OnBase: Smashing Sales and Marketing Misalignments

Ep. 578 | Inside Roku’s programmatic playbook: daily rigor, culture fit and the future of CTV

Roku’s John Rogers reveals how daily rigor, culture fit and a new programmatic playbook are shaping the future of CTV advertising. 🎙️ Episode summary In this episode, John Rogers, director of global programmatic partnerships at Roku, takes us inside the systems and leadership principles driving Roku’s programmatic growth. We explore why the old sales playbook no longer works, how Roku balances programmatic and direct sales, and why ambiguity is becoming a competitive advantage in ad tech. 🔑 What you’ll learn * How Roku uses daily rigor to run programmatic like a high-performance engine * Why culture fit and curiosity matter more than a big Rolodex * How to empower teams to make decisions without perfect data * Why performance CTV is the next big industry shift * How collaboration across sales channels creates revenue tailwinds 💬 Standout quotes “Daily rigor is the hill I’ll die on.” — John Rogers “If your team doesn’t feel safe taking risks, you’ll never win.” — John Rogers About John Rogers John is an ad tech veteran, starting at Advertising.com in 2002.  Leading teams through acquisition, hyper growth and even bankruptcy, he has developed an approach to driving client-focused teams to strong results in BD.  He has been at Roku for 6 months and is developing their mid-market platform approach, focused on SSPs, DSPs and reseller partnerships. Connect with John [https://www.linkedin.com/in/john-rogers-5630897/]. Visit our website. [https://www.demandbase.com/podcasts/onbase/]

Ep. 577 | How humanizing B2B and brand resonance drive GTM success

In this episode of the OnBase podcast, host Paul Gibson sits down with Kate Mackie to unpack why humanizing B2B marketing is no longer optional—and how brand resonance directly impacts modern go-to-market success. Kate shares her journey from agency to EY, revealing why the traditional separation between brand and demand no longer works in today’s complex, elongated B2B buying cycles. She explains why trust is a brand’s most valuable currency, how buying groups have doubled in size, and why marketers must deliver consistent yet human experiences across every GTM motion. From aligning sales and marketing, to building creative consistency without losing personalization, to proving brand impact on revenue, this episode is a masterclass in modern enterprise marketing. Kate also explores the disruptions defining today’s market, how AI will accelerate personalization, and why human differentiation will matter more as buyers increasingly use AI as part of their research process. Key Takeaways * Brand and demand work as one spectrum Brand builds broad awareness and trust; demand converts that trust into action. Separating them weakens both. * Buying groups have doubled in size Enterprise decisions now involve 15 people, meaning brands must influence far more stakeholders, many of whom never speak to sales. * Human-centered branding drives trust Emotional relevance and clear purpose help companies stay top-of-mind through long, nonlinear buying cycles. * Overconsistency reduces relevance Rigid, one-size-fits-all branding prevents teams from tailoring messages to different roles, needs, and motivations. * Alignment across brand, GTM, and sales is critical Disconnected campaigns and target lists create massive audience wastage and inconsistent buyer experiences. * Customer expansion offers the quickest wins Building brand trust with existing clients is cheaper, faster, and often more impactful than new-customer acquisition. * Measurement must combine brand and demand signals Brand salience requires tracking awareness, consideration, social listening, and pre/post lift, not just revenue metrics. * AI accelerates personalization but needs guardrails AI can tailor creativity at scale, but only when backed by strong segmentation, a clear brand truth, and human oversight. * Human differentiation will matter more as buyers use AI As customers rely on AI for research, human experience, emotion, and trust become the true competitive advantage. * Marketers must speak the language of the C-suite To secure buy-in, brand value must be tied directly to commercial outcomes, not marketing jargon. Quotes “Brand and demand are one and the same. It’s just the difference between talking to a mass audience or a targeted one.” “When buyers use AI as part of their research, the human experience becomes the biggest differentiator.” Resource Recommendations * B2B Marketing Fundamentals, [https://www.amazon.com/B2B-Marketing-Fundamentals-Reputation-Relationships/dp/1398619647/ref=sr_1_1?crid=1J2C81OQ9RNXH&dib=eyJ2IjoiMSJ9.WxVor3Z_yqTbTq_sUrbtek8LtlWm-XsUgAXtsQnW4tNBD2FP3ayn6DKYVS54PCsw1WojuQirL6_Jjwjo8l3baqqv9RnMh9BOQsP6VVbqBnsLQHEqRH23ryVo_E_-8uvqOVduIFqCAd98Bs2ycyDAJ2gQAzzdPuyVzfFLj0lxzlZx7s5YeoypVZ_E5uZwKiQLpPHkzRLKPwRFia6puhLwISVVUryBEfT0lLilwzopivg.zjV4RUAl6r8uHp9Tdh0DCBWhytyIRed0c14KqbLG3YY&dib_tag=se&keywords=b2b+marketing+fundamentals&qid=1765283123&sprefix=B2B+Marketing+Fundamentals%3A%2Caps%2C998&sr=8-1] a book by Kate Mackie * Wired [https://www.wired.com/] Shout-Outs * Jennifer Aaker [https://www.linkedin.com/in/jaaker/], General Atlantic Professo at Stanford University Graduate School of Business * Caroline Day [https://www.linkedin.com/in/carolineslink/], Global Director, B2B Institute at LinkedIn * Denise Persson [https://www.linkedin.com/in/denisepersson/], CMO at Snowflake About the Guest Kate Mackie is a Partner (EYGP LLP) and the Global Marketing Lead at the global EY organization. She is a transformational global leader who drives innovative marketing strategies and helps the business embed lasting change. Her passion lies in transforming the narrative around B2B marketing and driving a humanized approach to growth. She is the author of 'B2B Marketing Fundamentals: Drive Impact Across Brand, Reputation, Relationships, and Revenue'. Connect with Kate [https://www.linkedin.com/in/mackiekate/].

