In this episode of OnBase, host Chris Moody talks with Myla Pilao about how brands can remain relevant and resilient in the age of AI. Myla shares her unconventional path into the ICT and cybersecurity industry, and why translating technical narratives into relatable, actionable stories is key to influencing behavior.
The conversation explores AI’s role in shifting from transactional to relationship-driven customer experiences, the importance of high-quality data, and strategies for hyper-personalization without crossing privacy boundaries. Myla explains how her team balances automation with creativity, integrates AI responsibly, and aligns global teams around AI-driven processes.
Key Takeaways
Quotes
“Garbage in, garbage out still holds true. The quality of your data will make or break your AI outcomes.”
“The foundation can be AI-driven, but the final touch has to be human.”
Best Moments
Resource recommendations
About the Guest
Myla V. Pilao is a seasoned cybersecurity marketing leader with extensive experience at the intersection of technology, marketing, and public relations. As Director of Technology Marketing at Trend Micro, she drives thought leadership initiatives that translate complex security concepts into actionable insights for audiences from C-suite executives to everyday tech users.
With a career spanning leadership roles in technical support, customer relationship management, and marketing, Myla has built a strong record of guiding teams through the evolving digital landscape with a focus on trust, privacy, and innovation. Prior to Trend Micro, she held customer engagement and support roles in the gaming technology and telecommunications industries.
She holds a Master’s Degree from National University and a Bachelor’s Degree from the University of Santo Tomas.
Episode Summary
This episode of the OnBase Podcast dives into AI’s critical role in transforming go-to-market (GTM) strategies, brand building, and buyer engagement in the B2B landscape. Host Paul Gibson speaks with Rob Gold about how AI serves as a strategy accelerator, not just a buzzword, and explores the behaviors modern B2B marketers need to adopt to remain competitive. Rob also shares insights into Dentsu's groundbreaking AI-powered transformations and outlines the trends that will redefine B2B marketing by 2030.
Key topics include the increasing importance of brand trust, AI-driven personalization, and actionable first steps for companies ready to expand their AI maturity while keeping human creativity at the core.
Key Takeaways
AI is an accelerator for strategies, enabling organizations to reduce decision-making times and optimize buyer journeys.
A strong brand built on trust and aligned values is essential to establish credibility with buyers.
Simplifying complex purchase processes can shrink sales cycles and improve buyer satisfaction.
Leveraging predictive AI enhances both targeting precision and real-time responsiveness.
Key shifts such as machine-to-machine commerce and marketplace dominance will demand innovative solutions.
Quotes
“AI is not the strategy. It is the accelerator of your strategy.”
Best Moments
01:10 – Rob’s Journey & Vision: How his career shaped his leadership principles at Dentsu B2B.
03:07 – Key Modern B2B Behaviors: Brand trust, experiences, and the agility to stay relevant.
15:44 – The Role of AI in Marketing: Using AI to enhance predictive modeling and shorter sales cycles.
21:38 – Real-World Application of AI: The transformational success of AI-driven quote engine “Lily.”
33:43 – 2023 to 2030 Trends: What’s coming next in B2B, from autonomous commerce to ethical marketing.
Shout-Outs
About the Guest
Rob Gold is the Global President of Dentsu B2B, leading a network of over 1,000 B2B specialists worldwide. With more than two decades of experience, Rob's career spans global brands like BMW and Zenith, as well as spearheading innovations in B2B marketing at Merkle and Dentsu. His visionary approach blends data, technology, and creativity to drive success for some of the world’s most ambitious companies.
Website: www.dentsu.com
Episode Summary
In this episode of OnBase, host Chris Moody welcomes Preet Sibia to discuss the evolution of go-to-market strategies from a transactional, product-first approach to a deeply customer-centric model. Preet shares candid insights from his decades of experience in semiconductors and reveals the operational, cultural, and structural shifts required to make customer orientation a reality.
From building clear sales processes and empowering account managers to mastering alignment across teams and driving change management, Preet offers a detailed blueprint for organizations ready to elevate their customer relationships. He also emphasizes how investing in the right talent and metrics creates sustained impact across retention and growth.
Key Takeaways
Sticking to a product-oriented model may yield short-term success, but long-term growth demands a strategic shift to understanding and solving customer pain points. Customer-centricity transforms vendors into co-investors in client success.
Multiple siloed product teams can overwhelm customers. Empowering a single account owner (the “quarterback”) to guide the engagement improves clarity, builds trust, and deepens relationships.
