In this episode, Jennifer and Casper dive into how the mindset around demand generation on platforms like LinkedIn is shifting — and what that means for marketers.
Key topics covered:
Why frequency matters more than volume at the top of the funnel
How video and single-image formats play different roles in the content stack
The new role of engagement objectives in retargeting layers
How to spot meaningful leading indicators when direct attribution breaks down
Why most marketers still underestimate the power of content sequencing and storytelling
You’ll also hear:
Why measuring success purely by form fills is misleading
How shifting to platform-native metrics can surface higher-quality opportunities
A real-world case where changing campaign structure led to 15% more meetings and a 76% increase in pipeline
This episode challenges the “lead gen first” mindset and pushes you to rethink how you approach content, measurement, and retargeting in 2025.
AI is everywhere in B2B right now; search, sales, customer success, RevOps.
But here’s the uncomfortable truth: 95% of AI pilots deliver zero revenue impact.
In this week’s Marketing Corner, Jen and Casper cut through the noise to look at what’s actually working (and not working) with AI in go-to-market.
From the 13 new AI tools launched every single day to the rise of zero-click search, they unpack why most companies are still just slapping “AI” on top of bad processes and why that’s a recipe for chaos, not growth.
The conversation dives into:
⚡ Why “plus AI” thinking keeps failing (and what “AI plus” really means)
⚡ How bad data is 10x’ing chaos instead of results
⚡ Why AI isn’t replacing humans anytime soon (hello, Klarna & Duolingo)
⚡ The new playbook for discoverability in AI-driven search
If you’re feeling overwhelmed by the hype cycle and want a grounded take on how to actually use AI in your GTM motion, this episode’s for you.
To celebrate the start of another TechBBQ (and because we had technical issues that rendered our latest episode useless), we are re-releasing our first ever live recording from where it all began - TechBBQ.
For our very FIRST live episode, Casper and I returned to where it all began - TechBBQ, Scandinavia's largest startup and innovation summit. 💡
📍ICYMI: In 2020, right in front of TechBBQ HQ, the idea for Marketing Corner was born. 4 years, 3 children, 87 episodes, and 8,000+ listeners later, we were invited back to record in front of a LIVE audience 👥
In this special double-episode, we dive deep into a topic many companies struggle with: Go-To-Market Strategies. We’ll cover:
🔑 What a GTM really is
🎯 Who does what
📊 How to measure success
And 👏 so 👏 much 👏 more 😮💨
Funding. Everyone wants it. Few talk about what actually happens when you get it.
In this “return from summer break” episode of Marketing Corner, Casper and Jen cut through the buzzwords and spill the tea on funding:
First, we cover the basics:
Angel vs Seed vs VC vs PE - and why do people keep thinking I work in VC, dang it!
The alphabet soup of Series A, B, C, D - and what really changes at each stage.
Then, we cover the stuff they leave out of the funding brochure:
That shiny investment isn’t free money — it’s a loan you will have to pay back one way or another.
Who actually calls the shots once the deal is signed (hint: not always your CEO)?
Overnight target shifts that could make you cry
Culture creep - no matter how good yours is, it will change.
The revolving door of talent, because the people who got you here aren’t always the ones to get you there.
We strip away the glitter and give you the marketer’s-eye view of the funding process. Messy? Yes. Political? Definitely. Manageable? Absolutely — if you know what’s coming.
Everyone might be off on summer holidays, but we’re bringing back one of our most listened-to episodes.
And that’s...unfortunate.
Because it means this topic still hits close to home for many of you, all over the world, even though we first released this episode back in 2023.
Toxic Leadership
Whether we like it or not, toxic leadership is something many of us have faced—or will face—at some point in our careers.
In this episode, we dig into:
How to spot toxic behaviors early
Strategies for managing toxic leaders
What to do when you’re asked to execute a bad idea
Knowing when to stay and when it’s time to cut your losses
And a lot more.
What would you add to this list? Tell us about your shitty bosses.
We're back for another Casperless episode, Jennifer and Birte Steen (Rock Consulting, Verdane GTM Advisor).
And we did it - WE DID IT, GUYS! We've finally solved the age-old issue on how to achieve Sales & Marketing alignment!
Well, ok maybe not entirely, but Birte shares with us her insights gained from years as a CRO at multiple companies to help us move past blame, break down silos, and cut it with the NMFP attitudes to show how alignment creates a scalable, repeatable revenue engine.
Here’s what we cover:
Why most alignment efforts fail (and how to fix it)
How a shared data model turns arguments into action
Using micro-moments to drive pipeline together
Why incentives, culture, and coaching matter more than tools
How marketing can make outbound easier (and more effective)
If you’re tired of finger-pointing and want your teams celebrating together, this episode is for you.
The Bowtie Funnel: Fix Your Leaky Funnel
This week on Marketing Corner, Jennifer sits down with Berta Steen (Rock Consulting, Verdane GTM Advisor) to break down the real reason your funnel isn’t driving sustainable growth.
