OnBase: Smashing Sales and Marketing Misalignments

Episode Summary Tune in as host Paul Gibson sits down with Matthew Creswick, Chief Marketing Officer at Huble Digital, to explore the 95-5 marketing strategy. This insightful episode dives into balancing long-term brand building with capturing in-market demand, the evolving buyer landscape, the role of AI, and how intent data is changing the game for B2B marketers. Whether you’re a seasoned pro or new to the field, this episode offers actionable advice and fresh perspectives on marketing strategy. About the Guest Matthew Creswick is an experienced marketing and business leader with over ten years of experience in the HubSpot industry. He has held senior roles, including Regional Managing Director, Chief Marketing Officer, and Chief Product Officer, and has worked across Europe and Southeast Asia. A certified HubSpot trainer with a Bachelor’s degree in Business Management with Marketing, Matthew has been featured in Content Grip, the Huble Blog, and HubSpot.com. He is also a member of the CMO club in Exit Five and was recognized as an AMCHAM NextGen 2020 Leader. An active speaker and host, Matthew has presented at GWI Live and hosted multiple GWI virtual events. Beyond work, he enjoys football, golf, technology, and traveling the world. Website: https://huble.com/ [https://huble.com/] Connect with Matthew [https://www.linkedin.com/in/matthewcreswick/] Key Takeaways - Understanding the 95-5 Framework:  Focus on being memorable to the 95% not currently buying while effectively converting the 5% in-market. - Modern Buying Behaviors:  Buyers prefer independence and typically resist traditional funnel tactics like forms and cold calls. - Power of Intent Data:  Leveraging tools like Demandbase empowers marketers to identify accounts actively searching for solutions. - Building a Memorable Brand:  Investing in brand equity ensures customers recall you when they’re ready to buy. - AI’s Role:  AI enables scalable personalization, like crafting one-to-one tailored content and identifying actionable insights. Quotes "Brand isn’t just for billion-dollar companies with Super Bowl ads. It’s the asset that keeps your pipeline alive even when your ad budget dries up.” Recommended Resource Books:  - Shoe Dog: A Memoir by the Creator of NIKE [https://www.amazon.com/Shoe-Dog-Memoir-Creator-NIKE/dp/1471146723/ref=tmm_pap_swatch_0?_encoding=UTF8&dib_tag=se&dib=eyJ2IjoiMSJ9.A4wzRBO7Y_Ap2zQqibuzvveyAAYH5Twf_Jcz5zyGUEbrzg3CxpfWj3x4pXQE7Kya2vW_J-QixZUtJ0xg91aLxPYFb7nb_gdrohDTRb5EN9X0xsff6vJWWISTFH5_zxulDD5zZsJa4Wybx81kvg00iy8RI3aFLO3Cn4JzkKwH5vKmXrv4bQ5o6qry51EXSFYrm__Ky29miq_Taotf08ShzJSqKcUzWUE7Ggj5ZDBf5ss.VgCJdXUUxdETJzGe5ALnqI_5zIngI74xugVktrFPwCU&qid=1744309975&sr=1-1]  by Phil Knight. - Purple Cow: Transform Your Business by Being Remarkable [https://www.amazon.com/Purple-Cow-Transform-Business-Remarkable/dp/014101640X/ref=tmm_pap_swatch_0?_encoding=UTF8&dib_tag=se&dib=eyJ2IjoiMSJ9.RsZV8Fsuk7W17CCPA6ua7WxALJ1oCsfe7_pzgRvVUMiM_k71wncePFtiBzb0teH4iB_d3eLfbWcBvHGOLdiRX0teUzUY_gLe6QHMHmuyAMFUm0WNNU9RsKnELFVkfa3QNbaZdSudefX4_XAdZ_QyQVIE6xbztb8IilTB71NDK7H0uVYpET647VwF4H55A-SWz1O_ogn-rBazen_Td_MytSjrXA3Kk6dFMrik172hx6A.UAzLjZb5BP5BkV_QMupJlBAUOzkpVP-lzNQuNcs9XME&qid=1744310074&sr=1-1] by Seth Godin Newsletters: - Exit Five [https://www.exitfive.com/newsletter] by Dave Gerhardt. - Newsletter [https://www.kieranflanagan.io/]by Kieran Flanagan from HubSpot. Shout-Outs - Gary Vaynerchuk [https://www.linkedin.com/in/garyvaynerchuk/] - Chairman – VaynerX, CEO – VaynerMedia, Creator – VeeFriends - Seth Godin [https://www.linkedin.com/in/sethgodin/] - Founding editor of the Carbon Almanac, blogger and entrepreneur. - Dharmesh Shah [https://www.linkedin.com/in/dharmesh/] - UK & Ireland Country Director, Present Technologies - Kieran Flanagan [https://www.linkedin.com/in/kieranjflanagan/] - Marketing (CMO, SVP) | All things AI | Sequoia Scout | Advisor - Dave Gerhardt [https://www.linkedin.com/in/davegerhardt/] - Founder, Exit Five

