"Usually it starts with a pilot campaign, and that means that you're not trying to validate that ABM works. What you're really trying to do is to create a repeatable model,” says Vincent DeCastro, President at ABM AgencyIn this episode of The Content Cocktail Hour, Vincent DeCastro, President of ABM Agency, explains the foundations of Account-Based Marketing (ABM) and why it’s a game changer for B2B marketers. He walks through the process of building focused target account lists and outlines the importance of aligning your ABM efforts with business objectives. Vincent also highlights the value of first-party intent data in understanding when an account is truly in-market, and shares advice on how to successfully align sales and marketing teams. Lastly, he offers a thoughtful perspective on why third-party intent data can be unreliable.In this episode, you’ll learn:The steps to building an effective ABM strategyWhy first-party intent data is key to ABM successHow to align sales and marketing around ABM goalsResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Vincent on LinkedIn: https://www.linkedin.com/in/vincentdecastro/Check out ABM Agency:https://abmagency.com/Timestamps(00:00) Intro(03:19) The rise and misconceptions of ABM(06:53) Effective ABM strategies(09:30) Building a target account list for ABM(11:57) Reverse engineering in ABM(13:21) Who should own ABM?(15:02) In-house vs. outsourced ABM(15:31) ABM maturity model(18:24) The role of third-party intent data

"That's how everyone should approach working with AI SDRs. You have to experiment. There is no rule of thumb on how to build things when you're launching AI outreach," says Alina Karnaukh, Head of Marketing at AiSDRIn this episode of The Content Cocktail Hour, Alina Karnaukh, Head of Marketing at AiSDR, shares how AI SDR technology is transforming sales and marketing efforts. Alina talks about the rise of AI-powered sales agents, the balance between human SDRs and automation, and how AiSDR uses AI to scale outreach while keeping campaigns personal. She also highlights the importance of experimentation and how marketers can refine their strategies in a fast-paced industry.In this episode, you’ll learn:How AI SDRs can streamline sales outreach and save time on repetitive tasks The balance between human SDR personalization and AI automation Strategies for experimenting and scaling AI-powered marketing campaigns Resources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Alina on LinkedIn: https://www.linkedin.com/in/alinakarnaukh/Check out AiSDR: https://aisdr.com/Timestamps(00:00) Intro(02:43) Exploring the world of AI SDRs(05:11) Why AiSDR still values the work of human SDRs(10:50) How AiSDR creates their own marketing content(19:56) Tips to getting started with AI SDRs(21:05) Creating standout content by being vulnerable

“We believe that education is a tool for growth, whether that be personal growth, professional growth, growth of a business or growth of a person. And that's the umbrella that we sit under,” says Christie Horsman, VP of Marketing at ThinkificIn this episode of The Content Cocktail Hour, Christie Horsman, VP of Marketing at Thinkific, explains how customer education can play a key role in growing your funnel. She shares how Thinkific strategically uses long-form content and repurposes it to maximize its value. Christie also highlights Thinkific’s unique branding approach and emphasizes why focusing on quality over quantity in content creation is the smarter way to go.In this episode, you’ll learn:How customer education impacts every stage of the funnelStrategies to make your content do more with lessUsing courses as a content format for brandsResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Christie on LinkedIn: https://www.linkedin.com/in/christie-e-horsman/Check out Thinkific: https://www.thinkific.com/Timestamps:(00:00) Christie and her work at Thinkific(04:28) How customer education affects your funnel(12:06) Creating content with many use cases(17:20) Thinkific's branding and sub-branding strategy(25:17) Your content needs to do the heavy lifting

