Back on T-R-A-C-K

Most SaaS executives assume that driving hyper-growth in a private equity ecosystem requires treating your team like line items on a spreadsheet. They believe metrics and empathy can't coexist.They are completely wrong.In this episode of Back On T-R-A-C-K, I sit down with Christopher Collier, Vice President of Marketing at EHS Insight, to unpack how he scaled ARR from $60M to $125M and boosted organic traffic by 500% through a radical servant-leadership framework.We dive into:• The M&A Playbook: Auditing and unifying digital marketing engines for newly acquired companies under PE timelines.• From Paperwork to Culture: Shifting the positioning of compliance software from a mandatory chore into a predictive risk asset.• Leading by Lifting: Why putting empathy and team empowerment at the center of your GTM strategy yields premium pipeline velocity.Stop treating your marketing team like an execution machine. It’s time to build an infrastructure that lifts your people and your profits simultaneously.

Most elite consultants and B2B fractionals don't have a lead generation problem. They have an offer-market fit problem.They remain trapped on a stressful pipeline roller coaster—delivering brilliant results for a client one month, only to realize their pipeline has gone completely quiet the moment they stop actively grinding for the next deal.In this episode of Back on T-R-A-C-K, I sit down with Garrett Jestice, Founder of 10x Solo and former B2B SaaS CMO, to break down how to stop running a frantic, bespoke hustle and start building a highly repeatable revenue engine.We dive into:• Translating B2B SaaS product-market fit frameworks straight into high-ticket services.• The "Offer-Market Fit" framework: Selling the exact same outcome to the same buyer on repeat.• Designing a high-converting, low-friction "intro offer" to open corporate doors seamlessly.• How standardizing your delivery model instantly protects your calendar and scales your profit margins.Stop reinventing your services for every single client proposal. It’s time to win your best clients on purpose.

Many corporate boards operate under the belief that the only way to hit ambitious pipeline goals is to push marketing teams to the point of burnout. High turnover is seen as an unavoidable cost of scaling a B2B company.That belief is completely misplaced.In this episode of Back on T-R-A-C-K, I talk with Jane Serra, Global Head of Marketing at memoryBlue, about how she delivered 40–70% year-over-year revenue growth and navigated three corporate acquisitions in just 12 months—while keeping an incredible 100% of her team on board.We dive into:• The operational reality of successfully pivoting a GTM engine from SLG to PLG.• Moving upstream from transactional SMB sales to land high-value enterprise accounts.• The "Slinky Detangler" approach: How to strip the vanity metrics out of your marketing strategy and lead your people with absolute heart and clarity.  You do not have to sacrifice your workplace culture to hit your quarterly revenue targets. It's time to learn how to scale your pipeline and your people simultaneously.  

Most growth-stage companies don’t have a marketing team problem. They have a pipeline clarity problem.  They confuse motion with progress—pouring thousands into outdated lead-gen metrics while real buyers quietly educate themselves in private Slack communities, dark social circles, and AI-driven search.In this episode of Back on T-R-A-C-K, I’m joined by Scott Wasserman, Fractional CMO and founder of Wasserman Revenue Advisors, to unpack how to realign your GTM strategy with how modern buyers actually research, evaluate, and make decisions today. We dive into:Moving away from failing MQL models toward precision, signal-based demand generation.Generative Engine Optimization (GEO)—how to ensure your brand shows up when buyers ask ChatGPT or Perplexity for solutions.The operational reality of scaling from activity tracking to true revenue accountability.  Stop filling up dashboards with vanity metrics. It’s time to build a pipeline that actually converts.  

Megan Ratcliff joins Back on T-R-A-C-K to discuss why most AI initiatives struggle to deliver meaningful business results. From disconnected workflows and tool overload to change fatigue and misalignment, she explains what organizations need to build true AI fluency across their GTM teams.We explore how curiosity-driven teams outperform tech-driven teams, what ethical AI adoption looks like in practice, and how to create systems that improve efficiency, accelerate the pipeline, and support long-term growth.If you're looking to move beyond AI experimentation and create real business impact, this episode is for you.

Most marketing teaches businesses how to get attention. Very few teach them how to earn trust.If you are posting daily, sending emails, and buying every shiny new MarTech tool, but still feel like you’re shouting into a void—you are trapped on the demand gen hamster wheel.In this episode of Back on T-R-A-C-K, I sit down with Moni Oloyede, Founder of MO MarTech and former Director of Marketing Infrastructure. Moni is an elite marketing educator who helps businesses scale sustainably through the ultimate, timeless channel: Word of Mouth.We pull back the curtain on:• Why buying more tech won't fix a broken, confusing message.• The anatomy of word-of-mouth: How to make your brand inherently talkable.• Mapping your copy to the real emotional desires of your audience.• How to "lead from behind" and influence strategy when you aren't the boss.Stop chasing viral tricks. It’s time to build a brand that people actually want to share.

Google just changed the rules of search — and most brands aren’t ready for what comes next.In this episode of Back on T-R-A-C-K, Kerry Guard and Evan Patterson unpack the massive shift happening across AI search, SEO, content strategy, and brand visibility. From Google’s new AI-first search experience to the rise of AI-generated recommendations, they explore why traditional “blue link” SEO is disappearing — and what brands must do now to stay visible.This conversation dives into: • Why “good content” alone is no longer enough • The rise of Search Visibility Optimization (SVO) • How AI is changing discovery, trust, and buyer behavior • Why positioning and consistent messaging matter more than ever • The growing importance of Reddit, communities, PR, and customer advocacy • Why AI should improve quality — not just increase outputIf your brand relies on search traffic, content marketing, or demand generation, this episode is a wake-up call for the AI era. 

