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Episode Summary In this episode of the OnBase podcast, Chris Moody hosts Jeremy Schwartz, who shares insights on the seismic shift from MQL-based approaches to buying groups in Account-Based Marketing (ABM). Jeremy discusses his extensive background in marketing and the challenges of traditional lead-based systems, emphasizing inefficiencies like low conversion rates and misaligned metrics. He highlights the transformative potential of buying groups, explaining how they enable better targeting and personalized engagement across accounts. Jeremy delves into the importance of leveraging data science, marketing automation, and RevOps collaboration to identify and activate high-value opportunities, while sharing practical examples from his experience at Palo Alto Networks. This engaging conversation offers actionable strategies for aligning sales and marketing teams to drive opportunity creation and improve pipeline outcomes. About the guest Jeremy Schwartz is the Sr. Manager of Global Lead Management & Strat

Episode Summary In this Onbase episode, Justine Davis, Head of Marketing at Postman, shares her journey from hospitality marketing to leading high-performing teams in tech, offering insights on building go-to-market (GTM) strategies. She emphasizes the importance of aligning sales, marketing, and product teams through data-driven decisions, internal collaboration, and empathy for organizational change. Justine discusses adapting to shifts in marketing attribution, such as the decline of third-party cookies and highlights tools like Salesforce, Looker, and SparkToro as essential for staying competitive. She also underscores the value of curiosity, leadership, and strategic planning in navigating future challenges, offering practical advice for scalable success in B2B marketing. About the guest Justine Davis is Head of Marketing at API platform Postman. She previously served as the Head of Marketing for Atlassian’s Agile and DevOps suite of products. With over 9 years of experience working with DevOps teams and

Episode Summary In this episode of OnBase, host Paul Gibson talks with AI growth expert Clemens Deimann about how AI transforms demand generation. Clemens highlights AI’s role in enhancing marketing through predictive analytics, audience segmentation, campaign optimization, and real-time simulations. He also shares strategies for overcoming AI adoption challenges and emphasizes using AI to complement human intuition. This conversation offers practical advice and recommendations for leveraging AI in marketing. About the guest Clemens Deimann is a recognized leader and innovator in Demand Generation, with expertise in integrating AI into marketing strategies. His career journey is marked by a deep commitment to optimizing and scaling Demand Generation processes, which he has sharpened through pivotal roles at leading global companies like Google and LinkedIn. Now at Algomarketing, Clemens is leveraging his extensive experience to drive the future of Demand Generation, ensuring that companies can navigate and th

Episode Summary In this OnBase episode, Chris Moody talks with Tyler Pleiss, Associate Director of Growth Marketing at Movable Ink, about transforming Account-Based Marketing (ABM) from a tactical tool into a strategic go-to-market approach. Tyler shares insights on aligning ABM with enterprise goals, fostering cross-functional collaboration, and leveraging AI for efficiency. He emphasizes the importance of targeted personalization, strategic account prioritization, and focusing on measurable outcomes to drive impactful results. About the guest Tyler Pleiss is a seasoned marketing professional with extensive experience in account-based marketing (ABM) and growth marketing strategies for B2B organizations. Currently serving as Associate Director of Growth Marketing at Movable Ink and a member of the Executive Council at ForgeX, Tyler also consults on marketing strategies at TACK and founded The Pleiss is Right, LLC., a platform dedicated to ABM insights. Previously, Tyler held key roles at Clari, where the foc

Episode Summary In this episode of OnBase, host Chris Moody talks with Scott Clark about transforming B2B sales through a buyer-centric, data-driven approach. Drawing from his 30 years of experience in enterprise sales and marketing, Scott shares insights on aligning sales and marketing, leveraging data for efficiency, and integrating CRM and AI tools to enhance customer engagement. He emphasizes the importance of understanding buyer behavior, fostering collaboration, and adapting to digital transformation to drive growth and competitiveness. This conversation offers actionable advice for anyone navigating the evolving sales landscape. About the guest Scott Clark, Vice President of America Sales at CTG, is a 30-year industry veteran helping clients achieve digital transformation. Mr. Clark earned a bachelor’s degree in Marketing from Butler University, a master’s degree in Management from Harvard University, and is a National Association of Corporate Directors member. Prior to Computer Task Group, Inc. (Nasda