Ep. 576 | How continuous brand building powers ABX success

In this episode of OnBase, host Paul Gibson sits down with Soumyajit Dey for a deep dive into why continuous brand building outperforms one-off campaigns every time, and how ABX becomes truly powerful only when rooted in purpose, consistency, and relevance. Soumyajit shares his journey from early days in experimental digital marketing to leading global campaigns at ThoughtWorks, where he merges brand strategy with buying-group intelligence to drive sustained account growth. He explains why brand versus demand is the wrong debate, why ABX should be an experience, not a tactic, and how companies can orchestrate connected outreach that resonates emotionally and commercially. From the importance of purpose-led storytelling, to measuring brand influence, to navigating AI and evolving buyer behavior, this episode is a masterclass in modern B2B marketing that actually works. Key Takeaways * Brand and demand shouldn’t compete, they should connect Soumyajit argues that ABX succeeds when it amplifies a strong brand narrative. Disconnected efforts create drop-off; integrated storytelling builds trust that sustains long-term growth. * ABX is an experience, not a pipeline hack Effective ABX expands reach inside accounts, engages the full buying group, and nurtures trust over time. It’s a long-term motion, not a magic wand for instant deals. * The tech stack makes or breaks digital ABX Integrating engagement scoring, intent, and outreach into a unified ecosystem creates the intelligence needed for relevance and personalization at scale. At ThoughtWorks, this has driven an 18–23% increase in reach. * Purpose-driven brands outperform Buyers, especially millennials and Gen Z, make decisions based on values like transparency, ethics, and inclusion. Purpose creates memorability and long-term loyalty. * Sustained brand building warms the ground for ABX When a brand shows up consistently through content, social proof, thought leadership, and human storytelling, ABX campaigns land on receptive audiences, not cold inboxes. * AI orchestration and buying-group intelligence are the future Agentic AI, buying-group-level insights, and responsible use of automation will redefine how teams run always-on ABX and brand plays. Quotes “Brand creates receptivity. ABX activates relevance. Together, they expand your circle of influence.” Resource recommendations Podcasts: * B2B Marketing and More with Pam Didner [https://podcasts.apple.com/us/podcast/b2b-marketing-and-more-with-pam-didner/id1250138104] Books: * ABM is B2B: Why B2B marketing and sales is broken and how to fix it [https://www.amazon.com/Abm-Is-B2B/dp/194085895X/ref=sr_1_1?crid=1W7LRR7K1D7IU&dib=eyJ2IjoiMSJ9.pjo-JPRE6GVcrgoILMxN2sI3wa9DBDkcForY8XqGdd3GjHj071QN20LucGBJIEps.6ftOfI7tMbaZo27dl4W8jMIcq0Oj1owGlMhqCQNDt-o&dib_tag=se&keywords=Why+B2B+marketing+and+sales+is+broken+and+how+to+fix+it&nsdOptOutParam=true&qid=1764856524&sprefix=why+b2b+marketing+and+sales+is+broken+and+how+to+fix+it%2Caps%2C857&sr=8-1]— by Sangram Vajre & Eric Spett About the Guest Soumyajit Dey is a digital first marketing and communications leader with 20 plus years of experience at the intersection of marketing, technology and communication. Currently, he serves as the Global Head of Digital Campaign Delivery and AI for marketing Lead at Thoughtworks. He has worked with multiple global tech organizations in various capacity and is equally at home with campaign delivery, execution and executive strategy. Soumyajit is passionate about building future ready functions and teams that blend in creativity, automation and measurable performance. ⁠Connect with Soumyajit⁠ [https://www.linkedin.com/in/deysoumyajit/].

