B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success

If you had to bet on one technology that will fundamentally reshape B2B marketing in the next five years what would it be, and would it have “agentic” and “AI” in the name? Agility requires not just reacting to technological advancements like agentic AI, but proactively experimenting with them and adapting your strategies based on real-world results.  It also requires organizational buy-in and a willingness to challenge established norms. Today, we're going to talk about the rise of agentic AI and its potential to revolutionize B2B marketing, particularly in event marketing. To help me discuss this topic, I'd like to welcome, Travis Cushing, Chief Product Officer at RainFocus. About Travis Cushing   As Chief Product Officer at RainFocus, Travis Cushing brings over 20 years of experience in the events and SaaS industries, blending product strategy, customer empathy, and technical execution. With deep expertise in event technology, product-led growth, and integrated data-driven experiences, he is committed to transforming event workflows into strategic business drivers. His passion for people and experiences has built bridges between customers and development allowing RainFocus to execute and build great software.   Travis Cushing on LinkedIn: https://www.linkedin.com/in/travis-cushing/   Resources    RainFocus: https://www.rainfocus.com Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150    Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com   The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation,  they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company 

Agility requires not only adapting to change but also anticipating it. This means understanding the evolving needs of your customers and the broader market landscape, and adjusting your strategies accordingly. Today, we're going to talk about navigating the complexities of marketing in the procurement services industry, especially in times of economic uncertainty, and how mentorship plays a crucial role in developing future leaders.  To help me discuss this topic, I'd like to welcome Kathleen Pomento, CMO at ProcureAbility. Kathleen, welcome to the show!   About Kathleen Pomento    Kathleen Pomento on LinkedIn: https://www.linkedin.com/in/kathleenmarketingcmo/   Resources    ProcureAbility: https://procureability.com/ https://procureability.com/    Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150 Keep up with the latest B2B Marketing insights by following the B2B Agility Podcast: https://www.b2bagility.com Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

With customer centricity being top of mind, is the rush to automate and hyper-personalize making things better or is it making customers feel less connected to their favorite brands? Agility requires keeping the human elements of empathy and understanding visible and audible beneath growing layers of automation tools. Today we’re going to talk about how a human-centric approach to managed network and technology solutions drives loyal, long-term customer relationships. To help me discuss this topic, I’d like to welcome Jeanne Duca, Chief Marketing Officer at BCN.   About Jeanne Duca   Since joining BCN in 2016 as Vice President of Marketing, Jeanne Duca has leveraged her years of expertise in brand management and channel marketing to elevate BCN’s brand presence and market influence. Her leadership has been recognized industry-wide, most recently, as one of The Top 50 Women Leaders of Massachusetts for 2024. As CMO, she leads BCN’s marketing strategy, focusing on brand innovation, digital transformation, and delivering compelling experiences to partners and customers. “BCN is at the forefront of empowering businesses through technology,” said Ms. Duca. “I’m honored to lead our marketing efforts as we continue to elevate our brand and deliver exceptional partner and customer experiences.” Ms. Duca holds a B.S. in Advertising from the Newhouse School of Public Communications at Syracuse University.   Resources    BCN: https://www.bcn.tele https://www.bcn.tele   Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150   Keep up with the latest B2B Marketing insights by following the B2B Agility Podcast: https://www.b2bagility.com  Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

Is it possible for enterprise marketing technology to actually spark joy?  Or are we all just resigned to a future of clunky interfaces and frustrating workflows? Agility requires adaptable technology and empowered teams. It also requires a willingness to embrace new approaches and a focus on continuous improvement. Today, we're going to talk about the intersection of marketing technology, user experience, and the surprising role of joy in driving productivity and innovation.  A recent study by Sago and IVP Research Labs has revealed some fascinating insights into how modern platforms are transforming the daily lives of marketers, impacting everything from content creation to localization. To help me discuss this topic, I'd like to welcome, Dominik Angerer, CEO and Co-Founder at Storyblok.    About Dominik Angerer   A web performance specialist and perfectionist. After working for big agencies as a full stack developer he founded Storyblok. He is also an active contributor to the open source community and one of the organizers of Scriptconf and Stahlstadt.js.   Dominik Angerer on LinkedIn: https://www.linkedin.com/in/dominikangerer/    Resources    Storyblok: https://www.storyblok.com    Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150    Keep up with the latest B2B Marketing insights by following the B2B Agility Podcast: https://www.b2bagility.com   Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom  Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com 

