The B2B Marketer

AI is finding its way into almost every product marketing team. The challenge now is figuring out what it's actually good at.Writing copy is the obvious use case. Andrew Saluke is much more interested in what happens after that. How do you keep messaging current as products evolve? How do you give sales teams the right information at the right time? Where do AI agents fit into all of this?In this episode, Rob sits down with Andrew to explore how AI is changing the day-to-day work of product marketing. They also discuss why psychology still shapes good messaging, why AI still needs human judgment, and how product marketers can build workflows that actually save time.hjq8g6e8

Advertising platforms know their products better than anyone. But their recommendations don’t always line up with what you’re trying to accomplish.Gabriela Jardim has spent years in performance marketing, both agency-side and in-house. She’s seen platform reps recommend metrics and tools that didn’t necessarily serve her clients’ actual goals.In this episode, Gabriela and Rob talk about why marketers need to think critically about platform advice, how vanity metrics can pull campaigns in the wrong direction, and what she’s learned from experimenting with AI-powered advertising tools.Connect with Gabriela JardimLinkedIn: https://www.linkedin.com/in/gabrielacjardim/Marketing IRL Meetup (Halifax): https://themarketingmeetup.com/location/halifax/

It’s easy to see someone succeeding at marketing and want to copy what they’re doing. But what if they’re playing a completely different game?Angel Gonzalez, Head of Advisor Content at Snappy Kraken, has spent more than a decade in marketing and copywriting. He argues that before borrowing someone else’s tactics, marketers need to understand the business model behind them.Rob and Angel explore why an influencer’s playbook might make little sense for a B2B company, how chasing the wrong metrics can distort your definition of success, and why marketers should be careful judging campaigns when they don’t know the results.Connect with Angel Gonzalez:LinkedIn: https://www.linkedin.com/in/angeldgonzalez/Other resources Angel mentioned:Founders Podcast: https://www.founderspodcast.com/The Urethra Story: https://pbs.twimg.com/media/FI0rE_hXEAI5oWG?format=jpg&name=largeEverybody Writes by Ann Handley: https://www.amazon.com/Everybody-Writes-2nd-Go-Ridiculously/dp/B0BX7DDTWB?sr=8-1

Most early-stage startups try to build a brand.Yash Mehta built an audience instead.Seven months after launching Mettara, the AI startup had already reached $260,000 in annual recurring revenue. Much of that growth came through founder-led marketing, with Yash documenting the highs, lows, and lessons of building the company on LinkedIn instead of hiding behind a corporate voice.In this conversation, Yash explains why he believes people buy from people, how he turns everyday experiences into content, and why building trust over time matters far more than obsessing over attribution.What You'll LearnWhy Yash believes the best startups are built with the help of an entire community, not just a great founder.Why he measures customer lifetime value more closely than new customer acquisition.How founder-led marketing helped Mettara AI stand out without relying on corporate messaging.The surprisingly simple journaling habit that generates almost all of his LinkedIn content.Why consistency matters more than trying to attribute every customer to a single marketing touchpoint.Why showing the messy parts of building a company can create more trust than polished marketing ever will.About Yash MehtaYash Mehta is the co-founder of Mettara, an AI platform that helps SaaS companies improve onboarding, product adoption, customer retention, and lifetime value. Before launching the company, he spent five years working in customer success, where he saw firsthand how difficult software adoption could be for customers. Those experiences now shape both Mettara's product and his philosophy on founder-led marketing.Connect with Yash MehtaLinkedIn: linkedin.com/in/yashmettara/Mettara AI: mettara.ai/About The B2B MarketerThe B2B Marketer is a podcast featuring conversations with marketing leaders and founders about what's working in B2B today. Each episode explores the career journeys, lessons learned, and practical ideas shaping modern B2B marketing.

AI has made writing faster. It hasn't necessarily made marketing better.In this episode, Rob sits down with Hillary Gillis, Director of Strategic Accounts at Outshine, to unpack why so much AI-generated marketing feels interchangeable. Drawing on her background in journalism and copywriting, Hillary argues that the problem isn't really the technology itself, but rather how marketers are using it.The conversation explores why audiences are getting better at spotting AI-generated content, where AI genuinely adds value to the creative process, and why understanding people is becoming an even bigger competitive advantage as more companies rely on the same tools.What You'll LearnWhy AI-generated copy often sounds polished but still fails to connect.The subtle "AI tells" that are making marketing feel increasingly generic.Why creative taste has become one of the hardest skills to automate.How Hillary uses AI for research while keeping humans responsible for the ideas.Why customer language is often more valuable than product messaging.How AI has changed expectations inside marketing teams in less than two years.The Outshine AI project that shows what practical AI adoption can look like beyond content generation.Why marketers who simply publish more AI-generated content may struggle to stand out.About Hillary GillisHillary Gillis is Director of Strategic Accounts at Outshine, where she helps B2B SaaS and AI companies grow through paid media and analytics. Before moving into marketing, she studied journalism at the University of King's College and worked as a radio reporter in Halifax. Her experience across journalism, copywriting, strategy, and client management shapes the practical perspective she brings to AI and modern marketing.Connect with HillaryLinkedIn: https://www.linkedin.com/in/hillarygillis/Company: https://www.outshine.com/About The B2B MarketerThe B2B Marketer is a podcast featuring conversations with marketing leaders about what's working in B2B today. Each episode explores the career journeys, lessons learned, and practical ideas shaping modern B2B marketing.