B2B Marketing: Tomorrow's Best Practices... Today

In part two of our conversation, Hitachi’s CMO shares how even small teams can lead in the age of AI. Whether you’re building executive events, redefining customer engagement, or grappling with your data strategy, this episode delivers clear frameworks, sharp insight, and hard-earned perspective.Arya Barirani returns to break down how to scale enterprise-level lessons into practical action. From the structure of an AI advisory board to the real-world implications of physical infrastructure, he unpacks what it takes to prepare your team—and your tech—for what’s next.📌 Whether you lead a scrappy marketing team or a global operation, this episode helps you think clearly about what matters most—and what to do next.🎧 Find Tomorrow’s Best Practices Today on Apple Podcasts, Spotify, YouTube, and at leadtail.com.-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----0:00 – What You Missed in Part One1:00 – Scaling Executive Events Without Big Budgets3:01 – Why CTOs (Not Sales) Make the Best Dinner Guests5:40 – Rethinking User Conferences and Technical Engagement6:45 – Breaking Down AI: Efficiency vs. Acceleration10:51 – The Challenge of Applying AI to Physical Infrastructure13:01 – How to Build an AI Advisory Board That Actually Helps16:33 – The Hard Truth: No AI Strategy Without a Data Strategy19:29 – What Future Marketing Leaders Will Need to Succeed25:53 – The Third Third: Leadership, Legacy, and Giving Back#b2bmarketing #b2b

Arya Bairani on Transforming a Legacy Brand and Leading Modern B2B Marketing at ScaleHitachi’s brand is globally recognized—but often for the wrong things. In this episode, Arya Bairani, CMO of both Hitachi Americas and Hitachi Digital, joins Clark Newby to break down how he’s reshaping perceptions of a 110-year-old company and applying cutting-edge marketing strategies across $16B in business.From AI transformation and brand reframing to ABM, event strategy, and small-team execution, Arya shares how a lean, modern marketing team can drive measurable business results—without relying on massive headcount or outdated tactics.📌 Arya’s frameworks and strategies aren’t just for enterprise brands. If you’re building or scaling marketing in any high-consideration B2B business, this episode is packed with practical lessons and executive-level perspective.🎧 Available now on Spotify, Apple Podcasts, YouTube, and wherever you listen to your shows.-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----0:00 – What’s Old Is New Again: From Digital to AI Transformation0:57 – Introducing the Dual-CMO Role at Hitachi Americas and Hitachi Digital2:51 – The Challenge of Reframing a Global Legacy Brand5:16 – Erasing Perception: Marketing Without a Blank Slate6:11 – Brand Awareness vs. Account Engagement: The Two-Track Strategy8:55 – Marketing’s Role in Executive-Level B2B Sales10:24 – Why Brand Trust Still Wins in Enterprise Buying Decisions12:49 – How a Lean Marketing Org Powers $16B in Business18:10 – Face-to-Face Isn’t Dead: Reinventing Executive Events21:31 – No Pitches, Just Value: The One-Day MBA Event Format#b2bmarketing #b2b

In this episode of Tomorrow’s Best Practices Today, Cari Jaquet—currently CMO at Normalize (acquired by Proofpoint)—joins us to talk candidly about what it really takes to grow as a marketing leader, navigate shifting company stages, and build high-performing teams. From her early days in demand gen to driving BigPanda’s unicorn run, Cari reflects on the inflection points, missteps, and mindset shifts that shaped her career.We dive into:- The surprising power of “doing the work” in early-stage startups.- How to recognize when your company is truly ready for a CMO.- Building marketing from 2 people to 11 during a crisis—and what changed.- The underrated skill of knowing when to abandon a campaign.- Using AI as a creative partner (not a replacement).- Transitioning from VP to CMO: mentorship, scorecards, and honest reflection.- Why empathy for sales and customers still defines great marketing.Show Notes: 00:00 – Intro: Meet Cari Jaquet01:38 – Career Path: From Demand Gen to CMO05:48 – Matching Marketing Skills to Company Stage10:39 – Building a Marketing Team from Scratch15:25 – Market Timing and the BigPanda Unicorn Run18:26 – Creative Campaigns During COVID24:10 – Field Marketing and High-Touch Campaigns26:28 – When to Hire a CMO vs. Go Fractional33:54 – AI in Marketing: Hype vs. Help41:47 – Life Outside the Zoom Box-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----#b2bmarketing #b2b

What does AI mean for B2B marketing strategy today — and how will it transform it tomorrow? Mark Ogne, Chief Marketing and AI Officer at Kompetently, joins Clark Newby for a deep discussion about how AI is reshaping the “how” and “why” of marketing, campaign design, and workforce development.Mark brings a unique perspective as the founder of Simplexity AI and the ABM Consortium, combining decades of experience in large-scale sales, operational leadership, and go-to-market strategy. In this conversation, he outlines how AI is shifting from a tool for efficiency to a force for effectiveness — and why understanding why you do things will matter more than how you do them in an AI-driven world.Show Notes:00:00 — Introduction: Meet Mark Ogne and His Work Across AI and ABM02:24 — Building a Career of Learning and Adaptation04:52 — The Soft Side of AI: How and Why Strategy Matters07:54 — Effectiveness vs. Efficiency: The Trap of Faster Output10:25 — AI as Iron Man’s Suit: Extending Human Capability13:43 — Wrapping Technology Around the Person, Not Vice Versa17:39 — Custom AI Models for Deeper Business Impact21:46 — Teaching AI to Connect Complex Ideas and Data25:18 — How to Future-Proof Your Career in an AI-Driven World33:59 — Advice for Executives: Organizational Readiness and Soft Skills-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----#b2bmarketing #b2b

