MarTech Podcast ™ // Marketing + Technology = Business Growth

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One universal truth of marketing for B2B Tech companies Oct 23, 2025

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B2B tech marketing requires constant adaptation to survive industry disruption. Dave Steer, Chief Marketing Officer at Webflow, brings two decades of scaling experience from GitLab, Cloudflare, and other category-defining companies. He explains why successful marketers treat their strategies like stock portfolios with both long-term anchors and rapid pivots. Steer outlines how experimentation frameworks help teams adapt quickly when market conditions shift unexpectedly.

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New line of responsibility between the marketing and engineering teams Oct 22, 2025

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Marketing teams now handle engineering workflows as AI tools blur traditional boundaries. Dave Steer, CMO at Webflow, explains how marketers are gaining developer superpowers while maintaining distinct responsibilities. He outlines how marketing owns vision creation while engineering ensures reliability and infrastructure. The discussion covers how no-code platforms enable marketers to build technical solutions while preserving the critical need for engineering expertise in enterprise environments.

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The most overhyped AI use case in marketing right now Oct 21, 2025

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Content generation is the most overhyped AI use case in marketing. Dave Steer, CMO at Webflow, argues that marketers are focusing too narrowly on AI as a content creation tool rather than exploring its broader strategic potential. He advocates for building agentic AI workflows that orchestrate customer experiences and automate complex marketing processes. Steer emphasizes creating sophisticated automation systems where marketers become editors of AI output rather than manual content creators.

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Navigating the AI boom with resilient marketing Oct 20, 2025

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Most marketers treat AI as a copywriting assistant instead of a customer experience transformation tool. Dave Steer is Chief Marketing Officer at Webflow, specializing in AI-driven website personalization and answer engine optimization for enterprise growth. He explains how to structure content for both human visitors and AI crawlers, implement automated multivariate testing at scale, and maintain strategic direction while experimenting with AI-powered optimization tools.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

G2's Most Powerful Secret Oct 17, 2025

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AI is transforming B2B buyer behavior and competitive intelligence strategies. Blue Bowen, Research Principal at G2, explains how sales leaders can leverage marketplace data to understand win-loss patterns and competitor positioning. He discusses G2's market intelligence offering for competitive analysis, G2AI's product discovery interface, and momentum reports that track surging tools in marketing automation. The conversation reveals how review data and switching patterns create competitive advantages in AI-driven sales environments.

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This AI Trend Is A Lie Oct 16, 2025

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AI sales forecasting promises to predict deal outcomes but fails to account for unique deal complexities. Blue Bowen, Research Principal at G2, explains why revenue intelligence tools that rely on historical data fall short in enterprise sales environments. He discusses how AI struggles with contextual nuances that make each B2B deal distinct and why current forecasting technology remains an imperfect science for predicting sales outcomes.

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AI's Most Unexpected Impact Oct 15, 2025

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AI SDRs dominate B2B sales adoption despite mixed reviews. Blue Bowen, Research Principal at G2, reveals surprising findings from their latest AI impact research. The study shows AI sales development representatives lead adoption rates due to pipeline pressure, while AI sales coaching and training tools remain significantly underutilized. Bowen identifies AI-powered revenue forecasting as overhyped, citing the unique complexity of enterprise deals that historical data models struggle to predict accurately.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

This metric is costing you money Oct 14, 2025

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Attribution models are failing B2B marketers in today's complex buying journey. Blue Bowen, Research Principal at G2, explains why traditional first-touch and last-touch attribution creates misleading vanity metrics. He recommends using AEO (Answer Engine Optimization) tools like Profound to track LLM visibility and adopting holistic attribution approaches that analyze multiple touchpoint patterns rather than single conversion events.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

It's not AI vs. humans, it's Automation vs. Infrastructure Oct 13, 2025

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B2B buyers now use AI for 60% of software evaluations, fundamentally changing sales dynamics. Blue Bowen, Research Principal at G2, explains how AI is reshaping buyer behavior and what sales teams must adapt to succeed. The discussion covers shifting from SEO to answer engine optimization for LLM visibility, using AI for account prioritization and signal detection, and automating activity capture to improve data quality for better sales forecasting.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

What are the hardest questions publishers are asking about programmatic? Oct 10, 2025

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Publishers face shrinking traffic as AI disrupts content discovery. Amanda Martin, Chief Revenue Officer at Mediavine, explains how the largest independent ad management firm helps publishers navigate programmatic complexity. She discusses blocking AI crawlers to force commercial agreements, diversifying traffic sources beyond Google search, and implementing pay-to-crawl barriers that create negotiating leverage with LLMs.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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