How to build signal-based marketing plays

2025 is the year to nail signal-based selling. If you’re sweating about it…don’t. This convo will get your gears turning.In this engaging episode of The Proof Point, host Mark Huber sits down with Tom Wentworth, former CMO of Recorded Future and current CMO at Incident.io, to explore what it takes to build trust and execute bold marketing strategies in the competitive B2B landscape.Tom shares how he launched The Record, a trusted cybersecurity news brand at Recorded Future, by aligning leadership on bold ideas and hiring top talent like NPR’s Dina Temple-Raston.He also breaks down how to sell big ideas to the C-suite, scale media initiatives, and adapt to hands-on marketing in a Series A startup. Plus, Tom highlights tools shaping 2025, including signal-based selling and platforms like Clay and Common Room.What You’ll Get:The blueprint for building a media brand that drives trust and engagementHow to align executive leadership and secure buy-in for bold initiativesThe power of hiring experienced journalists for B2B marketing successLessons learned from scaling marketing teams and operationsThe role of signals and tools like Clay in modern demand generationThings to listen for:(00:00) Mark’s intro and why trust is the cornerstone of B2B marketing in 2025(01:06) Tom’s unforgettable Austin mosh pit story(03:05) The genesis of The Record and building a media empire(05:15) How Tom sold the vision of The Record to Recorded Future’s leadership(07:45) Behind-the-scenes of creating a top-ranked tech podcast(14:03) Why every company isn’t cut out to be a media company(18:42) Transitioning to a Series A startup and the challenges of hands-on marketing(22:09) Tools like Notion, Clay, and Common Room that are shaping Tom’s strategy(27:10) Why automation and great data are critical for scaling go-to-market effortsSubscribe to Mark’s newsletter, Evidently: https://evidently.beehiiv.com/subscribeLearn more about the customer evidence platform trusted by leading B2B brands at userevidence.com.