“It was just a nightmare operationally to pack boxes and go to the post office. And so I dreamed of a better solution and here we are today. And we've had almost 300 million spent on our platform,” says Kris Rudeegraap, Co-CEO & Co-Founder at SendosoIn this episode of The Content Cocktail Hour, Kris Rudeegraap, Co-CEO & Co-Founder at Sendoso, discusses how gifting can be a game-changer in your outbound marketing strategy. He explores why outbound marketing remains relevant and how personalized gifting can strengthen customer engagement. Kris also explains how Sendoso helps both small and large businesses streamline their gifting efforts, while also addressing the impact of AI in improving marketing efficiency.In this episode, you’ll learn:Why gifting works as a key outbound strategy for marketersHow AI is transforming outbound marketing and the SDR roleWays to simplify gifting operations for companies of all sizesResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Kris on LinkedIn: https://www.linkedin.com/in/rudeegraap/Check out Sendoso: https://www.sendoso.com/Timestamps:(00:00) Intro(01:43) Loving the pain point that you’re solving(07:41) Gifting and direct mail post-pandemic(11:35) How outbound continues to change with AI(15:38) Why gifting isn’t a silver bullet(18:25) The secret power of product marketing in B2B

"When the leaders are hands-on, the teams go faster, their companies grow faster, and they get the respect from their team," says Manoj Ramnani, Founder & CEO at SalesIntelIn this episode of The Content Cocktail Hour, Manoj Ramnani, Founder & CEO at SalesIntel, discusses the latest trends in go-to-market strategies and the impact of founder-led growth. He explains SalesIntel’s approach to budget allocation and highlights the importance of staying actively involved in both content and product development. Manoj also offers a clear perspective on the growing Martech landscape and how leaders can find the best strategies to make their companies grow.In this episode, you’ll learnHow staying involved as a founder, especially in content creation and product development, can lead to more effective go-to-market strategiesSalesIntel’s approach to allocating its go-to-market budgetWays to build a strong and robust pipelineResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Manoj on LinkedIn: https://www.linkedin.com/in/manojramnani/Check out SalesIntel: https://salesintel.io/Timestamps(00:00) Meet Manoj Ramnani, CEO of Sales Intel(05:06) SalesIntel’s strategy for allocating its go-to-market budget(08:50) The strength of founder-led growth(09:58) Why Manoj stays involved in SalesIntel’s code and engineering(12:12) Is the B2B and data market truly crowded?

"If AI is making your work more creative and more beautiful, get on board," says Jen Rapp, Chief Marketing Officer at SupersideIn this episode of The Content Cocktail Hour, Jen Rapp, Chief Marketing Officer at Superside, discusses the future of B2B marketing, emphasizing the importance of creativity and AI in creating more engaging content. Jen explains how businesses can shift away from traditional, cold approaches by learning from B2C and D2C brands, making their content more human and relatable. She also shares insights from her time at Patagonia and discusses the role of AI in improving operational efficiency.In this episode, you’ll learn:Integrating AI into your work and how it can boost operational efficiencyWhy you should start creating content like B2C and D2C brandsAI isn't a replacement for human creativity but a tool that enhances itResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Jen on LinkedIn: https://www.linkedin.com/in/jen-rapp-3234aa10/Check out Superside:https://www.superside.com/Timestamps(00:00) Jen’s work at Patagonia and background(07:40) “Creative is the new targeting”(11:54) How AI boosts efficiency and creativity(17:08) Repurposing content using AI(25:08) What B2B can learn from B2C and D2C brands

"Now more than ever, personalizing content experiences, personalizing marketing, showing people that you know them, and making sure that the stuff that you put out couldn't have been put out by anyone else is critical," says Jeff Coyle, Co-Founder and Chief Strategy Officer at MarketMuseIn this episode of The Content Cocktail Hour, Jeff Coyle, Co-Founder and Chief Strategy Officer at MarketMuse, talks about how marketers can create standout content by combining AI-driven insights with human creativity. We also discuss why understanding your audience is more critical than ever in the age of AI and discuss how content quality is evolving with emerging technologies.In this episode, you’ll learnThe cost of building and commoditizing AIWhy personalizing your content and demonstrating a deep understanding about your audience can make all the difference in content creation and marketingInsights on MarTech and how this can influence content creation, quality, and strategies in the futureResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Jeff on LinkedIn: https://www.linkedin.com/in/jeffcoyle/Check out MarketMuse:https://www.marketmuse.com/Timestamps(00:00) Intro(09:04) Pros and cons of being an early AI adopter(16:50) The cost of building AI tech, Commoditizing AI(17:34) How content quality will evolve as we adopt new tech(23:07) Good or bad, all content matters(24:07) If you’re a good writer, you’re the most important person in the room(29:33) OpenAI’s path to a trillion-dollar future

