Ep. 519 | Rethinking Outbound: Why Warmbound Is the Way Forward

OnBase: Smashing Sales and Marketing Misalignments

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Peak Travel

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You Can Visit All Seven Continents. But Should You? 26:46

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26:46

For many travelers, Antarctica is a bucket-list destination, a once-in-a-lifetime opportunity to touch all seven continents. In 2023, a record-breaking 100,000 tourists made the trip. But the journey begs a fundamental question: What do we risk by traveling to a place that is supposed to be uninhabited by humans? And as the climate warms, should we really be going to Antarctica in the first place? SHOW NOTES: Kara Weller: The Impossible Dilemma of a Polar Guide Marilyn Raphael: A twenty-first century structural change in Antarctica’s sea ice system Karl Watson: First Time in Antarctica Jeb Brooks : 7 Days in Antarctica (Journey to the South Pole) Metallica - Freeze 'Em All: Live in Antarctica Learn about your ad choices: dovetail.prx.org/ad-choices…

cách đây khoảng một năm trước 33:32

M4A•Trang chủ episode

Episode Summary
In 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 Maximus walks us through the broken state of traditional lead scoring, the inefficiencies of outdated TAM/SAM/SOM frameworks, and why marketers should own the pipeline.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 Takeaways

Warmbound, Not Outbound: The strict division between inbound (marketing) and outbound (sales) is outdated.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Classic Lead Scoring Is Broken: Rigid filters based on outdated firmographics miss major ICP opportunities.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 actually drives revenue.
Signal Stacking Is the New ICP: Combine CRM, intent data, buyer behavior, and historical signals to build a more accurate, real-time picture of purchase readiness.
Marketers Should Own Pipeline: With the right data and tools, marketing can—and should—run outbound motions and be comped like sellers.
Horizontal Over Vertical Marketing: Organize teams around the buyer journey stages (cold, warm, hot) instead of just marketing channels.

Quotes

“Inbound versus outbound is a false dichotomy. Your outbound should drive inbound, and your inbound should fuel outbound. It's all one team now.”

“You don’t stay in someone’s TAM forever. SOM is dynamic. A lead heats up, cools down, and reenters. We need systems that move with that fluidity.”

Best Moments

03:00–05:00 – From Google Maps to SaaS: Maximus shares how he transitioned into sales and marketing.
06:30–09:00 – What’s broken in lead scoring—and how AI can fix it.
13:00–16:00 – Rethinking TAM, SAM, and SOM as dynamic, not static.
20:00–24:00 – The rise of the horizontally structured marketing org.
28:00–31:00 – Why marketers should carry a quota—and get paid like enterprise reps.

Tech Recommendations

Autobound – An AI-powered sales copywriting tool that personalizes based on deal-winning language.
Default – An Inbound lead routing and scheduling engine.

Resource Recommendations

Podcast:
30 Minutes to President's Club.

Report:
The 2025 State of Marketing Report by HubSpot.

Shout-outs

Kieran Flanagan – SVP of Marketing at HubSpot.
Dave Gerhardt – Founder of Exit Five, formerly Drift.
Hunter Walk – Partner and Co-Founder at Homebrew.
Finn Murphy – General Partner at Nebular VC.

About the Guest

Maximus Greenwald is the Co-founder and CEO of Warmly, an AI-powered outbound platform that transforms how companies think about lead generation, pipeline development, and the convergence of sales and marketing. Before founding Warmly, Maximus began his career in engineering and product development at Google Maps, and eventually made the leap from big tech to B2B SaaS entrepreneurship. Today, he helps hundreds of companies unify inbound and outbound strategies under one mission: driving warm leads through smarter, signal-based marketing.

Connect with Maximus.

528 tập

#Business #B2B Marketing #Marketing #DemandMatrix

Ep. 519 | Rethinking Outbound: Why Warmbound Is the Way Forward

OnBase: Smashing Sales and Marketing Misalignments

published cách đây khoảng một năm trước

Chia sẻ

M4A•Trang chủ episode

Key Takeaways

Warmbound, 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 actually drives revenue.
Signal Stacking Is the New ICP: Combine CRM, intent data, buyer behavior, and historical signals to build a more accurate, real-time picture of purchase readiness.
Marketers Should Own Pipeline: With the right data and tools, marketing can—and should—run outbound motions and be comped like sellers.
Horizontal Over Vertical Marketing: Organize teams around the buyer journey stages (cold, warm, hot) instead of just marketing channels.

Quotes

“Inbound versus outbound is a false dichotomy. Your outbound should drive inbound, and your inbound should fuel outbound. It's all one team now.”

“You don’t stay in someone’s TAM forever. SOM is dynamic. A lead heats up, cools down, and reenters. We need systems that move with that fluidity.”