Pipeline isn’t just a number — it’s a perception problem.In this episode of Back on T-R-A-C-K, Kris Anderson breaks down why sales and marketing teams often struggle to align around the pipeline, even when everyone is chasing the same revenue goals.We explore the shift from volume-based lead generation to quality-driven engagement, why attribution alone can’t explain pipeline impact, and how brand, demand, sales, and customer teams all contribute to growth in ways that traditional reporting often misses.Kris also shares practical insight on: • Defining pipeline in a way the entire GTM team understands • Why “more leads” doesn’t always mean better outcomes • How OKRs can unify sales and marketing teams • The importance of quality engagement over vanity metrics • Why brand awareness matters long before buyers enter the marketIf your teams feel disconnected, your pipeline feels unclear, or your marketing efforts aren’t translating into trust internally, this conversation will change how you think about growth.

Most growth strategies are boring. Theresa Potratz’s strategy is "unhinged"—and it works.From managing $2M budgets in AI robotics to hosting a top 10% global podcast about weird history, Theresa knows that data without storytelling is just noise.In this episode of Back on T-R-A-C-K, we dive into: How to double email open rates using hyper-personalization (the Clay playbook). Moving from "Founder-led" to "System-led" lead generation. Why "marketing your marketing" is the secret to sales alignment. •What Napoleon’s battle with bunnies can teach us about market risk.If you want to scale your brand with a mix of data-driven precision and "weird" curiosity, this conversation is for you.

Most leaders are great at what they do, but terrible at telling the world about it.They have the expertise, but they lack the Authority Asset.In this episode of Back on T-R-A-C-K, Scott Turman, CEO of BrightRay Publishing and former NASA technologist, discusses how to scale your brand with precision.We dive into: • Why a book is the ultimate "filter" for high-value clients. • How to build authority without spending 2,000 hours typing. • The "NASA approach" to personal branding. • Why "Conversations That Convert" is better than "Content for the sake of Content."If you’re tired of being your industry's best-kept secret, this conversation is your roadmap to the spotlight.

Most early-stage marketing doesn’t fail because of effort.It fails because complexity isn’t translated into clarity.In this episode of Back on T-R-A-C-K, I’m joined by Aerin Paulo, a marketing strategist and leader who specializes in building marketing functions from the ground up for early-stage companies.Aerin has been a team of one, built small but mighty teams, and knows exactly how to turn complex topics into clear, usable messaging that actually drives growth.We dive into:• Building a marketing function from scratch• Turning complex products into simple, compelling messaging• Scaling with small teams and limited resources• Creating sustainable systems without overcomplicatingIf you’re building marketing from zero—or trying to make sense of the chaos—you’ll want to tune in.

Being "technically right" doesn't mean you'll win the market.In the world of enterprise tech and security, the bridge between a great product and a market leader is built by Analyst Relations.In this episode of Back on T-R-A-C-K, I’m joined by Kelly O'Dwyer-Manuel, Head of Global Industry Analyst Relations at NXP Semiconductors. Kelly is a "mega tech nerd" who knows exactly how to turn analyst insights into a competitive edge.We discuss: • Why AR is a strategic function, not just a PR checkbox. • How to influence the influencers (Gartner, Forrester, and beyond). • Building credible messaging in a "buzzword-heavy" security market. • How early-stage companies can play the "long game" of authority.If you want to know why some companies "own" the conversation while others are left out of the reports, this is a must-listen.

Most B2B marketing doesn’t fail because of tactics — it fails because of targeting.In this episode, Yehuda Cagen breaks down why a strong Ideal Customer Profile (ICP) is the foundation of effective marketing. We explore how to identify the right accounts, find internal champions, navigate complex buying committees, and build messaging that actually resonates with skeptical cybersecurity and tech buyers.If you’re looking to sharpen your targeting, improve conversion, and stop wasting time on the wrong prospects, this conversation is for you.

They view it as a "sunk cost" or a series of buttons to push, rather than a long-term investment.In this episode of Back on T-R-A-C-K, Lee Moscowitz, growth marketing expert and host of the Sassiest podcast, discusses why marketing needs its seat back at the table.Lee explains that when marketing is treated as a transactional commodity, the brand-building stops—and eventually, the pipeline dries up.We explore:Growth vs. Demand: Why the difference is more than just semantics.The "Sandwich" Framework: How to layer brand, demand, and customer success.Avoiding Over-Architecture: Why marketers need to stop overcomplicating their tech stacks.The "Renewing" Rule: Why you don’t actually have a customer until they renew.If you feel like your marketing team has become "task-takers" instead of "growth-drivers," this conversation is a must-listen.

AI is changing the agency world fast — but not always for the better.In this episode, Kerry Guard joins the conversation to unpack what AI is really doing to agencies, search, and marketing strategy. She shares why some teams are becoming too dependent on AI, where expert judgment still matters most, and how agencies can use AI to go deeper and faster without sacrificing quality.The discussion also explores the future of SEO, the rise of search visibility across platforms, why average AI output won’t be enough to stand out, and what brands need to do now to stay credible and discoverable.If you work in agencies, B2B marketing, or search, this episode offers a practical look at what’s changing — and what still matters.

In this episode of Back on T-R-A-C-K, Aaron Smillie talks about how motion, 3D, and brand strategy can drive real growth—without heavy campaigns that waste budget.In this conversation, we’ll explore:• When animation and motion are actually worth the investment• How to build brand “worlds” through 3D storytelling• Aligning creative with SEO and paid media instead of competing with them• Why every brand needs a strong validation layer so ads support organic visibilityIf you’re thinking about how creative and performance marketing should work together, this episode will give you practical insights you can use this quarter.

Most businesses don’t stall because they run out of ideas.They stall because clarity slips.In this episode of Back On T-R-A-C-K, Charlie Sells, founder of Clarity Over Everything, talks about the hidden cost of messy marketing.Charlie helps leaders untangle complexity so teams can move faster and communicate with confidence.We explore:• Why messaging becomes muddy over time• How too many priorities stall momentum• The “hidden taxes” that quietly drain teams• Why clarity beats cleverness every timeIf your marketing feels scattered or your team keeps asking “wait… what are we doing again?” — this conversation is worth a listen.

