Marketers love to talk about AI, but let’s be honest: most of us are still treating it like Clippy 2.0. Helpful? Sure. Revolutionary? Not even close. In this episode of B2B No Bull, Liz and Mark pull in Scot Wingo — serial ecommerce troublemaker, ChannelAdvisor co-founder, and founder of ReFiBuy — to explain why the real story isn’t today’s chatbots, but a new era of “agentic AI.” Agentic AI isn’t about automating copywriting or customer service replies. It’s about giving AI the ability to act — to plan, execute, and adapt with minimal human oversight. Scot lays out why this shift is bigger than marketers realize, and how brands and retailers that embrace it now will gain an edge. Agentic Commerce Basics for B2B Retailers, Resellers, Distributors and Manufacturers Slides Guest: Scot Wingo, serial entrepreneur, Co-Founder of Channel Advisor, and CEO of ReFiBuy

In this episode we dig into the hard truths of agency life with a no-fluff conversation about the future of B2B marketing agencies. Agencies today face a stark choice: evolve now or risk irrelevance. Together with industry veteran Mark Sneider, we explore why so many agencies still struggle with positioning, what clients actually want from their partners, and how emerging technologies like AI and predictive analytics are reshaping expectations. The discussion uncovers the biggest pitfalls — from generic positioning that resonates with no one to reporting dashboards that fail to inform real decisions. If you’re running a B2B agency or hiring one, this episode is packed with actionable takeaways on clarity, creativity, and delivering true client value. As Liz sums it up: position or perish. Guest: Mark Sneider, Founder & CEO, RSW/US

Often as marketers, we come unprepared to the table when it comes to getting the budgets we need and the recognition we want. Not only do we feel unappreciated, but we also fight with the sales team over attribution and impact. In this episode, we take a hard look in the mirror and acknowledge that this is mostly our undoing. But don’t despair. We are going to talk No Bull about what we are good at and how to do a better job of persuading the executive team on the importance and revenue generating power of marketing. In the end, you’ll know what success looks like and how to build a business case that the boss will green light – every time. Guest: Cyndi Greenglass, President Livingston Strategies, Adj. Instructor at West Virginia University, Board Member, Cand o-host of "Marketing Horizons" and "Marketing Legends" podcasts

Is your B2B marketing strategy stuck somewhere between a fax machine and a flip phone? Join us as Mark A. Pickett, certified slayer of stale strategies—calls time on outdated tactics. He dives into what it really takes to drag multi-generational companies into the marketing present (and even future), where brand matters, customer experience rules, and “we’ve always done it this way” gets left in the shredder. This one’s not just a wake-up call—it’s a marketing intervention. Guest: Mark A. Pickett—B2B marketing executive, Co-Founder of The Black Phoenix

Here’s what it really takes for CEOs to support effective marketing when there are various challenges in the market. With tariffs looming, the ISM index slipping, and consumer confidence in decline, marketers can’t succeed without leadership that shows up, communicates clearly, and executes. Barry lays out how transformational leaders drive daily results, execute on big initiatives, and build engagement from the boardroom to the front line—especially when growth is slow and pressure is high. If you’re a CEO who wants better marketing outcomes, focus on more than the quarterly slide deck and start leading like it matters. No fluff. Just facts, frameworks, and a little fire. Guest: Barry Litwin—CEO of Test Equity and the former CEO of Global Industrial, Adorama, and Party City.

Who needs a full-time CMO when you can get the best parts without the baggage? CMO on Demand cuts through the fluff and gets real about why fractional CMOs are the future of marketing leadership. No bloated salaries, no long-term BS—just sharp strategies, straight talk, and results. Hosted by seasoned fractional CMOs who’ve seen (and fixed) it all, this podcast serves up the hard truths and smart moves you need to scale fast. Guest: Klaus Werner, Chief Digital and Marketing Officer, Agility Group

Digital transformation will be in full-blown overdrive. And guess who’s driving it? Younger corporate buyers who want it all: seamless omnichannel experiences, diverse offerings, and a smooth, pain-free process. But here’s the kicker: 96% of them are pissed off with something in their buying journey—whether it’s clunky tech or a lack of diversity in your approach. Digital marketing pro Justin Racine drops the truth on how B2B marketers can stop ignoring the obvious, listen to buyer demands, and actually get it right before they lose the sale—and their reputation.

Welcome to episode #1 of B2B No Bull! Hosts Liz Brohan, Mary Olivieri, and Mark Brohan are joined by Velinda Cox—President of Sound Horizon LLC and former VP of eCommerce & Digital Transformation at Konica Minolta—for a dynamic conversation about what it really takes to lead change in today’s fast-moving business world.