The million-dollar question right now is this: what separates memorable content from the growing flood of AI-generated marketing? That's exactly what this episode explores.

In this episode of The Marketing Share, Alec Cheung and Barb VanSomeren talk with David J. Ebner, founder of Content Workshop, about why human-led content is more important than ever in today's marketing landscape.

Throughout the conversation, David explains why the customer should always be the hero of the story, how marketers can use AI without sacrificing quality, and why producing more content isn't the same as creating better content.

He also shares practical advice on evaluating content quality, building AI workflows that actually work, adapting content strategies for AI search, and deciding what content should and shouldn't be gated.

If you've been wondering how content marketing is changing in the age of AI, or how your content can stand out in an ocean of sameness, this episode is for you.

Timestamps

00:00 Introduction to David J. Ebner and Content Workshop
02:00 From creative writing to content marketing
04:00 Why customers should be the hero of your story
07:00 What "story first marketing" actually means
09:00 How to recognize great content
12:00 Fighting the sea of AI generated content
16:00 The ROI conversation around AI and content teams
20:00 How marketers should really use AI
24:00 Building AI workflows that improve quality
26:00 Why more content doesn't mean better results
30:00 How AI search is changing content strategy
33:00 Should marketers still gate content?
39:00 Informational vs educational content
44:00 The most important lesson for marketers today
46:00 David's final advice and where to connect

🎧 Subscribe to The Marketing Share Podcast to get unfiltered conversations with marketing leaders about growth, strategy, and the future of digital.

Connect with our guest:
👉David J Ebner: https://www.linkedin.com/in/davidjebner/
👉 Content Workshop: https://contentworkshop.com/

Explore the video content of each podcast episode on YouTube

Want to be a guest on The Marketing Share Podcast? Send us your bio and proposed interview topic to marketingsharepodcast@gmail.com, and our Podcast Manager will get back to you.

Want to connect with Alec and Barb to talk all things marketing and how they can help you leverage the marketing wing of your organization?

Connect with Alec here
Connect with Barb here
Connect with Cinthya, Podcast Manager, here

Cheers.

What does it actually take for marketing to earn influence inside a business?

In this episode of The Marketing Share, Alec Cheung and Barb VanSomeren talk with Saurabh Kothari about one of the biggest challenges modern marketing leaders face: proving impact while building alignment across sales, product, and leadership teams.

Drawing from his experience leading marketing across enterprise organizations, agencies, and high-growth companies, Saurabh shares why marketing cannot operate in isolation anymore and why the best CMOs know how to combine data, storytelling, and persuasion to move the business forward.

The conversation explores the tension many marketers still feel with sales teams, why attribution alone rarely tells the full story, and how marketing leaders can better communicate their value internally.

They also unpack the balance between creativity and analytics in modern B2B marketing, what makes certain marketing leaders more influential than others, and why strong communication is often the difference between a marketing team that gets ignored and one that drives strategic decisions.

If you work in B2B marketing, lead generation, demand generation, or marketing leadership, this episode offers a practical look at how modern CMOs think about growth, influence, and business alignment.

Timestamps

00:00 Introduction
02:17 Meet Saurabh Kothari
05:12 Why marketing and sales often misalign
09:46 The challenge of proving marketing impact
14:03 The balance between creativity and data
18:27 Why persuasion matters in marketing leadership
22:41 Building stronger alignment across teams
27:18 What modern CMOs need to prioritize
31:54 The role of storytelling inside organizations
36:22 Why attribution alone is not enough
40:11 Final thoughts and advice for marketing leaders

🎧 Subscribe to The Marketing Share Podcast to get unfiltered conversations with marketing leaders about growth, strategy, and the future of digital.

Connect with our guest:
👉 Sourabh Kothari: https://www.linkedin.com/in/sourabhkothari/

Explore the video content of each podcast episode on YouTube

Want to be a guest on The Marketing Share Podcast? Send us your bio and proposed interview topic to marketingsharepodcast@gmail.com, and our Podcast Manager will get back to you.

Want to connect with Alec and Barb to talk all things marketing and how they can help you leverage the marketing wing of your organization?

Connect with Alec here
Connect with Barb here
Connect with Cinthya, Podcast Manager, here

Cheers.

What happens when marketing becomes responsible for everything, but doesn’t have the systems, workflows, or structure to keep up?

In this episode of The Marketing Share, Alec Cheung and Barb VanSomeren talk with Lisa Cole, CMO of 2X, about what modern marketing leadership actually looks like inside today’s B2B organizations.

Lisa has spent her career helping marketing teams transform from overwhelmed “order takers” into revenue-driving functions. After advising CMOs for more than 16 years and leading multiple marketing transformations herself, she now helps companies rethink how marketing work gets done in the age of AI.

The conversation explores why many marketing teams are still stuck in outdated operating models, how AI is changing both the buyer journey and the way campaigns are executed, and why workflows, not just tools, are becoming the real competitive advantage.

Lisa also shares practical frameworks for deciding what marketing teams should own internally, what can be outsourced, and where AI can actually create meaningful impact without creating more chaos.

If you’re leading marketing, building a team, or trying to figure out how AI fits into your organization beyond the hype, this episode is for you!

Timestamps

00:00 Introduction
02:55 Lisa’s path from sales to CMO leadership
05:45 Why marketers struggle with outsourcing
08:00 The growing complexity of modern marketing
11:10 From “order taking” to revenue-driving marketing
15:00 The hidden work consuming marketing teams
18:35 Why workflows matter more than org charts
21:15 How AI is reshaping marketing operations
24:05 The problem with “random acts of AI”
26:20 Lisa’s “Own, Outsource, Automate” framework
28:00 How AI is changing buyer behavior and search
30:45 The new importance of community and credibility
32:10 Why PR and thought leadership matter again
37:10 What companies misunderstand about AI costs
42:15 Where outsourcing and AI work best together
45:10 What 2X actually does for marketing teams

Explore the video content of each podcast episode on YouTube

Want to be a guest on The Marketing Share Podcast? Send us your bio and proposed interview topic to marketingsharepodcast@gmail.com, and our Podcast Manager will get back to you.

Want to connect with Alec and Barb to talk all things marketing and how they can help you leverage the marketing wing of your organization?

Connect with Alec here
Connect with Barb here
Connect with Cinthya, Podcast Manager, here

Cheers.