Ep. 575 | How to build authentic B2B influence with ABX, thought leadership, and AI

In this episode of OnBase, host Paul Gibson sits down with Joel Harrison for a wide-ranging and deeply insightful conversation about one of the most pressing issues in modern B2B: trust. Together, they unpack how trust is eroding across society, why it has become the backbone of successful ABX programs, and how marketers can differentiate in an era flooded with AI-generated “average content.” Joel shares his personal journey from magazine editor to industry leader, and why he believes trust, not just technology, is the true engine behind influence, brand affinity, and long-term customer relationships. The conversation explores how AI is challenging credibility, how strategic thought leadership can reclaim it, and why authenticity must be built intentionally rather than assumed. Whether you’re a marketer, seller, or B2B leader navigating the new era of AI-driven engagement, this episode provides a powerful framework for building trust at scale, without losing the human touch. Key Takeaways * Trust is the new competitive differentiator Trust isn’t a soft metric, it’s the oxygen of B2B relationships. Without it, brands will struggle to generate engagement, earn consideration, or influence buyers who are increasingly overwhelmed and time-poor. * Average content is everywhere, quality is the real moat AI has made it easier than ever to produce content, but most of it lacks authenticity, depth, and accuracy. Joel argues that this creates an opportunity: brands that invest in high-quality thought leadership will stand out faster than ever. * Thought leadership must be strategic, not random According to Joel, true thought leadership: * Is rooted in robust data * Connects to a long-term narrative * Influences every stage of the funnel, from brand to demand to sales * Includes credible experts and voices internally and externally When executed well, these programs deliver 52% better ROI than traditional marketing. * Advocacy is massively underutilized in B2B Customer recommendations, peer validation, and community influence play a foundational role in trust, but most companies underinvest in structured advocacy programs. Joel highlights emerging “TrustTech” tools that are beginning to change this. * AI must be used with oversight, not blind automation AI is powerful for efficiency, research, and content acceleration, but hallucinations and inaccuracies can damage credibility. Human oversight is non-negotiable, both at the beginning and the end of the workflow. * ABX thrives when trust comes first Signals alone aren’t enough. Buyers won’t engage with sales if they've never heard of you or don’t trust your brand. Trust-building must begin long before intent signals surface, and it must extend through the entire customer lifecycle, not just new logo acquisition. Quotes “Thought leadership isn’t a blog post. It’s a strategic, data-driven idea deployed across the entire customer journey.” Resource Recommendations * Andy Lambert’s newsletter [https://social3.substack.com/] * Luan Wise’s newsletter [https://www.luanwise.co.uk/lighthouse-social] * CDP Institute’s newsletter [https://www.cdpinstitute.org/news/category/cdpi-newsletter/] * Paul Cash’s LinkedIn posts [https://uk.linkedin.com/in/paulcash] Shout-Outs * Scott Stockwell [https://www.linkedin.com/in/scottstockwell/], Founder at Workmatik * Graham Wylie [http://v/], Growth CMO, B2B SaaS & Services * Barbara Stewart [https://www.linkedin.com/in/barbara-stewart-736b557/?originalSubdomain=es], Buyer & Customer Experience Consultant * Robert Norum [https://www.linkedin.com/in/robertnorum/], ABM and Growth Expert, B2B Marketing About the Guest As editor-in-chief of B2B Marketing and one of its founders, Joel plays a strategic role in the company, focusing on the development of all B2B Marketing’s content, products and services – including events, training, reports and the magazine. He’s also an ambassador and evangelist for B2B more generally, and a regular speaker at conferences and at in-house marketing team meetings. Connect with Joel [https://www.linkedin.com/in/joelharrison/].

