The Fide Podcast

Send us Fan MailIn this episode of the Fide Podcast, Dan Beresh speaks with Daphne Luchtenberg, Global Marketing Director for McKinsey Operations Consulting, about what makes B2B marketing and client storytelling actually work.Daphne shares why the fundamentals of B2B marketing still matter: clear value propositions, deep audience understanding, emotional relevance, strong brand trust, and content that helps buyers see what is possible. The conversation explores how professional services firms can move beyond features and proof points to tell more compelling client stories, why the client should always be the hero, and how AI can support marketers without replacing the human relationships at the center of complex B2B sales.A practical conversation for B2B marketers, communications leaders, consultants, and professional services teams looking to create stronger stories, sharper thought leadership, and more effective go-to-market communications.

Send us Fan MailMost teams treat the creative brief like admin work. It is not. It is the difference between marketing that works and marketing that simply exists.In this episode, we break down why the agency should write the brief, how skipping this step leads to bad ideas and weak results, and why “we need a video” is never the real problem. We cover what belongs in a strong brief, how to give creatives direction while allowing them to bring their ideas, and why defining a clear audience is non-negotiable.We also dig into measuring success beyond vanity metrics and how to use the brief as a living tool when projects inevitably change.

Send us Fan MailThis episode explores one of the hardest - and most overlooked - challenges in enterprise marketing: aligning marketing and sales around what actually drives revenue. In conversation with Sanjay Chaudhary, SAP’s head of Enterprise Marketing, the discussion moves beyond vanity metrics and into the real work of building credibility in complex buying environments. The core tension is clear: marketers want attention, sales teams want outcomes. Bridging that gap requires marketers to deeply understand sales priorities while helping sales recognize the foundational role of brand and reputation.  The episode dives into how enterprise marketers can cut through complexity - multiple stakeholders, endless personas, and pressure to produce content quickly - by slowing down and focusing on insight. Instead of rushing to tactics, the most effective teams invest in research, build credible assets (like third-party validation or original data), and then maximize those investments across both marketing and sales. The result is a more cohesive go-to-market motion—one where every piece of content isn’t just seen, but actually moves buyers closer to a decision.

Send us Fan MailIn this episode of The Fide Podcast, Dan Beresh speaks with Prateek Mathur, Head of Marketing for SAP SuccessFactors in Asia-Pacific, about how enterprise B2B marketing is evolving as the traditional marketing funnel breaks down. They discuss how marketers can win the top-of-funnel battle, understand their customers more deeply, and navigate increasingly complex buying committees. The conversation also explores account-based marketing (ABM), the balance between brand building and events, and how to measure marketing efficiency across the funnel. Along the way, they unpack how AI messaging, customer research, and trust-building are shaping the future of enterprise go-to-market strategy.

Send us Fan MailAI can make incredible visuals fast… but it can’t magically give you infinite control, quality, and a 90% discount.In this episode, Dan and Joe get real about what it actually takes to produce professional, on-brand creative using today’s AI tools. They break down why AI projects still require serious effort, why “creative flexibility” is the #1 survival skill, and how the best teams use AI to expand what’s possible, not replace the process entirely.They also dig into the risks marketers need to plan for upfront, from legal reviews and model selection to setting the right expectations with stakeholders who think AI equals “cheap and instant.”If you’re a marketer exploring AI video and visual production, this episode is your guide to doing it the smart way.

Send us Fan MailCreating a value proposition sounds simple... until you try to get a global team to agree on one. In this episode, Dan and Joe unpack the real, behind-the-scenes work of defining a value proposition that actually drives alignment across marketing, sales, and leadership.They explore why most companies overcomplicate this work, why clarity beats cleverness every time, and how to avoid the jargon and internal politics that make value props fall apart. You’ll also hear practical guidance on features vs. benefits, tailoring messaging to different audiences, and how collaborative workshops bring stakeholders together across regions.Whether you're in B2B marketing, professional services, consulting, or enterprise tech, this episode gives you a clear roadmap for crafting value propositions that are simple, strategic, and genuinely useful to the people who need them.

Send us Fan MailHow do you come up with creative ideas?How do you create a script that people will remember?How do you create visuals that stick in your prospect's minds?In this episode Dan Beresh chats with one of Fide's top video editors, Hugh Noonan, about how Hugh takes nebulous consulting concepts and transforms them into marketing material that moves the needle.

Send us Fan MailDan and Joe take a buzzer to the most overused marketing clichés. Kicking things off by unpacking why “AI at the forefront of digital transformation” is more filler than hook. From there, they wade through the swamp of frictionless, digitally augmented solutions and the dreaded “value-add activities.” They break down a podcast description, debate whether “innovation” means anything anymore, and  find a gem in the phrase “starting from what you have, accelerating from where you are.”It’s part roast, part workshop, and a reminder that clarity and specificity always outshine the jargon.

Send us Fan MailIn this episode, we tackle the reality that video content is everywhere, but most of it isn’t working. We share why simply cutting down a hero video for social won’t cut it anymore, and how smart B2B marketers make platform-native content that connects. You’ll hear how to use AI effectively in your workflow without losing the human trust factor, plus why more videos can actually damage credibility. We break down why view counts are just vanity, how to use view-through rates to your advantage, and why every video should answer: what’s in it for them?

