OnBase: Smashing Sales and Marketing Misalignments

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Lydia Hutchison for a powerful conversation on what works in modern B2B prospecting. Lydia explains why typical AI-personalized messages fail to cut through and how relevance, rooted in deep customer understanding, wins every time.She unpacks her triple-touch framework, the value of tone and timing, and the human psychology that underpins effective outreach. Lydia also reveals her favorite high-converting tactic that combines manual research with real-time relevance. If you’re struggling with connect rates, sequence performance, or objection handling, this episode offers a fresh, actionable perspective.Key TakeawaysRelevance Trumps Personalization: Generic personalization wastes the prospect’s time. Relevance speaks directly to their daily pain and success metrics—and that's what drives replies.Triple-Touch Strategy Works: Lydia advocates a three-channel approach—phone, LinkedIn, email—for testing message resonance and adjusting in real-time based on feedback.Lead with Psychology, Not Scripts: Authentic, thoughtful outreach begins with understanding how people accomplish their tasks—and how you can help them do it more effectively.Objections Aren’t Always Real: Recognize the difference between a true objection and simple disinterest. Learn to use tone, timing, and multichannel follow-up to stay human and helpful.AI is a Research Assistant, Not a Salesperson: When used well, AI can support better outreach by helping reps research personas and challenges, but it shouldn’t write your messages for you.Quotes“Everybody is getting their job done without you. So your job is to show them how to do it better—not tell them they’re doing it wrong.”Best Moments (0:56) Lydia Hutchison's Journey into Sales (2:59)Developing Expertise in Sales Execution and Prospecting  (8:00) Differentiating Relevance and Personalization in Prospecting(12:09) Key Factors to Make a Sales Message Stand Out (14:19) Example of Focusing on Relevance Over Personalization (16:27) Process for Ensuring Consistent and Compelling Messaging Across Sales Teams(18:34) Approaching Objection Handling (20:33) Actionable Advice for Struggling Prospecting Teams Shout-outsJason Bay – Lydia recommends Jason for practical advice on sales openers and messaging, especially for go-to-market teams. His content helps reps connect more effectively with prospects.Jen Allen-Knuth- Jen’s focus on the psychology of sales resonates with Lydia. She recommends Jen’s insightful LinkedIn posts on buyer behavior and objection handling.About the GuestLydia Hutchison is the Head of Business Development at DataHub. She is a data-obsessed sales leader, builder of outbound sales motions, from early-stage startups to global enterprises. Lydia is passionate about coaching for success and empowering sales development orgs to crush their revenue and career goals.Website: datahub.comConnect with Lydia.

Episode SummaryThis episode delves into the core principles of sales success and scaling go-to-market strategies through leveraging and alignment. Chaz Horn reflects on his inspiring career transformation and shares actionable insights on creating impact with minimal resources. He introduces his TTABS framework, discusses how mindset drives sales success, and explores how AI can revolutionize sales and training efficiency. Chaz's emphasis on transformation, both personal and professional, offers a fresh lens on building businesses that truly change lives while delivering results.Key TakeawaysThe Power of LeverageStrategic collaborations, like partnering with industry leaders, amplify reach and credibility.Mindset Drives SuccessPerspective acts as either an anchor in mediocrity or a springboard into potential.AI's Role in SalesGenerative AI can automate tasks like creating origin stories, building training materials, and crafting personalized customer experiences.TTABS Framework:Understand the tactic and technique while maintaining an attitude of service, tracking behaviors, and aligning strategy with goals..Focus on TransformationHelping clients achieve transformation in their lives or businesses builds conviction and long-lasting business success.Quotes"AI can't replace the genuine connection humans bring to sales, but it enhances how we prepare for those connections."Best Moments (02:50) – Chaz recounts his transformation from the worst salesperson to a top performer through mentorship and systemized processes.(08:30) – Insights on leveraging relationships through strategic collaborations to maximize impact and sales outcomes.(16:37) – Discussion about the evolving role of AI in sales and how it’s redefining customer interactions.(24:08) – Balancing AI's efficiency with the human touch in storytelling and sales processes.