Navigating the software market has never been more complex. As AI reshapes how buyers research, evaluate, and select technology, B2B companies face a new reality: purchasing decisions are often influenced long before a prospect ever visits their website. So how can businesses build trust and stay visible in an increasingly AI-driven buying journey?

In this episode of Straight to Voicemail, Rachel Elsts Downey hears from Bryn Jones, Co-Founder of PartnerStack, to explore the evolving power of B2B partnerships. Bryn breaks down how partnerships can amplify trust, drive distribution, and even influence AI-driven buying behavior. Drawing from real-world examples, he explains how companies can orchestrate their partner ecosystems to stand out in a crowded market.

He shares practical insights on orchestrating partner networks, navigating competitive landscapes, and experimenting with new approaches to distribution and growth. The conversation also explores the intersection of partnerships, community, trust, and AI, and why these relationships are becoming an increasingly important driver of business success.

You’ll learn:

• How to leverage B2B partnerships to influence AI-driven buyer behavior and increase adoption.
• How to orchestrate technology, agency, and user-generated content partnerships for measurable business growth.
• How to experiment within your partner ecosystem to unlock untapped opportunities and early returns.

Jump into the conversation:

(00:00) Setting the framework: Understanding modern B2B partnerships

(1:00) The evolving buyer journey: Why trust in partners matters

(2:00) AI’s impact on consumer behavior and decision-making

(3:00) Partnership strategies: Tech, agency, and user-generated approaches

(3:30) Early wins and experimentation: Unlocking growth potential

(4:00) Key takeaways and final thoughts on B2B partnerships

Straight to Voicemail is for CMOs, CEOs, and Heads of Marketing in B2B tech who want insights from the people who’ve been there. Each episode centers on one big question answered like a voicemail you’ll want to play again.

Don’t miss this conversation! Follow Straight to Voicemail and explore our big little wins newsletter for more B2B content strategy insights. https://shareyourgenius.com/blog/

Follow Rachel Elsts Downey on LinkedIn
https://www.linkedin.com/in/rachelelstsdowney/

Follow Bryn Jones on LinkedIn

https://www.linkedin.com/in/bryn-jones/

PartnerStack http://www.partnerstack.com/

Standing out in a noisy professional world can feel like an impossible balancing act. How do you build a personal brand that amplifies your voice without overshadowing, or being overshadowed by, the corporate brand you represent?

In this episode of Straight to Voicemail, Amanda Smith hears from Anne Murlowski, VP of Marketing at Claravine and an advocate for female leadership, about navigating the intersections of personal and corporate branding. Anne shares how she has grown her personal brand through her podcast SaaSy, while simultaneously preparing to launch a branded podcast for Claravine, illustrating how these efforts can serve different purposes while reinforcing each other.

She breaks down practical strategies for building both types of brands and explains how thoughtful alignment between personal and corporate messaging can empower careers and elevate visibility.

You’ll learn:

• How to distinguish personal vs corporate branding
• How to show up consistently in shared spaces for better visibility
• How to unify messaging across personal and corporate platforms

Jump into the conversation:

(00:00) Introduction and setting the stage

(00:01) Personal brand focus: Empowering female leadership

(01:50) Corporate brand focus: Connecting with customers

(02:30) Bridging personal & corporate brands

(03:00) Wrapping up and takeaways

Straight to Voicemail is for CMOs, CEOs, and Heads of Marketing in B2B tech who want insights from the people who’ve been there. Each episode centers on one big question answered like a voicemail you’ll want to play again.

Don’t miss this conversation! Follow Straight to Voicemail and explore our big little wins newsletter for more B2B content strategy insights. https://shareyourgenius.com/blog/

Follow Amanda Smith on LinkedIn
https://www.linkedin.com/in/amanda-alexander-smith/

Follow Anne Murlowski on LinkedIn

https://www.linkedin.com/in/annemurlowski/

Claravine https://www.claravine.com/

B2B buyers aren’t following a straight path anymore.

Many marketers still rely on traditional SEO, websites, and review pages to capture attention, but today’s buyers are increasingly turning to AI and LLMs to compare their options and validate their decisions. This shift creates a critical question for modern organizations: how do you get discovered when your audience’s first stop isn’t Google, but a machine-powered assistant?

In this episode of Straight to Voicemail, Amanda Smith hears from Sydney Sloan, Chief Marketing Officer at G2, to break down the practical steps organizations can take to stay visible in the age of AI. Sydney shares practical advice on Answer Engine Optimization, leveraging user-generated content, and building content workflows that align with how buyers actually research today.

