The Prompt

In this episode of OnBase, host Paul Gibson sits down with Callum Brodie to explore the evolution of content marketing in B2B and why every brand today needs “content with a pulse.” Drawing on his unique background in journalism, Callum explains how storytelling, empathy, and a genuine understanding of the audience’s “why” can help brands build trust and long-term relationships.

The conversation dives into the shift from promotional messaging to value-driven narratives, the importance of human stories in corporate content, and how to sustain momentum in audience-first marketing. Callum also discusses how AI is reshaping creative industries and how to balance automation with human creativity.

Listeners will gain practical insights into building brand trust, uncovering authentic stories, and fostering a “drumbeat” approach to content that resonates with customers across every stage of the funnel.

Key Takeaways

• Trust is the foundation of engagement
   Before driving conversions, brands must earn audience trust through transparency, relevance, and empathy. Effective storytelling begins with understanding what truly keeps customers awake at night.
  
• From promotion to purpose
   B2B brands must move beyond slogans and focus on substance. The best content educates, informs, and inspires rather than sells.
  
• The power of human stories
   Even in B2B, emotion drives connection. Every product, service, or technology has a human benefit behind it, marketers just need to uncover and tell those stories.
  
• The “five whys” framework
   By continuously asking why, from the first content idea to campaign execution, marketers can reveal the root motivations and create more impactful storytelling.
  
• The drumbeat approach
   Consistency is critical. A steady rhythm of content distribution across channels sustains engagement and trust over time.
  
• AI as a creative partner, not a replacement
   AI can amplify productivity and ideation, but it will never replace human intuition or creativity. The key lies in using tools like ChatGPT strategically while maintaining editorial rigor

Quotes

“An effective piece of content marketing should leave the audience more informed and engaged. They may not be ready to buy, but you’ve taken that first step toward trust.”

Resource Recommendations

Blog:

• Seth Godin’s Daily Blog –  For concise, thought-provoking insights.
• Neil Patel’s Blog – For SEO and digital strategy.
  

Books:

• Powerful B2B Content by Gay Flashman – A guide to impactful storytelling in B2B marketing.

Shout-outs

• Gay Flashman, Founder, Formative and Author of Powerful B2B Content.
• Neil Patel, Digital Marketing Expert and Author.
• Aniket Mendaka, CMO at Firstsource Solutions.

About the Guest

Callum Brodie is a seasoned multimedia business journalist with extensive experience in the insurance industry. Currently serving as Associate Director of Marketing at Firstsource since April 2023, Callum has held various prominent roles including Senior Account Director and Deputy Team Lead at Formative Content from May 2017 to April 2023. Previous positions include Senior News Reporter at MoneySavingExpert.com and multiple editorial roles at Incisive Media, where responsibilities ranged from News Editor to Senior Features Writer. Callum's journalism career began at the Grimsby Telegraph and Slough Observer. Callum holds a BA in History from Bangor University, completed in 2007.

⁠Connect with Callum.⁠

In this episode of The OnBase Podcast, host Chris Moody dives deep with Vincent DeCastro to unpack one of the most dramatic shifts in marketing history: the rise of zero-click search and AI-driven buyer journeys.

They explore how generative AI tools like ChatGPT, Perplexity, and Claude are transforming how buyers discover and evaluate solutions, often without ever visiting a brand’s website. Vincent shares how this new reality is disrupting search, reshaping ABM, and forcing marketers to collapse silos between brand, demand, and content functions to stay relevant.

From the death of traditional SEO to the new rules of visibility in the age of AI, this episode offers a masterclass on how marketers must evolve to survive and thrive in a post-click world.

Key Takeaways

• Zero-Click Search Has Changed the Game

Generative AI is now giving users answers directly in the results — before they ever reach your site. That means impressions go up while clicks go down, creating a new paradox that marketers must understand and address.

• Content Is Now for Machines and Humans

Your website is no longer just for prospects. It’s for LLMs to read, parse, and summarize. Structuring your content for AI consumption is the new SEO.

• Break Down the Silos

Brand, content, demand gen, and ABM can’t operate independently anymore. AI interprets your business holistically — your teams must do the same.

• LLM Optimization Is the New SEO

Technical readiness is step one. Run audits to ensure your site can be crawled by AI tools, update evergreen content regularly, and monitor how your brand is being summarized by these new “AI engines.”

• The Future of Search Is Paid, Personalized, and Platform-Based

Generative platforms like ChatGPT will soon monetize results the way Google did with ads — but based on personalized prompts, not keywords. Brands must adapt early.