(30:54) – The importance of creating a mindset focused on client transformation rather than solely selling.Tech RecommendationsChatGPT – For creating content like origin stories and streamlining the sales processNotebook LM- Google – Enables structured content creation for training and client interaction.Grok – AI storytelling tool ideal for crafting narratives and educational content.Whisper – Efficient voice-to-text solution for creating formatted documents on the fly.LinkedIn – A fundamental platform for B2B lead generation and networking.Claude – Preferred for copywriting and crafting engaging content.Resource RecommendationsBooks:Fearless Living by Jamie Winship – A book on understanding identity to unlock personal and professional growth.0X is Easier Than 2X by Dr. Benjamin Hardy and Dan Sullivan – Focuses on achieving exponential results by simplifying prioritiesShout-OutsCraig Groeschel - Senior Pastor and Founder at LifechurchAbout the GuestOnce homeless and ranked last out of 119 sales reps, Chaz Horn turned his career around by embracing mentorship and a proven system—jumping to #3 in just 45 days and earning over $14,000 in commissions. That breakthrough sparked his mission to help others achieve the same transformation.Since founding Mastery of B2B Sales in 2016, Chaz has helped hundreds of consultants, coaches, and small B2B businesses consistently identify, attract, and onboard clients using his proprietary TTABS framework:Tactic, Technique, Attitude, Behavior, and Strategy—the five essentials for predictable growth.Author of The B2B Blueprint to Predictable Sales, Chaz blends systems thinking with personal transformation. His approach is shaped by overcoming real-life adversity—from depression and obesity to rebuilding his life through faith, biohacking, and discipline.He lives by a “Get To” mindset and brings energy, clarity, and conviction into every keynote, coaching session, and client engagement.📘 Grab Chaz’s book – The B2B Blueprint To Predictable Sales (includes video training)Website: masteryofb2bsales.comConnect with Chaz.

Episode SummaryThis episode explores the nuances of scaling demand generation strategies from startups to established organizations. Lily Youn highlights the importance of building a strong foundation through account-based strategies, data hygiene, and team alignment. She discusses the differences between startup scrappiness and scale-up structure, the role of AI in demand generation, and how to identify quick wins for immediate impact. Lily also shares actionable insights for optimizing conversions, improving CRM processes, and fostering collaboration across teams..Key TakeawaysFoundation is EssentialSuccess in demand generation starts with targeting the right accounts, as they form the base of effective strategies.Alignment Creates MomentumRegular, agenda-driven meetings with key stakeholders help ensure seamless collaboration between sales and marketing.AI as an Efficiency DriverAI tools can streamline personalization, simplify content operations, and elevate demand gen workflows.Data Hygiene is Non-NegotiableClean, well-structured CRM data is critical for reliable reporting and scalability across company stages.Startup vs. Scale-Up DynamicsStartups require focused ICP development, while scale-ups demand scalable processes and systems.Quotes"Targeting the wrong prospects is the single biggest challenge in B2B sales today."Best Moments (01:37) – Lily shares her career journey from BDR to demand generation leader, reflecting on early lessons in scrappiness and resourcefulness.(04:50) – The critical role of account-based strategies and why a strong foundation starts with the right ICP.(07:20) – Navigating startup-to-scale-up transitions and the importance of scalable processes and clean CRM data.(12:07) – Leveraging tech and AI to enhance efficiency in demand generation and content operations.(14:00) – Lily’s focus on alignment, OKRs, and communication as keys to success in scaling demand gen teams.Tech RecommendationsWorkBoard – For setting and tracking OKRs to maintain team alignment and prioritize business goalsZoomInfo Co-Pilot – An AI-powered tool for streamlining demand gen efforts and improving account targeting.Asana – A project management solution to enhance productivity and maintain focus on KPIs.Resource RecommendationsBooks:Reset: How to Change What's Not Working by Dan Heath – A guide for improving leadership practices and daily operations.Shout-OutsShannon Hawari - Head of Growth @ elvexGraham Collins - Head of Partnerships at QuotaPathAbout the GuestLily Youn Jaroszewski is the VP of Demand Generation and Revenue Marketing at Aprimo, the leading digital asset management technology for marketing and customer experience departments.Her experience in B2B and B2C tech companies includes building demand generation teams and quota capacity models to support AEs from Seed-Funded to Public companies.Website: aprimo.comConnect with Lily.

