When marketing meets finance, the data gets real.In this episode, George Samaras, Head of Marketing Operations at Ataccama, joins Adam Kaiser to zoom in on what happens when marketing ops reports directly to the CFO.George explains how being part of the finance org reshaped his view of marketing metrics, moving from campaign performance to pipeline impact and revenue accountability. He also outlines how Ataccama’s RevOps model unites marketing, sales, and customer success around one shared source of truth for better GTM visibility.You’ll hear how he’s helping bridge the gap between creative strategy and financial outcomes, what he’s learned about efficiency from the finance lens, and why marketers need to start thinking in terms of dollars, not just engagement.In this conversation, you’ll learn:How sitting under finance changes the way marketing ops measures successWhy marketers should frame results around revenue generation or cost savingsHow RevOps alignment improves data visibility and decision-makingWhy financial fluency is becoming a must-have skill for modern marketersJump into the conversation:(00:00) Introducing George Samaras(01:03) Why marketing ops now reports to finance at Ataccama(03:57) How financial alignment changes marketing measurement(05:49) Evaluating MQLs, pipeline, and event ROI(07:14) How AI and SEO shifts are impacting acquisition strategy(08:14) Attribution challenges and in-house solutions using Salesforce and 6sense(10:02) Lessons from sitting under the CFO’s org(11:17) How finance influences marketing budgets and ROI analysis(13:30) Why marketing ops needs to think like finance(14:51) Acting as “Switzerland” between marketing and finance(16:35) How shared data builds credibility for marketing(18:17) The most unrealistic request George has ever received
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21:08
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21:08
A Guide to Competitive Takeout Campaigns
Most deals are won long before the competition even shows up.In this episode, Meg Noonan, Senior Manager of Global Campaigns at Bugcrowd, joins Adam Kaiser to discuss how her team runs competitive takeout campaigns that get ahead of rivals before they make a move.Meg zooms in on how Bugcrowd uses intent data to spot competitors early, reach out first, and craft messaging that focuses on solving buyer pain points and not tearing others down. She explains how third-party reviews and customer testimonials back up every claim, and why thoughtful enablement is key to helping sales teams execute with confidence.In this conversation, you’ll learn:How competitive takeout campaigns win when paired with a strong content strategyHow intent data helps spot competitors and prospects earlyWhy pain points and proof outperform competitor bashingWhy reaching out first can be the dealmaker in competitive salesJump into the conversation:
(00:00) Introducing Meg Noonan
(02:02) How intent data helps identify competitors and key opportunities
(04:35) Crafting messaging that focuses on buyer pain points vs. competitor bashing
(07:00) The role of testimonials and hard data in competitive takeout campaigns
(10:04) Mapping content to the buyer’s journey from awareness to decision
(12:15) Key lessons from successful competitive campaigns at Bugcrowd
(16:04) Advice for teams hesitant about launching competitive takeouts
(18:35) Meg’s experience with luxury retail and a Chinese delicacy
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20:11
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20:11
The CMOs Guide to AI Search
Half of today’s B2B buyers are now starting their journey inside an LLM instead of Google.In this episode, Sydney Sloan, Chief Marketing Officer at G2, joins Adam Kaiser to unpack how AI is reshaping the buying process and what that means for marketers. She shares insights from G2’s latest buyer behavior study, including the rapid rise in LLM adoption, and explains how the shift from SEO to what she calls “answer engine optimization” is changing where and how brands show up.Sydney also breaks down how G2 is adapting its content and review strategies to meet this new reality, why integrating review generation into the product experience is a winning formula, and what leaders can do to keep pace in an AI-first world. From redefining KPIs to rethinking website design, she highlights the competitive advantage of acting early and building trust where buyers now start their search.In this conversation, you’ll learn:Why 50% of buyers are starting their search with LLMs instead of GoogleWhy review strategies and user-generated content are critical in the “answer economy”How marketers can adapt content, KPIs, and websites for an AI-first buying journeyHow AI-driven buyer behavior is shortening sales cycles and shrinking vendor shortlistsJump into the conversation:
(00:00) Introducing Sydney Sloan
(03:09) Buyer behavior shift from Google to LLMs
(06:50) Decline of SEO and rise of answer engine optimization
(09:34) Building content strategy around jobs to be done
(14:46) New review strategies including AI voice reviews
(20:58) How leaders can adapt go-to-market strategies in an AI-first world
(27:52) Fun career stories
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30:15
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30:15
Brave Marketing in the Age of AI
When AI cranks out faster campaigns and copycat content, brand and creativity are your only edge.In this episode, Bruno Bertini, Chief Marketing Officer at 8x8, joins Adam Kaiser to share how his team launched ‘The Power of You’ campaign, a bold brand play that put customers at the center and proved that AI can amplify creativity rather than dilute it.Bruno walks through the thinking behind the rebrand, why differentiation in SaaS can no longer rely on product alone, and how 8x8 used AI-powered production to create customer stories that were fun, emotional, and memorable, all while cutting through a crowded B2B space.In this conversation, you’ll learn:Why 8x8 chose to differentiate through brand instead of productHow ‘The Power of You’ campaign put customers in heroic roles while telling authentic storiesWhy AI lowered production costs and expanded creative possibilitiesHow brave marketing can help B2B teams build human connection and stand outJump into the conversation:
(00:00) Introducing Bruno Bertini
(01:55) Understanding 8x8
(04:38) Rebranding and differentiation through marketing
(07:01) The Power of You campaign: Concept and execution
(13:49) Customer reactions and AI integration
(16:58) Campaign results and impact
(19:29) Future plans and expanding the campaign
(22:32) Advice for marketing teams: Be brave
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27:49
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27:49
The Website is Dead. Long Live the Website!
The website isn’t dead, it’s evolving into something far more powerful.
In this episode, Avishai Sharon, CEO of Trendemon, joins Adam Kaiser to explore how B2B companies can transform their websites into engines of personalization and buyer engagement. Avishai zooms in on why websites are an underutilized goldmine of signals, how to distinguish between page-level and journey-level personalization, and what it really takes to create an “always-on” experience that adapts to buyers in real time.
He explains how AI and LLM-referred traffic are reshaping digital journeys, why informed visitors convert at higher rates, and what marketers can do to both influence buyer perceptions and educate the engines themselves.
In this conversation, you’ll learn:Why the website is still central to buyer engagement and how it’s shifting from static to active roleThe difference between page-level and journey-level personalization, and why the latter matters most for scaleHow to map and segment content assets to align with industries, personas, and buying stagesWhy LLM-referred visitors behave differently and how to optimize their experienceJump into the conversation:
(00:00) Introducing Avishai Sharon
(01:14) The myth of the dead website
(01:31) Understanding website personalization
(01:56) Leveraging signals for better engagement
(02:46) The role of the website in buyer journeys
(03:40) Challenges and opportunities in signal utilization
(08:41) Page level vs. journey level personalization
(12:00) Mapping content to buyer personas
(14:13) Always-on marketing strategies
(16:36) The impact of AI and LLM traffic
(18:12) Addressing misconceptions and optimizing buyer experience
There's so much noise when it comes to marketing and sales strategies, and it can be hard to differentiate between the junk and what will actually drive impact. We’re here to help make sense of the nonsense.
Through conversations with other revenue leaders, we’re going to explore the projects and campaigns they’ve executed to drive their business forward.
Whether mundane or illogically ridiculous, we’ll share key insights as we break down how, and why, they were successful in making revenue.
Proudly brought to you by 6sense, let’s make sense of the strategies others have tried so you can be one step ahead of the rest.
Ireland