Successful transformations require a standardized sales process, clear role definitions, and well-trained application engineers and marketers who focus on customer needs, not just product features.
By understanding strategic roadmaps and elevating customer conversations beyond transactional buying, businesses can position themselves as indispensable partners, boosting long-term retention.
Communicate relentlessly. Involve key leaders in shaping the change. Focus energy on those committed to the new vision, rather than spending time converting detractors.
Beyond product sales, leading indicators include customer satisfaction surveys, direct feedback, and clarity in account ownership. Internal and external alignment is key.
Quotes
“We used to walk into customer meetings with 20 product reps. Now we walk in with a few strategic voices focused on solving the customer’s problem.”
“Change doesn’t work unless you pour your energy into those who want to drive it. That’s how momentum builds.”
Best Moments
(01:00) – Preet’s early journey in semiconductors and his unexpected start on a tech support hotline.
(03:45) – Why customer-centric go-to-market isn’t optional for future growth.
(07:00) – How customer relationships shift when you focus on strategic problems over transactions.
(10:00) – Operational changes that empower sales teams and streamline customer interaction.
(16:00) – Managing change: from selecting champions to navigating resistance.
(21:15) – Metrics that reflect progress in customer-centric strategy.
Resources recommendations
Shout-Outs
Jack Gifford, Founder of Maxim – Preet’s early mentor and a lasting influence on his leadership philosophy.
About the Guest
Preet has over 25 years of global experience leading teams covering product marketing, applications engineering, sales, and distribution management. In his current role Preet leads Sales, Marketing, and Applications Engineering for Infineon’s Consumer, Computing, and Communication business in the Americas region.
Episode Summary
Alexander DeMoulin joins the OnBase Podcast to share his candid and inspiring journey from a failed salesperson to a respected RevOps leader. In this episode, he offers a behind-the-scenes look at how trust is built between sales and marketing teams—and why “bad data” is often the first and biggest barrier to collaboration.
From his apartment (formerly his basement), Alexander details how he used scrappy problem-solving and tools like Clay and Clearbit to rebuild trust with sales by cleaning up data, operationalizing lists, and turning feedback into action. His story is not just about tools and processes, but about earning buy-in and enabling cross-functional teams to take confident action.
Key Takeaways
Quotes
“There’s never perfect data in Salesforce. What matters is if your team can trust it enough to act.”
Best Moments
(01:11) From Fired Salesperson to Ops Leader
Alexander recounts the painful but transformative early career journey that shaped his specialization in ops.
(06:11) Where Outbound Lists Fail
The unsexy truth behind bad data, duplicate accounts, and trust breakdowns between marketing and sales.
(11:44) The Turning Point
A Slack message on a weekend sparks a rethinking of the entire outbound engine—led by Alexander.
(14:06) Peanut Butter and Clay
How Alexander turned wild sales criteria (“they need peanut butter on their site”) into scalable enrichment using Clay.
(21:03) The 6-Column Salesforce Truth Test
His most impactful solution: a system that ensured every account passed a rigorous check before reaching sales.
(26:19) From Bad Data to Collaborative Gold
With trust rebuilt, feedback loops expanded across ops, sales, and marketing, unlocking real collaboration.
Tech Recommendations
Resource Recommendations
Newsletter:
About the Guest
Alexander DeMoulin is the Director of Go-To-Market Operations at Intercom. With a career that started in university fundraising and took a winding journey through failed sales roles and marketing operations, Alexander brings a grounded, hands-on perspective to operational strategy. He’s led transformative work in sales and marketing alignment and is especially known for operationalizing outbound programs through innovative use of enrichment tools like Clay and Clearbit.
Episode Summary
Chris Savage joins the OnBase Podcast to share actionable insights on leveraging AI for brand building while staying true to authenticity. From his early days as a filmmaker to leading Wistia, Chris provides an engaging look into the evolution of brand strategies, the importance of creativity, and how leaders can guide their teams through this AI-driven transformation.
This episode explores everything from the risks of AI overhype to the timeless need for human connections in marketing. Whether you're a marketer, a leader, or AI-curious, this conversation will leave you equipped to build a stronger brand.
Key Takeaways
Shipping quickly and iterating often fosters original connections, driving stronger, standout brand strategies.
AI is increasing competition by lowering entry barriers; strong, authentic brands will be key differentiators in the long term.
Consumers value honest, transparent engagement. AI tools are helpful, but real human interaction will always carry unmatched trust.