Episode SummaryIn this provocative and insightful episode, OnBase host Chris Moody reunites with Lukas Egger to discuss one of the most talked-about frontiers in business innovation: agentic AI. Lukas explores how companies can move beyond demos and hype to implement AI in ways that reshape business models and unlock new value creation.Key TakeawaysPrioritizing Agentic AI: Leaders must prioritize agentic AI for business preparedness due to the significant investment and potential for new value creation.Understanding Misconceptions: It's crucial to recognize the "Jagged Frontier of AI," where AI's capabilities are counterintuitive, and avoid the "Lego brick fallacy," which assumes AI can be simply plugged into existing processes.Lowering Cost of Failure: To confidently adopt AI, businesses must systematically lower the cost of failure, iterate quickly, and democratize the process.Data-Driven Insights: Robust data and real answers are essential for understanding the ROI and impact of AI changes on business processes, systems, and people.Competitive Advantage: Instead of focusing solely on common AI use cases, businesses should identify their unique, unfair advantages and engage in rapid iterations and customer conversations to discover differentiating functionalities.Integrated Innovation: Marketing, sales, and business development should be involved early in the AI innovation process to ensure that new solutions align with market needs and monetization strategies.Beyond Peacocking: Avoid simply "peacocking" with AI by replicating what others are doing; instead, focus on deep integration and solving real business problems.Best Moments 02:00 – Lukas describes his nonlinear path from philosophy and startups to enterprise innovation at SAP.05:00 – The promise of agentic AI: opening up new domains for value creation and strategic repositioning.10:00 – Breaking down misconceptions: why traditional planning fails in the face of fast-moving AI.15:00 – Lowering the cost of failure and why “small wins” are key to long-term adoption.20:00 – Avoiding AI homogeneity: how to resist the urge to copy competitors and build a real moat.26:00 – Implementing AI at scale in large organizations: the hidden value of domain expertise and transparency.32:00 – The behaviors leaders must change to avoid missing the AI wave entirely.38:00 – Why marketers and sales teams must embed in AI development—early and often.Shout-outsHelen and Dave Edwards, Co-Founders of Artificiality Institute who discuss the emotional components of AI technology.Peter Temes, Founder and President, ILO Institute, for his deep understanding of basicAbout the GuestLukas N.P. Egger leads the Innovation Office & Strategic Projects team at SAP Signavio, where he focuses on de-risking new product ideas and establishing best-in-class product discovery practices. With a successful track record in team building and managing challenging projects, Lukas has expertise in data-driven technology, cloud-native development, and has created and implemented a new product discovery methodology. Excelling at bridging the gap between technical and business teams, he has worked in AI, operations, and product management in fast-growth environments. As a founder, he has experience building lean and iterating quickly to create saleable software with limited resources while fostering loyalty. Lukas has movie credits for his work in Computer Graphics research, published a book on philosophy, and is passionate about the intersection of technology and people, regularly speaking on how to improve organizations.Connect with Lukas.

