Scaling Revenue with Agentic AI and ABM (with Wendy White) | Ep. 193

5 snips

Aug 7, 2025

Wendy White, CMO of Daxko, excels in driving AI-powered marketing strategies for the fitness industry. In this conversation, she shares how Daxko utilizes AI not as a replacement, but as a valuable partner in outbound marketing and SEO. Wendy discusses innovative ways to personalize content using AI tools like Clay for data enrichment and AI Piper for lead qualification. She emphasizes the blend of automation and human insight to enhance lead quality while preserving brand voice. A must-listen for marketing leaders looking to scale effectively!

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INSIGHT

Segmented Go-To-Market Motions

Daxko serves distinct buyer types that require different go-to-market motions.
Wendy White personalizes heavily for known accounts and scales different tactics for the long tail.

ANECDOTE

AI Outbound Needed Human Oversight

Wendy experimented with AI outbound and initially saw limited results.
She improved outcomes by enriching data and adding human follow-up when prospects reply.

ANECDOTE

Enriching Lists With Clay And Agency Help

Wendy used Clay and an agency, The Kiln, to find and enrich audiences with missing data points.
That enrichment enabled more personalized AI-driven outbound and better targeting.

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Scrappy ABM brings practical playbooks that don’t break the bank, and in this episode, host Mason Cosby sits down with Wendy White, the CMO of Daxko. Known for being wildly talented and dramatically underappreciated in the world of CMOs, Wendy shares how she integrates AI across ABM and go-to-market strategies.

From AI-powered outbound to long-tail SEO orchestration, Wendy reveals what’s working, what’s not, and how Daxko uses AI as a partner rather than a replacement. She details practical workflows that blend automation with human oversight to protect brand voice, improve lead quality, and empower teams. With real examples—from using Clay for enriched targeting to deploying AI Piper for off-hours lead qualification—this conversation challenges marketing leaders to rethink how they scale.

👤 Guest Bio

Wendy White is the CMO of Daxko, a software company powering over 25 million daily fitness experiences across gyms, YMCAs, martial arts studios, and boutique fitness businesses. At Daxko, Wendy leads AI-driven marketing strategies that accelerate pipeline and enhance customer engagement. She is passionate about ABM, agentic AI, and building revenue engines that move fast without sacrificing quality.

📌 What We Cover

Using AI to personalize content for known buying entities and long-tail markets
How Daxko enriches data with Clay and Seamless to improve outbound precision
Human-in-the-loop strategies for outbound campaigns and SEO content generation
Leveraging AI Piper to qualify leads and support customers during off-hours
Building workflows that 10x content output while protecting brand voice
Avoiding AI missteps by training tools, protecting the brand, and rethinking ops
Creating a new “AI Ops” role to maintain orchestrations and drive efficiency
How AI adoption changes team structures, hiring, and performance expectations

🔗 Resources Mentioned

Daxko
Clay
Seamless
BuiltWith
Qualified
Piper
N8N
The Boring Marketer (Twitter)
The Kiln (agency)

Resources:

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