Episode Summary This episode explores how SaaS companies can create competitive moats through strong brands and authentic communities. Margaret Kelsey shares her expertise on why technology alone isn’t a moat in today’s landscape and how :: community, customer relationships, and values can differentiate brands for long-term success. The conversation also dives into the role of generative AI in marketing, actionable steps to build genuine customer connections, and strategies for amplifying brand stories across channels. About the Guest Margaret Kelsey is a CMO, marketing advisor, artist, and podcast host dedicated to creating shared languages that provide clarity, direction, and personal satisfaction. In her professional life, she develops effective go-to-market strategies, emphasizing the importance of aligning internal teams with their target audiences. Her artistic endeavors delve into the exploration of subconscious shared languages to create a human connection. Margaret also co-hosts a podcast (Don't Say Content) where the conversations center around creating shared languages within the workplace. Website: https://www.kodaris.com/ [https://www.kodaris.com/] Connect with Margaret [https://www.linkedin.com/in/margaret-kelsey-104abba/] Key Takeaways - Technology is No Longer a Moat Rapid innovation and the influence of AI mean competitors can replicate products quickly. Building moats today requires strong brands and loyal communities. - The Flywheel of Brand, Culture, and Community Companies succeed when their internal values align with their external brand and customer values, creating a "magnetic alignment" for differentiation. - Leverage Generative AI Thoughtfully Use micro, proprietary data lakes to train AI tools, ensuring authenticity and avoiding the risks of public LLM (Large Language Model) contamination. - Start with Customer Conversations One of the simplest and most effective steps to building community is engaging directly with your happiest, most loyal customers in casual virtual or in-person settings. - Experiment and Monitor Channels Even in saturated channels, consistent experimentation helps uncover formats and content types that resonate with your audience. Quotes "You inherit credibility by bringing customers together and forming connections they value. That builds trust your brand can benefit from." Tech Recommendations - Riverside [https://riverside.fm/] - A versatile platform for recording high-quality podcasts and interviews. Recommended Resource Books: - Radical Candor [https://www.amazon.com/Radical-Candor-Kim-Scott/dp/1250103517/ref=tmm_pap_swatch_0] by Kim Scott - Be a Kick-Ass Boss Without Losing Your Humanity - The Let Them Theory [https://www.amazon.com/Let-Them-Theory-Life-Changing-Millions/dp/1401971369/ref=tmm_hrd_swatch_0] by Mel Robbins - A Life-Changing Tool That Millions of People Can't Stop Talking About

Episode Summary In this special in-person episode of OnBase, host Chris Moody joins Davis Potter live from Austin, Texas, for a candid deep-dive into the evolution of account-based marketing. Davis draws on his experience across enterprise giants and nimble startups to unpack the real differences between demand gen and ABM—and why most companies are stuck in the middle. Together, they dissect the pitfalls of outdated ABM models, the importance of unifying go-to-market teams, and the need for signal-based measurement over legacy lead scoring. Davis explains the “account-based arrow,” ForgeX’s new data model, and shares practical tips for aligning product marketing with ABM functions for retention and growth. Whether you're a team of one or leading a global strategy, this episode is packed with insights you can act on immediately. Key Takeaways * ABM vs. Demand Gen: True ABM is more than just targeted demand generation; it requires a unified approach across sales and marketing.   * Strategic ABM Implementation: Organizations should tailor their ABM strategy to their specific needs, considering factors like deal size and resources.   * Measurement and Reporting: Effective ABM measurement involves tracking various metrics, including account engagement and pipeline progression, and requires a unified data model.   * Cross-Functional Alignment: Alignment between ABM teams and other functions, such as product marketing, is crucial for success.   * Evolving ABM: ABM is not static; it requires continuous evolution and adaptation to changing market dynamics and organizational needs.  Quotes “If you're just building lists off third-party intent and running ads, you're not doing ABM—you’re just doing better DemandGen.” “Product marketing is not optional in an ABM strategy—it’s foundational. They understand the customer better than anyone.” Best Moments  * 00:09-00:20 – Davis Potter's background and journey to 4Gex.   * 04:45-05:00 – The importance of aligning go-to-market strategy with business goals.   * 06:29-07:00 – Transitioning from demand generation to account-based marketing.   * 10:50-12:00 – The double funnel approach to measuring ABM success.   * 25:30-26:00 – The challenges of ABM benchmarks and data interpretation.   * * 33:00-34:00 – The critical role of product marketing in ABM. Recommended resources: Newsletter: * * ⁠ABM Tactics LinkedIn newsletter⁠ [https://www.linkedin.com/newsletters/abm-tactics-6996500725086240768/] – Tactical, real-world GTM advice from the trenches Certifications: * * ⁠New ABM Certification Program⁠ [https://www.demandbase.com/resources/abm-certification/] by Demandbase in Partnership with ForgeX B2B Leaders to follow * ⁠Akriti Gupta⁠ [https://www.linkedin.com/in/akritig/], Director of Marketing at LinkedIn   * ⁠Désirée Daniels⁠ [https://www.linkedin.com/in/desireeldaniels/], Retail Industry & ABM Marketing at LinkedIn About the Guest Davis Potter is the Co-Founder of ForgeX, a firm dedicated to modernizing account-based go-to-market strategies through research-backed insights and scalable methodologies. With experience launching ABM programs at organizations like Google Cloud and Scale AI, Davis brings a rare blend of enterprise sophistication and startup agility. His unique journey—spanning billion-dollar enterprises and high-growth tech companies—has equipped him with a comprehensive view of ABM’s past, present, and future. Davis is passionate about aligning sales, marketing, and product teams around unified goals and measurement systems. He frequently speaks on evolving ABM frameworks, first-party data strategies, and the shift from vanity metrics to actionable signals. Davis also co-leads the ForgeX and Demandbase certification program, shaping the next generation of account-based marketers.⁠Connect with Davis⁠ [https://www.linkedin.com/in/davispotter62/].

Episode Summary In this episode of OnBase, host Paul Gibson welcomes Hannah Ajikawo for a deeply insightful conversation on building strong go-to-market foundations and how AI is reshaping the future of sales execution. Hannah reflects on her career journey and the moment she realized that many teams don’t truly understand strategy. She outlines the importance of focusing GTM energy on where businesses win most, shares her “go-to-market building blocks” framework, and explains how AI can enhance precision across the buyer journey—from awareness to pricing strategy. Whether you're leading a sales team, rolling out new tech, or trying to scale confidently, this episode is full of practical wisdom. Quotes “If you really sit down, remove ego, and look at the data—you’ll find where you win. Focus there. That’s the cheat code.” Best Moments  * * (00:53) – Hannah Ajikawa's career journey and the founding of Revenue Funnel.   * * (02:51)-04:39 – The importance of GTM fundamentals and addressing underperforming teams.   * * (05:54) – How repositioning and focus transformed pipeline generation for a B2B tech company.   * * (10:00) – AI's influence on GTM strategies and sales processes.   * * (12:22) – Areas of GTM most primed to benefit from AI integration.   * * (16:19) – Actionable advice for strengthening GTM foundations.   * (22:46) – How AI is changing account-based go-to-market approaches. Tech Recommendations * Demandbase – For GTM prioritization and signal intelligence. * Sybill.ai [http://sybill.ai] – AI-powered call analysis and coaching. * Twain.ai [http://twain.ai] – Tailored messaging and engagement optimization. * SimpleTalk.ai [http://simpletalk.ai] – Conversational AI for real-time needs handling. Resource Recommendations Podcasts * The Founders Podcast [https://open.spotify.com/show/7txiovdzPARhjm18NwMUYj?si=99f8c4ed10fa4114] * Diary of a CEO (Stephen Bartlett) [https://open.spotify.com/show/7iQXmUT7XGuZSzAMjoNWlX?si=edd10d2e69ea45ec] Newsletters * Substack [https://substack.com/home] (for AI newsletters) Blogs * Gates Notes [https://www.gatesnotes.com/]- Bill Gates' blog     * Daniel Priestley's [https://danielpriestley.com/] content  B2B Leaders to follow * Jen Allen-Knuth [https://www.linkedin.com/in/demandjen1/], Founder, DemandJen * Lisa Kelly [https://www.linkedin.com/in/kellylisa/], Founder and CEO, Radical Results * Barry Flaherty [https://www.linkedin.com/in/barryflaherty/], GTM Leader About the Guest Hannah Ajikawo is an award-winning go-to-market consultant and founder of Revenue Funnel, helping B2B scale-ups unlock growth and optimize their revenue engines. With 16+ years of experience, Hannah has been recognised as a LinkedIn Top Voice, LinkedIn Sales Insider, Salesforce Influencer, and one of the 100 Most Powerful Women in Sales by Demandbase. She is also a HubSpot Modern Sales Leader and a global expert in aligning sales processes with modern buyer journeys to drive sustainable growth. Connect with Hannah [https://www.linkedin.com/in/hannah-ajikawo/].

