All Episodes

How can marketers stay discoverable as AI reshapes the search landscape? In this episode of Connect to Market, host Casey Cheshire welcomes Al Sargent, Senior Director, Product, Solution & Partner Marketing at ZEDEDA, to explore the evolving field of Generative Engine Optimization (GEO). Al delivers a strategic and practical breakdown of how marketers can adapt to the rise of AI tools like ChatGPT, Perplexity, and Gemini- tools that are reshaping how content is discovered and consumed. He explains how GEO differs from traditional SEO, why documentation matters more than ever, and how to leverage content repetition and high-authority sites to maintain discoverability. Al also shares his personal journey in tech and marketing, emphasizing the role of empathy, mentorship, and community-building in professional growth. In this episode, we cover: How to use LLM.txt files and structured content to improve visibility The importance of repurposing and repeating content across platforms Leveraging high-authority sites like Wikipedia to support GEO Why competitive comparison content is crucial in the AI search era If you're looking to evolve your content strategy for the AI era and master the new rules of digital discoverability, Al’s insights offer a timely and tactical guide for marketers ready to lead in the future. 🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market. Connect with Al: LinkedIn: https://www.linkedin.com/in/alsargent/   Twitter: https://x.com/alsargent  Zededa: https://zededa.com/  How to do Generative Engine Optimization for B2B online marketing with LLMs: https://www.youtube.com/watch?v=3ERlcDoKqlE  FunnelMind.ai: https://funnelmind.ai  Ways to Tune In: Spotify: https://open.spotify.com/show/01kCcPP1ib9MSE9aNb5SQa  Apple Podcasts: https://podcasts.apple.com/podcast/connect-to-market/id1822777920  Amazon Music: https://music.amazon.com/podcasts/b5c3fb03-482f-4496-bcd0-82c1d66fed3d  iHeart Radio: https://iheart.com/podcast/282837141/  Podchaser: https://www.podchaser.com/podcasts/connect-to-market-6138391  YouTube: https://www.youtube.com/playlist?list=PLP_sn6_Cwun_qxaOz94Epgf6zdqeTFjJV  Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/ 

What does it take to master B2B marketing with empathy and precision? In this episode of Connect to Market, host Casey Cheshire welcomes Cole Field, VP of Marketing at Beryllium InfoSec. Cole offers a thoughtful and tactical breakdown of how marketers can move beyond isolated tactics and create more unified, human-centered B2B strategies. He shares why attributing success to individual efforts can create unnecessary tension, and how aligning sales and marketing unlocks better outcomes. Cole also explains the power of empathy in mapping the customer journey, the role of automation in streamlining efforts, and how Account-Based Marketing (ABM) is simply good, focused marketing when done right. Throughout the conversation, Cole highlights actionable strategies for improving team alignment, defining an Ideal Customer Profile (ICP), and approaching B2B marketing with clarity and intention. In this episode, we cover: Why attribution battles can derail marketing efforts The importance of empathy in understanding customer journeys Redefining ABM as aligned, effective marketing Aligning sales and marketing for shared success If you're looking to refine your B2B marketing approach and create stronger alignment across your teams, Cole’s insights provide a grounded, practical guide for marketing leaders aiming to scale with purpose. 🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market. Connect with Cole: LinkedIn: https://www.linkedin.com/in/colefield/  Beryllium InfoSec, Inc: https://www.berylliuminfosec.com/    Ways to Tune In: Spotify: https://open.spotify.com/show/01kCcPP1ib9MSE9aNb5SQa  Apple Podcasts: https://podcasts.apple.com/podcast/connect-to-market/id1822777920  Amazon Music: https://music.amazon.com/podcasts/b5c3fb03-482f-4496-bcd0-82c1d66fed3d  iHeart Radio: https://iheart.com/podcast/282837141/  Podchaser: https://www.podchaser.com/podcasts/connect-to-market-6138391  YouTube: https://www.youtube.com/playlist?list=PLP_sn6_Cwun_qxaOz94Epgf6zdqeTFjJV  Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/ 

