The most AI-pilled CMO in tech shares his Claude setup

The most AI-pilled CMO in tech shares his Claude setup

Tom Wentworth is the CMO at incident.io, and the most AI-pilled marketing leader I’ve talked to. Before incident.io, Tom was CMO at Recorded Future, RapidMiner, Acquia and Optimizely. You can call that quite a track record. In this episode, I have Tom show and explain how he runs marketing from inside Claude Code, his “agency agent” that builds Linkedin campaigns autonomously, why engineers are taking over GTM, and his top advice to CMOs in 2026. --- We discuss: * How he runs his day-to-day as CMO now vs 3 years ago * Why 30% of his time goes into bug fixing * How he builds agents & Claude skills * Claude Code vs Cowork vs Clay * incident’s “Applied AI” team and why the next GTM engineer is a real engineer sitting inside the CTO’s org * The most impactful agents/skills/workflows his team built and ACTUALLY use * The one - and only - thing Tom would still hire an agency for * Don Jeter’s monster trucks vs Tom’s agents: comparing two playbooks * His top 10 pieces of advice for CMOs in 2026 * Why the CMO role might actually go away --- Connect with Tom: Tom’s LinkedIn: https://www.linkedin.com/in/twentworth/ [https://www.linkedin.com/in/twentworth/] Tom’s blog: https://tomwentworth.com/ [https://tomwentworth.com/] incident.io: https://incident.io/ [https://incident.io/] --- Connect with Finn: LinkedIn: https://www.linkedin.com/in/finnthormeier/ [https://tomwentworth.com/2016/02/18/some-practical-advice-for-aspiring-tech-cmos-c4f2a69a09f2/] Project 33 - LinkedIn Agency for CEOs: https://www.project33.io/ [https://tomwentworth.com/2016/02/18/some-practical-advice-for-aspiring-tech-cmos-c4f2a69a09f2/] --- Mentioned in the episode: Clay: https://www.clay.com/ [https://tomwentworth.com/2016/02/18/some-practical-advice-for-aspiring-tech-cmos-c4f2a69a09f2/] Granola: https://www.granola.ai/ [https://tomwentworth.com/2016/02/18/some-practical-advice-for-aspiring-tech-cmos-c4f2a69a09f2/] Linear: https://linear.app/ [https://tomwentworth.com/2016/02/18/some-practical-advice-for-aspiring-tech-cmos-c4f2a69a09f2/] Fibbler: https://www.fibbler.co/ [https://tomwentworth.com/2016/02/18/some-practical-advice-for-aspiring-tech-cmos-c4f2a69a09f2/] Torq: https://torq.io/ [https://tomwentworth.com/2016/02/18/some-practical-advice-for-aspiring-tech-cmos-c4f2a69a09f2/] Blog post from 2016: https://tomwentworth.com/2016/02/18/some-practical-advice-for-aspiring-tech-cmos-c4f2a69a09f2/ [https://tomwentworth.com/2016/02/18/some-practical-advice-for-aspiring-tech-cmos-c4f2a69a09f2/] Hope you enjoy!! This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.executivebrand.org [https://www.executivebrand.org?utm_medium=podcast&utm_campaign=CTA_1]

How to run a successful ABX program

Trinity Nguyen is the CMO at UserGems, where she also leads their AI GTM function. UserGems is an ABM platform used by companies like Crowdstrike, Gong, Box, and our friends at Sendoso. And… THEY EAT THEIR OWN DOG FOOD (or drink their own champagne). Trinity has been running UserGems’ own ABX program for the last 6 years and iterated and improved on it every year. It now drives over 30% of their overall net new revenue growth.In this episode, we break down their 2025 ABX program that took 6,000 target accounts, converted 12% into Opportunities, and generated multi millions in ARR - and what she’s changing about that approach for 2026. --- We discuss: * The complete breakdown of UserGems’ ABX program that converted 12% of 6,000 target accounts into opps - 30% of net new revenue * How to build your TAM/SAM * Why they pick exactly 500 accounts every month * Why Clay is great for testing 3 signals and a trap once you’re running 40 * Why Trinity ran cold outbound herself - and tells every marketer to do the same for at least a month * Outbound vs ads for breaking into an account * Role of events in your ABX strategy * Why the SDR function HAS to sit under the CMO if you’re running ABX * The Chrome extension that 3x their meetings booked from cold calls * How to correctly do attribution for your ABX program --- Connect with Trinity: Trinity’s LinkedIn: https://www.linkedin.com/in/trinitynguyen/ [https://www.linkedin.com/in/trinitynguyen/] UserGems: https://www.usergems.com/ [https://www.usergems.com/] --- Connect with Finn: LinkedIn: https://www.linkedin.com/in/finnthormeier/ [https://www.linkedin.com/in/finnthormeier/] Project 33 - LinkedIn Agency for CEOs: https://www.project33.io/ [https://www.project33.io/] --- Mentioned in the episode: Clay: https://www.clay.com/ [https://www.clay.com/] Outreach: https://www.outreach.io/ [https://www.outreach.io/] Pavilion: https://www.joinpavilion.com/ [https://www.joinpavilion.com/] Hope you enjoy!! This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.executivebrand.org [https://www.executivebrand.org?utm_medium=podcast&utm_campaign=CTA_1]

