Tech Marketing Rewired

How 8am Rebuilt Its Go-To-Market For the AI Age with CMO, Nate Skinner

Everyone can buy the same AI tools now. That’s the problem and the opportunity. When technology stops being scarce, differentiation comes from how you show up, how well you understand the customer, and how consistently your go-to-market system reinforces that understanding. Kevin Kerner sits down with Nate Skinner, CMO at 8am, to unpack a full-stack transformation: rebranding from AffiniPay (a name closely tied to payments) into 8am, a platform that supports legal and accounting professionals with payments, practice management software, timekeeping, reconciliation, and embedded fintech services. Nate explains how the team anchored the rebrand in research, then backed it up with real operational change so the brand isn’t just a new logo living inside an old motion. We also get tactical on modern growth. Nate shares how 8am shifts to audience-based selling, restructures territories and partner relationships with bar associations, and rebuilds the website around customer context. Then we dig into answer engine optimization (AEO) and why showing up in Claude, ChatGPT, and other answer engines changes content strategy, technical SEO, and what “ungating” should look like. Finally, we talk about building AI agents, combining Gong call transcripts with Claude for sharper insights, and why leaders need to use the tools themselves to set the tone while still protecting the human voice that makes a brand feel real. Subscribe for more real-world go-to-market engineering stories, share this with a marketing leader who’s wrestling with AI adoption, and leave a review so more builders can find the show. What part of your GTM would you rebuild first? I am always looking for ways to improve. Send me a text and let me know your thoughts! - Kevin [https://www.buzzsprout.com/2462402/fan_mail/new] 🎧 Tech Marketing Rewired is hosted by Kevin Kerner, founder of Mighty & True. New episodes drop regularly with unfiltered conversations from the frontlines of B2B and tech marketing. Catch the video version of the podcast on our YouTube channel. [https://www.youtube.com/playlist?list=PLe3pK9B3GtqMzBga0aFskWeO2ajgMxM_O] 👉 Catch all our episodes at www.techmarketingrewired.com [https://www.techmarketingrewired.com] 📩 Got a guest idea or question? Email us at kevin@mightyandtrue.com 🔗 Follow Kevin on LinkedIn [https://www.linkedin.com/in/kevinkerner/] for more insights and behind-the-scenes takes. 📰 Subscribe to Kevin's Substack at:  Subscribe to Kevin's Substack at:  https://kevinkerner.substack.com/ [https://kevinkerner.substack.com/] 📰 Want more tech marketing insights? Subscribe to the Drag & Drop newsletter [https://www.mightyandtrue.com/drag-and-drop-newsletter-home#subscribe] for fresh thinking, real talk, and tools that make your job easier. www.mightyandtrue.com [http://www.mightyandtrue.com]

Vibe Coding for the Enterprise: How AI is Rewiring the Modern Web Stack | Guy Yalif (Webflow)

The way we build for the web is being fundamentally rewired. We’ve moved past the era of "drag-and-drop" and into the era of "Vibe Coding"—where natural language and AI orchestration allow teams to ship high-fidelity web experiences in hours, not weeks.  But for an enterprise CMO, how do you balance that "startup speed" with the security and stability required for production-grade marketing? In this episode of Tech Marketing Rewired, host Kevin Kerner sits down with Guy Yalif, Chief Evangelist at Webflow, to deconstruct the "messy middle" of AI adoption. Guy shares a masterclass on the evolution from traditional SEO to AEO (AI Engine Optimization) and explains why the future of MarTech lies in the Micro-App Stack. Key topics discussed in this episode: * The Vibe Coding Revolution: How the gap between strategy, design, and code is completely disappearing. * Enterprise-Grade AI: Harnessing the speed of AI while maintaining the security and scale required by large organizations. * The Death of the Monolith: Why the future is about "micro-apps" and intelligent microservices that AI can actually orchestrate. * The AEO Playbook: Why "technical cleanliness" and internal link structures are the new requirements for being discovered by LLMs. * Leading the "Beautiful Mess": How to build AI fluency within your team by making it safe to experiment, fail, and "feel stupid" during the learning curve. Connect with Guy Yalif: LinkedIn: https://www.linkedin.com/in/guyyalif/ [https://www.google.com/search?q=https://www.linkedin.com/in/guyyalif/] Webflow: https://www.webflow.com [https://www.webflow.com] More Tech Marketing Rewired Content: Explore more episodes and resources at mightyandtrue.com/podcasts [https://www.mightyandtrue.com/podcasts] or subscribe on Substack for deep-dive takeaways: kevinkerner.substack.com [https://kevinkerner.substack.com] I am always looking for ways to improve. Send me a text and let me know your thoughts! - Kevin [https://www.buzzsprout.com/2462402/fan_mail/new] 🎧 Tech Marketing Rewired is hosted by Kevin Kerner, founder of Mighty & True. New episodes drop regularly with unfiltered conversations from the frontlines of B2B and tech marketing. Catch the video version of the podcast on our YouTube channel. [https://www.youtube.com/playlist?list=PLe3pK9B3GtqMzBga0aFskWeO2ajgMxM_O] 👉 Catch all our episodes at www.techmarketingrewired.com [https://www.techmarketingrewired.com] 📩 Got a guest idea or question? Email us at kevin@mightyandtrue.com 🔗 Follow Kevin on LinkedIn [https://www.linkedin.com/in/kevinkerner/] for more insights and behind-the-scenes takes. 📰 Subscribe to Kevin's Substack at:  Subscribe to Kevin's Substack at:  https://kevinkerner.substack.com/ [https://kevinkerner.substack.com/] 📰 Want more tech marketing insights? Subscribe to the Drag & Drop newsletter [https://www.mightyandtrue.com/drag-and-drop-newsletter-home#subscribe] for fresh thinking, real talk, and tools that make your job easier. www.mightyandtrue.com [http://www.mightyandtrue.com]

