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  • Squid Game: B2B Marketing Lessons on Winning the Survival Game of Campaigns with Chief Marketing Officer at Aviatrix, Scott Leatherman

    Squid Game: B2B Marketing Lessons on Winning the Survival Game of Campaigns with Chief Marketing Officer at Aviatrix, Scott Leatherman
    Nov 4 2025
    Survival isn’t just for dystopian dramas. The best B2B marketing strategies demand experimentation, curiosity, and the ability to outlast weaker ideas.That’s the lesson of Squid Game, the global phenomenon where only the strongest contestants made it through each round. In this episode, we explore its marketing parallels with the help of our special guest Scott Leatherman, Chief Marketing Officer at Aviatrix.Together, we uncover what B2B marketers can learn from gamifying campaigns to pull audiences in, running multiple “Squid Games” to see which campaigns win, and staying relentlessly curious by listening to what customers really say.About our guest, Scott LeathermanScott Leatherman is an award-winning full-stack marketing and operations executive with 25+ years of leadership and business management experience. Scott is currently the Chief Marketing Officer at Aviatrix. Prior to joining Aviatrix, he was the CMO at Veritone, an AI platform company. Scott served as COO at SAP Labs US for 5 years. Scott was a Global Vice President of Marketing and was a founding member of the SAP HANA go-to-market team that disrupted the database market and built a billion-dollar business in less than three years. Also during Scott’s tenure at SAP he was part of the Strategic Account Sales Team and created new channel programs to reduce shelfware and support new solution adoption. Prior to SAP, Scott held senior marketing and business development roles at several startups.Scott was recognized by the Silicon Valley Business Journal for his lifelong commitment to helping his local community with the 2018 Individual Community Champion Award. Both at work and in his personal life, Scott is focused on helping communities reduce food insecurities, supporting underserved children, funding cancer research and Native American educational programs.What B2B Companies Can Learn From Squid Game:Gamify campaigns to move your audience. Marketing works best when it pulls people in emotionally, just like Squid Game. Scott explains, “Anytime you want to move an audience together, gamifying it so that they have an emotional pull on the winner is gonna make you successful.” By creating campaigns that feel participatory, competitive, or playful, brands can inspire curiosity and investment from their audience. It’s not just messaging—it’s making people feel like they have a stake in the outcome.Run “Squid Games” for your campaigns. Rather than guessing which message will resonate, Scott’s team tested multiple campaign “games” at once. “We invested over 500 engagements…we had 74 one-on-one engagements…to narrow it down to what we have as eight campaigns in the Squid Games.” Each campaign has a top, middle, and bottom funnel component, and their performance is tracked side by side. Scott explains, “The gamification of Squid Games is working in our B2B marketing approach…we rolled it out to the company as Squid Games…and it’s been really fun to have engineers across the world leaning in on what they think is gonna move the audience fastest.” The lesson: treat campaigns like contestants. Test widely, kill off the weak performers quickly, and double down on what wins.Stay curious and listen to your audience. One of Scott’s biggest lessons is that marketers often assume they know what works—but data and customer feedback may prove otherwise. He notes, “It really comes back to just what are your customers saying about you? And what are your prospects saying about you?…That listening exercise, while it sounds remedial and 101, it gets lost on a lot of us ‘cause we’re all running so fast.” Just like in Squid Game, survival depends on paying close attention and adapting quickly. In B2B marketing, curiosity and active listening turn campaigns into insights, and insights into growth.Quote“The gamification of Squid Games is working in our B2B marketing approach…we rolled it out to the company as Squid Games…and it’s been really fun to have engineers across the world leaning in on what they think is gonna move the audience fastest.”Time Stamps[00:55] Meet Scott Leatherman, Chief Marketing Officer at Aviatrix[01:32] Why Squid Game?[03:08] Behind-the-Scenes of Squid Game[14:18] AI in Marketing[17:33] B2B Marketing Takeaways from Squid Game[42:39] AI Integration and Brand Evolution[46:46] Final Thoughts and TakeawaysLinksConnect with Scott on LinkedInLearn more about AviatrixAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by ...
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    50 min
  • The New York Times: B2B Marketing Lessons on Gamifying Your Strategy with VP of Marketing at VaynerX, Avery Akkineni

    The New York Times: B2B Marketing Lessons on Gamifying Your Strategy with VP of Marketing at VaynerX, Avery Akkineni
    Oct 28 2025
    The New York Times isn’t just a newspaper; it’s a cultural institution, a daily habit, and a brand that has reinvented itself for every generation. That’s why in this episode, we’re taking lessons from their playbook with the help of our special guest Avery Akkineni, Chief Marketing Officer of VaynerX.Together, we explore what B2B marketers can learn from building credibility into daily routines, using gamification and surprise to drive engagement, and picking the right moments to move fast while staying relevant.About our guest, Avery AkkineniA pioneer in digital marketing and emerging tech, Avery Akkineni spearheads brand strategy, content, events, and communications as Chief Marketing Officer at VaynerX.In seven years at Vayner, Avery has catalyzed exponential growth by launching new companies and leading international expansion. She built VaynerMedia APAC from the ground up to over 150 employees in two years, opened key Asia Pacific markets like Singapore, Bangkok, Sydney, and Tokyo. During her tenure, VaynerMedia APAC was awarded Marketing Interactive's Agency of the Year. In 2021, Avery founded Vayner3, an innovation consultancy focused on emerging technologies like AI and Web3. Under her leadership, Vayner3 achieved significant industry acclaim; she was named an Ad Age Web3 Trailblazer, and an AI Thought Leader by Business Insider. Her proven ability to identify and leverage leading-edge channels to drive growth for Vayner and her brand partners has landed Avery advisory roles including Salesforce’s AI Council, Meta’s Creative Council, TikTok's #ForYouCollective, Tracer's Advisory Board, and with a weekly marketers podcast on CoinDesk (GenC).Based in Miami, FL overseeing VaynerX's local office, Avery continues to push boundaries in marketing. She is a sought-after speaker on modern marketing and digital innovation, who empowers teams and companies to embrace new opportunities. She also serves on the Board of Peace Players, an organization using the power of sport to build peaceful and thriving communities.What B2B Companies Can Learn From The New York Times:Build credibility into daily routines. The New York Times succeeds because it has become a trusted part of people’s everyday habits. For B2B brands, the lesson is to earn that same consistent place in your audience’s workflow. As Avery explains:“To me, the credibility of The New York Times is why I want to check there first and understand their point of view. What are the big stories of today.” When buyers trust your perspective enough to seek it daily, your brand moves from optional to indispensable.Use gamification and surprise to drive engagement. NYT didn’t just sell news—it made puzzles, games, and even cooking content part of its brand fabric. That levity created stickiness. Avery puts it this way: “The New York Times integration with their incredible games has really helped drive up that frequency… I play with my friends, everybody shares their scores… and I think that really drives up that frequency and user adoption and makes The New York Times even more relevant.” In B2B, “serious” brands can still add fun, surprise, or delight to deepen connection and engagement.Pick your moments and move fast. The Times doesn’t try to beat TikTok on breaking news—it chooses credibility as its edge, while still responding with speed when it matters. Avery notes:“You don’t need to have a thought on everything. You have a thought on certain things—what matters for you and, as a brand, what matters for your consumers. Either we’re part of the conversation or we’re not.” For B2B, that means defining the moments where your voice is essential, and showing up quickly with relevance and confidence.Quote“ You don’t need to have a thought on everything. You have a thought on certain things—what matters for you and as a brand, what matters for your consumers. Either we’re part of the conversation or we’re not.”Time Stamps[00:55] Meet Avery Akkineni, Chief Marketing Officer of VaynerX01:05 Why The New York Times?01:53 The Role of CMO at VaynerX02:42 Gary Vaynerchuk's Influencer09:51 Behind-the-Scenes of NYT25:58 B2B Marketing Lessons from NYT38:35 Final Thoughts and TakeawaysLinksConnect with Avery on LinkedInLearn more about VaynerXAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. Create something remarkable. Rise above the noise. Hosted by Simplecast, an AdsWizz ...
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    41 min
  • Picasso’s Guernica: B2B Marketing Lessons on Finding Clarity in Chaos with Chief Marketing Officer at Conviva, Jerome Stewart