Is your supply chain a competitive advantage, or your biggest liability waiting to be exposed? Agility requires preparing for the unpredictable, especially when your brand’s ability to deliver hinges on global events that are entirely out of your control. In a world of political unrest, regulatory change, and natural disasters, the brands that win are the ones who can pivot fast — without losing their balance. Today we’re going to talk about the crucial connection between modern supply chain strategy and brand agility. To help me discuss this topic, I’d like to welcome Salvatore Lombardo, Chief Product and Technology Officer at Coupa.   About Salvatore Lombardo   Salvatore “Salva” Lombardo is the Chief Product and Technology Officer at Coupa. Lombardo leads Coupa’s innovation roadmap and is responsible for its vision, articulation, and execution. Lombardo was previously Chief Product Officer for SAP Ariba, where he was responsible for leading its global product team, roadmap, engineering, and delivery.   Prior to that, he was Senior Vice President, Head of SAP S/4HANA Source to Pay & Order to Cash. Lombardo was instrumental in leading the development organization through SAP’s largest shift from on-premise to cloud. He harmonized and built SAP’s spend portfolio and deployed the innovation roadmap at scale. Over two decades at SAP< he held various product and development management roles across procurement, suppliers, logistics, warehouse, customer management, and custom projects. Lombardo holds a master’s degree in business informatics and administration from the University of Mannheim.   Resources    Coupa: https://www.coupa.com https://www.coupa.com    Catch the future of e-commerce at eTail Boston, August 11-14, 2025. Register now: https://bit.ly/etailboston and use code PARTNER20 for 20% off for retailers and brands Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150   Keep up with the latest B2B Marketing insights by following the B2B Agility Podcast: https://www.b2bagility.com  Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

What’s harder—building a global marketing strategy from scratch, or educating your organization on why it matters in the first place? Today’s guest has done both—twice. Sangeeta Prasad is the Chief Marketing Officer of Slalom, a global business and technology consulting firm with $3 billion in revenue and a presence in over 40 markets. With three decades of marketing experience—across brands like Procter & Gamble, American Express, and Chase—Sangeeta has spent her career not just building campaigns, but building belief in the power of marketing.   About Sangeeta Prasad Sangeeta is the Chief Marketing Officer at Slalom. She joined Slalom as its very first chief marketing officer in 2020 and now leads a global team of 160 marketers in seven countries. Leveraging Slalom’s strong industry reputation as a consulting company that helps thousands of clients, Sangeeta is building a friendly, engaging brand that reflects the success of the company’s 13,000+ employees worldwide. Her goal is to make the Slalom brand as big as its business, which is experiencing record growth. To do this, she’s transformed a company that relied on traditional marketing into one that thrives on human-based marketing. This is the second time she’s joined a company as its first CMO – also at Russell Reynolds – bringing a strong portfolio of consumer and B2B experience from P&G, Chase and American Express. She lives with a global mindset having started her career in Australia and worked and lived across Asia for years. Sangeeta is known for her courageous yet adaptable leadership style and ability to build consensus across many cultures. Most of all, her leadership style and work are anchored in Slalom’s differentiated “fiercely human” approach to client and partner relationships. Sangeeta’s sophisticated marketing expertise pivoted Slalom’s volume-based tactics into human-based marketing, which combines customer insights with a scalable, consistent methodology to promote relationships. She helped prioritize full-journey marketing and what specific clients care about, including an approach to surround Slalom’s customers around the world with personalized messaging.   Resources Slalom:  https://www.slalom.com Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150 Keep up with the latest B2B Marketing insights by following the B2B Agility Podcast: https://www.b2bagility.com  Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com  