Best Moments

03:00–05:00 – From Google Maps to SaaS: Maximus shares how he transitioned into sales and marketing.
06:30–09:00 – What’s broken in lead scoring—and how AI can fix it.
13:00–16:00 – Rethinking TAM, SAM, and SOM as dynamic, not static.
20:00–24:00 – The rise of the horizontally structured marketing org.
28:00–31:00 – Why marketers should carry a quota—and get paid like enterprise reps.

Tech Recommendations

Autobound – An AI-powered sales copywriting tool that personalizes based on deal-winning language.
Default – An Inbound lead routing and scheduling engine.

Resource Recommendations

Podcast:
30 Minutes to President's Club.

Report:
The 2025 State of Marketing Report by HubSpot.

Shout-outs

Kieran Flanagan – SVP of Marketing at HubSpot.
Dave Gerhardt – Founder of Exit Five, formerly Drift.
Hunter Walk – Partner and Co-Founder at Homebrew.
Finn Murphy – General Partner at Nebular VC.

About the Guest

Connect with Maximus.

528 tập

#Business #B2B Marketing #Marketing #DemandMatrix

ทุกตอน

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Ep. 527 | AI-First GTM: The New Playbook for Sales Execution 29:20

cách đây 5 ngày trước29:20

29:20

Episode Summary In 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) – How repositioning and focus transformed pipeline generation for a B2B tech company. (10:00) – AI's influence on GTM strategies and sales processes. (12:22) – Areas of GTM most primed to benefit from AI integration. (16:19) – Actionable advice for strengthening GTM foundations. (22:46) – How AI is changing account-based go-to-market approaches. Tech Recommendations Demandbase – For GTM prioritization and signal intelligence. Sybill.ai – AI-powered call analysis and coaching. Twain.ai – Tailored messaging and engagement optimization. SimpleTalk.ai – Conversational AI for real-time needs handling. Resource Recommendations Podcasts The Founders Podcast Diary of a CEO (Stephen Bartlett) Newsletters Substack (for AI newsletters) Blogs Gates Notes - Bill Gates' blog Daniel Priestley's content B2B Leaders to follow Jen Allen-Knuth , Founder, DemandJen Lisa Kelly , Founder and CEO, Radical Results Barry Flaherty , GTM Leader About the Guest Hannah Ajikawo is an award-winning go-to-market consultant and founder of Revenue Funnel, helping B2B scale-ups unlock growth and optimize their revenue engines. With 16+ years of experience, Hannah has been recognised as a LinkedIn Top Voice, LinkedIn Sales Insider, Salesforce Influencer, and one of the 100 Most Powerful Women in Sales by Demandbase. She is also a HubSpot Modern Sales Leader and a global expert in aligning sales processes with modern buyer journeys to drive sustainable growth. Connect with Hannah .…

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Ep. 526 | Bold Moves & B2B Breakthroughs: Inside the 2025 Marketing Playbook 20:48

cách đây 5 ngày trước20:48

20:48

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 Takeaways Optimism 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 can hinder effective ABM and personalization. Emerging brands have an advantage in implementing these strategies due to their lack of legacy systems. Standing Out: Brands can capture attention through bold, creative, and emotionally resonant messaging that balances rational appeals. Customer Focus: There's a growing emphasis on customer loyalty, lifetime value, and downstream engagement, including onboarding and renewals. Budget Trends: Most budgets are flat or increasing, but companies are urged to choose either a cost-reduction or growth strategy. Tactic Stability: The top six marketing tactics have remained consistent, highlighting the importance of executing fundamentals well and creating a coherent customer experience across channels. Best Moments (00:35) - Trent Talbert's career journey in B2B tech. (02:39) - The relationship between growth and marketing challenges. (03:54) - Obstacles to fully leveraging ABM and personalization. (06:51) - Strategies for brands to stand out. (10:05) - Budget trends and strategic recommendations. (14:05) - The importance of strategic focus. (16:54) - Recommended tools in the intent and personalization space. (18:05) - Trent's favorite reads and the importance of brand building. Tech Recommendations Demandbase – ABM + intent tools Mutiny – Website personalization Books: The Four Conversations by Blair Enns Podcasts: Two Bobs Podcast with Blair Enns & David C. Baker Reports: April Six Marketing Pulse 2025 Blair Enns , Founder, Win Without Pitching April Dunford , Founder, Ambient Strategy, and positioning expert for tech companies Bob Wright , Founder, Firebrick Anna Powell, RevOps influencer in the B2B space About the guest: Trent Talbert is a seasoned professional with a strong background in strategy and account management. At April Six, Trent currently holds the position of Head of Strategy for North America. Prior to this role, Trent worked at Doremus as an Account Supervisor, gaining experience in various account executive roles. Trent has also worked in advertising and PR, further showcasing their diverse skill set. With a BS in Business-Marketing from the University of Missouri Trulaske College of Business, Trent is well-equipped to handle the challenges of their dynamic roles in the industry. Connect with Trent .…

