Kalle Mobeck from Align: The Best B2B Marketing Tips Have Nothing to Do With AI

Kalle Mobeck from Align: The Best B2B Marketing Tips Have Nothing to Do With AI

This one's for anyone who wants to see AI in actual commercial use, not as a future vision, but as daily infrastructure. Kalle Mobeck is the founder of Align the Commercial Collective and one of the most hands-on AI operators in the Nordics. He built a full AI-generated campaign for a fashion brand in three weeks. It became their second best performing campaign of the year. In this episode, we get into how he thinks about creative input in a world where output has become easy, why speed is the new competitive advantage, and what three surprisingly old-school things still win in B2B marketing. (Plus: he accidentally reveals more than he meant to about his secret AI band.) An amazing episode; concrete, honest and definitely worth your commute. Key topics * AI's impact on marketing workflows and campaign speed * Practical use cases of AI in creative campaigns * Building community and thought leadership in B2B * Align's innovative agency model leveraging freelancers and AI * Future trends in marketing and AI integration Relevant links: * Align - The Commercial Collective [https://aligncollective.com/] * ChatGPT [https://openai.com/chatgpt] * Claude AI [https://www.anthropic.com/claude] * Midjourney [https://www.midjourney.com/] * Zuno Music AI [https://zuno.ai/] * Aim'n winter campaign [https://www.aimn.co.nz/blogs/blog/aimn-releases-first-ski-collection-ai-campaign?srsltid=AfmBOooHNkIA_2yu_3Xn6u_LxPUg1xjrDpPh2rSQYS1YufWWufsrlvtB]

Ian Browaldh from Tandem Health on Building AI-Native Workflows

Episode Description In this episode of The AI Native Marketer, hosts Jacob and Johanna dive deep into the AI-driven strategies of Ian, Head of Growth at Tandem Health. Ian shares how his team at the Stockholm-based AI medical assistant startup has moved past simple prompting to building complex, automated systems. The discussion explores Ian’s "just do it" philosophy, which led him to build a Slack bot that allows any employee to edit website copy across 10+ languages and a sophisticated 12-step content pipeline that handles everything from research via PubMed to hallucination checks and direct publishing. Ian also discusses the future of work, where the LLM becomes the primary interface for all company tools, effectively acting as a "Context OS" for the modern professional. Tools Mentioned * Tandem Health: The AI medical assistant platform where Ian leads growth. * Claude (Anthropic): Ian’s primary tool for daily work, coding, and building internal bots. * Framer: The website provider Tandem Health uses; Ian built an API connection to automate copy updates. * Slack: Used as the interface for their internal translation and copy-editing bots. * Notion: Utilized as a "Context OS" where Ian stores his meetings and tasks to be processed by AI. * PubMed: A repository of medical journals integrated into their content workflow for high-quality research. * Perplexity: Used by the team for deep research and information gathering. * Zapier: Mentioned as a tool Ian initially used before transitioning to building custom connections with Claude.

Kees Hennihof from Chili Publish: The AI Brain & Building a Marketing Content Engine

In this episode of The AI Native Marketer, hosts Jacob and Johanna speak with Kees, VP of Marketing at Chili Publish, a Belgian creative automation platform. Kees shares his journey of moving beyond simple AI efficiency to building a sophisticated "brain" that acts as a central repository for company knowledge. By leveraging Retrieval-Augmented Generation (RAG), Kees and his small team have integrated market research, product documentation, and customer meeting transcripts to create a system that can produce high-quality, context-rich content—from personalized customer stories to automated product release announcements—with minimal human intervention. Kees discusses the importance of maintaining human creativity for big ideas while letting AI handle the complex execution, especially as the industry moves toward more difficult frontiers like visual and motion automation. Tools Mentioned * Chili Publish: A creative automation platform for Adobe artwork and smart layouts. * Claude: Kees's preferred tool for writing and building workflows. * Perplexity: Utilized for deep research. * Gemini: Used to challenge and refine outputs from other models. * n8n: Mentioned as a tool for creating complex automated workflows. * ChatGPT: Used in the early stages of their AI exploration. * Gong: Used to record and transcribe customer meetings for the AI database.