Quotes

Zero-click search isn’t killing Google — it’s redefining it.

Tech recommendations

• Screaming Frog - For analyzing log files and ensuring your site is AI-crawl ready

About the Guest

Vincent DeCastro is the Founder and CEO of ABM Agency, a B2B marketing leader that’s been reshaping account-based marketing since 2009. With over a decade of experience at the intersection of search, ABM, and AI, Vincent helps enterprise organizations navigate the massive changes in digital behavior driven by zero-click search and generative AI. His agency has been at the forefront of understanding how AI and large language models (LLMs) are redefining visibility, authority, and buyer intent in the modern B2B landscape.

Connect with Vincent.

In this episode of OnBase, host Chris Moody sits down with Madhup Mishra to explore how AI is collapsing traditional go-to-market funnels and reshaping product marketing as we know it. From redefining buyer journeys to measuring real engagement, Madhup offers a candid, strategic look at what it takes to win in an AI-driven world.

He shares his philosophy of “clarity through confusion,” explains how product marketing has evolved from storytelling to enablement, and offers insights into building trust and advocacy with increasingly skeptical, data-driven buyers.

Listeners will come away with a modern blueprint for product launches, buyer enablement, and authentic community building, all while balancing automation with the human touch.

Key Takeaways

• AI is Collapsing the Funnel:
   Traditional marketing funnels are giving way to nonlinear, AI-powered buyer journeys, where time-to-value and hands-on validation matter more than nurture sequences.
• Product-Led Growth is Accelerating:
   Buyers expect to experience value immediately—the product must now tell its own story, not just the sales team.
• From Persuasion to Enablement:
   Marketers must help buyers make confident decisions, not just convince them with clever messaging.
• Advocacy is the New SEO:
   Developers and customers who share their experiences online are now fueling AI search recommendations. Building authentic advocacy impacts discoverability and trust.
• Measure Engagement, Not Just Activity:
   Pipeline matters, but depth of engagement—expansion, demos, and authentic community chatter—is the real measure of success.
• AI Must Be Purposeful:
   Don’t launch “AI for AI’s sake.” The best AI products solve real, high-friction problems and integrate naturally into customer workflows.

Quotes

“Advocacy isn’t optional anymore. If your community isn’t talking about you, AI search engines will recommend your competitors instead.”

Tech recommendations

• Gong – For sales insights and understanding customer conversations.
• Amplitude – For in-product analytics and mapping the customer journey.

Resource Recommendations

Books:

• Obviously Awesome by April Dunford – A masterclass in product positioning.

Shout-Outs

• Simon Sinek, Author and Inspirational speaker on business leadership for inspiring purpose-first leadership.
  
• April Dunford, Positioning Consultant, Speaker, and Author for redefining how companies position their products.
  
• Ethan Mollick, Associate Professor at The Wharton School for his thought leadership on AI and business innovation.

About the Guest

Madhup leads Product Marketing for SmartBear, creating product and solutions messaging, positioning, and sales enablement, and launching new products. He deeply understands SmartBear’s core developer and development team audience and can strategically communicate the impact of its products throughout the software development lifecycle. With over two decades of technology experience in companies like Hitachi Vantara, Volt Active Data, HPE SimpliVity, Dell, and Dell-EMC, Madhup has held a variety of roles in product management, sales engineering, and product marketing. Madhup lives in Central Massachusetts with his lovely wife, their son, and their dog. In his free time, he loves to travel, bike, and run.

Connect with Madhup.

In this episode, host Paul Gibson talks with Meta Karagianni about the critical shift toward a client-led go-to-market strategy. Meta shares powerful insights from her recent study of over 100 global CMOs, revealing their top priorities and challenges for 2025. This discussion is a masterclass for any leader looking to move beyond siloed functions and build a truly unified, client-centric organization.

Meta provides a clear, actionable framework for success. The conversation covers everything from defining your North Star to developing the right skills within your team. You will learn why optimizing for audiences is more important than optimizing for channels and how to prove marketing's value as a driver of profitable growth, not just a cost center. This is your playbook for building a GTM strategy that wins.

