Revenue Makers

When precision meets passion, LinkedIn advertising takes off.In this episode, AJ Wilcox, founder of B2Linked, joins Adam Kaiser to discuss what's new and what’s next for LinkedIn Ads. AJ shares how years of managing campaigns for some of LinkedIn’s biggest advertisers shaped his approach to targeting, measurement, and ROI. He zooms in on how improved reporting tools and better-quality data are helping marketers shift budget from search to social with confidence.He’s helping brands rethink LinkedIn strategy, avoid costly pitfalls, and use personalization and thought leadership ads to connect more authentically, proving that when it comes to B2B, relevance always wins.In this conversation, you’ll learn:How B2B marketers are shifting ad spend from search to LinkedIn for higher-quality leadsWhy personalization and thought leadership ads are driving the next wave of performance on LinkedInHow to avoid the five most common (and costly) LinkedIn Ads mistakesWhy understanding LinkedIn’s new measurement tools is key to proving ROIJump into the conversation: (00:00) Introducing AJ Wilcox (01:09) How AJ built B2Linked into a LinkedIn-only agency (02:18) Why LinkedIn delivers unmatched lead quality for B2B marketers (03:41) How budgets are shifting from Google to LinkedIn (05:10) Building a full-funnel LinkedIn strategy that drives conversions (07:00) How LinkedIn’s new Revenue Attribution Report changes ROI tracking (09:10) Using third-party data like 6sense to boost targeting precision (12:00) The five most common mistakes marketers make on LinkedIn Ads (15:57) Improving conversion tracking with LinkedIn’s Conversion API (18:53) The rise of thought leadership and personalized ad formats (21:00) How to scale your LinkedIn strategy efficiently (22:46) The most ridiculous request AJ’s ever experienced

When marketing meets finance, the data gets real.In this episode, George Samaras, Head of Marketing Operations at Ataccama, joins Adam Kaiser to zoom in on what happens when marketing ops reports directly to the CFO.George explains how being part of the finance org reshaped his view of marketing metrics, moving from campaign performance to pipeline impact and revenue accountability. He also outlines how Ataccama’s RevOps model unites marketing, sales, and customer success around one shared source of truth for better GTM visibility.You’ll hear how he’s helping bridge the gap between creative strategy and financial outcomes, what he’s learned about efficiency from the finance lens, and why marketers need to start thinking in terms of dollars, not just engagement.In this conversation, you’ll learn:How sitting under finance changes the way marketing ops measures successWhy marketers should frame results around revenue generation or cost savingsHow RevOps alignment improves data visibility and decision-makingWhy financial fluency is becoming a must-have skill for modern marketersJump into the conversation:(00:00) Introducing George Samaras(01:03) Why marketing ops now reports to finance at Ataccama(03:57) How financial alignment changes marketing measurement(05:49) Evaluating MQLs, pipeline, and event ROI(07:14) How AI and SEO shifts are impacting acquisition strategy(08:14) Attribution challenges and in-house solutions using Salesforce and 6sense(10:02) Lessons from sitting under the CFO’s org(11:17) How finance influences marketing budgets and ROI analysis(13:30) Why marketing ops needs to think like finance(14:51) Acting as “Switzerland” between marketing and finance(16:35) How shared data builds credibility for marketing(18:17) The most unrealistic request George has ever received

Most deals are won long before the competition even shows up.In this episode, Meg Noonan, Senior Manager of Global Campaigns at Bugcrowd, joins Adam Kaiser to discuss how her team runs competitive takeout campaigns that get ahead of rivals before they make a move.Meg zooms in on how Bugcrowd uses intent data to spot competitors early, reach out first, and craft messaging that focuses on solving buyer pain points and not tearing others down. She explains how third-party reviews and customer testimonials back up every claim, and why thoughtful enablement is key to helping sales teams execute with confidence.In this conversation, you’ll learn:How competitive takeout campaigns win when paired with a strong content strategyHow intent data helps spot competitors and prospects earlyWhy pain points and proof outperform competitor bashingWhy reaching out first can be the dealmaker in competitive salesJump into the conversation: (00:00) Introducing Meg Noonan (02:02) How intent data helps identify competitors and key opportunities (04:35) Crafting messaging that focuses on buyer pain points vs. competitor bashing (07:00) The role of testimonials and hard data in competitive takeout campaigns (10:04) Mapping content to the buyer’s journey from awareness to decision (12:15) Key lessons from successful competitive campaigns at Bugcrowd (16:04) Advice for teams hesitant about launching competitive takeouts (18:35) Meg’s experience with luxury retail and a Chinese delicacy

Sydney Sloan, CMO at G2, shares her expertise in navigating the evolving B2B landscape influenced by AI and buyer behavior. She reveals that half of buyers now start their journey with LLMs instead of Google, shifting the focus from SEO to 'answer engine optimization.' Sydney discusses the significance of user-generated content and reviews in this new paradigm. She offers insights on adapting content strategies and KPIs, emphasizing the importance of integrating review collection into products for building trust and meeting buyer expectations in an AI-first world.