What does it take for marketers to truly connect with their audience and harness AI for impactful strategies? In this episode of Connect to Market, host Casey Cheshire welcomes Megan Ward, SVP of Marketing and Product Management at 360Factors. Megan offers a thoughtful and tactical breakdown of how marketers can deepen their understanding of target audiences by engaging directly and using AI-driven insights. She shares why marketing leaders must spend time with “real people” to uncover authentic needs, the importance of attending industry events for firsthand market observation, and how AI analysis of call recordings can reveal key customer questions and concerns. Megan also reflects on her career journey and the lessons that helped her overcome limiting beliefs. Throughout the conversation, Megan highlights actionable insights on connecting with customers, harnessing AI for smarter marketing, and documenting knowledge to empower teams. In this episode, we cover: The importance of engaging directly with your target market Using AI to analyze customer interactions and extract insights The future of AI in marketing: digital agents and personalized tools The critical role of documenting and sharing knowledge within teams If you're looking to build deeper market connections and integrate AI thoughtfully into your marketing, Megan’s insights provide a practical guide for leaders ready to innovate and lead with empathy. 🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market. Connect with Megan: LinkedIn: https://www.linkedin.com/in/radiantmegan/ Substack: https://substack.com/@meganward989011  360factors: https://www.360factors.com/   Ways to Tune In: Spotify: https://open.spotify.com/show/01kCcPP1ib9MSE9aNb5SQa  Apple Podcasts: https://podcasts.apple.com/podcast/connect-to-market/id1822777920  Amazon Music: https://music.amazon.com/podcasts/b5c3fb03-482f-4496-bcd0-82c1d66fed3d  iHeart Radio: https://iheart.com/podcast/282837141/  Podchaser: https://www.podchaser.com/podcasts/connect-to-market-6138391  YouTube: https://www.youtube.com/playlist?list=PLP_sn6_Cwun_qxaOz94Epgf6zdqeTFjJV  Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/ 

How can simplifying your goals and aligning with sales transform your marketing success? In this episode of Connect to Market, host Casey Cheshire welcomes Bronson Cordle, Vice President of Marketing at Vsimple. Bronson offers a thoughtful and tactical breakdown of what modern marketers must prioritize to drive impact and foster alignment across their organizations. He shares why marketers need to define the purpose of every activity, the importance of tracking and measuring what truly matters, and how close collaboration with sales leads to stronger outcomes. Bronson also reflects on his personal journey, highlighting the lessons, mentors, and values that have shaped his approach to leadership and strategy. Throughout the conversation, Bronson highlights actionable insights on clarifying marketing goals, building productive internal relationships, and bridging the gap between marketing and sales. In this episode, we cover: Why every marketing activity needs a clearly defined goal How to track performance and demonstrate marketing impact The keys to successful marketing and sales alignment The role of relationships and self-awareness in leadership If you're looking to cut through complexity, align your team, and lead with clarity, Bronson’s insights provide a roadmap for marketing and business leaders ready to elevate their strategy. 🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market. Connect with Bronson: LinkedIn: https://www.linkedin.com/in/bronson-cordle Company website: https://www.vsimple.com/ Ways to Tune In: Spotify: https://open.spotify.com/show/01kCcPP1ib9MSE9aNb5SQa  Apple Podcasts: https://podcasts.apple.com/podcast/connect-to-market/id1822777920  Amazon Music: https://music.amazon.com/podcasts/b5c3fb03-482f-4496-bcd0-82c1d66fed3d  iHeart Radio: https://iheart.com/podcast/282837141/  Podchaser: https://www.podchaser.com/podcasts/connect-to-market-6138391  YouTube: https://www.youtube.com/playlist?list=PLP_sn6_Cwun_qxaOz94Epgf6zdqeTFjJV  Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/ 

How can understanding your audience and building purpose-driven brands elevate your marketing results?  In this episode of Connect To Market, host Casey Cheshire welcomes Josh Cherfoli, Vice President of Marketing at Precision Aviation Group. Josh shares how deep customer insights and authentic storytelling can shift brand perception and drive meaningful results. Josh dives into the importance of connecting digital and physical touchpoints to create a seamless customer experience while emphasizing the lasting value of personal relationships in the marketing community. He also discusses his work on Porsche’s award-winning campaign Engineered for Magic Every Day, highlighting the creative thinking behind the brand’s transformation. Drawing on his experience leading marketing for well-known brands, Josh offers practical advice rooted in audience insight and authenticity to help marketers build stronger brands and drive results. In this episode, we cover: How audience insight drives effective and authentic marketing The creative thinking behind Porsche’s brand transformation Bridging the gap between digital and real-world customer experiences Building community and trusting your instincts as a marketing leader If you’re ready to create campaigns that truly connect and lead with purpose, Josh’s insights offer the inspiration and tactics you need to take action now. 🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market. Connect with Josh: LinkedIn: https://www.linkedin.com/in/cherfoli/   Company website: precisionaviationgroup.com  Ways to Tune In: Spotify: https://open.spotify.com/show/01kCcPP1ib9MSE9aNb5SQa  Apple Podcasts: https://podcasts.apple.com/podcast/connect-to-market/id1822777920  Amazon Music: https://music.amazon.com/podcasts/b5c3fb03-482f-4496-bcd0-82c1d66fed3d  iHeart Radio: https://iheart.com/podcast/282837141/  Podchaser: https://www.podchaser.com/podcasts/connect-to-market-6138391  YouTube: https://www.youtube.com/playlist?list=PLP_sn6_Cwun_qxaOz94Epgf6zdqeTFjJV  Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/ 

