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/