The episode explores how aligning sales, marketing, and product teams through a unified go-to-market narrative can drive better revenue outcomes and improve the customer experience. A. Lee Judge and Bruce Scheer discuss the importance of storytelling, internal alignment, and reducing friction in the buying journey to close more deals and retain customers.

• Defining and aligning around a go-to-market strategy
• The power of a unified sales and marketing narrative
• Challenges in measuring marketing and sales effectiveness
• The importance of buyer experience and reducing friction
• Being audacious and innovative in marketing leadership

Time Stamps
01:15 - Evolution of the podcast and guest introduction
04:20 - Defining go-to-market strategy
10:45 - Aligning internal teams through narrative
18:30 - Measuring success and revenue alignment
26:50 - The role of AI in research and decision-making
33:10 - The need for audacity in marketing
41:00 - The Value Pros mission and buyer experience
52:00 - Pro bono work and social impact

Main Takeaways

• A strong, unified narrative aligns teams and drives better go-to-market execution.
• 59% of B2B buying decisions are influenced by the buying experience, not just the product.
• Pipeline equals permission—consistent results give marketers the freedom to innovate.

Subscribe, share the episode, and connect with Bruce Scheer and Lee Judge on LinkedIn for more insights.

A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

This podcast is produced by Content Monsta - A leading producer of B2B Content.

Data is the foundation of effective AI implementation in marketing. Lee Judge and Todd Ervin explore how clean, structured data enables AI to drive segmentation, buyer journey mapping, and campaign optimization. They also discuss the importance of building brand awareness, aligning marketing with revenue goals, and using AI to enhance research and content creation.

• The critical role of clean data in powering AI for marketing
• Building brand awareness to drive top-of-funnel growth
• Creating dashboards and aligning metrics with revenue goals
• Understanding attribution models and sales cycles
• Using AI to accelerate research and content development

Time Stamps
00:00 - The Power of Data in AI & Marketing
00:41 - Host Introduction & Book Insights
02:27 - Recognizing Product Awareness Gaps at Primo Water
04:42 - Shifting Budget to Top of Funnel Awareness
07:04 - Connecting Awareness to Revenue & Gaining C-Suite Buy-In
08:02 - Measuring Brand Awareness: Tools & Strategies
11:19 - Tracking Brand Performance: Surveys, Sentiment, and More
16:36 - Building Effective, Cross-Functional Dashboards
19:57 - Attribution Models: First Touch vs. Last Touch
25:40 - Data Readiness for AI: Building the Foundation
28:23 - Using AI Internally & Delivering Value to Clients

Main Takeaways

• Without clean, structured data, AI cannot deliver meaningful insights or automation.
• Marketers must connect top-of-funnel awareness efforts to revenue to justify budget shifts.
• Start using AI internally to build organizational readiness before deploying it externally.

Subscribe and share this episode to help others align marketing, data, and AI for better results.

A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

This podcast is produced by Content Monsta - A leading producer of B2B Content.

The episode explores the evolving role of marketing in B2B organizations, emphasizing the need for marketers to take ownership of strategy, customer understanding, and collaboration with sales. Lee Judge and guest Mary Keough discuss the importance of customer-centric content, the limitations of attribution in modern marketing, and how marketers can adapt to AI and shifting buyer behaviors.

• Differences in marketing strategies across industries and personas
• The evolving role of AI and the importance of foundational marketing skills
• Challenges with attribution and the rise of dark social
• Effective sales and marketing alignment and communication
• Clarifying and redefining account-based marketing (ABM)

Time Stamps
01:10 - Introduction to Mary Keough and her marketing background
06:45 - Marketing to engineers vs software buyers
15:30 - The role of AI and the value of human insight
25:00 - Attribution challenges and dark social
35:20 - Sales and marketing alignment strategies
45:00 - Redefining ABM and leadership's role

Main Takeaways

• Marketing must take ownership of strategy and not rely solely on sales to drive initiatives.
• AI is a powerful tool, but it requires human expertise to ensure accuracy and relevance.
• True ABM success requires cross-functional alignment and leadership buy-in.

Subscribe and share this episode to help others improve their marketing and sales alignment.

