Marketing In The Now

Building a High-Impact Marketing Function from Scratch

In this episode of Marketing in the Now, Dave Reske, CEO of Nowspeed Marketing, interviews Lindsay O’Brien, Head of Marketing and Operations at Predictive. Lindsay shares her journey of building the marketing function at Predictive from the ground up and discusses her approach to balancing brand, demand generation, product marketing, content, and rev ops within a lean team.

Marketing for Early-Stage Startups

In this episode of Marketing In The Now, host David Reske sits down with Abby Borden, Founder & CEO of Inkwell GTM, to unpack what marketing really looks like in the earliest stages of startup growth. Drawing from her deep experience advising B2B startups, Abby explains how to craft a buyer-centric story that cuts through the noise, why positioning and a focused ICP are essential from day one, and how to avoid common pitfalls like tech bloat and over-indexing on investor messaging. From measuring traction across the full customer journey to building the right marketing team, this episode is packed with actionable insights for any founder or early marketing hire trying to gain market traction without burning through budget.

The Hidden Growth Potential of B2B E-Commerce

In this episode of Marketing and Now, David Reske, CEO of Nowspeed Marketing, interviews Andrew Carlson, a seasoned three-time CMO with over 15 years of experience leading global marketing teams. The conversation dives deep into the nuances of B2B e-commerce and highlights Carlson’s framework of "21 Rules of B2B E-Commerce," which serves as a strategic playbook for building successful e-commerce operations.

Creating Categories to Win in B2B Marketing

In this insightful episode of "Marketing In The Now," host Dave Reske sits down with Kari Hanson, CMO of Robin and an accomplished B2B marketing leader who helped take SailPoint public. Kari shares the strategic nuances of category creation—a bold but resource-intensive marketing move that can set startups apart from industry giants. Drawing from her experiences at SailPoint, where she successfully coined and established the category of "identity governance," Kari outlines the essentials of defining clear market positioning, engaging influential analysts, and maintaining consistent, visionary messaging. Listen in to learn why category creation isn't for everyone, how to determine if it aligns with your business goals, and when opting for a coined term could be your smarter strategy for rapid traction.

Blending Creativity with Data-Driven Marketing

In this episode of Marketing in the Now, host Dave Reske interviews Justin Steinman, a seasoned healthcare marketing executive who has held leadership roles at Ensora Health, Definitive Healthcare, Aetna, and GE Healthcare. Justin emphasizes the importance of a data-driven marketing approach, highlighting key metrics like MQLs, conversion rates, and bookings to ensure measurable outcomes and effective collaboration with sales teams. He shares practical advice on transforming traditional marketing teams into analytics-driven organizations by balancing rigorous data analysis with creative storytelling, fostering a transparent, supportive culture, and clearly communicating strategic objectives.

Artificial Intelligence in Marketing

This week on "Marketing In The Now," we're joined by Cindy Machles, a visionary leader who has revolutionized marketing practices across industries. In this episode, Cindy dives deep into the practical applications of AI in marketing, showcasing its transformative impact in areas such as compliance and content creation. She shares insights from her extensive experience, highlighting how AI is reshaping workflows in regulated sectors like healthcare and finance, making the review of promotional materials more efficient and less error-prone.
Cindy also explores how AI is advancing content production, enabling marketers to quickly generate and customize content for different audience segments without sacrificing quality. This episode is a must-watch for marketers aiming to leverage AI to enhance operational efficiency and engage audiences more effectively. Join us to discover how integrating AI into marketing strategies can lead to significant advancements in creativity and campaign management.

How Generative AI is Transforming Search & Brand Marketing

In this enlightening episode of "Marketing In The Now," host David Reske welcomes Mike Ensing, CEO and Co-founder of Revere, to explore the seismic shifts in digital marketing driven by generative AI and large language models like ChatGPT, Google Gemini, and Microsoft's AI-powered Bing. Mike, with a robust background that includes scaling AI businesses at RealNetworks and leadership roles at Microsoft, dives into how these technologies are reshaping consumer search behaviors and brand engagement. The discussion will cover the rise of AI-driven search platforms, the evolution from traditional SEO to Generative Engine Optimization (GEO), and the strategic adjustments marketers must make to thrive in this new AI-dominated landscape. Tune in to learn how to leverage AI to enhance brand visibility, personalize customer interactions, and future-proof marketing strategies in a world where AI not only supports but dictates consumer discovery and decision-making processes.

Mastering Pipeline Building

In this enlightening episode of "Marketing In The Now," host David Reske welcomes Dimitri Vlachos, the CMO of Spacelift, to discuss the nuances of building a sustainable growth pipeline in B2B marketing. Dimitri shares his extensive insights on developing a structured and measurable system for generating, nurturing, and converting leads into customers. The episode delves into how modern marketing technologies like AI can revolutionize pipeline strategies by enabling precision targeting and personalized customer engagement. Listen as Dimitri explains the critical role of aligning marketing and sales to ensure seamless progression of leads through the buyer’s journey, and how data-driven approaches can optimize every stage of the funnel for maximum conversion and revenue growth.