How AI Signals Power Smarter B2B Growth with Jay Tuel of Demandbase

In this episode of Tech Marketing Rewired, host Kevin Kerner sits down with Jay Tuel, Chief Evangelist of Sales at Demandbase, to deconstruct the "signal madness" currently hitting B2B tech. Jay breaks down how to move from manual CRM research to AI-driven orchestration that identifies the real buying committee—even when it's 40 people deep. In this episode, you’ll discover: * The Inbound Shift: Why Jay believes AI can (and should) handle 100% of inbound follow-up to ensure relevancy and speed. * Mapping the Buying Group: How to move beyond a single contact to identify the 17 to 40 people actually involved in an enterprise deal. * Creative Signal Sourcing: Using 10Ks, investor calls, and even video transcripts to drive executive-level engagement. * The "Human-in-the-Loop": Where strategic humans fit into a world of automated outreach and how to avoid the "AI doom loop" of generic messaging. * Self-Optimizing Tech: Why the future of MarTech is tools that continually optimize their own scoring based on real conversion outcomes. Connect with Jay Tuel on LinkedIn: https://www.linkedin.com/in/jaytuel/ [https://www.linkedin.com/in/jaytuel/] Learn more about Demandbase: https://www.demandbase.com/ [https://www.demandbase.com/]  I am always looking for ways to improve. Send me a text and let me know your thoughts! - Kevin [https://www.buzzsprout.com/2462402/fan_mail/new] 🎧 Tech Marketing Rewired is hosted by Kevin Kerner, founder of Mighty & True. New episodes drop regularly with unfiltered conversations from the frontlines of B2B and tech marketing. Catch the video version of the podcast on our YouTube channel. [https://www.youtube.com/playlist?list=PLe3pK9B3GtqMzBga0aFskWeO2ajgMxM_O] 👉 Catch all our episodes at www.techmarketingrewired.com [https://www.techmarketingrewired.com] 📩 Got a guest idea or question? Email us at kevin@mightyandtrue.com 🔗 Follow Kevin on LinkedIn [https://www.linkedin.com/in/kevinkerner/] for more insights and behind-the-scenes takes. 📰 Subscribe to Kevin's Substack at:  Subscribe to Kevin's Substack at:  https://kevinkerner.substack.com/ [https://kevinkerner.substack.com/] 📰 Want more tech marketing insights? Subscribe to the Drag & Drop newsletter [https://www.mightyandtrue.com/drag-and-drop-newsletter-home#subscribe] for fresh thinking, real talk, and tools that make your job easier. www.mightyandtrue.com [http://www.mightyandtrue.com]

Rewiring the Marketing Org: Agile Pods and Workflow Orchestration with Wrike CMO Christine Royston

