Episodios

  • Ep. 534 | Evolution of ABM: From Traditional Targeting to AI-Driven Precision

    Ep. 534 | Evolution of ABM: From Traditional Targeting to AI-Driven Precision
    May 22 2025
    Episode SummaryIn this episode of OnBase, host Chris Moody sits down with Jacek Materna as they explore how account-based marketing (ABM) has evolved from traditional sales tactics to precision-driven strategies fueled by AI. Jacek reflects on his career in ABM, starting in enterprise sales during the 2000s, and shares practical advice for implementing effective ABM programs. The episode tackles common missteps, such as over-reliance on tools, and outlines the importance of aligning sales and marketing teams. Jacek also dives into real-world use cases of AI in ABM, from hyper-personalization to advanced measurement tactics, and how businesses can stay competitive in today’s fast-paced Martech landscape.Key TakeawaysABM is Old School Personalization with a New Name: ABM is an extension of the enterprise sales motion that has existed for decades but now incorporates modern tools and strategiesAlignment is Critical: Sales and marketing teams need to collaborate closely, with shared goals and metrics, to make account-based strategies successful.AI Supercharges Personalization: AI enables cost-effective hyper-personalization but also risks oversaturating the market. Companies need to find ways to stand out amidst increasing competition.Intent Data Isn’t a Silver Bullet: Many companies fall victim to “intent hangovers”—placing too much faith in intent platforms as a standalone solution without building strategy or alignment first.Tools Are Not the Starting Point: Businesses should focus on strategy and human connection before investing in costly tools they might not fully utilize.Quotes"The best marketers are sellers at heart, and the best sellers are masterful storytellers."Best Moments (03:25) – Jacek’s Career Beginnings : Reflecting on how enterprise sales in the early 2000s laid the foundation for his passion for ABM.(09:00) – Enterprise Sales Meets AI : Jacek highlights moments when human storytelling intersected with cutting-edge digital tools.(15:45) – Tips for Aligning Sales and Marketing : Practical advice on simplifying strategies and focusing on shared metrics like pipeline and bookings to unite teams.(26:48) – The "Intent Hangover" Phenomenon: Jacek’s critical analysis of businesses that over-invest in intent data without a coherent strategy.(33:20) – What’s Next for AI in ABM? : A candid discussion about how AI will expand capabilities for teams while creating new challenges in a saturated market.Tech RecommendationsChatGPTResource RecommendationsBooks:The 22 Immutable Laws of Marketing by David Drummond Obviously Awesome by April Dunford: How to Nail Product Positioning so Customers Get It, Buy It, Love ItTrump: The Art of the Deal by Donald J. TrumpMovie: Glengarry Glen RossPodcasts:All-In PodcastInvest like the BestAbout the GuestJacek Materna is a 3x founder and seasoned technology executive who specializes in scaling growth-stage companies. With a track record of successful exits and deep experience in B2B SaaS, security, fintech, and edtech, Jacek brings a practical, no-fluff perspective on what it takes to drive real business outcomes.He’s led global teams, launched products that generate tens of millions in ARR, and helped companies—from first-time founder startups to PE-backed platforms—unlock margin expansion, go-to-market velocity, and lasting cultural alignment. His leadership experience spans roles as CEO, COO, and CTO, with responsibilities across product strategy, corporate development, P&L oversight, and M&A.Jacek currently serves as CEO of Full Circle Insights and is passionate about helping organizations turn complexity into clarity. Whether he's advising boards, restructuring teams, or speaking on stage, his mission is always the same: drive value, move fast, and scale smart.Website: https://www.fullcircleinsights.com/Connect with Jacek.
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    37 m
  • Ep. 533 | Cracking the ABM Code: Beyond Strategy

