Marketing attribution is getting messier as AI changes how buyers discover, research, and evaluate brands. Emily Popson, SVP of Marketing at CallRail, explains how marketing leaders can connect their strategy to revenue even when traditional first-touch and last-touch attribution no longer tell the whole story.

Lori Jones and Emily explore a hybrid approach to marketing attribution that combines software-based data with self-reported attribution, conversational intelligence, AI, and customer signals. The goal is not to find one perfect attribution tool. It is to build a clearer picture of the buying journey and show how the overall marketing strategy influences customers and revenue.

And don't forget! You can crush your marketing strategy with just a few minutes a week by signing up for the StrategyCast Newsletter. You'll receive weekly bursts of marketing tips, clips, resources, and a whole lot more. Visit https://strategycast.com/ for more details.

==Let's Break It Down==

• 01:30 Emily Popson’s path from law school plans to marketing
• 03:32 Why attribution is changing, not dying
• 06:54 Moving beyond first-touch and last-touch attribution
• 08:11 Combining self-reported and software-based attribution
• 10:37 Using AI to uncover hidden customer signals
• 12:43 Why customer belief matters in the marketing funnel
• 13:07 How CallRail used AI and direct mail to build belief
• 16:16 Using Clay and Pendo in a modern marketing tech stack
• 18:16 The marketing metrics that still matter most
• 20:42 Why marketers need a voice in lead handling
• 22:14 Using conversational AI across marketing and sales
• 24:56 How marketers should approach measurement in 2027
• 25:28 The case for "hybrid plus plus plus attribution"
• 27:27 Creating an AI-multiplied marketing team
• 29:21 Building credibility and reducing buyer uncertainty

==Where You Can Find Us==

1. Website: https://strategycast.com/
2. Instagram: https://www.instagram.com/strategy_cast/
3. Facebook: https://www.facebook.com/strategycast

==Leave a Review==
Hey there, StrategyCast fans!
If you've found our tips and tricks on marketing strategies helpful in growing your business, we'd be thrilled if you could take a moment to leave us a review on Apple Podcasts. Your feedback not only supports us but also helps others discover how they can elevate their business game!

AI can make marketing faster, but it cannot fix weak decision-making. In this episode of StrategyCast, Lori Jones talks with Oversight CMO Jeff Chancellor about why marketing leadership in the AI era depends on trust, systems thinking, and the operating discipline behind the technology.

As AI moves from experimentation into everyday business infrastructure, marketing leaders face a bigger challenge than choosing the right tools. They need to build organizations where people can trust AI-driven recommendations, understand how decisions are made, and use technology without losing accountability. Jeff explains why the modern CMO is becoming an architect of decision quality and why organizations with stronger operating systems may have the real competitive advantage.

And don't forget! You can crush your marketing strategy with just a few minutes a week by signing up for the StrategyCast Newsletter. You'll receive weekly bursts of marketing tips, clips, resources, and a whole lot more. Visit https://strategycast.com/ for more details.

==Let's Break It Down==

• 02:03 Jeff Chancellor’s Approach to Marketing Leadership
• 04:51 Moving Beyond AI Experimentation
• 06:48 When AI Becomes Business Infrastructure
• 08:11 Why Trust Is a Competitive Advantage
• 11:20 Transparency and Explainable AI
• 13:44 How the CMO Role Is Changing
• 15:23 Systems Thinking for Marketing Leaders
• 18:01 Five Foundations for Scaling AI
• 20:44 Balancing AI Speed With Responsibility
• 22:58 Marketing’s Role in Decision Quality
• 24:58 AI and One-to-One Buyer Journeys
• 27:06 The Leadership Responsibility That Matters Most
• 28:33 Closing Thoughts

==Where You Can Find Us==

1. Website: https://strategycast.com/
2. Instagram: https://www.instagram.com/strategy_cast/
3. Facebook: https://www.facebook.com/strategycast

==Leave a Review==
Hey there, StrategyCast fans!
If you've found our tips and tricks on marketing strategies helpful in growing your business, we'd be thrilled if you could take a moment to leave us a review on Apple Podcasts. Your feedback not only supports us but also helps others discover how they can elevate their business game!

AI is changing how B2B buyers research, evaluate, and choose vendors. As automation and AI-generated content become more common, trust, community, and authentic human relationships are becoming the real competitive advantage.

In this episode of StrategyCast, Lori Jones sits down with Carter Hostelley, founder of Leadtail, to explore why community-driven marketing, advocacy, and credibility matter more than ever. They discuss how buyer behavior is evolving, why traditional demand generation is losing effectiveness, and how marketers can build brands that buyers actually trust in an AI-first world.

And don't forget! You can crush your marketing strategy with just a few minutes a week by signing up for the StrategyCast Newsletter. You'll receive weekly bursts of marketing tips, clips, resources, and a whole lot more. Visit https://strategycast.com/ for more details.

