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    Business

    The Agile Brand with Greg Kihlström® | What CMOs Need to Know About Marketing Technology, AI & CX

    Marketing technology, AI, and customer experience, explained by the people building it. Three times a week, Greg Kihlström interviews CMOs, product leaders, and martech executives from platform companies like Adobe, Braze, Qualtrics, Salesforce, and Optimizely, and brands like Marriott, Georgia-Pacific, Nestlé, and Zoom about what is actually working inside enterprise marketing organizations.

    Each episode runs 20–30 minutes: one guest, one specific problem, no filler. Recent conversations cover what changes when AI agents enter the discovery and purchase path, how to move past traditional A/B testing with reinforcement learning, closing the AI capability gap inside marketing teams, and where personalization stops paying off.

    Who it’s for: CMOs, VPs of marketing, martech and marketing operations leaders, and CX practitioners at enterprise brands and the platforms that serve them.

    Greg Kihlström is an AI transformation advisor to leading brands, a martech futurist, a keynote speaker, and the author of over 25 books on marketing technology, including the Agile Brand Guide series. He has hosted The Agile Brand since 2019 — 900+ episodes, and highly rated across all podcast platforms.

    New episodes drop at least three times a week. Follow the show so new episodes arrive automatically.


    Hosted on Acast. See acast.com/privacy for more information.

    Advertise

    Copyright: ©2019-2025 The Agile Brand, LLC

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    Latest Episodes:
    #630: Can Netflix, Delta, and Amazon teach us how to improve the patient experience? Featuring Adeline Ashley from Sitecore Jan 27, 2025
    Show notes

    If we can binge-watch our favorite shows or have groceries delivered with a tap, why does navigating healthcare still feel like a maze? Is it time to rethink the patient experience from the ground up?

    Joining us today is Adeline Ashley, Director of Customer Engagement at Sitecore and author of the groundbreaking book, Shop Stream Heal: Transforming Patient Care in the Digital Age. With over 20 years of experience leading digital transformation for major brands like Oprah, Anthem, and Southern California Edison, Adeline has dedicated her career to bridging the gap between consumer-grade digital experiences and patient care. Her mission is to create healthcare experiences that are accessible, intuitive, and, above all, human.

    Adeline Ashley is a digital marketing heavyweight and entrepreneurial force in innovative customer experiences. For over twenty years, working with brands like Oprah, Southern California Edison, Anthem, and major healthcare systems, she has spearheaded pioneering initiatives that merge creativity with data-driven strategies to forge lasting connections.

    From award-winning entrepreneurial ventures like her gourmet foods line to developing engaging digital platforms, she has a proven track record of identifying gaps and delivering groundbreaking solutions. This entrepreneurial mindset now fuels her role as the global healthcare lead at Sitecore, where she is revolutionizing the digital patient journey in healthcare by seamlessly blending human insights with cutting-edge technologies.

    RESOURCES

    Shop Stream Heal: Transforming Patient Care in the Digital Age by Adeline Ashley: https://amzn.to/4gfoMGu

    Sitecore: https://www.sitecore.com

    Don't miss Medallia Experience 2025, March 24-26 in Las Vegas: Registration is now available: https://cvent.me/AmO1k0

    Use code MEDEXP25 for $200 off registration


    Register now for HumanX 2025. This AI-focused event which brings some of the most forward-thinking minds in technology together. Register now with the code "HX25p_tab" for $250 off the regular price.


    Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom


    Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show


    Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com


    The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow


    The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

    Hosted on Acast. See acast.com/privacy for more information.


    #629: Why generative AI transparency is so important with Matt Van Itallie, Sema Software Jan 24, 2025
    Show notes

    Do you know who—or what—created the foundation of your software? And can you trust it?

    Today, we’re joined by Matt Van Itallie, CEO of Sema Software, a leading code and software analytics platform that has analyzed over $1 trillion worth of software. A lifelong tech expert, Matt has been instrumental in shaping the AI industry with innovations like the GenAI Code Monitor and Generative AI Bill of Materials.

    He’s here to discuss transparency in Generative AI for software development and how AI is transforming coding practices while introducing new challenges in accountability, ownership, and quality assurance.

    About Matt Van Itallie

    As the CEO of Sema, Matt Van Itallie is passionate about problems that are hard and problems that matter. His career has always focused on a desire to serve the common good. At Sema, he leads a cross-functional team of technologists to build solutions that empower engineers to work with GenAI code. He co-founded Sema Technologies Inc., which he currently leads as CEO, to help organizations drive better outcomes through their software.