This Linkedin strategy is BONKERS

Melissa Rosenthal is the co-founder of Outlever, where she’s Editor-in-Chief of its two publications: State of Brand and State of AI. Before Outlever, she was Chief Creative Officer at ClickUp, EVP of Creative Strategy at Cheddar, and Global VP of Creative at BuzzFeed. In the 3 months since she launched State of Brand, they’ve hit roughly 1.5M monthly readers, and her own Linkedin went from 100k impressions per month to 4 million per week at the peak. In this episode, we talk about how she’s building her own newsroom, publishing 3-5 news stories every day, leveraging it to go consistently viral on Linkedin, her “media listening machine” behind every story, where AI fits into her workflow, and more. We discuss: - The complete behind-the-scenes of how she runs her two newsrooms for State of Brand & State of AI, to publish 5-6 news stories every single day - How it took Melissa’s Linkedin from 100k impressions/month to 4 million/WEEK - How to write viral B2B stories - Why she posts at 7pm and thinks “everything people say about how LinkedIn works is a lie” - Her media listening machine that surfaces news stories with viral potential in real-time - Where AI / Claude fits into all of this - The three legs of the stool of her media machine: news, interviews, and internal thought leadership - Why you should never aim to build a media company --- Connect with Melissa: Melissa’s LinkedIn: https://www.linkedin.com/in/melissarosenthal5/ [https://www.linkedin.com/in/melissarosenthal5/] State of Brand: https://www.thestateofbrand.com/ [https://www.thestateofbrand.com/] State of AI: https://www.thestateofai.com/ [https://www.thestateofai.com/] Outlever: https://outlever.com/ [https://outlever.com/] --- Connect with Finn: LinkedIn: https://www.linkedin.com/in/finnthormeier/ [https://www.linkedin.com/in/finnthormeier/] Project 33 - LinkedIn Agency for CEOs: https://www.project33.io/ [https://www.project33.io/] Hope you enjoy!! This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.executivebrand.org [https://www.executivebrand.org?utm_medium=podcast&utm_campaign=CTA_1]

How to radically stand out w/ Don Jeter

Don Jeter is the CMO at Torq, a series D enterprise cybersecurity company (valued at $1.2B) that’s notorious for its “out there” brand, unusual visual identity, and bold marketing stunts. Their stunts include a 40-foot inflatable skeleton with pterodactyls firing lasers and a monster truck parked at their conference booth, a tattoo bus at RSA (99 ACTUAL tattoos done), CISO karaoke, hiring former pro-wrestling analyst Joel Gertner to name Torq the winner of the “Gertner Mystical Quartile”, Torq-branded urinal liners that their CRO carries in his pocket and deploys at will, and much more. Don has spent 13 years in cybersecurity marketing, at Symantec, Veritas Technologies and Pax8, where he went from Sr. Director of Marketing to SVP Global Marketing, helping the company grow from $5m to $1B in ARR, before joining Torq in 2023. We discuss: * How Don got his CEO to sign off on Torq’s crazy, MASSIVE rebrand (skeletons, monster trucks and all) * What it means to stop marketing, and start world-building * The Liquid Death thesis * What B2B marketers should learn from A24 (the movie studio behind Marty Supreme & Everything Everywhere All at Once) * Don’s test for good marketing: will this get our salespeople excited? * How he scaled field marketing from 3 → 90 → 150 → 400 events per year, and why Don is betting so heavily on in-person * Why brand and demand are the same motion * Where Don draws the line on AI use for his marketing team * What he’d do in his first 30 days as a new CMO * If Don could only watch one movie for the rest of his life, and he had to rewatch it anytime he wanted to watch a movie, which one it would be (he’s really into movies) * And, actually, more --- Connect with Don: Don’s LinkedIn: https://www.linkedin.com/in/goodmarketing/ [https://www.linkedin.com/in/goodmarketing/] Torq: https://torq.io/ [https://torq.io/] --- Connect with Finn: LinkedIn: https://www.linkedin.com/in/finnthormeier/ [https://www.linkedin.com/in/finnthormeier/] Project 33 - LinkedIn Agency for CEOs: https://www.project33.io/ [https://www.project33.io/] --- Mentioned in the episode: Liquid Death: https://liquiddeath.com/ [https://liquiddeath.com/] Vanta: https://www.vanta.com/ [https://www.vanta.com/] A24: https://a24films.com/ [https://a24films.com/] Rick Rubin’s “The Creative Act”: https://www.penguinrandomhouse.com/books/717356/the-creative-act-by-rick-rubin/ [https://www.penguinrandomhouse.com/books/717356/the-creative-act-by-rick-rubin/] Hope you enjoy!! This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.executivebrand.org [https://www.executivebrand.org?utm_medium=podcast&utm_campaign=CTA_1]

