<![CDATA[The Connect to Market (CTM) Community]]>https://www.connecttomarket.comhttps://substackcdn.com/image/fetch/$s_!0Zku!,w_256,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fd48bd9b1-b54c-4280-9bca-52d4ee8836e4_1280x1280.pngThe Connect to Market (CTM) Communityhttps://www.connecttomarket.comSubstackTue, 18 Aug 2026 11:14:52 GMT<![CDATA[Turning Live Events into Podcast Magic: Casey Cheshire - Episode # 60]]>https://www.connecttomarket.com/p/turning-live-events-into-podcasthttps://www.connecttomarket.com/p/turning-live-events-into-podcastThu, 13 Aug 2026 09:01:49 GMTIn this special edition of Connect To Market, host Casey Cheshire joins us live from Las Vegas and the Ringmaster Mobile Podcast Studio at Black Hat to share why live events and podcasts can be such a powerful combination for B2B marketers. In between recordings, Casey breaks down how brands can use podcasting to create more human connection, generate buzz around an event, turn conversations into content, and build stronger relationships with prospects and customers.

Casey shares some of the conversations he’s had with members of the Connect To Market community at Black Hat, including discussions around AI, growth, happiness, and the importance of maintaining a human balance in an increasingly noisy digital world. He also walks through several practical ways to bring a podcast to your next event, from capturing quick “hot takes” to using podcast conversations as a reason for prospects to show up for meetings.

The episode also explores how live podcasting can create more authentic customer stories, strengthen relationships, and surface the thought leadership already sitting inside your organization. Casey’s takeaway? As AI-generated content and digital noise continue to increase, genuine human connection becomes even more valuable.

In this episode, we cover:

  • Why live events and podcasts can create a powerful combination for human connection

  • How to use quick “hot takes” to generate buzz and turn event conversations into podcast content

  • Why podcast interviews can give prospects a better reason to show up for meetings

  • How AI and content “slop” are making human connection more important than ever

If you’re heading to a conference or planning your next live event, Casey’s playbook offers simple ways to turn the conversations happening around you into meaningful relationships, content, and opportunities.

🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market.

Connect with Casey:

LinkedIn: linkedin.com/in/caseycheshire

Website: ringmaster.com

Ways to Tune In:

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  • Apple Podcasts:

Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

]]><![CDATA[Breakout Room Extravaganza: Takeaways from our July CTM Event]]>https://www.connecttomarket.com/p/breakout-room-extravaganza-takeawayshttps://www.connecttomarket.com/p/breakout-room-extravaganza-takeawaysFri, 07 Aug 2026 18:40:31 GMTLast week, our community explored how B2B marketers are adapting to a rapidly changing demand generation landscape. From the evolving role of email to the rise of AI-powered discovery, the conversation focused on a fundamental question: how do you actually get in front of the right people when traditional marketing channels are becoming harder to rely on?

Attendees discussed how AI is changing content creation, why generic outreach is becoming easier to ignore, and where marketers are finding meaningful opportunities to build relationships. From AEO and credible discovery to intimate events and peer communities, the discussion centered on creating experiences and content that people genuinely want to engage with rather than simply increasing marketing activity.

💡 5 Key Takeaways on Modern B2B Marketing

1️⃣ Email isn’t dead, but generic outreach is becoming easier to ignore

One of the strongest discussions centered on whether email is still relevant as a marketing channel. While open rates and engagement have declined over the years, attendees agreed that email remains valuable because it provides a direct relationship with prospects and customers.

The bigger challenge is differentiation. When companies are pulling from the same databases and increasingly using AI to generate outreach, inboxes can quickly become filled with messages that look and sound the same. One thoughtful, relevant message can stand out simply because it feels human and specific.

The takeaway: email still works, but sending more emails isn’t the answer. Relevance, differentiation, and giving people a genuine reason to engage matter more than volume.

2️⃣ AI is changing the tip of the spear from outreach to discovery

The conversation around the “tip of the spear” highlighted a major shift in how buyers discover companies. Instead of relying exclusively on cold outreach, marketers can build visibility across the places prospects and AI tools are already looking for answers.

That means creating credible content, earning G2 reviews and PR placements, and building a strong body of owned expertise that can surface when prospects turn to search engines or LLMs with questions. The goal is to become one of the companies that gets discovered before a buyer ever reaches out.

The takeaway: being found before someone knows they need you is becoming an increasingly important part of modern demand generation.

3️⃣ AI can accelerate content, but it shouldn’t create more slop

As AI makes it easier to produce content at scale, marketers are facing a new challenge: how do you use these tools without flooding your audience with content that doesn’t actually say anything?

The discussion highlighted the importance of combining AI with strong foundational work, customer understanding, and genuine subject matter expertise. AI can help marketers figure out what to create and accelerate execution, but the goal should still be impactful content that can be activated across multiple channels rather than simply producing more assets.

The takeaway: the advantage isn’t using AI to create more content. It’s using AI to help create more relevant, differentiated content.

4️⃣ The best events are designed around conversations, not spectacle

Attendees shared several examples of events that successfully created opportunities by focusing on the experience rather than the production value. Dinners, breakfasts, customer gatherings, and small executive events often created stronger conversations than larger events where noise and entertainment made it difficult to connect.

One particularly effective strategy was putting subject matter experts in front of the right audience. When an expert becomes known for a specific topic, attendees are more likely to seek them out after the event and continue the conversation.

The takeaway: a successful event doesn’t need to be flashy. It needs to create the right environment for meaningful conversations with the right people.

5️⃣ Relationships are the real ROI of great events

The strongest event examples weren’t measured solely by attendance. They were designed to bring decision-makers and peers together around shared challenges and create relationships that could continue long after the event ended.

Attendees discussed exclusive executive events, proprietary customer gatherings, and virtual programming that extended relationships between in-person experiences. One example generated 18 opportunities and millions of dollars in potential business, but it required significant investment and a six-month planning cycle.

The takeaway: great events are relationship engines. When you give the right people a valuable reason to connect, peer-to-peer conversations can become more powerful than any traditional sales pitch.