    Sema’s flagship solution, Comprehensive Codebase Scans, has earned a reputation as the leading codebase scanning tool for the technical due diligence process. Having evaluated more than $1T in value for leading private equity firms and enterprise M&A teams, Sema has built one of the most comprehensive datasets to provide actionable suggestions to engineering organizations. With this foundation, Matt is leading the development of the AI Code Monitor, which helps engineering organizations increase developer productivity and address the regulatory risks of generative AI code.

    When he’s not building the AI Code Monitor or thinking about code as data and CTO dashboards, Matt enjoys hiking with his wife, cooking with his kids, and throwing dinner parties to bring diverse minds together.

    Resources

    Sema Software: https://www.semasoftware.com/


    Don't miss Medallia Experience 2025, March 24-26 in Las Vegas: Registration is now available: https://cvent.me/AmO1k0 Use code MEDEXP25 for $200 off registration


    Register now for HumanX 2025. This AI-focused event which brings some of the most forward-thinking minds in technology together. Register now with the code "HX25p_tab" for $250 off the regular price.


    Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom


    Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show


    Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com


    The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow


    The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

    Hosted on Acast. See acast.com/privacy for more information.


    #628: Why leaders need to become more self-reliant with Maha Abouelenein Jan 22, 2025
    Show notes

    Are you truly self-reliant, or are you relying on outdated strategies to navigate modern challenges?

    Today, I’m joined by Maha Abouelenein, author of the best-selling book 7 Rules of Self-Reliance. With over three decades of experience helping global giants like Google, Netflix, and Uber, Maha is a leading expert in modern communication strategies, personal branding, and reputation management. She’s here to share insights into self-reliance, the power of reputation, and how leaders can adapt to a rapidly evolving communication landscape.


    About Maha Abouelenein

    CEO and Founder with more than 30 years of PR experience with global corporate giants, high growth tech startups, top governments and high profile thought leaders. Maha leads a global communications consulting firm, Digital & Savvy that spans the USA, Dubai and Egypt. She cultivates the reputations of people and brands through their stories and nurturing relationships and connections with key stakeholders.

    Raised and educated in the USA to Egyptian parents, she is home in both West and Arab worlds. Maha is about relationships - building, nurturing, and serving them. She thrives on storytelling, building scalable campaigns and thought leadership by understanding what's happening in culture across the world, and what resonates with each audience.

    Maha is a keynote speaker, featured on stages like Web Summit, SALT, VeeCon, Cannes Lions, Art D'Égypte, Rise Up. She also hosts the top-rated podcast SavvyTalk.

    In 2020, she was nominated as one of the Forbes power women of the Middle East and sits on the global board of directors of the Associated Press.

    Passionate about lifelong learning and a big believer in the importance of investing in yourself Maha offers 1-1 workshops on Executive Media Training and How to Build Your Personal Brand.


    Resources

    Maha Abouelenein: https://www.mahaabouelenein.com/


    7 Rules of Self-Reliance: https://www.mahaabouelenein.com/book


    Don't miss Medallia Experience 2025, March 24-26 in Las Vegas: Registration is now available: https://cvent.me/AmO1k0 Use code MEDEXP25 for $200 off registration


    Register now for HumanX 2025. This AI-focused event which brings some of the most forward-thinking minds in technology together. Register now with the code "HX25p_tab" for $250 off the regular price.


    Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom


    Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show


    Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com


    The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow


    The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

    Hosted on Acast. See acast.com/privacy for more information.


    #627: The forces redefining brand loyalty with Ian Baer, Sooth Jan 20, 2025
    Show notes

    Are you keeping up with the forces redefining loyalty, or are you relying on yesterday’s strategies in today’s fractured landscape?

    Today, I’m joined by Ian Baer, Founder of Sooth and a seasoned expert with over 35 years of experience leading some of the world’s most prominent advertising organizations, including Publicis, TBWA, and Omnicom’s Rapp Collins.

    Ian brings insights into how generational shifts, social commerce, and fragmented media are reshaping the concept of brand loyalty. He’s here to share data-driven strategies and real-world examples that will help brands navigate this new loyalty landscape.

    ABOUT IAN BAER

    Ian Baer has 35 years of experience leading/running some of the largest Ad orgs in the world, including Publicis and TBWA , as the President of Rapp Collins (Omnicom) Chief Strategy Office of Rauxa, the president of social agency Big Fuel, an EVP for Deutch, and the founder of Sooth


    RESOURCES

    Sooth® website: https://www.soothbetold.com/


    Don't miss Medallia Experience 2025, March 24-26 in Las Vegas: Registration is now available: https://cvent.me/AmO1k0 Use code MEDEXP25 for $200 off registration


    Register now for HumanX 2025. This AI-focused event which brings some of the most forward-thinking minds in technology together. Register now with the code "HX25p_tab" for $250 off the regular price.


    Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom


    Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show


    Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com


    The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow


    The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

    Hosted on Acast. See acast.com/privacy for more information.