In this episode of Back on T-R-A-C-K, we sit down with Marlena Sarunac, Fractional CMO and Founder of The Company Advice, to explore how startups market complex products in emerging categories.Marlena has led marketing from Series A to Series B in health tech, building analytics-first go-to-market systems while helping companies articulate value in markets where there is no shared language yet.We discuss:• How to simplify complex value propositions• Marketing KPIs that signal investor readiness• Why storytelling builds credibility in emerging markets• The system's early-stage startups need to scaleIf you're building in health tech, AI, insurtech, or any new category, this conversation will sharpen how you think about positioning and growth.

In this episode of Back On T-R-A-C-K, we’re joined by Jenna Nelson, Founder of HerAIgency, to talk about AI, automation, and what it really takes to scale without burning out.Jenna works with female founders who are ready to grow — without sacrificing their time, creativity, or sanity.We’ll explore:• Where founders waste the most time (and how AI fixes it)• How to build a CustomGPT that protects your brand voice• Automation that enhances creativity instead of replacing it• Scaling sustainably in the AI eraIf you’re curious about AI but don’t want hype — you want practical strategy — this conversation is for you.

On this episode of Back on T-R-A-C-K, we’re diving into social media algorithms. The blessing and the curse of modern marketing. When it works, you reach exactly the right audience.When it doesn’t, you’re left wondering what “doing it right” even means. Because it’s not just about posting. It’s about aligning the channel, audience, timing, and—most importantly—the message. Zachary Walker and Kerry talk about breaking down how to navigate the algorithms and how AI can help you show up in front of the people who matter most.

If growth requires more from you every year, something’s off.In this episode of Back on T-R-A-C-K, Robyn Goldenberg, President of Strategy Leaders, shares how she helps owner-led and mid-sized businesses scale without burning out their leaders or teams.Robyn brings a rare lens at the intersection of:• Strategic growth planning• Leadership development• Operational capacity• Sustainable performanceThis conversation reframes growth as a systems and capacity challenge — not an effort problem.A must-listen for leaders who want profitability and longevity.

Everyone says their product is “AI-powered.”But… is it really?On this episode of Back on T-R-A-C-K,  Michele Nieberding, Director of Product Marketing, AI at Treasure Data, breaks down what’s real versus what’s hype.This is a fun way to get into a serious conversation about:• AI trust and transparency• Product marketing in the age of hype• How buyers actually evaluate “AI” claimsThis episode is powered by MKG.  We handle the details so you can capture the market. 

In this episode of Back On T-R-A-C-K, Laura McAliley, Founder & Fractional CMO at Pebble Marketing, breaks down how she helps pre-seed to Series A companies build GTM clarity that supports both growth and fundraising.The conversation covers:• Positioning and messaging that reflect real buyer behavior• Marketing systems built for small teams and limited runways• Founder-to-market translation• GTM readiness before Series AA must-listen for founders and early GTM leaders navigating the messy middle.

Scaling marketing isn’t about doing more.It’s about doing the right things at the right time.In this episode of Back on T-R-A-C-K, Kathie Johnson — Founder & CMO of Accel Growth Partners — shares how she helps B2B SaaS and AI companies build GTM engines that scale with clarity and discipline.Kathie brings deep experience from Salesforce, Talkdesk, Sitecore, and Dassault Systèmes, and now applies that judgment as a fractional and interim CMO.This episode covers:• GTM strategy before execution• Verticalization and upmarket growth• Fractional leadership that delivers impact fast• AI as a strategic lever, not a shiny objectA must-listen for founders and GTM leaders scaling into their next chapter.This episode is powered by MKG.  We handle the details so you can capture the market. 

Content doesn’t fail.Misalignment does.In this Back on T-R-A-C-K episode, Jess Vigorito shares how she builds content-led GTM strategies that drive real business impact through sales alignment, community, and clear positioning.Jess brings hands-on experience across SaaS, CX, AI, and media, delivering:• 2–3× MoM membership growth• 60% revenue increases• Meaningful pipeline from partnerships and community• Content that sales teams actually useThis episode is powered by MKG.  We handle the details so you can capture the market. 

Is your marketing actually driving revenue, or just making noise?We’re getting "Back on T-R-A-C-K" with Quincy Johnson, a Marketing Ops expert who helps startups and small businesses turn chaotic data into compound growth.In this sprint session, we’re ditching the fluff. We are diving straight into what actually worked in 2025 and what you need to build to survive 2026. Quincy will break down the critical journey from that first Cold Email to the Nurture sequence, all the way to a loyal Newsletter following.We’ll cover:The 2025/2026 Shift: What to keep and what to kill.The Ops Engine: Why startups need Ops before they think they do.The Email Ecosystem: How to fix your leaky funnel.The "Fix-It" List: Top mistakes Ops leaders spot on Day 1.30 Minutes. Zero fluff. Let’s get your marketing back on track.This episode is powered by MKG.  We handle the details so you can capture the market. 

In this week’s Back On T-R-A-C-K episode, we speak with JD Miller, Go-To-Market Consultant and best-selling author of “The CRO’s Guide to Winning in Private Equity”. He’s spent decades rebuilding revenue engines inside PE-backed and high-growth SaaS companies.JD will break down:How to build a unified “SMarketing” cultureWhat PE-backed companies get right (and wrong) about GTMHow to lead sales, marketing, and customer teams under one value-creation planThe operational shifts that improve speed, clarity, and pipelineIf you’re building a revenue system that needs to scale inside pressure and complexity, this episode will give you a roadmap.

Modern marketing teams don’t need more headcount. They need better systems.In this Back on T-R-A-C-K episode, Executive Marketing Leader Scott Wasserman shares how he builds lean, high-impact growth engines for SaaS companies — from $5K ARR deals to $3M enterprise contracts.Scott breaks down:How he increased LinkedIn reach by 400% with employee advocacyWhy targeted mini-webinars yielded a 48% show rateHow dark social and intent signals boosted demand gen KPIs by 35%What smart AI integration looks like inside marketing workflowsIf your team is trying to scale sustainably, this episode is worth forwarding to your leadership team.This episode is powered by MKG.  We manage the details, so you may capture the market. 

