What’s changing in how B2B buyers evaluate and purchase software?

How can interactive demos create a frictionless, buyer-first experience?

What role does AI play in the future of go-to-market strategies?

Those are the three big topics we’re covering in this episode of GTM News Desk. Natalie Marcotullio, Head of Growth of Navattic, joins us to discuss how buying behaviors have shifted, why self-service and peer-driven evaluations are reshaping the market, and how companies can leverage interactive demos to meet buyers where they are.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:42) Why pipeline influence is the key marketing metric

(03:52) AI-powered attribution and predicting revenue impact

(06:40) Millennial and Gen Z buyers are reshaping B2B decision-making

(07:39) The rise of digital self-service for million-dollar transactions

(10:09) How interactive demos create a buyer-first experience

(13:57) Signal-based marketing and leveraging intent data

(19:21) The power of product-led growth and show-don’t-tell strategies

(24:52) The future of B2B buying and AI-driven sales transformation

(24:03) Exclusive content preview and closing thoughts

To hear Natalie’s insights on pipeline influence, AI-powered attribution, and the future of B2B buying, check out the extended conversation on TACK Insider: https://tackinsider.com/

Connect with Natalie Marcotullio: https://www.linkedin.com/in/natalie-marcotullio/
Connect with Daniel Curtis: https://www.linkedin.com/in/danielemc3/

Our sources from today’s headlines:
Headline 1: https://www.searchenginejournal.com/linkedin-report-reveals-5-key-trends-reshaping-b2b-marketing/539237/
Headline 2: https://www.digitalcommerce360.com/2025/01/22/3-ways-millennial-gen-z-buyers-will-change-b2b-buying/

Produced in partnership with: https://shareyourgenius.com/

How are B2B SaaS companies adapting to a market where traditional growth channels are failing?

What does the shift from a channel mindset to a network-based strategy mean for go-to-market teams?

How can companies leverage experiential events to drive deeper engagement and real business impact?

Those are the three big topics we’re covering in this episode of GTM News Desk. Josh King and Daniel Curtis from emc3 join us to break down the power of events, the pitfalls companies face in planning them, and how to create meaningful brand experiences that drive results.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:48) The challenges facing B2B SaaS and venture-backed companies

(04:22) Why companies need to move from channels to networks

(06:57) AI hype, DeepSeek, and security concerns

(09:10) The future of AI-first companies and go-to-market strategies

(12:26) The power of experiential events in B2B marketing

(15:14) How companies get events wrong and how to fix it

(18:09) The debate: Large flagship events vs. smaller targeted gatherings

(21:24) KPIs for experiential event marketing

(24:03) Exclusive content preview and closing thoughts

To hear Josh and Daniel’s insights on event strategy, sales and marketing alignment, and the future of experiential marketing, check out the extended conversation on TACK Insider: https://tackinsider.com/

Connect with Josh King: https://www.linkedin.com/in/joshkingemc3/
Connect with Daniel Curtis: https://www.linkedin.com/in/danielemc3/

Our sources from today’s headlines:

Segment 1: https://techcrunch.com/2025/01/26/2025-will-likely-be-another-brutal-year-of-failed-startups-data-suggests/

Segment 2: https://www.bloomberg.com/opinion/articles/2025-01-27/china-s-ai-deepseek-shows-silicon-valley-s-huge-blindspot

Produced in partnership with: https://shareyourgenius.com/

How is go-to-market strategy evolving in a world of shifting buyer expectations?

What role does AI play in reshaping sales, solutions engineering, and customer success?

Why are traditional sales playbooks breaking down, and what comes next?

Those are the three big topics we’re covering in this episode of GTM News Desk. We’re joined by James Kaikis, CRXO at TestBox, who shares insights on the convergence of trends reshaping B2B sales, the rise of solutions engineering, and how companies can move beyond transactional selling to become true strategic partners.

