The Marketing Front Lines

Welcome to the era of B2H w/ Matt Lyman

In this episode of The Marketing Front Lines, we speak with Matt Lyman, VP of Marketing at Flosum. Matt brings a unique perspective to B2B marketing, having evolved from bankruptcy collections to theater background into marketing leadership. His philosophy centers on "business-to-human" (B2H) marketing—recognizing that even in B2B environments, you're always selling to people, not companies. Through his experience across multiple industries, from financial services to DevOps, Matt has developed a flexible, person-centric approach that emphasizes emotional connection and authentic engagement over traditional enterprise messaging.
Topics Discussed:
Building a person-centric B2B marketing philosophy
Breaking through conservative industry mindsets with creative campaigns
Balancing multiple buyer personas and decision-making units
Testing emotional and humorous content in B2B environments
Learning from deal losses to improve messaging and positioning
Managing marketing priorities across different product lines
Drawing inspiration from B2C emotional marketing tactics
 
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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
 
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Don't Miss: New Podcast Series — How I Hire
Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role.
Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM 

Why 99% of Cybersecurity Marketers Are Doing Demand Gen Wrong

In this episode of The Marketing Front Lines, we speak with Anthony (Tony) Lombardo, VP of Marketing at ThreatModeler Software. Tony brings a unique engineering-to-marketing background to cybersecurity demand generation, where he's discovered that most companies are confusing demand capture with true demand generation. In a noisy cybersecurity market where every vendor sounds identical, Tony has developed a systematic approach to standing out through customer research, market studies, and thought leadership that actually educates rather than just amplifies. His framework challenges conventional wisdom about paid search, content syndication, and the timeline for measuring true demand generation success.
Topics Discussed:
The critical difference between demand generation and demand capture
Why cybersecurity marketing has become an echo chamber and how to break through
Building thought leadership content that buyers actually want to consume
Using market research and customer interviews to identify content opportunities
The real ROI timeline for content syndication (12+ months)
When paid search actually works in B2B cybersecurity sales
Framework for the first 90 days at a new marketing role
 
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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
 
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Don't Miss: New Podcast Series — How I Hire
Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role.
Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM 

Building Marketing Guidelines That Actually Stick Across Teams

In this episode of The Marketing Front Lines, we speak with Ben Levine, Senior Director of Product Management and Marketing at Axiado Corporation. Axiado delivers AI-driven hardware anchored platform security and system management for enterprise data centers and cloud infrastructure. Ben brings a unique perspective to B2B tech marketing, having transitioned from academia to engineering to product management before landing in marketing. His technical background shapes his approach to building trust with highly technical buyers while executing sophisticated messaging pivots and go-to-market strategies.
Topics Discussed:
Executing company-wide messaging pivots from product features to platform benefits
Building comprehensive messaging guidelines and rollout frameworks
Balancing technical accuracy with compelling value propositions
Structuring small, high-impact marketing teams for B2B tech companies
Creating depth-over-volume content strategies for technical audiences
Managing indirect sales channels and creating pull-through demand
 
 
 
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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
 
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Don't Miss: New Podcast Series — How I Hire
Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role.
Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM 

How Pave is Defining and Dominating the Compensation Intelligence Category

In this episode of The Marketing Front Lines, we speak with Alex Cwirko-Godycki (ACG), Vice President of Marketing & Strategy at Pave. Pave is pioneering the compensation intelligence category by combining market data with internal business intelligence to help companies make better compensation decisions. As Pave evolves from serving early-stage startups to enterprise customers, ACG shares how they're navigating the challenging transition of moving upmarket while defining an entirely new category around AI-powered compensation tools.
Topics Discussed:
Transitioning from startup to enterprise marketing positioning
Building a content strategy around proprietary data insights
Defining and owning the "compensation intelligence" category
Navigating AI hype while maintaining authenticity and trust
Scaling founder-led marketing through LinkedIn
Balancing growth metrics with brand building
Using research as a competitive moat and marketing engine
 
 
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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
 
//
 
Don't Miss: New Podcast Series — How I Hire
Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role.
Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM 