==Let's Break It Down==

• 01:42 Carter's journey into social media and community building
• 05:31 Why marketers don't control the brand anymore
• 07:04 Community, advocacy, and the future of B2B marketing
• 08:56 How AI is changing buyer behavior and decision making
• 11:20 Authenticity versus AI-generated content
• 14:00 Why advocacy beats traditional demand generation
• 17:55 Building community by adding value first
• 23:03 Why LinkedIn is becoming the new email
• 31:00 LinkedIn newsletters, events, and articles that marketers overlook
• 36:25 What successful B2B marketers will do over the next five years
• 38:29 Final advice and where to connect with Carter

==Where You Can Find Us==

1. Website: https://strategycast.com/
2. Instagram: https://www.instagram.com/strategy_cast/
3. Facebook: https://www.facebook.com/strategycast

==Leave a Review==
Hey there, StrategyCast fans!
If you've found our tips and tricks on marketing strategies helpful in growing your business, we'd be thrilled if you could take a moment to leave us a review on Apple Podcasts. Your feedback not only supports us but also helps others discover how they can elevate their business game!

Most companies think growth comes from better marketing. In reality, the right strategic partnerships can build buyer trust, strengthen credibility, and accelerate revenue in ways marketing alone cannot.

In this episode of StrategyCast, Lori Jones sits down with Fabian Eckstrom-French, Director of Partner Development at Guru, to explore how strategic alliances create competitive advantage far beyond co-marketing. Fabian shares why partnerships should be viewed as business growth strategies, how they generate market intelligence, and why borrowed credibility can shorten sales cycles while increasing buyer confidence.

And don't forget! You can crush your marketing strategy with just a few minutes a week by signing up for the StrategyCast Newsletter. You'll receive weekly bursts of marketing tips, clips, resources, and a whole lot more. Visit https://strategycast.com/ for more details.

==Let's Break It Down==

• 01:50 Fabian's journey into partnership strategy
• 03:52 Looking beyond co-marketing to strategic growth
• 05:46 Where partnerships belong inside an organization
• 08:39 Using alliances to create competitive differentiation
• 11:33 Strategic partnerships beyond the technology industry
• 13:24 Why partnerships are a powerful source of market intelligence
• 17:33 Borrowed credibility and enterprise growth
• 19:15 Partnership strategies that deliver the biggest return
• 22:21 A partnership lesson that didn't go as planned
• 27:02 AI, human relationships, and the future of alliances
• 29:08 The biggest partnership opportunities leaders overlook
• 30:36 How alliances accelerate trust and shorten sales cycles
• 31:54 Why strategic alliances are becoming trust accelerators
  
  

==Where You Can Find Us==

1. Website: https://strategycast.com/
2. Instagram: https://www.instagram.com/strategy_cast/
3. Facebook: https://www.facebook.com/strategycast

==Leave a Review==
Hey there, StrategyCast fans!
If you've found our tips and tricks on marketing strategies helpful in growing your business, we'd be thrilled if you could take a moment to leave us a review on Apple Podcasts. Your feedback not only supports us but also helps others discover how they can elevate their business game!

AI can help marketers move faster, but if it comes at the expense of authenticity and trust, it could do more harm than good.

In this episode of StrategyCast, Lori Jones sits down with John Golden, Chief Marketing and Strategy Officer at Coevera, to discuss why trust is becoming the most valuable competitive advantage in modern marketing. They explore how AI is changing the way brands communicate, why buyers are becoming more skeptical, and how marketers can use AI to increase efficiency without losing the human relationships that drive growth.

And don't forget! You can crush your marketing strategy with just a few minutes a week by signing up for the StrategyCast Newsletter. You'll receive weekly bursts of marketing tips, clips, resources, and a whole lot more. Visit https://strategycast.com/ for more details.

==Let's Break It Down==

• 03:38 Starting a career in Sweden
• 01:47 John's journey through technology disruption and AI
• 04:36 Why marketers should lead AI transformation
• 08:16 Trust vs. efficiency, where brands get AI wrong
• 10:13 Why consumers remain skeptical of AI
• 14:05 Revenue networks and modern B2B buying
• 15:53 Personalizing marketing for buying committees
• 18:24 Why marketers should verify AI instead of blindly trusting it
• 20:20 Using AI without sacrificing authenticity
• 22:01 Authentic thought leadership in the AI era
• 25:09 Aligning internal culture with external brand trust
• 27:33 Consistency across every customer touchpoint
• 31:23 Why trust will define marketing in 2027
• 34:10 Smart people using smart AI is the real competitive advantage
  
  

==Where You Can Find Us==

1. Website: https://strategycast.com/
2. Instagram: https://www.instagram.com/strategy_cast/
3. Facebook: https://www.facebook.com/strategycast

==Leave a Review==
Hey there, StrategyCast fans!
If you've found our tips and tricks on marketing strategies helpful in growing your business, we'd be thrilled if you could take a moment to leave us a review on Apple Podcasts. Your feedback not only supports us but also helps others discover how they can elevate their business game!

Brand strategy is changing. The brands creating lasting growth are not just running campaigns; they are building movements that people want to join.

In this episode of StrategyCast, Lori Jones sits down with movement marketing pioneer Scott Goodson, founder of StrawberryFrog, to explore why movement thinking is replacing traditional advertising and how organizations of any size can rally customers, employees, and communities around a shared idea. Through real-world examples from IKEA, Pampers, Visa, Smart Car, Northwell Health, Mahindra, and FourLeaf Credit Union, Scott explains how the world's most successful brands create cultural momentum that drives long-term business growth.

And don't forget! You can crush your marketing strategy with just a few minutes a week by signing up for the StrategyCast Newsletter. You'll receive weekly bursts of marketing tips, clips, resources, and a whole lot more. Visit https://strategycast.com/ for more details.

==Let's Break It Down==

• 03:38 Starting a career in Sweden
• 08:08 Modernizing home decor trends
• 12:09 Debating Purpose-Driven Brand Missions
• 15:04 Working with Scandinavian brands
• 18:51 Post-recession organizational focus
• 21:14 Creating a brand movement
• 23:16 Launching the Rise movement
• 26:15 Identifying market trends and culture
• 30:51 Launching Money Like a Woman
• 35:23 Tapping into public frustrations
• 38:07 Embracing AI for business growth
• 40:01 Expanding Marketing with AI
• 43:11 Laurie expresses gratitude
  
  

==Where You Can Find Us==

1. Website: https://strategycast.com/
2. Instagram: https://www.instagram.com/strategy_cast/
3. Facebook: https://www.facebook.com/strategycast

==Leave a Review==
Hey there, StrategyCast fans!
If you've found our tips and tricks on marketing strategies helpful in growing your business, we'd be thrilled if you could take a moment to leave us a review on Apple Podcasts. Your feedback not only supports us but also helps others discover how they can elevate their business game!

Most buyers no longer trust marketing claims at face value. They investigate, compare, and verify before they believe. In this solo episode of StrategyCast, Lori Jones explains the four layers of proof that help brands build buyer trust in an increasingly skeptical marketplace.

As AI makes content easier to create, unsupported claims are losing value. Buyers now examine leadership behavior, customer experiences, thought leadership, consistency, and visible expertise before they speak with a sales team. The brands that stand out will not simply make stronger claims. They will make their credibility easier to observe.

And don't forget! You can crush your marketing strategy with just a few minutes a week by signing up for the StrategyCast Newsletter. You'll receive weekly bursts of marketing tips, clips, resources, and a whole lot more. Visit https://strategycast.com/ for more details.

==Let's Break It Down==

• 00:00 Introduction and 600th episode milestone
• 03:31 Understanding the trust shift
• 08:44 Evolving role of proof in marketing
• 10:00 Limitations of borrowed proof
• 15:37 Future of Marketing Trends
• 17:13 Developing a trust architecture framework
• 20:01 Closing thoughts and contact info

==Where You Can Find Us==

1. Website: https://strategycast.com/
2. Instagram: https://www.instagram.com/strategy_cast/
3. Facebook: https://www.facebook.com/strategycast

==Leave a Review==
Hey there, StrategyCast fans!
If you've found our tips and tricks on marketing strategies helpful in growing your business, we'd be thrilled if you could take a moment to leave us a review on Apple Podcasts. Your feedback not only supports us but also helps others discover how they can elevate their business game!

Prompt engineering is useful, but it isn't the marketing skill that will define the future. In this episode, Lori Jones and Dan Nestle explain why strategic thinking, authority, and AI-powered research are becoming the real competitive advantage for modern marketers.

And don't forget! You can crush your marketing strategy with just a few minutes a week by signing up for the StrategyCast Newsletter. You'll receive weekly bursts of marketing tips, clips, resources, and a whole lot more. Visit https://strategycast.com/ for more details.

==Let's Break It Down==

• 01:56 Dan's marketing journey and building enterprise brands
• 04:41 How AI would have transformed marketing at Mitsubishi Heavy Industries
• 12:25 AI's biggest impact on content creation and research
• 15:15 Can AI shorten complex B2B sales cycles?
• 17:25 Using AI to improve organizational alignment
• 19:47 Competitive analysis in minutes instead of weeks
• 23:57 Rethinking audience segmentation with AI
• 26:57 Where marketers still misunderstand AI
• 29:04 Executive authority, thought leadership, and AI credibility
• 33:15 Building authority that AI can recognize
• 34:11 Final marketing lessons and key takeaways

==Where You Can Find Us==

1. Website: https://strategycast.com/
2. Instagram: https://www.instagram.com/strategy_cast/
3. Facebook: https://www.facebook.com/strategycast

==Leave a Review==
Hey there, StrategyCast fans!
If you've found our tips and tricks on marketing strategies helpful in growing your business, we'd be thrilled if you could take a moment to leave us a review on Apple Podcasts. Your feedback not only supports us but also helps others discover how they can elevate their business game!