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Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Jacek Materna as they explore how account-based marketing (ABM) has evolved from traditional sales tactics to precision-driven strategies fueled by AI. Jacek reflects on his career in ABM, starting in enterprise sales during the 2000s, and shares practical advice for implementing effective ABM programs. The episode tackles common missteps, such as over-reliance on tools, and outlines the importance of aligning sales and marketing teams. Jacek also dives into real-world use cases of AI in ABM, from hyper-personalization to advanced measurement tactics, and how businesses can stay competitive in today’s fast-paced Martech landscape.Key TakeawaysABM is Old School Personalization with a New Name: ABM is an extension of the enterprise sales motion that has existed for decades but now incorporates modern tools and strategiesAlignment is Critical: Sales and marketing teams need to collaborate closely, with shared goals and metrics, to make acc

Episode SummaryOn this episode of OnBase, host Paul Gibson sits down with Ingrid Archer to discuss "cracking the ABM code" and uncover why successful ABM initiatives require more than just strategy. Ingrid shares her expertise on balancing localized needs within European markets, overcoming common misconceptions about ABM, and using AI to streamline processes at every stage of account-based execution.From highlighting the importance of sales and marketing collaboration to providing actionable steps for initiating ABM, Ingrid offers incredible insights for marketers at every stage of their ABM journeys. This episode also dives into key hurdles like impatience, budget constraints, and the lack of education around ABM, offering solutions to overcome these issues.Whether you’re new to ABM or looking to refine your current strategy, Ingrid’s advice is an invaluable resource.Key TakeawaysSales and Marketing Alignment is Crucial: Successful ABM hinges on teamwork between sales and marketing. Forget the silos and wor

Episode SummaryIn this episode, Host Chris Moody is joined by Eric Feige to discuss how businesses can win with go-to-market (GTM) strategies by setting realistic digital transformation goals, fostering cross-functional alignment, and leveraging tools like Demandbase for scalable growth. Eric’s breadth of experience—from entrepreneurship to consulting with Fortune 500 companies—offers unique perspectives on the practical steps organizations can take to achieve revenue growth, avoid common pitfalls, and innovate without unnecessary risk. Eric also shares advice on using AI and composable technology to accelerate success in go-to-market strategies.Key TakeawaysCross-Functional Collaboration is Essential: GTM success requires alignment across sales, marketing, technology, and compliance teams, with a clear P&L owner driving the effort.Set Realistic Digital Transformation Goals: Break down large initiatives into achievable milestones that deliver short-term wins and lay the foundation for long-term growth.Lev

Episode SummaryThis episode dives into the critical role of data quality in unlocking the true potential of AI for ABM success. Daryn Smith shares how organizations can move from AI hype to AI readiness, focusing on bridging data silos and using AI effectively. The discussion explores practical steps to improving data management, leveraging AI tools to streamline processes, and why leadership plays a pivotal role in driving change. Daryn also reveals fascinating use cases where AI has made a tangible difference in business operations and marketing strategies.Key TakeawaysAI Readiness is LaggingOnly 8.5% of companies are truly AI-ready, despite executives highly prioritizing AI adoption.Data Quality is Key:70% of respondents prioritize data quality over AI, revealing that unstructured or siloed data hampers AI effectiveness.Leadership’s Role in AI SuccessLeaders must champion AI adoption while being transparent about the need for continuous improvements in data management and AI training.Blind Automation Can U

Episode SummaryTune in as host Paul Gibson sits down with Matthew Creswick, Chief Marketing Officer at Huble Digital, to explore the 95-5 marketing strategy. This insightful episode dives into balancing long-term brand building with capturing in-market demand, the evolving buyer landscape, the role of AI, and how intent data is changing the game for B2B marketers. Whether you’re a seasoned pro or new to the field, this episode offers actionable advice and fresh perspectives on marketing strategy.About the GuestMatthew Creswick is an experienced marketing and business leader with over ten years of experience in the HubSpot industry. He has held senior roles, including Regional Managing Director, Chief Marketing Officer, and Chief Product Officer, and has worked across Europe and Southeast Asia.A certified HubSpot trainer with a Bachelor’s degree in Business Management with Marketing, Matthew has been featured in Content Grip, the Huble Blog, and HubSpot.com. He is also a member of the CMO club in Exit Five and

Episode SummaryThis episode explores how SaaS companies can create competitive moats through strong brands and authentic communities. Margaret Kelsey shares her expertise on why technology alone isn’t a moat in today’s landscape and how :: community, customer relationships, and values can differentiate brands for long-term success. The conversation also dives into the role of generative AI in marketing, actionable steps to build genuine customer connections, and strategies for amplifying brand stories across channels.About the GuestMargaret Kelsey is a CMO, marketing advisor, artist, and podcast host dedicated to creating shared languages that provide clarity, direction, and personal satisfaction. In her professional life, she develops effective go-to-market strategies, emphasizing the importance of aligning internal teams with their target audiences. Her artistic endeavors delve into the exploration of subconscious shared languages to create a human connection. Margaret also co-hosts a podcast (Don't Say Con

Episode SummaryIn this special in-person episode of OnBase, host Chris Moody joins Davis Potter live from Austin, Texas, for a candid deep-dive into the evolution of account-based marketing. Davis draws on his experience across enterprise giants and nimble startups to unpack the real differences between demand gen and ABM—and why most companies are stuck in the middle.Together, they dissect the pitfalls of outdated ABM models, the importance of unifying go-to-market teams, and the need for signal-based measurement over legacy lead scoring. Davis explains the “account-based arrow,” ForgeX’s new data model, and shares practical tips for aligning product marketing with ABM functions for retention and growth. Whether you're a team of one or leading a global strategy, this episode is packed with insights you can act on immediately.Key TakeawaysABM vs. Demand Gen: True ABM is more than just targeted demand generation; it requires a unified approach across sales and marketing.  Strategic ABM Implementation: Orga

Episode SummaryIn this episode of OnBase, host Paul Gibson welcomes Hannah Ajikawo for a deeply insightful conversation on building strong go-to-market foundations and how AI is reshaping the future of sales execution.Hannah reflects on her career journey and the moment she realized that many teams don’t truly understand strategy. She outlines the importance of focusing GTM energy on where businesses win most, shares her “go-to-market building blocks” framework, and explains how AI can enhance precision across the buyer journey—from awareness to pricing strategy.Whether you're leading a sales team, rolling out new tech, or trying to scale confidently, this episode is full of practical wisdom.Quotes“If you really sit down, remove ego, and look at the data—you’ll find where you win. Focus there. That’s the cheat code.”Best Moments (00:53) – Hannah Ajikawa's career journey and the founding of Revenue Funnel.  (02:51)-04:39 – The importance of GTM fundamentals and addressing underperforming teams.  (05:54

Episode summary:In this episode of OnBase, host Chris Moody sits down with Trent Talbert to dissect the 2025 B2B marketing landscape—from evolving ABM strategies to the real reason high-growth companies are struggling despite bigger budgets. Trent shares insights from the newly released AMP25 survey and offers sharp, data-backed guidance on where modern marketers should double down and what they should ditch.You’ll hear why personalization is still broken in most orgs, how bold messaging can break through the noise, and why “do more with less” is a dangerous myth. Packed with practical wisdom and a few mic-drop moments, this episode is a must-listen for any B2B marketer looking to elevate their strategy this year.Key TakeawaysOptimism in Goals: A significant majority (80%) of B2B tech marketers are optimistic about achieving their goals this year.  Growth Challenges: Faster-growing companies often face more challenges, requiring a broader approach to marketing.  ABM and Personalization: Organizational silos c

Episode SummaryIn this episode of OnBase, host Chris Moody welcomes Brandon Ratliff for a compelling conversation about the evolution of Martech, the promise (and limitations) of AI, and the art of staying future-ready in an ever-accelerating landscape.Brandon shares his unconventional path from coding hobbyist to martech leader, while offering tactical advice for building scalable stacks, enabling data-informed personalization, and fostering innovation within teams. He unpacks what it means to shift from “T-shaped” to “I-shaped” marketers, the human side of AI-driven growth, and how organizations can maintain curiosity to avoid losing their competitive edge.Whether you're leading an enterprise marketing team or scaling a scrappy startup strategy, Brandon’s insight into modern Martech is both practical and visionary.Key TakeawaysThe Evolving Marketer: The shift from T-marketer to I-marketer highlights the importance of data literacy in addition to channel-specific expertise.  Data-Driven Marketing: Clean

