Every Founder has a story to tell and by telling that story in a compelling way, they can give their company an outsized advantage and the leg up they need in order to grow.The founder of multiple companies and a veritable thought leader in his own right, Scott Albro, joins Hosts Craig Rosenberg and Matt Amundson, for a rollicking romp through the big AI questions now getting asked, the fundamentals for building a successful founder brand, and how to create high-quality content that is worthy of your buyers’ time and attention.The crew dives into an intriguing debate over whether AI Co-Pilots or multitudinous AI Agents will win out in the future as AI is integrated into more go-to-market jobs and processes. Scott shares his three-part framework for helping founders tell compelling stories and everyone, including Sam, shares their favorite examples of successful founder brands.Also, Craig is complimented on his militaristic sleeping abilities and Matt begins the long journey to recovery by admitting to his reprehensible road rage.Sign up for our Newsletter: https://thetransaction.substack.com/Critical TakeawaysFor the love of god, please prioritize quality ahead of quantity. For example, your sales and marketing teams should focus on producing high-quality content and interactions that resonate with target customers, rather than just attempting to increase touchpoints indiscriminately. Just because you can, definitely does not mean that you should (You should have learned this from Jurassic Park).Publishing quality content consistently is critical for anyone building a following on social media platforms. A good cadence for growth on most platforms is posting three times a week. This helps you stay on top of your audience’s feed and top of mind for buyers.Create content in the medium and format that is most comfortable for you. Whether it’s writing, video, or audio, the point is to not make the content production process more painful for you.The three types of stories that Scott recommends founders telling are: 1. How well you understand customer pain points, their priorities, and how to solve their problem. 2. How the market will change and how to navigate it. 3. Your personal journey.Using AI to write crappy, clearly fake comments on LinkedIn posts from contacts within your target accounts will cause major damage to your brand. Automated comments on LinkedIn are extremely easy to spot and Sponsored SegmentRingmaster Conversational Marketing - The Transaction is sponsored by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Interested in becoming a sponsor of The Transaction? Contact thetransaction@samguertin.comChapters00:00 - Walking Through a Winter Wonderland03:23 - Introducing Scott Albro10:51 - AI Adoption is Taking Us Down the Wrong Path13:20 - The Important AI Debates Happening Today16:03 - Where AI Agents & Co-Pilots Fit into Go-To-Market27:20 - Using AI on LinkedIn37:47 - Creating Quality Content47:29 - Scott's Framework for Which Story Founders Want To Tell50:22 - Examples of The Best Founder Brands57:21 - The Impact of Scott's Shoe Game on the MarketEpic Quotes“ AI feels like a market where we are going to experiment our way into the right use cases. Because they're not obvious” - Scott Albro“Every founder has a story to tell. Otherwise they wouldn't have started a company.” - Scott AlbroConnect with Scott AlbroLinkedIn: https://www.linkedin.com/in/scottalbro/  ShoutoutsChris Orlob: https://www.linkedin.com/in/chrisorlob/ Chris Orlob’s Episode of The Transaction: https://substack.com/@thetransaction/note/p-143505807?utm_source=notes-share-action&r=3iae7zMatt Dixon: https://www.linkedin.com/in/mattdixon/ Matt Dixon’s Episode of The Transaction: https://substack.com/@thetransaction/note/p-153859244?utm_source=notes-share-action&r=3iae7zDavid Politis: https://www.linkedin.com/in/davidpolitis/ David Politis’ Episode of The Transaction: https://substack.com/@thetransaction/note/p-152597131?utm_source=notes-share-action&r=3iae7zJohn M. Jack: https://www.linkedin.com/in/johnmjack/ Bland.ai: https://www.bland.ai/ Dan Gottlieb: https://www.linkedin.com/in/danielpgottlieb/ Dan Gottlieb’s episode of The Transaction: https://substack.com/@thetransaction/note/p-149757433?utm_source=notes-share-action&r=3iae7zGartner: https://www.gartner.com/en AI Adoption Study from Scale Venture Partners: https://www.scalevp.com/insights/ai-gtm-flash-survey-how-marketing-teams-are-actually-using-ai/ Regie.ai: https://www.regie.ai/ Outreach: https://www.outreach.io/ Salesloft: https://www.salesloft.com/  Srinath Sridhar: https://www.linkedin.com/in/sridharsrinath/ Jensen Huang: https://www.linkedin.com/in/jenhsunhuang/ Marc Beniof: https://www.linkedin.com/in/marcbenioff/ Tobias Lütke: https://www.linkedin.com/in/tobiaslutke/ Shopify: https://www.shopify.com/ ServiceTitan: https://www.servicetitan.com/ Adam Robinson: https://www.linkedin.com/in/retentionadam/ RB2B: https://www.rb2b.com/ Nick Mehta: https://www.linkedin.com/in/nickmehta/  Love the show? Give us a shoutout on LinkedIn and tell us what you loved!