You’ll learn:

• How the B2B buyer journey is changing in an AI-first world
• Practical strategies to improve discoverability
• How to create content workflows that combine human insight with AI efficiency

Jump into the conversation:

(00:00) The changing buyer journey

(02:00) Introduction to Answer Engine Optimization (AEO)

(03:00) Content engineering and Human-AI collaboration

(04:00) Leveraging user-generated content

(04:40) Bonus rips and website optimization

Straight to Voicemail is for CMOs, CEOs, and Heads of Marketing in B2B tech who want insights from the people who’ve been there. Each episode centers on one big question answered like a voicemail you’ll want to play again.

Don’t miss this conversation! Follow Straight to Voicemail and explore our big little wins newsletter for more B2B content strategy insights. https://shareyourgenius.com/blog/

Follow Amanda Smith on LinkedIn
https://www.linkedin.com/in/amanda-alexander-smith/

Follow Sydney Sloan on LinkedIn

https://www.linkedin.com/in/sydsloan/

G2 https://www.g2.com/

Successful account managers don’t push harder. They listen better.

Too often, account managers rely on territory knowledge, product expertise, or years of experience to close deals, but that’s only half the equation. Real impact isn’t about what you know, it’s about how you show up. So, how can account managers drive results that are truly meaningful, both for their clients and their business?

In this episode of Straight to Voicemail, Amanda Smith hears from Cassandra Farr, SVP and Head of Enterprise Strategic Solutions at Philips, about the areas account managers should prioritize to succeed. Cassandra shares how leading with curiosity not only strengthens customer relationships but also unlocks measurable business outcomes.

You’ll learn:

• Why curiosity is the starting point for every successful enterprise relationship
• How connection turns account executives into trusted partners, not vendors
• What “closing” really means and how to guide customers to make confident decisions

Jump into the conversation:

(00:00) Why top account executives win based on presence, not product or territory

(01:00) The role of curiosity in understanding your customer

(02:00) The airplane story that shows how fast real connection can be built

(03:30) Why “Always Be Closing” falls short and what to focus on instead

(04:15) Breaking down the three Cs: curiosity, connection, and closing in practice

(05:00) How to move from vendor status to becoming a true trusted partner

Straight to Voicemail is for CMOs, CEOs, and Heads of Marketing in B2B tech who want insights from the people who’ve been there. Each episode centers on one big question answered like a voicemail you’ll want to play again.

Don’t miss this conversation! Follow Straight to Voicemail and explore our big little wins newsletter for more B2B content strategy insights. https://shareyourgenius.com/blog/

Follow Amanda Smith on LinkedIn
https://www.linkedin.com/in/amanda-alexander-smith/

Follow Cassandra Farr on LinkedIn

https://www.linkedin.com/in/cassandra-farr-586784/

Philips http://www.philipsmedicalcapital.com/

The fastest way to fail as a fractional leader is trying to fix everything.

More and more companies are leaning on fractional and contract leaders to bring senior expertise. But with limited time, leaders must quickly grasp the culture, decode the business, and drive change almost instantly. So, how exactly can they deliver impact when time is short?

In this episode of Straight to Voicemail, Adam Sockel hears from Patrick Elliott, Founder and CMO at Four Cross GTM, to explore the core qualities that enable fractional and contract leaders to deliver fast results without compromising quality. Patrick emphasizes that rather than trying to do everything, leaders should focus on the few levers that create immediate, meaningful business impact.

You’ll learn:

• How to make an immediate impact as a fractional leader without a long onboarding
• The three traits that separate effective fractional operators from the rest
• How to identify and prioritize the few growth drivers that actually move the business

Jump into the conversation:

(00:00) Why fractional leaders are expected to deliver fast

(01:00) The three traits every effective fractional leader needs

(03:00) How to run fast, effective discovery using proven frameworks

(05:00) The three growth drivers to prioritize first

(07:00) How to work within company culture and build trust quickly

Straight to Voicemail is for CMOs, CEOs, and Heads of Marketing in B2B tech who want insights from the people who’ve been there. Each episode centers on one big question answered like a voicemail you’ll want to play again.

Don’t miss this conversation! Follow Straight to Voicemail and explore our big little wins newsletter for more B2B content strategy insights. https://shareyourgenius.com/blog/

Follow Adam Sockel on LinkedIn
https://www.linkedin.com/in/adam-sockel/

Follow Patrick Elliott on LinkedIn

https://www.linkedin.com/in/pfelliott/

Four Cross GTM https://www.fourcrossadvisory.com/

If your brand sounds like everyone else, you’ve already lost. In a digital landscape defined by noise, speed, and AI-generated conformity, attention is easy to buy, but trust is not. Differentiation isn’t just a creative choice anymore, it’s a business imperative. So how do media brands enable companies to stand out and earn trust where it matters most?

In this episode of Straight to Voicemail, Rachel Elsts Downey hears from Cliff Simon, CEO and Founder at Polaris Ops, to explore how media brands help companies establish authenticity and credibility through consistent, thoughtful content. Cliff argues that quality engagement beats sheer scale, proving that connection matters more than attention.