Leaders should immerse themselves in front-line experiences to better understand and guide AI's integration into their brand strategy.
AI doesn’t replace humans; it amplifies their ability to ideate, streamline processes, and drive focus on high-value tasks.
Quotes
“Authenticity will never go out of style. Consumers crave real interactions over AI-polished facades.”
Best Moments
[00:48] The Story Behind Wistia
Chris shares the origin of Wistia and how YouTube inspired his vision to create a better platform for businesses.
[06:04] Why Brand Is King
Chris explains how a strong brand is non-negotiable to survive in a competitive, AI-driven world where differentiation is key.
[08:53] Secrets of Team Creativity
Structured risks, frequent attempts, and clear constraints help teams become more creative.
[19:43] The Power of AI-Driven Prototyping
Leaders, like Chris, are now using AI to create product prototypes, drastically shortening decision-making timelines.
[26:19] Guidance for AI Integration
Chris dives into the dangers of over-promising AI capabilities and offers strategies for incorporating innovation while managing customer expectations.
Tech Recommendations
Superhuman Email – Described as “luxury email,” Superhuman excels with AI-supported workflows like auto-replies and enhanced filtering, helping users streamline interactions.
Wistia – Wistia’s video platform empowers authentic video production and management, a critical tool for building resilient brands.
Resource Recommendations
Books:
Podcast:
Shout-Outs
About the Guest
Chris Savage is the CEO and co-founder of Wistia, a platform dedicated to helping businesses leverage video for effective brand building. With a background in film and over a decade at the forefront of B2B technology and marketing, Chris is a visionary leader reimagining how brands can amplify their impact in a rapidly evolving world.
Website: www.wistia.com
Episode Summary
In this episode of OnBase, host Chris Moody sits down with Mark Boothe to explore how AI agents are reshaping the future of marketing. Mark brings candid insights from his tenure at Domo, diving into the transformative potential of agentic workflows, the necessity of AI readiness, and how marketers can navigate both disruption and opportunity.
Mark shares practical advice on leveraging agents as "tireless teammates" for joyless, repetitive tasks, enhancing competitive intelligence, scaling content creation, and making smarter, faster decisions across go-to-market functions. He also reflects on challenges CMOs face today—from attribution complexity to shifting SEO dynamics—and explains why waiting to adopt AI is the riskiest move of all.
This conversation is a must-listen for B2B marketers, CMOs, and business leaders looking to scale with purpose and intelligence in the age of autonomous agents.
Key Takeaways
Quotes
“AI agents should make you way smarter, faster, and more adaptable—if you're aligned with the right goals.”
Resource recommendations
Resource recommendations
Books:
B2B Leaders to follow
About the Guest
Mark brings over 15 years of diverse marketing experience and is passionate about driving Domo’s business growth through marketing initiatives. His mission is to empower all Domo customers and prospects with the insights and tools they need to make better business decisions and achieve their goals. In his previous role as VP of Community, Partner, and Field Marketing, Mark and his teams established new and strengthened existing programs to address customer pain points and create a greater sense of community. They also executed campaigns, programs and events that showcase the value of the Domo platform.
Before joining Domo, Mark spent more than 10 years working in customer relations and marketing at Adobe and worked at Instructure as its senior director of customer marketing. He received his MBA from Utah State University and a bachelor’s degree from Brigham Young University. Outside of work, Mark enjoys spending time with his family and traveling.
Episode Summary
In this episode of OnBase, host Chris Moody talks with Angela (Bruns) Herlihy about crafting and scaling an account-based strategy that aligns teams and delivers results. From her early days in gymnastics to leading marketing ops in a public company, Angela shares a compelling story of grit and growth.
She walks through the operational realities of building ABM frameworks in resource-constrained environments, redefines what ABM really means across sales and marketing, and explains how to make strategic decisions with imperfect data. Angela’s hands-on experience and pragmatic mindset offer a roadmap for anyone navigating the messy middle of ABM adoption.
If you’re looking to operationalize strategy, influence pipeline, and align GTM teams—this episode delivers both inspiration and actionable advice.
Key Takeaways
Quotes
“ABM doesn’t just require operational alignment—it forces it.”
Best moments
Tech recommendations
Resource recommendations
Podcasts:
Newsletter:
About the guest
Angela (Bruns) Herlihy is a seasoned B2B marketing leader with a rare blend of technical expertise and strategic insight. Currently at DoubleVerify, Angela has built and scaled a full-stack marketing operations function covering everything from campaign management and analytics to website strategy and ABM.