Episode SummaryThis episode dives deep into the heart of creativity in B2B marketing as Jeff and Carman illuminate the power of bold ideas in revitalizing campaigns. From the challenges of standing out in a "sea of sameness" to the unique opportunities presented by AI, the duo shares actionable insights on rethinking how brands engage, differentiate, and capture attention in complex B2B environments. Learn how to leverage concepts like the "Big Long Idea," champion creativity, and foster meaningful connections with your audience.Key TakeawaysMove Beyond the "Sea of Sameness": Creativity provides the differentiation needed to stand out in saturated markets like manufacturing.The Big Long Idea Framework: A strategy focused on developing campaign platforms that can scale and endure over time (3-5 years), providing consistency across touchpoints.The Role of AI in Creativity: While AI offers tools to streamline processes, the human element remains crucial to driving authentic creativity.Listening as a Competitive Edge: Out-listening your competitors can generate fresh ideas and create meaningful customer campaigns.Revitalize Through Buy-In: Achieving alignment from stakeholders is essential; nurture collaboration among marketing, sales, and leadership to ensure bold campaigns succeed.QuotesThe biggest challenge for creativity is the modern worship at the altar of technology. We've traded bold ideas for efficiency." - Jeff White"Happier people make better products, and better products make happier people. That’s creativity in a nutshell." - Carman PirieBest Moments (06:50) – Differentiating in Bland Markets : Jeff and Carman discuss how creativity can help brands stand out in heavily regulated and saturated industries like packaging and manufacturing.(12:30) – The Big Long Idea Explained : A deep dive into the "Big Long Idea" framework, showcasing how it provides consistency and creativity for campaigns that last 3-5 years.(15:45) – Happiness in the Making : A case study on how creative insights led to a powerful tagline and campaign essence for a contract manufacturer.(24:11) – Out-Listening Competitors : Carman shares how listening to customers and competitors can unlock fresh, creative ideas for campaigns.(36:40) – Courage to Pick Up the Phone : A discussion on the importance of direct conversations for both marketers and sales professionals to gain valuable insights.Shout-OutsUna De Boer - CMO, WhiteWater West Industries Ltd.About the GuestJeff White: the co-founder of Kula Partners, an agency designed to help leading manufacturers digitally transform their marketing and sales. A User Experience (UX) and usability expert, Jeff began building sites for the web over 25 years ago. He leads the design and development practice at Kula Partners. Several years ago, Jeff returned to NSCAD University as a sessional professor, bringing his understanding of web standards to a new generation of design students.A passionate advocate for usability and an open web that is accessible to everyone, Jeff frequently speaks on web design, usability, accessibility, marketing, and sales at events such as HubSpot’s Inbound conference.Connect with Jeff.Carman Pirie: the co-founder of Kula Partners, an agency built to help leading manufacturers digitally transform marketing and sales to deliver more leads, close more prospects, and grow their competitive edge. Over his nearly three decades in marketing and communications, Carman’s career has taken him from the halls of Canada’s Parliament to various client-side and agency-side marketing leadership roles. Along the way, he has advised Fortune 100 clients, governments, and non-profit organizations. At Kula Partners, Carman serves as lead marketing and sales counsel to the firm’s diverse range of North American manufacturing clients.Connect with Carman.Website: kulapartners.com

