In this episode of OnBase, host Chris Moody sits down with Jasmeet Sawhney to explore what it means to lead marketing in an AI-driven world. Jasmeet shares his unconventional journey from engineer to marketing executive, emphasizing how technical fluency and creativity are now inseparable in leadership roles.
They dive deep into the evolving responsibilities of marketing leaders, how AI is reshaping strategy, execution, and team structures, and why the biggest risk is failing to evolve. From scaling personalization to rethinking attribution and ROI, Jasmeet offers a candid and forward-looking perspective on how leaders can guide their teams through this transformation.
This episode is a must-listen for marketing, sales, and business leaders navigating the AI revolution and seeking actionable insights for long-term success.
Key Takeaways
Quotes
“This is the biggest opportunity of our generation. If we don’t leverage AI, that’s what’s really at stake.”
Tech Recommendations
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Shout-Outs
About the Guest
Jasmeet is a marketer with deep roots in technology, data analytics, and AI. He is currently Global Head of Marketing at Axtria. Earlier, Jasmeet was CEO of YibLab, which was one of the fastest growing marketing technology and solutions providers, ranked Top 50 among the fastest growing companies in NJ. Jasmeet has 20+ years of experience building and scaling marketing operations for both small and large companies. He is an investor, advisor, and mentor to multiple firms, and has received several company and individual awards - Inc. 500, Deloitte 500, Crain’s Fast 50, SmartCEO Future 50, Red Herring, NJBiz Business of the Year, Top CMO, and Forty Under 40, among others.
In this episode of the OnBase Podcast, host Chris Moody sits down with Craig Abramson of Workday to discuss how data quality, timing, and automation shape the future of account-based marketing (ABM) and experience (ABX).
Craig’s story, starting as a content writer, evolving through startup marketing, and now running enterprise-level ABX programs at Workday, offers a rare view into how strategy scales with data maturity. From early experiments targeting QuickBooks users to Workday’s global predictive engagement models, Craig breaks down how precision targeting drives faster deals, cleaner funnels, and measurable growth.
Key Takeaways
Quotes
“The right message at the wrong time is just as bad as the wrong message altogether.”
Tech Recommendations
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Shout-Outs
Matthew Miller - Sr Principal, Global ABX. Workday.
About the Guest
Craig Abramson is a strategic and results-driven marketing leader with extensive experience driving growth for B2B software companies. He has proven expertise in developing and executing full-funnel marketing strategies that dramatically increase brand awareness, accelerate lead generation and drive pipeline, consistently exceeding KPIs. A master of implementing bootstrap marketing techniques to achieve outstanding results regardless of budget, he is skilled in Go-to-Market planning, AI optimization, SEO/SEM, Marketo automation, content strategy, and analyst relations, with a history of leading companies from startup to successful acquisition. Craig most recently was brought on to lead marketing at Zimit, a services configure price quote SaaS solution. Zimit was acquired by Workday in 2022. Craig continues to work at Workday on the Account Based Experience team, running global programs to drive pipeline from the top 15% of accounts that are most likely in the market for Workday’s solutions.
In this OnBase episode, host Chris Moody reconnects with marketing visionary Jon Miller for a deep dive into the evolution of B2B marketing and the transformative role of artificial intelligence in shaping the future of go-to-market strategy.
Jon shares his remarkable journey, from studying physics to co-founding Marketo and Engagio, joining Demandbase, and now launching his next venture at the cutting edge of AI. He reflects on the lessons learned from past technology revolutions, drawing parallels between the early internet era and today’s AI boom.
Listeners gain an inside look at how AI is fundamentally changing both software innovation and buyer behavior, why marketers must shift from quantity to quality-driven personalization, and what it takes to build organizations that thrive in an AI-first world.
This episode is packed with insights for anyone navigating marketing’s AI transformation, from creative storytellers to data-driven tacticians.
Key Takeaways
Quotes
“Don’t use AI like a faster typewriter. Use it as a new form of intelligence that helps you think better.”