You missed a good one! Right after the recent Connect To Market: Growth Roundtable, we kept the momentum going with a live post-event panel that delivered next-level insights on AI, brand strategy, and LinkedIn mastery. Community leader Casey Cheshire and moderator Paul Jones were joined by CTM community members Aaron Rayner, Rob Freedman, and Kathleen Martin. This wasn’t just a follow-up… it was a deep dive into what’s driving growth right now and what’s coming next. The panel hit hard on the real value of AI in modern marketing, beyond buzzwords. Rob broke down how his team uses AI-powered win-loss analysis to expose product gaps and sharpen their brand story. Casey pushed on how AI can scale smarter, not noisier, while Kathleen and Aaron zeroed in on where tech ends and human connection begins. LinkedIn took center stage. Panelists shared practical, battle-tested strategies for cutting through the noise, understanding the algorithm, and driving real engagement in 2025. No fluff. Just what’s working. Key takeaways: - AI’s real impact on operational efficiency, customer insight, and decision-making - Brand differentiation as a strategy, not a slogan - The LinkedIn playbook for visibility, engagement, and influence - Why human connection still drives the most powerful marketing outcomes Whether you’re building pipeline, scaling your message, or refining your GTM strategy, this panel delivered the clarity and tactics you need to move faster and connect deeper. Subscribe to our Substack at connecttomarket.com for first access to every podcast episode, powerhouse panel, and exclusive content that's redefining the future of marketing and connecting with your buyers. Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/ 

How can both empathy and distilled communication reshape your marketing strategy? In this episode of Connect To Market, host Casey Cheshire welcomes Ron Close, VP of Marketing at First Resonance. Ron shares his unique journey from manufacturing and computer science to marketing leadership, and how empathy and curiosity have fueled his success. Ron dives into the importance of empathy in marketing, not just why it matters, but how to apply it authentically to connect with customers. He breaks down innovative concepts like degenerative AI and practical strategies to leverage technology without losing the human touch. Ron also emphasizes the value of continuous learning, community, and embracing discomfort for growth. With an approach grounded in curiosity, authenticity, and innovation, Ron offers marketers a fresh framework to engage audiences more effectively and drive meaningful results. In this episode, we cover: Why empathy is key to customer-centric marketing How degenerative AI can amplify your marketing efforts authentically Aligning personal passion with professional roles to stay motivated The importance of community, continuous learning, and embracing discomfort If you’re ready to deepen connections and innovate your marketing approach, Ron’s insights offer the inspiration and tactics you need to take action now. 🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market. Connect with Ron: LinkedIn: https://www.linkedin.com/in/ronclose  Company website: https://www.firstresonance.io/   Ways to Tune In: Spotify: https://open.spotify.com/show/01kCcPP1ib9MSE9aNb5SQa  Apple Podcasts: https://podcasts.apple.com/podcast/connect-to-market/id1822777920  Amazon Music: https://music.amazon.com/podcasts/b5c3fb03-482f-4496-bcd0-82c1d66fed3d  iHeart Radio: https://iheart.com/podcast/282837141/  Podchaser: https://www.podchaser.com/podcasts/connect-to-market-6138391  YouTube: https://www.youtube.com/playlist?list=PLP_sn6_Cwun_qxaOz94Epgf6zdqeTFjJV  Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/ 

How can deep audience research transform your marketing effectiveness? In this episode of Connect To Market, host Casey Cheshire welcomes KB Burdette, Growth Advisor at Del Sol Digital. KB shares her unique path from working at Target Corporation to founding her own digital agency, and how curiosity and community have fueled her success. KB dives into the power of audience research- not just why it matters, but exactly how to do it. She breaks down practical, repeatable methods marketers can use right now, including how to leverage trade show content, insights platforms like 6Sense, and focused customer segments to uncover what really resonates. She also emphasizes the importance of documenting your process, using filters strategically, and evolving your messaging based on what you learn. With an approach grounded in experimentation, clarity, and relevance, KB gives marketers a framework to build smarter, more effective campaigns. In this episode, we cover: How audience research fuels more effective marketing strategies Actionable ways to uncover insights and test your messaging today Why starting with top customers leads to sharper campaigns The role of community and curiosity in long-term marketing success If you're ready to stop guessing and start connecting with your audience in meaningful ways, KB’s insights offer the clarity and tactics you need to take action now. 🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market. Connect with KB: LinkedIn: https://www.linkedin.com/in/karenburdette/   Company website: https://www.linkedin.com/company/del-sol-digital/about/   Ways to Tune In: Spotify: https://open.spotify.com/show/01kCcPP1ib9MSE9aNb5SQa  Apple Podcasts: https://podcasts.apple.com/podcast/connect-to-market/id1822777920  Amazon Music: https://music.amazon.com/podcasts/b5c3fb03-482f-4496-bcd0-82c1d66fed3d  iHeart Radio: https://iheart.com/podcast/282837141/  Podchaser: https://www.podchaser.com/podcasts/connect-to-market-6138391  YouTube: https://www.youtube.com/playlist?list=PLP_sn6_Cwun_qxaOz94Epgf6zdqeTFjJV  Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/ 