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Ep. 525 | The Future-Ready Martech Stack (and Mindset) You Need Now 27:50

cách đây 12 ngày trước27:50

27:50

Episode Summary In 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 Takeaways The 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 and well-utilized data is crucial for the success of MarTech initiatives. Future of MarTech: AI and predictive analytics are key to enhancing efficiency, personalization, and ROI in marketing. Essential MarTech Stack : A core MarTech stack includes a CDP, marketing automation platform, ABM tool, and CRM. AI's Role in Marketing: AI enhances marketing through production, planning, creative management, and scaled personalization. Importance of Human Connection: Human relationships remain fundamental in marketing and business despite technological advancements. Future-Proofing Skills: Marketers must prioritize continuous learning, including prompt engineering and AI tools, to stay ahead. Fostering Innovation: Leaders should encourage experimentation and calculated risk-taking to drive marketing innovation. Qualities of a Modern Marketer: Key competencies include fearlessness, curiosity, creativity, and data-centricity. Signs of Losing Competitive Edge: Stagnation, lack of investment in new tools, and failure to train employees are warning signs. Change Management: Overcoming resistance to change and fostering belief in new initiatives is a significant challenge in marketing. Quotes “You don’t have to know everything. But you do have to know your data. Best Moments 00:48 - 02:18 Brandon shares his journey into MarTech. 02:48 - 03:32 The importance of data in marketing. 05:36 - 06:20 Pragmatic approach to data. 06:54 - 08:14 Core components of a MarTech stack. 08:14 - 09:41 The role of AI in enhancing marketing. 10:33 - 12:29 The balance between technology and human connection. 13:13 - 16:38 Strategies for future-proofing marketing skills. 21:26 - 23:18 Signs a company is losing its competitive edge. 23:35 - 25:22 The biggest challenge in marketing today: change management. About the Guest Brandon is a seasoned leader in marketing technology and operations at Qualcomm. With a passion for innovation and a knack for navigating the digital realm, Brandon has been instrumental in advancing Qualcomm's Martech strategies. He has successfully implemented transformative technologies, including advanced marketing automation and analytics tools, to drive data-driven success. Known for his thought leadership and commitment to staying ahead of industry trends, Brandon's work exemplifies the powerful synergy between marketing and technology. Join us as he shares his insights and experiences in unlocking the potential of the Martech stack. Connect with Brandon .…

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Ep. 524 | The Market Speaks: Building GTM with Customer Voice 30:09

cách đây 13 ngày trước30:09

30:09

Episode Summary In 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 questions to answer are who is the target audience, what are the offerings, why should buyers care, where should we sell, and how do we hit our targets. Data Collection and Analysis: Utilize a combination of call recording technologies, surveys, customer interviews, and focus groups to gather customer feedback. Balancing Quant and Qual: Combine quantitative data with qualitative insights to build compelling narratives and make informed decisions. Addressing Stakeholder Resistance: Use proof and data to overcome internal misconceptions and align stakeholders. Importance of Timing: Gather customer feedback throughout the product life cycle, starting from the product vision stage. Emerging Marketing Trends: The importance of buyer self-education, hyper-personalized marketing, prompt engine optimization (PEO), and the convergence of ABM with intent data. Quotes “Product marketing should be the voice of the company in the market—and more importantly, the voice of the market inside the company.” Best Moments 00:07: Parth shares his journey into tech and marketing. 03:30: The importance of customer voices in shaping go-to-market strategy. 04:45: The five components of an effective go-to-market strategy. 07:30: Methods for data collection and analysis. 13:00: How to deal with stakeholder resistance using proof and data. 16:15: The importance of gathering customer feedback throughout the product life cycle. 19:00: Emerging marketing trends for the next five years. 22:30: Use cases of AI in marketing. 24:30: The biggest challenge in B2B marketing: attribution. Tech Recommendations ⁠Chorus⁠ – Call intelligence for market and product insights. ⁠MindTickle⁠ – Deal rooms and enablement for modern B2B sales. ⁠Klue⁠ – Competitive intelligence and win-loss analytics. Books: ⁠ Crossing the Chasm ⁠ by Geoffrey Moore ⁠ Building a StoryBrand ⁠ by Donald Miller Blogs & Newsletters: ⁠HubSpot Blog⁠ ⁠Gartner for Go-To-Market Insights⁠ ⁠Marketing Brew⁠ Podcasts: ⁠Marketing Over Coffee⁠ ⁠Product Marketing Life by PMA⁠ Shout-outs: ⁠Kevin Akeroyd⁠ , CEO at Sovos ⁠Ann Handley⁠ , Chief Content Officer at MarketingProfs ⁠Andy Raskin⁠ , Strategic Narrative Coach About the Guest: Parth Mukherjee is the VP of Product Marketing, Corporate Marketing, and Go-To-Market Strategy at Sovos, a leading tax compliance platform. With over 20 years of experience in tech marketing—including pivotal roles at Adobe, Cognizant, and five high-growth VC-backed startups (four of which successfully exited)—Parth brings deep expertise in scaling companies through every phase of growth. Before joining Sovos, Parth led marketing at Chorus and MindTickle, and continues to apply a data-driven yet deeply human approach to building strategic narratives that resonate with customers and internal stakeholders alike. ⁠Connect with Parth⁠ .…

