MarTech Podcast ™ // Marketing + Technology = Business Growth

Épisodes

• 
  Building the Context Layer AI Is Missing 16.09.2026 4min

  AI gives confident answers built on missing context. Kelly Hopping, four-time CMO and current CMO at 6sense, breaks down where that context gap hits go-to-market teams and how her CPG training shapes the fix. She explains treating brand marketing as full P&L ownership, not logo management, and applying classic 4P discipline—pricing, distribution, promotion, and messaging—as one system instead of disconnected levers. She contrasts this GM-style, cross-functional execution model with the narrower brand role common at most B2B SaaS companies. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
• 
  Why Your Hottest Accounts Aren't Buying 15.09.2026 4min

  AI tools sound confident even when they're wrong. Kelly Hopping, Chief Marketing Officer at 6sense, explains where that missing context breaks go-to-market execution. She unpacks how account scoring models miss buying signals, why intent data needs human judgment layered on top, and what marketers should check before trusting an AI-generated account list. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
• 
  Have You Read What Your AI Is Sending? 14.09.2026 53min

  AI segments and messages without full context can be confidently wrong. Kelly Hopping, four-time CMO and CMO at 6sense, explains why more automation doesn't equal more pipeline. She breaks down multi-touch attribution across a six-month lookback, the shift from bottom-of-funnel demand gen to owned content that surfaces in LLM answers, and using gifting for deal acceleration instead of last-touch meeting bait. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
• 
  Is the future all about marketing to machines? 04.09.2026 5min

  AI agents are replacing humans as the primary marketing audience. Isaac Ferreira, VP of Growth Systems and AI at Shift Paradigm, has spent 25 years building growth systems across defense, healthcare, and enterprise technology. He explains how brands need to build AI awareness and visibility so agents recommend them during customer queries. He breaks down the shift from human-to-human marketing toward machine-to-machine interactions, including brands deploying MCPs that let AI agents query pricing, delivery timelines, and case studies directly. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
• 
  The one one marketing workflow to build from scratch using AI 03.09.2026 3min

  Campaign management still relies on manual, segment-based work. Isaac Ferreira, VP of Growth Systems and AI at Shift Paradigm, explains how to rebuild it with AI from scratch. He covers automating project scheduling and resource calendars, tracking completion across platforms, and moving from segment-based campaigns to true one-to-one personalization at scale. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
• 
  Should companies focus on building their own intelligence layer? 02.09.2026 6min

  Companies need their own AI intelligence layer, not just API access. Isaac Ferreira, VP of Growth Systems and AI at Shift Paradigm, breaks down why proprietary operating context matters more than model choice. He explains how enterprise AI accounts avoid training data leakage, why businesses should build fallback capability across multiple models, and when locally hosted open-weight models beat frontier models for high-risk processes. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
• 
  One AI capability marketers are consistently overestimating today 01.09.2026 4min

  Marketers assume AI understands business context automatically. Isaac Ferreira, VP of Growth Systems and AI at Shift Paradigm, explains why that assumption fails without proper training. He breaks down giving off-the-shelf AI tools business-specific context, setting operational constraints, and building governance frameworks before deploying them at scale. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
• 
  Operationalizing Marketing as AI-tooling evolves 31.08.2026 33min

  Most marketers treat AI as another app, not an operating system. Isaac Ferreira, VP of Growth Systems and AI at Shift Paradigm, explains how to build an agentic foundation instead. He breaks down recursive learning loops built on goal, context, measure, and levers, plus signal-based personalization that replaces static ICPs and segments. Ferreira also outlines a use-case-based rollout, starting with one workflow like campaign management, to prove ROI before scaling data infrastructure company-wide. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
• 
  Is AI more like a tool or an operating system? 22.08.2026 3min

  Clean data beats clever algorithms in AI marketing. Katrina Wong, Chief Marketing Officer at New Relic, brings 20+ years of enterprise go-to-market experience to the data-versus-AI debate. She argues AI functions as an operating system, not a standalone tool, becoming the intelligence layer powering interconnected agent workflows. Wong stresses that AI output quality depends entirely on data hygiene, making clean data infrastructure a prerequisite for effective AI-driven decision-making. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
• 
  One piece of marketing technology you think most teams could stop paying for tomorrow 21.08.2026 4min

  Marketing teams keep paying for tools they no longer need. Katrina Wong, Chief Marketing Officer at New Relic, explains why AI is replacing entire categories of MarTech software. Her team canceled a competitive intelligence subscription after building roughly 85 AI agents to gather and organize the same data. The output now feeds one-pagers and an interactive Gemini gem, giving sales real-time answers without waiting on a team or logging into a clunky dashboard. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
• 
  One metric acquirers scrutinize that most marketers completely overlook 20.08.2026 4min