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Jacek Materna as they explore how account-based marketing (ABM) has evolved from traditional sales tactics to precision-driven strategies fueled by AI. Jacek reflects on his career in ABM, starting in enterprise sales during the 2000s, and shares practical advice for implementing effective ABM programs. The episode tackles common missteps, such as over-reliance on tools, and outlines the importance of aligning sales and marketing teams. Jacek also dives into real-world use cases of AI in ABM, from hyper-personalization to advanced measurement tactics, and how businesses can stay competitive in today’s fast-paced Martech landscape.Key TakeawaysABM is Old School Personalization with a New Name: ABM is an extension of the enterprise sales motion that has existed for decades but now incorporates modern tools and strategiesAlignment is Critical: Sales and marketing teams need to collaborate closely, with shared goals and metrics, to make account-based strategies successful.AI Supercharges Personalization: AI enables cost-effective hyper-personalization but also risks oversaturating the market. Companies need to find ways to stand out amidst increasing competition.Intent Data Isn’t a Silver Bullet: Many companies fall victim to “intent hangovers”—placing too much faith in intent platforms as a standalone solution without building strategy or alignment first.Tools Are Not the Starting Point: Businesses should focus on strategy and human connection before investing in costly tools they might not fully utilize.Quotes"The best marketers are sellers at heart, and the best sellers are masterful storytellers."Best Moments (03:25) – Jacek’s Career Beginnings : Reflecting on how enterprise sales in the early 2000s laid the foundation for his passion for ABM.(09:00) – Enterprise Sales Meets AI : Jacek highlights moments when human storytelling intersected with cutting-edge digital tools.(15:45) – Tips for Aligning Sales and Marketing : Practical advice on simplifying strategies and focusing on shared metrics like pipeline and bookings to unite teams.(26:48) – The "Intent Hangover" Phenomenon: Jacek’s critical analysis of businesses that over-invest in intent data without a coherent strategy.(33:20) – What’s Next for AI in ABM? : A candid discussion about how AI will expand capabilities for teams while creating new challenges in a saturated market.Tech RecommendationsChatGPTResource RecommendationsBooks:The 22 Immutable Laws of Marketing by David Drummond Obviously Awesome by April Dunford: How to Nail Product Positioning so Customers Get It, Buy It, Love ItTrump: The Art of the Deal by Donald J. TrumpMovie: Glengarry Glen RossPodcasts:All-In PodcastInvest like the BestAbout the GuestJacek Materna is a 3x founder and seasoned technology executive who specializes in scaling growth-stage companies. With a track record of successful exits and deep experience in B2B SaaS, security, fintech, and edtech, Jacek brings a practical, no-fluff perspective on what it takes to drive real business outcomes.He’s led global teams, launched products that generate tens of millions in ARR, and helped companies—from first-time founder startups to PE-backed platforms—unlock margin expansion, go-to-market velocity, and lasting cultural alignment. His leadership experience spans roles as CEO, COO, and CTO, with responsibilities across product strategy, corporate development, P&L oversight, and M&A.Jacek currently serves as CEO of Full Circle Insights and is passionate about helping organizations turn complexity into clarity. Whether he's advising boards, restructuring teams, or speaking on stage, his mission is always the same: drive value, move fast, and scale smart.Website: https://www.fullcircleinsights.com/Connect with Jacek.

Episode SummaryOn this episode of OnBase, host Paul Gibson sits down with Ingrid Archer to discuss "cracking the ABM code" and uncover why successful ABM initiatives require more than just strategy. Ingrid shares her expertise on balancing localized needs within European markets, overcoming common misconceptions about ABM, and using AI to streamline processes at every stage of account-based execution.From highlighting the importance of sales and marketing collaboration to providing actionable steps for initiating ABM, Ingrid offers incredible insights for marketers at every stage of their ABM journeys. This episode also dives into key hurdles like impatience, budget constraints, and the lack of education around ABM, offering solutions to overcome these issues.Whether you’re new to ABM or looking to refine your current strategy, Ingrid’s advice is an invaluable resource.Key TakeawaysSales and Marketing Alignment is Crucial: Successful ABM hinges on teamwork between sales and marketing. Forget the silos and work as one cohesive unit.Educate Before You Start: Teams must understand what ABM truly involves before implementation to avoid misconceptions and ensure success..ABM is Complex but Rewarding: While ABM can be more challenging than traditional approaches, its ability to deliver measurable, targeted outcomes makes the effort worthwhile.AI