High Intent explores unfiltered lessons from the frontlines of modern marketing.
Hosted by Justin Rubner, High Intent features interviews with innovators in brand building, demand generation, sales conversion and beyond.
- Why are CMOs disappearing?
- What behavioral science principles can marketers employ to ensure better conversions?
- How should a new marketing leader scale an early-stage company?
- How can we get sales reps to follow through on cold MQLs?
... These are just some of the topics we explore.
About your host: Justin has spent his marketing career building and scaling marketing programs — for tech startups and Fortune 500 companies ranging from NCR to CoStar Group. He also was a brand strategist for the Air National Guard.
A former business reporter, Justin brings positioning and storytelling front and center to his approach to ensure clarity, pipeline growth and long-term brand equity.
Around 60% of growth hires fail in the first 18 months. According to Catherine Gutierrez, the lack of a growth system is Culprit no. 1. After all, it’s not a stretch to say that asking a person to carry missing business strategy and little customer insight and transform that magically into pipeline is a recipe for failure. Catherine’s a fractional growth executive with Growth, Actually. She’s been named a top 25 CMO and was marketer No. 1 at Avetta, which sold for $3 ...
21 Sept 2026
What Now? Google Ate Your Traffic, AI Wants the Receipts
Nearly 70% of Google searches now end without a click. And now, thanks to AI, companies produce about 40% more content now. Is this volume even helping? Stephanie Richards and I talk about how this trend is actually good for PR because now the game is diversity of content: Stephanie is a B2B public relations strategist, visibility advisor, and founder of SowGrow Public Relations. She has more than 20 years of experience helping B2B companies build visibility and cre...
21 Aug 2026
How to Create Taglines that Move Markets
Taglines. Does every company need one? The short answer is yes, if you want to be understood quicker and be the first company a prospect thinks of. But most of them are, frankly, lame — because most of them are about YOU, not THEM. The next guest on High Intent is Kevin Perlmutter, author of "BRAND DESIRE: Spark Customer Interest Using Emotional Insights". He’s also Chief Strategist & Founder of Limbic Brand Evolution, a brand strategy and behavioral science consultancy. Ke...
17 Aug 2026
The Truth About Crowdfunding: What Actually Drives Backers
So, your company decided to launch a crowdfunding campaign. To be part of the estimated $378 million raised via Reg CF platforms like Wefunder, your work’s just started. Once your admin and legal are ironed out, it’s all about the marketing. Jason Fishman, investor acquisition expert and CEO of Digital Nice Agency, or DNA, helps companies with crowdfunding marketing campaigns. Whether the investor return is a reward or equity, he’s seen what makes a campaign surpass funding...
15 Jul 2026
How is AI Impacting Market Research?
We're drowning in customer data, customer feedback, website analytics, social listening, surveys, reviews, and AI-generated insights. Why do so many companies still struggle to truly understand their customers? After four decades studying human behavior, Mark Michelson has some ideas on how CMOs and CEOs should leverage AI to get better research results. As founder of ThreadsMR, Mark has 42 years of marketing research experience with clients ranging from Google to Coca-Cola. Today he br...
15 Jul 2026
Strategy > Branding > Marketing: Are you running Down The Hallway Blindfolded?
Want to know one of the most empty words in business today? Strategy. In so many executive meetings, it’s often operational tactics that take center stage. And to be honest, when it comes to market strategy sessions, if you look around the room, many people are doing “real” work … like responding to emails … when they should be using their high-priced brains to solve more abstract problems. Positioning, in my view, is one of the most important things we as leaders ca...
15 Jul 2026
The Rise of the Fractional GTM Leader
What are some common GTM mistakes early-stage companies make? How do you determine where you can grow the most? What, exactly, is a fractional GTM leader and why are these positions exploding? Sangram Vajre answers these questions and more. Sangram is CEO of advisory and education firm GTM Partners, co-founder and former CMO of Terminus, an ABM platform, and author of “Move, the Four Question Go-to-Market Framework”. He’s next on High Intent, where we explore un...
29 Apr 2026
Hiring Your Next Marketing Leader: What CEOs Get Wrong
How can an executive team assess top 1% talent in minutes flat. Why background is only part of the story. Why psychometric testing is so important. These are just a few topics we discuss with Huff Logue, an executive recruiter and coach with more than 30 years of experience. High Intent explores unfiltered lessons from the frontlines of modern marketing. I'm your host, Justin Rubner.
21 Apr 2026
Why Do So Many Companies Ignore Customer Marketing?
The next time you’re at your company’s town hall, pay attention to this:The amount of congrats on the new logos your Sales team generated vs. the time allocated to the 13 existing customers who renewed last quarter. Chances are, it’s lopsided to say the least toward new sales. Howard Flint, CEO of GhostPartner, a content and customer marketing agency, has a thing or 10 to say about that: How customer marketing can not only keep customers happy but how it can uncover hidden problems. How i...
17 Apr 2026
Does Your PE-Backed Company Need a Marriage Therapist?
How can CMOs be more board fluent? Why is customer retention such a missed focus? How does marketing-CS-sales misalignment causes so many problems? Fred Penteado is an outsider. And that is where his value lies. Penteado, owner of 129 Advisory, counsels mostly PE-backed companies on growth. You could call him a marriage counselor. And he's the next guest on High Intent. I'm your host, Justin Rubner. If you're in a GTM role at a venture-backed company, you'll want to watch this...
11 Mar 2026
The Revolving Door: Why is CMO Tenure So Short?
If you’re aspiring to make that leap from VP to Chief Marketing Officer, you’ll want to be aware that it’s a bit of a bloodbath up there. Of all the C suite, CMO tenure is by far the shortest. Why is this, and what can be done? Host Justin Rubner talks with Bill Harper, Chief Creative Officer of BrandBossHQ, about this. Topics discussed: CMOs are increasingly brought on to fix singular problemsCMOs need to manage expectations in addition to overseeing marketingWhy old playbooks don't wo...
4 Mar 2026
After the Handshake: A New Contract Between Customer Success and Marketing
Host Justin Rubner talks with customer success guru Aaron Thompson, CEO of CS consultancy Red Slacks and the former CRO and instructor of SuccessHACKER. Topics discussed: The lack of collaboration between marketing and customer successHow AI can help ID referencesHow marketing and sales should align to drive expansionWhat CS REALLY thinks about marketing
4 Mar 2026
Behavioral Science 101: Using Psychology to Drive Marketing Conversions
Yes, even B2B buyers are human. If you’re not deploying proven psychology in your marketing output, you'll likely garner less attention at the top of the funnel and miss more opportunities in the middle. I’m thrilled to have Nancy Harhut on High Intent. Nancy is the Chief Creative Officer of HBT Marketing, where she blends behavioral science with marketing best practices, and is the author of the award-winning Using Behavioral Science in Marketing, Drive Customer Action and ...
3 Mar 2026
Driving While Designing: Scaling Marketing After Your PE Round
How do you strike the right balance between growing for the future while still ensuring immediate pipeline ROI? Host Justin Rubner chats with Kurt Uhlir, CMO of EZ Home Search, about growing the marketing function in a venture-backed company. Topic discussed: First two marketing hiresShould marketing be the last hires ... or the first?Architecting the buyer journeyLead gen vs demand genContent for today's AI-driven webMost important KPIsAn actionable blueprint for growth
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