Tech recommendations
Resource recommendations
Books
Newsletter
Shout-outs
About the Guest
Jon Miller is a marketing technology pioneer and serial founder. He co-founded Marketo, Engagio, and later served as CMO of Demandbase, helping redefine how B2B companies go to market. Now building his next AI-focused startup, Jon also advises tech companies on strategy and growth. A frequent keynote speaker and author of The Definitive Guides to ABM and Marketing Automation, he’s been recognized as one of the world’s top B2B marketers.
In this OnBase Podcast episode, host Chris Moody sits down with Brynna Self to unpack how Hexagon SIG moved from “running ads to accounts” to a true account-based GTM—and what changed when they adopted Demandbase as their shared sales–marketing system of record. Brynna details the journey from agency days to client-side leadership, why data discipline beats “order-taking,” and how a North America pilot became the blueprint for global rollout.
They cover what actually fixes sales–marketing silos (hint: shared facts beat opinions), why clean CRM + intent + journey data created pull from sales, and how one-to-one onboarding for reps, weekly pipeline rituals, and regional frameworks turned ABM from theory into closed-won outcomes
Key takeaways
Quotes
“We need each other. Sales and marketing can’t be order-takers; we’re partners driving growth.”
Tech Recommendations
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About the Guest
Brynna Self is a seasoned growth and marketing executive with 20 years of experience driving global digital strategy, demand generation, and account-based marketing. As Director of Global Digital Marketing at Hexagon’s Safety, Infrastructure & Geospatial division, she leads initiatives that align marketing, sales and customer success to create stronger go-to-market execution. Recognized for advancing ABM adoption, AI-powered analytics, and data-driven decision-making, she has delivered measurable growth across the software, manufacturing and e-commerce sectors. Brynna holds an MBA in Marketing from the University of Maryland.
In this episode of OnBase, host Paul Gibson sits down with Callum Brodie to explore the evolution of content marketing in B2B and why every brand today needs “content with a pulse.” Drawing on his unique background in journalism, Callum explains how storytelling, empathy, and a genuine understanding of the audience’s “why” can help brands build trust and long-term relationships.
The conversation dives into the shift from promotional messaging to value-driven narratives, the importance of human stories in corporate content, and how to sustain momentum in audience-first marketing. Callum also discusses how AI is reshaping creative industries and how to balance automation with human creativity.
Listeners will gain practical insights into building brand trust, uncovering authentic stories, and fostering a “drumbeat” approach to content that resonates with customers across every stage of the funnel.
Key Takeaways
Quotes
“An effective piece of content marketing should leave the audience more informed and engaged. They may not be ready to buy, but you’ve taken that first step toward trust.”
Resource Recommendations
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Shout-outs
About the Guest
Callum Brodie is a seasoned multimedia business journalist with extensive experience in the insurance industry. Currently serving as Associate Director of Marketing at Firstsource since April 2023, Callum has held various prominent roles including Senior Account Director and Deputy Team Lead at Formative Content from May 2017 to April 2023. Previous positions include Senior News Reporter at MoneySavingExpert.com and multiple editorial roles at Incisive Media, where responsibilities ranged from News Editor to Senior Features Writer. Callum's journalism career began at the Grimsby Telegraph and Slough Observer. Callum holds a BA in History from Bangor University, completed in 2007.
In this episode of The OnBase Podcast, host Chris Moody dives deep with Vincent DeCastro to unpack one of the most dramatic shifts in marketing history: the rise of zero-click search and AI-driven buyer journeys.
They explore how generative AI tools like ChatGPT, Perplexity, and Claude are transforming how buyers discover and evaluate solutions, often without ever visiting a brand’s website. Vincent shares how this new reality is disrupting search, reshaping ABM, and forcing marketers to collapse silos between brand, demand, and content functions to stay relevant.
From the death of traditional SEO to the new rules of visibility in the age of AI, this episode offers a masterclass on how marketers must evolve to survive and thrive in a post-click world.
Key Takeaways
Generative AI is now giving users answers directly in the results — before they ever reach your site. That means impressions go up while clicks go down, creating a new paradox that marketers must understand and address.
Your website is no longer just for prospects. It’s for LLMs to read, parse, and summarize. Structuring your content for AI consumption is the new SEO.
Brand, content, demand gen, and ABM can’t operate independently anymore. AI interprets your business holistically — your teams must do the same.