The Death of Gated Content: Why This CMO Gives Everything Away

In this episode of The Marketing Front Lines, we speak with Fiona Sherwood, CMO at Dasseti. Dasseti is transforming the investment management industry by replacing archaic due diligence processes with a streamlined digital platform. Instead of the traditional back-and-forth of Word documents, PDFs, and Excel spreadsheets via email, Dasseti provides institutional investors and investment managers with a secure, two-way information exchange platform for conducting due diligence on funds and managers. Through innovative marketing approaches including ungated content, AI-powered team efficiency, and strategic podcasting as an ABM tool, Fiona has built a lean but highly effective marketing operation that prioritizes genuine value delivery over traditional lead generation metrics.
Topics Discussed:
Building a content-first marketing philosophy with ungated resources
Leveraging AI tools to maximize small team productivity and output
Using podcasting as a strategic ABM tool for prospect engagement
Measuring marketing success through pipeline generation vs. traditional MQLs
Implementing human-to-human marketing in B2B enterprise software
Creating custom GPTs for team content creation and customer data analysis
 
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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
 
//
 
Don't Miss: New Podcast Series — How I Hire
Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role.
Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM 

Why Marketing Beats Sales Hiring at AI Startups

In this episode of The Marketing Front Lines, we speak with Deirdre Mahon, VP of Marketing at super{set}, a unique venture studio that co-founds, funds, and forms AI-centric technology companies. With five successful startup exits under her belt, Deirdre brings a wealth of experience in building marketing engines from the ground up. At super{set}, she works across multiple portfolio companies simultaneously, helping AI and data-driven startups navigate the complex journey from seed to Series A and beyond. Her approach emphasizes getting extraordinarily close to customers, prioritizing marketing foundation over expensive sales hires, and creating proof-of-concept programs that deliver measurable value rather than just product demos.
Topics Discussed:
Building marketing foundations before scaling expensive sales teams
Leveraging AI-powered tools like Clay and Unified GTM for personalized outreach
Creating rigorous proof-of-concept programs that drive higher close rates
Balancing brand awareness with demand generation in early-stage companies
The evolving role of blog content in an AI-driven search landscape
Structuring nurturing campaigns that educate rather than sell
Building lean marketing teams with generalist marketers and specialized freelancers
 
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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
 
//
 
Don't Miss: New Podcast Series — How I Hire
Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role.
Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM 

CMO’s Guide to Saying No to Your Board and Keeping Your Job

In this episode of The Marketing Front Lines, we speak with Stephanie Seril, Head of Marketing at Tough Leaf. Tough Leaf is transforming the construction industry by helping general contractors source and manage small and certified subcontractors through their service-based platform, with their first SaaS product launching this fall. After seven months at the company, Stephanie is building marketing foundations from the ground up in an industry that can be both visionary and stuck in traditional ways. Her marketing philosophy centers on clarity, empathy, and compounding value - focusing on consistent trust-building rather than flashy one-off campaigns.
Topics Discussed:
Navigating marketing in the traditional construction industry
Building marketing foundations at a Series A company
Managing small teams while maintaining strategic and tactical execution
Standing firm against executive pressure on content gating strategies
Transitioning from service-based to SaaS product marketing
Developing persona-specific nurture campaigns across seven ICPs
Leveraging founder-led content and executive outreach programs
 
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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
 
//
 
Don't Miss: New Podcast Series — How I Hire
Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role.
Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM 

