Marketing is facing a crisis of credibility and alignment, as legacy systems and outdated KPIs have led to internal silos and a disconnect from revenue goals. In this episode, Andrei Zinkevich of FullFunnel.io and A. Lee Judge, Sales and Marketing Consultant, explore how marketing and sales leaders can rebuild trust, align around shared metrics, and adopt a unified revenue team approach to drive meaningful business outcomes.
Time Stamps
01:15 - Introduction and overview of the funnel debate
06:40 - Internal marketing misalignment and KPI silos
18:50 - Revenue team KPIs and sales pipeline velocity
30:10 - Account selection and accelerating funnel velocity
42:00 - Attribution challenges and blended models
58:30 - AI use cases and limitations in B2B marketing
01:10:00 - Upcoming webinar and change management for CMOs
Main Takeaways
Marketing must shift from chasing vanity metrics to aligning with sales on revenue-driving KPIs.
Attribution should be approached as a blended model combining self-reported data, analytics, and customer interviews.
AI is useful for content optimization and sales research but lacks the trust and maturity to replace human teams.
Subscribe and share this episode to help others align marketing and sales for better revenue outcomes.
A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.
This podcast is produced by Content Monsta - A leading producer of B2B Content.
The episode explores how marketers can shift their mindset from focusing on content containers to prioritizing storytelling and strategic content creation. Lee Judge and Robert Rose discuss the evolving role of content marketing in the age of AI, the pitfalls of over-measuring, and the importance of valuable friction in marketing processes.
Timecodes
00:00 - Get Out of "Container First" Mentality: Start with Story
01:00 - Introducing Robert Rose & the Value of Thought Leadership
03:08 - Measurement Myths: Marketers Should Measure Less, Do More
05:34 - Risk vs. Numbers: Incremental vs. Bold Marketing Moves
09:03 - The Cracker Barrel Logo Fiasco & The Value of Attention
11:27 - Attention vs. Long-Term Brand Value in Marketing
15:35 - CMOs & the Attribution Challenge: Budget, Brand, & Measurement
19:12 - Corporate Measurement Culture: Agreement vs. Accuracy
24:05 - AI’s Impact: Human Content Marketing Renaissance?
27:56 - Why Content Marketing Research Still Focuses on Text
32:26 - Repurposing Content: Story-First Approach Over Containers
34:50 - Valuable Friction: Slowing Down for Better Content Creation
40:23 - Where to Find Robert’s Book & Closing Remarks
Main Takeaways
Start with the story, not the container—content should drive the format, not the other way around.
Measurement is often flawed and overemphasized; agreement on what success looks like is more important than accuracy.
AI can enhance creativity but should be used to deepen, not replace, human insight and storytelling.
Subscribe, share the episode, and visit valuablefriction.com to learn more about Robert Rose's new book.
A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.
This podcast is produced by Content Monsta - A leading producer of B2B Content.
The episode explores how AI is reshaping SEO and content strategy, emphasizing the need for marketers to adapt their websites and messaging to train AI effectively. Lee Judge and Andy Crestodina discuss how AI-powered search changes user behavior, the importance of co-occurrence and proximity of keywords, and how brands can optimize their content to influence AI-generated results.
Time Stamps
01:10 - Introduction to AI's impact on SEO
06:45 - How AI selects and ranks content
15:30 - Optimizing key pages for AI training
24:00 - Prompt reverse engineering and content strategy
35:20 - Importance of co-occurrence and keyword proximity
45:00 - Broader content strategy beyond websites
55:10 - Human-centric content and performance metrics
01:10:00 - Predictions for AI and search in the next year
Main Takeaways
You're not just writing for humans—you're writing training data for AI.
AI optimization requires adding job titles, credentials, and comparison content to key pages.
Co-occurrence of brand and industry terms across trusted sources boosts AI visibility.
Subscribe, share the episode, and visit contentmonsta.com for more insights.
A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.
This podcast is produced by Content Monsta - A leading producer of B2B Content.
With AI rapidly evolving, marketers face both new opportunities and pressing concerns about data privacy, search optimization, and content creation. Christopher Penn breaks down the rise of local AI models, their implications for privacy and data control, and how generative AI will reshape marketing strategies. The conversation offers actionable advice on making content accessible to AI, the continued importance of strong SEO, and creative techniques for maximizing the impact of AI-generated content.