Key takeaways

• Client-centricity is non-negotiable
   The most successful, high-growth companies are the ones that infuse client-centricity across all go-to-market functions—sales, marketing, product, and customer service. It’s the foundation for every other strategic decision.
• Growth is about existing customers
   The top growth strategies for CMOs are key account growth (67%) and customer expansion (63%). The focus has shifted from "growth at all costs" to sustainable, profitable growth driven by retaining and expanding your current customer base.
• Orchestration trumps siloed programs
   A critical gap for many organizations is the lack of a connecting tissue between brand, demand, and customer programs. True success comes from orchestrating a unified GTM campaign, not just running separate initiatives.
• High-growth companies invest more in marketing
   Data shows that high-growth companies invest significantly more—about 35% more—in their marketing budget. Don't cut the budget; make it more effective by aligning marketing with sales and focusing on the right accounts.
• Take emotion out of alignment
   Achieve true cross-functional alignment by grounding conversations in data, not opinions. Use frameworks to diagnose capability gaps and establish a shared terminology and vision for success across the leadership team.

Quotes

"We are moving away from that mindset that existed a few years back, growth at all costs. No, that's no longer growth at all costs. It is growth that is sustainable, that is profitable."

Resource recommendations

Books:

• Co-Intelligence: Living and Working with AI  by Ethan Mollick.
• Deliberate Calm: How to Learn and Lead in a Volatile World by Jacqueline Brassey, Aaron De Smet, and Michiel Kruyt.

Shout-outs

• Elise Finn - Director and Co-founder of NguziChange.com

About the Guest

Meta Karagianni is the Chief Consulting and Growth Officer at MomentumABM. With a rich background that includes pivotal roles at Gartner and SiriusDecisions, Meta is a leading authority on building and executing powerful go-to-market strategies. She specializes in driving cross-functional alignment and helping organizations place the client at the absolute center of their growth engine. Her work is dedicated to helping CMOs and their teams navigate change and achieve sustainable, profitable growth.

Connect with Meta.

This episode of the OnBase Podcast dives headfirst into the seismic shifts transforming the marketing landscape. Host Paul Gibson sits down with Fiona Shepherd to discuss the "change imperative", the urgent need for marketing leaders to reinvent their strategies, structures, and mindsets for 2026 and beyond. This isn't just another conversation about AI; it's a strategic look at how generative AI, shifting buyer behaviors, and new organizational models demand a complete overhaul of the go-to-market playbook.

Fiona makes a powerful case for bravery, collaboration, and a renewed focus on revenue. She explains why the traditional funnel is broken, why sales and marketing must finally achieve true alignment, and how to retrain your entire organization to thrive in this new world. This episode is your guide to navigating the chaos and leading your team with confidence.

Key takeaways

• Marketing is a profit center

Stop thinking of marketing as a cost. It is the lifeblood of the organization, driving revenue, reputation, and growth. Invest in it, especially in turbulent times.

• The funnel is dead

The buyer journey is no longer linear. With over 60% of searches satisfied by generative AI, you have to find new ways to be present in the 80% of the buying process that happens outside your direct influence.

• Embrace the change imperative

The current level of change is a true inflection point. Businesses that are brave enough to embrace it and adopt new technologies like agentic AI are already pulling ahead. Those who wait will be left behind.

• Reskill your entire organization

The biggest imperative is to take your people on the journey. From the C-suite to the front lines, everyone needs to be retrained and made comfortable with AI to be the human control layer that ensures trust and fairness.

• Sales and marketing alignment is no longer optional

AI and new buyer behaviors make a unified GTM motion mandatory. Organizations must restructure to ensure sales and marketing work as one cohesive team, armed with the same insights and goals.

Quotes

"We are not a cost center. Marketing is a profit center. It drives revenue, reputation, and brand. It is the very center and core of how a business operates."

Resource recommendations

Podcast:

• The Diary of a CEO by Steven Bartlett.

TV shows:

• Ted Lasso on Apple TV+.

Shout-outs

• Kate Mackie - Global Marketing Leader at EY
• Joel Harrison - Founder,Director,Ambassador at B2B Marketing

About the Guest

As Head of Agency Services Europe, Marketbridge, Fiona is embracing the opportunity to establish Marketbridge in this critical Region. She leads an incredible Leadership team focused on organic expansion, acquisitions, innovation, strategic partnerships, and operational excellence. A proven leader in expanding global markets with 25+ years of experience, Fiona excels at building high-performing teams, deepening executive client relationships, and evolving service portfolios to meet changing enterprise needs. Fiona plays a pivotal role in securing material growth across the region, forging partnerships that deliver lasting impact.

Connect with Fiona.