How to operationalize going viral on LinkedIn

Tycho Luijten is one of the most viral people on LinkedIn right now. He rose to LinkedIn fame on April 15th 2025 when him and Steven van Marle published a video called “The Wolf of Wall Street… but then it’s B2B marketing.” - which went absolutely bonkers. I now sits at over 11,000 likes and a total of over 5 million impressions. Since then, they’ve cracked the code of going viral on Linkedin, and published many other skits, including: * Pulp Fiction… but then it’s B2B Marketing. * Suits... but then it’s B2B marketing. * What do you do for a living? B2B Marketer Edition. * And most recently, LinkedIn’s Next Thought Leader And in this episode, we’re breaking down their process. --- We discuss: * How the “Wolf of Wall Street” video came to be * The exact process behind producing one viral skit every 2 weeks * Why they do 1 “hero video” and 1 “lean and mean” video every month * How Tycho and Steven brainstorm and decide on ideas (and why they limit it to exactly 20min) * Criteria for picking the right people (aka employees) to feature in your videos * How much revenue & pipeline the viral videos generate * The separate process Tycho uses for his educational videos * Tycho’s rule for using/working with AI --- Connect with Tycho: Tycho’s LinkedIn: https://www.linkedin.com/in/tycholuijten/ [https://www.linkedin.com/in/tycholuijten/] Dapper: https://www.dapper.agency/ [https://www.dapper.agency/] --- Connect with Finn: LinkedIn: https://www.linkedin.com/in/finnthormeier/ [https://www.linkedin.com/in/finnthormeier/] Project 33 - LinkedIn Agency for CEOs: https://www.project33.io/ [https://www.project33.io/] --- Mentioned in the episode: Steven van Marle: https://www.linkedin.com/in/steven-van-marle-19039a242/ [https://www.linkedin.com/in/steven-van-marle-19039a242/] AuthoredUp: https://authoredup.com/ [https://authoredup.com/] Corporate Bro: https://www.instagram.com/corporate.bro/ [https://www.instagram.com/corporate.bro/] ClickUp on Instagram: https://www.instagram.com/clickup/ [https://www.instagram.com/clickup/] MyTechCEO: https://www.instagram.com/mytechceo/ [https://www.instagram.com/mytechceo/] --- Here’s their process behind producing one viral skit every 2 weeks: 1. Every two weeks, Tycho and his collegue Steven van Marle block off a 2.5h slot during the morning to brainstorm and flesh out a video idea 2. The meeting is just between Tycho and Steven, no one else 3. They usually go to a new coffee shop every time to get outside of their usual environment 4. The first thing they do is set a timer for 20min. During that time, in silence, they each brainstorm a bunch of ideas. They might come into it with some ideas in mind already, but now they need to write them down 5. After the 20min timer goes off, they each pitch each other their ideas. There’s a bit of back and forth 6. They now need to PICK an idea. That’s the one, no going back. They usually pick the one that they BOTH get excited about and where it feels like there’s an immediate back-and-forth of what could be done with it 7. Now there’s about 2 hours left in the meeting. The rest is spent on two things 8. First, writing the script. The script is everything. A good idea with a bad script is a bad video. They write it together, having rapport with the other person matters a lot 9. Second, they plan the shoot. They do two videos every month. One is a “hero video” with higher production and involvement of other people, and one is a “lean and mean” video with lower production and usually no other people involved 10. For the “lean and mean” video, which is often just recorded on a phone, they either do it right there, or they block off another 1-2h slot some time later in the week to get it done 11. For the “hero video”, they plan a proper shoot. Get a location, get other people involved and briefed, get props or costumes, etc. They make a list and an employee organizes everything. Then they block time to get the shoot done. For this type of video, they usually need to block off half a day or even a full day Here’s what they DON’T do: Wake up in the morning and hope they have a funny idea. Or go with any random idea that pops into their head. Or improvise. They block off time, they’re disciplined, they set timers, they force themselves to PICK an idea and run with it, they go through the effort of writing down the script word-for-word, the dedicate separate time to shoot and record each video Tycho has a similar process for his educational videos. He blocks off 2 hours every second Sunday to record 4 videos. He writes the scripts for those 4 videos the Saturday before. Records it with his videographer, which gives him two educational posts to schedule out every week Watch the episode for additional tips, an example script they wrote, and more. Lmk what you think! This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.executivebrand.org [https://www.executivebrand.org?utm_medium=podcast&utm_campaign=CTA_1]