Technical readiness is step one. Run audits to ensure your site can be crawled by AI tools, update evergreen content regularly, and monitor how your brand is being summarized by these new “AI engines.”
Generative platforms like ChatGPT will soon monetize results the way Google did with ads — but based on personalized prompts, not keywords. Brands must adapt early.
Quotes
Zero-click search isn’t killing Google — it’s redefining it.
Tech recommendations
About the Guest
Vincent DeCastro is the Founder and CEO of ABM Agency, a B2B marketing leader that’s been reshaping account-based marketing since 2009. With over a decade of experience at the intersection of search, ABM, and AI, Vincent helps enterprise organizations navigate the massive changes in digital behavior driven by zero-click search and generative AI. His agency has been at the forefront of understanding how AI and large language models (LLMs) are redefining visibility, authority, and buyer intent in the modern B2B landscape.
In this episode of OnBase, host Chris Moody sits down with Madhup Mishra to explore how AI is collapsing traditional go-to-market funnels and reshaping product marketing as we know it. From redefining buyer journeys to measuring real engagement, Madhup offers a candid, strategic look at what it takes to win in an AI-driven world.
He shares his philosophy of “clarity through confusion,” explains how product marketing has evolved from storytelling to enablement, and offers insights into building trust and advocacy with increasingly skeptical, data-driven buyers.
Listeners will come away with a modern blueprint for product launches, buyer enablement, and authentic community building, all while balancing automation with the human touch.
Key Takeaways
Quotes
“Advocacy isn’t optional anymore. If your community isn’t talking about you, AI search engines will recommend your competitors instead.”
Tech recommendations
Resource Recommendations
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Shout-Outs
About the Guest
Madhup leads Product Marketing for SmartBear, creating product and solutions messaging, positioning, and sales enablement, and launching new products. He deeply understands SmartBear’s core developer and development team audience and can strategically communicate the impact of its products throughout the software development lifecycle. With over two decades of technology experience in companies like Hitachi Vantara, Volt Active Data, HPE SimpliVity, Dell, and Dell-EMC, Madhup has held a variety of roles in product management, sales engineering, and product marketing. Madhup lives in Central Massachusetts with his lovely wife, their son, and their dog. In his free time, he loves to travel, bike, and run.
In this episode, host Paul Gibson talks with Meta Karagianni about the critical shift toward a client-led go-to-market strategy. Meta shares powerful insights from her recent study of over 100 global CMOs, revealing their top priorities and challenges for 2025. This discussion is a masterclass for any leader looking to move beyond siloed functions and build a truly unified, client-centric organization.
Meta provides a clear, actionable framework for success. The conversation covers everything from defining your North Star to developing the right skills within your team. You will learn why optimizing for audiences is more important than optimizing for channels and how to prove marketing's value as a driver of profitable growth, not just a cost center. This is your playbook for building a GTM strategy that wins.
Key takeaways
Quotes
"We are moving away from that mindset that existed a few years back, growth at all costs. No, that's no longer growth at all costs. It is growth that is sustainable, that is profitable."
Resource recommendations
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Shout-outs
About the Guest
Meta Karagianni is the Chief Consulting and Growth Officer at MomentumABM. With a rich background that includes pivotal roles at Gartner and SiriusDecisions, Meta is a leading authority on building and executing powerful go-to-market strategies. She specializes in driving cross-functional alignment and helping organizations place the client at the absolute center of their growth engine. Her work is dedicated to helping CMOs and their teams navigate change and achieve sustainable, profitable growth.
This episode of the OnBase Podcast dives headfirst into the seismic shifts transforming the marketing landscape. Host Paul Gibson sits down with Fiona Shepherd to discuss the "change imperative", the urgent need for marketing leaders to reinvent their strategies, structures, and mindsets for 2026 and beyond. This isn't just another conversation about AI; it's a strategic look at how generative AI, shifting buyer behaviors, and new organizational models demand a complete overhaul of the go-to-market playbook.