We tear apart the “funnel to closed-won” mindset and show you how the bowtie helps you align marketing, sales, and CS while giving you a true data model for growth.
We cover:
Why the traditional funnel is killing your NRR (and ultimately your CAC)
How the bowtie creates a common language across teams
The overlooked metrics that actually drive repeatable, scalable growth
Using “micro-moments” to optimize your funnel starting today
Why your bowtie should live inside your financial model, not just a slide deck
If you want to scale without scaling chaos, this episode will change how you think about your GTM.
This week we have another Casperless episode of Marketing Corner. Jen is back with Jacco van der Kooij to unpack how AI-native companies are really growing their user base.
Not only will we explore why your users are your best (but often under-recognized) pipeline, but we'll also dive into:
Why AI-native companies scale faster by using users to generate pipeline
The hidden math behind user-led growth most teams overlook
Practical ways to tier and activate your users tomorrow
Why Scandinavian SaaS needs a different playbook than Silicon Valley
How to operationalize dark funnel word-of-mouth into measurable pipeline
The mindset shift your CEO needs to stop wasting budget on stale acquisition tactics.
Hold on to your headphones and prepare to see pipeline generation with fresh eyes.
In this summer holiday special, Jen and Casper dig into the chaotic reality of modern marketing tech stacks and why too many teams are wasting budget on tools they barely use.
Sparked by the latest 2025 CMO Survey, we unpack why nearly half of marketing tools sit unused, while budgets for MarTech are set to more than double.
We get into:
Why 44% of tools never get used and how that happens
The hidden cost of bad procurement and security processes
Why fancy tools don’t replace strategy or internal alignment
How to build a stack that actually works across marketing, sales, and IT
The real cost of not auditing your tech stack or training your team
If you’ve ever fought for tool access, been sold a fake integration, or wondered why your “AI-powered” platform adds zero value, this one’s for you.
And yes, they do suggest you ask yourself: Would I buy this tool with my own money?
Is hybrid work really working… or are we all pretending it is?
In this episode, Jen and Casper unpack the messy reality of hybrid, remote, and office work post-COVID.
If you’ve ever wondered why your Slack is overflowing, why “culture” feels harder, or why collaboration is slower even with all your fancy tools, this one’s for you.
We get into:
Why hybrid work isn’t always as productive as it seems
The hidden cost of remote flexibility on speed and culture
Why over-communication isn’t optional if you want hybrid to work
What actually works for marketing teams that need to move fast
Is hybrid the future? Yes.
But it’s messier, costlier, and requires more intention than you think.
If you're learning a team and want to embrace a productive and efficient hybrid work culture, this is a must-listen.
The book we refer to, The World Is Your Workplace, by Raj Choudhury, is available here.
This episode is a full-blown rant, so if you like a rage listen, this one's for you.
Inspired by the episode “Common People” from Black Mirror, Jen and Casper dissect what is wrong (and what drives us NUTS) when it comes to SaaS pricing, including:
Why modern SaaS can feel more like extortion than service
How “upgrade or suffer” pricing kills trust and user experience
The flood of underused tools draining budgets in startups
Why usage-based pricing might be the reset SaaS needs
And yes, they compare Netflix bloat to enterprise software creep.
Is SaaS dead? No. But it’s bloated, messy, and overdue for a reckoning. Tune in to hear why the next big shift won’t come from the biggest players - and why that’s a good thing.
CCO, CRO, CMO - what’s the difference, and who should actually lead growth? In this episode, Casper and Jen untangle the chaos of commercial leadership titles in startups and scaleups. Whether you’re hiring your first C-level or stuck between Sales and Marketing turf wars, this episode brings clarity (and a few spicy takes 🌶️).
We cover:
Why most CROs and CCOs don’t come from marketing, and why that matters
When to hire a CMO, and the costly mistake founders make by doing it too early (or too late)
The real reason your pipeline isn’t converting and why more sales hires won’t fix it
How Customer Success is overlooked, and why that’s killing your revenue scalability
Why your GTM motion - not your headcount - should decide your leadership structure
If you’re drowning in vanity C-level titles with serious overlap and not sure if you're getting enough bang for your C-level buck, this one's for you 🫵
Are you scaling your GTM motion… or just hiring more salespeople and hoping for the best?
How’s that working out for you❓
In this Caper-less 😭 episode, Jennifer sits down with Jacco van der Kooij, founder of Winning by Design, and Birte Steen, GTM advisor and founder of Rock Consulting, to unpack why growth needs to be designed - not improvised:
In this conversation, Jacco, Birte, and Jen explore:
Why most companies stall - not because of product or market - but because of broken GTM execution.
How the Bowtie Model reframes marketing’s role beyond just acquisition.
The difference between a process and a framework (and why most teams confuse the two).
What a “revenue production line” looks like in PLG, enterprise, or hybrid motions.
Who actually owns the GTM architecture (spoiler: it’s not your head of sales).
The three stages of growth: scalable, sustainable, and durable - and why so few companies get past stage one.