Adam B. Needles, CEO of Annuitas and author of "The Chief Growth Officer's Handbook," shares his sharp insights on B2B go-to-market strategies. He argues that the current challenges in the B2B buying experience often stem from the CMO's role. Adam outlines the three essential components for an effective GTM blueprint: understanding the buyer's journey, identifying stakeholders, and knowing their content habits. He warns that no amount of AI can mask a flawed strategy, pushing for a more cohesive and buyer-centric approach in marketing.

Mini Peiris, CMO of Nintex, dives into the human side of B2B marketing, stressing the importance of connecting with the people behind the transactions. She discusses building brand affinity by understanding buyer needs and goals. The conversation shifts to the crucial role of the CMO in post-sale customer engagement, highlighting strategies for ongoing customer success and advocacy. Additionally, Mini shares insights on effective collaboration with sales and the need for a unified internal brand culture, ensuring every interaction feels meaningful.

David Politis, Founder and Executive Chairman of BetterCloud and host of Not Another CEO Podcast, shares his insights on B2B marketing and SaaS growth strategies. He recalls his transformative experience of speaking with 100 customers in 100 days. David argues that a smaller Total Addressable Market (TAM) can drive faster growth for startups and stresses the importance of narrowing down the Ideal Customer Profile. He emphasizes building authentic customer relationships and tailoring strategies to specific segments for better engagement.

Kyle Porter, Founder of Salesloft and master of marketing stunts, shares his wild tales of branding, including hiring a Marc Benioff impersonator at Dreamforce. He discusses the impact of creative marketing strategies like a drone money gun and how these bold moves elevated brand visibility. Porter emphasizes the importance of cultivating a loving company culture that resonates with customers, fostering loyalty that makes them champions for your brand. Join him for laughter and insights on the power of customer engagement and organizational health.

Tricia Gellman, CMO of Box, shares her expertise on aligning sales and marketing. She emphasizes the importance of shared metrics and definitions of opportunities to prevent confusion and drive performance. Gellman highlights the need for brand building to resonate with C-suite decision-makers and discusses the rising significance of peer recommendations in product marketing, especially post-pandemic. Additionally, she provides insights on navigating the shifts in B2B sales and the impact of AI on industry dynamics.

Dave Gerhardt, Founder and CEO of Exit Five, shares his expertise on leveraging AI for B2B marketing. He highlights how AI serves as an idea starter for creativity rather than a replacement for human writing. The conversation shifts to the power of influencer marketing, emphasizing the effectiveness of working with micro-influencers who cater to niche audiences. Gerhardt also discusses the critical role of founder branding and social media as primary marketing channels, urging marketers to adopt more specific Ideal Customer Profiles for better traction.