    Picasso’s Guernica: B2B Marketing Lessons on Finding Clarity in Chaos with Chief Marketing Officer at Conviva, Jerome Stewart
    Oct 14 2025

    A masterpiece doesn’t have to be simple. Sometimes the most powerful stories emerge from complexity, cohesion, and staying power.

    That’s the lesson of Picasso’s Guernica, a chaotic painting that, when viewed as a whole, tells a timeless story. In this episode, we explore its marketing lessons with the help of our special guest Jerome Stewart, Chief Marketing Officer at Conviva.

    Together, we uncover what B2B marketers can learn from building campaigns with a unifying story, turning complexity into an advantage, and creating content designed to resonate long after launch.

    About our guest, Jerome Stewart

    Jerome Stewart is the Chief Marketing Officer at Conviva. He is a dynamic and people-driven marketing executive with a proven track record of building high-performing teams, elevating brand visibility, and driving revenue growth in early-stage and industry-leading technology companies. Jerome is an experienced global leader with six years of international business experience outside the USA, as well as an accomplished Amazon bestselling author.

    What B2B Companies Can Learn From Guernica:

    • Campaigns need a unifying story. Guernica shows how fragmented, chaotic elements can form one powerful story. Jerome says, “Each one of those [individual pictures] stands out, but when you take a step back and you look at it in its entirety. Indeed, there is a cohesive story.” Marketing works the same way; every asset matters, but true impact comes when the pieces connect into a bigger, memorable narrative.
    • Complexity can be an advantage. At first glance, Guernica looks disorganized and overwhelming. However, his chaotic canvas still communicates a clear message. Jerome points out, “Maybe some people look at a more modern artistic style… and you can say, ‘Hey, this just looks really messy.’ But as I say, dig in a little bit deeper and you see there's a very rich story.” In marketing, don’t be afraid of layered stories. Campaigns that invite discovery can spark deeper connection and longer attention.
    • Strive for timeless content. Picasso’s painting still sparks reflection nearly a century later. Jerome connects this to marketing: “We’re trying to tell stories and we’re trying to come up with stories that stand out and that maybe stand the test of time. That will resonate into the future.” Campaigns should be built with staying power, not just to make noise at launch but to linger and influence long after.

    Quote

    “A bar  to hold ourselves against is did we tell a story? Was it clear? And something else that Picasso did brilliantly well, he took something as complex as war, and he didn’t simplify it in any way. He did something cohesive. [We have to]  challenge ourselves to do the best that we possibly can to tell those stories.”

    Time Stamps

    [00:55] Meet Jerome Stewart, Chief Marketing Officer at Conviva

    [01:34] Why Guernica?

    [06:57] Visiting Guernica and Its Impact

    [14:58] Role as CMO at Conviva

    [16:45] Understanding Guernica

    [28:08] B2B Marketing Takeaways from Guernica

    [35:31] Marketing Insights and Strategies

    [42:27] Advice for CMOs

    [44:53] Final Thoughts and Takeaways

    Links

    Connect with Jerome on LinkedIn

    Learn more about Conviva

    About Remarkable!

    Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com.

    In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK.

    Create something remarkable. Rise above the noise.


    Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
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    45 min
  • The Gilded Age: B2B Marketing Lessons on Turning Patience into Power with Chief Marketing Officer at Auctane, Laura Goldberg

    The Gilded Age: B2B Marketing Lessons on Turning Patience into Power with Chief Marketing Officer at Auctane, Laura Goldberg
    Oct 7 2025
    Big budgets and star power don’t guarantee success. Sometimes it takes time, refinement, and the right story to win an audience.That’s the journey of The Gilded Age, the HBO drama that overcame early skepticism to become a hit. In this episode, we dig into its marketing parallels with the help of our special guest Laura Goldberg, Chief Marketing Officer at Auctane.Together, we explore what B2B marketers can learn from practicing patience, locking in product-market fit, and doubling down when momentum builds to gain lasting growth.About our guest, Laura GoldbergLaura Goldberg is the Chief Marketing Officer at Auctane. She is a seasoned, operations-driven go-to-market executive with a proven track record of propelling software companies to new heights, particularly serving small and medium sized businesses (SMBs), a vital segment for Auctane. Goldberg excels in crafting data-driven marketing strategies that resonate with customer needs, and her expertise will be key in advancing Auctane's mission to deliver exceptional shipping and mailing experiences to businesses worldwide.Previously, Laura was the CMO at Constant Contact, a digital marketing platform trusted by millions of small businesses and nonprofits. She has also held marketing leadership positions at Kabbage, an American Express Company, and LegalZoom, where she played key roles in driving customer growth, revenue expansion, and EBITDA improvements, leading to successful exits for both companies.What B2B Companies Can Learn From The Gilded Age:Patience is essential. The Gilded Age wasn’t an overnight success—it built momentum slowly, and Laura sees the same in B2B marketing. “You got to have patience. You got to see it more than once. It has to build. You may not be a… hot [thing] out of the gate. But… it’s going to build. Nobody makes a decision… with The Gilded Age, it’s a solid hour and you got to pay attention. Like you have to make a commitment to it and it takes time.” Marketing results rarely happen instantly. Success comes from committing, nurturing, and allowing campaigns to grow into traction over time.Product-market fit is non-negotiable. The show’s elaborate sets and costumes bought it some time, but what kept audiences hooked was stronger storytelling in later seasons. Laura draws a clear B2B parallel: “You may have some stumbles outta the gate… You got to deliver the goods. The product market fit, if you will, has to be there eventually. It doesn’t have to be perfect right out of the gate, but it has to get to perfect pretty quickly.” In other words: creative campaigns and strong distribution will only get you so far—if the product doesn’t ultimately deliver, marketing can’t save itLean in when you gain traction. Once The Gilded Age started buzzing online, the promotion amplified everywhere. Laura says the same is true for B2B: “Once you get traction, lean in. When I tell you that my socials, everything I see is talking about this show… I see Mr. Russell in his flower suit all over the internet. By the way, I think it’s an interview from two years ago that I keep seeing. So recycle all that stuff. But once you feel that traction gripping, lean in, repeat, be on everything. Repost, retweet… you have to lean in when you’re doing well and really get that momentum.” Marketers should maximize momentum, recycle strong content, and make sure their presence is unavoidable when the audience is paying attention.Quote“ Customer, customer, customer. I feel like too many times it’s really easy to talk about why your product’s great and what it does… but you really have to frame it in the, what are you doing for me and me being the customer. How am I making things faster, cheaper, better for your end customer with what we’re doing, and making sure that you’re not just yelling features and functionality at people.”Time Stamps[00:55] Meet Laura Goldberg, Chief Marketing Officer at Auctane[01:14] Why The Gilded Age?[02:57] The Role of CMO at Auctane[09:50] What is The Gilded Age?[26:28] The Craft of Period Pieces[29:19] B2B Marketing Lessons from The Gilded Age[31:43] Laura's Marketing Strategy as a CMO[37:25] Winning Across Channels[49:35] Final Thoughts and TakeawaysLinksConnect with Laura on LinkedInLearn more about AuctaneAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. Create something remarkable. Rise above the noise. Hosted by Simplecast, an AdsWizz ...
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    53 min
  • Clue: B2B Marketing Lessons on Creating a Cult Classic with Chief Marketing Officer at Wrike, Christine Royston

