The RevRoom

In this final episode of 2025, we bring you a compilation of the best, most actionable advice from B2B marketing leaders on how to build a new marketing playbook for a complex buying environment. Stop chasing MQLs and the "badge of busyness." Learn the strategic shifts necessary for real growth, covering everything from campaign planning and MarTech to AI and fighting for your budget. Ep...

Most marketing leaders inherit chaos and respond by adding more: more people, more tech, more campaigns. Douglas Nelson did the opposite—and grew originated revenue contribution to over 30% with an overall marketing  influence of 58% of all new ARR in three years.   As Chief Marketing Officer at ExtensisHR, Doug was handed a rare gift: leadership said "build the marketing structure we need to...

Marketing leaders are caught in a perfect storm: shrinking budgets, rising expectations, and an avalanche of AI promises. Everyone's talking about AI transformation, but few are clear on where it actually belongs in their marketing strategy. In this episode, we sit down with Brian Schmid fresh from MAICON, the premier AI conference for marketers, to cut through the noise. Brian shares what&#39...

Overview : B2B marketing has fundamentally changed, but most teams are still stuck playing "spray and pray" with their content strategy. While everyone's talking about AI writing tools, the companies actually winning are building systematic content workflows that respond to buyer signals, not marketing calendars. In this episode, we go deep with practitioners who've cracked the c...

Overview : Marketing planning season is here, and most teams are about to repeat the same frustrating cycle: waiting for sales numbers that never come, getting vague revenue targets without context, and building campaign plans that look suspiciously like last year's with inflated numbers. But what if there was a better way? In this episode, Rachel and Danielle break down how marketing teams ca...

The traditional event playbook is dead – host a webinar, collect MQLs, pass to sales, celebrate pipeline. Today's successful events serve as relationship accelerators and community builders that extend far beyond the initial touchpoint. Event strategy expert Andrea Rutherford shares real-world insights on transforming events from one-off lead generation tactics into sustainable revenue engines...

In this episode of The RevRoom, we explore how field marketing creates irreplaceable human connections that demonstrably drive revenue in today's B2B landscape. Our guests share their contrasting but complementary approaches to field marketing, revealing how they've balanced strategic objectives with sales partnerships through practical frameworks like the "Field Marketing Menu"...

In this episode of The RevRoom, we sit down with Julie Wiethop from Ocrolus to explore how direct mail is making a powerful comeback in B2B marketing—not as a nostalgic throwback, but as a strategic revenue driver. Julie shares how her team achieves impressive ROI from direct mail campaigns with a modest annual budget, proving that you don't need massive resources to see meaningful results. We...

In this episode of The RevRoom, we explore how B2B marketers can move beyond traditional channels to embrace video as a powerful relationship-building tool. Our guest, Ademola Adelakun from A2 Media, debunks common misconceptions about video marketing being too expensive, time-consuming, or difficult to measure. Through practical examples and firsthand experience, we'll discover how batch reco...

This episode of The RevRoom explores how B2B companies can successfully implement influencer marketing strategies, featuring insights from Madhav Bhandari of Storylane. The conversation traces Storylane's journey from complete beginners to running a successful B2B influencer program generating 700K monthly impressions. We unpack the challenges of building an influencer program without an establish...

This episode tackles the fundamental problems with traditional MQL-based marketing approaches and presents a new framework for measuring marketing effectiveness that better aligns with actual buyer behavior. Industry experts Kerry Cunningham (6sense) and Kathy Macchi (Inverta) join host Rachel Bryant to share insights on why the shift to account-based metrics is critical for modern B2B marketing s...

Most B2B marketing budgets are flat or shrinking, forcing teams to make tough decisions about where to invest. This episode challenges conventional thinking by arguing that creative excellence isn't a luxury line item but a strategic necessity. Through the lens of Inverta's partnership with creative agency Fenwick, we'll explore how thoughtful, problem-focused creative can transform ma...

In this episode of The RevRoom, host Rachel Bryant speaks with David Coates and Ivonne Smith from Forter about their innovative approach to combining customer advocacy with account-based marketing. They share how their strategic partnership between teams has created a powerful growth engine that drives larger deals, faster closings, and creates a flywheel of customer advocates eager to help win ne...