How can ethical AI and authentic storytelling elevate your marketing strategy? In this episode of Connect to Market, host Casey Cheshire sits down with Ashleigh Norton, Vice President of Marketing at Blink AI Automotive. Ashleigh shares her unique journey from aspiring meteorologist to leading marketing efforts in the fast-evolving automotive tech space. Ashleigh dives into what it takes to truly connect with an audience on platforms like LinkedIn, why storytelling is at the heart of effective communication, and how marketers can embrace AI without losing their ethical compass. She explores the delicate balance between automation and personal touch, and how time management can make or break modern marketing strategies. Ashleigh also discusses the value of building strong professional relationships, supporting sales through thoughtful strategy, and taking a problem-solving approach to marketing rather than simply pushing products. In this episode, we cover: The power of storytelling to engage and connect with audiences Balancing manual and automated networking for authentic relationships Ethical considerations when using AI in marketing How solving real problems drives better marketing and supports sales teams If you’re navigating the intersection of AI, marketing, and automotive innovation, Ashleigh’s insights offer real-world strategies to help you build meaningful connections and grow with purpose. 🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market. Connect with Ashleigh: LinkedIn: https://www.linkedin.com/in/ashleigh-ellis/  Company website: https://blinkai.com/  Ways to Tune In: Spotify: https://open.spotify.com/show/01kCcPP1ib9MSE9aNb5SQa  Apple Podcasts: https://podcasts.apple.com/podcast/connect-to-market/id1822777920  Amazon Music: https://music.amazon.com/podcasts/b5c3fb03-482f-4496-bcd0-82c1d66fed3d  iHeart Radio: https://iheart.com/podcast/282837141/  Podchaser: https://www.podchaser.com/podcasts/connect-to-market-6138391  YouTube: https://www.youtube.com/playlist?list=PLP_sn6_Cwun_qxaOz94Epgf6zdqeTFjJV  Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/ 

How can empathetic B2B SaaS marketing transform your growth strategy? In this episode of Connect To Market, host Casey Cheshire sits down with James Furbush, VP of Marketing at AccessOne and host of the RCM Ladder Podcast. James shares his insights into effective marketing strategies for B2B SaaS companies, with a special focus on the healthcare sector.  James reveals why truly understanding your audience is non-negotiable, and how marketers can stand out by avoiding hostile tactics and instead embracing unscalable but impactful efforts to build real relationships. He emphasizes the value of empathy in every touchpoint, and how this approach leads to more sustainable growth and stronger customer trust. In this episode, we cover: Why deeply understanding your audience is the foundation of effective marketing How to ditch aggressive tactics in favor of trust-building strategies The power of unscalable actions to create genuine connections James’s contributions to the marketing community and how networking fuels innovation If you're looking to elevate your B2B SaaS marketing, especially in a complex space like healthcare, this episode offers down-to-earth advice and powerful strategies that actually move the needle. 🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market. Connect with James: LinkedIn: https://www.linkedin.com/in/jamesfurbush/  Personal Website: https://www.jamesfurbush.com/  AccessOne: accessonepay.com  Twitter: https://x.com/JamesFurbush  Podcast: https://accessonepay.com/podcasts/  Ways to Tune In: Spotify: https://open.spotify.com/show/01kCcPP1ib9MSE9aNb5SQa  Apple Podcasts: https://podcasts.apple.com/podcast/connect-to-market/id1822777920  Amazon Music: https://music.amazon.com/podcasts/b5c3fb03-482f-4496-bcd0-82c1d66fed3d  iHeart Radio: https://iheart.com/podcast/282837141/  Podchaser: https://www.podchaser.com/podcasts/connect-to-market-6138391  YouTube: https://www.youtube.com/playlist?list=PLP_sn6_Cwun_qxaOz94Epgf6zdqeTFjJV  Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/ 

A movement of B2B marketers who realize direct connection with buyers is the foundation of all growth.  Join us as we learn from marketing leaders who are driving founder-led growth. Connect To Market is sponsored by Ringmaster, building B2B podcasts and communities to reconnect you with your audience.