Time Stamps
Main Takeaways
After finishing this episode, subscribe to the Business of Marketing podcast for more forward-thinking insights, and share this episode with your marketing colleagues to spark new strategies for thriving in an AI-driven future.
A. Lee Judge is the host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.
This podcast is produced by Content Monsta - Content Monsta specializes in podcast production and innovative remote video production, empowering businesses to create professional content and achieve their marketing goals.
This episode explores the strategic value of podcasting for businesses and personal brands, offering expert insights on how to launch, structure, and promote a podcast effectively. Lee Judge and Katie Brinkley discuss common misconceptions, content repurposing, and the importance of aligning podcast goals with broader marketing strategies.
Time Stamps
0:00 - Introduction of podcast production company experts
5:04 - Podcasting for Businesses: Common Questions and Starting Points
6:56 - Podcast Formats: Solo, Co-Hosted, Interview, and Purpose
9:16 - Importance of Pre-Interviews and Knowing Your Podcast’s Why
11:04 - Creating Content for Repurposing Beyond Just Audio
14:19 - Marketing & Promoting Your Podcast: Social Media and Email
19:17 - Leveraging AI: Reaching New Audiences with Podcast Content
24:22 - Agency Insights: Podcasting Red Flags and Client Expectations
31:34 - Measuring Podcast Success: Quality Over Quantity
39:59 - Sponsorship Strategies & Final Takeaways
Main Takeaways
Subscribe and share this episode with anyone considering launching a podcast for their business.
A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.
This podcast is produced by Content Monsta - A leading producer of B2B Content.
The episode explores the intersection of design and marketing, emphasizing the importance of visual communication that drives business outcomes rather than just aesthetic appeal. A. Lee Judge and guest Jim MacLeod, author of The Visual Marketer, discuss how marketers can leverage design principles and professional tools to create visuals that are both effective and aligned with business goals.
Time Stamps
00:40 - Introduction to the importance of design in marketing
04:15 - Jim MacLeod's background and career journey
10:30 - The science behind visual design and readability
18:45 - Art vs. design: understanding the business purpose
25:00 - Tools: Pro software vs. consumer-grade platforms
36:20 - The Visual Marketer book and its purpose
Main Takeaways
Subscribe and share this episode to help others bridge the gap between design and marketing.
A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.
This podcast is produced by Content Monsta - A leading producer of B2B Content.
The episode explores how B2B professionals can strategically use LinkedIn to build authentic engagement, optimize their profiles, and leverage AI to enhance content creation and visibility. Lee Judge and guest Neal Schaffer dive into the nuances of LinkedIn's evolving features, including newsletters, carousels, and video, while emphasizing the importance of intentionality and audience alignment in content strategy.
Time Stamps
01:10 - Importance of LinkedIn for B2B professionals
05:45 - Optimizing your LinkedIn profile
4:30 - Using AI to improve LinkedIn content
33:00 - The good, bad, and ugly of AI on LinkedIn
46:20 - LinkedIn newsletters and content formats
01:05:00 - Video content and algorithmic trends
01:18:00 - Engagement decline and growth strategies
01:30:00 - Neal’s books and final thoughts
Main Takeaways
Subscribe to the podcast and share it with your network to help others master LinkedIn marketing.
A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.
This podcast is produced by Content Monsta - A leading producer of B2B Content.
The episode explores how aligning sales, marketing, and product teams through a unified go-to-market narrative can drive better revenue outcomes and improve the customer experience. A. Lee Judge and Bruce Scheer discuss the importance of storytelling, internal alignment, and reducing friction in the buying journey to close more deals and retain customers.
Time Stamps
01:15 - Evolution of the podcast and guest introduction
04:20 - Defining go-to-market strategy
10:45 - Aligning internal teams through narrative
18:30 - Measuring success and revenue alignment
26:50 - The role of AI in research and decision-making
33:10 - The need for audacity in marketing
41:00 - The Value Pros mission and buyer experience
Main Takeaways
Subscribe, share the episode, and connect with Bruce Scheer and Lee Judge on LinkedIn for more insights.
A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.
This podcast is produced by Content Monsta - A leading producer of B2B Content.