Episode SummaryIn this episode of OnBase, host Chris Moody and Parth Mukherjee delve into the critical role of customer voices in shaping go-to-market strategies. Parth shares his journey through the tech industry, highlighting his experiences in product marketing and go-to-market strategy across different company stages. He emphasizes the importance of product marketing teams in bringing the customer's perspective into the organization and outlines the five key components of a go-to-market strategy: who, what, why, where, and how. Parth also discusses methods for collecting and analyzing customer data, balancing quantitative and qualitative feedback, and addressing stakeholder resistance. Additionally, he explores emerging marketing trends, the use of AI in marketing, and the challenges of B2B marketing, such as attribution.Key Takeaways:Voice of the Customer is Key: Customer insights are crucial for shaping effective go-to-market strategies.  Five Components of Go-to-Market Strategy: The five key questi

Episode SummaryIn this episode of OnBase, host Chris Moody is joined by Alison Mendoza to dive into the power of the Jobs-to-be-Done (JTBD) framework and its transformative impact on innovation, marketing, and product strategy. Alison shares her non-linear journey into R&D, how her background in linguistics shapes her collaboration with engineers, and how JTBD allows companies to avoid blind spots and uncover real customer needs.Listeners will gain insights into how Honeywell uses behavioral science and JTBD to drive meaningful product adoption, why traditional voice-of-customer methods often fall short, and how AI is unlocking strategic work by automating repetitive tasks. From uncovering misaligned innovation strategies to empowering teams through better language and observation, this episode is a masterclass in modern customer-centric thinking.Key takeaways:Jobs-to-be-Done (JTBD) vs. Hypotheticals: JTBD eliminates guesswork by focusing on observable behaviors, not hypothetical customer desires.Behavior

Episode SummaryIn this episode of OnBase, host Paul Gibson sits down with Shimon, a leading voice in B2B marketing from SPOTONVISION. The duo dives into the big topic of bridging short-term wins with long-term growth while discussing how Account-Based Marketing (ABM) and Artificial Intelligence (AI) are transforming the future of B2B marketing strategies.With insights drawn from years of partnership and expertise, this conversation explores how to balance immediate results with long-term objectives. Whether you’re looking to improve 2025 metrics or future-proof your marketing strategies, this episode offers actionable takeaways to help your team succeed. Key TakeawaysShort-Term and Long-Term HarmonyAchieve a balance between quick wins that boost immediate outcomes and strategies for sustained growth.The Role of AI in B2B MarketingLeverage AI to enhance data analysis, improve personalization, and optimize campaign efficiency.ABM Done RightAdopt evolving Account-Based Marketing practices to create impactful eng

In this episode of OnBase, host Chris Moody welcomes Nicole Warshauer for an enlightening conversation on health benefits, empathy-driven branding, and building consumer trust through education. Nicole walks us through her non-linear career journey and how her passion for community and storytelling has shaped her role at HealthEquity. She shares practical strategies for educating diverse healthcare consumers, discusses the emotional complexities of health benefits, and explores the skills marketers need to build brands around “unsexy” topics.Nicole also explores HealthEquity’s innovative tools, such as Engage360 and HSAnswers, which use AI and multi-channel strategies to deliver personalized, accessible benefits education. Whether you’re navigating the healthcare landscape or trying to humanize your B2B brand, this episode is full of actionable insights and authentic inspiration.Key TakeawaysEmpathy is Foundational: To demystify healthcare benefits, brands must lead with empathy—understanding emotional roadbl

In this episode of OnBase, host Chris Moody sits down with Craig Chiofalo to explore what it truly takes to build and lead a world-class support engineering organization. Craig pulls back the curtain on the operational strategies and tech stack powering Demandbase’s award-winning team—including how tools like Salesforce Einstein and SupportLogic are transforming their approach to proactive support. He also shares lessons on hiring for excellence, scaling impact without ballooning headcount, and why deep, daily collaboration across product, engineering, and customer success is the cornerstone of lasting success.Key takeawaysRight Team, Right Tech: Hiring the right talent, enabling them with strong onboarding and internal tools, and layering in AI-driven technologies can drive exponential impact without scaling the team linearly.Cross-Functional Collaboration Is Everything: Craig attributes much of the team’s success to deep integration with product, engineering, and customer success—teams that work together da