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Ep. 523 | How the Jobs-to-Be-Done Framework Uncovers Customer Blind Spots 24:14

cách đây 18 ngày trước24:14

24:14

Episode Summary In 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. Behavioral Science + JTBD = Impact: The fusion of decision-making psychology with JTBD drives better adoption and product-market fit. Innovation Pitfalls: Over-reliance on competitor analysis or legacy processes can limit true innovation. Speak Their Language: Product teams must translate customer outcomes into language engineers can act on. AI for Strategic Work: Honeywell’s $120M in AI-driven savings shows how tech can free time for impactful, strategic work. Quotes: “We don’t really have to worry about product-market fit if we’ve built a product on the Jobs-to-be-Done framework.” “If you use AI for simple tasks, it will give you simple output. Use it for complex challenges—like segmentation or positioning—and you’ll see exponential value.”Best Moments Tech recommendations: ⁠⁠Notebook LM (Google)⁠⁠ : A powerful AI research assistant ideal for strategic marketing and A/B testing. Resource recommendations: ⁠⁠Thinking, Fast and Slow⁠⁠ by Daniel Kahneman Books by ⁠⁠Jonah Berger⁠⁠ – Practical marketing playbooks from the Wharton professor ⁠⁠321 Newsletter by James Clear⁠⁠ – Weekly insights on habits, strategy, and self-improvement Leaders to follow: ⁠⁠Chandler Stillman⁠⁠ – Director, Marketing & Customer Experience at ADDMAN ⁠⁠Liz Schmittou⁠⁠ – Brand & Marketing Content Leader at ADDMAN ⁠⁠Emily Carr⁠⁠ – Consulting Account Lead at Google ⁠⁠00:30⁠⁠Alison’s global career journey from flight attendant to R&D innovator Best moments: ⁠⁠03:00⁠⁠JTBD explained and why most voice-of-customer methods fall short ⁠⁠08:30⁠⁠How to bridge engineering and customer outcomes with the right language ⁠⁠14:00⁠⁠The synergy between behavioral science and JTBD in shaping innovation ⁠⁠16:40⁠⁠Honeywell’s AI success: $120M saved through automation and productivity tools ⁠⁠20:20⁠⁠The evolving challenges of B2B marketing and the role of dynamic content About the guest: Alison is the Global Sr. Director of Innovation at Honeywell International, leading innovation and growth across the Honeywell portfolio of businesses. With over 15 years of global experience, she integrates customer-centric expertise in aerospace and advanced technology sectors. Alison is also a member of the Strategic Communications Committee at AUVSI and actively recruits for the Honeywell Political Action Committee. She shares insights on innovation, communication, persuasion, and leadership in her LinkedIn blogs. ⁠⁠Connect with Alison⁠⁠ .…

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Ep. 522 | ABM & AI: Driving B2B Growth Today and Tomorrow 43:51