Data is the foundation of effective AI implementation in marketing. Lee Judge and Todd Ervin explore how clean, structured data enables AI to drive segmentation, buyer journey mapping, and campaign optimization. They also discuss the importance of building brand awareness, aligning marketing with revenue goals, and using AI to enhance research and content creation.
Time Stamps
00:00 - The Power of Data in AI & Marketing
00:41 - Host Introduction & Book Insights
02:27 - Recognizing Product Awareness Gaps at Primo Water
04:42 - Shifting Budget to Top of Funnel Awareness
07:04 - Connecting Awareness to Revenue & Gaining C-Suite Buy-In
08:02 - Measuring Brand Awareness: Tools & Strategies
11:19 - Tracking Brand Performance: Surveys, Sentiment, and More
16:36 - Building Effective, Cross-Functional Dashboards
19:57 - Attribution Models: First Touch vs. Last Touch
25:40 - Data Readiness for AI: Building the Foundation
28:23 - Using AI Internally & Delivering Value to Clients
Main Takeaways
Subscribe and share this episode to help others align marketing, data, and AI for better results.
A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.
This podcast is produced by Content Monsta - A leading producer of B2B Content.
The episode explores the evolving role of marketing in B2B organizations, emphasizing the need for marketers to take ownership of strategy, customer understanding, and collaboration with sales. Lee Judge and guest Mary Keough discuss the importance of customer-centric content, the limitations of attribution in modern marketing, and how marketers can adapt to AI and shifting buyer behaviors.
Time Stamps
01:10 - Introduction to Mary Keogh and her marketing background
06:45 - Marketing to engineers vs software buyers
15:30 - The role of AI and the value of human insight
25:00 - Attribution challenges and dark social
35:20 - Sales and marketing alignment strategies
45:00 - Redefining ABM and leadership's role
Main Takeaways
Subscribe and share this episode to help others improve their marketing and sales alignment.
A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.
This podcast is produced by Content Monsta - A leading producer of B2B Content.
The episode explores how AI is reshaping the landscape of SEO and digital marketing, urging marketers to shift from traditional keyword strategies to relevance and intent-based content creation. A. Lee Judge and Dale Bertrand discuss the importance of building content that resonates with human audiences while adapting to AI-driven search environments, emphasizing the need for marketers to align their efforts with business outcomes rather than vanity metrics.
Time Stamps
01:10 - Difference between content creators and business-focused marketers
04:30 - Introduction to future-focused SEO
10:15 - Shift from inbound marketing to AI-driven discoverability
18:45 - Importance of relevance in AI conversations
25:00 - Defining and targeting search intent
32:20 - Redefining quality vs quantity in content
40:00 - Metrics that matter in the AI era
50:10 - Educating leadership on new marketing KPIs
58:00 - Final thoughts on the evolving role of marketers
Main Takeaways
Subscribe and share this episode to help others navigate the future of SEO and marketing.
A. Lee Judge is the host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.
This podcast is produced by Content Monsta - A leading producer of B2B Content.
Jennifer Jurgens, CEO of 1BoldStep, shares how to reframe marketing as a core revenue function by focusing on measurable outcomes, fixing funnel bottlenecks, and driving customer retention.
From aligning with sales to applying Lean principles across the revenue cycle, Jennifer explains what it really takes to prove marketing’s value and earn a permanent seat at the table.
Conversation points:
00:00 - Why Retention Beats Acquisition: Revenue After The First Sale
00:57 - Introducing Jennifer Jurgens: Revenue-First Marketing Advocate
01:25 - Shifting Focus: From Marketing Metrics to Revenue Metrics
04:19 - The Long Game: Content Marketing & Sales Alignment
07:30 - Setting Realistic ROI Expectations for Content and Social
10:35 - Rethinking the Funnel: The Modern, Nonlinear Customer Journey
13:54 - Funnels, Side Doors & Buying Committees: Understanding Customer Behavior
15:36 - The Bow Tie Funnel: Cross-Sell, Upsell, and Retention
18:01 - The Pivot to Lean: Optimizing the Entire Revenue Cycle
20:41 - Building the Machine: Managing Expectations & Creating Sustainable Growth
24:17 - Sales & Marketing Alignment: Best Practices and Communication Protocols
27:44 - Where to Connect with Jennifer Jurgens & Final Thoughts
A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.