Demandbase CEO Gabe Rogol hosts a critical conversation with Craig Miller of AWS to tackle the seismic shifts reshaping the advertising landscape. They dive into how generative AI and LLMs are fundamentally disrupting digital advertising, from the very definition of context to the future of SEO and SEM. The discussion moves beyond the hype to identify the AI use cases that are delivering real outcomes for marketers right now.

This episode is essential for any go-to-market leader navigating this transformation. You'll gain a clear understanding of the blockers holding teams back and the data strategies required to win. Craig provides a visionary yet practical roadmap for embracing the future, ensuring your organization not only survives but thrives in the new era of AI-driven advertising.

Key Takeaways

• Outcomes Remain the Same

Despite rapid technological change, the fundamental goals of marketing—acquiring, retaining, and upselling customers—remain constant. AI is a powerful new tool to achieve these goals more efficiently.

• Data Is the Determinant

Your data strategy is the most critical ingredient for success. Winning in the AI era depends on your ability to unify and activate high-quality first-party and third-party data.

• New Channels Are Emerging

AI is creating a new advertising channel. Marketers must learn to influence AI agents at the "point of reasoning" to ensure their products and services are discovered.

• Start Now and Build Momentum

Don't wait for the future to take shape. The winners of tomorrow are building their organizational knowledge and operational muscle today by starting with achievable, high-value use cases.

• Partnerships Accelerate Success

Overcoming internal data and organizational blockers is complex. Working with integrated platform partners like Demandbase and AWS accelerates time-to-market and removes the undifferentiated heavy lifting.

Quotes

"Data is absolutely the critical ingredient. It's kind of a garbage in, garbage out problem."

Tech Recommendations

• AWS Bedrock 
• Demandbase

About the Guest

Craig Miller is the Global Industry and Solutions Lead for Advertising and Marketing at AWS. With decades of experience at the forefront of digital advertising, from building the first third-party ad server to driving innovation at AppNexus and Xandr, Craig brings a powerful perspective on the convergence of data, AI, and marketing technology. His work at AWS places him at the center of how the world's most innovative companies are preparing for the next chapter of advertising.

Connect with Craig.

In this episode of OnBase, host Paul Gibson sits down with Michelle Wrede to explore how businesses can transform customer reviews into powerful drivers of revenue and trust. Michelle shares her unique career path, why psychology plays such an important role in marketing, and how reviews are often undervalued in B2B.

From building credibility to improving internal processes, Michelle outlines practical strategies for embedding reviews into sales and marketing funnels. She emphasizes the importance of timing, emotional vs. functional insights, and how reviews can help reduce internal resistance while creating measurable outcomes in areas like conversion optimization, SEO, and customer retention.

The conversation also covers the future of AI in review management, the growing importance of transparency, and why testing and iteration are key for success.

Key Takeaways

• Authenticity Matters: Reviews carry an emotional weight and authenticity that case studies often lack—critical in building B2B trust.
  
• Leverage Across the Funnel: Reviews aren’t just top-of-funnel proof points—they can drive retargeting campaigns, emails, and late-stage deal confidence.
  
• Balance Emotion and Function: Emotional stories resonate, but functional details (like logistics or support feedback) drive practical decision-making.
  
• Fix Before You Showcase: Automate collection early, but ensure service or logistical issues are addressed before promoting review scores.
  
• Reviews as a Growth Lever: Beyond marketing, reviews can highlight operational gaps and inspire process improvements that directly impact revenue.
  
• AI & Transparency: The future of review-driven insights will depend on high-quality, verifiable data that avoids the pitfalls of opaque AI signals.

Quotes

“From psychology we know reviews work. The key is testing how and where they have the best impact for your business.”

Tech recommendations

• Trustpilot (for automated review collection and integration)

Resource recommendations

• Growth Tribe – Learning hub for growth marketing and experimentation

Shout-Outs

• Anna Bertoldini – Senior Social Media Brand Manager, NielsenIQ
• Juanita Solano Espinosa – Senior Marketing Manager Italy, Trustpilot

About the Guest

As Head of Marketing for Benelux and Sweden at Trustpilot, Michelle works across a wide range of topics within the marketing and e-commerce space. In her current role, she focuses on consumer feedback, broader marketing trends, and the use of social proof and reviews across both B2C and B2B companies. Her background in psychology also gives her valuable insight into cross-border marketing, behavioral psychology, and nudging.

Connect with Michelle.