cách đây 19 ngày trước43:51

43:51

Episode Summary In 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 Takeaways Short-Term and Long-Term Harmony Achieve a balance between quick wins that boost immediate outcomes and strategies for sustained growth. The Role of AI in B2B Marketing Leverage AI to enhance data analysis, improve personalization, and optimize campaign efficiency. ABM Done Right Adopt evolving Account-Based Marketing practices to create impactful engagements and measurable results. Future-Forward Marketing Strategies Stay ahead by understanding the trends and innovations shaping the future of B2B marketing. Quotes "The future of B2B marketing lies in leveraging the power of AI to do more with less, while keeping personalization at the core." Best Moments 04:00–07:00 – Shimon dives into his career path and how ABM became a core focus. 10:00–12:30 – Shimon explains how changing buyer behaviors redefines sales and marketing strategies. 15:00–18:00 – A closer look at how ABM and AI address misalignment challenges. 24:00–26:00 – Shimon shares his insights on the future role of AI in account-based GTM. 30:00–33:00 – Predictions on the next evolution of ABM in the B2B space. Tech Recommendations Trendemon - Highlighted as a platform that provides real-time personalization and insights to customize content for website visitors, leveraging AI for ease of use. Resource Recommendations Books: Mindset by Carol Dweck - Suggested for fostering a growth mindset and improving team collaboration and alignment. Atomic Habits by James Clear - Advocated for creating effective personal and team habits for growth and success. Shout-Outs Joel Harrison - Founder, B2B Marketing Ryan Almond - Global Marketing & ABX Director, Henkel Ingrid Archer - Managing Partner, SPOTONVISION About the Guest Shimon is a visionary leader who believes in the power of trust, purpose, and shared ambition to bring people together. He envisions a world where businesses don’t just grow but thrive through meaningful relationships—both with their customers and within their teams. In B2B, Shimon sees one of the most powerful yet often overlooked connections: the alignment between marketing and sales. When these two forces come together, businesses don’t just see results—they create a real, lasting impact. Every day, Shimon is on a mission to turn this vision into reality. Whether through the conversations he sparks, the communities he builds, or the insights he shares, he is constantly looking for others who share this belief. For those who want to create a world where relationships—between businesses, between people, and within organizations—are the true drivers of success. Website: Spotonvision.com Connect with Shimon .…

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Ep. 521 | Benefits Decoded: Making Healthcare Choices Clear & Confident 27:19

cách đây 25 ngày trước27:19

27:19

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 Takeaways Empathy is Foundational: To demystify healthcare benefits, brands must lead with empathy—understanding emotional roadblocks like fear and confusion that often prevent consumers from making informed decisions. One Size Doesn’t Fit All: Benefits education must be personalized. Demographics, health history, family structure, and financial literacy all play a role in how people access and use healthcare. Data-Driven Education Works: Programs like Engage360 have led to a 46% increase in HSA contributions and a 60% increase in investing, showing the power of well-targeted benefit education. Building Brands for “Unsexy” Industries: The best marketers can make even mundane products relatable. Skills like curiosity, critical thinking, empathy, and strong writing are essential for success. Tech with a Human Touch: AI tools can scale education efforts, but without human oversight and strategic intent, they won’t succeed. Quotes “Marketing for the unglamorous takes empathy and grit. That’s where the best brand builders thrive.” Tech recommendations ChatGPT Jasper Copilot Book recommendations Storytelling with Data by Cole Nussbaumer Knaflic – A go-to for making data digestible and visually compelling. Shout-outs Jade Tambini , Founder and Marketing Course Leader, B2B Jade. Hannah Shamji , Customer researcher for B2B SaaS. Erica Schneider , Founder, Cut The Fluff. About the Guest Nicole Warshauer is the VP of Brand Marketing at HealthEquity, where she builds, leads, and engages community-first marketing teams that drive brand growth and resilience. With more than 15 years of experience in marketing and communications across healthcare, tech, design, nonprofit, education, and real estate, Nicole has cultivated a unique ability to deliver integrated, purpose-driven strategies that resonate. She is passionate about creating and nurturing communities of brand evangelists—both internally and externally. Her past work includes collaborations with renowned organizations like Yelp, Dribbble, and Trusted Health. Nicole also offers consulting services to help managers lead high-performing remote teams and optimize their marketing strategy. Connect with Nicole .…

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Ep. 520 | Beyond the Ticket: Building Award-Winning Support at Demandbase 21:56

cách đây 5 weeks trước21:56

21:56

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 takeaways Right 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 daily to elevate the customer experience. Award-Winning Process Maturity : From rewritten job descriptions to internal training certifications and advanced sentiment monitoring, Craig’s team has refined its approach year after year to earn industry recognition. Operationalized AI : AI tools like SupportLogic and Salesforce Einstein are leveraged not just for efficiency, but for better sentiment analysis, proactive support, and smarter data insights. Measure What Matters : In addition to SLAs, Craig’s team emphasizes customer satisfaction and effort scores—tracking detailed metrics while staying focused on proactive issue resolution. Quotes On Team Excellence “This team is phenomenal—not just individually, but in how they collaborate. That synergy is the catalyst behind everything we’ve achieved.” On Leveraging AI Thoughtfully “AI should be seen as an assistant. It's like a dishwasher—you still load it and unload it, but it saves time and effort on repetitive tasks.” (04:00) : How Craig rewrote job descriptions and created testing processes to hire and retain top-tier talent. (09:00) : A deep dive into Salesforce Service Cloud, SupportLogic, and the internal troubleshooting app that dramatically reduces time to resolution. (14:00) : How the team uses data and proactive alerts to prevent fires before they happen. (18:00) : Craig’s thoughtful breakdown of AI as a productivity enhancer, not a replacement. Tech Recommendations Salesforce Service Cloud + Einstein : A central support platform now enhanced with AI capabilities for smarter case handling. SupportLogic : Real-time sentiment analysis and escalation prediction across customer interactions. Resource Recommendations Newsletter: MIT Technology Review – AI-focused and practical Harvard Business Review – Daily updates on leadership and strategy McKinsey – Insightful newsletters with AI-related content Shout-outs Umberto Milletti , Chief R&D Officer at Demandbase Angelle Stromeyer , RVP Customer Success at Demandbase Erika Setla , Sr. Director, CX Strategy & Ops at Demandbase About the Guest Craig Chiofalo is a customer-focused leader with over 20 years of experience directing customer support, service, and success teams across SMB to enterprise clients. Currently Vice President of Support Engineering at Demandbase, Craig leads a Stevie Award–winning team recognized for delivering outstanding customer service. He brings a proven track record of building high-performing, collaborative teams that exceed goals, with a leadership style rooted in fairness, energy, and a deep passion for technology. Craig has held key roles at IBM, Silverpop, CallRail, Calendly, and Salsify, often joining during critical growth phases to scale operations, implement smart automation, and drive cross-functional alignment. His expertise spans platforms like Salesforce, Zendesk, Jira, Confluence, and SQL—always with a hands-on, data-informed approach to delivering exceptional customer outcomes.…