    Ep. 533 | Cracking the ABM Code: Beyond Strategy
    May 20 2025
    Episode SummaryOn this episode of OnBase, host Paul Gibson sits down with Ingrid Archer to discuss "cracking the ABM code" and uncover why successful ABM initiatives require more than just strategy. Ingrid shares her expertise on balancing localized needs within European markets, overcoming common misconceptions about ABM, and using AI to streamline processes at every stage of account-based execution.From highlighting the importance of sales and marketing collaboration to providing actionable steps for initiating ABM, Ingrid offers incredible insights for marketers at every stage of their ABM journeys. This episode also dives into key hurdles like impatience, budget constraints, and the lack of education around ABM, offering solutions to overcome these issues.Whether you’re new to ABM or looking to refine your current strategy, Ingrid’s advice is an invaluable resource.Key TakeawaysSales and Marketing Alignment is Crucial: Successful ABM hinges on teamwork between sales and marketing. Forget the silos and work as one cohesive unit.Educate Before You Start: Teams must understand what ABM truly involves before implementation to avoid misconceptions and ensure success..ABM is Complex but Rewarding: While ABM can be more challenging than traditional approaches, its ability to deliver measurable, targeted outcomes makes the effort worthwhile.AI Helps Build Efficiency: Leveraging AI in areas like account segmentation, personalization, and research can improve the execution of ABM strategies.Think Long-Term: Patience is key when rolling out ABM initiatives. Avoid rushing and focus on creating a solid strategy before launching campaigns.Quotes“AI is not replacing marketers; marketers using AI will replace those who don’t use it.”Best Moments 01:03–02:46 Ingrid shares her early career story of spotting gaps in the B2B agency world.09:04–10:13 Comparing ABM approaches in Europe versus the United States and the role of cultural nuances.16:15–16:33 Ingrid discusses the importance of educating teams and managing expectations for ABM programs.23:12–24:57 Insights on data quality and why having a dedicated resource to manage data is critical for ABM.28:45–30:47 Ingrid explains how SPOTONVISION is weaving AI into every step of the ABM framework for speed and accuracy.Tech RecommendationsTrendemonApolloResource RecommendationsBooks:Purple Cow by Seth Godin: Transform Your Business by Being RemarkablePermission Marketing by Seth Godin: Turning Strangers Into Friends And Friends Into CustomersNewsletter:Strategic B2B Marketing: Linkedin newsletter by Thomas AllgeyerB2B leaders to followThomas Allgeyer - Founder, B2B MarketingBob Peterson - Vice President, Principal Analyst, Forrester ResearchAbout the GuestIngrid Archer is Co-founder of B2B Marketing agency SPOTONVISION as well as the B2B Marketing Forum in Europe. She is responsible for customers, consultants and the marketing of SPOTONVISION. She is a certified Buyer Persona and ABM practitioner and has a strong focus on integrated marketing approach from buyer personas, lead generation, demand generation, to account-based marketing. Ingrid enjoys writing and giving marketing training, including our own B2B Vision Academy. She regularly writes on B2B marketing for blogs such as Marketingfacts and Emerce.Website: spotonvision.comConnect with Ingrid Archer
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    35 m
  • Ep. 532 | Winning with Go-to-Market Strategy

    Ep. 532 | Winning with Go-to-Market Strategy
    May 15 2025

    Episode Summary

    In this episode, Host Chris Moody is joined by Eric Feige to discuss how businesses can win with go-to-market (GTM) strategies by setting realistic digital transformation goals, fostering cross-functional alignment, and leveraging tools like Demandbase for scalable growth. Eric’s breadth of experience—from entrepreneurship to consulting with Fortune 500 companies—offers unique perspectives on the practical steps organizations can take to achieve revenue growth, avoid common pitfalls, and innovate without unnecessary risk. Eric also shares advice on using AI and composable technology to accelerate success in go-to-market strategies.


    Key Takeaways

    • Cross-Functional Collaboration is Essential: GTM success requires alignment across sales, marketing, technology, and compliance teams, with a clear P&L owner driving the effort.
    • Set Realistic Digital Transformation Goals: Break down large initiatives into achievable milestones that deliver short-term wins and lay the foundation for long-term growth.
    • Leverage Tools to Scale Without Additional Labor: Platforms like Demandbase help integrate insights, streamline workflows, and enable scalable, personalized outreach without adding overhead.
    • The Importance of Beacon Projects: Start with “beacon projects” that showcase clear value across teams and convert skeptics into advocates for change, aligning everyone on revenue objectives.
    • AI as a Catalyst for Personalization: While AI can help optimize content and enable hyper-personalized messaging, its impact is amplified when integrated with robust go-to-market platforms.


    Quotes

    "AI enables us to scale personalization, but success still lies in orchestrating the right data, systems, and teams."


