Natalie Marcotullio & Mark Kilens invited me on their podcast GTM News Desk.

We discuss:

How do you build messaging that actually sticks across every team that touches it?

How do you know when an "insight" is genuinely worth acting on or when it's just a pattern dressed up in fancy words?

What does it take to teach AI to think like you, not just write like one version of you?

Mojo Founder Eric Holland and I reveal what's really broken about how B2B companies develop and distribute their messaging. We dig into why most customer research is pulled from the most biased data available and how to document your decision-making, not just your knowledge, so AI can actually replicate your judgment. We also provide answers to why chasing every new AI workflow is making most marketers worse, not better. Eric and I challenge the idea that volume of insights equals quality of insights, arguing that a single finding that changes how your whole company goes to market is worth more than a hundred tagged Gong quotes.

Jump in:

(00:00) We need a higher standard for b2b research

(00:35) What CMOs are actually talking about at conferences right now

(04:40) How shame and fear became the default AI adoption strategy

(08:41) The difference between AI-exhausted and AI-excited teams

(12:44) Four Tendencies and what it means for AI adoption

(16:31) Why B2B messaging is broken even at well-funded startups

(19:14) What separates Mojo from just pointing Claude at your Notion

(27:26) What good writing actually feels like and whether AI can get there

(32:17) The solar plexus test and how to know when your copy is working

(34:05) Why nuance and emotion are the real gap in AI writing

(39:27) Why most insight tools are just pattern-matching machines

(44:19) How to check if your researcher is actually any good

(47:30) The danger of everyone using the same workflows to find the same "insights"

(50:01) What B2B marketing gets wrong that B2C figured out long ago

(53:21) Go deep on one thing for a quarter

(55:22) Why you should only build what you already know in your sleep

Connect with Eric: https://www.linkedin.com/in/eric-holland-not-a-marketer/

Connect with Anna: https://www.linkedin.com/in/annafurmanov/

Mojo: https://mojopmm.com/

Mojo + Moxie: https://mojo-and-moxie.com/

274 - Your AI's Outputs Are Only As Good As Its Brain (GTM News Desk)

Building With Buyers: Startup Marketing and Growth Fueled By Customers

274 - Your AI's Outputs Are Only As Good As Its Brain (GTM News Desk)