The AI Native Marketer

What would you do differently if you could build a marketing team from scratch today? Stuart Shingler got to do just that at Legora. In this episode of The AI Native Marketer, Legora’s Senior Vice President of Brand and Communications takes Johanna Fagerstedt behind the scenes at the Swedish legal AI company to explore what he’s had to unlearn and how his team keeps up when the product changes faster than a campaign can go live.Stuart describes it as running “every page of the playbook at once.” When Legora had six weeks to rebuild its website, refresh the design and rethink how it talked about the product, the agency started designing while the team was still working on the messaging. Both shared early drafts so each could improve the other’s work. For Stuart, working in parallel takes people who feel confident enough to get started and comfortable enough to change course when someone else has a better idea.Stuart explains how teams keep their work up to date in Notion so colleagues can act on the latest information without waiting for a handover. He shares why Legora moved on from quarterly business reviews and how three in-house designers handle 250 requests for sales materials a week.There’s also a story behind that piece of paper Jude Law reads from in Legora’s campaign. The campaign took six months to make. The product was changing so quickly that the team wrote those lines just a week before filming.We also get into why Stuart spends his morning walks talking to his dog. Turns out that’s sometimes where Legora’s next big idea for a campaign or event starts.

In this episode of The AI Native Marketer, host Johanna sits down with Sylwia Lindén, CMO at Quinyx (and former VP of Marketing at Tink), to explore the emerging frontier of Answer Engine Optimization (AEO) and AI Search. Sylwia breaks down how Quinyx treats AI discoverability as an integrated team discipline rather than a simple SEO add-on.The conversation covers practical strategies for tracking brand rankings across AI platforms like ChatGPT, Claude, and Perplexity, restructuring website content to answer buyer questions directly, and leveraging third-party citation sources like G2 and industry analysts. Sylwia also shares how Quinyx attributes actual revenue and pipeline directly to AI search referrals using HubSpot, and why authentic, non-salesy content is essential to winning the trust of both human buyers and AI models.Key TakeawaysAEO as a Core Discipline: Why AI discoverability spans brand, PR, thought leadership, and web infrastructure rather than sitting isolated within traditional SEO.Tracking AI Visibility: How Quinyx tracks branded and unbranded prompt rankings across major AI models using dedicated search monitoring tools.Content Restructuring: Moving away from sales-heavy copy to clear, direct, Q&A-style content that AI crawlers can index and summarize effectively.The Power of Third-Party Citations: Why AI search engines rely heavily on external credibility—such as review platforms (G2), analysts, and media—over self-hosted website copy.Closed-Loop AI Attribution: Tracking real buyer journeys from initial AI search queries (e.g., Perplexity) to demo requests and closed-won deals in HubSpot.Tools MentionedQuinyx: The workforce management platform where Sylwia serves as CMO.Searchable: An AI search monitoring and tracking platform used by Quinyx to measure prompt visibility and citation sources.HubSpot: Used by the Quinyx team to track AI-referred web traffic, demo requests, and pipeline attribution.Claude (Anthropic): Sylwia's primary day-to-day AI tool, used as a thinking partner, executive devil's advocate, and synthesis engine.ChatGPT: Used for early benchmarking, prompt testing, and AI search visibility tracking.Perplexity & Gemini: Monitored as key AI search platforms where prospective B2B buyers conduct product research.G2: A B2B software review platform highlighted as an important third-party citation source for AI engines.

In this episode, AI specialist Jacob Bergdahl from Monterro joins Johanna to share a practical, step-by-step guide to getting the most out of Claude.Jacob explains how to set up Claude properly, build a personal memory bank, create reusable skills for your tone of voice and brand, and connect Claude to the systems your organization already uses. He also walks through how to create consistent, on-brand presentations, automate recurring work, and build routing skills that help Claude find the right information across different systems.The conversation explores the most common mistakes people make with AI, why planning before prompting saves time and resources, how to avoid AI slop, and why it is still not too late for your organization to become an AI frontrunner.The AI Native Marketer is hosted by Johanna Fagerstedt, Founder and CEO of Sparketing.io, and Jacob Gustin, Product Marketing Manager at Mentimeter.Show notesConnect with the guestFollow Jacob Bergdahl on LinkedInLearn more about MonterroTools and platforms mentionedClaude: The main AI platform discussed throughout the episode.Claude Cowork: Used to work with folders, create files and complete multi-step tasks.ChatGPT: Discussed as an alternative AI platform and an example of how reusable skills can move between tools.Microsoft Copilot: Another AI platform introducing agentic and cowork capabilities.OneDrive and Google Drive: Suggested as simple places to build and maintain an external AI memory bank.Obsidian: A note-taking application that can be used to build a more advanced personal knowledge base.Microsoft PowerPoint: Used to demonstrate how Claude can create branded presentations and reusable presentation skills.GitHub: Used by more advanced organizations to store, manage and distribute skills through plugins.HubSpot and Salesforce: Examples of business systems that Claude can search and update through connectors.