Episode Summary In this episode of OnBase, host Chris Moody sits down with marketing powerhouse Elizabeth Hague to explore the pivotal role of brand building in driving responsible growth and long-term revenue success. Drawing from her 15 years of experience, Elizabeth shares actionable insights on breaking down silos, aligning the brand with demand, and fostering customer obsession to create unified, revenue-driven strategies. From navigating B2B and B2C landscapes to leveraging AI for efficiency, she offers bold perspectives on category leadership, measurable brand success, and overcoming skepticism from boards and CFOs. Tune in to learn how a strong brand foundation can transform your business for 2025 and beyond. About the guest Elizabeth Hague is a seasoned marketing executive with 15 years of experience scaling brands and driving revenue growth. She has shaped a $2.3B valuation brand, scaled two companies to acquisition, and advised over 115 businesses. Recognized as one of Georgia's "Most Remarkable Wo

Episode Summary In this episode of OnBase, host Chris Moody talks with Anh Huynh about the evolving role of AI in cybersecurity, especially in email and collaboration systems. Anh shares his journey from early IT setups to today's advanced AI-based security measures, highlighting the shift from heuristics-based to AI-driven threat detection to combat sophisticated business email compromises (BEC). Anh explains how collaboration, communication, and integrating AI across security infrastructures are crucial in staying ahead of cyber threats. They also discuss the importance of emotional intelligence, balancing hybrid work environments, and tools that enhance security and quality of life, especially for remote work. About the guest Anh Huynh is the Director of Messaging Engineering and Head of Security Services at Applied Materials, where he has led teams in securing critical communication infrastructure for nearly five years. In this role, Anh focuses on cybersecurity measures within messaging and collaboration

Episode Summary In this Special episode celebrating the release of our 500th episode, OnBase welcomes Demandbase CEO Gabe Rogol to discuss the company’s recent rebrand and the future of account-based GTM strategies. Gabe shares the vision behind the transformation, emphasizing Demandbase’s commitment to solving modern B2B challenges through enhanced integration, transparency, and AI-driven automation. He explains how these changes aim to better align marketing and sales efforts for long-term account success. Gabe also dives into the next phase of account-based strategies, highlighting new insights, data strategies, and automation that will drive alignment and efficiency across teams, shaping Demandbase’s path forward. About the guest As the Chief Executive Officer of Demandbase, I'm responsible for fulfilling the company's mission of transforming how B2B companies go-to-market. Since joining Demandbase in 2012, I've been committed to setting the product and corporate strategy for the company. Throughout my tw

Episode Summary In this episode of OnBase, Kyle Lacy discusses strategies for achieving cross-functional alignment between sales, marketing, and other teams. He identifies the main B2B marketing challenge as aligning these groups around common metrics and goals, emphasizing the need for documented processes and a shared revenue model. Kyle stresses the importance of marketing demonstrating its contribution to sales outcomes, not just brand-building. He also shares insights on leveraging AI tools while cautioning against replacing human sales roles. Overall, Kyle provides practical advice for B2B marketers seeking to improve cross-functional alignment and drive business growth. About the guest Kyle has spent the last 17 years building, scaling, failing, and winning in high-growth software. He’s currently serving the Jellyfish team as their CMO, and before joining the Jellyfish “bloom,” he had the pleasure of building a company called Lessonly. He has also been fortunate to lead teams at Seismic, OpenView, Sale