Ep. 574 | Customer-led growth, AI, and high-impact plays every B2B team should use

In this episode of OnBase, host Chris Moody sits down with Corrina Owens to explore the evolution of account-based marketing, the misconceptions that still persist, and why most companies miss their biggest growth opportunity: their existing customers. Corrina details her non-traditional path into marketing, the value of being a generalist, and how ABM shifted from a set of disconnected tactics to a true go-to-market operating model. She breaks down the critical role of ICP development, the importance of analyzing first-party data, and why sales alignment is still the strongest predictor of ABM success. The conversation also dives into customer expansion strategies, the rise of AI as a democratizer of data, and the ABM plays every B2B organization should be running. Corrina shares practical examples, thoughtful commentary on relationship-building skills in the age of automation, and the mindset sellers and marketers need to stand out in modern B2B. Key Takeaways * ABM is a go-to-market strategy, not a set of tactics Most teams still define ABM as direct mail or targeted ads, but sustainable ABM success requires cross-functional alignment, sales process maturity, and clarity on the ICP. * Your first-party data holds the real ICP insights Instead of wish-list accounts or executive bias, the strongest ICP definitions come from analyzing a full fiscal year of closed-won and closed-lost data to uncover patterns. * Customer expansion is the biggest missed opportunity On average, companies land only about 30% of a customer’s total ARR potential on initial purchase. Yet most marketing and ABM efforts stop immediately post-sale. Customer ABM should be a core motion. * AI is democratizing data access What once required multiple tools and data science resources can now be achieved with ChatGPT and well-structured prompts. AI helps teams iterate faster, brainstorm creatively, and pressure-test messaging. * Human connection is the new differentiator Sellers struggle with relationship-building across channels, especially in a digital-first world. The ability to communicate authentically, not from templates, is becoming a critical skill. * Give-first ABM plays drive the deepest brand impact Podcast invitations, industry award nominations, and sponsoring internal team events create memorable, non-transactional experiences that earn trust. Quotes “The best ABM plays are pure give tactics. You’re not asking for anything back.” Tech recommendations * Lovable * ChatGPT * Gemini Resource recommendations * The Power of Onlyness [https://www.amazon.com/Power-Onlyness-Ideas-Mighty-Enough/dp/0525429131/ref=sr_1_1?crid=3PXYDWQFX5OVB&dib=eyJ2IjoiMSJ9.nsx5KOHb9E_QN5VuU-7d0A.TJwVkcjvG4sYCpfrhFTups3G67g_bVx_LEKI0hOB7xA&dib_tag=se&keywords=The+power+of+onlyness+by+Nilofer+Merchant&qid=1763737255&sprefix=the+power+of+onlyness+by+nilofer+merchant%2Caps%2C739&sr=8-1&language=en_US¤cy=USD] by Nilofer Merchant – a powerful exploration of embracing your unique perspective and bringing your fullest self to your work. * 12 ABM plays [https://www.linkedin.com/posts/corrina-owens_here-are-12-account-based-marketing-plays-activity-7305745530322644992-8y5r?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAtg2K8BIrJrszWNzcyGo5PSLd0Dg9MwFcI] by Corrina Owens Shout-outs * Christina Le [https://www.linkedin.com/in/thesechapters/], Head of Marketing at Plot. About the Guest Corrina Owens is the go-to GTM mind behind some of the most effective ABM plays in B2B SaaS. She’s led award-winning programs at Gong and now works fractionally, advising and implementing pipeline-driving strategies at companies like Orum, TripleLift, Navattic, and UserGems. ⁠Connect with Corrina⁠ [https://www.linkedin.com/in/corrina-owens/].