Your marketing workflow takes 4 weeks to approve a campaign?Alyssa Maker cut hers to 3 days. How? AI-powered systems, aligned teams, and a mindset built on measurable impact.In this episode of Back on T-R-A-C-K, we unpack: Why “AI visibility” and “agentic workspaces” are the future of B2B. How to make data, creativity, and innovation work together. What global demand gen looks like when it actually works.If you’re ready to move from slow approvals to real pipeline, this is your playbook.

In 2025, your founder’s voice is your best distribution channel.Evan Patterson joins Back on T-R-A-C-K to share how he helps B2B SaaS leaders: Build social-led content engines that actually scale. Show up in AI search results. Turn personal brands into predictable pipeline. It’s a conversation about growth, visibility, and keeping marketing human, even in an AI-driven world. Click here to view the episode transcript.

Customer Success is changing fast: automation, dashboards, AI… but Ruth Wisniewski believes the real differentiator is clarity with empathy.As Senior Director of Customer Success at Vehlo, Ruth has led her team through major change—building systems that scale and relationships that last.Today on Back on T-R-A-C-K, we talk about: Coaching with compassion while holding accountability Defining success beyond retention and NPS Aligning Product, Sales, and CS so customers actually feel the differenceThis episode is a must-listen for leaders growing teams through transformation.Click here to view the episode transcript.

Hiring is broken. Leaders know it. Recruiters feel it. Candidates live it. So what’s next?In this conversation, we sat down with recruiting leader Desiree Goldey to dive into the current job market struggles that thousands of candidates are facing. We spoke of best practices when it comes to personal branding, building connections, and being kind to yourself during burnout phases. This episode is powered by MKG.  We manage the details, so you may capture the market. Click here to view the episode transcript.

How do you scale eight brands at once without burning out?On the very first episode of Back on T-R-A-C-K (formerly Tea Time with Tech Marketing Leaders), Kerry Guard sat down with Jonathan Tasman to talk about building repeatable systems that turn content into pipeline—across LinkedIn, podcasts, and YouTube. This episode is powered by MKG.  We manage the details, so you may capture the market. 

Rebekah Bradford knows how to perform when the plan shifts and the pressure spikes. In this conversation, Rebekah joins Kerry Guard to share the mindset that took her to the 2010 Winter Olympics and now powers global GTM work in the energy software space.On this episode, we dig into customer-led innovation that actually ships, running hackathons that influence the roadmap, and using AI to speed content without losing the human voice. She walks through how her team builds a single source of truth for positioning, tests messaging with existing customers first, and keeps macro vision and micro sprints in sync.This episode is powered by MKG.  We manage the details, so you may capture the market. Click here to view the episode transcript.

What does it take to launch a cybersecurity startup from stealth, cut through market noise, and bring security and engineering into true alignment? Valerie Zargarpur, VP of Marketing at Hopper Security, joins Kerry Guard to share how she’s helping redefine open-source risk management with clarity, humility, and bold storytelling.In this conversation, Valerie opens up about the balancing act of building brand momentum in stealth, why Hopper took an organic-first approach over traditional demand gen, and how her team turns highly technical research into messaging anyone can understand. She also highlights the culture that keeps Hopper’s engineers energized, the power of experiential marketing, and the role AI now plays in scaling content and marketing at speed.If you are curious about aligning product, engineering, and security in a way that actually accelerates growth and how to stand out in a crowded cybersecurity market, this episode is for you.This episode is powered by MKG.  We manage the details, so you may capture the market. Click here to view the episode transcript.

Unpack honesty, transparent growth, and lessons learned while being human. Kerry Guard, our CEO and co-founder at MKG takes the guest seat in a safe space for transparent sharing about her leadership, dreams, and vision for MKG.We're diving into what makes our digital agency tick, from cybersecurity to B2B growth. Kerry's got some real insights on building a people-first culture and mastering SEO and digital ads. Whether you're a founder, a marketer, or just curious about the digital scene, there's plenty of practical advice here. It's a conversation worth tuning into.This episode is powered by MKG.  We manage the details, so you may capture the market. (00:00) - Introduction Meet Kerry Guard and learn about MKG. (05:30) - People-First Culture Fostering a supportive work environment. (12:00) - Digital Marketing Mastery SEO, advertising, and analytics insights. (20:45) - Overcoming Challenges Personal and professional hurdles. (30:15) - Future Trends Predictions for digital marketing. (38:00) - Closing Thoughts Key lessons and advice. Click here to view the episode transcript.

What happens when a front-end dev falls in love with SEO? Nathan Stenberg shares his journey from coding to building MKG’s repeatable growth engine.While HR's on PTO, Nathan spills some secrets about how MKG’s people-first culture and packaged, scalable service model help deliver consistent results for high-growth cybersecurity, SaaS, and B2B clients. He didn't sign an NDA, right? No? We good!  We dig into the way he leads cross-channel strategy across SEO, paid media, analytics, and ABM, and how MKG’s systems turn individual expertise into repeatable wins.  Makin' it rain, all day long, babeeee! But, wait! There's more. Nathan shares how AI's speeding up data analysis and reporting, and how the team balances technical precision with the human side of client partnerships.While you're jonesin' for next week's episode, we've got 3 more excellent episodes pair just as well to this episode as your favorite Merlot: Metrics to Meaning:  featuring Arpine Babloyan on building revenue-driven marketing. Big Up, Threat Connect!Tactic to Pipeline: focused on connecting marketing tactics directly to pipeline impact.Mike Barano -  GTM New Playbook for Visibility: includes some AI discussion, too.Whoop, there it is!  We are MKG Marketing. While you capture the market, we're doin' our thang managing the details. Let's be digital friends? Say hi? Maybe a little high five, or a wink from across the room? https://www.mkgmarketinginc.com(00:00) - Welcome and Nathan’s Introduction (03:59) - AI’s Role in Faster Reporting (06:42) - Lessons from Client Challenges (10:48) - Streamlining MKG’s SEO Services (15:21) - Guiding Strategy Through Audits (18:02) - Projects with Long-Term Impact (22:23) - Connecting Brand and Content Strategy (29:28) - MKG’s AI-Powered SEO Approach (34:08) - Creating Holistic Content Strategies (37:08) - Balancing AI and Human Quality (40:13) - Gaming Principles in Marketing (46:05) - MKG’s Manage the Details Promise

