The 360° Marketing Show with Anusha Kannan

What One Influencer Did Differently (Necessary in the Age of AI) | Vahbiz Cooper, Demandbase

VIDEO AVAILABLE ONLY ON YOUTUBE! Liked this episode? Be on The 360° Marketing Show: https://www.anushakannan.com/research-aimkt Read my paper: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=6436240 In this episode of The 360° Marketing Show, we've got Vahbiz Cooper, who leads influencer marketing and employee advocacy at Demandbase. We get into the unicorn piñata campaign that went viral on LinkedIn, why AI-written content quietly tanks your engagement, the influencer relationship that turned into a viral product video, the campaign that flopped (and came back as a win years later), and her prediction about where AI trust is headed in B2B. Timestamps 1:00 — How Vahbiz got to where she is + Updates 11:00 — The influencer who kept missing deadlines (and how one conversation changed everything) 15:32 — Where Vahbiz actually uses AI in her workflow 20:29 — The unicorn piñata campaign that broke the internet 24:14 — Writing the Women in Sales blog with AI end-to-end 29:42 — Why AI-written posts quietly lose engagement 38:30 — The campaign that flopped (and what she learned) 40:23 — The late wins nobody tracks on a dashboard 43:53 — What actually makes employee advocacy work 52:27 — The AI trust cliff that's coming for B2B 1:06:33 — Do it scared, ask the dumb questions ~ BUY MY BOOK ~ https://www.anushakannan.com/book-updates FREE RESOURCES ARE AVAILABLE HERE: https://www.anushakannan.com/360nucleus ~ Follow The 360° Marketing Show on ~ ↳Instagram: https://www.instagram.com/the360degreemarketingshow/ ↳LinkedIn: linkedin.com/in/ the360marketingshowwithanushakannan ↳Website: https://t3ms.anushakannan.com/ Follow Anusha (Host) ↳ LinkedIn: ⁠linkedin.com/in/anusharameshkannan ↳ Website: https://www.anushakannan.com/ ↳ YouTube: @anusharameshkannan ↳ Instagram: ⁠instagram.com/@anusharameshkannann 🎵 Theme Song Code Code: DZBHXH6X1SGHZV5E tags: agentic AI, B2B customer journey, AEO, Answer Engine Optimization, Future of marketing, full-stack marketing, marketing podcast, anusha ramesh kannan,, influencer marketing, b2b marketing, marketing strategy, content marketing, product marketing, marketing analytics, customer marketing, ai in marketing, marketing careers, founder marketing, brand building, demand generation, marketing operations, b2b content, growth marketing, context switch newsletter, marketing thought leadership, customer advocacy, community-led growth, marketing leadership, email marketing, startup marketing, solopreneur podcast, marketing tools, marketing psychology, marketing neuroscience, career in marketing, marketer to founder, marketing advice, ai content strategy, marketing automation

The Agent Bias in Marketing Nobody Is Talking About Yet

| VIDEO ONLY ON YOUTUBE | 👉JOIN THE RESEARCH: https://www.anushakannan.com/research-aimkt Your brand has two audiences now. A human one & an algorithmic one. Most marketers are only building for one of them & it's not even the one making the first call. In this episode, I break down the dual-journey model & the pre-delegation layer: why AI agents already have a preferred brand before your buyer even searches, where that bias comes from, and what it actually means for your marketing strategy in 2026. Read my paper: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=6436240 ~ BUY MY BOOK ~ https://www.anushakannan.com/book-updates 👉 DOWNLOAD THIS EPISODE'S COMPANION GUIDE: https://www.anushakannan.com/360nucleus FREE RESOURCES ARE AVAILABLE HERE: https://www.anushakannan.com/360nucleus ~ Follow The 360° Marketing Show on ~ ↳Instagram: https://www.instagram.com/the360degreemarketingshow/ ↳LinkedIn: linkedin.com/in/ the360marketingshowwithanushakannan ↳Website: https://t3ms.anushakannan.com/ Follow Anusha (Host) ↳ LinkedIn: ⁠linkedin.com/in/anusharameshkannan ↳ Website: https://www.anushakannan.com/ ↳ YouTube: https://www.youtube.com/@anusharameshkannan ↳ Instagram: ⁠instagram.com/anusharameshkannann Timestamps: 0:00 — The dual audience problem: introduced 0:57 — The three foundational assumptions of marketing 2:08 — What the dual audience problem actually is 2:44 — Amazon Bedrock Agent Core — live proof it's already here 3:22 — How the agent bias works, step by step 4:22 — Mem0 + Perplexity — more live examples 6:16 — How the funnel structurally breaks 7:12 — Where the bias actually comes from 7:18 — The pre-delegation layer, named 8:14 — What to do: 3 strategic moves for CMOs and founders 10:29 — The Inner Game book mention 🎵 Theme Song Code Code: DZBHXH6X1SGHZV5E tags: agentic AI, B2B customer journey, AEO, Answer Engine Optimization, Future of marketing, full-stack marketing, marketing podcast, anusha ramesh kannan, b2b marketing, marketing strategy, content marketing, product marketing, marketing analytics, customer marketing, ai in marketing, marketing careers, founder marketing, brand building, demand generation, marketing operations, b2b content, growth marketing, context switch newsletter, marketing thought leadership, customer advocacy, community-led growth, marketing leadership, email marketing, startup marketing, solopreneur podcast, marketing tools, marketing psychology, marketing neuroscience, career in marketing, marketer to founder, marketing advice, ai content strategy, marketing automation