    Best Moments

    • (03:30) – The Foundations of Cross-Functional GTM Success
    • (08:40) – Setting Realistic Digital Transformation Goals
    • (13:10) – Tools for Scalable Revenue Growth
    • (19:50) – Introducing Beacon Projects
    • (26:25) – AI's Role in GTM Transformation


    Resource Recommendations

    Books:

    • Beastie Boys Book by Michael Diamond


    About the Guest

    Eric Feige is a seasoned leader and digital transformation expert with experience as a venture-backed entrepreneur, digital strategist, and head of digital at top organizations like Deloitte, KPMG, JP Morgan, and Prudential Financial. As the Managing Director at VShift, Eric helps businesses unlock sustainable revenue growth by aligning digital goals with cross-functional collaboration across sales, marketing, and technology teams.Website: ⁠https://www.vshift.com/⁠

    ⁠Connect with Eric⁠.
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    30 m
  • Ep. 531 | Before AI, Fix Your Data: The ABM Wake-Up Call

    Ep. 531 | Before AI, Fix Your Data: The ABM Wake-Up Call
    May 13 2025

    Episode Summary

    This episode dives into the critical role of data quality in unlocking the true potential of AI for ABM success. Daryn Smith shares how organizations can move from AI hype to AI readiness, focusing on bridging data silos and using AI effectively. The discussion explores practical steps to improving data management, leveraging AI tools to streamline processes, and why leadership plays a pivotal role in driving change. Daryn also reveals fascinating use cases where AI has made a tangible difference in business operations and marketing strategies.


    Key Takeaways

    • AI Readiness is Lagging

    Only 8.5% of companies are truly AI-ready, despite executives highly prioritizing AI adoption.

    • Data Quality is Key:

    70% of respondents prioritize data quality over AI, revealing that unstructured or siloed data hampers AI effectiveness.

    • Leadership’s Role in AI Success

    Leaders must champion AI adoption while being transparent about the need for continuous improvements in data management and AI training.

    • Blind Automation Can Undermine Results

    AI often requires contextual data and meaningful human oversight to produce relevant, impactful recommendations.

    • Practical AI Applications

    From creating AI-driven RFP agents to developing AI tools that emulate senior employees' knowledge, simple yet impactful use cases can revolutionize workflows.


    Best Moments

    (01:10) – Daryn's Career Journey : From web developer to CEO, Daryn details how his unique background has shaped his approach to marketing and AI-led transformation.

    (04:53) – The Growing Importance of AI Readiness : Daryn highlights how data silos and poor data quality hinder AI’s potential and shares insights from Hubble Digital's recent research.

    (10:57) – AI’s Role in Revolutionizing ABM : Daryn and Paul discuss how AI-powered tools are automating manual tasks, leading to better account targeting and personalized campaigns.

    (14:00) – The Disconnect Between Leadership and Reality : A candid discussion on why executives often overestimate their organizations' AI capabilities.

    (34:06) – AI in Practical Use Cases : Daryn shares how Hubble Digital uses AI agents to streamline RFP responses and retain institutional knowledge.

    (22:27) – Evolving Data Systems : Tips on keeping CRM and ABM systems agile to adapt to business changes, ensuring they retain their value long term.


    Tech Recommendations

    HubSpot – A platform supporting ABM strategies and AI integration for CRM efficiency.

    Fathom.ai – A tool for turning unstructured sales and marketing data into actionable insights.


    Books:
    Hacking Marketing by Scott Brinker - Agile Practices to Make Marketing Smarter, Faster, and More Innovative




    Dharmesh Shah - Founder & CTO, HubSpot

    Dave Gerhardt - Founder, Exit Five
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    41 m
  • Ep. 530 | 95-5 Strategy: Brand Meets Demand

    Ep. 530 | 95-5 Strategy: Brand Meets Demand
    May 8 2025

    Episode Summary

    Tune in as host Paul Gibson sits down with Matthew Creswick, Chief Marketing Officer at Huble Digital, to explore the 95-5 marketing strategy. This insightful episode dives into balancing long-term brand building with capturing in-market demand, the evolving buyer landscape, the role of AI, and how intent data is changing the game for B2B marketers. Whether you’re a seasoned pro or new to the field, this episode offers actionable advice and fresh perspectives on marketing strategy.