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 attributi

Episode Summary In this episode, Jayashree Rajan shares her unique journey from electrical engineering to becoming a seasoned marketing leader, emphasizing the importance of aligning marketing and sales strategies through trust, empathy, and shared goals. She discusses best practices for balancing inbound and outbound approaches, determining the right marketing mix based on organizational maturity, and prioritizing accounts and leads in an account-based strategy. Jayashree also highlights common challenges in marketing automation, such as data silos, and the need for vendor support and empathy. Throughout the conversation, she shares insights and recommendations that underscore the value of empathy, continuous improvement, and a customer-centric mindset in driving marketing and sales success. About the guest Jayashree Rajan is a seasoned marketing and product management professional with over 20 years of experience in both B2B and B2C sectors. With a background in programming languages and enterprise software

Episode SummaryIn this episode, Julie Liu, the Senior Vice President of Strategic Initiatives and Marketing at AvePoint, shares her unique journey into the world of B2B marketing. Despite not having a traditional marketing background, Julie has built a successful career by embracing a "T-shaped" approach - being a strong generalist with deep expertise in specific areas. She discusses AvePoint's consistent go-to-market strategy, which is centered around a buyer journey framework spanning five stages from "horizon scanners" to "clients." Julie emphasizes the importance of aligning the entire organization around this framework and associating each stage with specific metrics. She also highlights the value of investing in the next generation of marketers, focusing on cultivating curious, risk-taking individuals who can bring diverse perspectives. Looking ahead, Julie predicts a shift towards targeting end-users rather than just economic buyers, underscoring the need for adaptable

Episode SummaryIn this episode, Avishai Sharon, Co-founder and CEO of Trend Demon, discusses the evolving landscape of B2B marketing and the rise of account-based strategies as a solution to the challenges posed by traditional demand generation tactics. He shares data-driven insights on the changing buyer journey, highlighting decreases in buying group size and website engagement, but increases in conversion rates and marketing investment. Avishai emphasizes the critical role of storytelling and audience captivation in supporting the buyer's process, rather than solely focusing on lead capture. He provides recommendations for better alignment between marketing and sales teams around target accounts and the use of listening technologies and AI to optimize account-based efforts. Avishai predicts that ABM's future evolution will center on understanding anonymous buying groups and orchestrating seamless journeys across multiple channels. About the guest Avishai Sharon, Co-founder and CEO of Trendemon, is

Episode SummaryIn this episode, Christopher Mael discusses how he has made alignment meetings the most enjoyable part of the month. Christopher explains how he created a unified, goal-oriented environment by bringing diverse perspectives together and facilitating honest conversations to address gaps and align perceptions. He emphasizes the importance of understanding leadership's priorities and building consensus, even when different metrics and priorities exist across functions. About the guest Christopher Mael has been the Director of Sales and Operations Planning for Precor subsidiary Peloton and the fitness space for the last five years. Previously he worked for Loud Technologies, a global leader in performance professional audio equipment for over 12 years. Connect with Christopher Mael Key takeaways- Make alignment meetings the most enjoyable part of the month by facilitating difficult conversations and bringing diverse perspectives together - Build consensus and align perceptions by creating space

Episode SummaryIn this episode Bill Kenney shares his journey from an art school student to a business owner, and how he co-founded Focus Lab with a business partner. The discussion covers common reasons why companies need to rebrand, such as company maturity, M&A activity, and addressing trademark issues. Bill offers tips for successful branding projects, including setting expectations, keeping the core team small, and trusting the process even when faced with criticism. He emphasizes maintaining a company's core values and culture while adapting to changing market needs. The episode also explores potential pitfalls in B2B branding, such as over-relying on competitors and seeking too many subjective opinions. About the guest Bill Kenney is the Co-founder, Partner, and CEO of Focus Lab and Odi, two global B2B branding agencies. Past clients include Marketo, Salesloft, Zuora, Braze, Outreach, LaunchDarkly, Twilio, Adobe, ASAPP, Luminate, Netflix, Shopify, and many others. Bill is also the author of the