Why This AgTech Company Spends 70% of Marketing Budget on Events

In this episode of The Marketing Front Lines, we speak with Jessica Davies, Head of Marketing at Aerobotics. Aerobotics operates in the highly specialized agritech space, using drones and smartphones to measure trees and fruit for the global fruit and nut industry. From her base in Cape Town, South Africa, Jessica leads marketing for a SaaS company that serves a finite, geographically distributed customer base across California, South Africa, Australia, New Zealand, Europe, and Latin America. Her unique background as an actuarial scientist turned marketing leader brings a data-driven approach to marketing in a niche B2B industry where personal relationships and industry events drive conversions.
Topics Discussed:
Marketing to a finite, niche B2B market with known customer counts
Balancing SaaS scalability with agricultural industry relationship requirements
Event-heavy marketing strategies for geographically distributed customers
Visual storytelling and authentic branding in agricultural technology
Building marketing teams for distributed sales organizations
Account-based marketing approaches for defined target audiences
Lessons For B2B Tech Marketers:
Embrace Market Constraints as Strategic Advantages: Aerobotics operates with a known, finite number of potential customers worldwide. Rather than seeing this as limiting, Jessica leverages this constraint by focusing entirely on identification, outreach, and value demonstration to specific target accounts. This approach eliminates wasted effort on broad-funnel tactics and allows for highly personalized marketing strategies.
Design Marketing Mix Around Industry Relationship Dynamics: Despite being a SaaS company, Aerobotics invests heavily in events because agriculture operates on personal relationships. Jessica's team aligns their calendar around regional fruit events and global trade fairs where their customers congregate. This shows how successful B2B marketers adapt their channel mix to match industry buying behaviors rather than forcing generic SaaS playbooks.
Use Visual Assets as Primary Selling Tools: At events, Aerobotics deliberately scales back information density and instead relies on high-quality visuals of the fruit their customers produce. Jessica's approach of "letting the imagery sell itself" with real fruit and trees at trade show stands creates authentic differentiation in an information-heavy industry environment.
Structure Teams Around Geographic Distribution Challenges: With a distributed sales team serving customers across multiple continents, Jessica's marketing team includes dedicated sales enablement focused on creating region-specific and crop-specific materials. This recognizes that even within the fruit industry, citrus growers have different needs than apple growers, requiring tailored marketing support.
Apply Digital Targeting to Traditional Industries: Jessica identifies farmers on LinkedIn where they're actively promoting their businesses, and uses Facebook and Instagram with region-specific targeting since growing areas have distinct crop profiles. This demonstrates how sophisticated digital targeting can work even in traditional industries when you understand where your audience shows up online.
Prioritize Conversion Over Top-of-Funnel in Finite Markets: For 2025, Aerobotics is shifting focus from pipeline generation to pipeline conversion, recognizing they've already identified and reached most of their addressable market. This strategic evolution from awareness to conversion optimization is crucial for B2B companies operating in defined markets.
Leverage Cross-Functional Background for Marketing Leadership: Jessica's actuarial science and banking strategy background brings analytical rigor to marketing measurement and business alignment. Her advice to align marketing objectives with CEO and sales goals reflects how non-traditional marketing backgrounds can strengthen strategic thinking and cross-functional collaboration.
 
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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
 
//
 
Don't Miss: New Podcast Series — How I Hire
Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role.
Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM 
 

The End of Marketing Specialists: Building AI-Native Teams That Scale

In this episode of The Marketing Front Lines, we speak with Rachael O'Brien, Head of Demand and Brand at Opna, a seed-stage climate tech startup specializing in carbon removal solutions. O'Brien shares her journey from marketing bedroom furniture to building brand and demand generation strategies in the rapidly evolving climate tech space. Through her experience at Opna, she reveals how AI-native marketing teams are restructuring, why authenticity beats polish in content creation, and how climate tech companies must balance growth with genuine environmental impact.
 
Topics Discussed:
Building brand foundation as a competitive moat in nascent markets 
Leveraging AI tools to create leaner, more agile marketing teams
Transitioning from polished content to authentic, face-to-camera video marketing 
Restructuring team roles from specialists to AI-native generalists 
Balancing human connection with digital-first marketing strategies 
Navigating the challenge of standing out in an increasingly crowded climate tech landscape
 
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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
 
//
 
Don't Miss: New Podcast Series — How I Hire
Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role.
Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM 
 
 
 

Building a New Category: From Zero to Market Leader in 3 Years

In this episode of The Marketing Front Lines, we speak with Matthew Besch, VP of Marketing at ACCURE Battery Intelligence. ACCURE is a Series B cleantech company pioneering the Predictive Battery Analytics category, helping utilities, independent power producers, and automotive OEMs optimize safety, performance, and lifetime of battery systems ranging from electric vehicles to grid-scale installations. After three years of intensive category creation through thought leadership and education, ACCURE has emerged as one of the top two players in this nascent space, navigating the complex challenge of evangelizing a completely new market category while competing for attention in an increasingly AI-saturated content landscape.
Topics Discussed:
Building thought leadership in a brand-new category (Predictive Battery Analytics)
Evolving from pure evangelization to meeting emerging market demand
Leveraging subject matter experts with PhDs as competitive advantages in content marketing
Transitioning from traditional inbound marketing to AI-powered account-based approaches
Navigating the AI content explosion and breaking through increasing market noise
Experimenting with immersive technologies (VR/AR) at industry events
Optimizing webinar strategies for highly technical B2B audiences
 
 
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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
 
//
 
Don't Miss: New Podcast Series — How I Hire
Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role.
Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM