Revenue Makers

Events have always been a powerful way to connect, but in the world of B2B marketing, they often don’t get the recognition they deserve as a proper growth channel. Today, event-led growth is making a strong comeback, particularly as people yearn for genuine human connection in a tech-heavy, AI-driven world. When done right, events become much more than a one-time experience. They are strategic moments that drive revenue, build relationships, and fuel pipeline growth.In this episode, Kate Hammitt, VP of Marketing at Cvent and an event marketing veteran, shares insights from her extensive experience running events, from the US Open to major trade shows. She breaks down how event-led growth is evolving, why rigor and data are crucial, and how to create events that not only deliver exceptional experiences but also generate ongoing value through content and follow-up. Kate also shares smart tips on measuring success, curating the right audience, and using personalization to make every event meaningful.In this episode, you’ll learn:What event-led growth means, and why it needs a clear strategyHow to measure event success beyond just attendance and anecdotesWays to use data and AI to personalize and elevate event experiencesPractical advice for identifying gaps in your buyer’s journey where events can add the most valueJump into the conversation: (00:00) Introducing Kate Hammitt and event-led growth (05:19) Defining event-led growth and the role of strategy (07:24) Post-event follow-up and measuring impact (09:30) What makes a good event (10:22) Content creation and attendee experience (12:04) Trends in personalization and peer connections (15:06) How clients are shifting event budgets and formats (16:23) Using data and AI to personalize events (19:04) Kate’s favorite events and career highlights (20:22) Advice for starting or scaling an event program

How does a company transform its market potential by tapping into the latest technology?In this episode, Tricia Gellman, CMO of Box, shares how the company expanded its addressable market by $40 billion through AI integration. She discusses the need for new products, messaging, team structure, and partnerships. Tricia highlights the rapid changes in AI for content management and the importance of aligning sales, marketing, and customer success to win over new and existing personas.The conversation highlights innovative AI use cases, such as recruiting automation and sales contract creation, emphasizing the importance of developer engagement. Tricia discusses navigating rapid change and the significance of adaptability and celebrating successes.In this episode, you’ll learn:How AI is opening up a $40 billion market for BoxThe role of unstructured data in driving AI valueWhy Box is moving from on-premise to AI-driven solutionsJump into the conversation:(00:00) Introducing Tricia Gellman(02:35) Box expands into $40 billion AI market(04:17) Disrupting on-prem solutions with AI-driven content(06:49) Organizing transformation in the AI era(10:22) Rethinking buyer personas and IT’s role(14:46) Adapting sales and CS for new narrative(18:21) Real-world AI agents emerging in HR(21:25) Enabling agent collaboration for sales efficiency(25:17) Marketing shifts to developer engagement strategy

Discover the intricate art of brand refreshing where messaging and visuals must harmonize for success. The discussion reveals when to refresh your brand and the impact of AI and M&A on brand identity. Key insights cover the difference between rebranding and refreshing, the significance of a new design system, and how to effectively communicate changes. Learn about crucial metrics for measuring brand impact, and why ownership and timing are essential in navigating this complex yet rewarding journey.

Seth Godin, renowned author and marketing innovator, shares his profound insights on adapting business strategies in a tech-driven world. He emphasizes the importance of balancing strategic commitments with flexibility to seize new opportunities. The conversation highlights the essential role of empathy in marketing and leadership as well as the potential pitfalls of over-relying on AI. Seth discusses the need for personalized strategies that create long-term value while empowering teams to innovate and respond effectively to market dynamics.

How do you lead with strategy in a fast-changing world?In this episode, Seth Godin, author of This Is Strategy, joins Saima Rashid and Adam Kaiser for part 1 of a two-part conversation. Seth discusses his latest book, This is Strategy, and how it challenges traditional views of what strategy really is. He explains why strategy isn’t about planning or quick wins, but about understanding where you’re headed and who you want to become.He breaks down how companies like Starbucks and Microsoft have successfully navigated the market by sticking to clear, long-term strategies. Seth also touches on the importance of working within systems and how to shift from focusing on short-term results to embracing long-term thinking.In this episode, you’ll learn: 1. What makes strategy more than just a plan 2. How empathy impacts both strategy and leadership 3. Why long-term thinking is essential for successJump into the conversation: (00:00) Introducing Seth Godin (04:12) Misunderstanding of strategy concepts (06:36) Short-term tactics vs. long-term strategy (07:23) Successful company strategy examples (08:59) Empathy’s role in strategy, leadership (10:49) Changing systems and working within (14:21) Measuring numbers and long-term thinking (16:56) CMO’s role and market-driven marketing (19:53) Impact of marketing choices on growth (22:25) Negotiating strategic focus within the C-suite

What’s the secret to assembling the right team to power your ABM strategy?In this episode, Max Spanier, Founder of Sloane Staffing, discusses how to build a high-performing team for Account-Based Marketing (ABM). He explains why hiring the right people is just as critical as having the right technology, how to identify key roles like GTM engineers, and why soft skills matter just as much as technical expertise. Max shares his insights on trends in the B2B martech space and the importance of cross-functional alignment for ABM success. Max also breaks down the challenges of staffing in a rapidly changing industry and offers advice on how to successfully scale ABM teams to drive real business impact.In this episode, you’ll learn:The importance of building a team that can execute ABM effectivelyKey hires to consider when scaling your ABM strategyHow to blend hard and soft skills when staffing for ABM rolesJump into the conversation: (00:00) Introducing Max Spanier (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

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