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In this episode of OnBase, host Chris Moody sits down with Chelsea Wells to discuss how AI is reshaping the future of demand generation, campaign creation, and attribution. Chelsea shares practical insights from her role at MasterControl, how clean, accessible data powers scalable, high-quality campaigns and how marketers can balance automation with creativity to stand out in a crowded digital landscape.From solving data challenges to embracing multi-touch attribution, Chelsea explains how she’s redefining what effective ABM looks like today. She also shares a behind-the-scenes look at a successful one-to-few ABM campaign that leveraged both digital and physical tactics, achieving rapid funnel movement and opportunity creation.Whether you’re navigating the complexities of AI adoption or rethinking your attribution models, this episode offers an actionable roadmap for marketers aiming to stay ahead of the curve.Key TakeawaysData quality drives AI success. AI is only as strong as the data it learns from. Clean,

In this episode of OnBase, host Chris Moody sits down with Jasmeet Sawhney to explore what it means to lead marketing in an AI-driven world. Jasmeet shares his unconventional journey from engineer to marketing executive, emphasizing how technical fluency and creativity are now inseparable in leadership roles.They dive deep into the evolving responsibilities of marketing leaders, how AI is reshaping strategy, execution, and team structures, and why the biggest risk is failing to evolve. From scaling personalization to rethinking attribution and ROI, Jasmeet offers a candid and forward-looking perspective on how leaders can guide their teams through this transformation.This episode is a must-listen for marketing, sales, and business leaders navigating the AI revolution and seeking actionable insights for long-term success.Key TakeawaysAI is no longer optional: AI is no longer a buzzword, it’s a business necessity. Marketing leaders must integrate it across every function, from data analytics to customer engagem

In this episode of the OnBase Podcast, host Chris Moody sits down with Craig Abramson of Workday to discuss how data quality, timing, and automation shape the future of account-based marketing (ABM) and experience (ABX).Craig’s story, starting as a content writer, evolving through startup marketing, and now running enterprise-level ABX programs at Workday, offers a rare view into how strategy scales with data maturity. From early experiments targeting QuickBooks users to Workday’s global predictive engagement models, Craig breaks down how precision targeting drives faster deals, cleaner funnels, and measurable growth.Key TakeawaysData quality is the foundation “Garbage in, garbage out” isn’t a cliché, it’s a law. Whether at a startup or Workday, the success of ABM hinges on accurate, verified, and purposeful data. A bad contact record can derail an entire funnel.Timing is the game-changer Intent data and predictive scoring help pinpoint the exact moment an account is ready to engage. Craig’s own campaign once

In this OnBase episode, host Chris Moody reconnects with marketing visionary Jon Miller for a deep dive into the evolution of B2B marketing and the transformative role of artificial intelligence in shaping the future of go-to-market strategy.Jon shares his remarkable journey, from studying physics to co-founding Marketo and Engagio, joining Demandbase, and now launching his next venture at the cutting edge of AI. He reflects on the lessons learned from past technology revolutions, drawing parallels between the early internet era and today’s AI boom.Listeners gain an inside look at how AI is fundamentally changing both software innovation and buyer behavior, why marketers must shift from quantity to quality-driven personalization, and what it takes to build organizations that thrive in an AI-first world.This episode is packed with insights for anyone navigating marketing’s AI transformation, from creative storytellers to data-driven tacticians.Key TakeawaysThe Biggest Shift Since the Internet AI isn’t just ano

In this OnBase Podcast episode, host Chris Moody sits down with Brynna Self to unpack how Hexagon SIG moved from “running ads to accounts” to a true account-based GTM—and what changed when they adopted Demandbase as their shared sales–marketing system of record. Brynna details the journey from agency days to client-side leadership, why data discipline beats “order-taking,” and how a North America pilot became the blueprint for global rollout. They cover what actually fixes sales–marketing silos (hint: shared facts beat opinions), why clean CRM + intent + journey data created pull from sales, and how one-to-one onboarding for reps, weekly pipeline rituals, and regional frameworks turned ABM from theory into closed-won outcomesKey takeawaysData-driven transformation is the foundation of growthHexagon’s marketing evolution began with a cultural shift toward analytics and measurable outcomes. By implementing KPIs and attribution models, Brynna’s team moved from intuition-based decisions to data-backed strategy, a

In this episode of OnBase, host Paul Gibson sits down with Callum Brodie to explore the evolution of content marketing in B2B and why every brand today needs “content with a pulse.” Drawing on his unique background in journalism, Callum explains how storytelling, empathy, and a genuine understanding of the audience’s “why” can help brands build trust and long-term relationships.The conversation dives into the shift from promotional messaging to value-driven narratives, the importance of human stories in corporate content, and how to sustain momentum in audience-first marketing. Callum also discusses how AI is reshaping creative industries and how to balance automation with human creativity.Listeners will gain practical insights into building brand trust, uncovering authentic stories, and fostering a “drumbeat” approach to content that resonates with customers across every stage of the funnel.Key TakeawaysTrust is the foundation of engagement Before driving conversions, brands must earn audience trust through

In this episode of The OnBase Podcast, host Chris Moody dives deep with Vincent DeCastro to unpack one of the most dramatic shifts in marketing history: the rise of zero-click search and AI-driven buyer journeys.They explore how generative AI tools like ChatGPT, Perplexity, and Claude are transforming how buyers discover and evaluate solutions, often without ever visiting a brand’s website. Vincent shares how this new reality is disrupting search, reshaping ABM, and forcing marketers to collapse silos between brand, demand, and content functions to stay relevant.From the death of traditional SEO to the new rules of visibility in the age of AI, this episode offers a masterclass on how marketers must evolve to survive and thrive in a post-click world.Key TakeawaysZero-Click Search Has Changed the GameGenerative AI is now giving users answers directly in the results — before they ever reach your site. That means impressions go up while clicks go down, creating a new paradox that marketers must understand and add

In this episode of OnBase, host Chris Moody sits down with Madhup Mishra to explore how AI is collapsing traditional go-to-market funnels and reshaping product marketing as we know it. From redefining buyer journeys to measuring real engagement, Madhup offers a candid, strategic look at what it takes to win in an AI-driven world.He shares his philosophy of “clarity through confusion,” explains how product marketing has evolved from storytelling to enablement, and offers insights into building trust and advocacy with increasingly skeptical, data-driven buyers.Listeners will come away with a modern blueprint for product launches, buyer enablement, and authentic community building, all while balancing automation with the human touch.Key TakeawaysAI is Collapsing the Funnel: Traditional marketing funnels are giving way to nonlinear, AI-powered buyer journeys, where time-to-value and hands-on validation matter more than nurture sequences.Product-Led Growth is Accelerating: Buyers expect to experience value immedia

In this episode, host Paul Gibson talks with Meta Karagianni about the critical shift toward a client-led go-to-market strategy. Meta shares powerful insights from her recent study of over 100 global CMOs, revealing their top priorities and challenges for 2025. This discussion is a masterclass for any leader looking to move beyond siloed functions and build a truly unified, client-centric organization.Meta provides a clear, actionable framework for success. The conversation covers everything from defining your North Star to developing the right skills within your team. You will learn why optimizing for audiences is more important than optimizing for channels and how to prove marketing's value as a driver of profitable growth, not just a cost center. This is your playbook for building a GTM strategy that wins.Key takeawaysClient-centricity is non-negotiable The most successful, high-growth companies are the ones that infuse client-centricity across all go-to-market functions—sales, marketing, product, and

This episode of the OnBase Podcast dives headfirst into the seismic shifts transforming the marketing landscape. Host Paul Gibson sits down with Fiona Shepherd to discuss the "change imperative", the urgent need for marketing leaders to reinvent their strategies, structures, and mindsets for 2026 and beyond. This isn't just another conversation about AI; it's a strategic look at how generative AI, shifting buyer behaviors, and new organizational models demand a complete overhaul of the go-to-market playbook.Fiona makes a powerful case for bravery, collaboration, and a renewed focus on revenue. She explains why the traditional funnel is broken, why sales and marketing must finally achieve true alignment, and how to retrain your entire organization to thrive in this new world. This episode is your guide to navigating the chaos and leading your team with confidence.Key takeawaysMarketing is a profit centerStop thinking of marketing as a cost. It is the lifeblood of the organization, driving rev

Demandbase CEO Gabe Rogol hosts a critical conversation with Craig Miller of AWS to tackle the seismic shifts reshaping the advertising landscape. They dive into how generative AI and LLMs are fundamentally disrupting digital advertising, from the very definition of context to the future of SEO and SEM. The discussion moves beyond the hype to identify the AI use cases that are delivering real outcomes for marketers right now.This episode is essential for any go-to-market leader navigating this transformation. You'll gain a clear understanding of the blockers holding teams back and the data strategies required to win. Craig provides a visionary yet practical roadmap for embracing the future, ensuring your organization not only survives but thrives in the new era of AI-driven advertising.Key TakeawaysOutcomes Remain the SameDespite rapid technological change, the fundamental goals of marketing—acquiring, retaining, and upselling customers—remain constant. AI is a powerful new tool to achieve these goals mor

In this episode of OnBase, host Paul Gibson sits down with Michelle Wrede to explore how businesses can transform customer reviews into powerful drivers of revenue and trust. Michelle shares her unique career path, why psychology plays such an important role in marketing, and how reviews are often undervalued in B2B.From building credibility to improving internal processes, Michelle outlines practical strategies for embedding reviews into sales and marketing funnels. She emphasizes the importance of timing, emotional vs. functional insights, and how reviews can help reduce internal resistance while creating measurable outcomes in areas like conversion optimization, SEO, and customer retention.The conversation also covers the future of AI in review management, the growing importance of transparency, and why testing and iteration are key for success.Key TakeawaysAuthenticity Matters: Reviews carry an emotional weight and authenticity that case studies often lack—critical in building B2B trust.Leverage Across th

This episode of the OnBase Podcast delivers a masterclass in building modern go-to-market strategies with ABM at their heart. Host Paul Gibson talks with Robert Norum about why a focused, account-based approach is no longer optional for B2B organizations—it's essential. Robert breaks down the journey from traditional, volume-based marketing to a sophisticated, tiered ABM model that aligns the entire organization.The conversation uncovers the most common challenges businesses face when adopting ABM, from securing leadership buy-in to managing expectations and moving beyond outdated MQL metrics. Robert provides a clear roadmap for success, emphasizing that ABM is not just a marketing tactic but a company-wide directive that unites sales, marketing, and customer success into a single, powerful growth engine.Listen to the full episode to gain the confidence and clarity needed to make ABM your primary GTM strategy.Key TakeawaysABM is the Go-to-Market StrategyFor enterprise organizations, ABM should be the cent

This episode of the OnBase Podcast features a compelling discussion with Nick Webb on the power of a modern go-to-market strategy. Host Paul Gibson and Nick explore the challenges of navigating organizational change and the critical shift from high-volume, low-quality lead generation to a targeted ABM/ABX approach. Nick shares the story of how CloudPay transformed its pipeline by moving from "net fishing" to "spear fishing," a move that quadrupled its sales pipeline.The conversation reveals why sales and marketing alignment is non-negotiable and how data-driven decisions provide the confidence needed to make bold changes. Nick details the hurdles, the mindset shifts, and the specific KPIs that were essential to driving this monumental transformation. This episode is a masterclass for any B2B leader looking to build a scalable and effective growth engine.Key TakeawaysQuality Over QuantityGenerating thousands of leads is meaningless if it doesn't translate to pipeline. Focusing on an agr

In this episode of OnBase, host Paul Gibson sits down with Carolina Bräuninger from doinstruct to explore the intricacies of building a winning go-to-market (GTM) strategy. Drawing from her journey in B2B software sales and her leadership in the construction vertical, Carolina shares lessons on industry-focused pods, balancing short-term execution with long-term growth, and how to truly understand customer pain points when scaling into new markets.The conversation covers practical strategies for entering verticals, aligning sales and marketing, and leveraging AI as a productivity booster — while avoiding blind reliance on it. Carolina also sheds light on the unique challenges and opportunities in the construction industry, the value of industry expert interviews, and the importance of authenticity in sales conversations.Key TakeawaysIndustry Context Matters: GTM strategies must be tailored to verticals. Language, lingo, and stakeholder priorities vary drastically across industries.Pods Drive Relevance: Organi

In this episode of OnBase, host Chris Moody is joined by Jonathan Moran from SAS for a deep dive into decisioning in the AI era. Jonathan explains the evolving relationship between enterprise decisioning (rule-based frameworks with governance) and AI-driven adaptive decisioning, and why businesses must strike the right balance to deliver innovation without sacrificing trust or accountability.The conversation explores how organizations can integrate AI decisioning into their customer experience strategies, overcome silos across departments, and build governance frameworks that ensure ethical, explainable, and scalable AI. Jonathan also shares practical examples of modular architectures, insights from SAS research on AI readiness, and his perspective on the future of B2B marketing.This episode is a must-listen for leaders looking to responsibly embrace AI while maintaining brand integrity, compliance, and customer trust.Key TakeawaysBalance AI with Governance: AI decisioning drives agility and adaptability, but

Host Chris Moody sits down with Jillian Lellis to explore how AI is revolutionizing account-based marketing and the critical importance of sales-marketing alignment in modern B2B strategies. The conversation dives deep into the practical challenges of building effective target account lists, the role of AI in account prioritization, and why data quality remains the foundation of successful marketing operations. Jillian shares real-world examples of how her team at Algolia successfully transitioned from SQL-focused metrics to ABX qualified accounts, emphasizing the change management and collaborative processes required for success. The discussion also tackles the balance between leveraging AI for efficiency while maintaining the human creativity and strategic thinking that drives competitive advantage.Listen to discover actionable insights on building unified account strategies and practical approaches to AI implementation in B2B marketing.Key TakeawaysTarget Account List AlignmentSuccess requires early sales

In this episode of OnBase, host Chris Moody sits down with Phil Hernandez and Tina Katic-Michalos to explore how organizations can rethink their go-to-market strategies in the era of AI. They discuss the misconceptions surrounding AI adoption, the critical role of clean data, and how to maintain human connection while embracing automation.Phil and Tina share real-world insights from leading transformations across industries—covering everything from AI-native sales teams to alignment across marketing, sales, and customer success. They also highlight the importance of building customer journeys, experimenting with AI tools, and setting KPIs that truly drive impact.Whether you’re navigating sales enablement, operational alignment, or the chaos of AI-driven change, this episode offers actionable steps to stay ahead.Key TakeawaysAI isn’t a silver bullet: Without clean, structured data, AI only amplifies dysfunction. Human oversight is essential to make it effective.Customer journeys drive alignment: Mapping end-to

In this episode of OnBase, host Chris Moody talks with Scott Neuman, VP of Marketing at Calix, about how broadband providers can move beyond competing on price and speed to deliver personalized, value-driven experiences. Scott shares lessons from his career in advertising, IBM, and Calix, highlighting how data, AI, and “campaigns in a box” empower even small teams to succeed. From proactive customer touchpoints to unconventional ideas like “grandparent gamer” packages, this episode offers practical strategies for redefining marketing in broadband and beyond.Key TakeawaysDon’t Compete on Price & Speed Alone: Broadband must shift from commodity marketing to value-driven offerings like parental controls, security, and ease of use.Positive Touchpoints Matter: Most subscriber interactions are negative (billing, outages). Providers must create proactive, goodwill-building moments.AI + Data = Competitive Advantage: Data-driven insights enable micro-segmentation, predictive problem solving, and tailored offerings

In this episode of OnBase, host Chris Moody talks with Myla Pilao about how brands can remain relevant and resilient in the age of AI. Myla shares her unconventional path into the ICT and cybersecurity industry, and why translating technical narratives into relatable, actionable stories is key to influencing behavior.The conversation explores AI’s role in shifting from transactional to relationship-driven customer experiences, the importance of high-quality data, and strategies for hyper-personalization without crossing privacy boundaries. Myla explains how her team balances automation with creativity, integrates AI responsibly, and aligns global teams around AI-driven processes.Key TakeawaysAI as a Relationship Builder: Moving beyond generic automation to personalized, context-aware customer interactions.Data Quality First: “Garbage in, garbage out” still applies—AI’s success depends on the integrity of your input data.Hyper-Personalization in Action: Tailoring responses and recommendations to specific, high