Send us Fan MailWhen every firm promises "transformational value," how do you make your message stand out? In this episode, Dan and Joe talk about the real work of humanizing B2B marketing. They explore why specificity matters, how to craft messages that reflect your audience’s real problems, and what to do when internal politics force subpar spokespeople into your content.The episode also digs into smart use of AI: how to train a GPT on your brand’s voice, filter content through your ICP, and why out-of-the-box AI is a trap. Whether you're struggling to get buy-in or just want your content to feel less like it came from a bot, let's talk on how we market like humans again.

Send us Fan MailMarketing is rarely predictable.We dig into how marketers can prepare for reactivity with smart tools, brand flexibility, and a strategy-first mindset—so you’re not starting from zero every time.

Send us Fan MailShanil Ebrahim, Deloitte Canada's Life Sciences and Healthcare leader, shares his insight on how to approach projects and build relationships for the long term. He emphasizes the importance of being a good listener and deeply understanding the client's needs. He highlights the need for expertise and credibility, actively shaping conversations, and thought leadership in the industry. Establishing credibility in consulting requires continuous learning, checking your ego at the door, and clear communication. And you have to challenge the status quo - but with respect and by bringing research to back up your perspective.Consulting is a human business that revolves around understanding people and solving their problems. Building trust and maintaining long-term relationships is key to success.Keywordsconsulting, market authority, listening, client needs, expertise, credibility, pre-built solutions, customization, consulting, credibility, continuous learning, ego, clear communication, challenging the status quo, trust, long-term relationshipsTakeawaysBeing a good listener and understanding the client's needs is crucial for establishing oneself as a market authority.Demonstrating expertise and actively shaping conversations in the industry adds credibility.Balancing pre-built solutions with customization is important to address each client's unique challenges.Constantly learning and staying up-to-date with industry trends is essential for credibility and success in consulting. Continuous learning is essential in consulting to stay up-to-date with industry trends and be seen as a leader.Checking ego at the door and being willing to ask 'stupid' questions helps establish credibility and build trust with clients.Clear communication is crucial in consulting to ensure that recommendations and strategies are understood and implemented effectively.Challenging the status quo should be done with respect and solid research, demonstrating thought leadership and pushing boundaries.Consulting is a human business that requires empathy, emotional intelligence, and the ability to form and maintain long-term relationships.Sound Bites"If you truly want to establish yourself as a market authority, you need to be a really good listener.""Establishing credibility means actively shaping conversations and demonstrating expertise.""Consistently challenging the status quo is key to being a trusted advisor.""You have to be constantly learning.""Check your ego at the door."

Send us Fan MailPaul do Forno, partner at Deloitte Digital, shares his insights on how to get yourself out there online to build your authority in the market. He emphasizes the importance of having a digital mindset, being consistent in your digital presence, and leveraging partnerships with technology and ecosystem partners. Paul also highlights the significance of focusing on making your clients successful and connecting all the dots in your area of expertise.Keywordsconsulting marketing, go to market, digital mindset, consistency, partnerships, client successTakeawaysBe digital and have a digital mindset, and be consistent in your digital presence.Look for win-win partnerships with technology and ecosystem partners.Focus on making your clients successful and connecting all the dots in your area of expertise.Chapters00:00 Introduction and Background01:53Being Digital and Consistent08:06The Power of Partnerships15:00Driving Client Success21:04Motivation and Long-Term Success

Send us Fan MailYour income and your passions don’t have to be separate.Gord Sandford pivoted his area of focus well into his consulting career – into an area that allowed him to do more of what he cared about.In this episode of The Fide Podcast, Gord shares how he built his authority as a leader in lifelong learning – after being known for successfully leading digital transformations for years.Key Takeaways:🎯 Decide what you want to do and stick with it through thick and thin.⚠️ Be provocative with your communications. Bring a unique perspective that makes people think.🏢 Do the work. Don’t just call yourself an expert—show up and demonstrate your authority.🙅‍♂️ Be honest. Tell your client what they need to hear, even if they don’t want to hear it. They’ll thank you in the long run.Interested in the Ikigai framework? Here’s a short article that expands on the concept: https://www.forbes.com/sites/chrismyers/2018/02/23/how-to-find-your-ikigai-and-transform-your-outlook-on-life-and-business/ 

Send us Fan MailDan sits down with Dave Zager, Deloitte’s Global Workday FSI leader, to talk about how he’s positioned his team as THE leader in the market.Key takeaways:🎯 Be relentlessly focussed on the market. Learn and relearn what the market needs. Don’t make assumptions.👂 Marketing & Comms is a two-way street. Launching a piece of communications is only the beginning. Listen for feedback and iterate.🏣 Create repeatable solutions based on your understanding of where company needs overlap.⭐️ Create a north star to help you make decisions quickly. Stop waffling on low-impact choices.

Send us Fan MailWhat the heck is this all about? Well, we're here to help you convince others you're an expert in your consulting domain. In each episode, Daniel Beresh sits down with a consulting leader to discuss how they have built market authority for themselves and their teams - making them the number one pick when a client faces a tough business problem.The Fide Podcast is created by Daniel Beresh, founder of Fide Creative, a marketing agency focussed on helping consultants build authority and close deals more easily. Learn more at fidecreative.com