Kristina McCarthy

How can mapping the buyer journey strengthen your market connection? In this episode of Connect To Market, host Casey Cheshire welcomes Cody Frew, VP of Marketing at CareCloud, to unpack how buyer journey mapping can transform B2B marketing strategy. Cody shares how clearly defining your ICP and buyer personas (and mapping their goals, actions, and questions across each stage) creates a powerful foundation for more effective, targeted campaigns. He explores why many marketing challenges stem from a lack of buyer understanding, and how mapping every touchpoint brings clarity, focus, and better collaboration across teams. From identifying content gaps to driving alignment between marketing and sales, Cody breaks down a practical framework for building maps that lead to real connection and measurable growth. He also discusses the evolving role of community in marketing, the rise of AI as a creative partner, and why curiosity remains a marketer’s most valuable skill. In this episode, we cover: Why mapping the buyer journey is key to improving engagement and conversion How to define and apply your ICP and buyer personas effectively The most common mistakes teams make when mapping and how to avoid them How community and collaboration elevate your marketing impact If you’re a marketing leader looking to connect more deeply with your market and customers, Cody’s approach offers a clear roadmap to more strategic, human-centered marketing. 🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market. Connect with Cody: LinkedIn: https://www.linkedin.com/in/codyafrew/    CareCloud: https://carecloud.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 prioritizing customer understanding reshape your B2B marketing approach? In this episode of Connect To Market, host Casey Cheshire welcomes Eric Bogard, Fractional Marketing Leader to High Growth Saas B2B, to dive into the power of understanding your users more deeply than traditional marketing tactics often allow. Eric shares why many marketing challenges are actually rooted in a lack of user insight, and how early-stage founders and marketers can shift their focus to what really matters: the customer. He explores how empathy, curiosity, and a strong grasp of ICPs can create a foundation for better decisions and more effective campaigns. From using Google Ads for fast feedback loops to integrating AI as a tool to amplify, not replace, marketers' skills, Eric provides a framework for aligning marketing with real user needs. He also discusses the evolving role of product marketing, the value of advisory boards, and how lifelong learning plays a key role in career growth. In this episode, we cover: Why most marketing problems are really understanding problems, not tactical ones How to anchor every campaign to your ICP and balance quick wins with long-term discovery How to use AI as an amplifier of insight and empathy, not a substitute for them Why modern marketing leadership starts with curiosity, feedback, and connection If you're a founder or marketing leader looking to build smarter strategies rooted in real customer insight, Eric’s perspective will challenge your assumptions and elevate your thinking. 🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market. Connect with Eric: LinkedIn: https://www.linkedin.com/in/ericbogard/   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 customer understanding drive more effective B2B marketing strategies? In this episode of Connect To Market, host Casey Cheshire welcomes Greg Perotto, VP of Global Marketing at Poggio to explore the power of deep customer understanding in shaping successful B2B go-to-market efforts. Greg emphasizes the critical need to move beyond surface-level personas and truly understand customer needs, priorities, and challenges to drive meaningful marketing and sales alignment. He shares how AI technologies can be leveraged to continuously update and deliver relevant, real-time context about customers, helping teams create more personalized and impactful experiences. Greg also reflects on his own career journey, offering advice on mentorship, self-awareness, and finding purpose in your work. In this episode, we cover: How to move beyond static personas and gain real-time, contextual customer understanding The role of AI in scaling personalized marketing and keeping insights fresh and actionable Why product-market fit is a moving target and how to stay aligned with evolving customer needs How to use customer context as a strategic advantage in sales conversations and GTM planning If you're a marketing leader looking to elevate your B2B strategy with sharper customer focus and smarter use of AI, Greg’s insights deliver both inspiration and practical guidance. 🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market. Connect with Greg: LinkedIn: https://www.linkedin.com/in/gregperotto/   Poggio: https://www.poggio.