Bruno Bertini, Chief Marketing Officer at 8x8, shares insights on leveraging brand creativity in the AI era. He discusses the impactful 'The Power of You' campaign, which placed customers as heroes and effectively differentiated 8x8 in a competitive market. Bruno reveals how AI-enhanced production cut costs and broadened creative possibilities, leading to impressive engagement metrics. His advice for marketing teams emphasizes taking bold risks and forging genuine human connections.

The website isn’t dead, it’s evolving into something far more powerful. In this episode, Avishai Sharon, CEO of Trendemon, joins Adam Kaiser to explore how B2B companies can transform their websites into engines of personalization and buyer engagement. Avishai zooms in on why websites are an underutilized goldmine of signals, how to distinguish between page-level and journey-level personalization, and what it really takes to create an “always-on” experience that adapts to buyers in real time. He explains how AI and LLM-referred traffic are reshaping digital journeys, why informed visitors convert at higher rates, and what marketers can do to both influence buyer perceptions and educate the engines themselves. In this conversation, you’ll learn:Why the website is still central to buyer engagement and how it’s shifting from static to active roleThe difference between page-level and journey-level personalization, and why the latter matters most for scaleHow to map and segment content assets to align with industries, personas, and buying stagesWhy LLM-referred visitors behave differently and how to optimize their experienceJump into the conversation: (00:00) Introducing Avishai Sharon (01:14) The myth of the dead website (01:31) Understanding website personalization (01:56) Leveraging signals for better engagement (02:46) The role of the website in buyer journeys (03:40) Challenges and opportunities in signal utilization (08:41) Page level vs. journey level personalization (12:00) Mapping content to buyer personas (14:13) Always-on marketing strategies (16:36) The impact of AI and LLM traffic (18:12) Addressing misconceptions and optimizing buyer experience

The hosts celebrate a major milestone while reflecting on AI's dramatic influence on marketing strategies. They discuss memorable guests like Seth Godin and their transformative insights. Listeners learn about the rise of zero-click searches and its implications for SEO. The conversation emphasizes the need for AI fluency among marketing teams and how CMOs are adapting in an AI-driven landscape. The dynamic synergy between content strategy and account-based marketing is also highlighted, showcasing the importance of tailored messaging.

PE-backed leadership comes with big expectations and big opportunities. In this episode, Samantha Allison and Taavo Godtfredsen, co-founders of AdvantageCEO and authors of The 5X CEO, join Adam and Saima to share how top-performing leaders consistently deliver 5X+ returns for investors. Backed by interviews with over 75 high-performing CEOs, their five-part framework reveals how leaders can beat the odds, scale smarter, and build enduring value. Sam and Taavo zoom in on the five pillars of the 5X model which are strategic clarity, scalable talent, relentless focus, disciplined execution, and energized culture, and how each one plays a critical role in driving performance during the high-stakes hold period. In this conversation, you’ll learn:Why 50% of PE-backed CEOs don’t make it through the hold period and how to be in the other halfHow to connect every role to the investment thesis and value creation planWhat “relentless focus” looks like in action How to scale yourself and your team without burning outJump into the conversation: (00:00) Introducing Taavo Godtfredsen and Samantha Allison (05:41) The 5X Model (08:56) Adapting to PE ownership (15:41) PE firm's role in strategic planning (27:55) Scalable talent in action (30:51) Unique CEO stories (34:30) Combating burnout

Shifting to buying groups isn’t just a strategy change. It’s a cultural shift that touches everything from campaigns to content to measurement. In this episode, Yesica Schaaf, VP of Global Demand Generation Marketing at Veeam, joins Adam and Saima to break down how her team made the leap from a traditional lead-based model to a fully operational buying group motion, and why ripping the band-aid was the best decision they made. Yesica shares the end-to-end transformation, starting with persona research and content mapping all the way through to building a new measurement model and redefining campaign execution. She also explains how Veeam is treating AI not just as a content tool, but as an actual member of the buying group and what that means for the future of marketing strategy. In this conversation, you’ll learn:Why Veeam shifted to a buying group model and how they got startedHow they identified and filled content gaps across personas and the buyer journeyHow they evolved their measurement model, including buying group scoring and attributionWhy AI is now considered a “persona” in their buying groupsJump into the conversation:(00:00) Introducing Yesica Schaaf (01:13) Transition to B2B buying groups (02:01) Case study introduction (05:22) Initial strategy and personas (07:21) Content mapping and gaps (11:48) Execution with 6Sense (13:24) Cultural and measurement changes (15:05) Implementing new technologies (17:55) Lessons learned from the transition (19:41) Future of buying group engagement

In this insightful discussion, Rachel Truair, CMO at Simpro Software and a pioneer in embedding AI in marketing, shares her journey from AI experimentation to full operational integration. She highlights the cultural shifts necessary for teams to embrace AI as a key partner. Topics include using AI to automate workflows, enhance customer personas with digital twins, and drive data-driven marketing strategies. Rachel offers practical examples on leveraging AI for targeted campaigns and improving efficiency, showcasing its transformative impact on marketing practices.