]]><![CDATA[The AI Prompting Masterclass Every Marketer Needs To Hear: Keven Ellison - Episode #59 (RE-AIR)]]>https://www.connecttomarket.com/p/keven-ellison-the-ai-prompting-masterclass-71ehttps://www.connecttomarket.com/p/keven-ellison-the-ai-prompting-masterclass-71eThu, 06 Aug 2026 09:01:49 GMTIn this episode of Connect To Market, host Casey Cheshire welcomes Keven Ellison, Vice President of Marketing at A.I.S., to explore how AI is transforming marketing, content creation, and business systems while still honoring the experience and strategy that drive real results. Keven discusses the rapid advancements in AI and why being proficient in AI is essential for marketers to stay relevant. He shares his journey of learning to prompt effectively and building AI workflows that have drastically increased productivity. The opportunity lies in using AI to scale strategically while keeping messaging aligned with what truly matters to buyers.

He shares why marketers must guide AI tools like a new team member by equipping them with brand knowledge, audience insights, and clear instructions to ensure quality and consistency. From building strong workflows to creating human feedback loops, Keven explains how marketers can accelerate content creation without sacrificing strategy or creativity. He also highlights the future of AI in organizations, predicting the transformation of traditional CRMs and human resource departments into AI-driven systems, and emphasizes the need for marketers to adopt and adapt to AI technologies to lead effectively.

In this episode, we cover:

  • Why marketers must stay ahead of AI trends to remain competitive

  • How to master AI prompts and build scalable workflows

  • How AI is changing the future of work, including CRM and HR systems

  • Why human creativity and business experience remain essential

If you’re a marketing leader looking to leverage AI while strengthening your strategy and creativity, Keven’s insights provide a smart, practical path to modern marketing success.

🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market.

Connect with Keven:

https://www.ais-now.com/

Ways to Tune In:

  • Spotify:

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Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

]]><![CDATA[The Pipeline Wake-Up Call Every B2B Marketer Needs to Hear: Randy Brasche - Episode #58]]>https://www.connecttomarket.com/p/the-pipeline-wake-up-call-every-b2b-marketer-needs-to-hearhttps://www.connecttomarket.com/p/the-pipeline-wake-up-call-every-b2b-marketer-needs-to-hearThu, 30 Jul 2026 09:02:10 GMTWhat if the reason marketing keeps getting sidelined is because marketers are measuring the wrong things?

In this episode of Connect To Market, host Casey Cheshire sits down with Randy Brasche, Chief Revenue Officer at Spot-On, Principal at Adaptive B2B Solutions, and author of “Some Assembly Required,” to explore how marketers can connect to their market by getting close to revenue rather than hiding behind conversions and volume metrics. Brasche argues that marketers must understand pipeline coverage multiples, participate in pipeline calls with confidence, and build strategy around ICP definition, account engagement, and the full customer lifecycle, not just top-of-funnel lead generation. He makes the case that the marketers who earn a seat at the revenue table are the ones who can speak the language of pipeline math and tie their work directly to acceleration, churn reduction, and expansion.

Brasche walks through why most marketers default to volume and conversion metrics that don’t resonate with revenue leaders, and how shifting focus to pipeline multiples and lifecycle engagement changes the entire conversation. He breaks down the math behind pipeline coverage, explains how to identify the 10 percent of your market that is actually in-market at any given time, and shares how intent data and ICP refinement can sharpen targeting. The conversation also dives into the AI balance: Brasche outlines how AI can improve ICP definition, context delivery, and messaging quality at scale, but warns that data cleanliness and human oversight are non-negotiable for accuracy.

In this episode, we cover:

  • Why marketers must learn pipeline coverage math and participate in pipeline calls to earn credibility with revenue leaders

  • How to move beyond volume and conversion metrics to focus on lifecycle engagement, churn reduction, and expansion

  • Using AI to sharpen ICP definition and deliver context at scale while maintaining data cleanliness and human oversight

  • Why personal agency, confidence, and conviction are the most important traits for marketers in the AI era

If you’re a marketing leader who feels disconnected from revenue conversations or unsure how to prove your impact beyond MQLs and conversion rates, Brasche’s pipeline-math framework and revenue-proximity mindset is the playbook you need to change the conversation.

🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market.

Connect with Randy:

Ways to Tune In:

  • Spotify:

  • Apple Podcasts:

Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

]]><![CDATA[What Most B2B Podcasts Get Wrong About Success Metrics: Ryan Becker - Episode #57]]>https://www.connecttomarket.com/p/what-most-b2b-podcasts-get-wronghttps://www.connecttomarket.com/p/what-most-b2b-podcasts-get-wrongThu, 23 Jul 2026 09:00:57 GMTWhat if the biggest threat to your podcast isn’t your audience, but the people inside your own company?

In this episode of Connect To Market, host Casey Cheshire sits down with Ryan Becker, Founder of Intuitive Podcasting, to explore how marketers can connect to their market by treating internal stakeholders as a primary audience and approaching their podcast like a true product. Ryan makes the case that executives, bosses, and clients control the freedom, trust, and resources marketers need to succeed, and that misalignment with these internal players is the fastest path to burnout. He shares why most marketers neglect internal buy-in, how to document tests when leadership insists on a direction, and how to translate marketing work into business value that resonates beyond the marketing department.

Ryan walks through why traditional podcast analytics are fundamentally flawed and argues that success should be defined by the right audience and tangible outcomes like leads, guest conversions, feedback loops, and revenue, not download counts. He reveals how shows with under 500 downloads can generate millions in pipeline and breaks down the most common mistakes companies make when they forget a podcast is a listener-focused product, from self-celebratory milestone episodes to overly promotional content. He also weighs in on why most brands aren’t equipped to run podcast-driven communities or internal podcasts well, and shares his conviction that as AI floods the content landscape, the premium on authenticity, lived experience, and asking questions only you can ask has never been higher.