    Clue: B2B Marketing Lessons on Creating a Cult Classic with Chief Marketing Officer at Wrike, Christine Royston
    Sep 30 2025
    Not every launch succeeds on day one, but the brands that endure find ways to win over time.That’s why we’re turning to Clue, the 1985 murder mystery comedy with three different endings. Despite bombing at the box office, it grew into a beloved cult classic. In this episode, we break down its lessons with the help of special guest Christine Royston, Chief Marketing Officer at Wrike.Together, we explore what B2B marketers can learn from building strategy before execution, balancing brand and demand, and embracing word-of-mouth to turn audiences into passionate advocates.About our guest, Christine RoystonChristine Royston is a visionary global marketing executive with a proven track record of scaling iconic technology brands, architecting go-to-market transformation, and driving category leadership in the enterprise SaaS space. As Chief Marketing Officer at Wrike, Christine leads the company’s worldwide marketing strategy, fueling enterprise growth, brand acceleration, and customer-centric innovation at scale.With more than 20 years of experience across global B2B markets, Christine has built and led high-performing teams at some of the world’s most recognized technology companies—including Salesforce, Dropbox, and Imperva—where she helped pioneer marketing strategies during moments of hypergrowth and IPO. She most recently served as Global Head of B2B Marketing at Udemy and as Vice President of Marketing at Bitly, where she was instrumental in repositioning both brands for business adoption and long-term growth.Christine’s executive leadership spans Sales-Led and Product-Led Growth (PLG) models, across direct sales, freemium, and self-service go-to-market motions. Her ability to unify global teams, expand into new international markets, and launch cross-functional marketing engines has positioned her as a sought-after leader in growth-stage transformation and scaled enterprise performance.An expert in enterprise marketing strategy, customer lifecycle innovation, and multi-channel demand generation, Christine has driven business results across cloud computing, cybersecurity, financial services, and manufacturing verticals. She is also known for her passion for mentoring future marketing leaders and building diverse, inclusive, and impact-driven teams.Christine holds a B.A. from the University of Virginia and an International MBA in Global Marketing from the University of South Carolina’s Darla Moore School of Business. She brings a global lens to every challenge, with leadership experience spanning the U.S., Europe, Asia, and Latin America.What B2B Companies Can Learn From Clue:Strategy matters more than star power. Even the best team can’t save a weak story. Clue had an all-star cast, but without a clear throughline, it flopped at the box office. Christine draws a parallel to marketing: “Even if you have the best team in the world, without a great strategy, you’re not gonna win. You’ve got to have a really fantastic strategy and a really great team to back it up, so that you can kind of play on everybody’s strengths, but you’re all pointed in the right direction.” Don’t confuse talent or resources with strategy. Success comes from aligning everyone around a clear, shared story.Balance is everything. Clue was billed as both a mystery and a comedy, but leaned heavily into the silliness, confusing audiences who expected a tighter whodunit. Christine sees the same trap in B2B: “The movie was… touted as a mystery and a comedy, but it was definitely way more on the comedy side. And so thinking about that balance… and making sure that you’re really being clear with your intent of messaging, your intent of the brand.” Great marketing requires a balance between brand, demand, clarity, and creativity. Overweighting one side leaves your audience uncertain about what you really stand for.Word of mouth is your secret weapon. Despite its failure in theaters, Clue became a cult classic through community and conversation. For Christine, that’s a marketing playbook: “The fact that it did become this cult classic highlights the importance of word of mouth. How do you make sure you’re getting in front of people who will be interested in your product, or interested in your movie, and making sure that you’re leveraging communities [and] social as a way to get in front of people who maybe aren’t going to go to the box office.” Buzz builds longevity. Beyond paid campaigns, you need advocates, communities, and conversations that keep your brand alive long after launch.Quote“ How do you differentiate yourself and do something a little different. Bring some humor into what is normally a pretty straight-laced B2B technology type of industry. I think people like a little fun in their day-to-day.”Time Stamps[00:55] Meet Christine Royston, Chief Marketing Officer at Wrike[01:01] Why Clue?[01:24] The Role of CMO at Wrike[03:05] The Origins of Clue, The Movie[14:04] B2B ...
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    42 min
  • Hacks: B2B Marketing Lessons on Working the Crowd with Chief Marketing Officer at Workshop, Jamie Bell