    About the Guest

    Matthew Creswick is an experienced marketing and business leader with over ten years of experience in the HubSpot industry. He has held senior roles, including Regional Managing Director, Chief Marketing Officer, and Chief Product Officer, and has worked across Europe and Southeast Asia.

    A certified HubSpot trainer with a Bachelor’s degree in Business Management with Marketing, Matthew has been featured in Content Grip, the Huble Blog, and HubSpot.com. He is also a member of the CMO club in Exit Five and was recognized as an AMCHAM NextGen 2020 Leader.

    An active speaker and host, Matthew has presented at GWI Live and hosted multiple GWI virtual events.

    Beyond work, he enjoys football, golf, technology, and traveling the world.

    Website: https://huble.com/

    Connect with Matthew

    Key Takeaways

    - Understanding the 95-5 Framework:

    Focus on being memorable to the 95% not currently buying while effectively converting the 5% in-market.

    - Modern Buying Behaviors:

    Buyers prefer independence and typically resist traditional funnel tactics like forms and cold calls.

    - Power of Intent Data:

    Leveraging tools like Demandbase empowers marketers to identify accounts actively searching for solutions.

    - Building a Memorable Brand:

    Investing in brand equity ensures customers recall you when they’re ready to buy.

    - AI’s Role:

    AI enables scalable personalization, like crafting one-to-one tailored content and identifying actionable insights.

    Quotes

    "Brand isn’t just for billion-dollar companies with Super Bowl ads. It’s the asset that keeps your pipeline alive even when your ad budget dries up.”

    Recommended Resource

    Books:

    - Shoe Dog: A Memoir by the Creator of NIKE by Phil Knight.

    - Purple Cow: Transform Your Business by Being Remarkable by Seth Godin

    Newsletters:

    - Exit Five by Dave Gerhardt.

    - Newsletter by Kieran Flanagan from HubSpot.

    Shout-Outs

    - Gary Vaynerchuk - Chairman – VaynerX, CEO – VaynerMedia, Creator – VeeFriends

    - Seth Godin - Founding editor of the Carbon Almanac, blogger and entrepreneur.

    - Dharmesh Shah - UK & Ireland Country Director, Present Technologies

    - Kieran Flanagan - Marketing (CMO, SVP) | All things AI | Sequoia Scout | Advisor

    - Dave Gerhardt - Founder, Exit Five
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    40 m
  • Ep. 529 | Building SaaS Moats: Brand, Community, and AI

    Ep. 529 | Building SaaS Moats: Brand, Community, and AI
    May 6 2025

    Episode Summary

    This episode explores how SaaS companies can create competitive moats through strong brands and authentic communities. Margaret Kelsey shares her expertise on why technology alone isn’t a moat in today’s landscape and how :: community, customer relationships, and values can differentiate brands for long-term success. The conversation also dives into the role of generative AI in marketing, actionable steps to build genuine customer connections, and strategies for amplifying brand stories across channels.

    About the Guest

    Margaret Kelsey is a CMO, marketing advisor, artist, and podcast host dedicated to creating shared languages that provide clarity, direction, and personal satisfaction. In her professional life, she develops effective go-to-market strategies, emphasizing the importance of aligning internal teams with their target audiences. Her artistic endeavors delve into the exploration of subconscious shared languages to create a human connection. Margaret also co-hosts a podcast (Don't Say Content) where the conversations center around creating shared languages within the workplace.

    Website: https://www.kodaris.com/

    Connect with Margaret

    Key Takeaways

    - Technology is No Longer a Moat

    Rapid innovation and the influence of AI mean competitors can replicate products quickly. Building moats today requires strong brands and loyal communities.

    - The Flywheel of Brand, Culture, and Community Companies succeed when their internal values align with their external brand and customer values, creating a "magnetic alignment" for differentiation.

    - Leverage Generative AI Thoughtfully

    Use micro, proprietary data lakes to train AI tools, ensuring authenticity and avoiding the risks of public LLM (Large Language Model) contamination.

    - Start with Customer Conversations

    One of the simplest and most effective steps to building community is engaging directly with your happiest, most loyal customers in casual virtual or in-person settings.

    - Experiment and Monitor Channels

    Even in saturated channels, consistent experimentation helps uncover formats and content types that resonate with your audience.

