The Marketing Front Lines

The Founder Whisperer: A Marketing Leader's Guide to Technical CEOs

In this episode of The Marketing Front Lines, Linda Watkins, SVP of Marketing at Edge Impulse, unpacks her playbook for scaling developer marketing and experimenting with AI-driven content strategies. Through a combination of high-impact webinars, integrated developer relations, and strategic AI experimentation, her team has built a comprehensive marketing engine that drives both technical adoption and business growth. By focusing on authentic developer engagement while embracing emerging AI tools, Edge Impulse has created a marketing approach that resonates deeply with their technical audience while staying ahead of industry trends.
Topics Discussed:
Building high-engagement webinar programs that attract thousands
Integrating developer relations into marketing strategy
Implementing effective experimentation frameworks
Managing and influencing technical founders
Leveraging AI tools in B2B marketing
Creating authentic developer-focused content
Balancing PLG and enterprise go-to-market motions
 
Lessons For B2B Tech Marketers:
Master High-Impact Webinar Programs: Edge Impulse scaled their webinars to 3,000+ registrants by focusing on guest speakers (90% of sessions), consistent monthly cadence, and active audience engagement through polls, live Q&A, and moderated chat. This proves webinars can still drive significant results when reimagined for technical audiences.
Structure Marketing Teams for Developer Success: By integrating DevRel under marketing, Edge Impulse created unified messaging across all developer touchpoints. Their 10-person team splits between core marketing and developer relations, enabling comprehensive programs from documentation to university outreach while maintaining consistent strategy.
Create Multi-Tiered Developer Programs: Their three-pronged approach includes a university program for students, an expert network that pays power users for content, and an engaged community forum. This comprehensive strategy builds both immediate adoption and long-term developer mindshare.
Navigate Founder Relationships Strategically: Rather than forcing immediate decisions, plant strategic seeds early and return to important initiatives multiple times as context evolves. Frame discussions around founder priorities and build credibility through measured success rather than theoretical arguments.
Experiment with AI Tools Systematically: Edge Impulse is testing multiple AI applications including Notebook AI for content generation from documentation, HubSpot Breeze for marketing automation, and Kalos for ad spend optimization. Their approach focuses on augmenting successful programs rather than replacing them.
Build Bottom-Up and Top-Down Motion: Combine professional developer outreach through technical content and enterprise sales with student engagement through university programs. Supplement with expert network activation for authentic community content and strong documentation for organic discovery.
 
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Sponsors:
Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.
www.FrontLines.io
The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. 
www.GlobalTalent.co

Zero to 50 Episodes: Turning a Niche B2B Podcast into Deal Flow

In this episode of The Marketing Front Lines, we speak with Don Halliwell, Head of Marketing at TrustLayer, who is reimagining B2B PR and media relations for the digital age. Drawing from his experience managing communications during BlackBerry's transformation from an 81% market share leader to its pivot into cybersecurity, Don shares how he's now building influence in the niche insurance tech space. At TrustLayer, he's pioneering a hybrid approach that combines traditional trade media relationships with owned media platforms, helping the company grow from a broker-focused channel strategy to a successful dual-channel model with 40% direct business.
Topics Discussed:
Evolving PR strategies from enterprise to startup environments
Building authentic relationships with trade publications
Launching and scaling successful B2B podcasts
Managing corporate communications during market transitions
Developing effective news response frameworks
Creating owned media platforms in niche markets
 
Lessons for B2B Tech Marketers:
Reimagine PR for the Startup Environment: Don stripped enterprise PR tactics down to core principles, discovering that direct journalist relationships often outperform agency relationships in niche markets. His team achieved consistent trade media coverage by treating journalists as domain experts rather than distribution channels, leading to stronger story development and more authentic coverage.
Transform Your Podcast into a Business Development Tool: TrustLayer's "Brick by Brick" podcast grew from 0 to 600 baseline listeners in their niche market by treating it as a relationship-building platform. They leverage the show to connect with potential customers, turning sales prospects into podcast guests and creating natural conversation opportunities that build trust before any sales discussion.
Build Influence Through Trade Publication Dominance: Rather than chasing mainstream business media coverage, Don's team focused on dominating insurance trade publications, where their target audience consistently engages. This focused approach helped them build credibility with risk managers and insurance brokers, leading to stronger channel partnerships and direct customer relationships.
Create Multi-Purpose Content Through Executive Storytelling: Instead of filtering executive communications through agencies, Don positions company leaders in direct conversation with journalists, creating authentic dialogue that generates both immediate coverage and content for owned channels. This approach has resulted in a 60% increase in thought leadership opportunities.
Leverage Event Press Credentials Strategically: The team uses their podcast platform to secure press passes at industry events, enabling them to conduct on-site interviews while gathering competitive intelligence. This dual-purpose approach maximizes their event ROI while creating valuable content for their audience.
Develop a Framework for News Response Opportunities: Rather than chasing every trending topic, TrustLayer evaluates news-jacking opportunities through their audience's perspective. They gather cross-functional input on trending topics and only engage when they can add meaningful perspective to the conversation, maintaining credibility while building share of voice.
 
