The Sticky CMO

What if the most valuable thing AI can do for your content marketing program has nothing to do with writing?

In this episode, Tom Basgil converses with Alaura Weaver, Director of Enterprise Content at WRITER, about why the biggest misconception in AI-powered marketing is treating it as a creative source rather than a creative engine. Alaura brings a writer's eye and a strategist's instinct to a nuanced, grounded take on what AI is actually good for  and what it will never replace.

They explore how Alaura uses AI agents to automate research, synthesize trends, and build repeatable content playbooks that scale across teams without sacrificing the human voice that makes content worth reading. Alaura also tackles the fear that's keeping so many marketers stuck: the obsession with not sounding like AI, when the real goal should be sounding more like yourself.

Dive into the episode: 

(00:00) Why marketers are exhausted by the AI narrative

(01:55) Gen Z is sabotaging AI strategies 

(02:45) AI as the machine behind the content, not the source of creativity

(05:44) How AI handles the research so writers can focus on the craft 

(09:17) Point of view is what makes the system deliver something usable 

(13:04) How to use AI as a creativity coach 

(15:00) How to turn a great AI session into a repeatable team process 

(17:09) Technical founders think in products, not audiences 

(18:15) Why differentiation is the moat

(20:27) Worry about what makes you, you

If you're ready to prove your worth, lead with clarity, and make marketing impossible to ignore, this is your show. Because when the stakes are high, the marketers who stick are the ones who truly lead.

Subscribe now and be part of the next generation of Sticky CMOs.

Connect with Alaura Weaver https://www.linkedin.com/in/alauraweaver/ 

WRITER https://writer.com/ 

Listen to Humans of AI https://open.spotify.com/show/69CjWEzRMqIHWQ8J4YzECa 

Connect with Tom Basgil https://www.linkedin.com/in/tombasgil/

Sticky Tactics https://www.stickytactics.com/

Produced in partnership with Share Your Genius www.shareyourgenius.com

How do you stay visible in a zero-click world, where AI is answering questions even before users tap a link?

In this episode, Tom Basgil speaks with Will Ockenden, Director and Owner of Prohibition PR, about how generative engine optimization (GEO) and answer engine optimization (AEO)  are reshaping the way brands build authority and get discovered online. Will shares his expertise on why traditional PR disciplines are becoming one of the most powerful tools for winning in the age of AI search.

They explore the shift from SEO to GEO, and how the rise of zero-click behavior means brands that aren't being cited by AI engines are becoming invisible. Will also breaks down the three core signals: onsite content, technical accessibility, and offsite authority. He then shares a practical framework for auditing where you currently stand and how to systematically build your GEO/AEO visibility over time. 

Dive into the episode:

(00:00) What is generative engine optimization (GEO)?

(02:30) The rise of zero-click behavior

(04:47) Why organic traffic is dropping and why it doesn't tell the whole story

(06:00) The three core GEO signals brands need to know

(09:39) Why PR is one of the most powerful AEO/GEO tools

(11:00) Reddit, LinkedIn, and the shift to third-party credibility

(14:35) How to measure GEO visibility and what tools to use

(17:30) Where to start before running a GEO audit

(20:30) Does AEO/GEO keep marketers stuck or help them stick?

(21:43) One thing CMOs should do tomorrow

If you’re ready to prove your worth, lead with clarity, and make marketing impossible to ignore, this is your show. Because when the stakes are high, the marketers who stick are the ones who truly lead.

Subscribe now and be part of the next generation of Sticky CMOs.

Connect with Will Ockenden

https://www.linkedin.com/in/willockenden/ 

https://www.embracingmarketingmistakes.co.uk/2206375 

Connect with Tom Basgil

https://www.linkedin.com/in/tombasgil/

Sticky Tactics

https://www.stickytactics.com/

Produced in partnership with Share Your Genius

www.shareyourgenius.com

How do you stand out when AI lets every SaaS product ship features faster than ever?

In this episode, Tom Basgil speaks with Natalie Marcotullio, Head of Growth and Product Marketing at Navattic, about how AI is revolutionizing the world of product demos. Natalie shares her insights on how platforms like Navattic enable brands to create engaging, high-conversion demos faster and more efficiently than ever before.

They explore the shift from no-code to AI-assisted "vibe coding," and how these advancements allow marketers to deliver more personalized, interactive experiences without needing deep technical expertise. Natalie also discusses the key to building product demos that stand out and resonate with potential customers, as well as how Navattic is helping businesses accelerate their sales cycles by giving prospects hands-on product experiences earlier.

Dive into the episode:

(00:00) The Shift from No-Code to AI

(01:30) Balancing Technical Foundations with AI Assistance

(03:20) How Navattic Automates the Demo "Zero to One" Phase

(05:30) What is an Interactive Demo?

(06:34) Differentiating the Sales Experience in B2B

(08:27) Strategic Risks: Building a Homegrown Customer Portal

(10:30) Pitching Long-Term Projects as Experiments

(13:04) How Demos Improve Pipeline Quality and Conversion

(14:39) Common Pitfalls: Tutorial vs. Strategic Narrative

(15:47) Prioritization and Deep Work for Marketing Leaders

If you’re ready to prove your worth, lead with clarity, and make marketing impossible to ignore, this is your show. Because when the stakes are high, the marketers who stick are the ones who truly lead.

Subscribe now and be part of the next generation of Sticky CMOs.

Connect with Natalie Marcotullio

https://www.linkedin.com/in/natalie-marcotullio/

Connect with Tom Basgil

https://www.linkedin.com/in/tombasgil/

Sticky Tactics

https://www.stickytactics.com/ Produced in partnership with Share Your Genius

www.shareyourgenius.com

AI is everywhere. But is it actually helping marketing leaders win?

In this episode of The Sticky CMO, Tom Basgil sits down with Dana Gardner, President and Principal Analyst at Interarbor Solutions, to talk about the AI hype cycle in B2B marketing. Dana has been analyzing tech trends for decades. He shares a grounded view on where AI delivers real value and where it creates risk for marketing leaders.

If you’re ready to prove your worth, lead with clarity, and make marketing impossible to ignore, this is your show. Because when the stakes are high, the marketers who stick are the ones who truly lead.

Subscribe now and be part of the next generation of Sticky CMOs.

Connect with Dana Gardner

https://www.linkedin.com/in/danagardner/

Connect with Tom Basgil

https://www.linkedin.com/in/tombasgil/

Sticky Tactics

https://www.stickytactics.com/

Produced in partnership with Share Your Genius

www.shareyourgenius.com

Marketing today is a battleground: shrinking budgets, broken attribution, AI everywhere, and relentless pressure to prove ROI. 

Welcome to season 2 of The Sticky CMO, where we take a hard look at how marketing leaders are navigating the chaos.

In this season opener, Tom Basgil shares exciting updates from behind the scenes. A rebrand, fresh insights, and new strategies for marketers looking to stay indispensable. From overhauling social strategies to tackling outdated attribution models, this season is all about actionable, results-driven conversations.

If you’re ready to prove your worth, lead with clarity, and make marketing impossible to ignore, this is your show. Because when the stakes are high, the marketers who stick are the ones who truly lead.

Subscribe now and be part of the next generation of Sticky CMOs.

Connect with Tom Basgil

https://www.linkedin.com/in/tombasgil/

Sticky Tactics

https://www.stickytactics.com/ Produced in partnership with Share Your Genius

www.shareyourgenius.com

In today’s fast-paced marketing world, everything is in constant flux. Budgets are tightening, attribution models are failing, AI is reshaping strategies, and marketing leaders are feeling the heat. Welcome to The Sticky CMO, hosted by Tom Basgil, Strategic Marketing Advisor to B2B startups.

This podcast is for marketing leaders who want to make their mark – not just survive. Each episode, Tom sits down with CMOs, VPs, and other influential voices in marketing to explore how they’re navigating the chaos. From social strategy and paid performance to proving ROI and leading through change, The Sticky CMO delivers actionable insights and real-world advice.

If you’re ready to prove your worth, lead with clarity, and make marketing impossible to ignore, this is your show. Because when the stakes are high, the marketers who stick are the ones who truly lead.

Subscribe now and be part of the next generation of Sticky CMOs.

Produced in partnership with Share Your Genius

www.shareyourgenius.com

B2B organizations want to hear from people.

So bring your personality forward, shake loose from the boxy confines of the B2B space - set your digital persona free!

Nobody really does this better than Analisa Dominic, CMO at network solution gurus Opengear.

Analisa shares the lowdown on Opengear’s mission, before diving into the details of how product marketing supports the business objectives and growth of a company.

Discussing the all-important triangle of marketing, product and sales, Analisa is here to remind us that B2B and B2C are closer than you think - we’re all just people in this game.

How is marketing going to change in the next year? 3 years? 5?

For the CMOs of today and tomorrow, these are crucial questions.

New technologies are surfacing, and the day to day impact is speeding up. Enter Natalie Marcotullio, Head of Growth and Operations at Navattic.

Natalie takes us through exactly how Navattic are changing the prospecting experience and spearheading the no-code movement - custom-built for getting results quicker.

With AI and a cookie-less world painting the landscape for a very different future, this week’s speedy episode dives into a limitless future.

Personal brands are getting more and more important for CMOs.

While you might have heard that message countless times, you may never have had the reasons broken down like Michelle does here.

PR consultant, writer and speaker Michelle Garrett takes Tom through how CMOs at B2B businesses can maximize their use of comms, and draw on the ever-growing potential of personal brand.

Michelle shares her wisdom on everything you need to know about building lasting and fruitful connections with PR teams, sharing thought-leadership and measuring the efficacy of PR - so you can stay top of mind and expand your company’s reach.

It’s all about simplicity.

Simple, right?

That’s the undeniable key takeaway from this week’s masterclass in branding by Global CMO of Siegel and Gale Margaret Molloy.

An expert in rebranding huge businesses, Margaret shares her methodology with clarity and nuance - custom-built to get you closer to your customers.

Remarking on the role of the CMO as a ‘translator’, pinpointing how to successfully adopt a new marketing channel and revealing how to measure your rebranding success, this week is all about boiling it down to the essence.