“I don't think AI is gonna replace content managers and people who are coming up with the ideas and actually fleshing them out, especially in B2B," says Jeremy Collier, Content Marketing Manager at ActiveCampaignIn this episode of The Content Cocktail Hour, Jeremy Collier, Content Marketing Manager at ActiveCampaign, talks about how AI and innovative SEO strategies are shaping the future of content marketing. Jeremy also takes us along on his inspiring career journey, from his early days as a video game tester to his current role at ActiveCampaign. He also explains the power of incorporating emotional appeal into B2B content, and how his team at ActiveCampaign approaches content creation.In this episode, you’ll learn:Using AI for research, outlines, and drafting, especially for listicles and experimentsThe importance of personal connection in B2B marketing to enhance engagementAdapting to SEO changes and search behavior to maintain content visibilityResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Jeremy on LinkedIn: https://www.linkedin.com/in/jeremycollier2011/Check out ActiveCampaign: https://www.activecampaign.com/Timestamps:(00:00) Intro(05:17) The rise of generative AI in content marketing(10:04) Content marketing process at ActiveCampaign(12:13) Adapting to keyword shifts and search engine evolution(16:22) Jeremy's career path from video games to marketing(18:49) How to break into content marketing(20:47) Emotion in B2B marketing

"Right at the point when you're feeling exhausted and really bored about promoting a piece of content is right when the market is actually starting to see it," says Adam Sockel, Content Marketing Lead at OrumIn this episode of The Content Cocktail Hour, Adam Sockel, Content Marketing Lead at Orum, talks about the world of content creation and strategy, revealing why he believes the key to memorable content is to be "anything but boring." Adam shares how he navigates the relationship between sales and marketing to the practicalities of running large-scale surveys. He also discusses the importance of maintaining a cohesive brand voice and the real power of proprietary data in content marketing.In this episode, you’ll learn:The value of being memorable over being flawlessHow to ensure that your sales development team is consistently aligned with your content strategyInvesting in unique, proprietary data can deliver extraordinary ROIResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Adam on LinkedIn: https://www.linkedin.com/in/adam-sockel/Check out Orum: https://www.orum.com/Timestamps:(00:00) Avoiding apathy in marketing strategy(05:38) The impact of centralized customer marketing on sales(12:52) How to create and measure content success(23:07) Why outbound is not dead

“Your biggest opportunity is your existing content. Keep optimizing it and making it better,” says Salvatore Surra, Director of SEO & Content at Seamless.AIIn this episode of The Content Cocktail Hour, Salvatore Surra, Director of SEO & Content, talks about his top strategies for creating high-impact, SEO-rich content that stands out in a sea of AI-generated content. He walks us through how SEO and search engines have evolved over the years and explains why quality content is still more valuable than quantity. Sal also highlights the invaluable role of the human touch in the writing process, showing how it can help improve search rankings while ensuring your brand’s voice remains genuine, relatable, and uniquely human.In this episode, you’ll learn:The evolution of SEO strategies and search engines through the yearsHow to blend automation with human creativity in content writingReal-world content and SEO strategies that works in today’s AI-powered worldResources:Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/ Check out The Juice HQ: https://www.thejuicehq.com/ Connect with Sal on LinkedIn: https://www.linkedin.com/in/salsurra/Check out Seamless.AI: https://seamless.ai/homeTimestamps:(01:29) Why optimizing existing content is your biggest opportunity(10:17) The changing landscape of SEO(18:21) How Seamless.AI boosted SEO with quality content(21:29) The value of the “human touch” in content writing(22:14) How to re-optimize your existing content(27:01) AI for efficiency, not creativity