We're seeing a fascinating paradox: while everyone's talking about AI's impact on Big Tech, it's quietly revolutionizing small businesses.  Is this a sign that SMBs are more agile and adaptable than their enterprise counterparts, or is something else at play? Agility requires not just adopting new technologies, but understanding how they fundamentally reshape your business operations, customer relationships, and even your competitive landscape.  It's about being proactive, not reactive, in the face of rapid change. Verizon’s sixth annual State of Small Business Survey - based on responses from 600 U.S. small and midsize business (SMBs) - reveals that SMBs are quickly emerging as real AI adopters, not just for marketing and chatbots, but for cybersecurity, employee retention, and customer experience (CX). Today, we're going to talk about the surprising ways that small and midsize businesses are embracing AI, and what larger enterprises can learn from their agility and innovative approaches. To help me discuss this topic, I'd like to welcome, Aparna Khurjekar, Chief Revenue Officer, Business Markets and SaaS at Verizon Business. Aparna, welcome to the show!   About Aparna Khurjekar   Aparna Khurjekar brings more than two decades' worth of experience in the telecommunications industry. As Chief Revenue Officer, Business Markets and SaaS for Verizon Business, she is responsible for the accelerating growth, revenue, go-to-market and business strategy, and helping to support mid-market wireless and wireline offerings, including Connect. She leads 6000 sales professionals, who guide customers through digitally transformed journeys with innovative managed solutions for total connectivity, communications, and collaboration. She and her Verizon team are focused on helping to accelerate the recovery of businesses throughout America leveraging the company’s portfolio of technologies and connectivity solutions—from 5G, OneTalk, VerizonConnect, Fios and more. Over the course of her 15-year tenure at Verizon, Aparna has held various leadership roles, most recently having served as SVP and President for Verizon Business Markets, and prior to that Chief Customer Officer for Verizon Consumer Group, which included guiding AI-led business transformations, omni-channel consumer experience and the digital P&l. She also brings extensive product development experience from both her work at Verizon and her previous position at Motorola Mobility, where she served as the Director of Portfolio & Technology Strategy. She holds an MS in Electrical Engineering from Temple University and a B.S. in Electronics and Telecom from Savitribai Phule Pune University.   Aparna Khurjekar on LinkedIn: https://www.linkedin.com/in/aparna-khurjekar/    Resources    Verizon Business: https://www.verizon.com/business/ https://www.verizon.com/business/     Catch the future of e-commerce at eTail Boston, August 11-14, 2025. Register now: https://bit.ly/etailboston  and use code PARTNER20 for 20% off for retailers and brands Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150    Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom  Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show  Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com   The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation,  they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

What if rebranding wasn’t just about a new logo and tagline, but about transforming an 80,000-person company’s entire culture and strategy? What if brand became one of your most valuable tools for business reinvention? Today, I’m joined by Maria Winans, Chief Marketing Officer at Kyndryl. After nearly three decades at IBM, Maria took on the monumental task of launching Kyndryl as a stand-alone brand following its spin-off. With a workforce of over 80,000 people across more than 60 markets, Maria has redefined what it means to build a world-class brand from scratch—one that’s people-centric, culture-driven, and positioned for growth.    About Maria Winans Maria B. Winans, Chief Marketing Officer at Kyndryl, is a recognized expert in data-driven marketing, brand engagement, and performance marketing. Prior to joining Kyndryl, Maria amassed an impressive 29-year career at IBM, culminating in her role as the Chief Marketing Officer for IBM Americas. In this capacity, she held overarching responsibility for all marketing professionals and activities throughout North and Latin America. Maria's tenure at IBM was marked by pivotal contributions to global marketing endeavors across diverse disciplines and business units, notably including initiatives such as Smarter Commerce and Watson. A native of Santiago, Chile, Maria serves as the executive sponsor of Kyndryl’s Hispanic Latin Community. She is a graduate of the University of North Carolina, the proud mother of two children and a certified fitness instructor.   Resources Kyndryl:  https://www.kyndryl.com    Catch the future of e-commerce at eTail Boston, August 11-14, 2025. Register now: https://bit.ly/etailboston and use code PARTNER20 for 20% off for retailers and brands Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brightest minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.b2bagility.com  Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com    

