The Marketing Front Lines

AI in Marketing Masterclass / Fahad Muhammad [VP of Marketing at TealBook]

In this episode of The Marketing Front Lines, we speak with Fahad Muhammad, VP of Marketing at TealBook. With 16 years of marketing experience across startups, mid-stage, and growth-stage organizations, Fahad shares his sophisticated approach to implementing AI across marketing operations. From his early exposure to IBM Watson in enterprise risk analysis to today's GenAI applications, he provides tactical insights on leveraging AI as an enablement layer rather than a strategic replacement. Through TealBook's systematic experimentation approach, Fahad demonstrates how marketing teams can achieve massive efficiency gains while maintaining quality standards in an increasingly AI-saturated market.
Topics Discussed:
AI as Enablement vs. Strategy
Why AI excels at operational efficiency but shouldn't replace strategic thinking
The limitations of relying exclusively on AI for go-to-market strategy
How AI can validate and stress-test existing strategies through analysis and permutations
Advanced Demand Generation with AI
Training AI models to identify secondary and tertiary ICPs in enterprise selling
Implementing weighted signal analysis for account triggers beyond binary classifications
Building probability-based pre-conversion assessments for account qualification
Marketing Operations Transformation
Reducing list building processes from weeks to under 5 minutes through model training
Streamlining reporting workflows and data enrichment at scale
Creating custom AI models for thermographic prospect profiling
Content Creation at Scale
Using AI for ideation and early drafts while maintaining quality thresholds
Doubling content output without additional costs through refined AI workflows
The 60-70% output rule and why raw AI content isn't sufficient for enterprise marketing
Team-Wide AI Implementation
Establishing quarterly experimentation goals across marketing functions
Cutting through "GPT wrapper" solutions to find genuine value-add tools
Building organizational AI literacy through systematic testing and validation
 
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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 
 
 
 

Marketing Tech That Doesn't Exist Yet with Riverlane's CMO

In this episode of The Marketing Front Lines, we speak with Glenn Manoff, CMO of Riverlane, a Cambridge University spin-out developing quantum error correction technology. Riverlane is positioning itself to become the "Nvidia of quantum computing" by solving one of the industry's most critical technical challenges - preventing quantum computers from becoming unreliable as they scale. With quantum computers potentially 3-10 years away from practical utility, Manoff shares how to market transformational technology that doesn't fully exist yet to audiences ranging from government ministers to post-doctoral physicists.
 
Topics Discussed:
Building the Challenger Brand Mindset Across Career Transitions 
Marketing Technology That Doesn't Exist to Customers Who Don't Exist
Navigating Dual Customer Markets in Emerging Tech 
 
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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 AI Should Enhance, Not Replace Your Marketing Team

In this episode of The Marketing Front Lines, we speak with Omer Maman, VP of Marketing at Healthee. Omer brings a unique perspective to health tech marketing, having navigated from engineering through product management to executive marketing roles at early-stage and growth startups. At Healthee, an AI-powered healthcare platform, he's tackling one of marketing's most challenging environments - highly regulated healthcare - while building scalable systems that reduce patient friction from six minutes to 90 seconds in critical healthcare interactions. His approach centers on turning regulatory constraints into creative opportunities and leveraging AI as an enhancement tool rather than a replacement strategy.
Topics Discussed:
Operating in highly regulated marketing environments while maintaining creativity
Building four-stage marketing frameworks: research, narrative, channels, and data loops
Positioning AI as enhancement rather than replacement in B2B messaging
Reducing healthcare friction through strategic marketing and onboarding optimization
Developing sharp one-liner narratives from complex strategic insights
Creating marketing impact in conservative industries through constraint-driven creativity
 
 
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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 
 
 
 

B2B PR Masterclass w/ Liene Lapsevska, Head of Marketing & Communications at OroraTech

In this episode of The Marketing Front Lines, we speak with Liene Lapsevska, Head of Marketing & Communications at OroraTech. OroraTech is a German space tech company using satellite data for wildfire detection and earth observation. Liene brings a unique perspective from her journey through journalism, classical music events, public relations, and now B2B tech marketing. Based between Germany and Denver, she shares tactical insights on managing international expansion, navigating European vs. US media landscapes, and building authentic relationships in highly technical, niche markets.
Topics Discussed:
Transitioning from journalism and classical music events into B2B tech marketing
Distinguishing between PR and communications in practice
Managing media relationships across different cultural contexts (German vs. UK vs. US markets)
Building authentic founder-led storytelling in technical industries
Leveraging AI tools for content creation and operational efficiency
International expansion strategies for European companies entering US markets
Working with niche, technical media in specialized industries like space tech
 
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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 Clever Paid Ads Strategy GoTab Uses Win Against Well-Funded Incumbents

In this episode of The Marketing Front Lines, we speak with Patricia Mejia, CMO of GoTab. GoTab is a hospitality technology platform that goes beyond traditional point-of-sale systems, integrating mobile ordering, payment processing, kitchen operations, and third-party tools like event management and gaming into one cohesive platform. Operating in a competitive landscape dominated by well-funded players like Toast and Square, Patricia has built a lean, partner-driven marketing operation that leverages content creation from sales calls, strategic SEO investments, and an open API architecture to drive growth in specialized verticals like breweries.
Topics Discussed:
Building effective content marketing using AI to transform sales call recordings into specialized articles
Competing against well-funded competitors through niche market focus and long-tail SEO strategies
Operating as a marketing team of one with a strategic network of specialized contractors
Leveraging partner channels and open API architecture for demand generation
Using AI for operational efficiency while maintaining skepticism about creative applications
Transitioning marketing websites to SEO-friendly platforms like Webflow for organic growth
 
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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 
 
 

How to Build 18-Month Attribution Models That Actually Work

In this episode of The Marketing Front Lines, we speak with Michael Passanante, Senior Vice President of Marketing and Communications at Capital Rx. Capital Rx operates as both a full-service pharmacy benefit manager (PBM) and a SaaS technology provider, serving self-insured employers and health plans in the complex healthcare ecosystem. Michael shares his approach to navigating the unique challenges of healthcare B2B marketing, where buying cycles stretch across years and the majority of prospects aren't actively in market at any given time.
 
Topics Discussed:
Building attribution models for long-tail B2B sales cycles
Creating content strategies that work across dual business models
Leveraging podcasts as SME content creation engines
Scaling marketing teams with non-traditional talent
Adapting to AI-driven changes in healthcare marketing
Managing marketing operations with security constraints
 
 
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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 
 
 

Sarah Basiri Unpacks Her Winning Demand Gen Playbook

In this episode of The Marketing Front Lines, we speak with Sarah Basiri, Chief Revenue Officer at Biome Makers, a global agtech leader that sequences soil microbiome DNA to deliver agronomic insights. Sarah's journey from traditional publishing to cutting-edge B2B marketing provides a unique perspective on audience-first demand generation. At Biome Makers, she's mastered the art of breaking into global enterprise accounts through surgical precision targeting and creative campaign execution that eliminates traditional sales friction.
Topics Discussed:
Executing hyper-targeted LinkedIn ABM campaigns using company logos for maximum attention
Building closed-door webinar strategies that bypass traditional sales outreach
Leveraging HubSpot's full ecosystem for complete buyer journey intelligence
A/B testing methodology for discovering what truly resonates with enterprise buyers
Managing global enterprise relationships where regional teams operate in silos
Building sustainable email marketing strategies that treat contacts "like gold"
Scaling lean marketing teams through automation and strategic tool selection
 
 
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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 Trust When Your Product Holds Up Buildings

In this episode of The Marketing Front Lines, we speak with Sherry Chapman, VP of Marketing at Fortera, a climate tech company revolutionizing the concrete industry with low-CO2 cement. Fortera has developed a breakthrough technology that captures industrial CO2 emissions from cement production and mineralizes them back into cement, creating their "ReAct" green cement product. Chapman brings a unique perspective to B2B marketing, having transitioned from consumer electronics to climate tech, where she's discovered that restraint and transparency trump traditional marketing tactics in an industry where trust is literally life-or-death.
Topics Discussed:
Transitioning from consumer electronics marketing to B2B climate tech
Building trust and transparency in a risk-averse construction industry
Operating with minimal marketing budget while generating significant organic demand
The challenge of managing too much inbound demand with a small team
Marketing to technical audiences who prefer specs over marketing speak
Storytelling complex climate technology to diverse audiences
The realities of marketing in the construction and cement industry
 
 
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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 Siebel vs Salesforce Truth Every B2B Marketer Should Know

In this episode of The Marketing Front Lines, we speak with Barbara Lewis, CMO of Coactive AI, a company helping enterprises unlock value from their image and video content using AI. Barbara brings a unique perspective as an eight-time startup marketing leader who has consistently chosen early-stage companies over established ones. With a background spanning from Siebel Systems during the dot-com crash to building marketing organizations from scratch, Barbara shares tactical insights on marketing in emerging categories, the realities of category creation, and how AI is reshaping both marketing practice and customer expectations.
Topics Discussed:
Building Marketing Organizations from Zero in Early-Stage Startups
Transitioning from product management to marketing at Siebel Systems
The strategic decision-making process for joining early vs. late-stage companies
Scaling marketing teams and systems in high-growth environments
Category Creation vs. Market Education
The myth of company-driven category creation and why markets create categories
How to approach marketing when there's no established purchasing department
Balancing customer imagination with technological reality in AI markets
Strategic Marketing Tactics for Emerging Technologies
Private event strategy for complex B2B sales cycles
Why traditional digital marketing approaches don't work for all audiences
Educational content as a primary marketing vehicle
AI's Impact on Marketing Practice
Using AI as a brainstorming and creative collaboration tool
The limitations of AI-generated content and the importance of human judgment
How generative AI is changing customer expectations and buying behavior
Lessons from the Salesforce vs. Siebel Competition
The reality behind the legendary competitive positioning
How Salesforce leveraged competitive drafting without direct competition
Why understanding true competitive dynamics matters for strategy
 
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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 
 

How PeakMetrics Turns Product Data Into Marketing Gold

In this episode of The Marketing Front Lines, we s with Jessica Pratt, Director of Marketing and Communications at PeakMetrics. PeakMetrics is pioneering the narrative intelligence category, helping brands monitor and respond to emerging online conversations that can impact their reputation and bottom line. As the first marketing hire at this AI-driven startup, Jessica has built a relationship-first marketing strategy that breaks from traditional playbooks, focusing on authentic connections over mass outreach. Her approach leverages everything from lunch-and-learns to customer advisory boards, proving that even in an AI-saturated world, human connections drive the most meaningful business outcomes.
Topics Discussed:
Building relationship-driven marketing strategies in emerging categories
Leveraging founders and advisors as content creators and thought leaders
Creating customer advisory boards for product development and marketing amplification
Moving beyond traditional conference booth strategies to intimate networking
Using product insights as PR and relationship-building tools
Scaling content quality over quantity as a solo marketing team
Adapting traditional PR tactics for modern media consumption patterns
 
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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