Helps Build Efficiency: Leveraging AI in areas like account segmentation, personalization, and research can improve the execution of ABM strategies.Think Long-Term: Patience is key when rolling out ABM initiatives. Avoid rushing and focus on creating a solid strategy before launching campaigns.Quotes“AI is not replacing marketers; marketers using AI will replace those who don’t use it.”Best Moments 01:03–02:46 Ingrid shares her early career story of spotting gaps in the B2B agency world.09:04–10:13 Comparing ABM approaches in Europe versus the United States and the role of cultural nuances.16:15–16:33 Ingrid discusses the importance of educating teams and managing expectations for ABM programs.23:12–24:57 Insights on data quality and why having a dedicated resource to manage data is critical for ABM.28:45–30:47 Ingrid explains how SPOTONVISION is weaving AI into every step of the ABM framework for speed and accuracy.Tech RecommendationsTrendemonApolloResource RecommendationsBooks:Purple Cow by Seth Godin: Transform Your Business by Being RemarkablePermission Marketing by Seth Godin: Turning Strangers Into Friends And Friends Into CustomersNewsletter:Strategic B2B Marketing: Linkedin newsletter by Thomas AllgeyerB2B leaders to followThomas Allgeyer - Founder, B2B MarketingBob Peterson - Vice President, Principal Analyst, Forrester ResearchAbout the GuestIngrid Archer is Co-founder of B2B Marketing agency SPOTONVISION as well as the B2B Marketing Forum in Europe. She is responsible for customers, consultants and the marketing of SPOTONVISION. She is a certified Buyer Persona and ABM practitioner and has a strong focus on integrated marketing approach from buyer personas, lead generation, demand generation, to account-based marketing. Ingrid enjoys writing and giving marketing training, including our own B2B Vision Academy. She regularly writes on B2B marketing for blogs such as Marketingfacts and Emerce.Website: spotonvision.comConnect with Ingrid Archer

Episode SummaryIn this episode, Host Chris Moody is joined by Eric Feige to discuss how businesses can win with go-to-market (GTM) strategies by setting realistic digital transformation goals, fostering cross-functional alignment, and leveraging tools like Demandbase for scalable growth. Eric’s breadth of experience—from entrepreneurship to consulting with Fortune 500 companies—offers unique perspectives on the practical steps organizations can take to achieve revenue growth, avoid common pitfalls, and innovate without unnecessary risk. Eric also shares advice on using AI and composable technology to accelerate success in go-to-market strategies.Key TakeawaysCross-Functional Collaboration is Essential: GTM success requires alignment across sales, marketing, technology, and compliance teams, with a clear P&L owner driving the effort.Set Realistic Digital Transformation Goals: Break down large initiatives into achievable milestones that deliver short-term wins and lay the foundation for long-term growth.Leverage Tools to Scale Without Additional Labor: Platforms like Demandbase help integrate insights, streamline workflows, and enable scalable, personalized outreach without adding overhead.The Importance of Beacon Projects: Start with “beacon projects” that showcase clear value across teams and convert skeptics into advocates for change, aligning everyone on revenue objectives.AI as a Catalyst for Personalization: While AI can help optimize content and enable hyper-personalized messaging, its impact is amplified when integrated with robust go-to-market platforms.Quotes"AI enables us to scale personalization, but success still lies in orchestrating the right data, systems, and teams."Best Moments (03:30) – The Foundations of Cross-Functional GTM Success(08:40) – Setting Realistic Digital Transformation Goals(13:10) – Tools for Scalable Revenue Growth(19:50) – Introducing Beacon Projects(26:25) – AI's Role in GTM TransformationResource RecommendationsBooks:Beastie Boys Book by Michael DiamondAbout the GuestEric Feige is a seasoned leader and digital transformation expert with experience as a venture-backed entrepreneur, digital strategist, and head of digital at top organizations like Deloitte, KPMG, JP Morgan, and Prudential Financial. As the Managing Director at VShift, Eric helps businesses unlock sustainable revenue growth by aligning digital goals with cross-functional collaboration across sales, marketing, and technology teams.Website: ⁠https://www.vshift.com/⁠⁠Connect with Eric⁠.