Is your marketing structure holding back your growth? In this episode of Tech Marketing Rewired, Kevin Kerner sits down with Christine Royston [https://www.linkedin.com/in/christineroyston/], CMO of Wrike [https://www.wrike.com/], to discuss how she is fundamentally restructuring her organization for the AI era. Christine explains why she is moving away from traditional functional silos in favor of cross-functional pods designed for speed and agility. You'll learn why she believes "process comes first" and how her team uses workflow orchestration to reclaim hundreds of hours of manual work. Key Topics Discussed: * The Death of the Silo: Why Wrike is moving to cross-functional pods organized around business objectives rather than department titles. * Operationalizing AI: The role of a dedicated AI Efficiency Lead in upskilling a non-AI native team. * Rolling Planning vs. Quarterly Cycles: How Wrike uses ongoing three-month cycles to stay nimble and pivot in real-time. * Process Before Technology: Why you must document and optimize your workflows before you can successfully apply AI. * The "Customer Zero" Strategy: How the Wrike marketing team uses their own platform to drive 90% efficiency gains in technical tasks like SEO redirect mapping. Connect & Resources: * Guest: Christine Royston [https://www.linkedin.com/in/christineroyston/] * Company: Wrike [https://www.wrike.com/] * Host: Kevin Kerner [https://www.linkedin.com/in/kevinkerner/] * Sponsor: Mighty & True [https://www.mightyandtrue.com/] Find more episodes and deep-dive frameworks at Mighty & True Podcasts [https://www.mightyandtrue.com/podcasts]. I am always looking for ways to improve. Send me a text and let me know your thoughts! - Kevin [https://www.buzzsprout.com/2462402/fan_mail/new] 🎧 Tech Marketing Rewired is hosted by Kevin Kerner, founder of Mighty & True. New episodes drop regularly with unfiltered conversations from the frontlines of B2B and tech marketing. Catch the video version of the podcast on our YouTube channel. [https://www.youtube.com/playlist?list=PLe3pK9B3GtqMzBga0aFskWeO2ajgMxM_O] 👉 Catch all our episodes at www.techmarketingrewired.com [https://www.techmarketingrewired.com] 📩 Got a guest idea or question? Email us at kevin@mightyandtrue.com 🔗 Follow Kevin on LinkedIn [https://www.linkedin.com/in/kevinkerner/] for more insights and behind-the-scenes takes. 📰 Subscribe to Kevin's Substack at:  Subscribe to Kevin's Substack at:  https://kevinkerner.substack.com/ [https://kevinkerner.substack.com/] 📰 Want more tech marketing insights? Subscribe to the Drag & Drop newsletter [https://www.mightyandtrue.com/drag-and-drop-newsletter-home#subscribe] for fresh thinking, real talk, and tools that make your job easier. www.mightyandtrue.com [http://www.mightyandtrue.com]

Why AI Isn’t Killing Search (And What to Focus on Instead) with Tony Pataky (Procore)

Does 2026 really mark the beginning of the end for SEO, or are we missing the bigger picture on how search is evolving? In this episode, Kevin sits down with Tony Pataky, Director of Global SEO and Search at Procore, to cut through the noise around the massive search disruption that hit in Q4 2024.  Tony brings a refreshingly grounded perspective on why the organic traffic panic may have been premature and shares the data-backed strategies Procore used to navigate the chaos.Key  Topics Discussed: * Search Algorithm Chaos: Breaking down the Q4 2024 changes that caught most marketers off guard * LLM Impact Reality Check: Why AI search tools are expanding the customer journey, not killing Google * Organic Traffic Recovery: Tactical approaches to rebuilding search performance after algorithm hits * Performance-Based SEO: Using data to build more resilient search strategies * Future Search Landscape: What B2B marketers need to prepare for in the evolving search ecosystem Guest Info: Tony Pataky: LinkedIn [https://www.linkedin.com/in/tonypataky/] Tony's Newsletter, Search Velocity. [https://www.linkedin.com/newsletters/search-velocity-7423661071561023488/]  Procore: https://www.procore.com/ [https://www.procore.com/] I am always looking for ways to improve. Send me a text and let me know your thoughts! - Kevin [https://www.buzzsprout.com/2462402/fan_mail/new] 🎧 Tech Marketing Rewired is hosted by Kevin Kerner, founder of Mighty & True. New episodes drop regularly with unfiltered conversations from the frontlines of B2B and tech marketing. Catch the video version of the podcast on our YouTube channel. [https://www.youtube.com/playlist?list=PLe3pK9B3GtqMzBga0aFskWeO2ajgMxM_O] 👉 Catch all our episodes at www.techmarketingrewired.com [https://www.techmarketingrewired.com] 📩 Got a guest idea or question? Email us at kevin@mightyandtrue.com 🔗 Follow Kevin on LinkedIn [https://www.linkedin.com/in/kevinkerner/] for more insights and behind-the-scenes takes. 📰 Subscribe to Kevin's Substack at:  Subscribe to Kevin's Substack at:  https://kevinkerner.substack.com/ [https://kevinkerner.substack.com/] 📰 Want more tech marketing insights? Subscribe to the Drag & Drop newsletter [https://www.mightyandtrue.com/drag-and-drop-newsletter-home#subscribe] for fresh thinking, real talk, and tools that make your job easier. www.mightyandtrue.com [http://www.mightyandtrue.com]