🚀 How to Drive Sustainable Growth & Build Strong Customer Relationships | Usha IyerWhat does it take to scale a startup into a thriving enterprise? In this episode of Tomorrow’s Best Practices, host Clark Newby sits down with Usha Iyer, President & Chief Revenue Officer at Hivebrite, to discuss the critical strategies for sustainable growth, customer retention, and product-market alignment. With a background spanning software development, product management, and marketing, Usha shares her 360-degree perspective on leading high-growth organizations.From identifying ideal customers and refining go-to-market strategies to pricing models and the role of AI in customer data, Usha unpacks the lessons she’s learned from scaling startups. She also discusses the importance of customer segmentation, saying “The market will tell you where to focus—if you listen.” Whether you're a startup founder, a SaaS leader, or simply interested in business growth strategies, this conversation is packed with insights you don’t want to miss!Show Notes:00:00 - How to Identify & Attract the Right Customers00:37 - Meet Usha Iyer: CRO of Hivebrite & Growth Expert02:05 - The Growth Mindset: Scaling vs. Sustainability03:25 - Lessons from Startups: When to Pivot & Focus05:00 - The Power of Customer Segmentation & ICP07:10 - Building a Go-to-Market Machine That Works10:00 - How AI & Data Shape Customer Engagement14:40 - Pricing Strategies for Maximum Customer Value18:01 - Customer Onboarding: The Make-or-Break Phase22:44 - Aligning Leadership in a Global Remote Company28:55 - Balancing Data, Emotion & Customer-Centric Culture32:20 - Usha’s Passion for Mental Health & Community Impact-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----#b2bmarketing #b2b

📌 B2B marketing is shifting—are you keeping up? In this episode of Tomorrow’s Best Practices Today, Clark interviews Deb Wolf, CMO of Lookout, about how B2B buying has changed, why AI is transforming go-to-market strategies, and how marketing leaders can stay ahead.With over 35 years in B2B tech and marketing, Deb has led teams at Workday, PeopleSoft, and Mercury Interactive. Now, at Lookout, she’s rethinking marketing’s role in demand generation, AI adoption, and remote team leadership.💡 Key insights from this episode:🚀 Why 80% of B2B buyers initiate contact before sales ever reaches them🧠 How AI is reshaping B2B marketing, from sales enablement to content strategy📊 Why anonymized data still matters—and how to use it effectively🌍 Leading fully remote teams in a post-office worldOne of the biggest shifts? “Buyers are 70% through their decision-making before they even talk to us.” Deb breaks down what this means for go-to-market strategies and how marketing teams need to evolve.Show Notes:0:00 Intro & Guest Introduction1:27 Deb Wolf’s Path to CMO5:00 The Shift in B2B Buying8:16 Rethinking the Sales Funnel14:12 AI’s Impact on B2B Marketing19:16 Navigating Martech & Data Overload24:12 Leading Remote Teams Effectively28:39 Books & Continuous Learning31:34 Final Thoughts & Wrap-Up-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----#b2bmarketing #b2b

Join Omer Gotlieb, CEO and Co-Founder of Salespeak.ai, as he shares how to transform your buyer's journey and create a valuable experience for both buyers and clients in the B2B industry. Learn how to enhance your business and stand out from the competition by crafting a personalized and effective journey for your target audience. Watch now to take your sales game to the next level! ____ CONNECT with us at: Website: https://leadtail.com/ Leadtail TV: https://www.leadtailtv.com/ LinkedIn: https://www.linkedin.com/company/leadtail/ Twitter: https://twitter.com/leadtail Facebook: https://www.facebook.com/Leadtail/ Instagram: https://www.instagram.com/leadtail/ ____

Join Bryan Kramer in this discussion with Kimberly Storin, Chief Marketing Officer at Zayo Group, and Marla Schilling, Senior Manager of Brand and Content Strategy at Zayo Group, as they explore the intersection of B2B, AI, and marketing. Gain valuable insights into adopting AI tools, fostering trust within your team, and keeping human connections central to your marketing strategy in the age of AI everywhere.

Join us in this enlightening conversation with Donovan, a visionary leader from the CMO Council, as he shares his profound insights on the evolution and future of B2B marketing. In this interview, we talk to Donovan about how B2B marketing has changed and how to be successful as a B2B marketer in 2024. Donovan and Bryan cover topics like: The importance of experiential knowledge and insights The challenges and strategies for fostering effective collaboration between marketing and sales teams The roles of generative AI in marketing operations and strategies in 2024 and beyond Show Notes: 00:00 Intro 00:50 What is the CMO Council? 06:23 Has the CMO role fundamentally shifted in the digital age? 10:38 What are the main challenges between marketing and sales? 20:31 Only 22% of CMOs believe their CFO is very willing to collaborate 25:35 Can Generative AI help with the frictions between sales, marketing and finance? 30:00 Conclusion