Can a brand in a highly regulated industry stand out without stepping outside the lines? Today we’re going to talk about how to create memorable brands and even new categories—within established and often highly regulated sectors like healthcare technology. To help me discuss this topic, I’d like to welcome Kristin Russel, Chief Marketing Officer at symplr.   About Kristin Russel With over 25 years of experience in marketing, I am a senior executive and entrepreneur who has scaled businesses of all sizes, from startups to multi-billion dollar companies. I am passionate about leading innovation, building brands, and generating demand in B2B markets, especially in the healthcare technology sector.  As the Chief Marketing Officer at symplr, I am responsible for all marketing functions, including product, solutions, brand, communications, operations, and business development. I leverage my expertise in positioning and launching transformational technology, developing agile and strategic marketing plans, and creating revenue channels and growth opportunities. I am also a champion of women in leadership and am listed as one of the top 110 women in MedTech by Beckers Hospital Review.   RESOURCES Symplr: https://www.symplr.com  Catch the future of e-commerce at eTail Boston, August 11-14, 2025. Register now: https://bit.ly/etailboston and use code PARTNER20 for 20% off for retailers and brands Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.b2bagility.com   Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

This episode is brought to you by Landrum Talent Solutions, a national recruiting firm specializing in marketing and HR positions.  Our guest today has been keeping us up to date with the current state of hiring for marketers on a quarterly basis, which has taken us on quite a roller coaster ride. Today we’re going to look at how marketing and communication execs are responding to the latest developments in the world while still needing to get their work done. To take a look at the latest here, I’d like to welcome back to the show Sue Keith, Corporate Vice President at Landrum Talent Solutions.    About Sue Keith Sue Keith is Corporate Vice President at Landrum Talent Solutions. With deep expertise in navigating complex labor markets, Sue has a front-row seat to the evolving dynamics of marketing roles, hiring trends, and the broader implications of AI and economic uncertainty.   RESOURCES  Landrum Talent Solutions: https://www.landrumtalentsolutions.com   Catch the future of e-commerce at eTail Boston, August 11-14, 2025. Register now: https://bit.ly/etailboston and use code PARTNER20 for 20% off for retailers and brands Online Scrum Master Summit is happening June 17-19. This 3-day virtual event is open for registration. Visit www.osms25.com and get a 25% discount off Premium All-Access Passes with the code osms25agilebrand Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com  

Everyone listening that is already in the workforce, from entry level positions to leaders has had to learn at least a little bit about AI over the last few years. But what are we teaching college students about how AI will impact their work, and more importantly, what should we be teaching them? Today we’re going to talk about helping companies scale AI across sales, marketing and operations, as well as how to make sure those about to enter the workforce are learning the right skills and mindsets from the start. To help me discuss this topic, I’d like to welcome John Munsell, CEO of Bizzuka.   RESOURCES BIzzuka: https://www.bizzuka.com Catch the future of e-commerce at eTail Boston, August 11-14, 2025. Register now: https://bit.ly/etailboston and use code PARTNER20 for 20% off for retailers and brands Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com 

