Marketers of Technology
The Front Lines
13 episodes
In a Market With No Competitors, You Win by Educating First | Jeremy Byars
- Jeremy Byars, CMO of United Systems, says utilities are public monopolies, so selling means solving pain points, not competitive marketing.
- United Systems' UPM software cuts utility phone calls by at least 25%, a major win for teams of three or fewer.
3 Nov · 28 min
LLMs Don't Read Your Whole Page, They Score Chunks of It | Malte Landwehr
- Peec AI crossed 100 employees and nearly 4,000 customers, and announced $7.5M ARR.
- Malte Landwehr says LLMs score chunks of a page rather than whole documents, so Peec AI advises self-contained content.
3 Nov · 20 min
Start Your Marketing Dashboard at the Meeting, Not the Lead | Scott Logan
- Scott Logan starts Wyllo's marketing dashboard at the stage-zero meeting set, keeping that data off the sales pipeline dashboard.
- Logan argues AEO is now critical, prioritizing website structure, competitor comparisons and FAQs over Reddit seeding.
3 Nov · 24 min
Let's Not Fight Over Attribution, We're All on the Same Boat | Katie Sadler
- Katie Sadler, founder of SDLR Consulting and former CMO at CLARA Analytics, urges teams to stop fighting over attribution between marketing and sales and agree on what works first.
- Sadler says AI speeds up an older problem, marketers being busy without deciding what message they want to send, and advises splitting workflows into AI-led and human-led steps.
30 Oct · 23 min
The Only Marketer at a 60-Person Company | Swati Gupta
- Swati Gupta, the only marketer at 60-person Heron, says creative, customer-facing marketing like conference meetings cannot be automated by AI.
- Heron leans on Meta ads timed to conference days and industry publications, and Gupta says sponsorships costing hundreds of thousands of dollars are far less efficient than ads.
30 Oct · 20 min
Word of Mouth Is the Biggest Multiplier in Construction Marketing | Julie Maeker
- Julie Maeker of Plancraft says word-of-mouth beats performance ads on Instagram and Meta because construction buyers trust recommendations from people.
- Plancraft, founded in 2020, is rebuilding its cloud software as AI native, aiming for European trades businesses to run on autopilot within a couple of years.
30 Oct · 29 min
Zero Meetings Booked From My Website | Matthew Lattanzio
- Matthew Lattanzio says his consulting website has produced zero inbound meetings, so most of his business still comes from LinkedIn content and referrals.
- Lattanzio, a restaurant tech specialist who led revenue at 7shifts, limits himself to four or five clients at a time and says fractional work is lonely.
30 Oct · 23 min
Nobody in Our Industry Talks About AI Without Mentioning Us | Kayleeann Maritz
- Kayleeann Maritz, CMO at GoReport, says trust-led AI education built authority that cannot be bought, so the industry cannot discuss AI without naming GoReport.
- GoReport's CPD webinars drew 2,500 registrations, and Maritz says the approach produced revenue and demos without a hard sell.
29 Oct · 21 min
From $1.2M a Quarter to $262K, With Better Results | Thalía Diedrick
- Thalía Diedrick, GoTu's CMO, says she cut her team's quarterly spend from about $1.2m to $262,000 while raising growth and conversion rates.
- Diedrick says that with AI, brand, reputation and trust matter most, so GoTu leads with State of Work, a dental workforce survey she says is pacing to be the largest of its kind.
29 Oct · 23 min
Fluency Beats Wizardry | Timo Pelz
- Timo Pelz, VP of marketing at Clever, says his first AI push failed because permission without structure created activity but not transformation.
- Clever moved from a mandate to a journey, using its existing monthly all-marketing meeting as the drumbeat and letting colleagues, not the VP, present their AI work.
29 Oct · 23 min
A Third of Our Qualified Leads Now Come From AI Chatbots | Philipp Blankenagel
- Philipp Blankenagel says roughly 30 to 40 percent of re:cap's qualified leads now come through AI chatbots, credited to years of positioning work rather than extra spending.
- Blankenagel says re:cap is not always the first result in LLM answers, so it must keep working on GEO, the successor to SEO.
28 Oct · 22 min
A Category Creator's Uphill Battle | Elizabeth Arnold
- ViralMoment, an AI intelligence layer over public TikTok, YouTube and Instagram video, was a hard sell to Gartner and Forrester because they saw it as social listening.
- Elizabeth Arnold says more AI engineers can now build similar tools, which validates the category but makes it harder to hold.
28 Oct · 20 min
80% of inbound came from users Northflank never built for | Cristina Bunea
- Northflank says 80% of its current inbound comes from larger teams building apps with AI coding tools, not the developers it originally targeted.
- Cristina Bunea says usage has grown by probably more than 100% since Northflank simplified the platform for non-technical users.
17 Sept · 23 min