Today Matt and Craig open the floodgates to actionable marketing insights with seasoned guest, Carlos Hidalgo Co-Founder and CEO of Digital Exhaust. The episode focuses on the landscape of marketing, shedding light on the challenges and missteps related to AI, new technologies, and the tendency to chase after shiny objects. It examines the struggles CMOs face in balancing short-term demands with long-term strategies, emphasizing the significance of mutual respect and alignment between marketing, sales, finance, and product teams for sustainable success. Takeaways:Treat sales, finance, and product teams as partners. Spend dedicated time to understand their perspectives and needs, just as you would with external customers.Avoid reliance on broad ICP (Ideal Customer Profile) definitions. Instead, invest in detailed customer insights and keep them updated.Encourage shared goals amongst all business teams to foster a sense of joint accountability and drive consistent messaging and strategy.Resist the temptation to engage in short-term tactics at the expense of long-term strategy. Balance immediate actions with initiatives that build sustainable growth.Use customer insights to drive the creation of valuable content, campaigns, and product features that genuinely address customer pain points.Integrate sales feedback into marketing plans to ensure campaigns and content meet the practical needs of the sales process.Celebrate joint successes and publicly acknowledge contributions from different teams to reinforce the value of teamwork.Chapters:00:00 Introduction / Why Are You Bitter Today?02:08 Guest Introduction: Carlos Hidalgo02:30 Carlos' Story: Meeting Craig07:54 Market Misconceptions and Shiny Object Syndrome08:57 The Importance of Customer Understanding10:38 CMOs and the Seat at the Table18:09 Alignment Across the Organization25:58 Shared Goals and Compensation27:47 Customer-Centric Marketing28:18 Addressing Sales Roadblocks32:41 The People Problem in Alignment35:39 The Role of Marketing in Sales Success38:10 Understanding the Customer42:13 Final Thoughts and ConclusionQuote of the Show:“Growth doesn't go out of style. Growth has always been the goal.” - Carlos HidalgoSponsor:The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Carlos:LinkedIn: https://www.linkedin.com/in/carlosahidalgo/ Website: https://digitalexhaust.co/ Shoutouts:Phil Fernandez https://www.linkedin.com/in/phil-fernandez-6902881/ Ray Rike https://www.linkedin.com/in/rayrike/ AJ Gandhi https://www.linkedin.com/in/anjaigandhi/ McAfee https://www.mcafee.com/ ZoomInfo https://www.zoominfo.com/  Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1 

In this episode, Matt and Craig welcome Jon Miller, Co-Founder of both Marketo and Engagio, who discusses the evolution of B2B marketing and sales strategies. They critique traditional methodologies like MQLs and programmatic email marketing, stressing the need for creativity and relationship-building. Key themes from this episode include the significance of content quality over quantity, customer-centric approaches, and the foundational role of market positioning and core fundamentals. The conversation explores the strategic shift required of modern CMOs, the importance of proprietary research, personal branding, and community building for reputation, and the necessity of evolving marketing metrics and reporting to reflect new market realities.Takeaways:Emphasize creating high-quality, valuable content that genuinely addresses the needs and interests of your target audience. Avoid the temptation to flood the market with low-value, high-volume content.Assess the effectiveness of current marketing tactics and adapt to evolving market dynamics. Consider moving away from outdated methods that no longer resonate with buyers.Shift the focus from treating buyers as leads to nurturing relationships and providing genuine value. Evaluate how your strategies impact customer satisfaction and loyalty.Use long-form content like podcasts, research reports, and comprehensive guides to build authority and engagement.Encourage key executives and thought leaders within the company to build their personal brands. This can amplify the company's reputation and provide a human touch to your corporate identity.Create content based on unique, proprietary data that your organization possesses. This positions your company as a thought leader and provides valuable insights that only you can offer.Invest in creating and nurturing vibrant communities both online and offline, including organizing events, fostering online forums, and creating spaces for meaningful interactions.Chapters:00:00 - Discussing Matt’s Haircut01:29 - Guest Introduction: Jon Miller07:13 - Challenges in Modern Marketing12:45 - Customer-Centric Strategies20:48 - Content Creation and Market Education24:35 - Reputation vs. Brand: Building Trust in the Marketplace24:57 - Leveraging Personal Brands and Proprietary Research29:06 - The Role of Community in Reputation Building33:06 - Positioning and Differentiation: The Key to Market Success40:53 - The Evolving Role of the CMO43:48 - Concluding ThoughtsQuote of the Show:“We've lost sight of the core fundamental. The true core fundamental is a mindset of what's right for the customer.” - Jon MillerSponsor:The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Jon:LinkedIn: https://www.linkedin.com/in/jonmiller2/ Website: https://www.jonmiller.com/ Shoutouts:Gretchen DeKnikker https://www.linkedin.com/in/gretchend/ Outreach https://www.outreach.io/ SalesLoft https://www.salesloft.com/ Gong https://www.gong.io/ Carta https://carta.com/ DemandBase https://www.demandbase.com/ Adam Robinson https://www.linkedin.com/in/retentionadam/ AudiencePlus https://audienceplus.com/ John-Henry Scherck https://www.linkedin.com/in/jhtscherck/ Rippling https://www.rippling.com/ AJ Gandhi https://www.linkedin.com/in/anjaigandhi/ Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1 

In this episode, Matt and Craig explore the role of advisors in driving B2B business growth with Carilu Dietrich, an ex-CMO and current hypergrowth advisor to CEOs and CMOs. Carilu shares her insights on the importance of having a skilled team of advisors to support executives, highlighting the need for different types of advisors at various growth stages. The discussion also delves into the nuances of building valuable professional networks and how to effectively seek and maintain advisory relationships. The episode emphasizes that the right advisory connections can be pivotal in determining the success and growth trajectory of a business.Takeaways:Determine the specific areas where your team lacks expertise and seek advisors who can fill those knowledge gaps.Create advisory roles with clear goals, timelines, and built-in review periods to ensure the relationship remains beneficial.Actively attend and engage in industry events and speaking engagements to build your network.Regularly nurture relationships with your network through periodic meetings and informal get-togethers to maintain strong connections.Maintain a small group of trusted individuals who are intimately familiar with your challenges and can provide immediate feedback.When reaching out to potential advisors or network connections, reference their work and specify how their expertise could help with your current challenges.Continuously assess the value derived from advisory relationships and refine your advisory strategy to better align with your evolving business needs.Chapters:00:00 - Introducing B2B Famous05:29 - The Importance of Advisors10:10 - Building Trust with Advisors14:08 - Effective Executive-Advisor Relationships21:29 - The Value of Continuous Learning23:37 - The Quest for Knowledge and Networking25:06 - The Role of Advisors in Business26:41 - Building and Leveraging Networks30:43 - Effective Outreach Strategies39:56 - The Importance of Layers in Networking42:24 - Conclusion and Final ThoughtsQuote of the Show:“Trust is the biggest currency we have in business.” - Carilu DietrichSponsor:The Transaction is sponsored and produced by Ringmaster, on a mission to create connections through Branded podcasts. Learn more at https://ringmaster.com/Connect with Carilu:LinkedIn: https://www.linkedin.com/in/cariludietrich/ Website: https://www.carilu.com/ Shoutouts:Maria Pergolino https://www.linkedin.com/in/mariapergolino/ Dennis Lyandres https://www.linkedin.com/in/dlyandres/ Atlassian https://www.atlassian.com/ 1Password https://1password.com/ Oracle https://www.oracle.com/ Rick Schultz https://www.linkedin.com/in/rischultz/ Databricks https://www.databricks.com/ Diego Lomanto https://www.linkedin.com/in/diegolomanto/ AJ Gandhi https://www.linkedin.com/in/anjaigandhi/ Follow the Show:Craig’s LinkedIn: https://www.linkedin.com/in/craigrosenberg/ Matt’s LinkedIn: https://www.linkedin.com/in/matt-amundson-91657236/ The Transaction on LinkedIn: https://www.linkedin.com/company/the-transaction/ The Transaction Website: https://thetransactionpod.com/ Substack: https://thetransaction.substack.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/3i3r3WLacRZiSa7dOaOgDz Apple Podcasts: https://podcasts.apple.com/us/podcast/the-transaction/id1734518309 YouTube: https://www.youtube.com/@TheTransaction?sub_confirmation=1