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
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24:12
75 Episodes and AI Trends This Year
Reaching the 75th episode is more than a milestone, it’s a moment to look back at the evolving world of marketing, AI, and what’s next for revenue leaders.
In this episode, Adam Kaiser and Saima Rashid reflect on the impactful conversations they've had with guests over time. From AI-driven marketing to human-focused sales tactics, they share key moments that have shaped the show.Adam and Saima highlight memorable episodes, including their conversations with Seth Godin, Leah Davidson, and Tricia Gelman. They zoom in on the evolving role of AI in B2B marketing, including the rise of zero-click search and the implications for SEO strategies.
In this conversation, you’ll learn:How AI is transforming marketing and sales strategiesWhy AI fluency is now a must for marketing teamsThe impact of zero-click search on SEO and content strategyHow CMOs are adapting to AI-powered workflows and processesJump into the conversation:
(00:00) Introduction
(01:07) Pop culture and podcast milestones
(03:01) Memorable guests and episodes
(03:17) Seth Godin's impactful insights
(04:25) Sales and marketing alignment
(07:07) The rise of zero click search
(09:22) SEO in the age of AI
(12:07) Content strategy for modern marketing
(14:34) AI in organizational structures
(20:54) A look back at the journey of growth and collaboration
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22:20
The 5X Model for Leadership Excellence
PE-backed leadership comes with big expectations and big opportunities.
In this episode, Samantha Allison and Taavo Godtfredsen, co-founders of AdvantageCEO and authors of The 5X CEO, join Adam and Saima to share how top-performing leaders consistently deliver 5X+ returns for investors. Backed by interviews with over 75 high-performing CEOs, their five-part framework reveals how leaders can beat the odds, scale smarter, and build enduring value.
Sam and Taavo zoom in on the five pillars of the 5X model which are strategic clarity, scalable talent, relentless focus, disciplined execution, and energized culture, and how each one plays a critical role in driving performance during the high-stakes hold period.
In this conversation, you’ll learn:Why 50% of PE-backed CEOs don’t make it through the hold period and how to be in the other halfHow to connect every role to the investment thesis and value creation planWhat “relentless focus” looks like in action How to scale yourself and your team without burning outJump into the conversation:
(00:00) Introducing Taavo Godtfredsen and Samantha Allison
(05:41) The 5X Model
(08:56) Adapting to PE ownership
(15:41) PE firm's role in strategic planning
(27:55) Scalable talent in action
(30:51) Unique CEO stories
(34:30) Combating burnout
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