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 marketers ensure their brand remains visible in an AI-dominated digital landscape? In this episode of Connect To Market, host Casey Cheshire welcomes David Reske, Founder and CEO of Nowspeed to explore how artificial intelligence is transforming the way companies achieve visibility and connect with customers. David emphasizes the urgency for marketers to adapt to AI technologies, especially large language models like ChatGPT, or risk becoming invisible in a rapidly evolving marketplace. He shares actionable strategies for creating an LLM briefing book to teach AI systems about your company, ensuring your brand appears in AI-driven search results. David also explains how to conduct AI-focused content audits, implement strategic content plans, and align SEO efforts with AI capabilities to stay ahead of the curve. In this episode, we cover: The rising influence of AI and LLMs in marketing visibility How to build an “LLM briefing book” to educate AI about your brand Conducting audits and crafting content strategies for AI optimization Why marketers must act now to remain discoverable in AI-powered searches If you’re a marketing leader aiming to future-proof your brand’s visibility and stay competitive in the age of AI, David’s insights offer a practical and forward-looking roadmap for success. 🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market. Connect with David: David’s LinkedIn: https://www.linkedin.com/in/davidreske/   Nowspeed’s website: https://nowspeed.com/   Digital Marketing in the Zone: The Ultimate System for Digital Marketing Success: https://marketing-in-the-zone.com/  & https://www.amazon.com/Digital-Marketing-Zone-Ultimate-Success/dp/168350268X/ref=sr_1_1  In The Now: Untangling Marketing Myths Podcast: https://nowspeed.com/in-the-now/   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 marketers master urgency to accelerate growth and boost sales performance? In this episode of Connect to Market, host Casey Cheshire welcomes Steve Kahan, Marketing Advisor at Insight Partners and bestselling author, to uncover the key to creating urgency in modern marketing. Drawing from his latest book, Steve shares proven strategies to spark action in potential customers and drive real business results. The conversation explores the psychology behind urgency, how to align marketing efforts with revenue goals, and why inaction can be your biggest competitor. Through engaging stories and practical frameworks, Steve reveals the exact playbook he’s used to help multiple companies achieve explosive growth. Steve breaks down how to highlight customer pain points, build constructive discomfort, and tailor urgency for both personal and market-level motivation. He also addresses how to bring urgency into “boring” industries and how marketing teams can apply these methods using scalable tools and organic traffic. In this episode, we cover: Understanding decision drivers and the psychology of urgency Identifying and exposing customer pain points to inspire action Creating personal and market urgency that converts leads Leveraging organic traffic and content to generate demand If you're a marketing leader looking to align your strategy with revenue outcomes and shorten the sales cycle, Steve's insights offer a clear, actionable guide to mastering urgency in your go-to-market approach. 🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market. Connect with Steve: LinkedIn: https://www.linkedin.com/in/stevekahan/  Company website: https://www.insightpartners.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 marketers harness AI to create personalized, scalable, and effective marketing strategies? In this episode of Connect to Market, host Casey Cheshire welcomes Mike Montague, Founder of Avenue9 and Host of Human-First AI Marketing Podcast, to explore how AI-driven marketing can unlock new levels of connection and efficiency. The conversation dives into how storytelling, audience understanding, and AI tools come together to elevate marketing efforts. Mike shares actionable strategies for building trust through storytelling, qualifying audience personas, integrating AI for automation and scaling, and tailoring communications using personality insights. He also highlights the importance of continually refining your approach to discover the ‘aha’ moments that resonate deeply with your audience. In this episode, we cover: Building trust through storytelling and connecting with audiences Qualifying and understanding diverse audience personas Crafting scalable and adaptable marketing stories with AI Integrating and automating AI tools to streamline marketing If you’re a marketing leader looking to leverage AI to enhance connection, creativity, and efficiency, Mike’s insights offer a practical and inspiring framework to elevate your marketing strategy. 🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market. Connect with Mike: LinkedIn: https://www.linkedin.com/in/mikedmontague/   Company website: avenue9.com Human-First AI Marketing: https://podcast.avenue9.com/2435068/follow   Books: amazon.com/author/mikemontague  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 marketers use empathy and customer storytelling to drive B2B growth? In this episode of Connect To Market, host Casey Cheshire welcomes Rob Freedman, Vice President of Marketing and Partnership at EZO, to explore the power of empathetic marketing and authentic customer storytelling. The conversation centers on how listening deeply to customers can transform them into brand champions and fuel sustainable B2B growth. He shares actionable strategies for mining customer stories, leading customer interviews, and creating internal alignment to strengthen go-to-market efforts. Rob also emphasizes the value of measuring engagement and leveraging data without losing the human connection that drives great marketing. In this episode, we cover: Turning customer stories into powerful marketing narratives Leading with empathy to build authentic customer connections Creating internal alignment to support storytelling at scale Measuring engagement to guide strategy and prove impact If you’re a B2B marketer looking to deepen audience connections and lead with empathy, Rob’s approach offers a clear and compelling blueprint for building trust, alignment, and long-term success. 🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market. Connect with Rob: LinkedIn: https://www.linkedin.com/in/robfreedman  Twitter: https://x.com/robfreedman  EZO: https://ezo.