This episode of the OnBase Podcast delivers a masterclass in building modern go-to-market strategies with ABM at their heart. Host Paul Gibson talks with Robert Norum about why a focused, account-based approach is no longer optional for B2B organizations—it's essential. Robert breaks down the journey from traditional, volume-based marketing to a sophisticated, tiered ABM model that aligns the entire organization.

The conversation uncovers the most common challenges businesses face when adopting ABM, from securing leadership buy-in to managing expectations and moving beyond outdated MQL metrics. Robert provides a clear roadmap for success, emphasizing that ABM is not just a marketing tactic but a company-wide directive that unites sales, marketing, and customer success into a single, powerful growth engine.

Listen to the full episode to gain the confidence and clarity needed to make ABM your primary GTM strategy.

Key Takeaways

• ABM is the Go-to-Market Strategy

For enterprise organizations, ABM should be the central GTM strategy, not just another marketing program.

• Focus is Everything

An account-based approach forces you to concentrate your budget, resources, and people on the accounts that truly matter..

• Alignment is Non-Negotiable

Success depends on creating a "SWAT team" across sales, marketing, and customer success, all working toward shared account goals.

• Pilots Can Be a Trap

Treating ABM as a short-term pilot is a recipe for failure; it requires long-term investment and commitment from the top down.

• Measure What Matters

Move beyond MQLs and vanity metrics. Focus on moving the dial within target accounts, expanding your footprint, and creating real pipeline opportunities..

Quotes

"ABM is the glue that has the potential to really connect organizations and break down silos across different teams"

Best Moments 

(04:37) – The Evolution of ABM: Robert discusses how ABM grew from a one-to-one approach for large enterprises to a scalable, multi-tiered strategy.

(09:05) – The Case for Focus: Why concentrating on high-value accounts is the most critical decision a B2B business can make today.

(20:12) – The Biggest ABM Challenge: The most common mistake companies make is diving in without defining what ABM means for their organization and getting leadership buy-in.

(24:17) – The End of Silos: How an account-based approach fosters an equal partnership between sales and marketing.

(30:50) – Winning Over Leadership: Strategies for building a compelling business case for ABM and getting the C-suite excited.

(42:40) – The Role of AI: How AI will accelerate ABM, but human intelligence remains essential to brief, interpret, and quality-check the output.

Resource Recommendations

Books:

• Account-Based Marketing: The Definitive Handbook for B2B Marketers by Bev Burgess.

Shout-Outs

• Jon Miller - MarTech entrepreneur,Co-founder at Marketo and Engagio
• Marta George - Head of EMEA AMB Programmes, Ping Identity.
• Lianne O'Connor - Global Field & ABM Marketing Director, Fluke Corporation.
• Andy Johnson - Founder and Director of Client Strategy, HUT 3.
• Charlotte Graham-Cumming - CEO, Ice Blue Sky Corporation.

About the Guest

Robert Norum is a B2B Marketer with over 30 years experience. He has worked in magazine publishing, IT distribution, marketing agencies and for the last 20 years as an independent marketing consultant. During this time he has worked on brand, demandgen, channel, ecommerce and sales enablement. For the last 10 years he had specialised in ABM working with a number of leading agencies and directly for wide cross-section of global brands. Since 2017, he has delivered the ABM Essentials training course for B2B Marketing training over 750 marketing professionals in the process. Robert has also been the ABM and Demand Strategy Expert on Propolis since its launch.

Connect with Robert.

This episode of the OnBase Podcast features a compelling discussion with Nick Webb on the power of a modern go-to-market strategy. Host Paul Gibson and Nick explore the challenges of navigating organizational change and the critical shift from high-volume, low-quality lead generation to a targeted ABM/ABX approach. Nick shares the story of how CloudPay transformed its pipeline by moving from "net fishing" to "spear fishing," a move that quadrupled its sales pipeline.

The conversation reveals why sales and marketing alignment is non-negotiable and how data-driven decisions provide the confidence needed to make bold changes. Nick details the hurdles, the mindset shifts, and the specific KPIs that were essential to driving this monumental transformation. This episode is a masterclass for any B2B leader looking to build a scalable and effective growth engine.

Key Takeaways

• Quality Over Quantity

Generating thousands of leads is meaningless if it doesn't translate to pipeline. Focusing on an agreed-upon ICP is the foundation of a successful GTM strategy.

• Shared KPIs Drive Alignment

Shifting marketing's core KPI from lead volume to dollar-value pipeline ensures both sales and marketing are working toward the same goal.

