Category: Show Notes

There are a lot of worries in B2B right now. AI, tight budgets, shifting search. The one that should sit near the top? Disconnected campaigns.  

Scattered themes, mixed messages, disconnected plays. Buyers can’t follow the story and impact fades fast. Integrated campaigns fix that.

In this episode, Drew brings together Kelly Hopping (Demandbase), Scott Morris (Sprout Social), and Marni Carmichael (ImageSource) to share how they make integration work at their companies. You’ll hear how one story aligns teams, builds momentum over quarters, and stays on track with shared goals and tight handoffs. By the end, you’ll come away with different ways to align message, motion, and measurement behind one story.

In this episode: 

• Kelly shares how company and pipeline goals set the theme, channels, partner plays, and internal enablement. 

• Scott explains how a hub-and-spoke campaign model unites brand and demand, and how quarterly launches turn features into a full-funnel motion. 

• Marni shares how tight SDR handoffs, quick follow ups, and clear SLAs keep campaigns from stalling in the field.

Plus: 

• How to set one message that adapts by persona without splintering the story 

• How to plan one quarter ahead so execution and enablement stay in sync 

• What to measure from awareness through to deal conversion 

• When to bring partners and customers into the narrative to lift conversion

It’s time to align every effort into connected campaigns that build momentum. Tune in! 

If you’re reacting more than leading, it’s time to rethink your strategy mindset. 

Michael Watkins joins Drew Neisser to explore how CMOs can evolve from tactical executors to strategic leaders. Hear how to develop enterprise thinking, lead across silos, and apply Watkins’ RPM model to every level of your marketing org. 

Want more? Check out the rest of the conversation on YouTube. 

What You’ll Learn 

• How to apply the RPM (Recognize, Prioritize, Mobilize) model to level up strategic thinking 

• The difference between enterprise leadership and functional execution 

• Why most marketers struggle with long-term thinking—and how to fix it  

Wearing the CMO+ hat rewires the role. You pick up a second lane, your calendar tightens, and perceptions shift from “just the marketer,” a label no one should wear, to business leader. 

The path is demanding, but when the plus lines up with company priorities and earns trust across the business, the impact is unmistakable.

In this episode, Drew sits down with Sandy Ono, EVP and CMO at OpenText, who leads global marketing across ten business units while also owning partnerships and alliances. She treats both as one go-to-market, aligning partners and the field around a single story, running the forecast together, and keeping a steady rhythm so co-selling and co-marketing stay aimed at the same targets.

Three Actions Behind Sandy’s CMO+ Success:

1. Mindset: Claim growth as the job and step closer to revenue through partnerships 
2. Skillset: Learn forecasting, deal construction, and the weekly rigor of partner sales 
3. Toolset: Build the operating rhythm that connects co-selling, co-marketing, and accountability at scale 

Plus: 

• How to choose a plus that aligns with company growth priorities 

• How to juggle both roles with capacity planning and clear priorities 

• How to protect brand integrity while telling a shared story with partners 

• How to measure progress with sourced pipeline, influenced revenue, retention, and feedback loops into product 

Weighing a plus or already living one? You’ll find proven moves here. 

If you’re a B2B CMO, you can meet Sandy and another 100 incredible marketing leaders at the CMO Super Huddle in Palo Alto, California on November 6th and 7th. She’ll be speaking on a panel about how CMOs are leading the charge with GenAI. 

“How are we going to show up in LLMs?” 

That’s the new CEO question keeping B2B CMOs on alert. 

As AI-powered search reshapes how buyers find answers, B2B brands need a new organic strategy—Answer Engine Optimization (AEO). In this episode, Drew Neisser brings together two AEO trailblazers: Guy Yalif (Webflow) and Omer Gotlieb (Salespeak). Together, they tackle what it really takes to earn your place in AI answers. Forget keyword stuffing—this is about understanding how LLMs ingest, rank, and cite information, and how B2B marketers can respond now.

You’ll learn how to earn placement in AI-generated answers by mastering the four pillars of AEO: 

1. Content: Answer real buyer questions clearly and concisely. 

1. Technical: Make your site machine-readable. 

1. Authority: Earn credibility where buyers AND models are looking. 

1. Measurement: Track share of voice across critical questions, then iterate.

Also in this episode: 

• What LLMs want—but often can’t find—on B2B websites 

• How to build a question-driven content strategy using sales calls, support tickets, and win-loss data. 

• Why share of voice (across buyer questions) is the new metric for AI visibility. 

• How to serve two audiences at once: humans and machines 

 Whether you’re losing traffic to AI summaries or just trying to future-proof your content strategy, this episode is your practical playbook for showing up when it matters most.

Join us at 2025’s CMO Super Huddle on November 7th in Palo Alto, where Webflow is a founding sponsor. In a panel on AEO, Guy will share how to get your brand found in AI-powered answers—plus, attendees will receive personalized AEO assessments. 

If you think AI is about flashy tools or abstract futures, think again. 

In this solo Huddles Quick Take, CMO Huddles founder Drew Neisser shares a pragmatic look at how B2B marketing leaders are actually using GenAI to drive results today—and what still gets in the way.

From nurturing “vibe coders” to prompt libraries to CFO briefings, Drew maps out four essential areas where GenAI is already reshaping the work of modern CMOs. Plus, he offers a sharp reminder: If you’re not leading the charge, someone else will.

What You’ll Learn: 

• 4 practical ways B2B CMOs are using GenAI now 

• The role of “marketing MacGyvers” in early adoption 

• Why GenAI rollouts fail without training and clear use cases 

• A smarter way to evaluate AI tools—without bloating your stack 

By the time you implement “best practices,” they’ve become boring practices, and B2B sure doesn’t mean boring to business.

In this episode, Drew talks with Udi Ledergor (Gong), author of Courageous Marketing, the book that challenges B2B marketers to stop playing it safe. Together, they explore what it means to lead with creativity, confidence, and courage. Udi also shares how Gong earned attention by building an audience that wanted to engage, not just be targeted. With every executive, from the CEO to the CFO, invested in the story, marketing became a company-wide advantage instead of a department.

Three B2B Marketing Traps Udi Warns Against: 

1. Following industry best practices instead of breaking them 
2. Letting marketing own brand alone 
3. Hiring for experience over potential

Plus: 

• The punch-above-your-weight framework that makes a startup look enterprise-ready 

• Why brand must be led by the CEO and modeled across the exec team 

• How to hire for curiosity, learning speed, and potential 

• How to sell the 95–5 content mindset to your CEO and CFO

If you’re done blending in, this conversation will remind you why courage still wins in B2B.

Udi will be speaking at the CMO Super Huddle in Palo Alto on November 7th, 2025. All attendees will receive a complimentary copy of his book, Courageous Marketing, and can get it signed in the morning!