    #626: Building customer success instead of vendor lock-in with Toya Del Valle, Cornerstone Jan 17, 2025
    Show notes

    Is your business building true customer loyalty—or is it just locking customers into a system they can’t escape?

    Today, we’re joined by Toya Del Valle, Chief Customer Officer at Cornerstone, a workforce agility company that supports over 7,000 customers, including global leaders like Samsung and UPS. With a unique journey from HR director to CCO, Toya brings a deep understanding of what HR leaders and organizations need to succeed. She’s here to share insights on leveraging AI for customer success, building meaningful relationships between CFOs and customer leaders, and creating loyalty in an increasingly SaaS-driven world.


    About Toya Del Valle

    Toya Dell Valle is the Chief Customer Officer at Cornerstone, the leading learning and talent management company. She champions a focus on customer centricity to grow and build extraordinary outcomes with our customers. She leads all post-sales functions driving customer value, revenue generation, and operational scale including Customer Success Management (CSM), Professional Services, Support, Education, Partner Success, and Strategy & Operations.


    RESOURCES


    Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom


    Listen to The Agile Brand without the ads. Learn more here: https://bit.ly/3ymf7hd


    Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show


    Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com


    The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow


    The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

    Hosted on Acast. See acast.com/privacy for more information.


    #625: Creating an agile brand with composable approaches, featuring Chris Bach Jan 15, 2025
    Show notes

    “Software is eating the world.” That was written over 14 years ago, back in 2011 by Marc Andreesen, and it seems like that is growing more true every day.


    Today we’re going to talk about the increasingly digital nature of businesses - all businesses - as well as how the concept of composability, which has been applied effectively in the world of software, might just have applications well beyond technology infrastructure.

    To help me discuss this topic, I’d like to welcome Chris Bach, Co-Founder of Netlify.


    RESOURCES

    Wix Studio is the ultimate web platform for creative, fast-paced teams at agencies and enterprises—with smart design tools, flexible dev capabilities, full-stack business solutions, multi-site management, advanced AI and fully managed infrastructure. https://www.wix.com/studio


    Don't miss Medallia Experience 2025, March 24-26 in Las Vegas: Registration is now available: https://cvent.me/AmO1k0

    Use code MEDEXP25 for $200 off registration


    Register now for HumanX 2025. This AI-focused event which brings some of the most forward-thinking minds in technology together. Register now with the code "HX25p_tab" for $250 off the regular price.


    Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom


    Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show


    Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com


    The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow


    The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

    Hosted on Acast. See acast.com/privacy for more information.


    #624: 2025 hiring strategies and how to plan with Sue Keith, Landrum Talent Solutions Jan 13, 2025
    Show notes

    As we move into 2025, are your hiring strategies aligned with the realities of the marketing job market, or are you basing decisions on outdated assumptions?


    In this special episode, brought to you by Landrum Talent Solutions, a national recruiting firm specializing in marketing and HR positions, we’re going to talk about the current job market for marketing professionals, how businesses are responding in an election year, and what marketing leaders should know as AI continues to reshape the workforce.


    Joining me today is Sue Keith, Corporate Vice President at Landrum Talent Solutions. With deep expertise in navigating complex labor markets, Sue has a front-row seat to the evolving dynamics of marketing roles, hiring trends, and the broader implications of AI and economic uncertainty.


    RESOURCES

    Landrum Talent Solutions website: https:www.landrumstalentsolutions.com


    Wix Studio is the ultimate web platform for creative, fast-paced teams at agencies and enterprises—with smart design tools, flexible dev capabilities, full-stack business solutions, multi-site management, advanced AI and fully managed infrastructure. https://www.wix.com/studio


    Don't miss Medallia Experience 2025, March 24-26 in Las Vegas: Registration is now available: https://cvent.me/AmO1k0 Use code MEDEXP25 for $200 off registration


    Register now for HumanX 2025. This AI-focused event which brings some of the most forward-thinking minds in technology together. Register now with the code "HX25p_tab" for $250 off the regular price.


    Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom


    Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show


    Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com


    The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow


    The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

    Hosted on Acast. See acast.com/privacy for more information.


    #623: Is your brand ready for its own AI agent? Featuring Gil Rosen of Amdocs Jan 10, 2025
    Show notes

    Is your brand ready to thrive in a world where AI-driven agents become the primary point of contact for your customers?

    Today, we’re joined by Gil Rosen, Chief Marketing Officer at Amdocs, a leader in reshaping connectivity and customer experiences through cutting-edge technology. Gil recently spearheaded a global survey in collaboration with McCann Tech and Coleman Parkes, exploring the impact of AI-based agents on brand identity.

    With Agentic AI emerging as the next frontier in customer experience and marketing technology, Gil is here to help us unpack how businesses can adapt to this transformative trend and create meaningful connections in the age of AI.