In this episode, we cover:

  • Why treating internal stakeholders as your first “target market” unlocks the freedom and resources to do your best work

  • How to redefine podcast success around business outcomes instead of flawed download metrics

  • The most common mistakes that turn a listener-focused product into self-serving content nobody wants

  • Why AI is raising the bar on authenticity and the irreplaceable value of lived-experience questions

If you’re a marketing leader struggling to get executive buy-in for your podcast or wondering why your show isn’t driving real business results, Ryan’s framework for aligning stakeholders and building a listener-first product is the playbook you’ve been missing.

🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market.

Connect with Ryan:

Ways to Tune In:

  • Spotify:

  • Apple Podcasts:

Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

]]><![CDATA[Karl Van den Bergh: Confident Positioning Stands Out, Playing It Safe Gets Forgotten - Episode #56]]>https://www.connecttomarket.com/p/confident-positioning-stands-outhttps://www.connecttomarket.com/p/confident-positioning-stands-outThu, 16 Jul 2026 09:02:17 GMTIs your brand losing deals because you sound exactly like every other vendor in the market?

In this episode of Connect To Market, host Casey Cheshire sits down with Karl Van den Bergh, Chief Market Officer of Illumio, to explore how marketers can connect to their market by knowing who they are and leading with authenticity in a noisy, AI-saturated landscape. Karl makes the case that the number-one requirement for market connection is self-awareness, arguing that companies fail when they haven’t crystallized their mission, values, and brand, or when they’re afraid to be who they really are. He explains why clear, consistent positioning is the foundation of effective marketing and how trust is built through genuine differentiation, not trend-chasing.

Karl walks through Illumio’s strategic pivot from technology-led messaging around “micro-segmentation” and “zero trust segmentation” to the simpler, more differentiated value proposition of “breach containment,” sharing early campaign traction and the importance of CEO alignment in making bold positioning shifts stick. He also breaks down how bold, opinionated creative helps brands stand out, why AI can enable one-to-one marketing at scale while amplifying human-to-human experiences, and how resilience, experimentation, and a willingness to “break stuff” are essential for marketers who want to push boundaries and grow.

In this episode, we cover:

  • Why knowing yourself as a company and marketer is the foundation for authentic market connection and trust

  • How Illumio shifted from jargon-heavy positioning to the clear, differentiated message of “breach containment” and the early results it drove

  • Using bold, opinionated creative to cut through a crowded market and make your brand memorable

  • How AI enables one-to-one marketing at scale while keeping human-to-human experiences at the center

If you’re a marketing leader struggling to differentiate in a sea of similar-sounding competitors and looking for a framework to simplify your message, own a category, and lead with authenticity, Karl’s approach to positioning and brand courage is one worth stealing.

🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market.

Connect with Karl:

Ways to Tune In:

  • Spotify:

  • Apple Podcasts:

Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

]]><![CDATA[Melanie Brancaleone: Human Conversations That Drive Event Marketing ROI - Episode #55]]>https://www.connecttomarket.com/p/human-conversations-that-driving-event-marketing-roihttps://www.connecttomarket.com/p/human-conversations-that-driving-event-marketing-roiThu, 09 Jul 2026 09:00:51 GMTAre your trade show leads filling your CRM but starving your pipeline?

In this episode of Connect To Market, host Casey Cheshire sits down with Melanie Brancaleone, Vice President of Marketing at Testkube, to explore how marketers can connect to their market by getting in-person at events, where direct conversations reveal real language, context, and problems that forms and digital channels simply cannot capture. Brancaleone makes the case that the trade show floor is one of the most underrated sources of buyer intelligence, and that the marketers who treat events as listening posts rather than lead-collection stations are the ones who actually move pipeline.

Brancaleone walks through her tactical playbook for working a booth: start with a human warm-up to build rapport, act as a buffer to route true prospects to technical teammates, and listen in on demos, especially when multiple prospects or even customers join, to capture the exact vocabulary buyers use for future campaigns. She draws a sharp distinction between event goals, separating net-new lead generation from advancing in-flight opportunities, and recommends meeting rooms for late-stage deals and founder or executive meetings to accelerate pipeline. She also tackles common event mistakes, advising against parties at large conferences and recommending differentiated plays like breakfasts in Vegas. On swag, she urges teams to prioritize lead quality over volume by tagging “swag only” badge scans and being intentional about giveaways. Post-event, she recommends a fast thank-you email with clear CTAs, immediate BDR follow-up, and long-tail tracking. She closes with a leadership philosophy rooted in measurement, testing, and building a culture that allows failure as a path to learning and improvement.

In this episode, we cover:

  • Why in-person event conversations reveal buyer language, context, and pain points that digital channels and forms cannot capture

  • How to work a booth strategically by warming up prospects, buffering for technical teammates, and listening in on demos to harvest campaign vocabulary

  • Separating event goals between net-new lead generation and advancing in-flight deals, and using meeting rooms and exec meetings to move pipeline

  • Post-event follow-up that works: fast thank-you emails with clear CTAs, immediate BDR outreach, long-tail tracking, and tagging “swag only” scans to protect lead quality

If you are a B2B marketing leader pouring budget into events but struggling to prove ROI or convert badge scans into real pipeline, Brancaleone’s quality-over-volume framework is the tactical reset your event strategy needs.

🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market.

Connect with Melanie:

Ways to Tune In:

  • Spotify:

  • Apple Podcasts:

Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

]]><![CDATA[Melissa Beck: AI Is Changing How Buyers Buy, Is Your Marketing Keeping Up? - Episode #54]]>https://www.connecttomarket.com/p/ai-is-changing-how-buyers-buyhttps://www.connecttomarket.com/p/ai-is-changing-how-buyers-buyThu, 02 Jul 2026 09:00:45 GMTAre your buyers building shortlists with AI before they ever talk to your sales team?

In this episode of Connect To Market, host Casey Cheshire sits down with Melissa Beck, VP of Corporate Marketing at Sumo Logic, to explore how marketers can connect to their market by staying “relentlessly close” to the buyer journey as AI reshapes how prospects discover, research, and decide. Beck makes the case that buyers increasingly use AI tools, communities, peer recommendations, analyst reports, and review sites to form shortlists before engaging any vendor, making AI visibility and presence in the right channels critical for any company that wants to stay in the conversation.