Björn Ingmansson is Marketing Director at Kognic, a Gothenburg-based company building data tools for physical AI and self-driving vehicles, with customers across Europe, the US, and China. He's also the founder of The Froject, a community helping GTM teams get real value out of Claude.In this episode, Björn walks us through how he single-handedly runs a global marketing function using Claude. He's built self-hosted websites, custom sales decks, localized pitches for enterprise accounts, and personalized landing pages, all in HTML via Claude, with no coding background whatsoever.We talk about why context is everything, how he's cracking AEO for Chinese LLMs like Qwen and DeepSeek, and how he thinks about what to build vs. buy. Plus: a Game Boy-based sales tool that might just be the most unexpected ABM tactic we've ever heard.Links from this episode:The Froject: https://www.thefroject.comTella (video tool): https://www.tella.comVercel (website hosting): https://vercel.comLouise de Sadeleer (guest recommendation) on LinkedIn: https://www.linkedin.com/in/louise-de-sadeleer

This one's for anyone who wants to see AI in actual commercial use, not as a future vision, but as daily infrastructure.Kalle Mobeck is the founder of Align the Commercial Collective and one of the most hands-on AI operators in the Nordics. He built a full AI-generated campaign for a fashion brand in three weeks. It became their second best performing campaign of the year.In this episode, we get into how he thinks about creative input in a world where output has become easy, why speed is the new competitive advantage, and what three surprisingly old-school things still win in B2B marketing. (Plus: he accidentally reveals more than he meant to about his secret AI band.) An amazing episode; concrete, honest and definitely worth your commute.Key topicsAI's impact on marketing workflows and campaign speedPractical use cases of AI in creative campaignsBuilding community and thought leadership in B2BAlign's innovative agency model leveraging freelancers and AIFuture trends in marketing and AI integrationRelevant links:Align - The Commercial CollectiveChatGPTClaude AIMidjourneyZuno Music AIAim'n winter campaign

Episode DescriptionIn this episode of The AI Native Marketer, hosts Jacob and Johanna dive deep into the AI-driven strategies of Ian, Head of Growth at Tandem Health. Ian shares how his team at the Stockholm-based AI medical assistant startup has moved past simple prompting to building complex, automated systems.The discussion explores Ian’s "just do it" philosophy, which led him to build a Slack bot that allows any employee to edit website copy across 10+ languages and a sophisticated 12-step content pipeline that handles everything from research via PubMed to hallucination checks and direct publishing. Ian also discusses the future of work, where the LLM becomes the primary interface for all company tools, effectively acting as a "Context OS" for the modern professional.Tools MentionedTandem Health: The AI medical assistant platform where Ian leads growth.Claude (Anthropic): Ian’s primary tool for daily work, coding, and building internal bots.Framer: The website provider Tandem Health uses; Ian built an API connection to automate copy updates.Slack: Used as the interface for their internal translation and copy-editing bots.Notion: Utilized as a "Context OS" where Ian stores his meetings and tasks to be processed by AI.PubMed: A repository of medical journals integrated into their content workflow for high-quality research.Perplexity: Used by the team for deep research and information gathering.Zapier: Mentioned as a tool Ian initially used before transitioning to building custom connections with Claude.

In this episode of The AI Native Marketer, hosts Jacob and Johanna speak with Kees, VP of Marketing at Chili Publish, a Belgian creative automation platform. Kees shares his journey of moving beyond simple AI efficiency to building a sophisticated "brain" that acts as a central repository for company knowledge. By leveraging Retrieval-Augmented Generation (RAG), Kees and his small team have integrated market research, product documentation, and customer meeting transcripts to create a system that can produce high-quality, context-rich content—from personalized customer stories to automated product release announcements—with minimal human intervention. Kees discusses the importance of maintaining human creativity for big ideas while letting AI handle the complex execution, especially as the industry moves toward more difficult frontiers like visual and motion automation.Tools MentionedChili Publish: A creative automation platform for Adobe artwork and smart layouts.Claude: Kees's preferred tool for writing and building workflows.Perplexity: Utilized for deep research.Gemini: Used to challenge and refine outputs from other models.n8n: Mentioned as a tool for creating complex automated workflows.ChatGPT: Used in the early stages of their AI exploration.Gong: Used to record and transcribe customer meetings for the AI database.

