When does buying software drive real impact, and when is it just a costly mistake?In this episode, Maxwell Maurier, VP of Growth Marketing at Trellix, shares how to make technology investments that actually move the needle. He explains why strategy should come before software, how Trellix aligns purchases with business goals, and what marketers often overlook about attribution. He also breaks down the risks of chasing the latest tools without a clear plan and how to get finance and sales on board.Maxwell discusses the role of measurement, the importance of cross-functional buy-in, and why vendors should focus on business outcomes over vanity metrics. Plus, he shares lessons from leading high-stakes software decisions.In this episode, you’ll learn:Why marketing technology should solve business problems, not create themHow to align software purchases with long-term strategic goalsThe role of measurement and attribution in proving ROIJump into the conversation:(00:00) Introducing Maxwell Maurier(01:20) How Trellix aligns tech investments with goals(04:46) The risks of shiny object syndrome in B2B(07:32) Why cross-functional alignment drives success(11:32) Why measurement is critical for marketing spend(15:46) A vendor’s role in supporting business outcomes(20:07) Key indicators for evaluating software impact(24:50) Unrealistic expectations in tech deployments

AI-driven email outreach is more than just automation—it’s a game-changer for sales and marketing teams. But how do you deploy AI agents effectively while maintaining compliance, preserving inbox health, and ensuring human alignment?In this episode, Chris Dutton, VP of Marketing Operations at 6sense, breaks down how his team has scaled AI email agents over the past three years, long before AI became mainstream. He shares the key lessons learned, the crawl-walk-run approach to implementation, and how AI enhances rather than replaces BDRs.Chris unpacks the metrics that matter beyond vanity stats, the campaigns that work (and those that don’t), and the impact of AI on pipeline generation and team efficiency. From reducing BDR workload by 59% to achieving record-breaking pipeline months, this episode is packed with actionable insights on integrating AI into your outbound strategy.In this episode, you’ll learn:How 6sense successfully scaled AI email agents without compromising complianceWhy AI email agents complement BDR efforts instead of replacing themThe key metrics that matter when measuring AI-driven outreachBest practices for inbox warming, campaign selection, and maintaining email healthJump into the conversation:(00:00) Introducing Chris Dutton and the AI email revolution(02:16) The importance of AI agents in scaling outreach(04:48) How 6sense started with AI email agents—cautiously(07:24) Key metrics for success beyond open and click rates(10:29) The three most effective AI email agent campaigns(12:48) Common pitfalls and when not to use AI for outreach(15:42) How 6sense centralizes AI ownership and ensures compliance(18:20) The technical crawl-walk-run approach to AI email implementation(22:03) Surprising AI interactions: empathy, engagement, and success stories

When does a B2B influencer strategy drive real impact and when is it just a distraction?In this episode, Fredrik Borestrom, Director of International Agency Development, EMEA and LATAM at LinkedIn, shares insights on the rise of B2B influencers. He explains why expertise is more valuable than reach, how brands can tap into employee advocacy, and what LinkedIn’s latest research with Edelman reveals about effective influencer marketing in B2B.Fredrik explores the role of thought leaders, the growing influence of niche experts, and the balance between corporate messaging and personal brand credibility. He also offers a look at how brands can leverage trusted voices—both internally and externally—to strengthen buyer confidence.In this episode, you’ll learn:Why B2B influencer marketing is driven by expertise and credibility rather than follower countHow trust-driven interactions are shifting the way buyers make decisionsThe impact of employee advocacy and why it outperforms traditional brand messagingJump into the conversation:(00:00) Introducing Fredrik Borestrom(02:16) The balance between thought leadership and influencer marketing(05:48) Why trust-based engagement matters in B2B decision-making(08:39) How employee advocacy amplifies brand influence(12:48) The hidden buying group and its role in decision-making(17:19) LinkedIn’s thought leadership ads and their impact(20:33) Niche influence: Why expertise beats large followings(26:02) Long-term strategies for building brand credibility

ABM has always been about precision—knowing the right accounts, the right moments, and the right messages. But as technology evolves, so do the strategies that drive success. With AI, personalization at scale is becoming a reality, while brand-led demand generation is proving more critical than ever.In this episode, hosts Saima Rashid and Adam Kaiser break down what’s working in ABM today. Then they’ll explore how AI is reshaping account-based strategies, the power of brand-to-demand campaigns, and why aligning sales, marketing, and CS around a single ICP definition is non-negotiable. Plus, Saima and Adam will tackle the ongoing debate around platform consolidation vs. best-of-breed solutions—and why RevOps leaders have strong opinions on both.In this episode, you’ll learn:Why sales, marketing, and CS need to align on ICP—not just for acquisition, but for retentionHow AI agents are transforming BDR workflows without replacing the human touchWhy brand investments are the ultimate edge in an AI-driven marketing worldJump into the conversation:(00:00) Account-based marketing in 2025(02:08) Why ICP alignment is critical for success(05:06) Personalization strategies that drive engagement(07:20) Brand to demand: The key to long-term marketing success(13:37) The rise of the B2B backchannel and its impact on buying decisions(17:50) How AI is changing ABM and enabling smarter outreach