Beck walks through how Sumo Logic is responding, from experimenting with tools like Profound to measure AI visibility to investing in organization-wide AI proficiency through an internal AI marketing summit and collaborative sharing of prompts and projects. She shares practical use cases including using AI for analyst report comparisons and building agents like a “brand guardian” workflow, while emphasizing that human connection and storytelling still matter because people buy from people. Beck also reflects on her path from aspiring journalist to comms and marketing leader, shaped by teamwork, curiosity, and continuous learning.

In this episode, we cover:

  • Why buyers are forming shortlists using AI tools, communities, and peer recommendations before ever engaging a vendor, and what that means for marketing’s role

  • How Sumo Logic measures AI visibility with tools like Profound and why tracking your presence in AI-generated answers is now a marketing priority

  • Building organization-wide AI proficiency through internal summits, collaborative prompt sharing, and practical agent workflows like a “brand guardian”

  • Why human connection and storytelling remain irreplaceable competitive advantages even as AI transforms every other part of the marketing stack

If you’re a B2B marketing leader wondering where your buyers are actually spending time and whether your brand is showing up in the AI-driven research channels that matter, Beck’s framework for staying relentlessly close to the evolving buyer journey is the strategic reset your team needs.

🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market.

Connect with Melissa:

Ways to Tune In:

  • Spotify:

  • Apple Podcasts:

Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

]]><![CDATA[Simon Wilhelm: Active AEO, From Analytics to Content - Lightning Speaker - June 26, 2026]]>https://www.connecttomarket.com/p/simon-wilhelm-active-aeo-from-analytics-to-contenthttps://www.connecttomarket.com/p/simon-wilhelm-active-aeo-from-analytics-to-contentTue, 30 Jun 2026 09:01:40 GMTHow can marketers turn AI search into a reliable source of qualified pipeline instead of just chasing visibility?

Our latest CTM lightning talk featured Simon Wilhelm introducing the concept of Active AEO, a practical framework for moving from analytics to content that actually drives business results. Simon explains why traditional SEO tactics and AI-generated content alone are no longer enough as clicks decline and search continues to evolve. Instead, he emphasizes building content around real customer intent by analyzing sales conversations, social listening, and the questions buyers are actually asking. Drawing from research across thousands of published articles and dozens of enterprise clients, Simon shares why unique, experience-driven content consistently outperforms generic AI content, survives search algorithm updates, and earns visibility in large language models. Rather than optimizing for rankings alone, Active AEO focuses on creating content that leads to the metric that matters most: booked meetings.

In this lightning talk, we cover:

  • Why unique, human-driven content is becoming more valuable as AI search evolves

  • Using sales conversations and social listening to uncover real search intent

  • Building content around bottom-of-funnel prompts that drive qualified pipeline

  • Measuring AEO success through customer attribution and booked meetings instead of visibility alone

Huge thank you to Simon Wilhelm for sharing a practical framework that helps marketers move beyond AI hype and build an Active AEO strategy focused on real customer intent, measurable impact, and pipeline growth.

Connect To Market is where real conversations turn into real strategies. Be a part of an exclusive community of B2B marketing leaders driving growth. We meet monthly on Zoom to tackle current challenges and engage in meaningful breakout discussions. Ready to connect? Get on the list for the next event!

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Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

]]><![CDATA[Active AEO, From Analytics to Content: Takeaways from our June CTM Event]]>https://www.connecttomarket.com/p/active-aeo-from-analytics-to-contenthttps://www.connecttomarket.com/p/active-aeo-from-analytics-to-contentMon, 29 Jun 2026 13:03:22 GMTLast week, our community explored one of the fastest-evolving areas in modern marketing: how Answer Engine Optimization (AEO) moves beyond rankings and into measurable business outcomes. While AI search has quickly become a priority for many organizations, the discussion focused less on theory and more on execution. How do you know where you stand? What content actually gets cited by AI? And how do you measure success beyond impressions and clicks?

From changing search behavior to practical content strategies, attendees unpacked how analytics, customer insights, and structured content are becoming the foundation for visibility inside AI-powered search experiences. Rather than treating AEO as “SEO with a new name,” the conversation centered on building a continuous feedback loop between measurement, content creation, and business impact.

💡 5 Key Takeaways on Active AEO

1️⃣ Traditional search metrics are becoming less reliable indicators of success

One of the strongest themes throughout the session was that marketers can no longer rely solely on clicks and rankings to evaluate content performance. As AI Overviews and conversational search continue reducing click-through behavior, visibility inside answer engines is becoming a meaningful performance indicator in its own right.

The discussion highlighted new success metrics such as AI appearance rates, prompt visibility, branded mentions, and ultimately business outcomes like meetings booked. Rather than asking, “Did someone click?” the more important question is becoming, “Did our expertise become part of the answer?”

The takeaway: as AI increasingly answers questions directly, measurement is shifting from traffic-first reporting toward influence, visibility, and downstream business impact.

2️⃣ The best AEO strategy starts with customer questions, not keywords

Several attendees described moving away from traditional keyword-first planning toward analyzing the real questions customers ask. One recommendation that resonated throughout the discussion was using sales calls, podcast interviews, customer conversations, support tickets, and transcripts to identify recurring questions before creating content.

This aligns with how large language models retrieve information. Rather than matching isolated keywords, they increasingly surface content that directly answers natural-language questions with clarity and authority.

The takeaway: organizations producing content around genuine customer conversations are creating assets that perform better across both traditional search and AI-powered discovery.

3️⃣ Human expertise is becoming a competitive advantage again

The conversation repeatedly returned to one important shift: AI can dramatically accelerate content production, but it cannot replace original expertise. Participants shared workflows where AI handles research, drafting, repurposing, and formatting, while subject matter experts remain responsible for original thinking, validation, and final review.

This reflects broader industry changes. Google has continued emphasizing high-quality, original content through recent search updates, while expanding AI-powered search experiences that prioritize trustworthy sources with demonstrable expertise.

The takeaway: AI scales execution, but original experience, proprietary knowledge, and authentic perspectives remain the inputs that create differentiated content.