    Gil Rosen is chief marketing officer at Amdocs, responsible for managing its global brand, product marketing and customer marketing. In this role, he leads development of Amdocs’ vision, delivery of strategic research insights to customers, as well as the company’s overall go-to-market activities. Gil heads a team of global marketing professionals and is a member of the company’s executive management team. Previous to this, Gil served as the chief marketing and innovation officer at Bezeq, Israel’s largest telecommunication provider.



    Hosted on Acast. See acast.com/privacy for more information.


    #622: Balancing AI optimism with realism, with Stefan Weitz, HumanX Conference Jan 08, 2025
    Show notes

    With AI adoption on the rise, how should businesses balance their optimism with the challenges of regulation and ethics?

    Today, we’re joined by Stefan Weitz, the CEO of HumanX Conference. Stefan brings a wealth of expertise on how organizations can leverage AI to enhance their business capabilities while navigating the challenges of ethics, regulation, and societal impact. The HumanX Conference is taking place March 10-13 in Las Vegas, and features conversations and speakers at the forefront of shaping the future of AI in business.


    RESOURCES

    Register now for HumanX 2025. This AI-focused event which brings some of the most forward-thinking minds in technology together. Register now with the code "HX25p_tab" for $250 off the regular price. https://www.humanx.co/


    Wix Studio is the ultimate web platform for creative, fast-paced teams at agencies and enterprises—with smart design tools, flexible dev capabilities, full-stack business solutions, multi-site management, advanced AI and fully managed infrastructure. https://www.wix.com/studio


    Don't miss Medallia Experience 2025, March 24-26 in Las Vegas: Registration is now available: https://cvent.me/AmO1k0 Use code MEDEXP25 for $200 off registration


    Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom


    Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show


    Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com


    The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow


    The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

    Hosted on Acast. See acast.com/privacy for more information.


    #621: The evolving buyer's journey with Liz Robillard and Kristin Schoenstein, WBR Jan 06, 2025
    Show notes

    eTail Palm Springs is coming up soon - February 24-27 in Palm Springs, CA, and I can’t wait - make sure to register while you still can!


    Today we’re going to talk about the evolving buyer’s journey, and how good data that drives personalization and effective usage of AI are driving today’s leading e-commerce brands. We’ll also explore what attendees of eTail Palm Springs can expect, including some exciting new features of this leading event for e-commerce brands.


    To help me discuss this topic, I’d like to welcome Liz Robillard and Kristin Schoenstein, Worldwide Business Research.


    About Kristin Schoenstein

    Kristin Schoenstein has been a Program Director at Worldwide Business Research since 2010 and has been producing events since 2004. She currently specializes in the retail and eCommerce sector where she heads up the Future Stores portfolio and co-produces eTail West. She also successfully launched and grew WBR’s customer experience portfolio. In her role, she is responsible for market research, content creation and speaker faculty management for each event. Prior to WBR, she produced events in the healthcare and pharmaceutical sector and got her start organizing educational programming for physicians. In her free time, Kristin heads out to the East end of Long Island where she enjoys boating, yoga, running and days at the beach with her husband and three daughters.


    About Elizabeth Robillard

    As an Senior Conference Director at Worldwide Business Research, Elizabeth oversees the organization of three business conferences per year. Conference organization includes conducting extensive phone research with 60+ industry experts per event, using call notes to compile a three day conference program that encapsulates top research takeaways, confirming a roster of industry leading speakers for each program, working with our marketing team to write effective copy for all outbound marketing messages, coordinating with sales and logistics teams to ensure the best possible onsite experience and prepping for and running the live event. Most recently, she has joined the eTail team and along with co-producer Kristin Schoenstein, puts together eTail Palm Springs. The other events in her portfolio include Future Branches Austin & Boston. She currently lives in New York City with her cat Wednesday.


    Resources

    It's time to register for eTail Palm Springs (Palm Springs, CA) - Navigate the next chapter of retail at this iconic event. Learn more and register


    Wix Studio is the ultimate web platform for creative, fast-paced teams at agencies and enterprises—with smart design tools, flexible dev capabilities, full-stack business solutions, multi-site management, advanced AI and fully managed infrastructure. https://www.wix.com/studio


    Don't miss Medallia Experience 2025, March 24-26 in Las Vegas: Registration is now available: https://cvent.me/AmO1k0 Use code MEDEXP25 for $200 off registration


    Register now for HumanX 2025. This AI-focused event which brings some of the most forward-thinking minds in technology together. Register now with the code "HX25p_tab" for $250 off the regular price.


    Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom


    Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show


    Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com


    The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow


    The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

    Hosted on Acast. See acast.com/privacy for more information.


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