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Sponsors:
Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.
www.FrontLines.io
The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. 
www.GlobalTalent.co

Selling AI in Healthcare: Beyond the Buzzwords with Michael Chang, Director of Marketing at ArteraAI

In this episode of The Marketing Front Lines, we speak with Michael Chang, Director of Marketing at ArteraAI, a company revolutionizing cancer treatment through AI-powered personalization. Michael shares insights from his extensive experience in healthcare marketing, discussing how ArteraAI uses machine learning and computer vision to analyze cancer biopsies and provide personalized treatment recommendations. With a family background in medicine and years of experience in healthcare technology, Michael offers a unique perspective on marketing innovative medical solutions in a highly regulated industry.
 
Topics Discussed:
Marketing AI solutions in healthcare without relying on buzzwords
Navigating healthcare's complex stakeholder landscape
Commercializing innovative medical technology
The impact of COVID-19 on healthcare marketing
Building effective referral marketing strategies in competitive markets
 
Lessons for B2B Tech Marketers:
Start with Active Listening: Success in marketing begins with comprehensive listening across all stakeholders - customers, partners, engineers, and R&D teams. This information gathering phase is crucial for understanding market needs and developing effective strategies.
Test and Iterate Scientifically: Approach marketing with a scientific mindset by forming hypotheses, conducting low-stakes experiments through email campaigns and A/B testing, and continuously adapting based on market feedback.
Focus on Problem-Solving Over Technology: When marketing AI or any innovative technology, emphasize the specific problems you're solving rather than the technology itself. Customers care about outcomes, not the underlying technical approach.
Consider Adoption Barriers: Success in commercializing new technology depends not just on solving problems but on making adoption as frictionless as possible. Like Tesla building charging infrastructure, consider what supporting elements are needed for successful implementation.
Understand Context in Strategy Adaptation: When adopting successful marketing strategies from other contexts, carefully consider your specific market position, competitive landscape, and industry dynamics. What works for a market leader may not work for a new entrant.
Navigate Healthcare's Unique Challenges: Healthcare marketing requires understanding multiple stakeholders (patients, providers, payers) and their sometimes conflicting incentives. Success depends on addressing the needs of all stakeholders while navigating regulatory requirements.
 
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Sponsors:
Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.
www.FrontLines.io
The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. 
www.GlobalTalent.co

How Nelly Grew 3X Through Meta Ads in Health Tech

In this episode of The Marketing Front Lines, we speak with Verena Gerhardus, Director of Growth at Nelly, a B2B health tech company revolutionizing the patient journey for medical practices. Since joining pre-Series A, Verena has helped scale Nelly from 30 to 100 employees while building a high-performing marketing organization focused on efficient growth. Through their digital platform that streamlines everything from patient intake to billing, Nelly is helping medical practices reduce bureaucracy, improve patient experience, and generate more revenue.
Topics Discussed:
Transitioning marketing strategy from early-stage to growth-stage startup
Balancing performance marketing with brand building in B2B health tech
Leveraging Meta ads effectively in a traditionally conservative industry
Building a referral engine through social proof in healthcare
Developing strategic partnerships for sustainable growth
Implementing product-led growth in a complex B2B environment
 