1
Ep. 519 | Rethinking Outbound: Why Warmbound Is the Way Forward 33:32

cách đây 5 weeks trước33:32

33:32

Episode Summary In 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 Takeaways Warmbound, 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 actually drives revenue. Signal Stacking Is the New ICP: Combine CRM, intent data, buyer behavior, and historical signals to build a more accurate, real-time picture of purchase readiness. Marketers Should Own Pipeline: With the right data and tools, marketing can—and should—run outbound motions and be comped like sellers. Horizontal Over Vertical Marketing: Organize teams around the buyer journey stages (cold, warm, hot) instead of just marketing channels. Quotes “Inbound versus outbound is a false dichotomy. Your outbound should drive inbound, and your inbound should fuel outbound. It's all one team now.” “You don’t stay in someone’s TAM forever. SOM is dynamic. A lead heats up, cools down, and reenters. We need systems that move with that fluidity.” Best Moments 03:00–05:00 – From Google Maps to SaaS: Maximus shares how he transitioned into sales and marketing. 06:30–09:00 – What’s broken in lead scoring—and how AI can fix it. 13:00–16:00 – Rethinking TAM, SAM, and SOM as dynamic, not static. 20:00–24:00 – The rise of the horizontally structured marketing org. 28:00–31:00 – Why marketers should carry a quota—and get paid like enterprise reps. Tech Recommendations Autobound – An AI-powered sales copywriting tool that personalizes based on deal-winning language. Default – An Inbound lead routing and scheduling engine. Resource Recommendations Podcast: 30 Minutes to President's Club . Report: The 2025 State of Marketing Report by HubSpot. Shout-outs Kieran Flanagan – SVP of Marketing at HubSpot. Dave Gerhardt – Founder of Exit Five, formerly Drift. Hunter Walk – Partner and Co-Founder at Homebrew. Finn Murphy – General Partner at Nebular VC. About the Guest Maximus Greenwald is the Co-founder and CEO of Warmly, an AI-powered outbound platform that transforms how companies think about lead generation, pipeline development, and the convergence of sales and marketing. Before founding Warmly, Maximus began his career in engineering and product development at Google Maps, and eventually made the leap from big tech to B2B SaaS entrepreneurship. Today, he helps hundreds of companies unify inbound and outbound strategies under one mission: driving warm leads through smarter, signal-based marketing. Connect with Maximus .…

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Ep. 518 | Aligning Marketing & Sales Through Authentic Storytelling 35:09

cách đây 6 weeks trước35:09

35:09

Episode Summary In 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 Takeaways The 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 conversations. Authenticity Wins: Customers connect with brands that tell relatable, real stories rather than generic, polished corporate messaging. The Role of AI in Marketing: AI can assist with content generation, personalization, and campaign testing , making storytelling and brand engagement more scalable. The Power of Personal Brands: The rise of micro-influencers and relatable voices on platforms like TikTok has transformed the way companies approach brand marketing. Quotes "The best brands amplify success—not just their own, but the success of the people they serve." "If you want to align marketing and sales, you have to make marketing an extension of sales, not just a content factory." "People buy from people. Storytelling isn’t about selling—it’s about building relationships and trust." Best Moments 03:00–05:00 – Susan shares her unconventional journey into marketing and business development. 10:00–12:00 – How aligning marketing and sales starts with understanding their shared goals. 15:00–18:00 – Why brands should focus on relatable storytelling instead of polished, corporate messaging. 22:00–24:00 – The impact of AI on content personalization and storytelling. 30:00–32:00 – How emerging micro-influencers are redefining brand authenticity. Resource Recommendations Book: The Long Game – A deep dive into strategic thinking and planning for long-term success. Publication: Fast Company – A go-to resource for thought leadership and marketing innovation. About the Guest Susan Bloomfield serves as Chief Marketing Officer at Stream Realty Partners.After joining Stream Realty Partners in 2019, she has brought a blend of visionary storytelling and advanced marketing strategies to Stream's forefront. Prior to Stream, Susan served as the Vice President of U.S. Marketing & Research for Colliers International, where she played a crucial role as a member of the senior executive team. Her leadership was instrumental in expanding the firm's strategic marketing and research platform, elevating brand visibility, and fostering expansive business growth.Website: StreamRealty.com Connect with Susan .…