Episode SummaryThis episode dives into the critical role of data quality in unlocking the true potential of AI for ABM success. Daryn Smith shares how organizations can move from AI hype to AI readiness, focusing on bridging data silos and using AI effectively. The discussion explores practical steps to improving data management, leveraging AI tools to streamline processes, and why leadership plays a pivotal role in driving change. Daryn also reveals fascinating use cases where AI has made a tangible difference in business operations and marketing strategies.Key TakeawaysAI Readiness is LaggingOnly 8.5% of companies are truly AI-ready, despite executives highly prioritizing AI adoption.Data Quality is Key:70% of respondents prioritize data quality over AI, revealing that unstructured or siloed data hampers AI effectiveness.Leadership’s Role in AI SuccessLeaders must champion AI adoption while being transparent about the need for continuous improvements in data management and AI training.Blind Automation Can Undermine ResultsAI often requires contextual data and meaningful human oversight to produce relevant, impactful recommendations.Practical AI ApplicationsFrom creating AI-driven RFP agents to developing AI tools that emulate senior employees' knowledge, simple yet impactful use cases can revolutionize workflows.Best Moments (01:10) – Daryn's Career Journey : From web developer to CEO, Daryn details how his unique background has shaped his approach to marketing and AI-led transformation.(04:53) – The Growing Importance of AI Readiness : Daryn highlights how data silos and poor data quality hinder AI’s potential and shares insights from Hubble Digital's recent research.(10:57) – AI’s Role in Revolutionizing ABM : Daryn and Paul discuss how AI-powered tools are automating manual tasks, leading to better account targeting and personalized campaigns.(14:00) – The Disconnect Between Leadership and Reality : A candid discussion on why executives often overestimate their organizations' AI capabilities.(34:06) – AI in Practical Use Cases : Daryn shares how Hubble Digital uses AI agents to streamline RFP responses and retain institutional knowledge.(22:27) – Evolving Data Systems : Tips on keeping CRM and ABM systems agile to adapt to business changes, ensuring they retain their value long term.Tech RecommendationsHubSpot – A platform supporting ABM strategies and AI integration for CRM efficiency.Fathom.ai – A tool for turning unstructured sales and marketing data into actionable insights.Books:Hacking Marketing by Scott Brinker - Agile Practices to Make Marketing Smarter, Faster, and More InnovativeDharmesh Shah - Founder & CTO, HubSpotDave Gerhardt - Founder, Exit Five

Episode SummaryTune in as host Paul Gibson sits down with Matthew Creswick, Chief Marketing Officer at Huble Digital, to explore the 95-5 marketing strategy. This insightful episode dives into balancing long-term brand building with capturing in-market demand, the evolving buyer landscape, the role of AI, and how intent data is changing the game for B2B marketers. Whether you’re a seasoned pro or new to the field, this episode offers actionable advice and fresh perspectives on marketing strategy.About the GuestMatthew Creswick is an experienced marketing and business leader with over ten years of experience in the HubSpot industry. He has held senior roles, including Regional Managing Director, Chief Marketing Officer, and Chief Product Officer, and has worked across Europe and Southeast Asia.A certified HubSpot trainer with a Bachelor’s degree in Business Management with Marketing, Matthew has been featured in Content Grip, the Huble Blog, and HubSpot.com. He is also a member of the CMO club in Exit Five and was recognized as an AMCHAM NextGen 2020 Leader.An active speaker and host, Matthew has presented at GWI Live and hosted multiple GWI virtual events.Beyond work, he enjoys football, golf, technology, and traveling the world.Website: https://huble.com/Connect with MatthewKey Takeaways- Understanding the 95-5 Framework: Focus on being memorable to the 95% not currently buying while effectively converting the 5% in-market.- Modern Buying Behaviors: Buyers prefer independence and typically resist traditional funnel tactics like forms and cold calls.- Power of Intent Data: Leveraging tools like Demandbase empowers marketers to identify accounts actively searching for solutions.- Building a Memorable Brand: Investing in brand equity ensures customers recall you when they’re ready to buy.- AI’s Role: AI enables scalable personalization, like crafting one-to-one tailored content and identifying actionable insights.Quotes"Brand isn’t just for billion-dollar companies with Super Bowl ads. It’s the asset that keeps your pipeline alive even when your ad budget dries up.”Recommended ResourceBooks: - Shoe Dog: A Memoir by the Creator of NIKE  by Phil Knight.- Purple Cow: Transform Your Business by Being Remarkable by Seth GodinNewsletters:- Exit Five  by Dave Gerhardt.- Newsletter by Kieran Flanagan from HubSpot.Shout-Outs- Gary Vaynerchuk - Chairman – VaynerX, CEO – VaynerMedia, Creator – VeeFriends- Seth Godin - Founding editor of the Carbon Almanac, blogger and entrepreneur.- Dharmesh Shah - UK & Ireland Country Director, Present Technologies- Kieran Flanagan - Marketing (CMO, SVP) | All things AI | Sequoia Scout | Advisor- Dave Gerhardt - Founder, Exit Five