4️⃣ Structure matters just as much as substance

One of the more tactical discussions focused on how content should be organized for answer engines. Rather than relying exclusively on long-form articles, attendees explored breaking content into clearly defined sections, direct answers, FAQs, bullet points, summaries, and logical internal linking that reinforces topical authority.

The goal is not simply writing more content. It is making expertise easier for both humans and AI systems to understand, retrieve, and reference accurately.

The takeaway: content that is easy to scan, logically organized, and built around specific questions gives answer engines more opportunities to surface your expertise.

5️⃣ AEO is becoming an ongoing operating system, not a one-time optimization project

Perhaps the biggest mindset shift discussed was treating AEO as a continuous process instead of a publishing checklist. The framework presented throughout the session emphasized repeatedly measuring visibility across AI platforms, identifying content gaps, creating new content based on those findings, and monitoring how visibility changes over time.

Several attendees also shared increasingly sophisticated workflows where AI assists with competitive analysis, content gap identification, research, drafting, and distribution, while humans remain responsible for strategy and quality control.

The takeaway: organizations seeing the strongest results are building continuous measurement and iteration into their content strategy rather than viewing AEO as a single optimization initiative.

]]><![CDATA[Anne Murlowski: How to Personalize B2B Marketing Without Being Creepy - Episode #53]]>https://www.connecttomarket.com/p/how-to-personalize-b2b-marketing-without-being-creepyhttps://www.connecttomarket.com/p/how-to-personalize-b2b-marketing-without-being-creepyThu, 25 Jun 2026 09:01:23 GMTWhat if the key to better marketing isn’t more automation but more empathy?

In this episode of Connect To Market, host Casey Cheshire welcomes Anne Murlowski, VP of Marketing at Claravine and Host of the SaaSy podcast, to explore how marketers can connect to their market by focusing on individuals, not just companies or personas. Anne makes the case that in an AI-driven “do more with less” environment, the most effective messaging ties directly to a buyer’s personal pain points, goals, and career motivators. She explains why account-level assumptions are easier but far less effective, and why narrowing your focus to a small set of high-fit accounts and partnering closely with sales is the real unlock for authentic personalization.

Anne walks through practical tactics for researching buying committees without crossing the line, including summarizing a prospect’s public LinkedIn activity with private AI tools, active listening for personal details, and thoughtful follow-up that builds trust instead of triggering alarm bells. She also dives into why clean marketing data is essential for reliable reporting and better AI outputs, shares how podcasting can be a powerful relationship-building tool beyond just content, and reveals the learning sources that keep her sharp, from LinkedIn thought leaders to curated Substacks.

In this episode, we cover:

  • Why focusing on individual buyers instead of company-level personas drives stronger engagement and advocacy

  • How to research prospects authentically using AI tools and active listening without being creepy

  • The critical role clean marketing data plays in powering reliable reporting and AI-driven personalization

  • Why narrowing your target account list and partnering with sales unlocks more effective outreach

If you’re a marketing leader looking to cut through the noise of generic outreach and build real connections with buyers in an increasingly automated landscape, Anne’s approach to empathy-driven, data-informed personalization is a playbook worth adopting.

🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market.

Links:

Ways to Tune In:

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Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

]]><![CDATA[Tim Hillison: The 4S Go-to-Market Framework: State, Scale, System, Signal - Episode #52]]>https://www.connecttomarket.com/p/the-4s-go-to-market-frameworkhttps://www.connecttomarket.com/p/the-4s-go-to-market-frameworkThu, 18 Jun 2026 09:02:23 GMTWhat happens when AI can replicate your marketing overnight, and your competitors sound exactly like you?

In this episode of Connect To Market, host Casey Cheshire sits down with Tim Hillison, Founder and Chief Marketing Officer of Entry Point 1, to explore how companies can connect to their market by building defensible advantage as AI accelerates output and risks turning every brand into a commodity. Hillison argues that the smartest companies hire storytellers over playbook followers, and poses a powerful guiding question: what would your customers lose if they couldn’t do business with you?

Hillison introduces his “Four S” framework for building lasting competitive moats. He breaks down State (owning the language around a problem before anyone else, citing Samsara and Gong), Scale (compounding data that improves with every customer interaction, citing Vertiv and Duolingo), System (making your product so embedded in how customers work that leaving means reorganizing everything, citing Rippling and Stripe), and Signal (building data intelligence that explains why customers buy, stay, and expand, citing Harvey and Datadog). He also tackles the ethical implications of “AI-first” layoffs and urges leaders to be intentional about prioritizing human relationships even as they adopt new technology.

In this episode, we cover:

  • Why naming the problem first and owning the category language is the most underrated competitive advantage in B2B

  • How compounding data and customer interaction loops create scale moats that competitors can’t shortcut

  • Building system stickiness so deep that switching costs protect your business better than any feature ever could

  • Using signal intelligence to understand not just what customers do, but why they buy, stay, and expand

If you’re a marketing leader navigating the pressure of AI-driven commoditization and looking for a strategic framework to build real, defensible differentiation, Hillison’s Four S model is a recipe worth studying.

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Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

]]><![CDATA[Phill Keaney-Bolland: How to Be Remembered for Your Brand, Not Just Your Stunt - Episode #51]]>https://www.connecttomarket.com/p/how-to-be-remembered-for-your-brand-not-just-your-stunthttps://www.connecttomarket.com/p/how-to-be-remembered-for-your-brand-not-just-your-stuntThu, 11 Jun 2026 09:01:55 GMTIs your cybersecurity marketing failing because you’re trying to say too much to too many people?

In this episode of Connect To Market, host Casey Cheshire sits down with Phill Keaney-Bolland, Co-Founder of Yaya and a brand and design strategist specializing in cybersecurity, to explore how marketers can connect to their market by doing less and getting radically clearer on the fundamentals. Phill argues there is no single hack for better market connection. Instead, leaders need to return to the basics: crisp alignment on target audience, niche, differentiation, and value proposition, something many companies only realize they lack when forced to commit to one message on a website, ad, or trade show booth.