Making intelligent decisions is critical for all businesses, but relying on good information is becoming more critical than relying on what worked yesterday. Today we’re going to talk about data-driven decision making in B2B marketing and sales. I’d like to welcome Kunal Mangal, Associate Director of MarTech Strategy at Verizon Business Group, who leads the Pega Decisioning platform team within their marketing technology organization. Resources The B2B Agility podcast website: https://www.b2bagility.com Sign up for The Agile Brand newsletter here: https://www.gregkihlstrom.com Get the latest news and updates on LinkedIn here: https://www.linkedin.com/showcase/b2b-agility/ Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com B2B Agility with Greg Kihlström is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company Transcript Note: this was AI-generated and lightly edited. Greg Kihlström: I had the opportunity recently to present at the B2B Marcom Summit in Reston, Virginia, and interview Kunal Mangal from Verizon Business Group, and wanted to share this conversation we had about data-driven decision-making. So I hope you enjoy. So thanks, everybody, for joining us. We’re going to talk about data-driven decision making in B2B marketing and sales. And certainly, we’ve been talking a lot today about a number of things. Certainly, data has come up in several conversations, and its importance, and whether that’s just in doing better marketing and aligning teams and doing AI better. Today we’re going to talk about how data feeds into just making better decisions in the enterprise. And I’m joined by Kunal Mangal, Associate Director of Martech Strategy at Verizon Business Group. He leads the Pega Decisioning Platform team within their marketing technology organization. So Kunal, welcome here. And why don’t you start by talking about your background and your role at Verizon Business Group. Kunal Mangal: Sure, yeah. Thanks, Craig. And thanks, everybody. I know there are a lot of sessions going on right now. So thanks for joining us. Thanks for choosing ours. Yeah, so I, by background, I started in technology and I was basically a computer programmer, mainly, you know, Java, web technologies were pretty big those days, 20 years ago. So that’s how I started in ERP software industry. Then I went back to grad school, finished my MBA, and since then it’s mostly been you know, recession was just over and all that. So everybody’s trying to squeeze value. That was a time when in financial industry a lot of regulatory changes were happening. Things were getting digitized, centralized. And they said, hey, you know data. You know some numbers and stuff. Why don’t you get into it? So then, since then, I’ve been more into like digital transformation, you know, revenue optimization. other sort of marketing problems like churn prevention and all that using data science automation. So slowly, slowly, you know, learn the ropes and did it in various domains I’ve been into in financials like, you know, online banking and payments and mortgages and all that. And then switched to telecom after moving to here, like, I think Virginia, about four years ago. And there in Verizon, my role is I’m leading what they call so-called data-driven decisioning framework. And we basically, what we try to do is create data-driven, what we call next best actions, looking at you as a customer. What is the text by section for you looking at your whole relationship your current context and all that and how do you operationalize it in various channels? B2b channels, you know where it’s digital. It’s outbound. It’s so that’s what we do and the way I mean. So basically it’s a sort of a. mix between technology, data science, and marketing. So we try to figure out where in our marketing flows can we implement more data-driven intelligence and what kind of value we can drive, and then how to design and implement it. That’s all we do. Greg Kihlström: Great, great, and so your position, your title here, you lead the Pega decisioning platform team within Verizon Business. For those a little less familiar, I’m very familiar with Pega, with a few clients, but for those a little less familiar, could you describe what is that platform and at a high level, how are you using it? Kunal Mangal: Okay. Yeah, sure. I mean, Pega is a big software company. They’ve been around for, I think, more than four or five decades, probably. So they create, they have things like CRM and business process automation softwares, but they also have this thing called, what we use is called Customer Decision Hub. What it is, it’s a portal that allows you to Implement automated decisioning strategies and it’s a fancy name for maybe recommendation so you can say so. What it does, so the main advantage here is that there’s this one portal you can bring in data from various sources. You can create business rules. You can create machine learning models. It has built-in experimentation abilities and all that. And so you can manage all that, plus your actions and stuff, your recommendations, what kind of things you want to recommend. Those things, all together, you can manage in a central, low-core type of environment. And then you could serve it into different channels of engagement platform just using standard API architecture. So in a way, I mean, you basically use one brain. To figure out how to decide on if somebody walks in, what’s the best, what’s their need, what to recommend for them. You can just decide all that in one place, and you can serve it out to different channels of engagement. So if you do it well, you’re giving a real omnichannel experience, and then you’re using feedback from what happened to my recommendations from multiple channels to further enrich your AI models. So that’s what it is. In essence, it’s nothing, I would say, There’s nothing you can do with it that you cannot do without it. It just makes it managing it, you know, it easier at scale. And I think the go-to-market is faster because, you know, there’s a low-code environment as I said, so it doesn’t take a lot of time to build new strategy or bring in new actions and stuff like that. Greg Kihlström: Yeah, because part of the challenge with a lot of this stuff is just getting the right pieces aligned, right? Because it’s not just platforms, it’s teams, it’s data, it’s all of those things. So just kind of centralizing that in one place can be really helpful. Kunal Mangal: Yeah, and plus another thing is that, I mean, in organizations like you, like Verizon, you know, we have so many channels of engagement with the customers. And if you want to implement the same logic or, you know, same sort of intelligence and multiple, you have to do it multiple times. So better do it in one place. So yeah, that’s, I mean, but you’re right. I mean, the centralization in this case helps. I mean, although I know that it’s not good for everything, but so that’s the idea, but it’s still a challenge to kind of do it right. Greg Kihlström: Yeah. So you mentioned in your experience you’ve worked with in a number of different industries. You’ve worked on the B2C side as well. What’s now working in B2B. What’s been your experience. You know what’s what’s been different from your experience. And you know what are what are you seeing there. Kunal Mangal: Yeah, I mean, I started in B2C, and to be honest, I’m not like a hardcore nuts and bolts marketer, but I kind of learn along the way. I think some ideas and some concepts, I mean, are very much similar in B2C and B2B. So, for example, we talk about, like, there was a session earlier talking about personalization. Personalization is equally important in B2B and B2C. Now it worked in different ways, I mean, but basically you’re saying, tailoring messages and offers and experiences based on data-driven insights. It gets more sophisticated actually in B2B because think about it, you’re working with multiple stakeholders within the same client organization. If I’m talking to the CTO of a company and try to pitch something versus I’m talking to the HR head, their needs are different, their perceptions are different. So how do you personalize your contacts with the customer? I think that if you learn some techniques or you know, best practices in B2C, a lot of them are equally applicable in B2B, so that’s one thing. Same thing with customer experience, I would say, in CX, you know, smooth, hassle-free experience from initial contact to making a sale, onboarding, ongoing support after that. It applies same in both, like business customers also, they want hassle-free experience. So again, if you learn something in B2C, you have to understand that’s equally interesting and important. Some of the differences I would say is content marketing, although it is there in B2C as well, but I think it gets much more sophisticated in B2B because the nurturing period is much longer in B2B. You know, you’re looking at…I’m sorry, I’m speaking from a telecom perspective probably, but, you know, I mean, new model comes in, everybody wants it, they’re just looking for the best deal. But in B2B, you know, you don’t sell stuff by exciting people. You have to show them the value, you have to understand their pain points. So I think the nurturing part, the content marketing part in B2B is something that you touch upon in B2C, but I think it gets much more sophisticated and complex in B2B. And when they talk about things like Gen AI and all that, so I see a lot of that, a lot of people trying to figure that out. Greg Kihlström: Yeah. And so a lot more time spent in the journey and a lot more potentially decisions and hurdles to get through in the process. Ku