    Quotes

    "You inherit credibility by bringing customers together and forming connections they value. That builds trust your brand can benefit from."

    Tech Recommendations

    - Riverside - A versatile platform for recording high-quality podcasts and interviews.

    Recommended Resource

    Books:

    - Radical Candor by Kim Scott - Be a Kick-Ass Boss Without Losing Your Humanity

    - The Let Them Theory by Mel Robbins - A Life-Changing Tool That Millions of People Can't Stop Talking About
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    30 m
  • Ep. 528 | The New Rules of Account-Based Marketing with Davis Potter

    Ep. 528 | The New Rules of Account-Based Marketing with Davis Potter
    Apr 29 2025

    Episode Summary

    In this special in-person episode of OnBase, host Chris Moody joins Davis Potter live from Austin, Texas, for a candid deep-dive into the evolution of account-based marketing. Davis draws on his experience across enterprise giants and nimble startups to unpack the real differences between demand gen and ABM—and why most companies are stuck in the middle.

    Together, they dissect the pitfalls of outdated ABM models, the importance of unifying go-to-market teams, and the need for signal-based measurement over legacy lead scoring. Davis explains the “account-based arrow,” ForgeX’s new data model, and shares practical tips for aligning product marketing with ABM functions for retention and growth. Whether you're a team of one or leading a global strategy, this episode is packed with insights you can act on immediately.

    Key Takeaways

    • ABM vs. Demand Gen: True ABM is more than just targeted demand generation; it requires a unified approach across sales and marketing.

    • Strategic ABM Implementation: Organizations should tailor their ABM strategy to their specific needs, considering factors like deal size and resources.

    • Measurement and Reporting: Effective ABM measurement involves tracking various metrics, including account engagement and pipeline progression, and requires a unified data model.

    • Cross-Functional Alignment: Alignment between ABM teams and other functions, such as product marketing, is crucial for success.

    • Evolving ABM: ABM is not static; it requires continuous evolution and adaptation to changing market dynamics and organizational needs.


    Quotes

    “If you're just building lists off third-party intent and running ads, you're not doing ABM—you’re just doing better DemandGen.”

    “Product marketing is not optional in an ABM strategy—it’s foundational. They understand the customer better than anyone.”

    Best Moments

    • 00:09-00:20 – Davis Potter's background and journey to 4Gex.

    • 04:45-05:00 – The importance of aligning go-to-market strategy with business goals.

    • 06:29-07:00 – Transitioning from demand generation to account-based marketing.

    • 10:50-12:00 – The double funnel approach to measuring ABM success.

    • 25:30-26:00 – The challenges of ABM benchmarks and data interpretation.

      • 33:00-34:00 – The critical role of product marketing in ABM.


      Recommended resources:

      Newsletter:

      • ⁠ABM Tactics LinkedIn newsletter⁠ – Tactical, real-world GTM advice from the trenches

      Certifications:

      • ⁠New ABM Certification Program⁠ by Demandbase in Partnership with ForgeX


      B2B Leaders to follow

      • ⁠Akriti Gupta⁠, Director of Marketing at LinkedIn

      • ⁠Désirée Daniels⁠, Retail Industry & ABM Marketing at LinkedIn


    About the Guest

    Davis Potter is the Co-Founder of ForgeX, a firm dedicated to modernizing account-based go-to-market strategies through research-backed insights and scalable methodologies. With experience launching ABM programs at organizations like Google Cloud and Scale AI, Davis brings a rare blend of enterprise sophistication and startup agility. His unique journey—spanning billion-dollar enterprises and high-growth tech companies—has equipped him with a comprehensive view of ABM’s past, present, and future.

    Davis is passionate about aligning sales, marketing, and product teams around unified goals and measurement systems. He frequently speaks on evolving ABM frameworks, first-party data strategies, and the shift from vanity metrics to actionable signals. Davis also co-leads the ForgeX and Demandbase certification program, shaping the next generation of account-based marketers.⁠Connect with Davis⁠.
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    40 m
  • Ep. 527 | AI-First GTM: The New Playbook for Sales Execution

    Ep. 527 | AI-First GTM: The New Playbook for Sales Execution
    Apr 24 2025

    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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    29 m
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