Phill walks through why website projects are the ultimate alignment test, revealing that most stall not because of design or development but because teams cannot agree on content and messaging. He shares how effective positioning requires genuine empathy and real customer input, citing an example of a company’s practice of speaking with 200 target customers before locking in their messaging. The conversation also dives into why cybersecurity marketing is uniquely noisy and competitive, from the RSA spectacle to the flood of AI-driven startups, and why bold, coherent messaging with a clear through-line is the antidote. Phill also shares his entrepreneurial origin story, early failures, and belief that non-linear learning and embracing mistakes are essential to building something meaningful.

In this episode, we cover:

  • Why “doing less” and returning to fundamentals like audience, niche, and value proposition is the fastest path to marketing clarity

  • How website projects expose hidden misalignment on messaging, and why content, not design, is what stalls most builds

  • The power of talking to 200 target customers before locking in positioning, and why empathy beats assumptions every time

  • What makes cybersecurity marketing uniquely difficult and how bold, coherent messaging cuts through the noise of RSA spectacles and AI startup hype

If you’re a B2B marketing leader in cybersecurity or any crowded category struggling to differentiate when everyone sounds the same, Phill’s “do less, get clearer” framework is the reset your messaging strategy needs.

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Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

]]><![CDATA[Simon Wilhelm: You've Mastered GEO, But Have You Mastered LLMs & HLLMO? - Episode #50]]>https://www.connecttomarket.com/p/youve-mastered-geo-but-have-you-mastered-llms-and-hllmohttps://www.connecttomarket.com/p/youve-mastered-geo-but-have-you-mastered-llms-and-hllmoThu, 04 Jun 2026 09:02:06 GMTWhat if the AI answers your buyers trust are already ignoring your brand?

In this episode of Connect To Market, host Casey Cheshire sits down with Simon Wilhelm, Co-Founder of SCAILE Technologies to explore how companies can connect to their market by showing up where buyers are actually looking: inside the answers generated by ChatGPT, Perplexity, and Google AI Overviews. Wilhelm’s core thesis is counterintuitive: to win with AI, you need to “be more human and make mistakes,” creating unique, valuable content that LLMs want to cite rather than churning out generic AI-generated filler.

Wilhelm draws a sharp distinction between AEO (Answer Engine Optimization, focused on appearing in AI-generated summaries and answers) and GEO (Generative Engine Optimization, a broader cross-functional competency that aligns marketing, sales, customer success, and product around a unified value proposition across platforms). He walks through a practical workflow: gather FAQs from sales and support, map buyer intent, pull competitor and community questions into a data lake, generate bottom-of-funnel prompts, test them across multiple LLMs, then publish structured content both on-site and off-site on platforms like Reddit and YouTube. Wilhelm notes that GEO results can appear in as few as 6 to 14 days, warns that mass AI-generated content without real value or EEAT signals can trigger Google spam updates, recommends refreshing existing content before creating new pages, and shares tactical tools including Bing Webmaster Tools for AI query visibility and Google Analytics for tracking AI crawler traffic.

In this episode, we cover:

  • Why “being more human” is the counterintuitive key to getting cited by LLMs, and how unique, imperfect content outperforms polished AI-generated filler

  • The critical difference between AEO (appearing in AI answers) and GEO (a company-wide competency aligning teams and platforms around a unified value proposition)

  • A step-by-step workflow for building a “question lake” from sales calls, support tickets, and community forums to generate content LLMs actually pull from

  • How to measure AI visibility using Bing Webmaster Tools and Google Analytics AI crawler data, and why refreshing existing content beats mass-publishing new pages

If you’re a B2B marketing leader watching your organic traffic decline as AI answers replace clicks, Wilhelm’s GEO framework is the playbook for making sure your brand is the one getting cited, not your competitor.

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Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

]]><![CDATA[Eric Robertson: Why CLV Beats Personas for Smarter Marketing Spend - Episode #49]]>https://www.connecttomarket.com/p/why-clv-beats-personas-for-smarter-marketing-spendhttps://www.connecttomarket.com/p/why-clv-beats-personas-for-smarter-marketing-spendThu, 28 May 2026 09:02:03 GMTWhat if the “average customer” your marketing targets doesn’t actually exist?

In this episode of Connect To Market, host Casey Cheshire sits down with Eric Robertson, Head of Partnerships & Sales at Theta, to explore why building marketing strategies around average customer personas and demographic trivia leads teams to waste budget on the wrong people. Robertson makes the case that customers vary dramatically in value, following Pareto’s rule, and that marketers who want to connect to their market need to stop treating spend as a budget line item and start treating it as capital deployed to buy future cash flows from their highest-value relationships.

Robertson breaks down customer lifetime value (CLV) as the present value of expected net cash flows from an individual customer relationship, drawing a sharp distinction between CLV and the historical, blended LTV metrics most teams rely on. He walks through Theta’s practical approach using behavioral data, specifically RFM (recency, frequency, monetary value), to model retention and value at the individual level, showing how these outputs inform smarter offers like avoiding discounts for full-price buyers and improve allocation across acquisition and retention. Robertson also addresses the role of AI in predictive analytics, noting that it amplifies capability but cannot ignore changing conditions like seasonality or market shocks, and shares his career journey along with advice for marketing leaders: keep learning, partner with finance, and “if you’re the smartest person in the room, leave the room.”

In this episode, we cover:

  • Why marketing to the “average customer” wastes budget and how Pareto’s rule reveals the customers actually worth investing in

  • How CLV differs from historical LTV and why treating marketing spend as capital deployed to buy future cash flows changes allocation decisions

  • Using RFM (recency, frequency, monetary value) behavioral data to model individual customer retention and value without relying on demographics

  • Where AI amplifies predictive analytics and where it falls short when conditions like seasonality or market shocks shift the landscape

If you’re a B2B marketing leader still building strategy around blended averages and demographic personas, Robertson’s CLV-first framework is the wake-up call to start treating your customer base like a portfolio and investing where the returns actually are.