Agility today means adapting your marketing playbook at the speed of AI—experimenting fast, learning faster, and never assuming yesterday’s tech advantage still applies. Today we’re going to talk about how B2B marketers should be thinking about AI in the months ahead—and how to know if you’re already behind. To help me discuss this, I’d like to welcome Victoria Blackwell, Sr. Program Manager of Research Insights at G2.   About Victoria Blackwell Victoria Blackwell is a Sr. Program Manager for Research Insights at G2, specializing in marketing and digital advertising software. She brings a strategic mindset, analytical depth, and a strong track record of cross-functional leadership to the B2B tech space. Victoria began her career on Capitol Hill before transitioning into the private sector, where she developed expertise in program management and stakeholder engagement. Her journey took her through high-growth B2C startups and global app platforms in Chicago and London, where she led innovative brand and marketing initiatives. Today, she leverages her cross-industry experience to deliver strategic insights and thought leadership that help shape the future of marketing technology.   RESOURCES  G2: https://www.g2.com https://www.g2.com   Catch the future of e-commerce at eTail Boston, August 11-14, 2025. Register now: https://bit.ly/etailboston and use code PARTNER20 for 20% off for retailers and brands Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150 Keep up with the latest B2B Marketing insights by following the B2B Agility Podcast: https://www.b2bagility.com  Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com  

We aired this episode a little while ago but wanted to share it again because we think there are some great insights for B2B marketers within it. Today we’re going to talk about using personalization to create more engaging and inspiring stories for B2B brands. To help me discuss this topic, I’d like to welcome Tiffany Grinstead, Vice President – Personal Lines Marketing at Nationwide Insurance. About Tiffany Grinstead Tiffany Grinstead serves as vice president of personal lines marketing for Nationwide. She is responsible for driving segmentation, marketing strategy and promotion for auto, homeowners, RV, boat, renters, condo, umbrella and powersports insurance across independent agencies, partners, members and direct-to-consumer. She previously served as vice president of agency marketing for Nationwide Property Casualty, where she was responsible for independent agency and regional marketing across personal lines, commercial lines and ag, as well as Nationwide National Partners. Prior to that, she was vice president of marketing for Nationwide Financial, Individual Products and Solutions (IPS) including life insurance and annuities, Nationwide Financial Network and Nationwide Business Solutions Group. She also served as vice president for Nationwide Investment Management Group marketing and was previously associate vice president for Nationwide Financial Network and Nationwide Financial Life Insurance marketing, associate vice president of private sector retirement plans marketing for Nationwide Financial and led Organizational Communications for Nationwide. Grinstead has more than 20 years of experience in marketing, brand, distribution strategy, communications, leadership and solutions development. She is a Registered Corporate Coach and a graduate of The Ohio State University. She was recognized by Columbus Business First Magazine as a Top 40 Under 40, was finalist for a 2016 CMO Club Award and was commended by the international group Women in Marketing in 2018 in the Best Leader in Marketing- Brand category. She is passionate about public education and programs to reduce the impact of poverty. She is an active volunteer with Columbus City Schools and a board member for I Know I Can, a college access non-profit. She currently resides in Columbus, Ohio with her husband and children. Resources Nationwide Insurance: https://www.nationwide.com  The B2B Agility podcast website: https://agilebrandguide.com/latest-podcasts/b2bagility/ Get the latest news and updates on LinkedIn here: https://www.linkedin.com/showcase/b2b-agility/ Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

