and gated ebooks—to a radically different playbook focused on high-intent buyers, LLM optimization, and zero-click content distribution. With ChatGPT now driving traffic that converts at 30x the rate of average visitors, Franklin reveals the tactics that are actually working in 2025 and calls out the expensive mistakes marketers are still making.

Target the 5% with Active Intent, Not the 95% Warming Up: As a smaller company competing against better-funded competitors, Franklin advocates for "absolute ruthlessness" about cutting everything that won't drive immediate results. Rather than spreading resources thin trying to nurture the 95% not currently in-market, focus your limited budget on capturing the 5% actively searching for solutions today. This means prioritizing bottom-funnel content and high-intent channels over broad awareness plays.

Optimize for LLM Citations Through Product-Focused Content: The content that ranks in ChatGPT and other LLMs isn't "10 best practices" thought leadership—it's product comparison content. Create crawlable pages specifically answering "What are the best products for [problem]?" rather than generic how-to content. Franklin's data shows ChatGPT traffic converts at 30x the rate of average visitors because users have already filtered themselves through multiple queries before clicking through.

Seed External Mentions Across Reddit and YouTube: LLM ranking doesn't rely solely on backlinks like traditional SEO. Unlinked mentions on platforms like Reddit and especially YouTube video content create citation opportunities. Franklin identifies YouTube as "the biggest untapped opportunity" for B2B marketers. Proactively participate in communities where your ICP asks questions, ensuring your product name appears alongside relevant problem discussions in the natural language buyers actually use.

Embrace Zero-Click Content Distribution: Stop treating social content as trailers designed to drive traffic elsewhere. Franklin echoes the shift toward delivering full value directly in-feed on LinkedIn or other platforms. The goal isn't to get clicks to your website—it's to earn follows and build trust over time. When buyers enter an active buying cycle, you want to already be top-of-mind from months of value delivery, not scrambling to get their attention.

Build Following First, Convert Later: Marketing's primary job on platforms like LinkedIn is earning follows, not closing immediate sales. Each follow puts you in someone's feed for ongoing visibility. Franklin questions whether it's even possible to "move people to action" through marketing—instead, focus on being present and trusted so when budget opens up or circumstances change in a prospect's company, you're the obvious choice they've been consuming content from for months.

Traditional SEO Work Still Matters for LLM Ranking: While the payoff has shifted, the foundational work of SEO—keyword optimization, crawlable content, domain authority—still feeds into how LLMs surface brands. ChatGPT literally searches Google, so Google ranking still matters. The difference is the type of content that converts: product marketing pages optimized for "best [category] for [use case]" searches rather than thought leadership blog posts.

Don't Waste Budget on LLM Visibility Tools Yet: Franklin tried multiple LLM tracking platforms and found them "off by orders of magnitude" compared to actual traffic data. These tools use the OpenAI API, which lacks the contextual information (location, tech stack, user history) that the actual ChatGPT interface uses to personalize results. Save your money until these products mature—use your actual analytics to track ChatGPT referrals instead.

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Sponsors:

Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io

The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. www.GlobalTalent.co

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Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. 

Subscribe here:

https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM

In this episode of The Marketing Front Lines, we speak with Varda Bachrach, Director of Marketing at ChargeAfter. ChargeAfter operates in the specialized world of embedded lending for point-of-sale financing, serving enterprise clients including CFOs and C-level decision makers. As a solo marketing leader, Varda has navigated the seismic shift in how buyers discover information, positioning ChargeAfter to capture a 700% increase in AI-driven traffic while competitors struggle to adapt. Her approach combines strategic content planning, AI optimization, and relationship-building to drive measurable pipeline growth in a highly technical B2B space.

Ungate Your Best Content for AI Discoverability: ChargeAfter ungated a high-value case study for two critical reasons. First, LLMs cannot access content behind forms, eliminating your brand from AI-powered searches. Second, gated content generates high volumes of low-intent leads that clog your pipeline. By ungating strategic content, they increased both AI traffic and qualified leads from target verticals while improving deal closure rates.

Structure Content Specifically for LLM Consumption: ChargeAfter rebuilt their content strategy around what LLMs prioritize: long-form articles (1,000+ words versus their previous 500-600 word posts), comprehensive FAQ sections at the end of each piece, and embedded video content. This structural approach drove measurable increases in leads, opportunities, and closed deals from priority industries. The FAQ format is particularly effective because LLMs specifically favor this question-answer structure.

Reverse-Engineer Your AI Search Performance: When ChatGPT recommended ChargeAfter as a top provider, Varda didn't celebrate—she investigated why. She discovered an award finalist mention from 2023 was driving the recommendation. This forensic approach reveals which third-party signals influence AI recommendations, allowing you to replicate successful patterns. If you don't understand why you're winning in AI search today, your competitor will figure it out and displace you in six months.

Build AI Credibility Through Strategic Third-Party Presence: AI search engines aggregate information across the web, not just your website. ChargeAfter focuses on getting mentioned in high-quality external sources—industry awards, press coverage, analyst reports, and partner content. This diversified presence creates multiple data points that LLMs can reference, strengthening your brand's authority when prospects search for solutions in your category.