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Ep. 517 | The ABM Optimization Playbook: Balancing Strategy & Execution 25:19

cách đây 7 weeks trước25:19

25:19

Episode Summary In 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 Guest Caroline 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 organizations such as Google and Apple at PipelineIQ. Caroline began her career at Kronos (now UKG).Monterrey. Connect with Caroline Key Takeaways - Balancing the ABM Pyramid: A strong ABM strategy requires the right mix of one-to-one, one-to-few, and one-to-many approaches. Over-rotating on either extreme can lead to inefficient resource allocation. - The Power of Discovery: A successful ABM program starts with deep discovery—marketers must listen to sellers, understand account needs, and customize approaches accordingly. - Tech-Enabled Personalization: While ABM technology can help scale efforts, marketers must also define key engagement signals manually to ensure flexibility and relevance. - Justifying ABM Investments: To secure buy-in for one-to-one ABM, marketers should use intent data, pipeline signals, and phased investment approaches to demonstrate ROI. - Content as an ABM Multiplier: AI-driven content repurposing can significantly enhance the impact of ABM efforts, making it easier to tailor messaging to different segments and accounts. Quotes "The best ABM programs are fluid—accounts should move between tiers based on their intent and engagement." Tech Recommendations - Demandbase – For account intelligence and ABM execution. - Sendoso – Direct mail platforms for personalized account engagement. - Pipeline IQ – For account profiling and intelligence. - Boardroom Insiders – Executive profiling tool for ABM personalization. - Folloze – Landing page and campaign personalization tool. Recommended Resource Books: Multipliers by Liz Wiseman – A must-read for leaders aiming to maximize team performance.…

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Ep. 516 | The Rise of Agentic AI in B2B GTM 24:41

cách đây 8 weeks trước24:41

24:41

Episode Summary In 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-driven. From Data Overload to Actionable Insights – AI-driven intent signals analyze vast amounts of GTM data, surfacing key insights and next best actions for sales and marketing teams. AI SDRs Are Failing Without Context – AI agents that lack proper customer data make embarrassing mistakes, like sending irrelevant emails to buyers who already know the product. Agent Base: AI with Context & Accuracy – Demandbase’s Agent Base ensures that AI-driven sales and marketing actions are informed by accurate, unified data, preventing misalignment between teams. AI Must Be Embedded in the Workflow – AI agents should enhance existing workflows rather than requiring users to switch between multiple tools, ensuring smooth execution. Future of AI in B2B – The next wave of AI will focus on deep research capabilities, personalized recommendations, and predictive actions, eliminating guesswork for GTM teams. Quotes: "The most powerful AI agents aren't just about automation – they’re about solving real customer problems and making revenue teams more effective." "Without the right data, AI agents are just noise. The difference between success and failure in AI-driven GTM is data accuracy and context." Best moments: 03:00–05:00: Chad shares his journey to Demandbase and his vision for AI-powered GTM strategies. 08:00–10:00: Why AI adoption is skyrocketing but the execution still lags behind in B2B companies. 12:00–15:00: Breaking down how Agent Base delivers real-time AI-driven insights without adding complexity. 18:00–22:00: The biggest failures of AI SDRs and how data-driven AI agents can solve these issues. 25:00–30:00: The future of AI in sales & marketing – from predictive modeling to agent-driven engagement. Tech recommendations: Perplexity AI – AI-powered deep research for customer insights & content generation. OpenAI / Gemini – AI tools for data processing & workflow automation. Book recommendations: The Inner Game of Tennis by W. Timothy Gallwey – A classic on performance psychology & learning through observation. Podcast recommendations: My First Million – A business podcast that breaks down growth strategies & success stories. Leaders to follow: Gabe Rogol , CEO at Demandbase Umberto Milletti , Chief R&D Officer at Demandbase Kelly Hopping , CMO at Demandbase Marc Benioff , Chair & CEO at Salesforce. Parker Harris , CTO at Salesforce Sign up for Agentbase Meet Chad at the Forrester B2B Summit (March 30) & EMEA Conference in London (April 30). Sign up for Demandbase’s AI Agent Design Partner Program – coming soon! Follow Chad Holdorf on LinkedIn for AI-driven B2B insights. About the guest: Chad Holdorf is VP of Product at Demandbase, leading product to transform how marketers drive pipeline and revenue. With 15+ years in product, including leadership roles at Pendo, Salesforce, and John Deere, he builds high-performing teams, drives bold product strategies, and delivers results. Connect with Chad Holdorf .…