  Rising AI costs are quietly eroding marketing's bottom line. Katrina Wong, Chief Marketing Officer at New Relic, has led seven successful exits and now factors AI spend directly into cost of goods sold. She breaks down the buy-versus-build decision for AI agents, explains why New Relic won't automate end-to-end campaigns yet, and shares how her team is orchestrating agents across marketing handoffs to control costs. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
• 
  Changes to how you'll spend a marketing budget 19.08.2026 4min

  AI adoption is upending marketing budgets. Katrina Wong, Chief Marketing Officer at New Relic, brings 20+ years leading marketing and go-to-market strategy across enterprise tech companies including Twilio Segment, Hired, Zuora, Salesforce, and SAP. She discusses experimenting with OpenAI's ChatGPT app program despite unproven ROI, treating emerging AI platforms as a budget hypothesis rather than a guaranteed channel, and rethinking SEM investment as LLMs become a default search interface. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
• 
  By 2028 the AI tools developers could cost more than the developers themselves? 18.08.2026 4min

  AI development costs won't outpace developer salaries by 2028. Katrina Wong, Chief Marketing Officer at New Relic, brings 20+ years of enterprise marketing leadership and AI-driven go-to-market expertise. She predicts market competition and open models will keep AI tooling affordable, while token costs won't scale to $250,000 per developer per year. Wong also points to one-to-one personalized marketing and selling as the next frontier AI will unlock. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
• 
  Why Your Data Isn't Changing Your Business Decisions 17.08.2026 31min

  Navigate AI automation bias with source-of-truth fact-checking with Katrina Wong from New Relic.
• 
  The marketing workflow that will disappear completely over the next 3 years 08.08.2026 4min

  Most marketing campaign workflows will disappear within three years. Brendan Farnand, Co-founder and Chief Evangelist at Knak, spent the past year talking with over 100 enterprise marketing teams—including OpenAI, Google, Stripe, and AT&T—to learn where AI helps campaign production and where it breaks. He explains what separates companies experimenting with AI from the ones actually shipping better marketing, and how campaigns should function in the AI era. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
• 
  What parenting can teach you about leading marketing teams 07.08.2026 4min

  AI removed the campaign bottleneck, but volume alone won't win. Brendan Farnand, co-founder and chief evangelist at Knak, spent the past year studying how 100+ enterprise teams—including OpenAI, Google, and YouTube—build AI-native marketing campaigns. He breaks down OpenAI's workflow that starts with an unstructured Slack message, uses AI agents to build a structured brief in Linear, then generates production-ready assets through an MCP server. Farnand also explains why campaigns should function like factory production lines, how to apply Goldratt's single-constraint theory to marketing throughput, and where humans stay in the loop to protect taste and relevance. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
• 
  The mistake almost every conference speaker makes 06.08.2026 3min

  Most conference speakers turn their session into a sales pitch. Brendan Farnand, co-founder and Chief Evangelist at Knak, has spoken at Adobe Summit, Salesforce Connections, and the MarTech Conference. He explains why a full product pitch on stage falls flat, and how to make your talk relevant enough that the audience leaves with something they can actually use at their organization. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
• 
  Let AI agents use your platform or force marketers into your UI? 05.08.2026 6min

  Marketing teams struggle to make AI work in real campaign production. Brendan Farnand, co-founder and Chief Evangelist at Knak, spent the past year talking with over 100 enterprise marketing teams—including OpenAI, Google, Stripe, and AT&T—to learn where AI helps and where it breaks. He explains what separates companies experimenting with AI from those actually shipping better marketing, how campaigns should function in the AI era, and how to deliver value to an audience without turning it into a sales pitch. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
• 
  One AI tool every marketer should be experimenting with right now 04.08.2026 4min

  Most marketing teams experiment with AI but never ship better work. Brendan Farnand, Co-founder and Chief Evangelist at Knak, spent the past year interviewing 100+ enterprise marketing teams—including OpenAI, Google, Stripe, and AT&T—to learn what separates AI experimentation from real output. He explains how marketing campaigns should function in the AI era, where AI actually helps versus where it breaks, and how to build on-brand campaign assets at scale without code or developer support. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
• 
  How to launch AI-Native Marketing Campaigns 03.08.2026 44min

  AI made campaign creation easy, so the new bottleneck is knowing what to ship. Brendan Farnand, co-founder and chief evangelist at Knak, spent the past year studying how enterprise teams like OpenAI, Google, and YouTube build AI-native campaigns. He breaks down OpenAI's agent workflow that starts with an unstructured Slack message, builds a structured brief in Linear, then passes assets to a production platform for a human to add taste. He also explains applying Goldratt's Theory of Constraints to find the single bottleneck in your go-to-market process, and why speed to market can mean millions more customers reached. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.