The AI Native Marketer

About The AI Native Marketer

Join hosts Johanna Fagerstedt and Jacob Gustin as they cut through the hype to explore how top marketers are actually using AI. We don't just talk theory. We discuss the specific tools, the hard lessons learned, and the massive wins. If you want to get inspired for your own work and future-proof your career, this is the place for you.

Publisher

Jacob Gustin, Johanna Fagerstedt

Category

business

Language

en

Explicit

No

First episode

23 Jan 2026

Latest episode

15 Sept 2026

Latest episodes

12 episodes in the feed.

1. 

   15 Sept 2026

   Sylwia Lindén from Quinyx on AEO: Mastering AI Search & Discoverability

   In this episode of The AI Native Marketer, host Johanna sits down with Sylwia Lindén, CMO at Quinyx (and former VP of Marketing at Tink), to explore the emerging frontier of Answer Engine Optimization (AEO) and AI Search. Sylwia breaks down how Quinyx treats AI discoverability as an integrated team discipline rather than a simple SEO add-on. The conversation covers practical strategies for tracking brand rankings across AI platforms like ChatGPT, Claude, and Perplexity, restructuring website content to answer buyer questions directly, and leveraging third-party citation sources like G2 and industry analysts. Sylwia also shares how Quinyx attributes actual revenue and pipeline directly to AI search referrals using HubSpot, and why authentic, non-salesy content is essential to winning the trust of both human buyers and AI models. Key Takeaways AEO as a Core Discipline: Why AI discoverability spans brand, PR, thought leadership, and web infrastructure rather than sitting isolated within traditional SEO. Tracking AI Visibility: How Quinyx tracks branded and unbranded prompt rankings across major AI models using dedicated search monitoring tools. Content Restructuring: Moving away from sales-heavy copy to clear, direct, Q&A-style content that AI crawlers can index and summarize effectively. The Power of Third-Party Citations: Why AI search engines rely heavily on external credibility—such as review platforms (G2), analysts, and media—over self-hosted website copy. Closed-Loop AI Attribution: Tracking real buyer journeys from initial AI search queries (e.g., Perplexity) to demo requests and closed-won deals in HubSpot. Tools Mentioned Quinyx: The workforce management platform where Sylwia serves as CMO. Searchable: An AI search monitoring and tracking platform used by Quinyx to measure prompt visibility and citation sources. HubSpot: Used by the Quinyx team to track AI-referred web traffic, demo requests, and pipeline attribution. Claude (Anthropic): Sylwia's primary day-to-day AI tool, used as a thinking partner, executive devil's advocate, and synthesis engine. ChatGPT: Used for early benchmarking, prompt testing, and AI search visibility tracking. Perplexity & Gemini: Monitored as key AI search platforms where prospective B2B buyers conduct product research. G2: A B2B software review platform highlighted as an important third-party citation source for AI engines.

2. 

   27 Aug 2026

   Jacob Bergendahl from Monterro: The Claude Playbook for Revenue Leaders

   In this episode, AI specialist Jacob Bergendahl from Monterro (https://monterro.com/) joins Johanna to share a practical, step-by-step guide to getting the most out of Claude. Jacob explains how to set up Claude properly, build a personal memory bank, create reusable skills for your tone of voice and brand, and connect Claude to the systems your organization already uses. He also walks through how to create consistent, on-brand presentations, automate recurring work, and build routing skills that help Claude find the right information across different systems. The conversation explores the most common mistakes people make with AI, why planning before prompting saves time and resources, how to avoid AI slop, and why it is still not too late for your organization to become an AI frontrunner. The AI Native Marketer is hosted by Johanna Fagerstedt (https://www.linkedin.com/in/johanna-fagerstedt/), Founder and CEO of Sparketing.io (https://sparketing.io/), and Jacob Gustin (https://www.linkedin.com/in/jacob-gustin/), Product Marketing Manager at Mentimeter (https://www.mentimeter.com/). Show notes Connect with the guest Follow Jacob Bergendahl on LinkedIn (https://www.linkedin.com/in/jakber/) Learn more about Monterro (https://monterro.com/) Tools and platforms mentioned Claude (https://claude.ai/): The main AI platform discussed throughout the episode. Claude Cowork (https://support.claude.com/en/articles/13345190-get-started-with-claude-cowork): Used to work with folders, create files and complete multi-step tasks. ChatGPT (https://chatgpt.com/): Discussed as an alternative AI platform and an example of how reusable skills can move between tools. Microsoft Copilot (https://www.microsoft.com/en-us/microsoft-copilot): Another AI platform introducing agentic and cowork capabilities. OneDrive (https://www.microsoft.com/en-us/microsoft-365/onedrive/online-cloud-storage) and Google Drive (https://drive.google.com/): Suggested as simple places to build and maintain an external AI memory bank. Obsidian (https://obsidian.md/): A note-taking application that can be used to build a more advanced personal knowledge base. Microsoft PowerPoint (https://www.microsoft.com/en-us/microsoft-365/powerpoint): Used to demonstrate how Claude can create branded presentations and reusable presentation skills. GitHub (https://github.com/): Used by more advanced organizations to store, manage and distribute skills through plugins. HubSpot (https://www.hubspot.com/) and Salesforce (https://www.salesforce.com/): Examples of business systems that Claude can search and update through connectors.

3. 

   23 Jun 2026

   Björn Ingmansson from Kognic: How to Run Global Enterprise Marketing Solo

   Björn Ingmansson is Marketing Director at Kognic, a Gothenburg-based company building data tools for physical AI and self-driving vehicles, with customers across Europe, the US, and China. He's also the founder of The Froject, a community helping GTM teams get real value out of Claude. In this episode, Björn walks us through how he single-handedly runs a global marketing function using Claude. He's built self-hosted websites, custom sales decks, localized pitches for enterprise accounts, and personalized landing pages, all in HTML via Claude, with no coding background whatsoever. We talk about why context is everything, how he's cracking AEO for Chinese LLMs like Qwen and DeepSeek, and how he thinks about what to build vs. buy. Plus: a Game Boy-based sales tool that might just be the most unexpected ABM tactic we've ever heard. Links from this episode: The Froject: https://www.thefroject.com (https://www.thefroject.com) Tella (video tool): https://www.tella.com (https://www.tella.com) Vercel (website hosting): https://vercel.com (https://vercel.com) Louise de Sadeleer (guest recommendation) on LinkedIn: https://www.linkedin.com/in/louise-de-sadeleer (https://www.linkedin.com/in/louise-de-sadeleer)

4. 

   31 May 2026

   Kalle Mobeck from Align: The Best B2B Marketing Tips Have Nothing to Do With AI

   This one's for anyone who wants to see AI in actual commercial use, not as a future vision, but as daily infrastructure. Kalle Mobeck is the founder of Align the Commercial Collective and one of the most hands-on AI operators in the Nordics. He built a full AI-generated campaign for a fashion brand in three weeks. It became their second best performing campaign of the year. In this episode, we get into how he thinks about creative input in a world where output has become easy, why speed is the new competitive advantage, and what three surprisingly old-school things still win in B2B marketing. (Plus: he accidentally reveals more than he meant to about his secret AI band.) An amazing episode; concrete, honest and definitely worth your commute. Key topics AI's impact on marketing workflows and campaign speed Practical use cases of AI in creative campaigns Building community and thought leadership in B2B Align's innovative agency model leveraging freelancers and AI Future trends in marketing and AI integration Relevant links: Align - The Commercial Collective (https://aligncollective.com/) ChatGPT (https://openai.com/chatgpt) Claude AI (https://www.anthropic.com/claude) Midjourney (https://www.midjourney.com/) Zuno Music AI (https://zuno.ai/) Aim'n winter campaign (https://www.aimn.co.nz/blogs/blog/aimn-releases-first-ski-collection-ai-campaign?srsltid=AfmBOooHNkIA_2yu_3Xn6u_LxPUg1xjrDpPh2rSQYS1YufWWufsrlvtB)

5. 

   8 May 2026

   Ian Browaldh from Tandem Health on Building AI-Native Workflows

   Episode Description In this episode of The AI Native Marketer, hosts Jacob and Johanna dive deep into the AI-driven strategies of Ian, Head of Growth at Tandem Health. Ian shares how his team at the Stockholm-based AI medical assistant startup has moved past simple prompting to building complex, automated systems. The discussion explores Ian’s "just do it" philosophy, which led him to build a Slack bot that allows any employee to edit website copy across 10+ languages and a sophisticated 12-step content pipeline that handles everything from research via PubMed to hallucination checks and direct publishing. Ian also discusses the future of work, where the LLM becomes the primary interface for all company tools, effectively acting as a "Context OS" for the modern professional. Tools Mentioned Tandem Health: The AI medical assistant platform where Ian leads growth. Claude (Anthropic): Ian’s primary tool for daily work, coding, and building internal bots. Framer: The website provider Tandem Health uses; Ian built an API connection to automate copy updates. Slack: Used as the interface for their internal translation and copy-editing bots. Notion: Utilized as a "Context OS" where Ian stores his meetings and tasks to be processed by AI. PubMed: A repository of medical journals integrated into their content workflow for high-quality research. Perplexity: Used by the team for deep research and information gathering. Zapier: Mentioned as a tool Ian initially used before transitioning to building custom connections with Claude.

6. 

   24 Apr 2026

   Kees Hennihof from Chili Publish: The AI Brain & Building a Marketing Content Engine

   In this episode of The AI Native Marketer, hosts Jacob and Johanna speak with Kees, VP of Marketing at Chili Publish, a Belgian creative automation platform. Kees shares his journey of moving beyond simple AI efficiency to building a sophisticated "brain" that acts as a central repository for company knowledge. By leveraging Retrieval-Augmented Generation (RAG), Kees and his small team have integrated market research, product documentation, and customer meeting transcripts to create a system that can produce high-quality, context-rich content—from personalized customer stories to automated product release announcements—with minimal human intervention. Kees discusses the importance of maintaining human creativity for big ideas while letting AI handle the complex execution, especially as the industry moves toward more difficult frontiers like visual and motion automation. Tools Mentioned Chili Publish: A creative automation platform for Adobe artwork and smart layouts. Claude: Kees's preferred tool for writing and building workflows. Perplexity: Utilized for deep research. Gemini: Used to challenge and refine outputs from other models. n8n: Mentioned as a tool for creating complex automated workflows. ChatGPT: Used in the early stages of their AI exploration. Gong: Used to record and transcribe customer meetings for the AI database.

7. 

   3 Apr 2026

   Adam Holmgren from Fibbler: How to Scale with a Two-Person Team and Claude

   Episode Description In this episode of The AI Native Marketer, hosts Jacob and Johanna sit down with Adam Holmgren, the CEO and co-founder of the B2B marketing platform Fibbler. Adam shares how he and his co-founder have leveraged AI to build a lean, bootstrapped powerhouse that serves over 500 paying customers with a total team of only two people. The conversation dives deep into the shifting role of the modern marketer. Adam explains how tools like Claude have transformed him into a "builder," allowing him to draft product features and write code despite a non-technical background. He also discusses the importance of solving the "attribution nightmare," the power of founder-led content on LinkedIn, and why a Pink Lion mascot is the key to creating a memorable brand in a crowded SaaS market. Key themes The Power of Lean Operations: How AI enables small teams to ship product features faster than companies with 100+ employees. Marketer as Product Builder: Using Claude to bridge the gap between marketing vision and engineering execution. Building Brand Moats: Why distinctive brand assets (like Fibbler's pink mascot) and founder-led content are essential in an era of "AI slop". Bootstrapping Strategy: Choosing to stay lean and serve an SMB audience rather than pursuing enterprise funding and the associated overhead. The Future of Work: The potential rise of "one-person unicorns" as AI automates repetitive tasks like customer support and data analysis. Tools mentioned Fibbler: Adam’s B2B marketing intelligence and attribution platform. Claude (Anthropic): Adam's primary tool for ideation and product feature development. Claude Code: Used for non-technical product development and feature drafting. ChatGPT: Initially used for content drafting and ideation before the switch to Claude. Descript: Utilized for video and audio editing workflows. LinkedIn: The core channel for founder-led growth and community building. R-B2B: Cited as an example of another highly lean, high-revenue company.

8. 

   20 Mar 2026

   Carl Ronander from Funnel: Why Human Creativity Still Wins in the AI Era

   In this episode, we sit down with Carl Ronander, VP of Marketing at Funnel, to explore how AI is transforming the landscape of creative marketing and video production. Carl shares his journey from the agency world to leading marketing at a data-driven company, offering a unique perspective on the intersection of creativity and data. We dive deep into Funnel’s recent experiments with fully AI-generated video campaigns, discussing how they overcame budget and time constraints to produce high-quality, on-brand content. Carl also reflects on the evolving role of the "Gen Marketer"—the generalist who uses AI to amplify their creative reach—and why "brand codes" and craft are more important than ever in an era of automated content. Key topics: The Simplified Purpose of Marketing: Why Carl believes marketing is fundamentally about being "easy to come to mind" and "easy to find." Creative Freedom through Constraints: How budget and time pressures led Funnel to embrace generative AI for video production. The "Flex" of Human Craft: Why manual, high-effort production (like Apple’s glass logo) acts as a premium brand signal in an AI-saturated world. Building Internal GPTs: How Funnel leverages its own proprietary knowledge base to help sales and marketing teams stay on-brand. The "Gen Marketer": Navigating the shift from specialist to generalist and why understanding the "craft" is still essential when using AI tools. YouTube as the New Source of Truth: Discussing the shift in how LLMs are now citing YouTube as a primary source over platforms like Reddit. Tools mentioned: Funnel: Carl’s marketing intelligence platform used for data collection and analysis. Higgsfield: A generative AI platform used by Funnel to access and experiment with various video production tools. Gong: A revenue intelligence tool used by Funnel’s sales and marketing teams. System1: A platform Carl follows for pre-testing and predicting the effectiveness of ad creative. Sora: Mentioned as a leading tool in the rapidly evolving world of generative video.

9. 

   6 Mar 2026

   Varun Atrey from Legora: Building an AI-Native Marketing Engine

   In this session, Varun Atrey, Product Marketing Director at Legora, joins Johanna and Jacob to discuss the transition from "using AI" to building an AI-native organization. Varun details his journey of self-teaching AI development and shares a "ruthless" philosophy for automating the repetitive "work around the work". The conversation explores how AI is compressing product launch timelines, enabling high-touch enterprise account planning, and why a "first principles" engineering mindset is becoming a critical skill for the modern marketer. Tools mentioned Legora: Varun’s AI-native B2B enterprise software company. Mentimeter: The host organization and interactive presentation platform. Replit: A development platform Varun used to build early AI-driven marketing integrations. Notion & Notion AI: Used for building a central knowledge base and automating core messaging documents from product requirements. Peerbound: An AI tool integrated with sales calls to automatically flag customer testimonials and success stories. Gong: A revenue intelligence platform used to record and analyze sales conversations. Claude & ChatGPT: Large language models utilized for copywriting, research, and ideation.

10. 

    20 Feb 2026

    Ling Koay from Arevo: The Solo CMO’s Guide to AI

    What happens when you are the only marketer in a deep-tech company, but you need to produce the output of an entire department? In this episode, we sit down with Ling Koay, CMO at Arevo, to discuss how she has turned AI into her "silent colleague". Ling shares her remarkably structured approach to AI-native marketing, moving beyond simple prompting into building complex workflows that handle what she calls "monkey work"—the repetitive production tasks that usually drain a marketer’s time. We dive deep into her "Source of Truth" system, where she distills massive amounts of scientific data into a conversational database that allows her to scale her expertise and creativity. In this episode, we discuss: The Three Stages of AI: Moving from basic Chat-GPT use to integrated workflows and, eventually, autonomous agents. Building a "Source of Truth": How Ling used NotebookLM to ingest over 60 scientific publications to create a company "brain" she can query 24/7. Content Production vs. Content Origination: Why production is "monkey work" and how AI allows humans to focus on high-level creativity and empathy. The Engineer-Marketer Mindset: Using tools like Make.com, Notion, and Reef to automate design and data management. The Future of the Human Marketer: Why AI actually makes us more human by freeing us up for PR, events, and relationship building. Featured Tools in this Episode: NotebookLM: For distilling complex scientific research. Notion: As the central database and "Source of Truth". Make.com: For building automated workflows between apps. Reef: For quick, high-quality design mockups without Photoshop. Canva: For day-to-day visual content. ChatGPT: As a constant brainstorm partner and "therapist".

11. 

    6 Feb 2026

    Johanna Ydergård from Lovable: Why Buy When You Can Build?

    In this episode of The AI Native Marketer, we are joined by Johanna Ydergård, currently at the AI-native startup Lovable and formerly the CMO at Detectify. Johanna takes us behind the scenes of how she transitioned a team of 15 down to 5 at Detectify while maintaining high-impact results by building a "human-in-the-center" automation map. Tools mentioned: Lovable: The platform Johanna currently uses to build internal tools and workflows. Make.com: The glue used to connect various dots in her automation workflows. Claude (specifically Opus 4.5): Johanna’s current favorite for high-quality writing and thought partnership. Gemini: Used as a step-by-step guide for building complex automations. Gong: For capturing the raw customer data needed for insight mining. Linear: The product tracking system they use to visualize roadmaps. Connect with Johanna Ydergård (https://www.linkedin.com/in/johanna-ydergard/) Connect with Jacob (https://www.linkedin.com/in/jacob-gustin/) Connect with Johanna (https://www.linkedin.com/in/johanna-fagerstedt/)

12. 

    23 Jan 2026

    Daan Dagevos from Meister Labs: The "Prompt Patrol": How to Scale AI Adoption Across Your Company

    Moving from "playing around with ChatGPT" to building reliable, enterprise-grade AI workflows is the biggest hurdle for modern marketing teams. In this inaugural episode of The AI Native Marketer, we are joined by Daan Dagevos, Senior Automation & AI Strategist at Meister (the team behind MeisterTask and MindMeister). Daan takes us behind the scenes of how a privacy-conscious European SaaS company is successfully integrating AI into their daily operations. In this episode, we cover: The "Prompt Patrol": How Meister created a cross-functional squad (Marketing, RevOps, Legal, IT) to safely accelerate AI adoption across the company. Beyond "AI Slop": Daan’s specific workflow for generating high-quality, SEO-optimized blog content that uses Human-in-the-Loop (HITL) to ensure quality. The Tech Stack: Why Daan swears by AirOps over standard chat interfaces for building scalable workflows, and how he uses Zapier and Make to connect the dots. Automating Reporting: How to stop spending your Mondays copy-pasting data and start using AI to analyze the trends instead. Just Start Building: Why waiting for the "perfect strategy" is a mistake and how a "show and tell" approach wins internal buy-in. Links & Tools mentioned: Meister (https://www.meistertask.com/) AirOps (https://www.airops.com/) Zapier (https://zapier.com/) Make (http://make.com/) Connect with us: Connect with Daan (https://www.linkedin.com/in/daandagevos/) Connect with Jacob (https://www.linkedin.com/in/jacob-gustin/) Connect with Johanna (https://www.linkedin.com/in/johanna-fagerstedt/)

Reach and audience

Public platform figures. Ratings count people who left a rating, not total listeners.

Spotify

5.0 / 5

4 ratings

Contact The AI Native Marketer

Guest appearances

Books guests

Based on episode analysis; this does not confirm that the show is currently accepting guests.