Her career spans roles in market research, database marketing, and marketing operations at companies including Gartner Digital Markets and LaserSpine Institute. Angela’s work has influenced demand gen, reviewer acquisition, and full-funnel ABM strategy. She’s known for her ability to scale marketing functions from scratch, align cross-functional teams, and drive operational efficiency with measurable impact.
Angela brings a unique mix of grit, precision, and vision to her work—skills rooted in her background as a competitive gymnast.
Episode Summary
In this episode of OnBase, host Chris Moody talks with Vincent DeCastro about the intersection of AI and ABM, revealing how advanced tools are improving the scalability of one-to-one and one-to-few account-based strategies. From real-world success stories to actionable insights, Vincent dives deep into the challenges of hyper-personalization and how business teams can leverage AI to streamline efforts while enhancing relationships.
Key Takeaways
AI bridges the gap between manual efforts and scalable success, allowing marketers to hyper-personalize their outreach with greater efficiency.
AI-powered tools like Humantic AI and Manus help marketers deliver deeply personalized messaging, from emails to team cards.
Vincent emphasizes the importance of relationships over vanity metrics in ABM strategies.
AI tools remove biases in selecting target accounts and deliver data-backed choices for better ABM campaigns.
Through AI-based automation, Vincent’s team reduced team card customization efforts from three weeks to two days, enabling global ABM scalability.
Quotes
“AI isn’t just eliminating inefficiencies; it’s creating ways for marketers to aspire higher and achieve more.”
Best Moments
Tech Recommendations
Shout-Outs
About the Guest
Vincent DeCastro is the President and Owner/Senior SEO Consultant at The Advanced Business Metrics Agency. With a background in Internet Sales Management at BellSouth/AT&T and Account Executive experience at Thomas Industrial Network, Vincent specializes in SEO, PPC, and web-based content solutions for small and mid-sized companies. Vincent is also knowledgeable in strategy development and training, constantly updating best practices based on algorithm and AdWords updates.
Website: abmagency.com
Episode Summary
In this episode of OnBase, host Chris Moody sits down with Bryan Bowles to discuss how marketers can drive sustainable customer growth through tighter alignment with commercial teams, smarter segmentation, and role clarity across go-to-market functions.
Bryan shares his unconventional career path and the insights he’s gained by working across technical, product, and sales roles. He explains why marketers must understand both the buyer and the seller journeys, and how misaligned activities can waste resources and erode trust.
From building campaigns that matter to structuring internal marketing roles with precision, Bryan offers a blueprint for modern B2B teams seeking to make a meaningful impact—especially when budgets are tight and expectations are high.
Key Takeaways
Quotes
“You don’t need to spam the world. You need to be relevant to the right segment and convert.”
Best moments
02:00 – Bryan’s journey from rural hospital analyst to marketing leader.
05:30 – Where companies fail in connecting commercial goals to marketing actions.
09:00 – The secret to scaling customer growth through tight segmentation.
13:00 – Turning field events into actionable intelligence for frontline teams.
16:00 – Role definition and the art of avoiding activity-based marketing.
20:00 – How merging content and campaign teams accelerated execution.
23:30 – Why winning market share requires precision, not volume.
Resource recommendations
Books:
Podcasts:
Shout-outs
About the guest
Bryan Bowles is a seasoned marketing executive with over two decades of experience leading growth and innovation across the healthcare industry. He currently serves as Vice President of Corporate Marketing at GHX, where he oversees global marketing strategy, brand development, and the alignment of marketing initiatives with enterprise-wide business goals.
Prior to GHX, Bryan held senior leadership roles at Everside Health and Premier Inc., where he was known for launching innovative healthcare solutions and driving measurable marketing impact. With a background spanning product management, sales, and marketing, Bryan brings a unique, cross-functional perspective that fuels customer-centric growth strategies.
Connect with Bryan.
Episode Summary
In this episode of OnBase, host Paul Gibson sits down with Bee Patel for a deep dive into what it really means to “own the brand” in 2025. Bee challenges the legacy idea that branding lives solely within marketing and shares how today’s most effective brands are shaped by collaborative ownership across HR, product, comms, and sales.
Bee discusses the evolution of branding as a business outcome driver—supporting everything from lead generation to sales conversion—and shares actionable strategies for unifying internal teams to create stronger external brand impact. The conversation also tackles AI's current challenges, the importance of simplification in brand governance, and how fostering creative freedom can help teams cut through the noise.