Episode DescriptionIn this episode of The AI Native Marketer, hosts Jacob and Johanna sit down with Adam Holmgren, the CEO and co-founder of the B2B marketing platform Fibbler. Adam shares how he and his co-founder have leveraged AI to build a lean, bootstrapped powerhouse that serves over 500 paying customers with a total team of only two people.The conversation dives deep into the shifting role of the modern marketer. Adam explains how tools like Claude have transformed him into a "builder," allowing him to draft product features and write code despite a non-technical background. He also discusses the importance of solving the "attribution nightmare," the power of founder-led content on LinkedIn, and why a Pink Lion mascot is the key to creating a memorable brand in a crowded SaaS market.Key themesThe Power of Lean Operations: How AI enables small teams to ship product features faster than companies with 100+ employees.Marketer as Product Builder: Using Claude to bridge the gap between marketing vision and engineering execution.Building Brand Moats: Why distinctive brand assets (like Fibbler's pink mascot) and founder-led content are essential in an era of "AI slop".Bootstrapping Strategy: Choosing to stay lean and serve an SMB audience rather than pursuing enterprise funding and the associated overhead.The Future of Work: The potential rise of "one-person unicorns" as AI automates repetitive tasks like customer support and data analysis.Tools mentionedFibbler: Adam’s B2B marketing intelligence and attribution platform.Claude (Anthropic): Adam's primary tool for ideation and product feature development.Claude Code: Used for non-technical product development and feature drafting.ChatGPT: Initially used for content drafting and ideation before the switch to Claude.Descript: Utilized for video and audio editing workflows.LinkedIn: The core channel for founder-led growth and community building.R-B2B: Cited as an example of another highly lean, high-revenue company.

In this episode, we sit down with Carl Ronander, VP of Marketing at Funnel, to explore how AI is transforming the landscape of creative marketing and video production. Carl shares his journey from the agency world to leading marketing at a data-driven company, offering a unique perspective on the intersection of creativity and data. We dive deep into Funnel’s recent experiments with fully AI-generated video campaigns, discussing how they overcame budget and time constraints to produce high-quality, on-brand content. Carl also reflects on the evolving role of the "Gen Marketer"—the generalist who uses AI to amplify their creative reach—and why "brand codes" and craft are more important than ever in an era of automated content.Key topics:The Simplified Purpose of Marketing: Why Carl believes marketing is fundamentally about being "easy to come to mind" and "easy to find."Creative Freedom through Constraints: How budget and time pressures led Funnel to embrace generative AI for video production.The "Flex" of Human Craft: Why manual, high-effort production (like Apple’s glass logo) acts as a premium brand signal in an AI-saturated world.Building Internal GPTs: How Funnel leverages its own proprietary knowledge base to help sales and marketing teams stay on-brand.The "Gen Marketer": Navigating the shift from specialist to generalist and why understanding the "craft" is still essential when using AI tools.YouTube as the New Source of Truth: Discussing the shift in how LLMs are now citing YouTube as a primary source over platforms like Reddit.Tools mentioned:Funnel: Carl’s marketing intelligence platform used for data collection and analysis.Higgsfield: A generative AI platform used by Funnel to access and experiment with various video production tools.Gong: A revenue intelligence tool used by Funnel’s sales and marketing teams.System1: A platform Carl follows for pre-testing and predicting the effectiveness of ad creative.Sora: Mentioned as a leading tool in the rapidly evolving world of generative video.

In this session, Varun Atrey, Product Marketing Director at Legora, joins Johanna and Jacob to discuss the transition from "using AI" to building an AI-native organization. Varun details his journey of self-teaching AI development and shares a "ruthless" philosophy for automating the repetitive "work around the work". The conversation explores how AI is compressing product launch timelines, enabling high-touch enterprise account planning, and why a "first principles" engineering mindset is becoming a critical skill for the modern marketer.Tools mentionedLegora: Varun’s AI-native B2B enterprise software company.Mentimeter: The host organization and interactive presentation platform.Replit: A development platform Varun used to build early AI-driven marketing integrations.Notion & Notion AI: Used for building a central knowledge base and automating core messaging documents from product requirements.Peerbound: An AI tool integrated with sales calls to automatically flag customer testimonials and success stories.Gong: A revenue intelligence platform used to record and analyze sales conversations.Claude & ChatGPT: Large language models utilized for copywriting, research, and ideation.