• Data is Your Ally in Change

Use data to prove the need for change and validate new strategies. Data-backed insights overcome resistance and build trust across teams

• It's a Partnership Not a Handoff

The old model of marketing throwing leads over the fence is broken. A modern GTM requires genuine collaboration where sales and marketing are fully integrated.

• Rethink Your Terminology

Calling leads "signals" reframes the follow-up process, shifting focus from pursuing an individual to understanding account-level interest.

Quotes

"Gone are the days where marketing people could get away with not knowing their numbers. We have to carry a number just like sales people do."

Best Moments 

(07:22) – The Damascene Moment Nick details the realization that generating 3x more leads was actually causing the sales pipeline to fall.

(09:38) – From Net Fishing to Spear Fishing The core analogy that drove CloudPay's strategic shift to a targeted ABM/ABX model.

(14:25) – The New Playbook How CloudPay revolutionized its operations by changing KPIs, moving BDRs into marketing, and renaming leads to "signals."

(20:00) – Overcoming Resistance Nick outlines the three groups of people in any change scenario and how to build momentum with advocates and data.

(33:27) – Stopping the Attribution Wars The decision to stop attributing leads to specific departments and why it immediately ended internal friction.

Shout-Outs

• Kate Cox - CEO, Bray Leino.
• Tim Johnson - Field CTO, Gaming, Databricks.
• Andy McFarlane - VP of Marketing, Morse Micro.

About the Guest

Nick Webb has more than 25 years of Marketing experience in world-class technology and fintech organisations, including Vodafone, Microsoft and WorldFirst. Now, as Chief Marketing Officer of CloudPay, Nick leads the Marketing team to build market awareness and drive business growth through the creation of a pipeline of leads and prospects for the Sales teams.

Connect with Nick.

In this episode of OnBase, host Paul Gibson sits down with Carolina Bräuninger from doinstruct to explore the intricacies of building a winning go-to-market (GTM) strategy. Drawing from her journey in B2B software sales and her leadership in the construction vertical, Carolina shares lessons on industry-focused pods, balancing short-term execution with long-term growth, and how to truly understand customer pain points when scaling into new markets.

The conversation covers practical strategies for entering verticals, aligning sales and marketing, and leveraging AI as a productivity booster — while avoiding blind reliance on it. Carolina also sheds light on the unique challenges and opportunities in the construction industry, the value of industry expert interviews, and the importance of authenticity in sales conversations.

Key Takeaways

• Industry Context Matters: GTM strategies must be tailored to verticals. Language, lingo, and stakeholder priorities vary drastically across industries.
  
• Pods Drive Relevance: Organizing teams into industry pods ensures consistent market knowledge, relevant messaging, and better marketing alignment.
  
• Mini-Milestones Over Quick Wins: Interviews with industry experts, successful demos, and early inbound signals are often more valuable than chasing premature closed deals.
  
• Sales–Marketing Alignment is Non-Negotiable: Misalignment wastes pipeline. Both teams must see themselves as service providers for one another.
  
• AI is a Time Saver, Not a Silver Bullet: When trained correctly, AI can reduce prep time by up to 70%, but human oversight and contextual understanding are essential.
  
• Authenticity Wins in Construction: Avoid jargon and buzzwords — being real and informed is critical when selling to down-to-earth industry leaders.

Quotes

“Marketing and sales aren’t silos. They’re service providers for each other.”

Best Moments 

(00:50) – Carolina shares her journey from SDR to construction pod lead.

(06:40) – The role of vertical-focused pods in shaping GTM.

(11:30) – Unique challenges in the construction industry and the importance of authenticity.

(17:40) – Mini milestones and industry expert interviews as success markers.

(26:00) – Rethinking sales and marketing alignment as mutual service.

(44:50) – The role of AI in GTM strategies and the need for human oversight.

Resource Recommendations

Podcasts

• Business Movers (Wondery) – A podcast exploring the origins of iconic companies.

About the Guest

Carolina Bräuninger is a Senior Enterprise Account Executive at doinstruct, where she helps B2B customers across industries achieve their business goals. With nearly seven years of sales experience, she has built a track record of consistently exceeding targets and driving results.

Carolina has also developed strong expertise in sales processes and social media communication, drawing on projects such as her podcast Girl in Sales. Beyond her role, she is passionate about mentoring sales newcomers, sharing knowledge, and empowering the next generation of professionals to succeed.

⁠Connect with Carolina⁠.