How does a B2B brand maintain speed and agility in the area of UX design, where it has often taken a considerable amount of time, effort, and testing to get to a better result?  Today we’re going to talk about using AI strategically in UX research, design, and testing. To help me discuss this topic, I’d like to welcome Jason Bowman, Executive Director of User Experience at The Office of Experience.    About Jason Bowman Jason leads OX as the Executive Director of UX, bringing over 20+ years of meaningful UX and design experience to the firm, overseeing and managing Content Strategy, UX and Business Analyst teams. Jason has a true talent for guiding projects to successful launches as quickly and efficiently as possible. With strong collaboration skills and attention to detail, he is always looking for the right thing in order to create a better experience for users, clients, and teams. His expansive experience includes multinational, multilingual intranets, startups, marquee consumer brands, global agencies, mobile apps, and more. Notable client work includes Patagonia, Groupon, Samsung, Boston Consulting Group, Sitka Gear, Goop, American Medical Association, and more.   RESOURCES  The Office of Experience: https://www.officeofexperience.com https://www.officeofexperience.com   This episode is brought to you by The Office of Experience, a design-driven, digital-first, vertically integrated and collaborative agency that believes in the power of ideas and the strength of people.   Catch the future of e-commerce at eTail Boston, August 11-14, 2025. Register now: https://bit.ly/etailboston and use code PARTNER20 for 20% off for retailers and brands Online Scrum Master Summit is happening June 17-19. This 3-day virtual event is open for registration. Visit www.osms25.com and get a 25% discount off Premium All-Access Passes with the code osms25agilebrand Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com  

Customer onboarding is often where good intentions often end up with less-than-stellar execution. Delays, confusion, and misalignment derail even the most promising new relationships. Why is onboarding still broken in so many organizations, and how is AI finally changing that? Today I’m joined by Srikrishnan Ganesan, Co-Founder and CEO of Rocketlane, a platform that’s redefining customer onboarding and project delivery.   From AI-driven tools to cross-functional collaboration, Rocketlane is helping teams implement faster, operate smarter, and retain customers better. Srikrishnan’s here to talk about the future of onboarding, operations, and the role of technology in scaling both customer satisfaction and internal success.   Resources Rocketlane: https://www.rocketlane.com  Catch the future of e-commerce at eTail Boston, August 11-14, 2025. Register now: https://bit.ly/etailboston and use code PARTNER20 for 20% off for retailers and brands Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