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Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

]]><![CDATA[George Smith: Human Connection Is the Only Marketing AI Can't Fake - Episode #48]]>https://www.connecttomarket.com/p/human-connection-is-the-only-marketing-ai-cant-fakehttps://www.connecttomarket.com/p/human-connection-is-the-only-marketing-ai-cant-fakeThu, 21 May 2026 09:02:20 GMTIf everyone is using AI to create content, what actually makes your brand stand out?

In this episode of Connect To Market, host Casey Cheshire sits down with George Smith, Community Engagement Manager at Rewst, to explore how marketers can connect to their market by doubling down on what AI cannot replicate: genuine human connection. Smith argues that as AI-generated content becomes noisier and easier to spot, the competitive advantage shifts to marketers who listen deeply, slow down, and make customers and communities feel heard and valued rather than processed through a funnel.

Smith shares practical ways to build those human touchpoints, from picking up the phone for relationship check-ins unrelated to tickets or renewals, to capturing personal details that show customers they matter beyond the transaction. He illustrates the power of plain-language communication with an RFP pitch that was saved by focusing on timelines, budget, risk, and commitment rather than technical jargon. Smith then breaks down what makes community work, explaining that it succeeds when it is genuine, non-transactional, and built around shared interests, citing Rewst’s Discord community and the Flow Conference as examples of in-person and digital spaces where real connection drives loyalty and advocacy.

In this episode, we cover:

  • Why AI-generated noise is making human connection the new competitive moat for marketers

  • How simple, non-transactional touchpoints like phone check-ins and personal detail capture build lasting customer relationships

  • Translating technical solutions into plain language to win over decision-makers who care about timelines, budget, and risk

  • What separates thriving communities from dead ones, and why genuine, shared-interest spaces like Rewst’s Discord and Flow Conference drive real loyalty

If you’re a B2B marketing leader watching AI flood every channel with sameness and wondering how to cut through, Smith’s playbook for human-first marketing and community building is the differentiation strategy no algorithm can replicate.

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Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

]]><![CDATA[Making Your CEO a Thought Leader That Gets Heard: Takeaways from our May CTM Event]]>https://www.connecttomarket.com/p/making-your-ceo-a-thought-leaderhttps://www.connecttomarket.com/p/making-your-ceo-a-thought-leaderMon, 18 May 2026 19:37:26 GMTLast week, our community explored a topic that many companies know matters but still struggle to execute well: executive thought leadership. What started as a discussion about helping CEOs build visibility quickly expanded into conversations around consistency, executive buy-in, storytelling, ROI, and the growing importance of authentic human perspectives in an AI saturated market.

From tactical execution challenges to broader conversations about trust and credibility, marketing leaders unpacked what makes executive thought leadership resonate, what causes programs to stall internally, and why the companies seeing traction are treating it as a long-term brand strategy instead of a short-term content initiative.

💡 5 Key Takeaways on Executive Thought Leadership

1️⃣ Thought leadership only works when it is rooted in a real point of view

Across discussions, one theme was clear: thought leadership is not just executives posting content more often. Participants consistently described strong thought leadership as sharing a unique perspective, helping audiences understand industry change, and talking about customer problems without overtly selling. The strongest executive voices are the ones who consistently teach, challenge, or clarify something meaningful.

There was also broad agreement that effective executive thought leadership stays closely tied to the company’s purpose and positioning. Generic commentary and trend chasing rarely stand out. The executives who break through are the ones who can clearly communicate what they believe and why it matters to their audience.

The takeaway: audiences can quickly tell the difference between content created to promote and content created to genuinely provide value. The strongest executive voices consistently offer insight people cannot easily get elsewhere.

2️⃣ Executive buy-in is usually the biggest challenge

A recurring challenge throughout the discussion was that getting executives to consistently participate in thought leadership efforts is difficult for reasons that go beyond scheduling. Some leaders dislike being on camera. Others feel uncomfortable being publicly visible or vulnerable. Several attendees also pointed out that many executives struggle to see a direct connection between thought leadership and measurable business outcomes.

Timing emerged as another major factor. Participants noted that organizations often have the easiest time building executive thought leadership habits early, especially during earlier growth stages before calendars become overloaded and routines become fixed.

The takeaway: successful executive thought leadership programs depend heavily on understanding what motivates individual leaders and making participation feel strategically valuable and manageable.

3️⃣ Consistency matters more than polish

If there was one operational theme repeated throughout the discussion, it was consistency. Multiple attendees acknowledged that most executive thought leadership efforts fail not because leaders lack expertise or strong ideas, but because publishing becomes inconsistent. Content slows down, competing priorities take over, and momentum disappears before audiences ever associate executives with a recognizable point of view.

Several participants shared practical ways to maintain consistency, including committing to one flagship content piece each week, repurposing ideas across multiple channels, and carrying themes through several formats instead of treating every post as standalone content.

The takeaway: thought leadership compounds over time. Repetition and sustained visibility build trust far more effectively than occasional bursts of activity.

4️⃣ The hardest part is translating expertise into narrative

One particularly interesting discussion centered around highly technical executives and the challenge of helping them communicate strategically instead of tactically. Several marketers described situations where CEOs defaulted into discussing product features and technical details instead of framing broader market narratives audiences could connect with.

For complex industries especially, attendees emphasized that executive thought leadership starts with translating what makes a company valuable into a clear and accessible narrative. Once that narrative exists, formats like podcasts, webinars, videos, and LinkedIn posts become much easier to execute consistently.

The takeaway: executives rarely lack expertise. The bigger challenge is helping them shape that expertise into stories and frameworks audiences can quickly understand and remember.

5️⃣ Authentic executive perspectives are becoming more valuable in the AI era

A broader undercurrent throughout the conversation was growing fatigue around low quality AI generated content and repetitive messaging. Several attendees pointed out that as more organizations automate content production, audiences are becoming increasingly sensitive to generic language and recycled insights.

That shift is making authentic executive thought leadership more valuable as a trust signal. Participants connected this directly to SEO, AEO, and discoverability trends, noting that buyers are increasingly looking for recognizable voices and real expertise instead of faceless brand content.

The takeaway: AI may accelerate content creation, but authentic human perspective is becoming a stronger differentiator. The companies building trust fastest are the ones consistently putting real expertise and recognizable voices into the market.