Best moments
Key Takeaways
Tech recommendations
Resource recommendations
Books:
Blogs:
Shout-outs
About the Guest
Bee Patel, Global Marketing & Communications Director at AlphaSights is a razor-sharp marketing leader, bringing over 15 years of expertise and knowledge across marketing and communications. With experience in internal and external communications, she is passionate about crafting user-centric content and messaging that cuts through the noise and is delivered through an integrated communications mix. She currently leads the global Brand and Communications Team at AlphaSights, focused on brand building strategies and connecting with their key stakeholders through compelling storytelling and engaging digital experiences.
Prior to joining AlphaSights, she led the European content and communications team for Fortune 500 technology solutions provider, Insight, overseeing their PR, social, and content strategy across nine European regions.
Episode Summary
On this episode of the OnBase Podcast, Gabe Rogol dives into how AI agents are reshaping go-to-market strategies and reveals what Demandbase 4.0 brings to the table. Gabe outlines the evolution of account-based marketing, the need for open and flexible platforms, and where automation meets human creativity in redefining the modern sales and marketing landscape. Whether you're a sales leader, marketer, or just curious about AI's role in B2B, this episode delivers thought-provoking clarity and actionable takeaways.
Key Takeaways
Quotes
“Trust is foundational to alignment. Without trust, the entire go-to-market process breaks down.”
Best Moments
Tech Recommendations
Obsidian (Zettelkasten Tool) – A robust digital note-taking system for organizing non-linear ideas and linking essential insights across topics.
Resource Recommendations
Shoutouts:
About the Guest
As the Chief Executive Officer of Demandbase, Gabe is responsible for fulfilling the company’s mission of transforming how B2B companies go-to-market.
Since joining Demandbase in 2012, he has been committed to setting the product and corporate strategy for the company. Throughout his two-plus-decade career, Gabe has held various leadership positions, including managing world-class customer service and sales teams at IDG and other leading publishers. He received his BA in Comparative Literature and Russian Language and Literature from Brown University.
Episode Summary
In this episode of OnBase, host Chris Moody sits down with Jessica Rhodes to talk about branding, likeability, and how podcasting can transform your sales conversations. Jessica reflects on how she turned a favor for her dad into a thriving business and why bringing your whole personality to the table is key to building buyer trust.
From tactical takeaways on content repurposing to deeper insights on the neuroscience of decision-making, this conversation is equal parts actionable and human. Jessica explains why likability isn’t fluff—it’s foundational—and how being authentic across every marketing touchpoint builds a brand that wins even in a competitive sales process.
If you’re in B2B marketing, sales enablement, or looking to boost your thought leadership through podcasts, this one’s for you.
Key Takeaways
Quotes
“Your brand identity is letting your personality come through your marketing. People logically assess vendors—but they choose the one they like most.”
Best moments
02:00–04:30 – Jessica’s journey from door-to-door canvasser to podcast agency founder.
05:30–07:00 – Likeability and brand identity: why it matters more than features.
08:45–11:00 – The challenge (and power) of bringing your full self to work.
11:30–13:30 – What to do right after you record a podcast: behind-the-scenes content, repurposing, and engagement tips.
14:45–15:30 – Podcasting’s secret SEO advantage.
16:15–18:00 – Using gut instinct and a calm nervous system to make better decisions.
Tech recommendations
Resource recommendations
Books:
Podcasts:
Shout-outs
About the Guest
Jessica Rhodes is the founder of Interview Connections, the world’s first podcast booking agency, launched in 2013 before podcast guesting was on anyone's radar. As a trailblazer in the podcasting space, Jessica Rhodes has helped more than 800 clients land over 30,000 podcast interviews, establishing herself as a thought leader in how businesses can leverage podcasting to grow. Her mission is simple yet powerful: to help entrepreneurs who feel like the best-kept secret increase visibility and build trust through the human-to-human connection that only long-form podcast interviews can provide.
Episode Summary
In this episode of OnBase, host Chris Moody reunites with longtime friend and podcast co-creator Amber Naslund for a reflective and forward-thinking conversation. Amber brings a wealth of experience across the marketing-sales spectrum and shares how her background in marketing has become her superpower in sales.
They explore how better collaboration between marketing and sales can unlock massive gains, why product marketing and sales enablement should stop building models and start offering "Legos," and how storytelling in sales is less about fables and more about connecting dots. Amber also gets real about brand vs. demand debates and why marketers need to stop underestimating the power of long-term influence.
Key Takeaways
Quotes
“Brand is demand. It’s all one thing. The biggest mistake marketing made was thinking brand was separate from measurable success.”
Best moments
01:20 – Amber’s career journey: from nonprofit fundraising to sales leader at LinkedIn.
05:30 – What marketers misunderstand about sales (and vice versa).
09:15 – The art of “getting comfortable with casual.”
12:30 – Why enablement teams need to provide mix-and-match sales materials.
15:30 – Storytelling in sales: not fluff, but hypothesis.
18:00 – The real power of brand—and why we’re measuring it all wrong.
Resource recommendations
Books:
Podcasts:
Shout-outs
About the Guest
Amber Naslund is a seasoned marketing and sales executive, currently serving as a Director at LinkedIn within their Marketing Solutions business. With over 25 years of experience across nonprofit fundraising, B2B marketing, tech startups, and enterprise sales, she brings a rare dual-lens perspective from both sides of the revenue table.
From co-founding a podcast with host Chris Moody over a decade ago to transitioning from marketing leader to sales director, Amber has continually embraced growth, reinvention, and empathy as cornerstones of her leadership. She’s passionate about bridging the gap between marketing and sales teams, crafting meaningful stories, and advocating for the value of brand in today’s attribution-obsessed world.
Episode Summary
On this episode of the OnBase Podcast, Sam McKenna shares her unconventional and highly effective sales strategies. From her trademark 'Show Me You Know Me' philosophy to redefining what it means to put manners first, Sam highlights the importance of doing the unexpected in sales to stand out. She details her inspiring career path, her passion for empowering women, and her views on the importance of genuine human connection in building lifelong client relationships. Unmissable for anyone in sales or leadership, this episode is full of energy, wisdom, and actionable takeaways.
Key Takeaways
Personalization in sales must go beyond surface-level AI-generated efforts. Take the time to truly understand your prospects and leverage that understanding to build relationships.
Incorporating gratitude and respect throughout the sales process helps create exceptional experiences for buyers, even when deals don’t close.
Revisit clients post-sale to ensure satisfaction and build trust. These connections can drive referrals and repeat business.
Simple, thoughtful gestures (e.g., rubber duckies or customized books) can make a lasting impression.
Plan targeted outreach early in the week and send personalized emails during off-peak times to boost visibility.
Quotes
“The bar in sales isn’t low; it’s on the floor. Step over it.”
Best Moments
[00:34] Career Beginnings
Sam shares her unorthodox entry into sales, going from art aspirations to a thriving sales career.
[02:47] Becoming a LinkedIn Influencer
How one blog post in 2011 on 'Show Me You Know Me' turned into a movement and drove unexpected demand generation success.
[05:45] Manners First, Always
Sam explains how small acts of gratitude, such as responding to email rejections politely, can leave lasting positive impressions.
[14:13] Empowering Women in Sales
A heartbreaking story of resistance from a colleague drives Sam’s mission to support, uplift, and empower other women in sales.
[23:00] Creative Gestures Close Deals
From rubber duckies to personalized books, Sam shares memorable examples of gifts that strengthen relationships.
[32:38] A Smarter Way to Plan Outreach
Sam outlines her unique strategy for timing emails to increase response rates and engagement.
Tech Recommendations
LinkedIn Sales Navigator: Gain actionable insights into leadership changes, hiring patterns, and organizational growth to refine your prospecting efforts.
Resource Recommendations
Newsletters:
DealBook by The New York Times
Podcasts:
Books:
Shout-Outs
About the Guest
Samantha McKenna is the Founder and CEO of #samsales, with over 100,000 LinkedIn followers. She has a 15+ year career in Enterprise sales, breaking over 13 sales records. She emphasizes a manners-first and buyers-first approach.
She is a LinkedIn expert, former Enterprise Sales Executive leader for LinkedIn’s Sales Navigator, and a Top Voice on LinkedIn in 2024. She has received numerous sales leadership awards and speaks at business schools like Harvard, Kelley, and Kellogg.
Since 2019, #samsales has achieved a multi-million-dollar revenue, 312% of its first-year goal, and significant double-digit growth. It is an all-women team, has served over 250 clients, raised over $110K for charity, and has been featured in publications like The Wall Street Journal.
Episode Summary
In this episode of OnBase, host Chris Moody sits down with Lydia Hutchison for a powerful conversation on what works in modern B2B prospecting. Lydia explains why typical AI-personalized messages fail to cut through and how relevance, rooted in deep customer understanding, wins every time.