 Ken Marshall, Chief Growth Officer & Managing Partner at Revenue Zen, reveals how he’s using AI not as a replacement for human strategy, but as an accelerator for it. From building his own custom GPT “Kenbot” to automating complex workflows with Cursor, n8n, and brand visibility monitoring software, Ken shares how to leverage AI for meaningful, measurable B2B growth without losing your brand’s human edge.We dive into:Why being data-informed beats being data-drivenHow generative engine optimization (GEO) can put you in front of AI-powered searchersPractical ways to start small with AI tools to solve real problems, one use case at a timeThe tech stack Ken uses to turn big ideas into shipped solutionsConnect with Ken on LinkedIn: https://www.linkedin.com/in/kenmagma/ Learn more about his work at Revenue Zen.This podcast is brought to you by MKG Marketing. We manage the details. You capture the market.(00:00) - Introduction to Ken Marshall, CGO at RevenueZen (02:51) - The Importance of Experimentation in Marketing (05:50) - Morning Routines and Personal Insights (08:45) - Vulnerability in Leadership (11:28) - Generative Engine Optimization Explained (14:29) - Data-Informed vs. Data-Driven Strategies (17:29) - The Role of Founder Branding in Inbound Leads (20:31) - Engagement Metrics and Human Elements in Marketing (23:29) - Balancing Structure and Creativity in Content (26:23) - AI Tools for Marketing Efficiency (29:19) - Startup Content Strategy and Overcoming FOMO (32:18) - KPIs vs. Business Metrics in Marketing (35:34) - Lessons from Personal Peaks and Valleys (38:12) - Finding Joy and Balance in Life Click here to view the episode transcript.

From debits to dinner parties, Stephen Hedlund proves you can scale finance, keep your sanity, and still crack LinkedIn jokes that drive pipeline.Finance doesn’t have to be dry (and neither does this conversation with Stephen Hedlund, Head of Finance at Rillet, the AI-native ERP built to close the books in hours, not weeks. Stephen spills the secret sauce, if you will, on scaling a Series-A startup’s finance stack, the “zero-day close,” and why memes belong in month-end slides. If you’re a numbers nerd, or just trying to make financial reporting less painful, grab your mug and be ready to learn what it takes to lead and grow a company when the playbook doesn't even exist yet. Ready to make finance fun? Smash play and let Stephen’s curiosity-first leadership style inspire your next close. Elijah referenced an episode from the archives where a marketer specializing in scrappy startups earned a better-than-expected ROI after hosting a go-kart event for prospects. Krissy Camacho on turning a $5K test into a 10× lead surge. Learn how B2C scrappiness fuels B2B growth.Keep the kettle boiling! Your ears may also enjoy learning from Mike and Margie next:- Mike Moreno’s “Marketing with Machines” playbook. Discover generative engine optimization (GEO) and AI-ready messaging. - Margie Agin on messaging sales teams actually use. Align brand stories before you launch a single campaign. Elijah steps in for Kerry while she enjoys a month off with her family for some summer R&R, Tea Time episode is powered by MKG Marketing.  We're your fractional marketing team that manages the details, so you capture the market.Check out why Rillet will crush Netsuite in less than a decade: https://rillet.com Hang with Stephen Hedlund on LinkedIn and have a meme-tastic time.(00:00) - Finance guy hates how marketing wins (03:00) - Fast definition: closing the books + Rillet's superpower (06:00) - Zero-day close is now a reality (10:00) - 150K-impression LinkedIn lightning strike (13:00) - Birth of the in-house evangelist (17:00) - Dinners deliver ROI and relationships (21:00) - In-person events power pipeline (24:00) - Startup stress and constant fires (28:00) - Fatherhood reshapes work priorities (31:00) - Memes plus authenticity build brand (34:00) - Pick the fires that matter (38:00) - Where to find Stephen and Rillet (40:00) - Binge-worthy episodes worth listening to next (40:25) - Elijah claims he's sexier than his microphone (the jury's still out on that one)

Forget random acts of marketing. Jeff Schaffzin reveals how intentional storytelling and cross-functional empathy drive double-digit growth in cybersecurity, SaaS, and AI.Messaging feeling flat? Tired of tech buzzwords? Jeff Schaffzin is here to help you cut through the hype and craft Go-To-Market strategies that stick.Jeff, a seasoned product marketing leader with deep roots in AI, cybersecurity, and SaaS, reveals how to position groundbreaking tech without falling into the "AI-washing" trap. Learn why empathy and authentic storytelling are your secret weapons for resonating with both technical buyers and executives.Forget random acts of marketing. If you're ready for clear positioning that drives pipeline, this episode is your guide to meaningful differentiation.Tea Time with Tech Marketing Leaders is powered by MKG Marketing—the fractional marketing team that manages the details, so you capture the market.Grab your tea, hit subscribe, leave a review, and share with a fellow marketer!Connect with Jeff Schaffzin on LinkedIn.Discover more at Tea Time with Tech Marketing LeadersExplore product marketing resources at Product Marketing Alliance.(00:00) - – Welcome & Meet Jeff Schaffzin (02:12) - – Building GTM for Cutting-Edge Tech (06:03) - – Avoiding AI-Washing: Real Differentiation (09:15) - – Underrated Revenue Levers in Product Marketing (13:27) - – Tailoring Messaging: Technical vs Executive Buyers (17:50) - – Coaching Founders to Authentic Positioning (21:30) - – Lessons Learned from GTM Missteps (24:40) - – AI Beyond Content: Strategy & Analytics (27:50) - – Wrap-up & Where to Connect with Jeff (29:15) - – Closing Remarks & What's Next

