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How Redis trained a custom GPT on rebrand documentation to automate brand compliance | Adam Haskew
Adam Haskew, Associate Director of Brand Experience at Redis, explains how he trained a custom GPT on brand documentation to automate compliance, offering insights for B2B marketers.
13 Feb 2026TRANSCRIPT
What’s the ROI of Bringing a Horse to Wall Street? (Ft. Alex Mann)
Alex Mann, Head of Growth at Lunos, shares how unconventional marketing stunts, like bringing a horse to Wall Street, generate buzz and pipeline for early-stage B2B AI startups in this interview.
In this episode of The Marketing Front Lines, we speak with Josephine Degener, Head of Marketing at Everphone. Everphone is pioneering the device-as-a-service model in Europe, offering companies a subscription-based approach to managing their device fleets. Coming from a retail background in luxury, mass market, and fast fashion, Josephine brings a unique customer-centric perspective to B2B tech marketing. She shares how Everphone built crucial partnerships with giants like Samsung and Deutsche Telekom, scaled from an unknown startup to serving entire German federal states, and navigated multiple career pivots to lead marketing in a nascent industry category.
Topics Discussed:
Pivoting from retail management to tech partnerships and B2B marketing
Building strategic partnerships with enterprise technology giants
Marketing device-as-a-service as a new product category
Integrating authentic sustainability messaging backed by hard data
Managing lean marketing teams using OKR frameworks
Merging brand building with demand creation in B2B
Leveraging AI strategically beyond basic content generation
Lessons For B2B Tech Marketers:
Lead with Partner Motivations, Not Your USP: When building enterprise partnerships, Josephine learned to analyze what motivates individual salespeople and partner organizations rather than immediately pitching Everphone's value proposition. She invested time understanding Samsung's goals and how Everphone could feed into their strategy, building trust before launching joint marketing campaigns. This humble, partner-first approach transformed Everphone from a "pirate boat next to cruise ships" into a trusted four-year partner.
Use Data Ownership as a Sustainability Differentiator: Rather than making unsubstantiated sustainability claims, Everphone leverages their ownership of both devices and data to provide concrete metrics—99% refurbishment rates backed by actual tracking. They actively contribute anonymized data to academic research partners like the Fraunhofer Institute and support master's students, positioning themselves as thought leaders in circular economy models while building credibility through empirical evidence.
Structure Relationship Building Before Marketing Activation: In new product categories, education precedes promotion. Josephine spent significant time with Samsung's sales teams explaining what device-as-a-service even was before launching any joint campaigns. Only after building trust and demonstrating value to the partner's salespeople did they move to VIP go-to-market activities and ad campaigns. This sequencing is critical when pioneering new B2B categories.
Protect Team Focus with Rigid OKR Discipline: Managing a single-digit marketing team, Josephine uses quarterly OKRs and monthly reviews as a "focus protection" mechanism against the flood of ad-hoc requests common in startups. This framework ensures the team works on initiatives that "move the needle" for company strategy rather than getting pulled into reactive tactical work that doesn't align with core objectives.
Merge Brand and Demand Creation for Complex B2B Sales: Josephine identified that procurement professionals now seek deeper alignment beyond feature comparison—they want to understand partner values, vision, and whether vendors truly comprehend their daily challenges. This insight led her to stop treating branding and demand generation as separate functions, instead creating integrated campaigns that simultaneously build brand authority and generate pipeline.
Host Events as Networking Platforms, Not Product Pitches: Everphone's recent prospect/client event succeeded by creating a "safe space" for networking among attendees rather than pushing product. By facilitating peer connections and industry conversations around trends and challenges, they generated positive funnel impact while positioning themselves as community builders rather than vendors—a subtle but powerful differentiation in relationship-driven
Inside a recent episode
How Redis trained a custom GPT on rebrand documentation to automate brand compliance | Adam Haskew
Published 5 Mar 2026 · Transcript excerpt
[…] But, you know, we look at a VCR and we say, you know, these days, that's 10 bucks, you know, compared to say a nice porcelain dish or mug or something that an actual craftsman has created using these, you know, centuries old techniques. And we see that as infinitely more valuable than the VCR. And I think that really kind of encapsulates my thoughts on AI. It's kind of the craftsmanship behind how you use it, like that piece is never going to go away. Like humans will still be able to recognize quality writing or, you know, the human touch. So I've never been afraid of AI. I've never thought AI was coming for, you know, my job. […]
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