This podcast is produced by Content Monsta - A leading producer of B2B Content.
In this special internal episode, A. Lee Judge and Marc Raco from Content Monsta unpack how companies can build content engines that deliver consistent visibility, authority, and demand—without burning out their teams.
They reveal why framing matters when selling marketing initiatives internally, how to build a content engine from expert conversations, resulting in multiple formats and a steady cadence of content creation.
Conversation points:
0:00 - Intro: Framing the Conversation on Content Engines
0:42 - What is a Content Engine? Evolution of Content Strategy
2:37 - Content Engine vs. Visibility Engine: Defining Your Mission
5:07 - Real-World Example: Leveraging Expert Interviews
8:17 - Naming & Framing Raw Content: Getting Internal Buy-In
10:53 - Selling Content Creation Internally: Focus on Benefits, Not Features
14:10 - Building Output: Multi-Format Content from a Single Session
18:08 - Shifting Mindsets: From “We Want a Podcast” to Content Ecosystem
20:09 - Repurposing Content: Long-Form, Mid-Form, Shorts, Podcasts, and Articles
21:40 - The Value of Cadence: Keeping the Engine Running
23:55 - Capture What You’re Already Doing: Internal Conversations as Content
25:32 - Final Advice: Framing Content Engines for Approval & Success
A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.
This podcast is produced by Content Monsta - A leading producer of B2B Content.
Pam Didner, B2B marketing expert and author of The Modern AI Marketer, joins A. Lee Judge to break down why prompting, automation, and AI-driven workflows are now critical for marketers.
She shares practical frameworks for individuals, teams, and enterprises - and explains why focusing on workflows (not tools) is the key to staying competitive.
If you want real-world strategies to future-proof your marketing career in an AI-first world, this conversation is essential.
Conversation points:
0:00 - The AI News Overload & Introduction to Guest Pam Didner
1:51 - Pam's New Book: AI for the Modern Marketer
3:46 - B2B Focus & Who the Books Are For
4:39 - Is Prompting Now a Core Marketing Skill?
5:20 - Will Prompt Engineering Become a Marketing Job?
8:12 - Scaling AI in Marketing: Individual, Team, and Enterprise Levels
12:40 - Frameworks for Implementing AI & Marketing Workflow Automation
15:41 - Automating Repetitive Tasks vs. Human Creativity
19:25 - How to Keep Up (or Not) with the Rapid Pace of AI
24:08 - Copilot vs. Other LLMs: Enterprise AI Tool Choices
28:26 - Final Book Overview & Where to Connect with Pam
A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.
This podcast is produced by Content Monsta - A leading producer of B2B Content.
Best-selling author Mark Schaefer shares how marketers can thrive in AI by leaning into what machines can’t replicate: creativity, community, and courage.
Drawing from his latest book Audacious, Mark breaks down how to create standout content, build trust through word-of-mouth, and foster shared experiences that make your brand unforgettable.
Grab a copy of Audacious by Mark Schaefer here: https://amzn.to/44zPOpO
It’s about finding your edge as a human.
Conversation points:
00:00 - The Power of Word-of-Mouth & Why It's Overlooked
00:32 - Why "Boring" Marketing is the Default
01:33 - Overcoming Fear & Pushing the Limits in Marketing
03:35 - Disruptive Marketing: Standing Out with Small Budgets
05:12 - Case Studies: Telling Stories in New Places
06:26 - Disrupting the Narrative & Breaking Marketing Taboos
07:15 - The Decline of Trust in Brands & The Rise of Word-of-Mouth
10:32 - Creating Shared Experiences & Collective Effervescence
13:31 - The Loss of Shared Culture & Music as a Metaphor
15:39 - How AI is Shaping Content Bubbles (and Business Opportunity)
18:04 - Human Connection, Art, and Content in an AI World
22:39 - Community, Personal Branding, and Belonging
28:43 - Measuring Audacious Marketing & Creating Impact
33:13 - Wrap Up: Key Takeaways, Mark’s Books, and Where to Connect
A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.
This podcast is produced by Content Monsta - A leading producer of B2B Content.