When the old GTM playbooks stopped working, she built her own.. This episode breaks down how she builds trust, drives pipeline, and dodges fear-mongering like a pro. Laura Kenner shares a grounded, no-BS approach to content that drives real growth in technical markets.Did you know that Laura Kenner didn’t start in tech? She didn’t even start in marketing!  As she says, "this kind of happened like accident like many things often do." In this episode, Kerry Guard sits down with Laura to unpack how she went from medical office work to becoming a high-impact B2B content leader in cybersecurity, and how that unexpected path made her better at connecting with technical buyers.They explore the difference between AI copywriting myths and reality, how to tailor messaging for both hands-on practitioners and business decision-makers, and why fear-mongering has no place in modern cybersecurity marketing.Laura also shares how she measures the impact of content across LinkedIn, BootstrapsCyber.com, SEO, and social; why the real work of marketing starts with getting out of your silo and listening to sales, customer success, and your audience.From workflows in Zapier to scrappy startup GTM strategy, this episode is packed with ideas for marketers trying to stand out in crowded, technical spaces.If you’re a content leader, startup founder, or cybersecurity marketer trying to break through the noise, this conversation will hit home.While you’ve got your headphones on, queue up a few earlier Tea Time favorites that build on today’s themes:Scaling pipeline first through paid media – Michele Mehl explains how to engineer ads that actually convert and carve out a blue-ocean niche. Give it a listen here: Episode 12 – Digital Marketing Finds Its Blue Ocean.SEO secrets in the cloud-security world – Nate Turner walks through keyword-pruning tactics and SERP-feature wins that still move the needle in technical spaces. Dive in: Episode 8 – SEO Secrets in the Cloud Security Pro.Remote leadership that fuels marketing success – Jesse Jameson shares how to craft culture in a hybrid world and keep teams aligned on growth. Catch it here: Episode 5 – Remote Leadership Meets the Joy of Professional Learning.Line these up next and you’ll walk away with a playbook that marries paid media, technical SEO, and people-first leadership—the same ingredients MKG uses every day to help brands capture the market.This episode is powered by MKG Marketing Inc. We manage the details. You capture the market. (00:00) - - Meet Laura Kenner, the Cybersecurity Unicorn (02:20) - - AI Copy Tools: Help or Hype? (08:00) - - Laura's Story: From Medical Admin to B2B Tech Marketer (20:30) - - Ditching Fear in Cybersecurity Messaging (27:00) - - Why Sales and Marketing Misalignment Kills GTM (36:30) - - What Metrics Actually Matter in B2B Content (39:00) - - Finding Your Authentic Voice on LinkedIn (42:40) - - The Power of Zapier and Workflow Automation (52:50) - - Laura's favorite places on the internet (54:30) - - Recommended Episodes from Tea Time Archives (55:45) - - MKG Marketing is the best. Rock n' Ride?

“You can't wait until you’re ready to launch. The PR game is not the same anymore, and if you're not feeding the LLMs now, you’re invisible later.”Messaging that earns impressions and revenue? Carmen Harris has the blueprint. In this episode, she joins Kerry Guard to talk RSA ROI, founder pitfalls, comms vs. marketing, and how to train LLMs to ensure your brand gets seen online. This one’s for marketers who care about impact, not just noise.This episode is powered by MKG Marketing Inc. We Manage the Details. You Capture the Market! Experts in SEO & Digital Ads. Feel free to come for a visit: https://mkgmarketinginc.com (00:00) - Welcome & Intro to Carmen Harris (03:12) - Spin or Strategy? Carmen Breaks Down Startup Messaging (11:05) - RSA 2024: What Worked, What Didn’t (19:00) - Founders, Expectations & Event ROI (28:45) - Messaging That Moves the Needle (Not Just Feels Good) (34:30) - The Risks of Title Inflation and Comms Gaps (42:00) - How Early-Stage Startups Can Stand Out (48:15) - Why the PR Game Has Changed Forever (00:00) - Chapter 9 (52:30) - Training the LLMs: Why Proprietary Research Wins (00:00) - Chapter 11 (57:00) - Tools Carmen Actually Uses: Claude, Leaps & More (01:04:10) - Carmen’s Joy: Eagles Wins and Velvet Taco (01:06:00) - Wrap-Up & How to Connect

Unlock the secret sauce behind B2B tech growth.In this episode of Tea Time with Tech Marketing Leaders, Kerry Guard sits down with brand strategist Margie Agin to understand why “lead gen” often hides a deeper messaging problem. She shares three simple questions to uncover your ICP’s real pain. You’ll get quick-fire tactics to unite marketing and sales under one clear story. Plus, walk away with a one-sentence rewrite that moves the needle immediately.Powered by MKG Marketing. A digital marketing agency that's radically transparent. (00:00) - Intro & What We’re Cooking Today (02:15) - Brand-Recipe Game (07:30) - Spotting Message Misalignment (15:00) - Your Trigger for a Messaging Overhaul (18:45) - Avoiding the Ad-Spend Money Pitfall (22:30) - AI as Your Messaging Sidekick (28:50) - The Insights Triangle (35:10) - Personal Joy Break (37:00) - Rapid-Fire Takeaway (38:30) - Close & Where to Find Margie

Ready to borrow B2C secrets to supercharge your B2B funnel in under 30 days?Kerry Guard, host of Tea Time with Tech Marketing Leaders as we sit down with Krissy Camacho who is the founder and principal at Tricrest Growth Advisors LLC. With two decades of B2B and B2C experience under her belt, Krissy shares the moment she realized that early-stage startups don’t need another hero campaign. They need scrappy, data-driven experiments. From her signature win-loss analysis framework to friction-removal tactics borrowed from consumer brands, she reveals how to turn messy customer data into a repeatable growth engine.Want to keep crushing your demand goals? Connect with Krissy on LinkedIn to swap strategies and road-tested playbooks.This podcast is powered by MKG Marketing Inc. Finally! A digital marketing agency you don’t have to micromanage. Besides, growth shouldn’t be hard. (01:17) - – Krissy’s Background (03:17) - – Sophisticated vs. Scrappy Marketing Mindsets (05:37) - – Embracing the Flywheel Approach (07:00) - – B2C & B2G Roots to B2B SaaS (08:39) - – Removing Friction (10:38) - – The Great Form Debate (12:55) - – Data Enrichment (15:12) - – High-Velocity Sponsorships (17:05) - – Experiential Marketing (21:28) - – The Power of In-Person Events (23:12) - – Win-Loss Analysis (26:12) - – Organic Channel Activation (31:37) - – Executive Content (32:36) - – Aligning KPIs (34:19) - – Quality Over Quantity (37:27) - – Book Tease (40:34) - – Krissy’s Creative Outlet (41:44) - – Closing Remarks

