GTM News Desk

The Onboarding Framework That Still Works in the Age of AI with Ramli John

What happens when you skip the "why" and go straight to the build? What does AI fatigue actually feel like from inside a product team? And why does the best user onboarding still start with a human conversation, not a vibe-coded prototype? Ramli John [https://www.linkedin.com/in/ramlijohn/], founder of DelightPath [https://www.delightpath.com/] and author of Eureka, pushes back on the ship-it-and-see mindset sweeping through B2B. He explains why reducing time-to-value too aggressively can wreck week-one retention, how friction is actually necessary for learning, and why the teams winning with AI right now are the ones going deep on one thing, not wide on twenty. Ramli also shares a first look at his upcoming book, Delightful Intelligence, and why the principles behind great onboarding haven't changed just because there's a chat box on the screen. Jump into the action: (00:00) Why AI acts like an eager intern who agrees with everything (02:37) Pew Research: More US adults concerned about AI than excited  (04:16) AI fatigue is real—news cycles, layoffs, and broken efficiency promises (08:27) The shortcut mindset AI is creating inside teams (12:24) What the best AI models look like  (17:10) Meet Ramli John, founder of DelightPath (19:59) Why great onboarding in the AI era still starts with core principles (25:32) The EUREKA framework: a cross-functional approach to onboarding (30:12) Why friction is not the enemy in user onboarding (35:00) Chat interfaces vs. MCPs: What actually reduces onboarding friction (40:44) The blank page problem and why "it can do anything" is terrible UX (43:32) How many product updates can your users actually absorb? (45:49) The right way to roll out a navigation change (49:45) Why human conversations matter more than ever in a vibe-coded world (52:16) Why Claude is beating OpenAI by playing the long game Connect with Ramli John:  https://www.linkedin.com/in/ramlijohn/ [https://www.linkedin.com/in/ramlijohn/] Check out DelightPath:  https://delightpath.com/ [https://delightpath.com/] Get Eureka: The Product Onboarding Playbook for High-Growth B2B Companies: https://www.damngravity.com/products/eureka-by-ramli-john [https://www.damngravity.com/products/eureka-by-ramli-john]  Produced in partnership with Share Your Genius:  https://shareyourgenius.com/ [https://shareyourgenius.com/] Resources: Key findings about how Americans view AI:  https://www.pewresearch.org/short-reads/2026/03/12/key-findings-about-how-americans-view-artificial-intelligence/ [https://www.pewresearch.org/short-reads/2026/03/12/key-findings-about-how-americans-view-artificial-intelligence/] The 2026 AI Index Report: https://hai.stanford.edu/ai-index/2026-ai-index-report [https://hai.stanford.edu/ai-index/2026-ai-index-report]

Redefining Pricing in the Age of AI with Roee Hartuv

How do you align your pricing strategy with customer needs while balancing complexity and simplicity? What’s the secret to designing pricing models that not only appeal to customers but also drive business growth? And how do you integrate the unique challenges of AI-driven products into your pricing structure? Roee Hartuv, [https://www.linkedin.com/in/roeehartuv/] founder of Willingness to Pay [https://www.willingnesstopay.com/], uncovers the truth about pricing and packaging in today’s rapidly evolving tech landscape. Roee explains why the old “good, better, best” model may no longer cut it and how the Jobs-to-Be-Done framework offers a more customer-centric approach. He goes into how businesses can transition to more dynamic pricing models, including credit and usage-based strategies, to meet the growing demands of AI-powered solutions. He discusses real-world examples from his work with SaaS and AI-driven companies, offering practical insights on how to keep margins healthy without sacrificing value or transparency. Roee gives us a look at how AI integration is reshaping the pricing landscape and why businesses need to rethink traditional models to avoid margin erosion. Jump into the action: (00:00) Why pricing models are more than just numbers (03:09) AI products need a new pricing strategy (14:37) What Jobs to Be Done reveals about pricing and value (15:22) The "good, better, best" model isn't enough anymore (22:39) Should AI-driven businesses always adopt value-based pricing? (23:33) How AI pricing examples are shaping future business models (24:58) How AI is challenging traditional pricing models (34:46) Pricing for enterprise and smaller customers without sacrificing simplicity (37:27) The importance of transparency in pricing (39:38) Why customer journeys are key to the right pricing structure (43:46) Roee's tips on testing and refining your pricing models Connect with Roee Hartuv: https://www.linkedin.com/in/roeehartuv/ [https://www.linkedin.com/in/roeehartuv/]  Check out: https://www.willingnesstopay.com/ [https://www.willingnesstopay.com/]  Produced in partnership with Share Your Genius: https://shareyourgenius.com/ [https://shareyourgenius.com/]

Why Your AI Outputs Are Only As Good As the Brain You Fed It with Eric Holland and Anna Furmanov