Drew Neisser, author of Renegade Marketing and founder of CMO Huddles, shares what he’s learned from interviewing hundreds of top CMOs. He reveals how the best marketers earn trust in the C-suite, build real influence, and prove marketing’s value through smart business alignment.
From building pricing power to reshaping internal messaging, Drew explains how today’s marketing leaders can do more than drive leads—they can shape strategy, revenue, and long-term brand value.
Conversation points:
0:00 - Introduction to Content That Resonates
0:22 - Welcome and Overview with A. Lee Judge
1:15 - Insights from CMO Huddles
3:28 - Internal Marketing Strategies
4:47 - The Importance of Shared Vision
6:43 - Understanding the Time Frame Lag in Marketing
10:23 - Managing Pressures in the ChatGPT World
14:09 - Addressing Sales and Marketing Alignment
19:57 - Importance of Pricing Power
26:35 - Content Creation Efficiency
28:04 - AI Integration in Marketing Operations
A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.
This podcast is produced by Content Monsta - A leading producer of B2B Content.
The episode explores how behavioral science influences marketing decisions and customer behavior. A. Lee Judge and guest Nancy Harhut discuss key psychological principles that marketers can use to drive engagement, conversions, and brand loyalty. They also examine ethical considerations and evolving trends in behavioral marketing.
Time Stamps:
02:15 - Introduction to behavioral science in marketing
08:30 - Psychological effects and their impact on consumer behavior
20:45 - Pricing strategies and decision-making shortcuts
35:10 - Ethical concerns in behavioral marketing
45:30 - Evolving trends and best practices
Main Takeaways
Follow Nancy Harhut for more insights and check out her book "Using Behavioral Science in Marketing."
A. Lee Judge is the host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.
This podcast is produced by Content Monsta - A leading producer of B2B Content.
Joe Pulizzi, the "Godfather of Content Marketing," shares how businesses and creators can build sustainable, revenue-generating content brands.
From monetization strategies and employee-driven content to the impact of AI on content creation, Joe unpacks what’s working today—and what’s next for content entrepreneurs.
He also explores why most companies underutilize their employees as brand advocates, how to diversify revenue streams, and the biggest missed opportunities in content marketing right now.
Conversation points:
A. Lee Judge is the host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.
This podcast is produced by Content Monsta - A leading producer of B2B Content.
The episode explores the intersection of AI, blockchain, and marketing, featuring insights from Sandy Carter, a tech leader with experience at Amazon Web Services, IBM, and Unstoppable Domains. The discussion highlights how AI is reshaping marketing strategies, the role of blockchain in data transparency, and the emergence of AI agents that automate complex tasks. Listeners gain valuable perspectives on adapting to these technological shifts and leveraging them for business success.
Time Stamps - 02:15 - Introduction to Sandy Carter and her background - 07:30 - Key takeaways from Davos on AI, blockchain, and crypto - 15:45 - AI’s impact on marketing and SEO strategies - 25:10 - Understanding AI agents and their real-world applications - 35:20 - Blockchain’s influence on marketing and data privacy - 45:00 - AI-driven hyper-personalization and the future of marketing - 52:30 - Discussion on Sandy Carter’s new book AI First Human Always
Main Takeaways
AI-generated content must be strategically integrated with human input to maintain authenticity and SEO effectiveness.
Blockchain enhances data ownership and transparency, allowing marketers to build trust with consumers.
AI agents are evolving beyond simple automation, enabling more complex decision-making and orchestration.
Call to Action: Pre-order Sandy Carter’s book AI First Human Always and stay ahead in AI-driven marketing.
Aaron Hassen, co-founder of AH Marketing, lends crucial insights on the landscape of B2B marketing and the delicate balance between brand building and demand generation.
Key Discussion Points include:
• How the pandemic changed B2B marketing by blending professional and personal communication channels
• Why B2B brands need to be bolder in their marketing approach
• The shift from logical to emotional appeals in B2B marketing
• Building trust in an era of increasing institutional distrust
• The convergence of B2B and B2C marketing approaches
• The importance of authentic, human communication in modern marketing
• How dark social channels and influence are reshaping buying decisions
• The role of community and word-of-mouth in modern B2B marketing
• Balancing measurable results with bold marketing initiatives
• Strategies for connecting with B2B executives in informal channels