Activate Your Sales Team as a Distribution Channel: With LinkedIn's algorithm now favoring individual profiles over company pages, ChargeAfter is training their entire sales team on social media engagement. This employee advocacy approach serves dual purposes: it expands content reach through trusted personal networks and creates additional data points for LLMs to discover. The key is building trust with sales by demonstrating how marketing visibility directly benefits their personal brand and pipeline.

Diversify Your Marketing Channels Before You Need To: Like investment portfolio management, marketing channel diversification protects against sudden disruption. If one channel fails or becomes saturated, you're starting from zero in rebuilding presence elsewhere. ChargeAfter deliberately maintains presence across multiple channels—SEO, AI search, events, partnerships, employee advocacy, and traditional PR—ensuring resilience as buyer behavior continues to shift.

Double Down on In-Person as AI Proliferates: As AI-generated content floods digital channels, trust in online interactions decreases. ChargeAfter is investing more heavily in events and face-to-face relationships, recognizing that in-person connections are harder to fake and create deeper trust. For B2B marketers, this means treating events not just as lead generation vehicles but as relationship-building platforms and content creation opportunities.

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Sponsors:

Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io

The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. www.GlobalTalent.co

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Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. 

Subscribe here:

https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM

In this episode of The Marketing Front Lines, we speak with Steve Keifer, CMO of Ordway. Ordway serves recurring revenue businesses with finance automation software, targeting fractional CFOs and back-office teams at early-stage SaaS companies. Operating with a lean team of 10 across outbound, inbound, and brand functions, Steve has built a scalable marketing operation that generates approximately 100,000 outbound emails monthly while maintaining strong deliverability. His approach centers on adding value at every customer touchpoint, avoiding gimmicks, and treating sophisticated finance buyers with the respect their expertise demands. From offshore BDR teams in India to algorithm-focused digital strategists, Steve's playbook demonstrates how smaller B2B companies can compete through disciplined execution and strategic resource allocation.

Topics Discussed:

Lessons For B2B Tech Marketers:

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Sponsors:

Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io

The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. www.GlobalTalent.co

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Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. 

Subscribe here:

https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM

In this episode of The Marketing Front Lines, we speak with Cindy Goodrich, CMO of Empathy. Empathy is building the category of loss support and life hardship benefits, partnering with eight of the top ten life insurance companies in the US to provide comprehensive support during life's most difficult moments. Starting as a consumer company before pivoting to enterprise distribution through insurance companies and employers, Empathy demonstrates how category creators can transform legacy industries while building a meaningful brand around sensitive topics. Through research-backed education, strategic event presence, and thoughtful brand building, they're redefining how companies support employees through grief, loss, and major life transitions.

Topics Discussed

Lessons For B2B Tech Marketers

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Sponsors:

Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io

The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. www.GlobalTalent.co

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Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. 

Subscribe here:

https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM

In this episode of The Marketing Front Lines, we speak with Jen Bruursema, Senior Director of Marketing and PR at DELFI Diagnostics. DELFI is transforming early cancer detection through blood-based testing, using AI machine learning and whole genome sequencing to identify cancer signals before traditional screening methods. Their FirstLook Lung product represents a new paradigm in lung cancer screening—adding a simple blood test before CT scans to identify truly at-risk patients. Jen navigates one of healthcare's most complex marketing challenges: simultaneously educating health systems, providers, patients, payers, and regulatory bodies while building toward FDA approval in a heavily regulated space where clear, authentic communication can literally save lives.

Topics Discussed

Multi-stakeholder marketing in regulated healthcare environments Translating complex science into accessible patient and provider education Building credibility through scientific conference strategy Preparing for FDA submission through strategic content campaigns Leveraging LinkedIn for healthcare decision-maker engagement Context engineering and AI-powered audience segmentation Omnichannel approaches for time-constrained healthcare providers

Lessons For B2B Healthcare Marketers

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Sponsors:

Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io

The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. www.GlobalTalent.co

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Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. 

Subscribe here:

https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM

In this episode of The Marketing Front Lines, we speak with Beatriz Gomez, CMO at Ontop, a global payroll and fintech platform. After eight years at BNP Paribas, one of the world's largest banks, Beatriz made the leap to startup life and discovered her passion for community-driven marketing strategies. At Ontop, she's pioneered a high-touch, in-person event strategy that targets startup founders across 10 countries, building authentic connections through curated dinners rather than mass marketing campaigns. Her approach centers on quality over quantity, creating intimate experiences where founders connect over shared pain points like loneliness and uncertainty—all without pitching the product. This conversation reveals how B2B companies can leverage in-person community building, social selling through executive LinkedIn presence, and data-driven engagement tracking to drive pipeline growth in an AI-saturated marketing landscape.

Topics Discussed

Lessons For B2B Tech Marketers

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Sponsors:

Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io

The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. www.GlobalTalent.co

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Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. 

Subscribe here:

https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM