Marketing In The Now

Critical Questions that Fuel Entrepreneurial Growth

In this episode of "Marketing in the Now," David Reske interviews Nathan Girard, a serial entrepreneur from the Berkshires known for building solution-driven businesses in cannabis, tech, and real estate. Nate shares his unique approach to starting a company, which he believes begins with curiosity and a deliberate process of research, not assumptions. He recounts his journey from a career setback on day one to becoming an early employee at Wayfair, an experience that taught him the importance of adapting quickly. The conversation focuses on his philosophy of asking hard questions, seeking out mentorship, and creating realistic business plans as the true foundation for turning problems into profitable ventures.

Research-Driven B2B Marketing

In this episode of "Marketing in the Now," David Reske interviews Jen Anderson, a fractional CMO and co-owner of Contento, on building holistic B2B go-to-market strategies. Jen explains that many companies fail because they skip essential customer research and rely on assumptions. She provides a clear framework for a customer-led approach, starting with defining the Ideal Customer Profile (ICP) and conducting qualitative research to uncover the emotional drivers behind B2B purchasing decisions. The conversation covers how to translate these insights into actionable strategies for everything from pricing and product packaging to disciplined campaign execution and channel prioritization, helping businesses to lead, not just follow, their markets.

How AI Is Reshaping the B2B Sales Process

In this episode of "Marketing in the Now," David Reske interviews Zulfiya Forsythe, founder of The Amaldi Group and an expert in AI-driven business transformation. Zulfiya discusses how companies can leverage AI to "buy back time," boost sales efficiency, and deliver better customer experiences. She provides a practical, step-by-step guide on how AI is reshaping the entire B2B sales cycle—from AI-powered receptionists and sales briefs to automated proposal creation and client onboarding. The conversation highlights how moving from informal AI tools to integrated, system-wide workflows can create a consistent, repeatable competitive advantage that elevates performance and drives revenue.

Why Channels are the New Moat for Startups

In this episode of "Marketing in the Now," David Reske interviews Michel Moravia, CEO of Qualiverse, an AI-native SaaS solution for MedTech QA/RA teams. Michel shares his go-to-market philosophy that "distribution channels are the new moat". He argues that startups should prioritize building partnerships with trusted industry leaders—such as accelerators, law firms, and VC firms—to gain credibility and access to early customers, rather than relying on heavy spending on traditional marketing and branding. Michel emphasizes that the CEO must personally own this channel strategy in the early stages and that a company's ambition level, from a side hustle to a billion-dollar enterprise, should dictate its approach.

Digital Transformation: Catching Up with the Market

In this episode of "Marketing in the Now," David Reske interviews Becky Chandler, a P&L leader and former VP at Bright Horizons with deep expertise in business and digital transformation. Becky discusses the common challenges faced by tech-enabled businesses that have fallen behind their competitors due to tech debt, complacency, and underinvestment. She explains that successful transformation is not just a technology project, but a strategic effort that requires aligning people, process, and technology. The conversation delves into the importance of balancing investments (pebbles, rocks, and boulders), using a prioritization framework like RICE, and proactively managing the risk and resistance that often accompany significant organizational change.

Why Emotions, Not Logic, Drive Marketing

In this episode of "Marketing in the Now," David Reske interviews J.D. Pincus, PhD, a psychologist and researcher who applies his expertise in human emotion to marketing. Dr. Pincus challenges the traditional view that marketing is a logical exercise, explaining that emotions are the primary drivers of decision-making in both consumer and B2B contexts. He discusses his 3x4 emotional needs model and the AgileBrain measurement technique, an image-based exercise that identifies a person's core emotional motivators. By focusing on emotional insights over logical differentiators, Dr. Pincus argues that marketers can create campaigns that truly resonate with their audience, avoiding the "logic trap" and missing "90% of what’s going on".

Beyond Personalization: Mastering ABM in the AI Era

In this episode of "Marketing in the Now," David Reske speaks with serial entrepreneur and martech expert Nick Zeckets about the evolving world of Account-Based Marketing (ABM) and the strategic role of AI. Nick argues that true ABM is not about mass ad campaigns, but about deeply understanding and engaging ideal customers with hyper-relevant messaging. He introduces a powerful framework—Create, Harvest, Activate—for turning human insights from real-world conversations into scalable, automated campaigns. Nick also shares his perspective on the future of the martech landscape, predicting that lightweight, AI-first startups will challenge the dominance of traditional platforms and force marketers to prioritize adaptability over tool-specific skills.

From Idea to App: A Startup's Go-to-Market Plan

In this episode of "Marketing in the Now," Nowspeed CEO Dave Reske interviews Kushagra Mallick and Alisha Mehta, co-founders of the startup SelfServe. The app allows guests at boutique hotels to control in-room devices and make service requests via their smartphones, eliminating the need to call the front desk. The idea was born from Kushagra's personal experiences with inefficient hotel service and the observation that the hospitality industry is lagging in digital transformation compared to large chains like Marriott. The co-founders explain their go-to-market strategy, which starts with a free beta program through university networks to build credibility and secure case studies. They plan to scale by targeting small hotel groups rather than individual properties, leveraging live showcases and a marketing strategy focused on LinkedIn, thought leadership, and industry publications to build trust in a relationship-driven market.