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Ep. 515 | Aligning ABX Strategies with Diverse Tech Environments 27:03

cách đây 8 weeks trước27:03

27:03

Episode Summary In 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 Guest Judit 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 Honours Award in Europe for sales & marketing alignment at TIBCO Software with the introduction of transformative, industry-led value based GTM strategies. She has a strong passion for building and leading global teams with a sweet spot for Demand Generation and Growth Marketing, leading the development and management of integrated marketing strategies and execution to deliver growth and revenue for the business. She has experience in campaign and content management, digital, field, partner, and account-based marketing as well as data and performance-led marketing operations, advocating cross-functional collaboration across Marketing, Sales, Product and Operations with special focus on finding ways to optimise and orchestrate business processes in support of strategic objectives. In her free time, she’s an avid yoga practitioner, as well as a volunteer baker at her local National Trust estate in England. Connect with Judit Szabo Key Takeaways - Holistic Thinking Drives ABX Success – Account-based management isn’t just a marketing function; sales and marketing must work together to grow and penetrate accounts. - Patience Is Essential – ABX is a long-term strategy, not a quick fix. Expect an 18+ month cycle for results, and celebrate small wins along the way. - Data is the Foundation – Strong account intelligence is key to avoiding misalignment and wasted efforts. The right tools and governance ensure that teams are acting on reliable data. - Aligning Sales & Marketing Requires Process, Not Just Intent – Establish shared KPIs, define roles, and create a feedback loop to ensure alignment throughout the account lifecycle. - One-to-One ABX is the Goal, But Requires Strong Foundations – Organizations should first build a solid demand generation engine before scaling to hyper-personalized, one-to-one outreach. - AI Can Help, But It’s Not a Silver Bullet – While AI can assist with personalization, content generation, and automation, it can’t replace the strategic thinking needed to execute ABX effectively. Quotes "The three most important skills for ABX success? A holistic approach, patience, and a data-driven mindset. Without these, execution will fall apart." Recommended Resource Books : ⁠ Coaching for Performance ⁠ by Sir John Whitmore – A leadership guide on empowering teams and driving success through coaching.…

cách đây 29 weeks trước20:23

20:23

Episode Summary In this episode of OnBase, host Chris Moody interviews Aristomenis Capogeannis on the critical role of aligning sales and marketing for successful data and AI transformations. Ari explains that misalignment can increase costs and damage competitive advantage. He emphasizes the importance of a unified "single source of truth" to enhance collaboration and avoid redundant efforts. Ari suggests that innovation often requires a fresh look at existing technologies, not just new tools, and recommends books like Crossing the Chasm and The Four Agreements for personal and professional development. About the guest Aristomenis Capogeannis is the Senior Director of Enterprise Revenue Marketing at Nvidia. With over 20 years of experience, Ari is an expert marketing technologist focused on demand creation and marketing led growth via data-driven strategies. He has successfully led marketing transformations from an operations and organizational standpoint, delivering growth and subsequent marketing attribution to pipeline driving acquisition and funding milestones in the Financial SaaS, Robotic Process Automation, and Networking industries. Connect with Aristomenis Capogeannis Key takeaways - Misalignment between sales and marketing can hinder data and AI transformation, increasing costs and harming competitive advantage. - A unified “single source of truth” is essential for effective collaboration and reducing redundant efforts. - Successful data-driven strategies require actionable insights that resonate across all levels, especially at the executive level. - Innovation often involves leveraging existing technologies more effectively rather than constantly seeking new tools. - Bringing fresh perspectives and talent can provide novel insights and boost organizational growth. Quotes “Misalignment between sales and marketing can turn your brand into the spammy brand nobody wants to talk to.” “Innovation doesn’t always mean buying new technology. It often requires stepping back and rethinking how to better use what you already have.” Recommended Resource Books: - Crossing the Chasm by Geoffrey A. Moore - The Four Agreements by Don Miguel Ruiz ⁠Connect with Aristomenis Capogeannis⁠ ⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Website…

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OnBase: Smashing Sales and Marketing Misalignments « » Ep. 519 | Rethinking Outbound: Why Warmbound Is the Way Forward

Ep. 519 | Rethinking Outbound: Why Warmbound Is the Way Forward

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Ep. 519 | Rethinking Outbound: Why Warmbound Is the Way Forward