MarTech Podcast ™ // Marketing + Technology = Business Growth

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Sep 26, 2025 • 6min

How an AI integration can actually drive customers away

AI integrations fail when they replace human connection entirely. Stephen Roach, VP of Ecosystems and AI at Qualified Digital, explains why customers immediately reject automated experiences that lack human touchpoints. He outlines designing better handoff triggers between AI and human agents, implementing contextual personalization that adapts to individual customer needs, and creating hybrid experiences that enhance rather than replace human interaction.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Sep 25, 2025 • 5min

The first sign that your AI implementation is about to fail

AI implementations fail when companies eliminate human touchpoints entirely. Stephen Roach, VP of Ecosystems and AI at Qualified Digital, specializes in integrating machine learning models for Fortune 500 brands like McDonald's and Hyundai. He advocates for strategic handoff triggers that route complex queries to human agents and contextual personalization systems that adapt AI responses to individual customer profiles. The discussion covers designing AI experiences that enhance rather than replace human interaction across customer service workflows.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Sep 24, 2025 • 5min

The trend that most marketing leaders are missing

Most marketing leaders are automating AI without human oversight. Stephen Roach, VP of Ecosystems and AI at Qualified Digital, explains why customers reject purely automated experiences and demand human interaction. He outlines designing better handoff triggers between AI and human agents, implementing contextual personalization that adapts to individual customer plans and needs, and creating quality checkpoints where humans validate AI outputs before customer-facing deployment.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Sep 23, 2025 • 4min

The biggest data visualization mistake

Discover how prioritizing automation over human connection can lead to failures in AI customer interactions. Stephen Roach emphasizes the need for strategic oversight in AI implementations by Fortune 500 brands. He discusses the importance of better handoff triggers between AI and humans, as well as implementing personalized frameworks that cater to individual needs. Plus, the conversation touches on how easier data reporting can lead to confusion and metric overload, challenging businesses to maintain clarity on what truly matters.
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Sep 22, 2025 • 51min

Does AI Have a Toxic Positivity Problem?

AI integration fails when companies ignore human interaction needs. Stephen Roach, VP of Ecosystems and AI at Qualified Digital, specializes in balancing automation with human-centered customer experiences for Fortune 500 brands. He outlines designing better handoff triggers between AI and human agents, implementing contextual personalization that adapts to individual customer plans and preferences, and creating AI systems that enhance rather than replace human touchpoints in customer service workflows. Stephen Roach: Website // LinkedInThe MarTech Podcast: Email // LinkedIn // TwitterBenjamin Shapiro: Website // LinkedIn //  TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Sep 5, 2025 • 5min

One alignment tactic every B2B company should implement

Sales and marketing alignment fails when teams optimize for different metrics. Kelly Hopping, CMO of Demandbase, explains how shared pipeline accountability transforms B2B revenue operations. She details moving SDR teams under marketing leadership while aligning both organizations to pipeline metrics instead of separate SQL and closed-won targets. The discussion covers implementing weekly funnel reviews and restructuring compensation models to create true cross-functional partnership.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Sep 4, 2025 • 5min

Most radical organizational structure change that improved alignment

Balancing short-term demand generation with long-term brand health creates constant budget tension. Kelly Hopping, CMO of Demandbase, explains how enterprise B2B companies maintain pipeline flow without emptying the funnel. She outlines the demand creation versus demand capture framework as a bank account model and demonstrates how modern digital brand marketing can drive immediate conversions through QR codes, form fills, and content CTAs while building trust for high-value software purchases.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Sep 3, 2025 • 4min

Best tip for a new CMO working with a skeptical marketing-resistant sales leader

Sales leaders resist marketing initiatives when they don't see immediate pipeline impact. Kelly Hopping, CMO of Demandbase, shares strategies for building trust with skeptical sales teams while maintaining long-term brand health. She explains how to balance demand creation with demand capture using a "bank account" approach and demonstrates how modern brand marketing can drive measurable conversions through QR codes, content CTAs, and digital touchpoints.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Sep 2, 2025 • 4min

The number one thing marketers do that drives sales teams absolutely crazy

Marketing and sales teams clash over lead quality versus pipeline readiness. Kelly Hopping, CMO of Demandbase, explains why sales teams dismiss marketing's lead generation efforts. She reveals that sales wants fully qualified pipeline with verified budget, timing, and buyer intent rather than raw lead volume. The discussion covers how marketers can shift from vanity metrics like website visitors to pipeline metrics that sales actually values.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Sep 1, 2025 • 24min

Why Marketing wants Sales to love them (and why they’re just not into us).

Kelly Hopping, CMO of Demandbase and co-author of 'Yes, It's Your Fault,' discusses the persistent divide between sales and marketing. She shares three crucial strategies for alignment: using shared pipeline metrics, restructuring RevOps for independent reporting, and leveraging AI tools for better efficiency. Hopping emphasizes building trust and communication between departments, advocating for a collaborative approach to drive business growth and streamline operations. Her insights promise to reshape how teams work together for success.

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