Fiona makes a powerful case for bravery, collaboration, and a renewed focus on revenue. She explains why the traditional funnel is broken, why sales and marketing must finally achieve true alignment, and how to retrain your entire organization to thrive in this new world. This episode is your guide to navigating the chaos and leading your team with confidence.
Key takeaways
Stop thinking of marketing as a cost. It is the lifeblood of the organization, driving revenue, reputation, and growth. Invest in it, especially in turbulent times.
The buyer journey is no longer linear. With over 60% of searches satisfied by generative AI, you have to find new ways to be present in the 80% of the buying process that happens outside your direct influence.
The current level of change is a true inflection point. Businesses that are brave enough to embrace it and adopt new technologies like agentic AI are already pulling ahead. Those who wait will be left behind.
The biggest imperative is to take your people on the journey. From the C-suite to the front lines, everyone needs to be retrained and made comfortable with AI to be the human control layer that ensures trust and fairness.
AI and new buyer behaviors make a unified GTM motion mandatory. Organizations must restructure to ensure sales and marketing work as one cohesive team, armed with the same insights and goals.
Quotes
"We are not a cost center. Marketing is a profit center. It drives revenue, reputation, and brand. It is the very center and core of how a business operates."
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Podcast:
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Shout-outs
About the Guest
As Head of Agency Services Europe, Marketbridge, Fiona is embracing the opportunity to establish Marketbridge in this critical Region. She leads an incredible Leadership team focused on organic expansion, acquisitions, innovation, strategic partnerships, and operational excellence. A proven leader in expanding global markets with 25+ years of experience, Fiona excels at building high-performing teams, deepening executive client relationships, and evolving service portfolios to meet changing enterprise needs. Fiona plays a pivotal role in securing material growth across the region, forging partnerships that deliver lasting impact.
Demandbase CEO Gabe Rogol hosts a critical conversation with Craig Miller of AWS to tackle the seismic shifts reshaping the advertising landscape. They dive into how generative AI and LLMs are fundamentally disrupting digital advertising, from the very definition of context to the future of SEO and SEM. The discussion moves beyond the hype to identify the AI use cases that are delivering real outcomes for marketers right now.
This episode is essential for any go-to-market leader navigating this transformation. You'll gain a clear understanding of the blockers holding teams back and the data strategies required to win. Craig provides a visionary yet practical roadmap for embracing the future, ensuring your organization not only survives but thrives in the new era of AI-driven advertising.
Key Takeaways
Despite rapid technological change, the fundamental goals of marketing—acquiring, retaining, and upselling customers—remain constant. AI is a powerful new tool to achieve these goals more efficiently.
Your data strategy is the most critical ingredient for success. Winning in the AI era depends on your ability to unify and activate high-quality first-party and third-party data.
AI is creating a new advertising channel. Marketers must learn to influence AI agents at the "point of reasoning" to ensure their products and services are discovered.
Don't wait for the future to take shape. The winners of tomorrow are building their organizational knowledge and operational muscle today by starting with achievable, high-value use cases.
Overcoming internal data and organizational blockers is complex. Working with integrated platform partners like Demandbase and AWS accelerates time-to-market and removes the undifferentiated heavy lifting.
Quotes
"Data is absolutely the critical ingredient. It's kind of a garbage in, garbage out problem."
Tech Recommendations
About the Guest
Craig Miller is the Global Industry and Solutions Lead for Advertising and Marketing at AWS. With decades of experience at the forefront of digital advertising, from building the first third-party ad server to driving innovation at AppNexus and Xandr, Craig brings a powerful perspective on the convergence of data, AI, and marketing technology. His work at AWS places him at the center of how the world's most innovative companies are preparing for the next chapter of advertising.
In this episode of OnBase, host Paul Gibson sits down with Michelle Wrede to explore how businesses can transform customer reviews into powerful drivers of revenue and trust. Michelle shares her unique career path, why psychology plays such an important role in marketing, and how reviews are often undervalued in B2B.
From building credibility to improving internal processes, Michelle outlines practical strategies for embedding reviews into sales and marketing funnels. She emphasizes the importance of timing, emotional vs. functional insights, and how reviews can help reduce internal resistance while creating measurable outcomes in areas like conversion optimization, SEO, and customer retention.