What if your greatest marketing strength had nothing to do with tools, tactics, or timelines? Instead, everything to do with empathy?In this episode of Tea Time with Tech Marketing Leaders, Kerry Guard sits down with Alexandra Mattiesen, a marketing executive with a passion for brand storytelling, deep technical understanding, and most importantly, emotional intelligence. Alexandra shares her non-traditional path into marketing, her early obsession with branding (think: crayons and business cards at age six), and how her love for tech fuels her approach to complex industries like cybersecurity.But it’s not just about product launches and go-to-market strategies. This conversation explores the often-overlooked personal side of leadership: setting boundaries, prioritizing mental health, and showing up as your full self in male-dominated tech spaces.From method-acting her way into the mindset of developers to baking chocolate tortes and carving out time for dating at 40, Alexandra proves that marketing (and life) is better when it’s built on clarity, curiosity, and care.Whether you're building from zero to one or navigating a Series C startup, Alexandra’s insights will change how you lead teams, craft messages, and protect your peace. For real. Pour some tea. This one’s a warm, empowering listen!This podcast is powered by MKG Marketing. Finally!! A Digital Marketing agency you don't have to micromanage. Besides, growth shouldn't be  hard. Connect with Alexandra Mattiesen on LinkedIn (she welcomes DMs and thoughtful chats! Especially about brand building and tech)(00:00) - – Intro & Warm Welcome (02:30) - – Alexandra’s Nontraditional Path into Marketing (08:20) - – Childhood Branding: Sweet Petite & Crayon Business Cards (13:00) - – How an English Degree Became Her Superpower (17:45) - – Launching Products with Emotional Intelligence (25:20) - – Building Healthy Marketing Teams from Day One (32:00) - – Boundaries, Burnout, and Blocking Time on Your Calendar (38:15) - – Women in Tech & Saying No to Say Yes (43:40) - – Calm in the Storm: MKG’s Legacy & Alexandra’s Clarity (49:30) - – Technical Empathy: Learning Code & Security+ Certification (57:10) - – Asking Better Questions, Building Better Teams (01:03:50) - – Alexandra’s Q4 Goal: Date with Intention (01:08:10) - – Chocolate Tortes, OC Throwbacks & Kristen Bell Cameos (01:12:40) - – Closing Thoughts & Where to Connect

What if sales, marketing, and product actually worked as one?  Matt Kanaskie is proving it’s possible (and, yes, even fun). In this episode of Tea Time with Tech Marketing Leaders, we explore how alignment, experimentation, and just the right guardrails are helping Cyber Advisors move at the speed of sales.Tea Time with Tech Marketing Leaders is powered by MKG Marketing; the digital marketing agency that helps cybersecurity and B2B SaaS brands get found, get leads, and close deals. (00:00) - Welcome to Tea Time with Tech Marketing Leaders (00:45) - Meet Matt Kanaskie: From Telemarketer to Revenue Team Leader (03:10) - Why Content is the Glue Between Product, Sales, and Marketing (05:35) - The Challenge of Prioritization Across Teams (08:50) - Listening to Customers to Shape Product Roadmaps (11:15) - Flexing Fast: When Sales Needs Trigger a Marketing Pivot (13:20) - Building One Unified Revenue Team (Retreats Included!) (16:00) - Aligning 2025 Goals Across Sales, Marketing & Product (19:15) - Leaving Room for Change: Why Your Plan Needs Asterisks (21:30) - Template First: How Guardrails Unlock Sales Creativity (24:50) - Personalization Without Going Rogue (27:15) - Sales, Product, Marketing: The Hidden Debate Behind Quotes (30:40) - Moving at the Speed of Sales (33:00) - – The Modern Buyer's Journey is Broken (Now What?) (35:10) - Go-To-Market Experiments: From SEO to Billboards (38:00) - Why Inbound Feels Like Spam & Outbound Feels Broken (40:00) - Making Cold Calling Suck Less (Fun Trophies FTW) (42:20) - Blitz Days, AI Feedback Loops & Faster Messaging Iteration (45:10) - How to Use Data to Pivot in Real Time (47:25) - Planning for Resource Constraints in 2025 (50:10) - Final Thoughts on Alignment, Empathy & Shared Wins (52:15) - Where to Find Matt Online & What He's Excited About Personally (53:20) - Outro: Powered by MKG Marketing! Get Found, Get Leads, Close Deals

Champions aren’t who they used to be.Andrew Morton breaks down how the role of a "champion" in the sales process has shifted (and why your team might need to rethink what that actually means).He gets into the real talk around:What a CRO is actually responsible for nowWhy modern buying committees are so complex (and how to map them)How to spot, support, and activate your true internal championsThe convo digs into what makes or breaks buy-in, the weight of social proof, and why trust is your brand’s strongest currency right now.Also: AI in content creation, measuring brand momentum through search volume, and why ignoring branded search terms might be costing you more than you think.Connect with Andrew on LinkedIn: https://www.linkedin.com/in/ammorton/Understand how User Voice drives customer satisfaction through the roof. Tea Time with Tech Marketing Leaders is brought to you by MKG Marketing Inc. Our tailored digital marketing strategies for B2B SaaS organizations are transparent and measured - making every impression count. Work with us: https://mkgmarketinginc.com/(00:00) - Redefining Champions in the Customer Journey (02:48) - The Role of the Chief Revenue Officer (05:58) - Understanding the Modern Customer Journey (09:13) - Navigating the Buying Committee (12:13) - The Importance of Champions (15:03) - Activating Champions for Growth (18:01) - The Complexity of the Buyer’s Journey (20:48) - Channels and Strategies for Engagement (24:09) - Building Brand Awareness and Authority (33:22) - The Importance of Buy-In and Social Proof (37:45) - Leveraging AI in Content Creation (41:12) - The Shift Back to Brand Awareness (46:50) - Building Trust and Authenticity in Marketing (51:54) - The Role of Brand in Search and Lead Generation