Adam Holmgren from Fibbler: How to Scale with a Two-Person Team and Claude

Episode Description In this episode of The AI Native Marketer, hosts Jacob and Johanna sit down with Adam Holmgren, the CEO and co-founder of the B2B marketing platform Fibbler. Adam shares how he and his co-founder have leveraged AI to build a lean, bootstrapped powerhouse that serves over 500 paying customers with a total team of only two people. The conversation dives deep into the shifting role of the modern marketer. Adam explains how tools like Claude have transformed him into a "builder," allowing him to draft product features and write code despite a non-technical background. He also discusses the importance of solving the "attribution nightmare," the power of founder-led content on LinkedIn, and why a Pink Lion mascot is the key to creating a memorable brand in a crowded SaaS market. Key themes * The Power of Lean Operations: How AI enables small teams to ship product features faster than companies with 100+ employees. * Marketer as Product Builder: Using Claude to bridge the gap between marketing vision and engineering execution. * Building Brand Moats: Why distinctive brand assets (like Fibbler's pink mascot) and founder-led content are essential in an era of "AI slop". * Bootstrapping Strategy: Choosing to stay lean and serve an SMB audience rather than pursuing enterprise funding and the associated overhead. * The Future of Work: The potential rise of "one-person unicorns" as AI automates repetitive tasks like customer support and data analysis. Tools mentioned * Fibbler: Adam’s B2B marketing intelligence and attribution platform. * Claude (Anthropic): Adam's primary tool for ideation and product feature development. * Claude Code: Used for non-technical product development and feature drafting. * ChatGPT: Initially used for content drafting and ideation before the switch to Claude. * Descript: Utilized for video and audio editing workflows. * LinkedIn: The core channel for founder-led growth and community building. * R-B2B: Cited as an example of another highly lean, high-revenue company.

Carl Ronander from Funnel: Why Human Creativity Still Wins in the AI Era

In this episode, we sit down with Carl Ronander, VP of Marketing at Funnel, to explore how AI is transforming the landscape of creative marketing and video production. Carl shares his journey from the agency world to leading marketing at a data-driven company, offering a unique perspective on the intersection of creativity and data. We dive deep into Funnel’s recent experiments with fully AI-generated video campaigns, discussing how they overcame budget and time constraints to produce high-quality, on-brand content. Carl also reflects on the evolving role of the "Gen Marketer"—the generalist who uses AI to amplify their creative reach—and why "brand codes" and craft are more important than ever in an era of automated content. Key topics: * The Simplified Purpose of Marketing: Why Carl believes marketing is fundamentally about being "easy to come to mind" and "easy to find." * Creative Freedom through Constraints: How budget and time pressures led Funnel to embrace generative AI for video production. * The "Flex" of Human Craft: Why manual, high-effort production (like Apple’s glass logo) acts as a premium brand signal in an AI-saturated world. * Building Internal GPTs: How Funnel leverages its own proprietary knowledge base to help sales and marketing teams stay on-brand. * The "Gen Marketer": Navigating the shift from specialist to generalist and why understanding the "craft" is still essential when using AI tools. YouTube as the New Source of Truth: Discussing the shift in how LLMs are now citing YouTube as a primary source over platforms like Reddit. Tools mentioned: * Funnel: Carl’s marketing intelligence platform used for data collection and analysis. * Higgsfield: A generative AI platform used by Funnel to access and experiment with various video production tools. * Gong: A revenue intelligence tool used by Funnel’s sales and marketing teams. * System1: A platform Carl follows for pre-testing and predicting the effectiveness of ad creative. * Sora: Mentioned as a leading tool in the rapidly evolving world of generative video.