How do you build messaging that actually sticks across every team that touches it? How do you know when an "insight" is genuinely worth acting on and when it's just a pattern dressed up in a fancy word? What does it take to teach AI to think like you, not just write like a version of you? Mojo [https://www.linkedin.com/company/mojo-pmm/] Founder Eric Holland [https://www.linkedin.com/in/eric-holland-not-a-marketer/] and Messaging Whisperer Anna Furmanov [https://www.linkedin.com/in/annafurmanov/] reveal what's really broken about how B2B companies develop and distribute their messaging. They dig into why most customer research is pulled from the most biased data available and how to document your decision-making, not just your knowledge, so AI can actually replicate your judgment. They also provide answers to why chasing every new AI workflow is making most marketers worse, not faster. Eric and Anna challenge the idea that volume of insights equals quality of insights, arguing that a single finding that changes how your whole company goes to market is worth more than a hundred tagged Gong quotes. Jump into the action: (00:00) Why B2B research should make you emotional about a lip balm (00:35) What CMOs are actually talking about at conferences right now (04:40) How shame and fear became the default AI adoption strategy (08:41) The difference between AI-exhausted and AI-excited teams (12:44) Four Tendencies and what it means for AI adoption (16:31) Why B2B messaging is broken even at well-funded startups (19:14) What separates Mojo from just pointing Claude at your Notion (27:26) What good writing actually feels like and whether AI can get there (32:17) The solar plexus test and how to know when your copy is working (34:05) Why nuance and emotion are the real gap in AI writing (39:27) Why most insight tools are just pattern-matching machines (44:19) How to check if your researcher is actually any good (47:30) The danger of everyone using the same tools to find the same answers (50:01) What B2B marketing gets wrong that B2C figured out long ago (53:21) Go deep on one thing for a quarter (55:22) Why you should only build what you already know cold Connect with Eric Holland: https://www.linkedin.com/in/eric-holland-not-a-marketer/ [https://www.linkedin.com/in/eric-holland-not-a-marketer/]  Connect with Anna Furmanov: https://www.linkedin.com/in/annafurmanov/ [https://www.linkedin.com/in/annafurmanov/]  Check out: https://mojopmm.com/ [https://mojopmm.com/]  Produced in partnership with Share Your Genius: https://shareyourgenius.com/ [https://shareyourgenius.com/]

Customer Value is the Only Metric That Matters with Keith Frankel

How do you create lasting customer loyalty in a world dominated by AI and rapid change? What’s the real key to driving growth without relying on vanity metrics like NPS and adoption? What if your customer success strategy was more than just numbers?  Keith Frankel [https://www.linkedin.com/in/keithfrankel/], CEO of Totango [https://www.totango.com/], shares his bold approach to customer success and growth. He explains why traditional metrics fall short and reveals how businesses can shift from product-driven to customer-led growth. Keith delves into the concept of value-driven alignment and discusses how AI is shaping the future of customer success. The conversation also tackles a broader shift in SaaS: if AI makes product features easy to replicate, companies will need new ways to stand out. Keith believes the answer isn’t product; it’s culture and operating DNA. Jump into the action: (00:00) Intro (01:56) Why investing in building a customer community matters (04:38) Effective strategies for creating a thriving community in your business (06:10) How to "prime" your customers to take action (08:32) Shifting focus from vanity metrics like NPS to real customer ROI (12:01) Leveraging AI-driven predictive models to understand customer outcomes (16:16) Why value discovery before the sale is a must for long-term success (19:01) Rethink the over-reliance on NPS, focus on true customer value instead (28:44) Totango’s shift to focus on customer value as the North Star (39:07) Embracing a framework for sustainable business success (45:36) How historical figures can shape modern strategies Connect with Keith Frankel: https://www.linkedin.com/in/keithfrankel/ [https://www.linkedin.com/in/keithfrankel/] Totango by Keith Frankel: https://www.totango.com/ [https://www.totango.com/]  Produced in partnership with Share Your Genius: https://shareyourgenius.com/ [https://shareyourgenius.com/]

The Product Marketing x Content Marketing Playbook with Camille Trent

How do you create B2B content that actually drives results across markets and teams?  How can AI speed up content creation without stripping out the human side of marketing? What do the best marketers know about the overlap between content, product marketing, and SEO? Camille Trent [https://www.linkedin.com/in/camillehansentrent/], Content Marketing Lead at Auror [https://www.auror.co/], breaks down what it takes to build stronger B2B content in an AI-shaped world. She shares how marketers can turn transcripts, customer conversations, and internal knowledge into better campaigns, why long-form content still works when it’s sharp and well edited, and how content, product marketing, and SEO are becoming more connected than ever. Camille also digs into the balance between creativity and brand fit, arguing that great content starts with knowing your audience and creating something worth their time. Jump into the action: (00:00) How to think about YouTube Shorts for B2B marketing (05:34) What agent-ready content could mean for the future of search (08:37) Why human, thoughtful content will stand out more in the AI era (11:53) How Camille approaches content across global markets (13:32) The real difference between regional messaging and simple localization (17:00) Where AI actually helps in the content creation process (19:20) How to turn transcripts and interviews into campaign gold (22:53) Why content marketing and product marketing are blending together (30:07) Should SEO sit inside product, content, or product marketing? (33:47) Does long-form content still work in B2B? (35:22) How great marketers mine raw content for stories, sales, and product insight (36:12) Why documentation may be the next big content unlock (40:43) What content depth can tell you about buyer intent (43:17) Why the best B2B content starts with a bullseye audience (44:27) Camille’s rule for creativity: hire specialists that fit your brand Connect with Camille Trent: https://www.linkedin.com/in/camillehansentrent/ [https://www.linkedin.com/in/camillehansentrent/]  Check out: https://www.auror.co/ [https://www.auror.co/]  Produced in partnership with Share Your Genius: https://shareyourgenius.com/ [https://shareyourgenius.com/]