    Hacks: B2B Marketing Lessons on Working the Crowd with Chief Marketing Officer at Workshop, Jamie Bell
    Sep 23 2025

    In comedy, the punchline only works if it lands with the audience—and B2B marketing is no different.

    That’s what we can learn from Hacks, a show about a legendary comedian reinventing herself with the help of a Gen Z writer. In this episode, we’re breaking down its lessons with the help of special guest Jamie Bell, Chief Marketing Officer at Workshop.

    Together, we explore what B2B marketers can learn from creating a “writer’s room” for fresh ideas, testing content like comedians test their sets, and embracing generational differences as a source of connection rather than division.

    About our guest, Jamie Bell

    Jamie Bell is the CMO at Workshop. She is a marketing leader with a passion for building brands in underestimated industries and demand engines that keep sales teams busy (in a good way!).

    Over the past 12+ years, Jamie has been lucky enough to work in several early- and growth-stage companies in SaaS, e-commerce, retail, and media.

    What B2B Companies Can Learn From Hacks:

    • Create a “writer’s room” for marketers. Great campaigns don’t just come from formal briefs—they need a space for messy, creative riffing. Jamie explains, “We didn’t have a writer’s room, at least at Workshop, and so when I came back from maternity leave, we added a meeting. We called it the pitch deck… it’s just like an open forum for people to do like five-minute pitches, and we just creatively layer on, and it’s been a blast.” The lesson? Carve out judgment-free time for brainstorming, where small sparks can snowball into big campaigns.
    • Test your material before scaling. Like comedians who try new jokes on the road, marketers should pilot ideas before investing heavily. Jamie notes, “She does road shows, before to test the set list. So we do some things in like our Happy Monday Club newsletter, where before we’ll like super invest in a piece of content, we’ll just see if it does better than the other content in that newsletter, and see what the reception of that is before we blow it up a bit.” The takeaway: use small, low-risk formats to gauge response, then double down on what resonates.
    • Bridge generational divides head-on. Hacks thrives on the clash between an aging comedy legend and a Gen Z writer, two perspectives that seem at odds, but create brilliance together. Jamie ties this directly to marketing: “There’s so much about marketing and internal communications that I feel is around generational differences… and I think the idea that you take that relationship, you’re unapologetic about it and you just talk about it head on… I think it’s really great too.” In B2B marketing, don’t shy away from generational dynamics; embrace them as a rich source of storytelling and connection.

    Quote

    “ Employees are your best brand ambassadors, and you need to spend some effort rolling out things internally. Having employees connected to the mission, the vision, the values.”

    Time Stamps

    [00:55] Meet Jamie Bell, Chief Marketing Officer at Workshop

    [01:33] Why Hacks?

    [02:07] The Role of CMO at Workshop

    [03:07] What is the Happy Monday Club?

    [04:45] The Concept and Creation of Hacks

    [20:16] Marketing Lessons from Hacks

    [41:38] Importance of Community and Events

    [44:03] Workshops' Content Strategy

    [45:04] Advice for a first-time CMO

    [48:38] Final Thoughts and Takeaways

    Links

    Connect with Jamie on LinkedIn

    Learn more about Workshop

    About Remarkable!

    Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com.