Lessons for B2B Tech Marketers:
Optimize Channel Strategy Through Rapid Testing and Focus: Unlike conventional wisdom about multi-channel marketing, Nelly found success by quickly identifying and doubling down on their most effective channels - Meta ads and referrals. Rather than maintaining underperforming channels for the sake of diversity, they reallocated resources to proven winners. This approach led to hitting revenue targets ahead of schedule and maintaining efficient customer acquisition costs.
Build Trust Through Technical Partnerships and Integration: Nelly discovered that their Ideal Customer Profile (ICP) was heavily influenced by technical integration capabilities with existing practice management systems. Rather than focusing solely on demographic or firmographic data, they prioritized partnerships and customer targeting based on technical compatibility. This insight transformed their partnership strategy from a supplementary channel into a core growth driver.
Leverage Competitive Intelligence for Rapid Campaign Execution: When receiving intelligence about competitor pricing and customer service issues, Nelly's team demonstrated exceptional agility by quickly developing and deploying targeted campaign creative through Canva and Figma. This rapid response approach, combined with their existing Meta ads infrastructure, allowed them to capitalize on market opportunities in real-time and achieve monthly targets ahead of schedule.
Structure Growth Teams for Scale: Nelly's marketing organization evolved into three distinct departments: core marketing, presales, and partnerships. This structure enables specialized focus while maintaining alignment across the customer journey. Their emphasis on adding dedicated performance marketing and social media resources shows a clear understanding of where additional scale can drive growth.
Implement Product-Led Growth Strategically: Rather than forcing PLG across their entire product line, Nelly is strategically implementing it for their basic subscription package. Their approach focuses on removing friction from the signup process while maintaining high security standards - crucial for their healthcare audience. This targeted PLG strategy allows them to experiment with self-serve motion while maintaining their high-touch sales approach for complex deployments.
 
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Sponsors:
Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.
www.FrontLines.io
The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. 
www.GlobalTalent.co

The First Marketing Hire's Playbook: Archive's Brand-First Approach

In this episode of Marketing Front Lines, we speak with Meredith Blechman, Head of Marketing at Archive, a Series A startup powering circular commerce for major retail brands. Archive is transforming how brands approach sustainability and secondary markets by enabling direct resale, repair, and recycling programs. Through their platform, companies like The North Face, New Balance, and Oscar de la Renta are building new revenue streams from existing products while reducing environmental impact. Meredith shares how she applies brand marketing principles to B2B tech and builds authentic connections in an increasingly dynamic market.
Topics Discussed: 
Transitioning marketing expertise from CPG to B2B tech 
Building emotional brand connections in technical markets 
Balancing creative and analytical marketing approaches 
Implementing effective ABM strategies for enterprise sales
Scaling marketing operations with limited resources 
Adapting quickly to changing market conditions
Lessons for B2B Tech Marketers:
Prioritize High-Touch Over High-Volume: Schedule quarterly in-person relationship building events rather than relying solely on digital campaigns. While these touchpoints reach fewer prospects (20 vs. thousands), they create deeper connections and enable organic advocacy. Bring existing customers together with prospects to leverage social proof in natural settings.
Implement Hyper-Personalized ABMP: Create unique LinkedIn ad variations for each target account rather than using blanket messaging. Despite requiring more resources to produce 20 variations versus one campaign, the ROI significantly outperforms generic approaches. Customize messaging to specific roles and company contexts.
Start With Brand Foundation Before Tactics: When joining as first marketing hire, establish brand values, mission, and purpose before tactical execution. Even in B2B tech, emotional connections matter - define your brand stance and ensure consistency across touchpoints. Use individual customer conversations to uncover authentic brand positioning opportunities.
Choose Tech Stack for Team Context: For resource-constrained teams, prioritize integrated platforms (like HubSpot) over point solutions. This enables efficient execution across functions without requiring extensive integration work. Add specialized tools only when team bandwidth allows proper implementation and maintenance.
Leverage Consumer Marketing Principles: Apply customer interview and brand building techniques from consumer marketing to B2B. Focus on understanding customer challenges and aspirations rather than just product features. Create marketing that resonates both personally and professionally with decision makers.
Challenge "Best Practices" Regularly: Question the "stick to what works" mentality. Marketing channels face diminishing returns and require constant optimization. Regularly evaluate all activities against current market conditions. Test new approaches even during periods of success to identify emerging opportunities.
 
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Sponsors:
Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.
www.FrontLines.io
The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. 
www.GlobalTalent.co