She unpacks her triple-touch framework, the value of tone and timing, and the human psychology that underpins effective outreach. Lydia also reveals her favorite high-converting tactic that combines manual research with real-time relevance. If you’re struggling with connect rates, sequence performance, or objection handling, this episode offers a fresh, actionable perspective.
Key Takeaways
Quotes
“Everybody is getting their job done without you. So your job is to show them how to do it better—not tell them they’re doing it wrong.”
Best Moments
Shout-outs
About the Guest
Lydia Hutchison is the Head of Business Development at DataHub. She is a data-obsessed sales leader, builder of outbound sales motions, from early-stage startups to global enterprises. Lydia is passionate about coaching for success and empowering sales development orgs to crush their revenue and career goals.
Website: datahub.com
Episode Summary
This episode delves into the core principles of sales success and scaling go-to-market strategies through leveraging and alignment. Chaz Horn reflects on his inspiring career transformation and shares actionable insights on creating impact with minimal resources. He introduces his TTABS framework, discusses how mindset drives sales success, and explores how AI can revolutionize sales and training efficiency. Chaz's emphasis on transformation, both personal and professional, offers a fresh lens on building businesses that truly change lives while delivering results.
Key Takeaways
Strategic collaborations, like partnering with industry leaders, amplify reach and credibility.
Perspective acts as either an anchor in mediocrity or a springboard into potential.
Generative AI can automate tasks like creating origin stories, building training materials, and crafting personalized customer experiences.
Understand the tactic and technique while maintaining an attitude of service, tracking behaviors, and aligning strategy with goals..
Helping clients achieve transformation in their lives or businesses builds conviction and long-lasting business success.
Quotes
"AI can't replace the genuine connection humans bring to sales, but it enhances how we prepare for those connections."
Best Moments
Tech Recommendations
Resource Recommendations
Books:
Shout-Outs
About the Guest
Once homeless and ranked last out of 119 sales reps, Chaz Horn turned his career around by embracing mentorship and a proven system—jumping to #3 in just 45 days and earning over $14,000 in commissions. That breakthrough sparked his mission to help others achieve the same transformation.
Since founding Mastery of B2B Sales in 2016, Chaz has helped hundreds of consultants, coaches, and small B2B businesses consistently identify, attract, and onboard clients using his proprietary TTABS framework:
Tactic, Technique, Attitude, Behavior, and Strategy—the five essentials for predictable growth.
Author of The B2B Blueprint to Predictable Sales, Chaz blends systems thinking with personal transformation. His approach is shaped by overcoming real-life adversity—from depression and obesity to rebuilding his life through faith, biohacking, and discipline.
He lives by a “Get To” mindset and brings energy, clarity, and conviction into every keynote, coaching session, and client engagement.
📘 Grab Chaz’s book – The B2B Blueprint To Predictable Sales (includes video training)
Website: masteryofb2bsales.com
Episode Summary
This episode explores the nuances of scaling demand generation strategies from startups to established organizations. Lily Youn highlights the importance of building a strong foundation through account-based strategies, data hygiene, and team alignment. She discusses the differences between startup scrappiness and scale-up structure, the role of AI in demand generation, and how to identify quick wins for immediate impact. Lily also shares actionable insights for optimizing conversions, improving CRM processes, and fostering collaboration across teams..
Key Takeaways
Success in demand generation starts with targeting the right accounts, as they form the base of effective strategies.
Regular, agenda-driven meetings with key stakeholders help ensure seamless collaboration between sales and marketing.
AI tools can streamline personalization, simplify content operations, and elevate demand gen workflows.
Clean, well-structured CRM data is critical for reliable reporting and scalability across company stages.
Startups require focused ICP development, while scale-ups demand scalable processes and systems.
Quotes
"Targeting the wrong prospects is the single biggest challenge in B2B sales today."
Best Moments
(01:37) – Lily shares her career journey from BDR to demand generation leader, reflecting on early lessons in scrappiness and resourcefulness.
(04:50) – The critical role of account-based strategies and why a strong foundation starts with the right ICP.
(07:20) – Navigating startup-to-scale-up transitions and the importance of scalable processes and clean CRM data.
(12:07) – Leveraging tech and AI to enhance efficiency in demand generation and content operations.
(14:00) – Lily’s focus on alignment, OKRs, and communication as keys to success in scaling demand gen teams.
Tech Recommendations
Resource Recommendations
Books:
Shout-Outs
About the Guest
Lily Youn Jaroszewski is the VP of Demand Generation and Revenue Marketing at Aprimo, the leading digital asset management technology for marketing and customer experience departments.
Her experience in B2B and B2C tech companies includes building demand generation teams and quota capacity models to support AEs from Seed-Funded to Public companies.
Website: aprimo.com
Episode Summary
In this provocative and insightful episode, OnBase host Chris Moody reunites with Lukas Egger to discuss one of the most talked-about frontiers in business innovation: agentic AI. Lukas explores how companies can move beyond demos and hype to implement AI in ways that reshape business models and unlock new value creation.
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About the Guest
Lukas N.P. Egger leads the Innovation Office & Strategic Projects team at SAP Signavio, where he focuses on de-risking new product ideas and establishing best-in-class product discovery practices. With a successful track record in team building and managing challenging projects, Lukas has expertise in data-driven technology, cloud-native development, and has created and implemented a new product discovery methodology. Excelling at bridging the gap between technical and business teams, he has worked in AI, operations, and product management in fast-growth environments. As a founder, he has experience building lean and iterating quickly to create saleable software with limited resources while fostering loyalty. Lukas has movie credits for his work in Computer Graphics research, published a book on philosophy, and is passionate about the intersection of technology and people, regularly speaking on how to improve organizations.
Episode Summary
This episode dives deep into the heart of creativity in B2B marketing as Jeff and Carman illuminate the power of bold ideas in revitalizing campaigns. From the challenges of standing out in a "sea of sameness" to the unique opportunities presented by AI, the duo shares actionable insights on rethinking how brands engage, differentiate, and capture attention in complex B2B environments. Learn how to leverage concepts like the "Big Long Idea," champion creativity, and foster meaningful connections with your audience.
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About the Guest
Jeff White: the co-founder of Kula Partners, an agency designed to help leading manufacturers digitally transform their marketing and sales. A User Experience (UX) and usability expert, Jeff began building sites for the web over 25 years ago. He leads the design and development practice at Kula Partners. Several years ago, Jeff returned to NSCAD University as a sessional professor, bringing his understanding of web standards to a new generation of design students.
A passionate advocate for usability and an open web that is accessible to everyone, Jeff frequently speaks on web design, usability, accessibility, marketing, and sales at events such as HubSpot’s Inbound conference.
Carman Pirie: the co-founder of Kula Partners, an agency built to help leading manufacturers digitally transform marketing and sales to deliver more leads, close more prospects, and grow their competitive edge. Over his nearly three decades in marketing and communications, Carman’s career has taken him from the halls of Canada’s Parliament to various client-side and agency-side marketing leadership roles. Along the way, he has advised Fortune 100 clients, governments, and non-profit organizations. At Kula Partners, Carman serves as lead marketing and sales counsel to the firm’s diverse range of North American manufacturing clients.
Connect with Carman.
Website: kulapartners.com
Episode Summary
In this episode of OnBase, host Chris Moody sits down with Jacek Materna as they explore how account-based marketing (ABM) has evolved from traditional sales tactics to precision-driven strategies fueled by AI. Jacek reflects on his career in ABM, starting in enterprise sales during the 2000s, and shares practical advice for implementing effective ABM programs. The episode tackles common missteps, such as over-reliance on tools, and outlines the importance of aligning sales and marketing teams. Jacek also dives into real-world use cases of AI in ABM, from hyper-personalization to advanced measurement tactics, and how businesses can stay competitive in today’s fast-paced Martech landscape.
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"The best marketers are sellers at heart, and the best sellers are masterful storytellers."
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About the Guest
Jacek Materna is a 3x founder and seasoned technology executive who specializes in scaling growth-stage companies. With a track record of successful exits and deep experience in B2B SaaS, security, fintech, and edtech, Jacek brings a practical, no-fluff perspective on what it takes to drive real business outcomes.
He’s led global teams, launched products that generate tens of millions in ARR, and helped companies—from first-time founder startups to PE-backed platforms—unlock margin expansion, go-to-market velocity, and lasting cultural alignment. His leadership experience spans roles as CEO, COO, and CTO, with responsibilities across product strategy, corporate development, P&L oversight, and M&A.
Jacek currently serves as CEO of Full Circle Insights and is passionate about helping organizations turn complexity into clarity. Whether he's advising boards, restructuring teams, or speaking on stage, his mission is always the same: drive value, move fast, and scale smart.
Website: https://www.fullcircleinsights.com/
