Episode 1
From Stuck in the Past to Digital First: B2B Transformation Secrets
June 10, 2025
Ditch the old-school ways and get with the times. Velinda Cox, transformation guru and president of Sound Horizon, spills the real tea on how ANY B2B company—big or small—can kick-start a digital transformation. From aligning teams to adapting processes, learning the savvy strategies and culture hacks that will turn your company’s digital dreams into a profitable reality. Spoiler alert: It’s not about tech—it’s about getting everyone on the same page and ready to hustle.
Guest: Velinda Cox, president of change management and former senior vice president of ecommerce Konica Minolta Business Solutions U.S.A., Inc.
The B2B Wake-Up Call: How to Survive the Demanding Millennial Buyer
Episode 2
June 24, 2025
Digital transformation will be in full-blown overdrive. And guess who’s driving it? Younger corporate buyers who want it all: seamless omnichannel experiences, diverse offerings, and a smooth, pain-free process. But here’s the kicker: 96% of them are pissed off with something in their buying journey—whether it’s clunky tech or a lack of diversity in your approach. Digital marketing pro Justin Racine drops the truth on how B2B marketers can stop ignoring the obvious, listen to buyer demands, and actually get it right before they lose the sale—and their reputation.
Guest: Justin Racine, Perficient Principal, Unified Commerce Strategy
Episode 3
"CMO on Demand"
July 8, 2025
Who needs a full-time CMO when you can get the best parts without the baggage? CMO on Demand cuts through the fluff and gets real about why fractional CMOs are the future of marketing leadership. No bloated salaries, no long-term BS—just sharp strategies, straight talk, and results. Hosted by seasoned fractional CMOs who’ve seen (and fixed) it all, this podcast serves up the hard truths and smart moves you need to scale fast.
Guest: Klaus Werner, Chief Digital and Marketing Officer, Agility Group
Leap of Faith: B2B Lessons from a Shuttle Controller Turned Food Mogul
Episode 4
July 22, 2025
Sometimes you’ve just got to say “screw it,” follow your gut, and take the plunge. That’s what Lori McDonald did when she and her husband bought Norsland Lefse, a small food manufacturer. Now, she’s using her eCommerce chops and risk-taking skills to reinvent the company, blending tradition with innovation. B2B marketers, take notes: Lori’s journey is a masterclass in balancing risk with reward—and knowing when to partner up and learn as you go.
Guest: Lori McDonald, president and CEO Brillance Business Solutions and Norsland Lefse.
Episode 5
August 5, 2025
Pivot for Profit: The Business Case for Retention Marketing
Retention is often the redheaded stepchild in B2B Marketing as we all know it takes a backseat to lead generation. Today our No Bull guest, Ruth Stevens, make the case for changing all that. She provides evidence-based rationales for devoting more marketing budget and resources to initiatives that that not only retain your best customers but grows them. Starting with a strong financial business case. Ruth demonstrates opportunity for significant business growth, at a higher ROI, and will convince you that retention should never rely on discounts and promotions. Plus, she lays out strategies for cross-sell, upsell, loyalty programs and win-back efforts. Get ready to pivot and watch profits accelerate.
Guest: Ruth Stevens is a B2B Marketing Advisor, Educator, Author | Adj. Prof at NYU Stern | Board member | Co-host of "Marketing Horizons" and "Marketing Legends" podcasts | Speaker
Episode 6
Forget the Forecast—Focus on Your Customers
August 19, 2025
OEMS and distributorships are bleeding customers – not because their products suck, but because their marketing systems and customer experience haven’t’ kept pace with what buyers expect today. That’s why Kristina Harrington is here to provide a healthy dose of “tactical honesty”. She elaborates on the widening digital gap in industrial B2B that is costing companies more than they think. And she blames some of it on outdated thinking. Specifically, the kind that believes relationships alone will keep customers loyal and that often underestimates how digitally fluent today’s B2B buyer is. Join us for Kristina’s no bull straight talk and get real-world examples of where to focus for double-digit returns.
Kristinia Harrington is the CEO of GenAlpha Technologies
Episode 7
Want Better Business Performance? Start Leading Like It Matters
September 2, 2025
Here’s what it really takes for CEOs to support effective marketing when there are various challenges in the market. With tariffs looming, the ISM index slipping, and consumer confidence in decline, marketers can’t succeed without leadership that shows up, communicates clearly, and executes.
Barry lays out how transformational leaders drive daily results, execute on big initiatives, and build engagement from the boardroom to the front line—especially when growth is slow and pressure is high. If you’re a CEO who wants better marketing outcomes, focus on more than the quarterly slide deck and start leading like it matters. No fluff. Just facts, frameworks, and a little fire.
Guest: Barry Litwin—CEO of Test Equity and the former CEO of Global Industrial, Adorama, and Party City.
Episode 8
From Mad Men to Modern Men: Rescuing B2B from the Dustbin of Marketing History
September 16, 2025
Is your B2B marketing strategy stuck somewhere between a fax machine and a flip phone? Join us as Mark A. Pickett, certified slayer of stale strategies—calls time on outdated tactics. He dives into what it really takes to drag multi-generational companies into the marketing present (and even future), where brand matters, customer experience rules, and “we’ve always done it this way” gets left in the shredder. This one’s not just a wake-up call—it’s a marketing intervention.
Guest: Mark A. Pickett—B2B marketing executive, Co-Founder of The Black Phoenix
Episode 9
Selling Into the Boss: Why We Are Not Successful at It
September 30, 2025
Often as marketers, we come unprepared to the table when it comes to getting the budgets we need and the recognition we want. Not only do we feel unappreciated, but we also fight with the sales team over attribution and impact. In this episode, we take a hard look in the mirror and acknowledge that this is mostly our undoing. But don’t despair. We are going to talk No Bull about what we are good at and how to do a better job of persuading the executive team on the importance and revenue generating power of marketing. In the end, you’ll know what success looks like and how to build a business case that the boss will green light – every time.
Guest: Cyndi Greenglass, President Livingston Strategies, Adj. Instructor at West Virginia University, Board Member, Cand o-host of "Marketing Horizons" and "Marketing Legends" podcasts
B2B Agency Trends: Evolve Now and Fix Client Pain Points
October 14, 2025
Episode 10
In this episode we dig into the hard truths of agency life with a no-fluff conversation about the future of B2B marketing agencies. Agencies today face a stark choice: evolve now or risk irrelevance. Together with industry veteran Mark Sneider, we explore why so many agencies still struggle with positioning, what clients actually want from their partners, and how emerging technologies like AI and predictive analytics are reshaping expectations. The discussion uncovers the biggest pitfalls — from generic positioning that resonates with no one to reporting dashboards that fail to inform real decisions. If you’re running a B2B agency or hiring one, this episode is packed with actionable takeaways on clarity, creativity, and delivering true client value. As Liz sums it up: position or perish.
Guest: Mark Sneider, Founder & CEO, RSW/US
Part One: Agentic AI for Marketers 101 — Why Your Chatbot Isn’t Enough
October 28, 2025
Episode 11
Marketers love to talk about AI, but let’s be honest: most of us are still treating it like Clippy 2.0. Helpful? Sure. Revolutionary? Not even close. In this episode of B2B No Bull, Liz and Mark pull in Scot Wingo — serial ecommerce troublemaker, ChannelAdvisor co-founder, and founder of ReFiBuy — to explain why the real story isn’t today’s chatbots, but a new era of “agentic AI.”
Agentic AI isn’t about automating copywriting or customer service replies. It’s about giving AI the ability to act — to plan, execute, and adapt with minimal human oversight. Scot lays out why this shift is bigger than marketers realize, and how brands and retailers that embrace it now will gain an edge.
Guest: Scot Wingo, serial entrepreneur, Co-Founder of Channel Advisor, and CEO of ReFiBuy
Part Two: Agentic AI for Marketers 101 — Handing Over the Steering Wheel
November 11, 2025
Episode 12
So what happens when AI stops being your assistant and starts being your agent? In Part Two of our conversation with Scot Wingo, we dive into the implications of giving machines more autonomy in marketing. From campaign orchestration to supply-chain optimization, agentic AI can shoulder the heavy lifting — if you’re willing to trust it.
Scot doesn’t sugarcoat it: most marketers are behind the curve, still stuck in outdated playbooks while competitors experiment with autonomous AI tools. He shares practical examples of where agentic AI is already driving results, what’s still experimental, and how to spot the difference between hype and hard reality.
By the end, you’ll know what’s coming, what’s possible, and why the biggest risk may be waiting too long to try.
Guest: Scot Wingo, serial entrepreneur, Co-Founder of Channel Advisor, and CEO of ReFiBuy
From Rearview to Radar: The New Rules of Market Research
November 25, 2025
Episode 13
In this episode of B2B No Bull, we tackle the future of market research with Patricia Velázquez from Google. Patricia breaks down how AI, automation, and real-time data are transforming the way companies understand their customers—moving from static reports to living, predictive insight engines. From synthetic panels to agentic research, she reveals how B2B brands can turn overwhelming data into fast, actionable intelligence. Whether you’re a marketer, strategist, or data skeptic, this conversation shows why the future of research isn’t analysis—it’s anticipation.
Patricia Velázquez, Education Strategy & Insights Lead at Google.
Episode 14
Leverage Astrology to Your Benefit in Business
December 9, 2025
Astrology in business? You bet. In this episode of B2B No Bull, Liz and Mark Brohan sit down with financial astrologer Susan Gidel to explore how the stars can help marketers make smarter, more strategic choices. From knowing the best times to send emails or launch campaigns, to avoiding pitfalls during Mercury retrograde, Susan shows how cosmic timing can give B2B professionals a surprising edge.
Susan Gidel is the owner of SusanGSays LLC, a financial astrologer, consultant, and author. She previously worked in the commodity futures industry and has been writing an astrology-based market newsletter since 2013.
Episode 15
The Evolution of PR: From Earned Media to Perceived Value
January 6, 2026
In this episode of B2B No Bull, hosts Liz and Mark Brohan unpack the evolution of Public Relations—from old-school media pitching to today’s AI-driven, transparency-focused landscape. They explore how earned media remains the credibility engine behind integrated marketing, why “perceived value” still matters, and how brands can stand out in a world flooded with paid and sponsored content. The discussion dives into the future of PR, proving that authenticity and trust will always win over noise and volume.
Randolf (Randy) Pitzer, Principal Ritzer Relations Public Relations
Episode 16
The Buyer Asked, You Didn’t Answer: Fixing the B2B Black Hole
January 20, 2026
Today on B2B No Bull, hosts Liz and Mark Brohan, with special guest Cyndi Greenglass, shine a spotlight on one of the most overlooked gaps in B2B marketing—the moment when “the buyer asked, and you didn’t answer.” From the rise of answer optimization to the death of vague, SEO-driven fluff, this conversation exposes how unanswered questions are costing companies leads, credibility, and sales. Discover how to turn buyer intent into trust by giving clear, context-driven answers at every stage of the journey.