Marketers have never been short on big ideas—but executing them has always been the challenge. Too much time spent on production, data wrangling, and operational headaches has kept teams from focusing on strategy and creativity. Now, AI is flipping that equation. Generative AI isn’t just a new tool; it’s redefining what’s possible in marketing, removing barriers, and accelerating innovation.In this episode, Scott Brinker, VP of Platform Ecosystem at HubSpot, breaks down how AI is reshaping the MarTech landscape. He explores why we’re entering a golden age for marketers, how AI is democratizing software development, and what the future holds for personalization, automation, and AI-powered experiences.In this episode, you’ll learn:How AI is transforming marketing strategy beyond content creationThe role of AI in reshaping software, from UX to automationWhat companies need to consider when deploying AI-powered agentsJump into the conversation:(00:00) Introducing Scott Brinker(02:44) Scott Brinker on the evolving MarTech landscape(07:57) How AI is reshaping software experiences(10:38) The impact of AI on marketers and creativity(14:26) Why AI is a bigger shift than the web(17:53) The next era of AI-powered personalization(22:59) Should companies disclose AI interactions?(25:50) How AI is changing jobs and industries

For years, marketers have debated the value of MQLs, with some calling them outdated and others advocating for their evolution. But what if the solution isn’t to abandon MQLs altogether, but to reimagine how they’re used?In this episode, Nadia Davis, Senior Director of Revenue Marketing and Operations at PayIt, shares her unique perspective on the role of MQLs in account-based marketing (ABM). Nadia highlights the operational challenges, change management strategies, and practical adjustments that can make MQLs a valuable signal without letting them take center stage. She also explains how flipping the MQL process can create stronger collaboration between marketing and sales teams.In this episode, you’ll learn:Why MQLs get a bad rap and how to redefine their roleThe operational and change management challenges of ABMPractical ways to align sales and marketing for better outcomesJump into the conversation:(00:00) Introducing Nadia Davis(05:01) The controversy around MQLs in ABM(08:05) Flipping the traditional MQL process(11:50) Using MQLs as signals, not goals(14:08) Timing challenges with MQL engagement(15:40) Operational hurdles in ABM success(18:37) Refining ICPs and account lists(21:52) Change management in ABM adoption(27:05) Bridging offline and online marketing

The word “no” intimidates many, but Karen Bomber sees it as a key to success. Embracing rejection is essential for growth, reinvention, and making a lasting impact.In this episode of Revenue Makers, Karen Bomber, Chief Commercial Officer of ABB Energy Industries, shares her career journey—from starting as an engineer to becoming a leader who integrates technology, marketing, and commercial strategy to put the customer at the heart of every decision. Karen’s story of curiosity, self-motivation, and failing forward will inspire revenue leaders to take ownership of their careers and embrace reinvention.In this episode, you’ll learn:Why curiosity is the driving force behind career growthHow to navigate career transitions and own your journeyThe importance of placing customers at the center of your business strategyJump into the conversation:(00:00) Introducing Karen Bomber(01:14) Karen’s journey from engineer to commercial leader(03:35) How to take ownership of your career(07:10) The role of curiosity and learning in professional growth(12:01) The myth of the self-made leader(14:56) Building teams and cultivating talent(16:56) Karen’s seven functions of commercial operations(18:43) Embracing the “no” and failing forward

Many fear a robot uprising, but AI isn’t here to replace humans—it’s here to assist and enhance what we do best.In this episode of Revenue Makers, Paul Roetzer, Founder and CEO of the Marketing AI Institute and SmarterX, explains what AI agents are and what businesses need to know to maximize their potential. As an expert in artificial intelligence, Paul shares his perspective on the impact of AI on jobs, industries, and the future of work. He shares practical advice on identifying the right use cases and explains why human oversight is essential in every AI-powered process.In this episode, you’ll learn:The capabilities and limitations of AI agentsWays to introduce AI into your workflow for improved productivityThe balance between AI-driven efficiency and maintaining a human touchJump into the conversation:(00:00) Introducing Paul Roetzer(03:56) The evolution of AI(07:01) What AI agents can actually do (09:43) AI’s impact on jobs and task efficiency(16:02) Scaling the use of AI in an organization(20:38) Multimodal AI and advancements in reasoning (23:55) Treat AI as your strategistResources:JobsGPT - https://smarterx.ai/jobsgpt

For years, B2B marketers stuck to predictable, overly rational campaigns, believing it was the only way to build trust. But times have changed and B2B marketing is finally breaking free from what’s boring. In this episode, Joel Harrison, Founder and Editor-at-large of B2B Marketing, reveals the five key trends shaping the future of B2B. Joel explores how today’s top marketers are leaning into creativity and emotion to forge deeper connections with their audiences. He also shares why those bold ideas are essential for brands to truly stand out in a crowded market. In this episode, you’ll learn:The five trends shaping B2B marketing in 2025Ways to break free from the tedium of traditional B2B campaignsThe role of entertaining experiences in building brand loyaltyJump into the conversation:(00:00) Introducing Joel Harrison(05:01) Highlights from the B2B Marketing Awards(08:05) The resurgence of long-form content(11:50) The rise of B2B influencers(14:08) Data visualization in B2B campaigns(15:40) Gamification to engage audiences(18:37) The expanding role of audio in B2B(21:52) Pushing the boundaries of B2B marketing

Building a marketing function from the ground up is no small feat, especially when the pressure is on to deliver results fast.In this replay episode, Kelly Wenzel, CMO of Andela, shares her experience leading a complete marketing turnaround. From fixing broken processes and re-aligning with sales, Kelly details what it takes to transform a team and achieve success. She also opens up about the challenges of managing executive expectations while keeping her team motivated during a period of intense change.In this episode, you’ll learn:How to rebuild a marketing function from scratchTips for earning trust and leading teams through uncertaintyThe importance of alignment for teams involved in the revenue processJump into the conversation:(00:00) Introducing Kelly Wenzel(02:04) Starting a marketing rebuild(06:04) Building the foundation: People, Process, and Infrastructure(11:29) Launching a product under pressure(15:44) Building trust with stakeholders and your team as a new CMO(22:03) Driving change with cross-functional teamwork