LEADERS IN B2B MARKETING brings you peer-level insights into how senior marketing leaders make high-stakes calls under real commercial pressure.
We speak to VPs of Marketing, CMOs, and other B2B marketing leaders who share what actually happens behind the scenes: defending marketing spend as growth pressure gives way to profitability, deciding where AI actually earns its place beyond the pilot, and holding a clear position in a market where every competitor sounds the same.
If you lead B2B marketing at a growing company and want perspectives you can put to work immediately, this show is for you.
Ep. 8 - Leverage B2B Community Development to Reach Thought Leadership With Your Core Customers - with Rob Gonzalez
A few years into scaling one B2B software company, its cold outreach had become exactly the kind of generic, forgettable email everyone else in the industry was sending. Close rates cratered. Once the team rebuilt outreach around actually being useful to prospects, win rates climbed higher than they'd ever been. In today's episode of LEADERS IN B2B MARKETING, host Sammy Gebele sits down with Rob Gonzalez, Co-Founder of Salsify. You'll learn: 1. How Salsify started building its digital DNA,...
11 Aug 2026
Ep. 7 - The Courage to Be Different: Why You Need More Creativity in Your Data-Driven Marketing Strategy - with Joerg Klueckmann
Has data-driven marketing killed creativity? In this episode of LEADERS IN B2B MARKETING, host Sammy Gebele sits down with Joerg Klueckmann, Marketing Executive, B2B Software, to talk about the importance of creative freedom in marketing, why companies must dare to be different, how to acquire budget for outside-the-box initiatives, and more. You'll learn: 1. Why creativity must make a comeback if we're to avoid repetitiveness and mundanity in marketing 2. How to ensure ROI on your market...
10 Aug 2026
Ep. 6 - How Recharge's Head of Demand Generation Successfully Drives Pipeline - with Rodolfo Yiu
To win over some of Recharge's biggest prospects, Rodolfo Yiu's team bought their products, tried them, and sent back an honest review. No pitch attached. In this episode of LEADERS IN B2B MARKETING, host Sammy Gebele sits down with Rodolfo Yiu, Demand Generation & Growth Marketing Leader, to unpack how he and his team kept Recharge's pipeline healthy and full. You'll learn: 1. How Rodolfo drives demand at the top, middle, and bottom of the funnel 2. How Recharge distributes its demand...
9 Aug 2026
Ep. 5 - How to Influence Your Whole Sales Pipeline with Marketing - with Carrie Kelly
For cybersecurity buyers, analyst firms like Gartner and Forrester function as influencers. For a CISO, picking the wrong vendor isn't just a bad decision, it can cost them their career. In this episode of LEADERS IN B2B MARKETING, host Sammy Gebele sits down with Carrie Kelly, Marketing Executive, B2B Tech & Cybersecurity. You'll learn: 1. How to influence the sales pipeline with marketing 2. Which metrics you should track to measure the impact of your marketing strategy 3. Whic...
8 Aug 2026
Ep. 4 - From Small Startup to Global Scale-Up: The Keys to Growth Through Marketing - with Johanna Fagerstedt
Most companies treat a closed deal as the finish line. One team treated it as three deliberate touchpoints, a win announcement, a go-live announcement, and a customer success story, each one built to turn a new customer into an advocate. How does a company leverage marketing to build successful communities and drive growth? In this episode of LEADERS IN B2B MARKETING, host Sammy Gebele sits down with Johanna Fagerstedt, B2B SaaS, AI & Revenue Marketing Leader and Top 50 Women in SaaS hon...
7 Aug 2026
Ep. 3 - Driving Growth in a Cookieless World: What Software AG's Marketing Changed to Thrive in This New Era - with Anna Cleary
For years, marketing's job ended the moment a lead crossed the MQL threshold: bonus paid, over the fence to sales, regardless of quality. At Software AG, Anna Cleary's team didn't just tweak the process, they scrapped the term "MQL" entirely and replaced it with "AQL," automated qualified lead, to force a different mindset. In this episode of LEADERS IN B2B MARKETING, host Sammy Gebele sits down with Anna Cleary, Growth & Digital Marketing Leader. You'll learn: 1. Mindful tactics to e...
6 Aug 2026
Ep. 2 - How GE Is Adapting Its B2B Marketing to the New Normal - with Simon Philip Rost
COVID hit GE Healthcare's marketing teams like a punch in the face: no warning, and overnight, the trade fairs that drove a third to 40% of the company's marketing budget were simply gone. In this episode of LEADERS IN B2B MARKETING, host Sammy Gebele sits down with Simon Philip Rost, Marketing Executive, Digital Health & AI. You'll learn: 1. How the COVID-19 pandemic affected GE's marketing strategy, and four key takeaways driving their future success 2. GE's formula for developing d...
5 Aug 2026
Ep. 1 - No Forms, No Spam, No Cold Calls: A New Perspective on Marketing & Sales - with Latané Conant
The fastest way to double your revenue isn't doubling your leads, but getting marginally better at converting the ones you already have. In this episode of LEADERS IN B2B MARKETING, host Sammy Gebele catches up with Latané Conant, Marketing Executive & Author of "No Forms. No Spam. No Cold Calls," to talk about why most marketing teams still get this wrong. You'll learn: 1. How to understand modern B2B buyers and identify qualified accounts 2. How to understand your B2B market to level...
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