Episode SummaryIn this episode, Peter discusses the problems with the traditional "marketing qualified lead" (MQL) metric, arguing that it doesn't accurately reflect the relationship between marketing and sales, and suggests focusing on "marketing qualified accounts" (MQAs) instead. Bregman emphasizes the importance of aligning marketing, sales, service, and product teams around a shared go-to-market strategy and customer-centric approach. He also provides recommendations for using AI in marketing to empower sales teams, as well as books, podcasts, and industry experts that listeners should check out. About the guest Peter Bregman is a seasoned professional with over 15 years of experience propelling organizational growth across diverse sectors. Peter has expertly navigated complex business landscapes, assisting various companies, from startups to Fortune 150s, in both B2B and B2C markets. His approach emphasizes collaboration and building strong alliances across Marketing, Sales, Prod

Episode SummaryIn this episode, Mana guides on implementing ethical and unbiased practices when using AI in marketing. She emphasizes the importance of ensuring data diversity, regular model audits, and transparency around how AI makes decisions to avoid bias. Mana suggests marketers ask fundamental questions about AI models, such as how they avoid overfitting, to validate outputs and understand the reasoning behind recommendations, especially for high-stakes decisions. Overall, the discussion highlights the potential for AI to create new opportunities in marketing by enabling more data-driven, scientific practices, and recommends that marketers learn about machine learning concepts to become more proficient in this area. About the guest Mana Ionescu is a digital marketing leader and Head of Digital Marketing at Axos Bank in San Diego. A former agency founder, Mana loves to demystify complex marketing concepts and debunk digital marketing myths. She teaches at the Kellogg Professional Certificate in Digital M

Episode Summary In this episode of OnBase, Victoria Sakal explores effective go-to-market strategies and the delicate balance between data-driven insights and intuition in marketing. She discusses common challenges companies face, such as organizational disconnects and the struggle to be proactive in rapidly changing markets. Victoria emphasizes the importance of understanding customer needs, monitoring trends, and using an innovation pipeline framework to guide strategy development. She advocates for quality over quantity in marketing efforts, recommending targeted campaigns for specific audiences rather than broad, unfocused approaches. Sakal underscores the value of curiosity and asking better questions to drive growth and innovation in marketing and product development. About the guest With a passion for turning complex inputs on customers, market dynamics, and competitors into smart strategies that drive growth, Victoria has spent the last decade helping companies ask better questions to get better data,

Episode SummaryThis episode features Sylvain Awad discussing strategies to optimize demand generation for sales success. Sylvain emphasizes simplifying messaging, aligning marketing and sales goals, and prioritizing lead quality over quantity. He advises repurposing content across verticals for common pain points, validating leads before passing to sales, and generating quality leads through website optimization. Sylvain also touches on implementing account-based marketing tactics and leveraging storytelling in B2B marketing. Throughout the discussion, he stresses the importance of ongoing communication between marketing and sales teams to refine strategies and messaging, providing actionable insights for B2B marketers to improve their demand generation efforts. About the guest Sylvain Awad is an accomplished and dynamic B2B/B2C marketer with extensive leadership experience and a proven track record of orchestrating and optimizing high-impact/global marketing strategies to drive organizational success. Connec

Episode SummaryIn this episode, Joshua Hoffman discusses strategies to align sales and marketing teams for better business outcomes. He emphasizes focusing on partnership and shared metrics, using data throughout the sales process, involving marketing in forecasting and pipeline discussions, and creating a culture of cross-team collaboration. Hoffman also highlights the importance of leveraging customer success teams for stronger partnerships. About the guest Josh is currently a partner at CH Consulting after spending the last three decades in global leadership roles at Dell, Avaya, Palo Alto Networks, Datto, and Netrix Global. CH Consulting is a team of experts with relevant expertise in Sales, Marketing, Transformation, Strategy, Growth, Operational Excellence, Legal, and more. Connect with Joshua Hoffman Key takeaways- Focus on the partnership between sales and marketing, not finger-pointing- Establish shared metrics and common language across teams- Use data and analytics throughout the entire sales proce