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 marketing leaders shift from tactical execution to strategic business alignment? In this episode of Connect To Market, host Casey Cheshire welcomes Alan Gonsenhauser, founder and CEO of Demand Revenue, LLC and experienced CMO advisor, to explore the transformation of marketing leadership. Alan emphasizes the critical need for marketing efforts to align tightly with overall business strategy, moving beyond mere tactics to drive measurable business outcomes. He shares actionable insights on creating remarkable customer experiences, prioritizing retention and upsell, and leveraging AI as a tool to enhance but not replace innovative thinking. Alan also explains the importance of speaking the language of the C-suite and focusing on net revenue retention to elevate marketing’s role in the organization. In this episode, we cover: The shift from tactical marketing to strategic business alignment Using AI to enhance marketing without losing innovative thinking The importance of customer retention and net revenue retention Communicating effectively with the C-suite to drive impact If you’re a marketing leader looking to elevate your impact by integrating strategic insight with tactical execution, Alan’s expertise offers a compelling roadmap to transform your leadership and drive business growth. 🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market. Connect with Alan: LinkedIn: https://www.linkedin.com/in/alangonsenhauser/   YouTube: https://www.youtube.com/@AlanGonsenhauser   Demand Revenue: demandrevenue.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 B2B marketers succeed when every deal involves 11 or more stakeholders? In this episode of Connect to Market, host Casey Cheshire welcomes Adam Needles, CEO and Co-Founder of ANNUITAS, Inc., to unpack the game-changing concept of Buyer Unit Demand (BUD). Adam challenges the outdated reliance on MQLs and ABM and introduces a new framework for engaging the full buying unit, with multiple stakeholders who have diverse roles and needs throughout the journey. He shares how marketers can design conversation tracks that align with real-world buying dynamics and explains why buyer-led orchestration, not sales-led tactics, is the key to driving meaningful engagement and revenue. Adam also discusses the organizational shifts and mindset changes required to fully adopt this buyer-first approach. In this episode, we cover: Why MQLs and ABM fall short in complex B2B buying environments How to map conversation tracks around stakeholder needs and behavior The importance of aligning marketing, sales, and automation tools to the buyer journey Why focus beats scale when prioritizing content and engagement strategies If you’re ready to leave legacy metrics behind and lead with a truly buyer-centric strategy, Adam’s insights offer a clear and practical roadmap for modern B2B marketers. 🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market. Connect with Adam: LinkedIn: https://www.linkedin.com/in/abneedles/ Annuitas: https://www.annuitas.com/  Twitter:  x.com/abneedles Balancing the Demand Equation: https://a.co/d/12hGF4F  The Chief Growth Officers Handbook: https://www.annuitas.com/downloads/the-chief-growth-officers-handbook/   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 build authentic communities that truly connect with your market? In this episode of Connect to Market, host Casey Cheshire welcomes Paul Jones, Moderator of the Connect To Market Community & Founder of Bridgio. Paul shares lessons from building over 40 successful communities and explains why real market connection goes beyond launching products or campaigns. He emphasizes the importance of deeply understanding your Ideal Client Persona (ICP), using empathy to craft resonant messaging, and creating space for meaningful, value-driven interactions. Paul also challenges the overreliance on technology, encouraging marketers to start simple and stay focused on human connection. In this episode, we cover: The difference between going to market and connecting to it How to understand your ICP beyond the surface level Why low-tech, high-value engagement builds stronger communities Real examples of community-led product and messaging success If you're looking to engage your audience more meaningfully and build communities that drive real connection, this episode offers practical and inspiring insights. 🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market. Connect with Paul: LinkedIn: https://www.linkedin.com/in/pauljones101/  Bridgio: https://bridgio.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 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/