]]><![CDATA[Brian C. Reed: How Community Storytelling Builds Brands That Stand Out In The AI Era - Episode #47]]>https://www.connecttomarket.com/p/how-community-storytelling-builds-brands-in-the-ai-erahttps://www.connecttomarket.com/p/how-community-storytelling-builds-brands-in-the-ai-eraThu, 14 May 2026 09:01:47 GMTDoes AI make every brand sound exactly the same?

In this episode of Connect To Market, host Casey Cheshire sits down with Brian C. Reed, Chief Market Officer at Corsha and veteran B2B tech marketing executive, to explore why marketers who lean on AI for differentiation are actually flattening their messaging into sameness, and how authentic, human storytelling rooted in community is the real engine for memorability and brand preference. Reed makes the case that AI is essential for speed and analytics but cannot replace the kind of stories that come from, flow through, and are amplified by real communities, giving marketers a powerful framework to connect to their market in ways algorithms simply cannot replicate.

Reed walks through the sources of strong stories, from founder origin narratives to practitioner communities, drawing on examples ranging from Mad Men-era advertising and Steve Jobs’ MacBook Air launch to modern standouts like All Day DevOps, OWASP, and Wiz’s memorable RSA presence. He explains how community-led evangelism helps grow credibility, why communities fail when vendor pitching overwhelms peer value, and how organizations like CMO Coffee Talk and the Cybersecurity Marketing Society model authentic community building. Reed also shares his own career journey from engineering to product marketing and offers advice on learning business mechanics beyond building technology.

In this episode, we cover:

  • Why AI “flattens” marketing messaging into sameness and where human storytelling becomes the true competitive advantage

  • How to source authentic stories from founder origins and practitioner communities that build lasting brand preference

  • The three paths to community building and what separates vendor-proof communities from ones that collapse under self-promotion

  • Lessons from Reed’s engineering-to-marketer career arc on understanding business mechanics to become a more effective marketing leader

If you’re a B2B marketing leader wrestling with how to stand out when every competitor has access to the same AI tools, Reed’s community-first storytelling framework offers a differentiation playbook that no algorithm can copy.

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Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

]]><![CDATA[David Kosloski: Stop Prompting, Start Building AI Systems That Scale - Episode #46]]>https://www.connecttomarket.com/p/stop-prompting-start-building-ai-systemshttps://www.connecttomarket.com/p/stop-prompting-start-building-ai-systemsThu, 07 May 2026 09:00:44 GMTWhat if the real threat to your marketing isn’t falling behind on AI, but not having the systems to use it?

In this episode of Connect To Market, host Casey Cheshire sits down with David Kosloski, VP of Marketing at SNUC and host of the Edge Tech Podcast, to explore how marketers connect to their market by building experience, expertise, authority, and trust before chasing tools or tactics. David makes the case that in emerging categories like edge computing, relationships and problem-solution expertise consistently outperform product specs, and that the marketers who win are the ones who start with content and customer insight rather than keyword lists.

David walks through his approach to building authority in a new market, from launching podcasts and conducting customer interviews to creating mind maps and repurposing content across formats. He then dives into his perspective on AI, arguing that it won’t save teams that lack strong systems, management discipline, and the ability to pressure-test their own work. He shares his framework for agentic workflows, breaking down the difference between skills and agents, the importance of validation loops and structured data (RAG), and how voice-first input is reshaping his personal productivity. He also reflects on his unconventional path from touring music and healthcare into marketing leadership, and shares his take on AI’s impact on jobs and the SaaS landscape.

In this episode, we cover:

  • Why E-E-A-T (experience, expertise, authority, trust) matters more than product specs when marketing in emerging categories

  • How to build market authority from scratch using podcasts, customer interviews, and content repurposing

  • Why AI amplifies existing systems instead of replacing them, and how to build agentic workflows with validation loops

  • Using voice-first input and a “second brain” RAG approach to unlock personal productivity with AI

If you’re a B2B marketing leader navigating a new or technical category and wondering how to layer AI into your workflow without losing the human judgment that makes your marketing credible, David’s systems-first framework is the reality check you need.

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Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

]]><![CDATA[Aaron Bean: Arm Your Buyer Champion to Win CFO Approval - Episode #45]]>https://www.connecttomarket.com/p/arm-your-buyer-champion-to-win-cfo-approvalhttps://www.connecttomarket.com/p/arm-your-buyer-champion-to-win-cfo-approvalThu, 30 Apr 2026 09:01:37 GMTWhat if your biggest competitor isn’t another vendor, but your buyer’s fear of making the wrong decision?

In this episode of Connect To Market, host Casey Cheshire sits down with Aaron Bean, Co-Founder and Head of Go-to-Market at Supercase.ai, to explore why the most dangerous competitor in B2B isn’t a rival product, but buyer indecision. Aaron makes the case that marketers need to connect to their market by focusing on the late-stage buyer journey, equipping champions to win the internal sale in a room the seller will never be in, especially when the CFO starts asking what the problem is costing and why it can’t be fixed internally.

Aaron shares research showing 61% of deals are lost to indecision and breaks down the three options every buyer weighs: do nothing, build, or buy. He walks through a framework for building decision confidence by quantifying the cost of inaction, creating CFO-credible business cases, and mapping internal advocacy moments into the buyer journey. He also introduces tracking “business case attach rate” as a leading indicator of deal health, and shares lessons from his background in philosophy, entrepreneurship, and global go-to-market work at Lenovo.

In this episode, we cover:

  • Why 61% of B2B deals are lost to buyer indecision, not competitors, and how to fight back

  • How to arm buyer champions with CFO-credible business cases that quantify the cost of doing nothing

  • Adding internal advocacy moments to your buyer-journey map so champions aren’t left unsupported

  • Tracking “business case attach rate” as a leading indicator of deal confidence and close rates

If you’re a B2B marketing leader watching qualified deals stall in committee and losing to “no decision,” Aaron’s framework for building decision confidence and arming your buyer champions is the playbook you’ve been missing.

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Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

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