Jump into the action:
(00:00) Welcome to GTM News Desk
(02:44) Why traditional sales playbooks are breaking down
(06:31) Becoming a strategic partner instead of just a vendor
(09:42) The role of AI and shifting buyer expectations
(12:28) Aligning sales, solutions, and customer success teams
(15:47) The impact of accountability on software adoption
(18:56) Overcoming barriers to unifying go-to-market teams
(22:21) Building a business with customer intent in mind

To hear James Kaikis’ insights on redefining sales engagement, building customer trust, and the future of solutions teams, check out the extended conversation on TACK Insider: https://tackinsider.com/

Connect with James Kaikis: https://www.linkedin.com/in/jameskaikis/

Our sources from today’s headlines:
Google won't add fact checks despite new EU law: https://www.axios.com/2025/01/16/google-fact-check-eu
Key shifts redefining the future of go-to-market strategy: https://martech.org/2025-gtm-forecast-key-shifts-redefining-the-future-of-go-to-market-strategy/

Produced in partnership with: https://shareyourgenius.com/

How is AI reshaping productivity in go-to-market strategies?

What does Benedict Evans’ AI Eats the World report reveal about the future of large language models?

How can businesses craft messaging that resonates with customers while avoiding jargon overload?

Those are the three big topics we’re covering in this episode of GTM News Desk. We’re joined by Emma Stratton, Founder of Punchy and author of Make It Punchy, who dives into the art of creating impactful B2B messaging, the challenges of internal alignment, and why clarity always trumps confusion. Emma explores how to simplify complex tech products, connect with customers on a human level, and ensure your messaging stands out in an increasingly automated world.

Jump into the action:

(00:00) Welcome to GTM News Desk
(05:01) Building AI infrastructure for future efficiency
(07:09) Multi-agent networks redefine marketing automation
(11:42) Strategic storytelling with Emma Stratton
(15:39) Defining niche language in B2B tech
(17:51) How complex messaging dilutes company value
(21:05) Simplifying tech messaging for broader understanding
(25:06) Butterdocks’ focused approach to messaging
(28:26) Why strategy and writing must remain separate
(32:15) Starting with the mind before using AI for polish
(32:59) Why ChatGPT often outputs jargon-filled content

To hear Emma Stratton’s insights on making tech messaging more human, aligning cross-functional teams in messaging projects, and why clarity trumps persuasion in the B2B space, check out the extended conversation on the TACK Insider: https://tackinsider.com/

Connect with Emma Stratton: https://www.linkedin.com/in/emma-stratton-punchy/

Our sources from today’s headlines:

https://www.ben-evans.com/presentations

https://simple.ai/p/3-predictions-for-the-future-of-ai-agents-in-2025?utm_source=simple.ai&utm_medium=newsletter&utm_campaign=3-predictions-for-the-future-of-ai-agents-in-2025&_bhlid=be8e6290ec95044ca037dd6eefe520d0da7fe374

Produced in partnership with: https://shareyourgenius.com/

Why is it easier to launch a startup than to achieve sustainable growth?

What impact will OpenAI's SearchGPT have on the search experience?

How is Klue’s Compete Network helping product marketers gain a competitive edge?

Those are the three big topics we’re covering in this episode of GTM News Desk. We’re joined by Katie Berg, VP Marketing at Klue, who explores insights on community-led growth, the role of competitive analysis, and the innovative ways Klue is integrating AI. Katie dives into the challenges of audience building, the value of creating genuine connections, and how Klue’s Compete Network is setting a new standard for competitive intelligence in marketing.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:30) Startups are Cheaper to Build, But More Expensive to Grow

(05:52) OpenAI Launches SearchGPT

(13:25) The Role of Community in Brand Loyalty

(15:40) What is The Compete Network?

(17:00) Creating Value-Driven Content Partnerships

(23:16) Influencer Marketing Strategies That Work

(23:45) How Big is The Production Team Behind The Compete Network

(25:17) How to Turn Subscribers into Communtiy Members

(29:50) Compete Network and Klue’s Approach to Community

To hear Katie Berg’s insights on fostering community-led growth, leveraging competitive insights for more innovative product strategies, and integrating AI for a more compelling customer experience, check out the extended conversation on the TACK Insider: https://tackinsider.com/

Connect with Katie Berg: https://www.linkedin.com/in/katiepberg/

Our sources from today’s headlines:

https://andrewchen.com/startups-are-cheaper-to-build-more-expensive-to-grow/

https://www.theverge.com/2024/10/31/24283906/openai-chatgpt-live-web-search-searchgpt

Produced in partnership with: https://shareyourgenius.com/

What does Zendesk’s new AI solution mean for the future of customer experience?

How is the new company Agency reinventing customer success to empower teams?

Can customer-led growth really drive sustainable revenue?