A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

This podcast is produced by Content Monsta - A leading producer of B2B Content.

The episode explores how AI is reshaping the landscape of SEO and digital marketing, urging marketers to shift from traditional keyword strategies to relevance and intent-based content creation. A. Lee Judge and Dale Bertrand discuss the importance of building content that resonates with human audiences while adapting to AI-driven search environments, emphasizing the need for marketers to align their efforts with business outcomes rather than vanity metrics.

• Transition from traditional SEO to future-focused, AI-driven strategies
• Importance of relevance and intent in content creation
• Challenges of aligning marketing metrics with business goals
• Building brand visibility in AI conversations and search everywhere optimization
• Educating leadership and adapting marketing roles to evolving expectations

Time Stamps
01:10 - Difference between content creators and business-focused marketers
04:30 - Introduction to future-focused SEO
10:15 - Shift from inbound marketing to AI-driven discoverability
18:45 - Importance of relevance in AI conversations
25:00 - Defining and targeting search intent
32:20 - Redefining quality vs quantity in content
40:00 - Metrics that matter in the AI era
50:10 - Educating leadership on new marketing KPIs
58:00 - Final thoughts on the evolving role of marketers

Main Takeaways

• Marketers must shift from keyword targeting to intent targeting to stay relevant in AI-driven search.
• Vanity metrics like likes and traffic are less meaningful than customer acquisition and revenue impact.
• Marketing success now depends on educating leadership and aligning content with business outcomes.

Subscribe and share this episode to help others navigate the future of SEO and marketing.

A. Lee Judge is the host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

This podcast is produced by Content Monsta - Content Monsta specializes in podcast production and innovative remote video production, empowering businesses to create professional content and achieve their marketing goals.

Jennifer Jurgens, CEO of 1BoldStep, shares how to reframe marketing as a core revenue function by focusing on measurable outcomes, fixing funnel bottlenecks, and driving customer retention.

From aligning with sales to applying Lean principles across the revenue cycle, Jennifer explains what it really takes to prove marketing’s value and earn a permanent seat at the table.

Conversation points:

• Why the marketing-to-sales handoff is where growth stalls
• The bowtie funnel: A smarter model for modern B2B
• How to prioritize content by identifying the biggest revenue gaps
• Why marketers must stop chasing leads and start solving sales problems
• What execs need to hear before they slash your budget
• How to align sales, marketing, and customer success for continuous improvement

00:00 - Why Retention Beats Acquisition: Revenue After The First Sale
00:57 - Introducing Jennifer Jurgens: Revenue-First Marketing Advocate
01:25 - Shifting Focus: From Marketing Metrics to Revenue Metrics
04:19 - The Long Game: Content Marketing & Sales Alignment
07:30 - Setting Realistic ROI Expectations for Content and Social
10:35 - Rethinking the Funnel: The Modern, Nonlinear Customer Journey
13:54 - Funnels, Side Doors & Buying Committees: Understanding Customer Behavior
15:36 - The Bow Tie Funnel: Cross-Sell, Upsell, and Retention
18:01 - The Pivot to Lean: Optimizing the Entire Revenue Cycle
20:41 - Building the Machine: Managing Expectations & Creating Sustainable Growth
24:17 - Sales & Marketing Alignment: Best Practices and Communication Protocols
27:44 - Where to Connect with Jennifer Jurgens & Final Thoughts

A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

This podcast is produced by Content Monsta - A leading producer of B2B Content.

In this special internal episode, A. Lee Judge and Marc Raco from Content Monsta unpack how companies can build content engines that deliver consistent visibility, authority, and demand—without burning out their teams.

They reveal why framing matters when selling marketing initiatives internally, how to build a content engine from expert conversations, resulting in multiple formats and a steady cadence of content creation.

