Building With Buyers: Startup Marketing and Growth Fueled By Customers

Maitri Sheth is Senior PMM at Hubspot, previously PMM at Gong. We discuss: From B2C to B2B marketing, me too! How has b2c shaped your approach to b2b product marketing; Previously Gong, now Hubspot. What did you do in your first 90 days; One PMM workflow that you’re excited about; Do you feel like you have a good grasp on how AI workflows tap into meaningful business results; Marketing is using creativity to solve business problems. Share how you infuse creativity into your work; Hubspot is 12k+

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 messagin

Hi, we need to talk. This is important. One of the worst things that AI is doing to PMMs right now: making pattern recognition look like insight. I've been surprised how many tools give you dozens of "insights" without anything to back it up other than pattern recognition and quotes. Just because something came up multiple times doesn't make it an insight! Please hear me out, we must do better. 00:00 The disconnect between interesting information and decision insights 02:48 Defining decision ins

Eric Holland is a recovering product marketer who quit his job to focus on custom messaging assistants + interactive demos. Founder @Mojo PMM: Burn your boring messaging doc. Mojo is your custom messaging assistant that creates bold, persona-specific messaging for anything you need, that your whole team wants to use. I recently joined Eric at Mojo PMM as their first ever Messaging Whisperer. Co-Founder @DemoDash: 100+ interactive demos shipped for Navattic customers (that’s actually how we met).

In the last episode (270), Caitlin Sullivan (AI + Customer Research expert) asked me "what would have to change for you to feel that AI is trustworthy?" It's a really good question and I answer it in this short episode. Subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, message me what you're listening to, and don't forget to leave a review if you're lovin' the show. Music by my talented daughter. Anna on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ linkedin.com/in/ann

I know, I know. Season 5 wrapped up. But I couldn't help myself. Caitlin Sullivan is an expert in AI for Customer Research. She trains growth-ready product & design teams to know their customers faster. Clients include YouTube, Spotify, Ramp, Meta, and Canva. Here’s what we covered: 00:00 Introduction to AI in Customer Research 03:41 The Shift in AI Usage for Customer Research 09:25 Building Systems for Effective Research 12:59 Challenges with AI Insights 17:55 Completeness in Research with AI 2