Digital Banter

This week we’re joined by Rai Hyde Cornell, founder of Cornell Content Marketing and former behavioral therapist, to explore how psychology — yes, real clinical frameworks — can radically reshape your content strategy. Rai breaks down how the Stages of Change, the CBT Triangle, and her own ELITE Method help marketers go beyond the funnel and speak directly to a buyer’s thoughts, emotions, and behaviors. We challenge the idea that B2B must be rational, unpack why most messaging fails, and show how a psychology-first approach can make your content actually move people.

This week, we’re joined by Ishaan Shakunt, Founder of Spear Growth, to talk about what happens when buyers turn to ChatGPT instead of Google. We break down how B2B marketers can stay visible in AI search results, rethink content strategy for LLMs, and start using AI as part of their SEO workflow.From early experiments to building a new approach, Ishaan shares where traditional SEO falls short and what to do instead.

There’s a growing myth in B2B that ABM requires a mountain of tools, a massive team, and a complex orchestration layer to succeed. But what if the real key is simplicity? In this episode, we’re joined by Isaac Ware, Director of Demand Gen at UserGems, to talk about how their signal-driven, two-channel ABM approach outperforms programs that are far more complicated. We dig into what actually makes ABM effective, why creative and outbound alignment matter more than most marketers think, and how to stop chasing platform features and start focusing on strategy.

The CMO job has never been harder – and most people are sugarcoating it.Economic pressure. AI disruption. Sky-high expectations with half the resources.On this episode of Digital Banter, Drew Neisser, Founder of CMO Huddles, joined us to get brutally honest about what CMOs (and marketer leaders in general) are facing today.From chasing quick wins without sacrificing long-term growth to integrating AI without burning out teams, we break down the new rules for surviving (and thriving) in modern marketing leadership.

Everyone’s talking about ABM, but when it comes to measuring it, most teams are flying blind. In this episode, we sit down with Mason Cosby of Scrappy ABM to break down what actually matters when it comes to tracking success in account-based programs. Spoiler: it’s not about booking meetings off your awareness campaigns.We get into the biggest misconceptions around ABM measurement, how to make it work without a $100K tech stack, and what you can track with just ad platforms, spreadsheets, and a bit of common sense. Whether you’re running display ads to cold accounts or trying to prove ROI to the CFO, this is the no-BS guide to ABM measurement that everyone in B2B needs.

Messy HubSpot data can wreck your paid media performance. Leads go missing, reporting is a nightmare, and ad dollars get wasted. In this episode of Digital Banter, we're joined by Alexis Garrison to unpack real-life HubSpot horror stories, the costly mistakes companies make, and how to clean up your CRM for better tracking, smarter decisions, and stronger results.

Crafting messaging that stands out in today’s competitive landscape is essential for effective advertising. In this episode, we’ll walk you through the core elements of building compelling ad copy that speaks directly to your audience and drives results. You’ll learn:1) How to create clear, concise messaging for specific audiences2) The power of aligning your strategic point of view with key differentiators3) Techniques for addressing pain points and educating your audience4) How to use social proof to build trust and overcome objections5) The importance of maintaining brand consistency for clarity and recallJoin us to discover how to elevate your messaging and make a lasting impact.

Join us on Digital Banter as we dive into the next phase of our campaign planning series: making great content for paid media.We’ll cover how to adapt and repurpose your existing content for ads, and explore the latest trends and strategies on LinkedIn, Google, Meta, and more. What You’ll Learn:1) How to transform your current content into effective paid ad campaigns.2) The latest insights and successful strategies across ad channels.Don’t miss this episode as we break down how to make your content work for you in paid ad campaigns and drive results.mqEsjKeFRmLGDrAbTp4S

In this episode, James and Andy tackle the crucial step of conducting a paid media content audit. Learn how to audit your existing content, identify gaps, and ensure that your content fits your sales motion while being optimized for the right channels.What You’ll Learn:1) How to keep your content clear, concise, and tailored for specific audiences.2) Tips on categorizing your content to address pain points, handle objections, provide product education, and showcase social proof.3) Ways to balance different content types so they hit home with your target audience, whether it's the champion or other key decision-makers.4) Handy tips for adapting and repurposing content across various channels to get the most out of it.mqEsjKeFRmLGDrAbTp4S

On this week's episode, James and Andy explore the crucial step of mastering audience research and segmentation. Learn how to identify and target the right audience for your ad campaigns by understanding who they are, where they spend time, and their pain points. Discover techniques for defining your Ideal Customer Profile (ICP) and buyer personas, finding out where your audience gathers information, and leveraging those platforms. Gain insights into addressing audience challenges, overcoming objections, and timing their decision-making process. Don’t miss this episode as we break down the art of targeting the right audience to ensure your campaign resonates and drives results.