Conversation points:

• The difference between a content engine and a visibility engine
• Why “raw material” is your most valuable marketing asset
• Get budget! How to frame marketing projects around benefits, not features
• Strategies for turning one conversation into dozens of content assets
• Why regular cadence (like podcasts) builds consistency and momentum

0:00 - Intro: Framing the Conversation on Content Engines
0:42 - What is a Content Engine? Evolution of Content Strategy
2:37 - Content Engine vs. Visibility Engine: Defining Your Mission
5:07 - Real-World Example: Leveraging Expert Interviews
8:17 - Naming & Framing Raw Content: Getting Internal Buy-In
10:53 - Selling Content Creation Internally: Focus on Benefits, Not Features
14:10 - Building Output: Multi-Format Content from a Single Session
18:08 - Shifting Mindsets: From “We Want a Podcast” to Content Ecosystem
20:09 - Repurposing Content: Long-Form, Mid-Form, Shorts, Podcasts, and Articles
21:40 - The Value of Cadence: Keeping the Engine Running
23:55 - Capture What You’re Already Doing: Internal Conversations as Content
25:32 - Final Advice: Framing Content Engines for Approval & Success

A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

This podcast is produced by Content Monsta - A leading producer of B2B Content.

Pam Didner, B2B marketing expert and author of The Modern AI Marketer, joins A. Lee Judge to break down why prompting, automation, and AI-driven workflows are now critical for marketers.

She shares practical frameworks for individuals, teams, and enterprises - and explains why focusing on workflows (not tools) is the key to staying competitive.

If you want real-world strategies to future-proof your marketing career in an AI-first world, this conversation is essential.

Conversation points:

• Why prompting is now a core skill for marketers (not just a tech thing)
• How to automate repetitive marketing tasks with AI
• Scaling AI across marketing teams without creating chaos
• Why chasing AI news headlines wastes time, and what to focus on instead
• How Copilot, ChatGPT, and enterprise AI tools fit into future workflows
• Practical frameworks for evolving your marketing career with AI

0:00 - The AI News Overload & Introduction to Guest Pam Didner
1:51 - Pam's New Book: AI for the Modern Marketer
3:46 - B2B Focus & Who the Books Are For
4:39 - Is Prompting Now a Core Marketing Skill?
5:20 - Will Prompt Engineering Become a Marketing Job?
8:12 - Scaling AI in Marketing: Individual, Team, and Enterprise Levels
12:40 - Frameworks for Implementing AI & Marketing Workflow Automation
15:41 - Automating Repetitive Tasks vs. Human Creativity
19:25 - How to Keep Up (or Not) with the Rapid Pace of AI
24:08 - Copilot vs. Other LLMs: Enterprise AI Tool Choices
28:26 - Final Book Overview & Where to Connect with Pam

A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

This podcast is produced by Content Monsta - A leading producer of B2B Content.

Best-selling author Mark Schaefer shares how marketers can thrive in AI by leaning into what machines can’t replicate: creativity, community, and courage.

Drawing from his latest book Audacious, Mark breaks down how to create standout content, build trust through word-of-mouth, and foster shared experiences that make your brand unforgettable.

It’s about finding your edge as a human.

Conversation points:

• Why “competence” is the most dangerous place to be
• The 3 ways to disrupt your marketing story (without a huge budget)
• How to create content that feels like art—not just output
• Why word-of-mouth is your most overlooked growth strategy
• What “collective effervescence” means—and how it builds community
• How boldness, personal brand, and belonging keep marketers irreplaceable

00:00 - The Power of Word-of-Mouth & Why It's Overlooked
00:32 - Why "Boring" Marketing is the Default
01:33 - Overcoming Fear & Pushing the Limits in Marketing
03:35 - Disruptive Marketing: Standing Out with Small Budgets
05:12 - Case Studies: Telling Stories in New Places
06:26 - Disrupting the Narrative & Breaking Marketing Taboos
07:15 - The Decline of Trust in Brands & The Rise of Word-of-Mouth
10:32 - Creating Shared Experiences & Collective Effervescence
13:31 - The Loss of Shared Culture & Music as a Metaphor
15:39 - How AI is Shaping Content Bubbles (and Business Opportunity)
18:04 - Human Connection, Art, and Content in an AI World
22:39 - Community, Personal Branding, and Belonging
28:43 - Measuring Audacious Marketing & Creating Impact
33:13 - Wrap Up: Key Takeaways, Mark’s Books, and Where to Connect

A. Lee Judge is the creator and host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

This podcast is produced by Content Monsta - A leading producer of B2B Content.