You’ll learn:

• Why media brands stand out in an AI-saturated market
• How strong POV and consistency build trust before the sales cycle
• Why engagement quality matters more than views or attribution

Jump into the conversation:

(00:00) Why media brands matter now
(00:45) Authenticity in a world of AI-generated content
(01:15) Standing out with a distinct voice and perspective
(01:45) Media as a long-term brand moat
(02:05) The consumerization of B2B buying
(02:35) People buy from people
(02:55) The challenge of measuring media ROI
(03:20) Signals that your content is actually working
(03:45) Why engagement matters more than scale

Straight to Voicemail is for CMOs, CEOs, and Heads of Marketing in B2B tech who want insights from the people who’ve been there. Each episode centers on one big question answered like a voicemail you’ll want to play again.

Don’t miss this conversation! Follow Straight to Voicemail and explore our big little wins newsletter for more B2B content strategy insights. https://shareyourgenius.com/blog/

Follow Rachel Elsts Downey on LinkedIn
https://www.linkedin.com/in/rachelelstsdowney/

Follow Cliff Simon on LinkedIn

https://www.linkedin.com/in/cliff-simon/

Polaris Ops https://www.linkedin.com/company/polaris-ops/

Most people don’t lack ambition; they lack alignment. Too often, personal and professional growth are treated as separate paths. People spend years climbing the corporate ladder while neglecting their personal foundations, only to end up stuck in an unfulfilling cycle of work and responsibilities. So how can leaders bring their personal and professional goals into alignment?

In this episode of Straight to Voicemail, Adam Sockel hears from Joe Whetstone, Founder of STRIVE, to explore how leaders can design lives and careers that are purposeful, balanced, and deeply fulfilling. Joe shares why meaningful careers emerge not from relentless hustle but from intentionally shaping your life around what truly matters.

You’ll learn:

• How personal priorities directly impact professional performance and long term success
• A simple framework for defining your own life pillars and making them actionable
• How to set purpose driven goals that keep you accountable and aligned over time

Jump into the conversation:

(00:00) Why personal and professional growth are deeply connected

(01:00) The turning point at 40 and redefining what matters

(02:00) Building your personal pillars and living with intention

(03:00) The idea behind STRIVE and its core values

(04:00) Creating purpose driven goals with the 40 in my forties concept

(05:00) Accountability, community, and sustained growth

Straight to Voicemail is for CMOs, CEOs, and Heads of Marketing in B2B tech who want insights from the people who’ve been there. Each episode centers on one big question answered like a voicemail you’ll want to play again.

Don’t miss this conversation! Follow Straight to Voicemail and explore our big little wins newsletter for more B2B content strategy insights. https://shareyourgenius.com/blog/

Follow Adam Sockel on LinkedIn
https://www.linkedin.com/in/adam-sockel/

Follow Joe Whetstone on LinkedIn

https://www.linkedin.com/in/joe-whetstone-71a32235/

STRIVE https://striveonward.com/

Personal branding without personal growth is just performance. Too many businesses mistake visibility for influence, skipping the internal work that creates true differentiation. In a world where everyone operates from the same baseline, standing out requires clarity, depth, and alignment, and yet most brands never get there. So what exactly are the common misconceptions businesses have about personal branding?

In this episode of Straight to Voicemail, Adam Sockel sits down with Ashley Schroeder, Co-Founder and President at Loob, to unpack what it really takes to build an authentic personal brand. Ashley explains that it all begins with a solid foundation, starting with understanding who you are, who you serve, the impact you want to make, and the values that guide you.

You’ll learn:

• Why personal branding without personal growth turns into performance instead of differentiation
• The difference between visibility and a true personal brand and why most people get it wrong
• How defining your why and values becomes the foundation for standing out and guiding your business

Jump into the conversation:

(00:00) Why personal branding is widely misunderstood

(01:00) The biggest misconception about personal branding

(01:45) Why platforms and visibility are not the foundation

(02:10) The role of purpose and values in standing out

(02:40) Why everything feels like a commodity today

(03:00) Simplifying brand strategy into something actionable

(03:20) Showing up authentically without performing

Straight to Voicemail is for CMOs, CEOs, and Heads of Marketing in B2B tech who want insights from the people who’ve been there. Each episode centers on one big question answered like a voicemail you’ll want to play again.

Don’t miss this conversation! Follow Straight to Voicemail and explore our big little wins newsletter for more B2B content strategy insights. https://shareyourgenius.com/blog/

Follow Adam Sockel on LinkedIn
https://www.linkedin.com/in/adam-sockel/

Follow Ashley Schroeder on LinkedIn

https://www.linkedin.com/in/schroederashley/

Loob https://www.loobitup.com/