Kerry Guard welcomes Bill Macaitis, a seasoned marketing leader with experience at some of the fastest-growing SaaS companies, to explore the evolution of go-to-market strategies. They break down the misconceptions surrounding GTM, the importance of integrating sales, marketing, and product teams, and how AI reshapes the landscape. Bill emphasizes the role of customer-centric metrics, such as Net Promoter Score (NPS) and time-to-value, in driving long-term success. The conversation also touches on the impact of PLG, the power of freemium models, and how companies can use content marketing to engage and educate their audience effectively. Tune in to gain valuable insights from a GTM expert and learn how to optimize your growth strategy.(00:00) - - Introduction and Guest Overview (03:37) - - Bill Macaitis’ Journey into Marketing (06:18) - - Capital Efficiency and Modern GTM Challenges (09:06) - - Defining Go-to-Market (GTM) (12:43) - - Who Should Own GTM Strategy? (16:56) - - Breaking Down Silos Between Sales, Marketing, and Success (18:36) - - Customer-Centric Metrics Beyond Revenue (22:38) - - Measuring Experience and Fun in B2B Products (27:38) - - Simplicity, Ease of Use, and Reducing Friction (31:11) - - Favorite GTM Motions and Content Strategy (35:27) - - Scaling Content Creation with AI and Process (39:13) - - Creating Valuable, Pain-Point Driven Content (41:14) - - Combining Content with Product-Led Growth (PLG) (44:36) - - Misconceptions and Challenges with PLG (47:14) - - Freemium Models and Nurturing Long-Term Users (50:02) - - Bill’s Personal Passions and Q4 Outlook (51:38) - - Closing Remarks Click here to watch a video of this episode.

Host Kerry Guard interviews Arpine, VP of Global Demand Gen at ThreatConnect, about waterfall metrics, data-driven marketing, and sober networking at conventions. Learn how clear marketing goals and tracking KPIs measure meaningful success. Arpine also discusses when adjusting marketing strategies and goals is actually effective throughout the year (versus changing goals to boost leaders' egos). Connect with Arpine on LinkedIn: https://www.linkedin.com/in/arpine/ to dive into any of these topics discussed in this episode. This podcast is powered by MKG Marketing, a digital agency helping cybersecurity and data-driven brands grow revenue without wasting spend. Want to learn more about all of our guests featured?  Feel free! https://mkgmarketinginc.com/podcasts/marketing-leaders/#episodes(00:00) - Welcome & Hiatus Recap (02:00) - Meeting Arpine at Cyber Marketing Con (06:00) - Trade Show Takeaways: RSA & Buyer Intent (10:00) - Human Connection in the Booth: People first, product second (14:00) - Sales + Marketing: From Silos to Shared Revenue Goals (19:00) - The Reverse Waterfall: Goal-Setting with Realistic Conversion Rates (24:00) - Hypothesis-Driven Optimization (29:00) - Attribution & Influence Beyond Last Touch (34:00) - Brand & Demand Gen: Measuring the Intangibl (39:00) - Closing: Connect with Arpine, Joy & hang with MKG at Future remote board game sessions Click here to view the episode transcript.

On this episode of Tea Time with Tech Marketing Leaders, guest host Elijah Drown fills in for Kerry Guard (temporarily voiceless but still producing from the sidelines) and chats with Mark Bliss, VP of Marketing at Sutra AI. The topic? All things go-to-market: aligning sales and marketing, building smarter ABM campaigns, and using AI without losing your mind—or your budget.Mark shares hard-won lessons from his journey as a five-time GTM leader, including what most teams get wrong about attribution, why “Wake the Dead” campaigns are his go-to ABM move, and how to stop chasing perfect and start shipping. He also drops tips for building stronger marketing teams, pushing back on unrealistic KPIs, and staying creative in an AI-first world.If you’re curious how podcasting fits into ABM (spoiler: it works), Mark breaks down how his own show, GTM After Hours, opens doors, starts real conversations, and even helps guests land jobs. He also shares why marketers and sales teams need to celebrate wins together—and how a quarterly bonus and a well-timed compliment can go a long way.This show is powered by MKG Marketing, a digital agency helping cybersecurity and data-driven brands grow revenue without wasting spend.Want to grow faster on LinkedIn with 70 percent less effort? Check out Aware using our affiliate link: https://useaware.co?via=mkgCome for the GTM talk, stay for the fake webinars, 8-track tapes, and rapid-fire theme song questions. Whether you're leading a team or just getting your footing, this episode is stuffed with insight and personality. (00:00) - Introduction to Marketing Leadership and AI (03:13) - The Importance of Storytelling in Marketing (05:45) - Transitioning from Doing to Inspiring in Marketing (08:57) - Understanding Data and Attribution Models (11:57) - Setting Realistic KPIs and Targets (15:03) - Account-Based Marketing (ABM) Strategies (18:05) - Creative Campaigns and Engagement Techniques (20:51) - Leveraging AI in Marketing (24:06) - Hiring for Creativity vs. Experience (26:18) - Creative Thinking in Interviews (27:15) - Sales and Marketing Alignment (28:45) - Empathy in Marketing and Sales (30:46) - The Role of AI in B2B Marketing (33:50) - Effective Outbound Strategies (35:41) - Building Relationships through Podcasting (38:14) - Leveraging Podcasting for Sales (41:32) - Challenges of Podcasting in B2B (43:32) - The Importance of Action in Marketing (49:19) - Learning from Failures in Leadership (53:10) - Finding Balance in a Fast-Paced World