New Season: The 360° Marketing Show × From Zero

The 360° Marketing Show is moving under From Zero with Anusha Kannan as I build the anti-LinkedIn & learn more lessons on marketing, branding, positioning. This isn't goodbye - just a new season! Actually implementing the lessons we discuss on this podcast in real time! Get early access to Gen Yodha: https://www.genyodha.com/ Join From Zero: anushakannan.com/newsletterLet's connect:Instagram: https://www.instagram.com/anusharameshkannannLinkedIn: https://www.linkedin.com/in/anusharameshkannan/Who even am I? https://www.anushakannan.com/

Taking a Break - Here's What's Next for The 360° Marketing Show

A personal update about pausing the podcast until 2026, plus how to stay connected on our new Instagram: https://www.instagram.com/the360degreemarketingshow/ :)

How HubSpot’s PMM Team Drives Retention, GTM & AI Strategy | Alexander Rainford

Ever wonder what product marketing actually looks like inside HubSpot? In this episode (VIDEO ONLY ON YOUTUBE), I chat with Alex Rainford, PMM for Sales Hub, about what it really takes to drive pipeline, retention, and revenue in 2025. We get into full-funnel strategy, using AI without the fluff, working cross-functionally, and the PMM skills that actually move the needle. If you're a marketer looking to level up, this one's for you! Chapters 02:00 – Becoming a full-funnel PMM: acquisition to retention 06:30 – Where product marketing is underestimated 09:30 – Retention & usage: the PMM opportunity 12:40 – When trial conversion stalls: key signals 13:20 – Hiring PMMs: What Hiring Managers Look For 15:30 – Mastering AI & domain expertise in 2025 23:30 – Positioning & messaging, mistakes to avoid 24:30 – Getting your seat at the revenue table 28:00 – The future of PMM: AI, collaboration & product 🔗 Listen & Subscribe 🎙️ The 360° Marketing Show with Anusha Kannan Hub: ⁠anushakannan.com/the-360degree-marketing-show-with-anushakannan 🧠 Explore the 360° Nucleus (Resource Hub): ⁠anushakannan.com/360nucleus ✉️ Newsletter – Context Switch 📧 Sign up to receive Anusha’s newsletters: ⁠anushakannan.com/newsletter 🌐 Socials 💼 LinkedIn – Anusha: ⁠linkedin.com/in/anusharameshkannan 💼 LinkedIn – The 360° Marketing Show: linkedin.com/in/ the360marketingshowwithanushakannan 📸 Instagram (BTS): ⁠instagram.com/anusha_rameshkannan 🎵 TikTok: ⁠tiktok.com/@anusharameshkannan ▶️ YouTube Channel: ⁠@PivotwithAnushaKannan ALEX RAINFORD: LINKEDIN: https://www.linkedin.com/in/a-rainford/ 👀 Featured episode: Anusha on AMA Boston’s Talking Marketing ⁠Watch here: https://youtu.be/klH_zfYc8XY?si=RFbAS_oLTPVQkPy7 🎵 Theme Song Code Code: DZBHXH6X1SGHZV5E, ITVWDILTDI5MA2V7 tags: B2B marketing 2025, GTM strategy, vertical marketing, product marketing, SaaS marketing, FP&A for marketers, marketing ROI, pipeline marketing, demand generation, CFO marketing alignment, CAC payback, GTM trends 2025, marketing analytics, marketing podcast, full-stack marketing, Anusha Kannan, marketing leadership, content marketing, customer marketing, AI in marketing, Context Switch newsletter, brand building, marketing operations, community-led growth, marketing psychology, founder marketing, marketing careers, growth marketing, email marketing, startup marketing, marketing advice, marketing automation, AI content strategy, solopreneur podcast, HubSpot PMM, PMM skills, HubSpot careers, product-led growth, go to market strategy, retention marketing, product marketing tips, full funnel marketing