And so much more!
If you're in B2B and tired of GTM chaos, misaligned motions, and shooting from the hip, this one’s for you 🫵
This week, Katrine Rasmussen, CMO at Pixels, returns to break down how her team built a revenue engine disguised as an event strategy - and why ABX isn’t a tech stack, it’s a mindset.
We cover:
How Pixels went from ad hoc event execution to a disciplined, cross-functional program built for scale.
How the right team supports alignment across marketing, sales, and customer teams around one cohesive motion.
Why protecting the attendee experience — even from sponsors and internal stakeholders — is non-negotiable.
If you’re working in B2B and trying to turn events into something more than lead generation theatre, this is a clear look at what it takes.
🎧 Available wherever you get your podcasts.
This week on Marketing Corner, Katrine Rasmussen, CMO at Pixels, joins us to talk about what it really takes to grow enterprise deals when you're selling a high-ticket product in a niche market.
We cover:
What ABX is (spoiler: it's more than rebranded ABM - it's a full commercial strategy).
How COVID accidentally proved the ROI of their now-flagship event strategy.
Why they killed off their free trial (yes, really) and what it took internally to make it stick.
How planning events with military precision is what it takes to actually drive pipeline.
If you’re hunting whales but still operating a volume game, this one’s a must listen.
Available wherever you listen to podcasts.
In our last episode, Kamma Luise helped us map the current state of Product Marketing. This time, we look ahead:
What does the future of Product Marketing actually look like?
Yes, AI plays a major role - but this isn’t just another “AI will change everything” conversation.
We explore why the future belongs to PMMs who know how to enable their teams: the ones who build the foundations and create the conditions for go-to-market success, including:
Why AI is just a tool and not the work itself
How to use AI to buy back time and go deeper where it matters most
How to create a digital twin of your ideal buyer (or even your HIPPO)
The new PMM skillset: AI-literate, insight-led, commercially aware
Using strategic messaging maps and behavioral intel to spot gaps and drive product and GTM
How the Marketing Leader is the one responsible for creating space for PMMs to thrive
TL;DR: The next-gen PMM will be your team’s most AI-literate member: curating the best sources, mastering the right tools, and connecting the dots faster than anyone else.
It's one of the most sought after, and often misunderstood, positions in the marketing team: Product Marketing.
In this week's episode, we sit down with our favorite “Woo Girl”, and all around lovely human, Kamma Luise Rodian - Head of Marketing at UnitedFintech and Product Marketing master. Kamma shares her unique perspective on what Product Marketing really is, where it fits in the org, and why companies often expect too much from the role.
We cover:
What is Product Marketing, Really? Kamma’s personal definition of PMM, how it’s evolved over her career, and common misconceptions (especially in startups). Plus, we tackle the big question: Should PMM sit in Marketing or Product?
Building Product Marketing from the Ground Up: Learn how Kamma built PMM functions at AppFollow and United Fintech, her key focuses in the first 90 days, and the frameworks she swears by for GTM and strategic messaging.
Strategy vs. Execution: Navigating the tension between high-level strategy and moving fast, correcting GTM missteps, and the critical role of PMM in pricing, packaging, and positioning.
Leadership & Key Takeaways:Discover what great PMM leadership looks like in scaleups, the mistakes companies often make when hiring, and one thing Kamma wishes more founders understood about Product Marketing.
Plus, we wrap up with her hot take on Product Marketing that just might surprise you.
Whether you’re a founder, a marketer, or someone looking to understand Product Marketing better, this episode is packed with real-world insights and actionable takeaways.
Tune in and get ready to rethink what you know about Product Marketing.
If your leads drop in summer or your Q4 pipeline looks magical - it's not random. Seasonality impacts B2B marketing more than most teams admit. So let's talk about it.
In this episode, we cover:
What seasonality in B2B actually looks like
How marketing performance shifts across the calendar
Ways to align your campaigns with buyer behavior and timing
Why adjusting your strategy by season isn’t optional
And what does my wardrobe have to do with any of this?
Looking to improve campaign results year-round? Start by understanding the seasonality of your market!
If you've listened to this episode, you're in the top 1% (IYKYK).
Creativity isn’t just for designers - it’s an essential business survival skill. In this episode, we dive into why creative thinking is so hard to sustain inside fast-moving teams, and how most companies get it wrong.
Why creativity needs consistency and not annual offsites with Post-its
The hidden reasons good ideas never get off the ground
How the HIPPO quietly kills creativity (and what to do about it)
Simple shifts to make creative thinking a weekly habit
A few exercises that might feel strange but actually work
If you want to stop treating creativity like a one-off event and start making it part of your workflow, this one’s for you.
When Brands Collide: Marketing Through M&A.
What happens to your brand when your company gets acquired - or you're the one doing the acquiring?
(Hint: It’s more than just slapping logos together and calling it a day.)
In this episode, Jen and Casper tackle the real branding and marketing chaos that comes when two brands collide during M&A, including:
If M&A is in your future, here's your marketing playbook.
