Ideas into Action: Creative Risks in the B2B Arena

Clearing the Air: Communications in the Age of Information Pollution

The information universe has never been more fragmented — and for communications professionals, that means the stakes have never been higher. In this episode, host Stephanie Pryor is joined by sociologist and consultant Stephanie Devitt of SDK Strategic Services for a candid conversation about information pollution, the collapse of shared narrative, and what communicators in both the public and private sectors can actually do about it. Stephanie draws on her background in political sociology and two decades of consulting work — including listening sessions with communities that can't get online — to explore why building shared understanding has become so difficult, and why the governance of our information infrastructure hasn't kept pace with the technology shaping it. Packed with practical insights and a few memorable analogies, this is a must-listen for anyone trying to reach audiences, build trust, and do meaningful communications work in today's noisy world. Connect with Stephanie Devitt: https://www.linkedin.com/in/stephaniedevitt/ [https://www.linkedin.com/in/stephaniedevitt/]  https://www.sdkstrategicservices.com/ [https://www.sdkstrategicservices.com/]  Connect with Stephanie Pryor: lancmarketing.com [https://lancmarketing.com/]  linkedin.com/in/stephanieapryor/ [https://www.linkedin.com/in/stephanieapryor/]

Radical Transparency: Sustainability Communications in 2026

Happy Earth Day! This episode is coming to you at a complex moment for sustainability—and for the professionals tasked with communicating it. Sustainability author, consultant, and speaker John Pabon joins Stephanie to talk about why sustainability isn't losing steam; it's just evolved. From greenwashing to green hushing and from outdated scare tactics to radical transparency, John breaks down what's working, what isn't, and what communications professionals need to know right now. Along the way, they get into why the "train has already left the station" on sustainability, the tactics you need to leave behind, and why radical transparency is your best crisis prevention strategy and growth opportunity. John also shares how to map your stakeholder groups in just 20 minutes, real-world examples from Atlassian and Patagonia, and where he sees sustainability heading in the next 10 to 15 years. John's new book, Strategic Sustainability: A Pragmatic Blueprint for Responsible Business, is out globally now and in North America at the end of April 2026. Find it and more at johnpabon.com. Connect with John:  johnpabon.com [http://johnpabon.com]  linkedin.com/in/johnpabon/ [https://www.linkedin.com/in/johnpabon/]  TikTok: @johnapabon Connect with Stephanie: lancmarketing.com [https://lancmarketing.com/]  linkedin.com/in/stephanieapryor/ [https://www.linkedin.com/in/stephanieapryor/]  Show Notes: Get the book! Strategic Sustainability: A Pragmatic Blueprint for Responsible Business

Marketing's New Superpower? Systems Thinking.

The marketing playbook is being rewritten in real time — and Sophie Buonassisi has a front-row seat. As SVP of Marketing at GTMfund and the driving force behind GTMnow, Sophie works directly with the startups and founders who are shaping the future of go-to-market strategy. In this episode, Stephanie and Sophie dig into how AI is transforming marketing teams, what the new talent profile of a marketer looks like, and why systems thinking is quickly becoming the most valuable skill in the industry. Whether you're early in your career or a seasoned marketing leader, this conversation will give you a clearer picture of where marketing is headed and how to position yourself for what's next. Topics covered: AI and marketing teams · go-to-market strategy · startup marketing · systems thinking · the future of marketing jobs · GTMfund · GTMnow Find Sophie at gtmnow.com and subscribe to the GTMnow newsletter for weekly insights on go-to-market strategy. Connect with Sophie: https://www.linkedin.com/in/sophiebuonassisi/ [https://www.linkedin.com/in/sophiebuonassisi/] https://x.com/sophiebuona [https://x.com/sophiebuona]  Connect with Stephanie: https://lancmarketing.com/ [https://lancmarketing.com/]  https://www.linkedin.com/in/stephanieapryor/ [https://www.linkedin.com/in/stephanieapryor/]  Show Notes: https://www.gtmfund.com/ [https://www.gtmfund.com/]  https://gtmnow.com/ [https://gtmnow.com/]

Ideas into Action: Creative Risks in the B2B Arena

What do you do when your product is technical, your industry is traditional, and your competitors all look the same? You build a brand people actually remember. Stephanie sits down with Josh Rozman of Oberlin Filter Company, USA to unpack how a one-person marketing team introduced Phil—a spokes-character that made industrial filtration feel approachable, human, and impossible to ignore. They cover the real risk of playing it safe, how to pitch bold ideas internally, and why buyers are still buyers… because they’re still human. Connect with Josh:  https://www.linkedin.com/in/joshrozman/ [https://www.linkedin.com/in/joshrozman/]  Connect with Stephanie: https://lancmarketing.com/ [https://lancmarketing.com/]  https://www.linkedin.com/in/stephanieapryor/ [https://www.linkedin.com/in/stephanieapryor/]  Show Notes: Oberlin Filter Company, USA - https://www.oberlinfilter.com/ [https://www.oberlinfilter.com/]  See Josh and other amazing industrial marketing experts speak at the Industrial Marketing Summit (IMS) 2026 - https://industrialmarketingsummit.com/ [https://industrialmarketingsummit.com/]  Klunk & Millan Advertising - https://klunkmillan.com/ [https://klunkmillan.com/]

Storytelling Matters: What Communicators Have Been Saying All Along

Why is “storytelling” suddenly showing up in tens of thousands of marketing and communications job listings? Stephanie Pryor is joined by Sooraj Shah, Head of Content Marketing at Aikido Security and a former journalist, to break down a Wall Street Journal article arguing that companies are desperately seeking storytellers. They discuss what storytelling really means in practice, how narratives are built and scaled across channels, why consistency matters in a fragmented media universe, and why AI has actually increased — not reduced — the value of strong storytelling skills. Connect with Sooraj: https://www.linkedin.com/in/soorajshah/ [https://www.linkedin.com/in/soorajshah/]  Connect with Stephanie: https://lancmarketing.com/ [https://lancmarketing.com/]  https://www.linkedin.com/in/stephanieapryor/ [https://www.linkedin.com/in/stephanieapryor/]  Show Notes: Wall Street Journal - Companies Are Desperately Seeking ‘Storytellers’ https://www.wsj.com/articles/companies-are-desperately-seeking-storytellers-7b79f54e?gaa_at=eafs&gaa_n=AWEtsqcfyiaKLwlSd1S6_iwizYDTgbpHJPibmIBIViDJG6KtCSHdt-l1RwzORp0wF-4%3D&gaa_ts=698a0b50&gaa_sig=JUIjDVE5Q6WanOP3dEWdPn0ayarp3ee8ZGbS4nC8Q_1a5Vx1-B9tyzkngqWu37iQygnNXWM7K5hnmLqDeVRBzQ%3D%3D [https://www.wsj.com/articles/companies-are-desperately-seeking-storytellers-7b79f54e?gaa_at=eafs&gaa_n=AWEtsqcfyiaKLwlSd1S6_iwizYDTgbpHJPibmIBIViDJG6KtCSHdt-l1RwzORp0wF-4%3D&gaa_ts=698a0b50&gaa_sig=JUIjDVE5Q6WanOP3dEWdPn0ayarp3ee8ZGbS4nC8Q_1a5Vx1-B9tyzkngqWu37iQygnNXWM7K5hnmLqDeVRBzQ%3D%3D]