    In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK.

    Create something remarkable. Rise above the noise.


    Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
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    51 min
  • Eternal Sunshine of the Spotless Mind: B2B Marketing Lessons on Choosing Emotion Over Data with Chief Marketing Officer at Incorta, Noha Rizk

    Eternal Sunshine of the Spotless Mind: B2B Marketing Lessons on Choosing Emotion Over Data with Chief Marketing Officer at Incorta, Noha Rizk
    Sep 16 2025
    Great marketing isn’t just strategy, it’s intuition, timing, and a deep understanding of human behavior. That’s the beauty of Eternal Sunshine of the Spotless Mind, a movie about erasing your memories. In this episode, we’re breaking down its lessons with the help of special guest Noha Rizk, Chief Marketing Officer at Incorta. Together, we explore what B2B marketers can learn from putting human emotion at the center of their work, trusting intuition alongside data, and embracing mistakes as the path to growth.About our guest, Noha RizkNoha Rizk is the Chief Marketing Officer at Incorta. With deep expertise in Marketing, brand management, integrated channel management, product leadership, P&L accountability, and change management, across various industries and launching and leading partnerships, marketing and product in over 50 countries, Noha brings extensive experience and insights into how to execute for brand loyalty, growth and sustainable share of the market. Prior to Incorta, Noha led marketing for Meta AI, launching Llama, and leading other open source projects like PyTorch. She pioneered online banking for Amex and Citi, online booking and revenue optimisations and integrated channel strategies in the hotel industry with Starwood and Marriott, led partnerships and loyalty in emerging markets, launched NGO and Gov projects with US state department, launched and spun off two of her own successful businesses and helped organise PayPals enterprise, Platforms and Developer product offerings and streamline their GTM strategies.Noha loves to solve big problems and create groundbreaking products and services that inspire customers and business partners. She focuses on delivering insights and metrics driven outcomes, collaborating with cross-functional teams, and coming up with innovative solutions. She especially enjoys building and developing strong, resilient, and nimble teams that can adapt to changing market needs and customer expectations.Noha is an avid reader, developing painter and pianist, proud mother and animal lover with a passion for helping the private sector thrive in emerging markets.What B2B Companies Can Learn From Eternal Sunshine of the Spotless Mind:Lead with human emotion. Great marketing isn’t about features, it’s about people. Even in B2B, you’re dealing with human psyches, behaviors, and emotions—not faceless corporations. Noha explains, “Even as B2B marketers… you’re dealing with individuals. You’re dealing with the human psyche, you’re dealing with the buying behavior… ultimately that is the objective. The objective is to maintain a relationship with your customers.” The lesson? Build messaging that connects on a human level first, because behind every buying decision is a person making sense of their own emotions.Balance data with intuition. Metrics matter, but numbers can’t capture everything. Noha argues that some of the best insights come from being present, listening, and noticing what the data can’t show. “Some things can’t be measured…A big chunk of marketing has to be intuitive. It’s not always purely scientific.” Just as the film’s dreamlike narrative reminds us memory isn’t linear or logical, B2B marketers need to leave room for creativity, serendipity, and gut instinct, because not everything that counts can be counted.Embrace mistakes as part of growth. Trying to erase failures is as dangerous in marketing as it is in memory. Noha points out, “You can’t just erase away the pain… you won’t learn if you don’t make mistakes. A lot of marketers have to be super buttoned up, their campaigns have to work… there isn’t a lot of opportunity for marketers these days to be allowed to make mistakes.” But the best brands learn from experiments that don’t go as planned. Failure isn’t wasted, it’s the raw material for innovation, resilience, and better campaigns down the road.Quote“ As marketers…we explore the human psyche pretty much day in, day out, even if it's not explicitly said. But that's essentially what we do.”Time Stamps[00:55] Meet Noha Rizk, Chief Marketing Officer at Incorta[1:26] Why Eternal Sunshine of the Spotless Mind?[5:51] Role of CMO at Incorta[9:07] Breaking Down Eternal Sunshine of the Spotless Mind[22:11] B2B Marketing Takeaways from Eternal Sunshine of the Spotless Mind[43:56] Final Thoughts and TakeawaysLinksConnect with Noha on LinkedInLearn more about IncortaAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by ...
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    46 min
  • Friends: B2B Marketing Lessons on The One About Community with Chief Marketing Officer at 2X, Lisa Cole