The conversation also covers the future of AI in review management, the growing importance of transparency, and why testing and iteration are key for success.
Key Takeaways
Quotes
“From psychology we know reviews work. The key is testing how and where they have the best impact for your business.”
Tech recommendations
Resource recommendations
Shout-Outs
About the Guest
As Head of Marketing for Benelux and Sweden at Trustpilot, Michelle works across a wide range of topics within the marketing and e-commerce space. In her current role, she focuses on consumer feedback, broader marketing trends, and the use of social proof and reviews across both B2C and B2B companies. Her background in psychology also gives her valuable insight into cross-border marketing, behavioral psychology, and nudging.
This episode of the OnBase Podcast delivers a masterclass in building modern go-to-market strategies with ABM at their heart. Host Paul Gibson talks with Robert Norum about why a focused, account-based approach is no longer optional for B2B organizations—it's essential. Robert breaks down the journey from traditional, volume-based marketing to a sophisticated, tiered ABM model that aligns the entire organization.
The conversation uncovers the most common challenges businesses face when adopting ABM, from securing leadership buy-in to managing expectations and moving beyond outdated MQL metrics. Robert provides a clear roadmap for success, emphasizing that ABM is not just a marketing tactic but a company-wide directive that unites sales, marketing, and customer success into a single, powerful growth engine.
Listen to the full episode to gain the confidence and clarity needed to make ABM your primary GTM strategy.
Key Takeaways
For enterprise organizations, ABM should be the central GTM strategy, not just another marketing program.
An account-based approach forces you to concentrate your budget, resources, and people on the accounts that truly matter..
Success depends on creating a "SWAT team" across sales, marketing, and customer success, all working toward shared account goals.
Treating ABM as a short-term pilot is a recipe for failure; it requires long-term investment and commitment from the top down.
Move beyond MQLs and vanity metrics. Focus on moving the dial within target accounts, expanding your footprint, and creating real pipeline opportunities..
Quotes
"ABM is the glue that has the potential to really connect organizations and break down silos across different teams"
Best Moments
(04:37) – The Evolution of ABM: Robert discusses how ABM grew from a one-to-one approach for large enterprises to a scalable, multi-tiered strategy.
(09:05) – The Case for Focus: Why concentrating on high-value accounts is the most critical decision a B2B business can make today.
(20:12) – The Biggest ABM Challenge: The most common mistake companies make is diving in without defining what ABM means for their organization and getting leadership buy-in.
(24:17) – The End of Silos: How an account-based approach fosters an equal partnership between sales and marketing.
(30:50) – Winning Over Leadership: Strategies for building a compelling business case for ABM and getting the C-suite excited.
(42:40) – The Role of AI: How AI will accelerate ABM, but human intelligence remains essential to brief, interpret, and quality-check the output.
Resource Recommendations
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Shout-Outs
About the Guest
Robert Norum is a B2B Marketer with over 30 years experience. He has worked in magazine publishing, IT distribution, marketing agencies and for the last 20 years as an independent marketing consultant. During this time he has worked on brand, demandgen, channel, ecommerce and sales enablement. For the last 10 years he had specialised in ABM working with a number of leading agencies and directly for wide cross-section of global brands. Since 2017, he has delivered the ABM Essentials training course for B2B Marketing training over 750 marketing professionals in the process. Robert has also been the ABM and Demand Strategy Expert on Propolis since its launch.
This episode of the OnBase Podcast features a compelling discussion with Nick Webb on the power of a modern go-to-market strategy. Host Paul Gibson and Nick explore the challenges of navigating organizational change and the critical shift from high-volume, low-quality lead generation to a targeted ABM/ABX approach. Nick shares the story of how CloudPay transformed its pipeline by moving from "net fishing" to "spear fishing," a move that quadrupled its sales pipeline.
The conversation reveals why sales and marketing alignment is non-negotiable and how data-driven decisions provide the confidence needed to make bold changes. Nick details the hurdles, the mindset shifts, and the specific KPIs that were essential to driving this monumental transformation. This episode is a masterclass for any B2B leader looking to build a scalable and effective growth engine.
Key Takeaways
Generating thousands of leads is meaningless if it doesn't translate to pipeline. Focusing on an agreed-upon ICP is the foundation of a successful GTM strategy.
Shifting marketing's core KPI from lead volume to dollar-value pipeline ensures both sales and marketing are working toward the same goal.
Use data to prove the need for change and validate new strategies. Data-backed insights overcome resistance and build trust across teams
The old model of marketing throwing leads over the fence is broken. A modern GTM requires genuine collaboration where sales and marketing are fully integrated.
Calling leads "signals" reframes the follow-up process, shifting focus from pursuing an individual to understanding account-level interest.
Quotes
"Gone are the days where marketing people could get away with not knowing their numbers. We have to carry a number just like sales people do."
Best Moments
(07:22) – The Damascene Moment Nick details the realization that generating 3x more leads was actually causing the sales pipeline to fall.
(09:38) – From Net Fishing to Spear Fishing The core analogy that drove CloudPay's strategic shift to a targeted ABM/ABX model.
(14:25) – The New Playbook How CloudPay revolutionized its operations by changing KPIs, moving BDRs into marketing, and renaming leads to "signals."
(20:00) – Overcoming Resistance Nick outlines the three groups of people in any change scenario and how to build momentum with advocates and data.
(33:27) – Stopping the Attribution Wars The decision to stop attributing leads to specific departments and why it immediately ended internal friction.
Shout-Outs
About the Guest
Nick Webb has more than 25 years of Marketing experience in world-class technology and fintech organisations, including Vodafone, Microsoft and WorldFirst. Now, as Chief Marketing Officer of CloudPay, Nick leads the Marketing team to build market awareness and drive business growth through the creation of a pipeline of leads and prospects for the Sales teams.
In this episode of OnBase, host Paul Gibson sits down with Carolina Bräuninger from doinstruct to explore the intricacies of building a winning go-to-market (GTM) strategy. Drawing from her journey in B2B software sales and her leadership in the construction vertical, Carolina shares lessons on industry-focused pods, balancing short-term execution with long-term growth, and how to truly understand customer pain points when scaling into new markets.
The conversation covers practical strategies for entering verticals, aligning sales and marketing, and leveraging AI as a productivity booster — while avoiding blind reliance on it. Carolina also sheds light on the unique challenges and opportunities in the construction industry, the value of industry expert interviews, and the importance of authenticity in sales conversations.
Key Takeaways
Quotes
“Marketing and sales aren’t silos. They’re service providers for each other.”
Best Moments
(00:50) – Carolina shares her journey from SDR to construction pod lead.
(06:40) – The role of vertical-focused pods in shaping GTM.
(11:30) – Unique challenges in the construction industry and the importance of authenticity.
(17:40) – Mini milestones and industry expert interviews as success markers.
(26:00) – Rethinking sales and marketing alignment as mutual service.
(44:50) – The role of AI in GTM strategies and the need for human oversight.
Resource Recommendations
Podcasts
About the Guest
Carolina Bräuninger is a Senior Enterprise Account Executive at doinstruct, where she helps B2B customers across industries achieve their business goals. With nearly seven years of sales experience, she has built a track record of consistently exceeding targets and driving results.
Carolina has also developed strong expertise in sales processes and social media communication, drawing on projects such as her podcast Girl in Sales. Beyond her role, she is passionate about mentoring sales newcomers, sharing knowledge, and empowering the next generation of professionals to succeed.
In this episode of OnBase, host Chris Moody is joined by Jonathan Moran from SAS for a deep dive into decisioning in the AI era. Jonathan explains the evolving relationship between enterprise decisioning (rule-based frameworks with governance) and AI-driven adaptive decisioning, and why businesses must strike the right balance to deliver innovation without sacrificing trust or accountability.
The conversation explores how organizations can integrate AI decisioning into their customer experience strategies, overcome silos across departments, and build governance frameworks that ensure ethical, explainable, and scalable AI. Jonathan also shares practical examples of modular architectures, insights from SAS research on AI readiness, and his perspective on the future of B2B marketing.
This episode is a must-listen for leaders looking to responsibly embrace AI while maintaining brand integrity, compliance, and customer trust.
Key Takeaways
Quotes
“AI decisioning delivers speed, but without governance, it can lead to bias, compliance breaches, and brand damage.”
Best Moments
(02:50) – Jonathan defines enterprise vs. AI decisioning and why balance matters.
(09:30) – How AI decisioning elevates customer experience while enterprise rules ensure consistency.
(13:30) – Overcoming silos: the role of people, process, and technology.
(20:30) – SAS research on governance gaps and the 10 elements of a robust AI framework.
(28:00) – Use cases for composable modular architectures delivering ROI and efficiency.
(35:30) – The biggest challenge in B2B marketing today: measuring ROI and attribution.
Tech Recommendations:
Resource Recommendations
Podcasts
Blog and research
Shout-outs
About the Guest
Jonathan Moran is responsible for global marketing activities for SAS’s marketing solutions. He has over 20 years of marketing technology and customer analytics industry experience. Prior to SAS, Jonathan worked at both Earnix and the Teradata Corporation in pre-sales, consulting, and marketing roles.
Over the past 25 years, Jonathan has not only architected, developed, demonstrated, and implemented analytical marketing software solutions, but he has also had the unique opportunity to work on-site with Fortune 500 customers across industries, helping them solve complex business challenges.
He graduated from North Carolina State University with an undergraduate double major in Marketing and Spanish Languages and Literatures, and also holds an MBA from NC State with a concentration in Technology Commercialization.
Host Chris Moody sits down with Jillian Lellis to explore how AI is revolutionizing account-based marketing and the critical importance of sales-marketing alignment in modern B2B strategies. The conversation dives deep into the practical challenges of building effective target account lists, the role of AI in account prioritization, and why data quality remains the foundation of successful marketing operations. Jillian shares real-world examples of how her team at Algolia successfully transitioned from SQL-focused metrics to ABX qualified accounts, emphasizing the change management and collaborative processes required for success. The discussion also tackles the balance between leveraging AI for efficiency while maintaining the human creativity and strategic thinking that drives competitive advantage.
Listen to discover actionable insights on building unified account strategies and practical approaches to AI implementation in B2B marketing.
Key Takeaways
Success requires early sales involvement and approval before going live with any target account strategy.
AI improves account scoring and prioritization but requires human oversight and verification to avoid costly mistakes.
You cannot automate or AI-optimize broken processes - solid data quality and operational foundations are essential.
Begin with specific use cases rather than trying to automate everything at once.
Regular check-ins and clear communication remain critical, even as AI handles more routine tasks.
Quotes
"Trust, but verify. AI can be wrong, and you can't just blindly trust it."
Best Moments
(02:31) – Data Analytics Evolution Jillian's unique journey from heavy equipment to FinTech to marketing operations
(05:49) – Target Account List Strategy The difference between ICP and TAL, and why sales alignment is non-negotiable
(12:12) – AI in Action How predictive models and journey stages are transforming account prioritization
(18:57) – AI Gone Wrong Real examples of when AI provides incorrect data and the importance of verification
(25:11) – Sales-Marketing Collaboration A manager's creative AI pilot project for contact prioritization
(29:33) – The Future of ABM How AI is changing account scoring beyond traditional data models
Tech Recommendations:
Resource Recommendations
Podcasts
Shout-Outs
About the Guest
Jillian Lellis is a Data-driven GTM operator with 15+ years of experience spanning marketing ops, analytics, and data science. Jillian started her career building predictive models and experimenting with customer segmentation—and now she builds scalable systems that align GTM strategy, pipeline health, and operational excellence. Currently making AI-powered search smarter at Algolia.
Website: www.algolia.com
In this episode of OnBase, host Chris Moody sits down with Phil Hernandez and Tina Katic-Michalos to explore how organizations can rethink their go-to-market strategies in the era of AI. They discuss the misconceptions surrounding AI adoption, the critical role of clean data, and how to maintain human connection while embracing automation.
Phil and Tina share real-world insights from leading transformations across industries—covering everything from AI-native sales teams to alignment across marketing, sales, and customer success. They also highlight the importance of building customer journeys, experimenting with AI tools, and setting KPIs that truly drive impact.
Whether you’re navigating sales enablement, operational alignment, or the chaos of AI-driven change, this episode offers actionable steps to stay ahead.
Key Takeaways
Quotes
“If you haven’t built out your customer journey, you don’t know where AI fits. Start there, then enhance.” – Phil Hernandez
“This is the perfect time to rethink GTM strategies—AI is still new, and the room for trial and error is huge.” – Tina Katic-Michalos
Best Moments
(02:26) – Why leaders must rethink go-to-market strategies now.
(05:08) – Tina breaks down misconceptions: clean data and humans-in-the-loop.
(09:20) – Phil explains balancing AI adoption with authentic human connection.
(11:40) – Tina outlines how shared KPIs and customer journeys unite sales and marketing.
(15:36) – Real-world example: AI-driven lead scoring boosts conversion by 30%.
(19:12) – Phil on getting teams “AI-native” and overcoming resistance.
(22:22) – Actionable steps: demos, data hygiene, experimentation.
(26:29) – Phil’s advice: focus on KPIs that truly matter, cut the noise.
Resource recommendations
Books
Podcasts
Shout-Outs
About the Guests
Tina Katic-Michalos
Tina Katic-Michalos is Sr. Director of Demand Generation at TaskUs, where she drives measurable growth by transforming complex revenue operations into streamlined, scalable systems. With more than a decade in B2B marketing, she has deep expertise in pipeline management and process optimization, consistently delivering outcomes that accelerate revenue performance.
Phil Hernandez
Phil Hernandez is Vice President of Sales Services at TaskUs, bringing nearly 20 years of experience in shaping go-to-market strategy, designing organizational structures, and leading revenue growth. His background spans P&L ownership, forecasting, customer operations, and M&A integration, with a proven track record of building scalable organizations and driving long-term growth.
Connect with Phil.
In this episode of OnBase, host Chris Moody talks with Scott Neuman, VP of Marketing at Calix, about how broadband providers can move beyond competing on price and speed to deliver personalized, value-driven experiences. Scott shares lessons from his career in advertising, IBM, and Calix, highlighting how data, AI, and “campaigns in a box” empower even small teams to succeed. From proactive customer touchpoints to unconventional ideas like “grandparent gamer” packages, this episode offers practical strategies for redefining marketing in broadband and beyond.
Key Takeaways
Quotes
“Stop selling gig speeds and price tags. Start selling peace of mind, security, and better lives.”
-Scott Newman emphasizes that marketers should shift their focus from competing on features and price to competing on value and customer experience.
Best Moments
(00:24) – Scott shares his three career chapters: advertising, 18 years at IBM, and his current role at Calix.
(02:41) – Why broadband providers must move beyond selling speed and price, and instead market experiences like parental controls and security.
(07:51) – Proactive customer engagement and how Calix uses quality-of-experience (QoE) scores to build positive touchpoints.
(10:51) – Extending connectivity beyond the home: outdoor Wi-Fi, community broadband, and differentiating from “fast and cheap” competitors.
(20:56) – How Calix’s “campaigns in a box” and customer success teams empower even the smallest providers to market like pros.
(23:55) – The rise of unconventional packages, including “grandparent gamer” bundles and work-from-home segmentation.
(28:01) – Unlocking employee advocacy and building social “armies” to amplify the brand authentically
Tech recommendations
Resource recommendations
Podcasts
Shout-Outs
About the Guest
Scott Neuman is a seasoned marketing professional with over 30 years of experience, specializing in the intersection of technology and marketing strategy. Currently serving as the Corporate Vice President of Marketing at Calix, he has a proven track record of driving double-digit growth through innovative marketing strategies. Scott's expertise spans various domains including B2B marketing, demand generation, and integrated marketing communications, making him a catalyst for organizational transformation. He holds an MBA from Cornell and a Certificate in Disruptive Strategy from Harvard Business School Online. Beyond his professional achievements, Scott is also a dedicated family man, residing in Norwich, Vermont with his wife and three children. His passion for storytelling and customer-centric marketing helps brands connect meaningfully with their audiences, ensuring their challenges are met with effective solutions. Scott's leadership experience and strategic insights have positioned him as a thought leader in the marketing field.
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