Those are the 3 big topics we’re covering on this episode of GTM News Desk. We’re joined by Gianna Scorsone, Co-Founder and Chief Operating Officer of Champion, to share her insights on customer-led growth as a strategic revenue driver. She explores how customer marketing can closely align with customer success to improve metrics like win rates, time to close, and retention.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:16) Zendesk’s New AI-Powered Solution for Intelligent CX

(05:32) New Company Called "Agency" Boosts Customer Success with AI

(10:25) What is Customer-Led Growth?

(16:39) Biggest Mistakes In Partnering With Customers To Drive Growth

(19:19) Driving Customer-Led Growth Across Pre- and Post-Sale Strategies

(22:13) Should You Source Or Influence In Campaigns?

(23:45) People-first Customer-Led Growth

To hear Gianna Scorsone’s insights on activating customer champions, designing impactful reference programs, and aligning teams for customer-led growth, check out the extended conversation on the TACK Network: https://tacknetwork.com/

Connect with Gianna Scorsone: https://www.linkedin.com/in/giannascorsone/

Our sources from today’s headlines:

https://www.techedgeai.com/zendesk-unveils-ai-powered-omnichannel-innovations-to-elevate-cx/
https://techcrunch.com/2024/10/16/after-selling-drift-ex-hubspot-exec-launches-ai-for-customer-success-managers/

Produced in partnership with: https://shareyourgenius.com/

How is AI making it easier and more affordable to start a business?
What are network effects and how do they drive business growth?
Do Go-to-Network strategies, a twist on traditional go-to-market approaches, enhance go-to-market effectiveness?

Those are the 3 big topics we’re covering on this episode of GTM News Desk. We’re joined by Mac Reddin, Co-Founder & CEO of Commsor, to share his insights on building authentic business connections, driving growth through introductions, and how new companies can tap into network effects for long-term success.

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:43) Insanely Cheap Ways to Start a Business

(05:45) The Power of Network Effects in Scaling Businesses

(11:40) Meet Mac Reddin, Co-Founder & CEO of Commsor

(12:45) What is Go-to-Network?

(13:57) Tips for Using Go-to-Network

(16:54) Roles of Trust and Authenticity in Business Networks

(21:30) Tips for Business Network Growth

(26:47) Biggest Misconception About The Value of Network

To hear Mac Reddin’s insights on the NDR playbook, building networks, and creating long-term relationships in B2B sales, check out the extended version of the conversation on the TACK Network: https://tacknetwork.com/

Connect with Mac Reddin: https://www.linkedin.com/in/mac-reddin/

Our sources from today’s headlines:

https://andrewchen.com/startups-are-cheaper-to-build-more-expensive-to-grow/
https://online.hbs.edu/blog/post/network-effects-business

Produced in partnership with: https://shareyourgenius.com/

What does Jony Ive's collaboration with OpenAI mean for AI and hardware integration?

Is it ethical for LinkedIn to use your data to train AI?

How should customer data be used to support your go-to-market strategy?

Those are the 3 big topics we’re covering on this episode of GTM News Desk. We’re joined by Evan Huck, CEO of UserEvidence, to share his expertise on the importance of integrating customer evidence throughout the buyer's journey, the value of building scalable and relevant customer stories, and the challenges of making customer endorsements both authentic and impactful in a crowded market.

Jump into the action:

(00:00) Welcome to GTM News Desk

(00:32) Jony Ive Collaborates with OpenAI on New AI Device

(04:48) LinkedIn is using data your data to train AI
(10:13) Meet Evan Huck, CEO of UserEvidence

(16:43) What is customer evidence?

(20:38) Marketers' Biggest Mistake with Customer Evidence

(23:57) The Importance of Specificity in Customer Evidence

(26:03) Most common misconception in customer evidence

To hear Evan Huck’s insights on the proven frameworks for data-driven marketing, check out the extended version of the conversation on the TACK Network: https://tacknetwork.com/

Connect with Evan Huck: https://www.linkedin.com/in/evanhuck/

Our sources from today’s headlines:
https://techcrunch.com/2024/09/22/yup-jony-ive-is-working-on-a-new-ai-device-company-with-openai/

https://www.linkedin.com/mypreferences/d/settings/data-for-ai-improvement

Produced in partnership with: https://shareyourgenius.com/