Episode summary: In this episode of OnBase, host Chris Moody sits down with Trent Talbert to dissect the 2025 B2B marketing landscape—from evolving ABM strategies to the real reason high-growth companies are struggling despite bigger budgets. Trent shares insights from the newly released AMP25 survey and offers sharp, data-backed guidance on where modern marketers should double down and what they should ditch. You’ll hear why personalization is still broken in most orgs, how bold messaging can break through the noise, and why “do more with less” is a dangerous myth. Packed with practical wisdom and a few mic-drop moments, this episode is a must-listen for any B2B marketer looking to elevate their strategy this year. Key Takeaways * Optimism in Goals: A significant majority (80%) of B2B tech marketers are optimistic about achieving their goals this year.   * Growth Challenges: Faster-growing companies often face more challenges, requiring a broader approach to marketing.   * ABM and Personalization: Organizational silos can hinder effective ABM and personalization. Emerging brands have an advantage in implementing these strategies due to their lack of legacy systems.   * Standing Out: Brands can capture attention through bold, creative, and emotionally resonant messaging that balances rational appeals.   * Customer Focus: There's a growing emphasis on customer loyalty, lifetime value, and downstream engagement, including onboarding and renewals.   * Budget Trends: Most budgets are flat or increasing, but companies are urged to choose either a cost-reduction or growth strategy.   * Tactic Stability: The top six marketing tactics have remained consistent, highlighting the importance of executing fundamentals well and creating a coherent customer experience across channels.  Best Moments  * (00:35) - Trent Talbert's career journey in B2B tech.   * (02:39) - The relationship between growth and marketing challenges.   * (03:54) - Obstacles to fully leveraging ABM and personalization.   * (06:51) - Strategies for brands to stand out.   * (10:05) - Budget trends and strategic recommendations.   * (14:05) - The importance of strategic focus.   * (16:54) - Recommended tools in the intent and personalization space.   * (18:05) - Trent's favorite reads and the importance of brand building. Tech Recommendations * Demandbase – ABM + intent tools * Mutiny – Website personalization Books: * The Four Conversations [https://www.amazon.com/Four-Conversations-Model-Selling-Expertise/dp/B0DCCZL2D7/ref=sr_1_1?crid=309K73L7Y80BX&dib=eyJ2IjoiMSJ9.YnYIMZfcw2rFHWPitksZxazAXO36UZXZlmyEcIytDWwqlSCjcvi-qjspr0Fp7TPa0kp_weY7aMk6hEN_IhlpEWGl0ObBWlQ1-C86fq-Q5KbUHXzeAHIvua6i0ncuF6NXdR_QFjx9AMd0g1ljeG-idMLy-0eT83IEJcp_OYHUG8MsB8vYBaKrjkrKZdqORVtPmogqP1cTgFpVaQbuOiV0Hhkb6YcC3uXgMAaaO0JiOiI.7c3dv67C6DPNXgy0qbuM8DKs_HLz--DuLOZsWig5iE8&dib_tag=se&keywords=the+four+conversations&qid=1745425868&sprefix=the+four+conversation%2Caps%2C441&sr=8-1] by Blair Enns Podcasts: * Two Bobs Podcast [https://open.spotify.com/show/5g4kMBqrmyhPLZ2OTt1emd?si=7b3628fab73247ad] with Blair Enns & David C. Baker Reports: * April Six Marketing Pulse 2025 [https://www.aprilsix.com/amp25/] * Blair Enns [https://www.linkedin.com/in/blairenns/], Founder, Win Without Pitching * April Dunford [https://www.linkedin.com/in/aprildunford/], Founder, Ambient Strategy, and positioning expert for tech companies * Bob Wright [https://www.linkedin.com/in/findurtruegenius/], Founder, Firebrick * Anna Powell, RevOps influencer in the B2B space About the guest: Trent Talbert is a seasoned professional with a strong background in strategy and account management. At April Six, Trent currently holds the position of Head of Strategy for North America. Prior to this role, Trent worked at Doremus as an Account Supervisor, gaining experience in various account executive roles. Trent has also worked in advertising and PR, further showcasing their diverse skill set. With a BS in Business-Marketing from the University of Missouri Trulaske College of Business, Trent is well-equipped to handle the challenges of their dynamic roles in the industry. Connect with Trent [https://www.linkedin.com/in/trenttalbert/].