 In this episode of The RevRoom, host Rachel Bryant welcomes back Brian Schmid, Inverta's AI Practice Lead, to discuss how AI is transforming B2B marketing in 2025. Building on their October 2024 conversation, they'll explore how AI tools have evolved, share practical implementation strategies from Inverta's own experience, and provide actionable guidance for marketing leaders. The discussion will...

Marketing teams face unprecedented challenges in 2025, from shifting buyer behaviors to resource constraints. In this episode of The RevRoom, host Rachel Bryant welcomes marketing leader and founder Lindsay Tjepkema to explore how the BRAVE framework can transform marketing effectiveness at every level. From building relationships at scale to making values-driven decisions, discover practical appr...

In this RevRoom episode, Kelly Santos of Intelex Technologies shares how strategic campaign planning transformed her marketing team from creating disconnected content pieces to developing integrated, buyer-aligned campaigns. She reveals how this process not only improved marketing outcomes but strengthened team dynamics by establishing clear roles and shared goals. Kelly's journey demonstrates...

Part 2 of 2: In this episode of the RevRoom, we explore the revolutionary shift from Marketing Qualified Leads (MQLs) to Marketing Qualified Accounts (MQAs) and buying groups with Jeremy Schwartz from Palo Alto Networks. Jeremy shares his team's journey in transforming their marketing approach, breaking down traditional silos, and achieving measurable improvements in pipeline and revenue generatio...

Part 1 of 2 In this episode of the RevRoom, we explore the revolutionary shift from Marketing Qualified Leads (MQLs) to Marketing Qualified Accounts (MQAs) and buying groups with Jeremy Schwartz from Palo Alto Networks. Jeremy shares his team's journey in transforming their marketing approach, breaking down traditional silos, and achieving measurable improvements in pipeline and revenue generation...

In this episode of The RevRoom, we explore how customer marketing has transformed from a traditional advocacy function into a critical revenue-driving component of modern B2B organizations. Our guest shares real-world insights on building effective partnerships between marketing and customer success teams, leveraging data for better customer outcomes, and scaling customer marketing programs effici...

In our first episode of Season 2, we explore how Marketing Operations teams are evolving from tactical executors to strategic enablers of the buyer’s journey experience. We'll discuss with Mike Rizzo and Darrell Alfonso how MOPs leaders can help their organizations move beyond traditional marketing playbooks to create more effective, customer-centric approaches. Drawing from their extensive experi...

Join us as Kimmah Lewis shares how she transformed abstract ABM concepts into tangible learning experiences at Actian. Through an innovative approach, she'll reveal practical strategies for helping marketing teams embrace organizational change. Learn how creative engagement, consistent reinforcement, and cross-functional ownership can drive successful transformation from traditional lead generatio...

Join us for an insightful conversation with Jane Serra, VP of Growth Marketing at Daxtra Technologies, as she shares how to leverage partnerships as a powerful demand generation engine. Drawing from her 15+ years in B2B marketing, where partnerships have consistently been a top revenue driver, Jane breaks down why every marketing initiative should consider partner involvement. She'll share practic...

In this episode, we chat with Hannah Swanson from Intentsify about transforming traditional, passive, email-only nurtures into dynamic, always-on, multi-channel campaigns. Hannah discusses overcoming nurture's bad reputation by using data-driven, signal-based strategies with first, second, and third-party data. We explore various campaign types, such as welcome and buyer’s journey, and share succe...

Part 2: What to do about it In this podcast episode we talk with Kerry Cunningham, a leading B2B research expert from 6sense, about groundbreaking research that challenges traditional B2B marketing practices. Kerry shares evidence-based insights about how B2B buying has fundamentally changed and offers practical guidance for marketing and sales leaders who need to adapt their strategies. This casu...

Part 1 - What the research says In this podcast episode we talk with Kerry Cunningham, a leading B2B research expert from 6sense, about groundbreaking research that challenges traditional B2B marketing practices. Kerry shares evidence-based insights about how B2B buying has fundamentally changed and offers practical guidance for marketing and sales leaders who need to adapt their strategies. This...