From Politics to PR: Building Unassailable Market Position

In this episode of The Marketing Front Lines, we speak with Matt Krebsbach, Senior Vice President of Thought Leadership & Brand Awareness at Acquia. Drawing from his rich background spanning politics, agency work, and in-house leadership roles at tech giants like Bazaar Voice and Sitecore, Matt shares his philosophy on strategic communications versus traditional PR. He offers a masterclass in crisis management, competitive positioning, and developing authentic thought leadership that actually moves markets.
Topics Discussed:
Transforming political communication strategies into enterprise technology narratives
Navigating the DOJ lawsuit against Bazaar Voice as a communications leader
Building a "periodic table" of communication strategies to create unassailable competitive advantage
Differentiating strategic communications from traditional PR
Developing authentic thought leadership that changes market conversations
Managing journalist relationships in today's evolving media landscape
Creating effective communications strategies during crisis scenarios
Lessons For B2B Tech Marketers:
Apply Political Campaign Tactics to Technology Marketing: The parallels between political campaigns and enterprise tech are striking—both involve value-driven decision-making processes where purchasers are making choices that significantly impact their careers. Use political campaign principles to understand stakeholders' values, attach to those values, and build narratives that make buyers comfortable with perceived risk.
Create a "Periodic Table" of Communication Strategies: Rather than viewing communication as one-dimensional, develop a taxonomy of communication "plays" that interact with and offset your competitors' strategies. The objective isn't parity but creating an "unassailable competitive advantage" through strategic communication positioning.
Rethink Crisis Communications as Future Planning: When Bazaar Voice faced DOJ litigation, Matt's team focused on long-term stability rather than just managing the immediate crisis. They built narrative frameworks for multiple outcomes and developed business extensions that could sustain the company regardless of the legal verdict—an approach that ultimately protected the company.
Distinguish Strategic Communications from PR: While PR often focuses on press releases and securing coverage, strategic communications involves tailoring narratives to facilitate an ongoing dialogue that iteratively moves a company toward specific objectives. It recognizes that different stakeholders have different expectations and aspirations, requiring personalized approaches within a coherent larger narrative.
Develop True Thought Leadership Using Three Criteria: Authentic thought leadership must be: 1) Simple and actionable, 2) Additive to the conversation by changing the narrative, and 3) Relatable enough that people can apply it to their business realities. Most "thought leadership" fails by merely attaching to trends without actually changing conversations.
Balance Direct and Media-Driven Communications: While owned channels provide control, third-party journalism brings credibility. The most effective approach combines social media engagement and event-based conversations with strategic media relationships. Focus on reaching journalists who tell deeper stories even if you're just one part of a larger narrative.
Use Negative Feedback as a Strategic Lever: The biggest competitive opportunities often come from addressing weaknesses rather than celebrating strengths. When receiving criticism—whether from media, analysts, or customers—view it as a feedback loop to identify the "extra 2%" that separates leaders from followers.
 
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Sponsors:
Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.
www.FrontLines.io
The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. 
www.GlobalTalent.co

From Growth Hacking to Scaling ResQ: Kareem Azees on Creativity, Analytics, and Winning in B2B Marketing

Welcome to Marketing From the Front Lines, where we have unfiltered conversations with the B2B marketers who are bringing innovative technology to market. In today's episode, we're speaking with Kareem Azees, Head of Marketing at ResQ, a restaurant technology platform that's raised over $40 Million in funding.
Here are the most interesting points from our conversation:
From Growth Hacking to Full-Fledged Marketing: Kareem’s journey into marketing started with a childhood fascination with online gaming communities and eventually led to a career through a growth hacking internship.
Marketing's Blend of Creativity and Analytics: Kareem highlights how marketing satisfies both the creative and analytical sides of his skillset, a blend that drives his passion for the field.
B2B Marketing in Crowded Markets: Kareem points to companies like ClickUp as great examples of how to succeed in competitive spaces by executing across multiple channels and leveraging creativity.
ResQ’s Core Value Proposition: ResQ helps restaurants streamline repair and maintenance processes, solving critical operational issues such as equipment breakdowns that impact sales, customer experience, and brand reputation.
Scaling with Upper SMB Customers: ResQ targets restaurant groups with 5-100 locations, providing them with the tools to expand efficiently into new markets by sourcing qualified vendors without needing boots on the ground.
Marketing for an Offline Audience: Kareem explains how ResQ’s marketing approach focuses on in-person events and nurturing leads over time through newsletters, as their target audience—restaurant operators—aren’t always online.
 