We aired this episode a little while ago, but thought it had some amazing insights we thought were worth sharing again. Today we’re going to talk about building a change maker culture and how you can help your teams to thrive among change, instead of being disrupted by it. To help me discuss this topic, I’d like to welcome Steve Blum, Chief Operating Officer of Autodesk. About Steve Blum As Autodesk’s Chief Operating Officer, Steve oversees the teams responsible for sales, marketing, customer success, digital platforms, and customer experience. Together, these teams create and provide high-impact experiences for customers. Their aim is to help people achieve their business outcomes using design and make technologies. Steve believes in having an “expect to win” attitude. It’s a mindset built around confidence, determination, focus and perseverance. Steve guides his teams to have a vision of the customer’s success, a game plan to achieve it, and the drive to make it happen. He also believes no one accomplishes great things by working alone. It takes a great team. He has experienced this firsthand in his 30-year career in technology. Since joining Autodesk in 2003, Steve has led the field organization through the company’s business model transition, introduced Named Account programs worldwide, implemented a new partner channel framework, and established the company’s first Customer Success organization. Prior to Autodesk, Steve held leadership positions with Parago, Inc, Mentor Graphics, Advanced Micro Devices and NCR Corporation. Steve holds a Bachelor of Science degree in electrical engineering from the University of Florida, and he started his professional life as an engineer. He earned a patent for developing a testing technique to evaluate undershoot and overshoot resistances in programmable logic devices. Steve is usually on the road more than in his office and home in Texas. But he always makes time for family, even if it means getting on another plane with his wife to see his kids. His two adult children have started their careers and now seek out dad for advice. Steve loves hearing about their experiences, getting their insights as young professionals, and seeing them learn and grow. Resources Autodesk website: https://www.autodesk.com The B2B Agility podcast website: https://agilebrandguide.com/latest-podcasts/b2bagility/ Get the latest news and updates on LinkedIn here: https://www.linkedin.com/showcase/b2b-agility/ Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

When your site is technically "up" but takes too long to load, customers don’t care—it might as well be down. Why is “slow” the new “down”, and how is that reshaping the way organizations think about digital experience? Today I’m joined by Gerardo Dada, Chief Marketing Officer at Catchpoint, a leader in digital experience monitoring. Gerardo recently helped launch the 2025 SRE Report, which delivers some surprising insights—most notably, that 53% of organizations now view poor performance as just as damaging as actual downtime. Catchpoint is also leading innovation in observability with tools like their new AI-powered Internet Outage Map, and Gerardo’s here to talk about what it all means for digital-first organizations. Resources Catchpoint: https://www.catchpoint.com  Catch the future of e-commerce at eTail Boston, August 11-14, 2025. Register now: https://bit.ly/etailboston and use code PARTNER20 for 20% off for retailers and brands Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com 

Most brands invest heavily in content creation, but how much of that content actually reaches global audiences in a way that feels authentic? With 94% of B2B buyers saying they are more likely to engage with leadership and conference videos in their local language, companies are missing a massive opportunity. How can AI-powered video localization remove barriers, preserve cultural nuance, and make video content truly global? Joining me today is Guy Piekarz, CEO of Panjaya, a company revolutionizing video localization with AI-driven deep-real technology that provides seamless lip-syncing and natural dubbing across multiple languages. Panjaya is already working with global leaders like TED and JFrog, helping brands expand their international reach. Guy’s journey includes time at Apple and founding Matcha, where he saw firsthand the inefficiencies in traditional video dubbing and closed captioning—processes that are often slow, expensive, and produce subpar results. RESOURCES Panjaya: https://www.panjaya.ai/  Catch the future of e-commerce at eTail Boston, August 11-14, 2025. Register now: https://bit.ly/etailboston and use code PARTNER20 for 20% off for retailers and brands Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com 

How do you take a business from a basement office in Queens to a $25 million company—without losing the personal touch that made it special in the first place? Joining us today is Fred Meyers, President and Founder of Queensboro, a company that has revolutionized the custom logo apparel industry. Fred spotted a market gap while doing laundry in his college dorm room, long before e-commerce, fax machines, or even 1-800 numbers were mainstream. What started as a small side project in the late 1970s has grown into a thriving business with over 125 employees, helping small businesses across America build their brands through high-quality custom apparel. About Fred Meyers Fred Meyers is the founder of Queensboro, a company he started in the late 1970s that revolutionized the custom logo apparel industry. Before the existence of fax machines or 800 numbers, Fred identified a market gap in the premium polo shirt space dominated by brands like Lacoste and Ralph Lauren. Through determination and innovation, he built a supply chain from scratch, transforming a college dorm room operation into a multi-million dollar company that has sustained growth for over 45 years. Today, Queensboro serves major clients like Costco, Burger King, and Pepsi, while maintaining its commitment to helping small businesses build their brands through custom apparel. Resources Queensboro website: https://www.queensboro.com The B2B Agility podcast website: https://www.b2bagility.com Sign up for The Agile Brand newsletter here: https://www.gregkihlstrom.com Get the latest news and updates on LinkedIn here: https://www.linkedin.com/showcase/b2b-agility/ Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com