Episode SummaryIn this episode of OnBase, host Chris Moody chats with Maximus Greenwald about reimagining traditional outbound strategies through a concept he calls "warmbound"—the fusion of outbound execution with inbound energy. Maximus walks us through the broken state of traditional lead scoring, the inefficiencies of outdated TAM/SAM/SOM frameworks, and why marketers should own the pipeline.He breaks down how intent signals, AI, and horizontal marketing teams will reshape the future of GTM. Maximus also shares how he tests big bets as a founder, what marketers can learn from enterprise sellers, and how personalization must evolve in the age of generative AI.Key TakeawaysWarmbound, Not Outbound: The strict division between inbound (marketing) and outbound (sales) is outdated. The future is unified, pipeline-first, go-to-market strategies driven by intent.Classic Lead Scoring Is Broken: Rigid filters based on outdated firmographics miss major ICP opportunities. AI can dynamically model what actua

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Susan Bloomfield to discuss the power of authentic storytelling in aligning marketing and sales. Susan shares her journey from research to marketing leadership and how she built her expertise in business development. She dives deep into the three P’s of storytelling—People, Passion, and Purpose—and how they drive engagement and differentiate brands.She also highlights how marketing can support sales in a way that feels genuine, engaging, and human—while still delivering measurable results. If you’re looking to create a brand strategy that resonates and builds strong relationships, this conversation is a must-listen!Key TakeawaysThe Three P’s of Storytelling: A compelling marketing strategy is built on People, Passion, and Purpose—focusing on the human side of business and brand identity.Sales & Marketing Alignment: To effectively align marketing and sales, marketers must ensure that content and branding support real customer convers

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Caroline Quinn to explore the nuances of optimizing Account-Based Marketing (ABM) strategies. Caroline shares her deep insights on defining the right ABM mix, navigating between one-to-one, one-to-few, and programmatic ABM approaches, and ensuring marketing investments align with business priorities. She also highlights the importance of curiosity, listening skills, and marketing technology in executing successful ABM programs.With practical frameworks and real-world examples, this discussion is essential for marketers looking to refine their ABM strategies and drive meaningful engagement with key accounts.About the GuestCaroline is an enterprise technology marketer specializing in account-based marketing (ABM) and demand generation. At Cloudflare, she drives demand through targeted campaigns for strategic accounts. Her past roles include building a $65M ABM program at Blue Yonder and developing ABM strategies for sellers at tech organi

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Chad Holdorf to discuss how agentic AI is revolutionizing B2B go-to-market strategies. They explore the rise of AI-driven agents, why automation leaders are doubling down on AI, and the biggest mistakes B2B teams make with AI adoption. Chad also shares real-world use cases from Demandbase, showing how AI agents streamline workflows, enhance intent-based targeting, and deliver predictive recommendations to sales and marketing teams.If you're a sales or marketing leader, this episode will give you actionable insights on how to integrate AI-powered GTM workflows while ensuring data accuracy, personalization, and efficiency.Key takeaways:AI Agents Are Reshaping GTM – AI-driven agents can help 10x productivity, making teams more efficient while removing friction from sales and marketing workflows.The Biggest AI Mistake – Companies focus too much on the technology itself rather than on solving real customer problems. AI should be outcome-driv

Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Judit Szabo to discuss the complexities of aligning account-based strategies within diverse tech environments. With organizations facing challenges in tailoring ABX (Account-Based Experience) initiatives across different teams, tools, and processes, Judit shares her insights on how to execute ABX successfully.From understanding skill sets that drive alignment to navigating sales and marketing collaboration, she provides actionable insights on overcoming common obstacles, measuring success, and adapting methodologies for different organizations.Judit also explores the role of AI in account-based strategies, how technology enhances personalization, and why holistic, data-driven approaches are critical for long-term success.About the GuestJudit is a  B2B marketing leader with 15+ years at IT Software and Services companies, Judit has PR and Media experience prior to joining the Tech industry. She was the winner of the 2019 Forrester ROI Ho