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Sponsors:
Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.
www.FrontLines.io
The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. 
www.GlobalTalent.co

Marina Azcarate, Head of Marketing at Mitiga Solutions: Driving the Future of Climate Risk with Cutting-Edge Tech

Welcome to Marketing From the Front Lines, where we have unfiltered conversations with the B2B marketers who are bringing innovative technology to market. In today’s episode, we’re speaking with Marina Azcarate, Head of Marketing at Mitiga Solutions, a deep-tech company that helps organizations manage climate risk. 
Here are the most interesting points from our conversation:
Barcelona’s Tech Ecosystem: Marina discusses how Barcelona is emerging as a hub for deep tech, with strong ties to universities and a history in biotech and gaming. The city’s quality of life and connectivity are attracting innovative companies like Mitiga Solutions.
Transition from Media to Tech: Marina shares her journey from working at Wyden & Kennedy’s Delhi office in advertising to leading marketing at Mitiga, driven by her passion for “tech for good” and mitigating climate change.
Branding Inspired by Wyden & Kennedy: Marina explains how Wyden’s philosophy—like “do something people will love first” and focusing on the soul of a brand—shapes her marketing strategy at Mitiga, particularly in building a cohesive narrative around climate risk.
The Role of Climate Risk: Mitiga Solutions helps companies evaluate climate risk across time horizons using dynamic climate scenarios, offering actionable insights for industries such as insurance and infrastructure, particularly in renewable energy.
Marketing Education and Value: Marina highlights the importance of educating the market about climate risk. She shares how short, digestible videos and client conversations have been highly effective in driving engagement.
Scaling and Refining the Narrative: As Mitiga looks to scale, Marina emphasizes the importance of refining the company’s value proposition in a competitive, maturing market to ensure product-market fit in specific verticals.
 
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Sponsors:
Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.
www.FrontLines.io
The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. 
www.GlobalTalent.co

Camila Panizzi Luz, Director of Global Marketing at Smartex: Revolutionizing Fabric Inspection

Welcome to Marketing From the Front Lines, where we have unfiltered conversations with the B2B marketers who are bringing innovative technology to market. In today's episode, we're speaking with Camila Panizzi Luz, Director of Global Marketing at Smartex, a cutting-edge company revolutionizing fabric inspection through AI-powered solutions.
Here are the most interesting points from our conversation:
Marketing Across Borders: Camila’s global marketing expertise draws from her background in international affairs, highlighting the importance of understanding diverse cultures and perspectives to craft impactful, cross-border strategies.
From Startup Generalist to Marketing Leader: Her journey began in startups, wearing multiple hats, including event marketing and product education, leading her to specialize in international marketing with a focus on impact-driven communication.
Inspiring Figures: Camila is particularly inspired by women leaders in sustainability, such as Rebecca Marmont from Unilever and Livia Firth, emphasizing the importance of purpose-driven marketing in today’s world.
Smartex’s Revolutionary Approach: Smartex’s AI-powered system reduces fabric waste in the textile industry by identifying defects during production, helping manufacturers improve margins, safety, and sustainability.
Challenges of Hardware Marketing: Transitioning from software to marketing a hardware-software hybrid has been challenging, especially in a traditional industry like textiles. Smartex's approach relies on trust-building through pilots and partnerships with early adopters.
Marketing Philosophy: Camila’s philosophy centers on transparency and long-term relationship building. She emphasizes truth in marketing and the power of authentic messaging, especially in industries resistant to change.
 
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Sponsors:
Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.
www.FrontLines.io
The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. 
www.GlobalTalent.co
 
 

Holly Tate, CMO of Leadr: Building the Future of People Development Platforms

Welcome to Marketing From the Front Lines, where we have unfiltered conversations with the B2B marketers who are bringing innovative technology to market. In today's episode, we're speaking with Holly Tate, CMO at Leadr, a people development platform.
Here are the most interesting points from our conversation:
Blending Creativity with Business Savvy: Holly’s career in marketing was shaped by her early experiences working for two entrepreneurs, where she learned the importance of balancing creativity with solid business acumen to succeed in marketing.
Shifting from People Management to People Development: Leadr initially positioned itself as a people management software but faced challenges being compared to HR and project management tools, leading them to create a new category focused on "people development."
Sales Growth through Category Pivot: After Leadr made the shift to "people development," their sales increased significantly, demonstrating the power of category creation and clear differentiation in the marketplace.
Aligning Brand Identity with New Category: Holly led a rebranding effort, softening Leadr’s logo and changing it to lowercase to better reflect their collaborative, bottom-up leadership approach, signaling their new focus on people development.
Avoiding Overextension: A brief attempt to expand into HR software confused Leadr’s market positioning, prompting the company to quickly refocus on its core mission of people development, reaffirming the importance of staying true to a clear category.
Internal Alignment for Successful Category Creation: Holly emphasized the critical role of aligning the entire company—from sales to customer success—around the new category to ensure consistency and clarity in messaging across all teams and functions.
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Sponsors:
Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.
www.FrontLines.io
The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. 
www.GlobalTalent.co