Read more about the article The Bold New Playbook for Reaching Overloaded B2B Buyers

The Bold New Playbook for Reaching Overloaded B2B Buyers

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Episode #256: Robert Sanchez, Chief Executive Officer at Anteriad, breaks down why overloaded B2B buyers are changing how they evaluate vendors and why the old playbook no longer works. He explains how trust is built by showing up where buyers already search for answers and by consistently delivering strong customer experiences. He also shares why brand and pipeline should be treated as one connected motion, not competing priorities. The discussion ties growth to customer insight, cross-functional alignment, and disciplined use of data and tools.

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Read more about the article (4:16 Q&A Video) “Why B2B Marketing Must Balance Brand and Demand”

(4:16 Q&A Video) “Why B2B Marketing Must Balance Brand and Demand”

In this 4:16 video, Anand Sankara Narayanan reframes the debate between short-term demand and long-term brand building. He explains why marketing must run both tracks in parallel, not in isolation. He uses a medical analogy to show why pain relief is urgent, but immunity prevents future breakdowns. He explains how ignoring brand weakens long-term performance even when short-term tactics work.

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Read more about the article Marketing’s Identity Crisis in the C-Suite

Marketing’s Identity Crisis in the C-Suite

Episode #252: Anand Sankara Narayanan, Chief Marketing Officer at Finance House Group, explains why marketing faces an identity crisis in the C-suite. He argues that marketing has not clearly defined its value within organizations. He breaks down marketing as a discipline built on customer psychology, data, and persuasion. He shares practical ways leaders can defend strategy and build internal trust.

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Read more about the article Marketing’s Identity Crisis in the C-Suite

Marketing’s Identity Crisis in the C-Suite

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Episode #252:  Anand Sankara Narayanan, Chief Marketing Officer at Finance House Group, explains why marketing faces an identity crisis in the C-suite. He argues that marketing has not clearly defined its value within organizations. He breaks down marketing as a discipline built on customer psychology, data, and persuasion. He shares practical ways leaders can defend strategy and build internal trust.

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Read more about the article (2:55 Q&A Video) “The Role of Marketing in Reengaging Stalled Deals”

(2:55 Q&A Video) “The Role of Marketing in Reengaging Stalled Deals”

In this 2:55 video, Asmita Singh explains why marketing should stay engaged through the full funnel. She describes marketing as the connective tissue across touchpoints before and after close. She highlights the role of validating data and case studies during sales conversations. She also shares how closed-lost surveys can revive prospects.

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Read more about the article Voice of Customer Drives the Only GTM that Lasts

Voice of Customer Drives the Only GTM that Lasts

Episode #250: Asmita Singh, Chief Marketing Officer at BARBRI Global, explains why the voice of the customer is the foundation of a durable go-to-market. She explains how trust is built on credible data, not cherry-picked claims. She shares how marketing can connect siloed insights across sales, product, and service. She also outlines how bottom-up models improve revenue predictability with finance alignment

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Read more about the article Voice of Customer Drives the Only GTM that Lasts

Voice of Customer Drives the Only GTM that Lasts

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Episode #250: Asmita Singh, Chief Marketing Officer at BARBRI Global, explains why the voice of the customer is the foundation of a durable go-to-market. She explains how trust is built on credible data, not cherry-picked claims. She shares how marketing can connect siloed insights across sales, product, and service. She also outlines how bottom-up models improve revenue predictability with finance alignment.

Continue ReadingVoice of Customer Drives the Only GTM that Lasts
Read more about the article Your Funnel Leaks Trust, Not Leads. Fix It.

Your Funnel Leaks Trust, Not Leads. Fix It.

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Episode #237: Alena Iakaitite, CMO at Ozon Global, explains that B2B pipelines rarely leak leads but instead leak trust, which modern buyers increasingly rely on peers to validate. She shows how even a single failure can spread across business communities within hours, and why transparency, promise-keeping, and internal alignment are the only durable defenses. She also demonstrates how consistent communication and accountability create the customer experience that drives long-term growth.

Continue ReadingYour Funnel Leaks Trust, Not Leads. Fix It.
Read more about the article Your Funnel Leaks Trust, Not Leads. Fix It.

Your Funnel Leaks Trust, Not Leads. Fix It.

Episode #237: Alena Iakaitite, CMO at Ozon Global, explains that B2B pipelines rarely leak leads but instead leak trust, which modern buyers increasingly rely on peers to validate. She shows how even a single failure can spread across business communities within hours, and why transparency, promise-keeping, and internal alignment are the only durable defenses. She also demonstrates how consistent communication and accountability create the customer experience that drives long-term growth.

Continue ReadingYour Funnel Leaks Trust, Not Leads. Fix It.
Read more about the article (3:46 Q&A Video) “The Six-Stage Psychology Framework for Business Success”

(3:46 Q&A Video) “The Six-Stage Psychology Framework for Business Success”

In this 3:46 video, Stephanie Davis Smith explains a six-stage psychology from excitement to “we.” She personalizes support to speed progress and reduce churn. She celebrates raving fans who amplify the message. She notes referral gains as proof of loyalty.

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