    Friends: B2B Marketing Lessons on The One About Community with Chief Marketing Officer at 2X, Lisa Cole
    Sep 9 2025
    It’s not easy to keep pace with constant change. If you want to stand out, you need to pivot (yes, PIVOT!), adapt, and build real connection with your audience.That’s the genius of Friends, a cultural phenomenon built on chemistry, community, and conversations that felt timeless. In this episode, we’re decoding its lessons with the help of our special guest Lisa Cole, Chief Marketing Officer at 2X.Together, we explore what B2B marketers can learn from embracing constant pivots, building your own Central Perk with your community, and why team chemistry often matters more than individual expertise.About our guest, Lisa ColeLisa Cole is currently CMO at 2X. She's a strategic marketing leader with over 24 years of experience driving transformative growth for B2B technology and professional services. As a former CMO at Huron, FARO, and Cellebrite, she has earned industry recognition for enhancing brand positioning, optimizing demand generation, and leveraging AI to accelerate go-to-market strategies. Through her earned accolades from Sirius Decisions, Forrester, and CMO Alliance and her book The Revenue RAMP, she guides B2B leaders in achieving more with less using her proven frameworks. What B2B Companies Can Learn From Friends:Pivot, pivot, pivot. In marketing, staying still isn’t an option. New channels, new buyer behaviors, and now AI advancements mean marketers are in a constant state of change. Lisa explains, “Pivot is certainly one, especially now that, it seems like every week there’s a new advancement… marketing as a whole is pivot. We’re constantly in a period of time in between pivots is compressing.” The same way Ross couldn’t move that couch without shouting “Pivot!” every marketer today needs to be ready to shift strategy, adjust direction, and keep moving forward.Create your Central Perk. Every brand needs a place where buyers feel safe, connected, and part of something bigger than a transaction. For the Friends cast, it was Central Perk, a space where they could gather, vent, and support each other without judgment. Lisa says, “You have to create a place… where your target audience, your buyers feel safe to get together and meet and engage as a community… if you care about Central Perk for your buyers, then they’ll care about you too.” In B2B, that means investing in communities and experiences where customers can be candid, connect with peers, and build trust—with your brand quietly in the background.Build team chemistry. The Friends cast worked because the chemistry was real—something greater than the sum of its parts. Marketing teams are no different. Lisa says, “Sometimes it’s the chemistry that matters more than the expertise. It's not necessarily that I brought together six experts.  It's the way that they work together, sometimes is the real magic.” Great marketing doesn’t just come from the smartest experts; it comes from teams (in-house, partners, or both) who click, collaborate, and push each other toward a shared mission.Quote“  I'm not necessarily saying to marketers that this cast needs to be a large in-house marketing team. I'm just simply saying that the people that are in the day-to-day business of executing marketing for your organization, that there is a chemistry between them and that they are working together in a unified way.”Time Stamps[00:55] Meet Lisa Cole, CMO at 2X[01:09] Why Friends?[01:52] The Role of CMO at 2X[03:34] The Creation of Friends[07:54] The Chemistry and Dynamics of Friends[21:59] Marketing Takeaways from Friends[32:17] The Humble Leader[37:36] Introducing Brand Gravity[48:11] 2X’s Content Strategy[49:46] Final Thoughts and TakeawaysLinksConnect with Lisa on LinkedInLearn more about 2XAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. Create something remarkable. Rise above the noise. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
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    55 min