How can marketers better connect with their market when customer insights are often filtered, polished, or stuck in silos?In this episode of Connect To Market, host Casey Cheshire welcomes B2B GTM Leader Angela Earl to explore how organizations can strengthen their connection to customers by listening more closely- not just to feedback, but to the real conversations happening across their teams. Angela explains why the most valuable insights often emerge when things aren’t going well, and why leaders must create an environment where honesty and vulnerability are encouraged so teams feel comfortable sharing what they’re truly hearing from customers.She shares why building a shared understanding of the customer across go-to-market teams is critical, and how marketers can capture real signals such as objections, friction points, and recurring questions through tools like call transcripts and systems like Salesforce or HubSpot. Angela also emphasizes the importance of establishing a regular cadence to review feedback and ensure insights move across teams rather than getting lost in isolated systems. From using AI to accelerate research to validating insights through real conversations, she outlines practical ways leaders can stay close to the voice of the customer.In this episode, we cover:Why real conversations often reveal more than polished customer feedbackBuilding a shared understanding of the customer across go-to-market teamsCapturing and sharing real customer signals through tools and systemsCreating a regular feedback cadence to prevent insights from getting stuck in silosIf you’re a marketing leader looking to strengthen alignment across teams while staying closer to the voice of the customer, Angela’s approach offers practical ways to turn everyday conversations into meaningful market insight.🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market.Connect with Angela:LinkedIn: https://www.linkedin.com/in/angelanearl/  Book: https://a.co/d/1oth0TT Ways to Tune In:Spotify: https://open.spotify.com/show/01kCcPP1ib9MSE9aNb5SQa Apple Podcasts: https://podcasts.apple.com/podcast/connect-to-market/id1822777920 Amazon Music: https://music.amazon.com/podcasts/b5c3fb03-482f-4496-bcd0-82c1d66fed3d iHeart Radio: https://iheart.com/podcast/282837141/ Podchaser: https://www.podchaser.com/podcasts/connect-to-market-6138391 YouTube: https://www.youtube.com/playlist?list=PLP_sn6_Cwun_qxaOz94Epgf6zdqeTFjJV Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/ 

How can B2B brands win discovery, trust, and positioning when most cybersecurity messaging blends together?In this episode of Connect To Market, host Casey Cheshire welcomes Valerie Zargarpur, Head of Marketing at Monad, to explore how marketers can connect to their market through brand story rather than just visual identity. Valerie explains why B2B, especially cybersecurity, often relies on jargon and executive-focused messaging, even though day-to-day users champion products. She shares why focusing on real customer insights and validated use cases can help brands stand out and build trust in a crowded market.She breaks down how leaders can move from generic messaging to earning understanding by listening to customers, reviewing sales conversations for themes, challenging assumptions about the ideal customer profile, and positioning around use cases that resonate. From creating cohesive go-to-market narratives to leveraging origin stories for brand personality, Valerie outlines practical ways to differentiate and connect with audiences. She also reflects on iterative testing of messaging and applying B2C lessons in niche B2B contexts.In this episode, we cover:Why B2B and cybersecurity brands often blend in and how storytelling can differentiate themBuilding a cohesive narrative from customer insights and validated use casesLeveraging origin stories to create brand personality and emotional connectionIterative testing of messaging to ensure clarity, simplicity, and resonanceIf you’re a marketing leader looking to break through the noise while building deeper market trust, Valerie’s approach offers a clear roadmap for sharpening positioning, increasing credibility, and connecting with real users through authentic brand story.🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market.Connect with Valerie:LinkedIn: https://www.linkedin.com/in/valerie-zargarpur/  Monad: https://www.monad.com/ Ways to Tune In:Spotify: https://open.spotify.com/show/01kCcPP1ib9MSE9aNb5SQa Apple Podcasts: https://podcasts.apple.com/podcast/connect-to-market/id1822777920 Amazon Music: https://music.amazon.com/podcasts/b5c3fb03-482f-4496-bcd0-82c1d66fed3d iHeart Radio: https://iheart.com/podcast/282837141/ Podchaser: https://www.podchaser.com/podcasts/connect-to-market-6138391 YouTube: https://www.youtube.com/playlist?list=PLP_sn6_Cwun_qxaOz94Epgf6zdqeTFjJV Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/ 

How can marketers escape the tactics trap and build category strategy that actually connects to the market?In this episode of Connect To Market, host Casey Cheshire welcomes John Rougeux, Founder of Flag & Frontier, to unpack why marketers are often set up for failure when they’re handed KPIs without influence over strategy. John argues that real market connection starts with understanding the category, buyer environment, and problem maturity - not chasing isolated tactics. Using a race car analogy, he explains why fundamentals matter more than surface-level optimization and how marketing becomes powerful when it shapes direction, not just execution.John outlines three core pillars: first, aligning on the real problem and who it’s for by talking directly to customers; second, assessing the maturity of that problem to determine whether to create a category, carve out a niche in a mature market, or reinforce leadership like Salesforce; and third, distilling strategy into a clear narrative that aligns internal teams and guides external messaging. Drawing a parallel to a trial lawyer’s structured argument, he explains how strong strategy blends logic and emotion to move markets. He also shares lessons from his path from finance to performance marketing to advising companies at strategic inflection points, including examples like how Zoom reinvigorated a crowded space.In this episode, we cover:Why marketers get trapped in tactics without strategic influenceHow to define the right problem through customer conversationsHow category maturity shapes whether you evangelize, niche down, or leadWhy strategy must be distilled into a narrative that aligns teams and drives growthIf you’re a marketing leader navigating crowded markets, executive misalignment, or a major inflection point, John’s framework offers a practical roadmap for moving from activity to alignment and from tactics to true category strategy.🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market.Connect with John:LinkedIn: https://www.linkedin.com/in/johnbrougeux/  Flag and Frontier: flagandfrontier.com  Substack: https://substack.com/@johnrougeux Ways to Tune In:Spotify: https://open.spotify.com/show/01kCcPP1ib9MSE9aNb5SQa Apple Podcasts: https://podcasts.apple.com/podcast/connect-to-market/id1822777920 Amazon Music: https://music.amazon.com/podcasts/b5c3fb03-482f-4496-bcd0-82c1d66fed3d iHeart Radio: https://iheart.com/podcast/282837141/ Podchaser: https://www.podchaser.com/podcasts/connect-to-market-6138391 YouTube: https://www.youtube.com/playlist?list=PLP_sn6_Cwun_qxaOz94Epgf6zdqeTFjJV Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/ 

How can challenger brands win discovery, trust, and positioning as generative AI reshapes how buyers find and evaluate solutions?In this episode of Connect To Market, host Casey Cheshire welcomes Valerie Riley, Vice President of Marketing & Strategy at Unbounce and Co-Host of the Closing Time podcast, to explore how generative engine optimization (GEO) is transforming modern marketing. Valerie explains why GEO is emerging as a defining 2026 trend and how it shifts discovery from traditional search rankings to AI-generated recommendations. She shares why this shift can favor focused challenger brands over large incumbents that have historically dominated through budget and content scale.She breaks down how marketers can move from buying attention to earning understanding by sharpening positioning, embracing specificity, and creating content that educates rather than shouts. From building credibility through transparent comparisons to activating authentic B2B influencer relationships, Valerie outlines practical ways to increase trust and relevance in AI-driven discovery. She also reflects on internal AI adoption, top-down leadership support, and the discipline required to focus strategy when resources are limited. In this episode, we cover:Why GEO is reshaping discovery and favoring challenger brandsHow specificity and niche positioning improve AI visibilityPractical strategies for trust-building through education and comparisonsThe role of influencer marketing and internal AI adoption in accelerating growth If you’re a marketing leader looking to compete in an AI-powered landscape while building deeper market trust, Valerie’s approach offers a clear roadmap for sharpening positioning, increasing credibility, and winning in generative search.🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market.Connect with Valerie:LinkedIn: https://www.linkedin.com/in/valerie-riley-marketer/  Unbounce: https://unbounce.com/  Closing Time Podcast: https://www.insightly.com/closing-time/ Ways to Tune In:Spotify: https://open.spotify.com/show/01kCcPP1ib9MSE9aNb5SQa Apple Podcasts: https://podcasts.apple.com/podcast/connect-to-market/id1822777920 Amazon Music: https://music.amazon.com/podcasts/b5c3fb03-482f-4496-bcd0-82c1d66fed3d iHeart Radio: https://iheart.com/podcast/282837141/ Podchaser: https://www.podchaser.com/podcasts/connect-to-market-6138391 YouTube: https://www.youtube.com/playlist?list=PLP_sn6_Cwun_qxaOz94Epgf6zdqeTFjJV Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/ 

How can mastering MarTech unlock customer connection and marketing success in the age of AI?In this episode of Connect To Market, host Casey Cheshire welcomes Scott Brinker, Martech Analyst and Advisor at ChiefMartec, to explore how marketing is evolving in a technology-driven world. Scott shares how prioritizing direct customer engagement, maintaining brand integrity, and delivering exceptional experiences provides a foundation for more effective, human-centered marketing.He explores how AI is reshaping consumer behavior, why traditional marketing principles remain important, and how marketing leaders can balance technology with human connection. From leveraging customer advocacy to ethical considerations in algorithmic pricing, Scott breaks down actionable strategies for creating loyal audiences, building trust, and driving meaningful impact. He also reflects on his journey in MarTech and how it informs his approach to marketing leadership.In this episode, we cover:Why customer interaction is essential for modern marketingHow AI is transforming marketing strategies and consumer expectationsPractical strategies for fostering customer loyalty and advocacyEthical considerations in AI-driven marketing and algorithmic pricingIf you’re a marketing leader looking to thrive in a fast-paced digital landscape while keeping human connection at the center, Scott’s approach offers a clear roadmap for building more strategic, customer-focused, and impactful marketing.🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market.Connect with Scott:LinkedIn: https://www.linkedin.com/in/sjbrinker/Chief Martec: chiefmartec.comWays to Tune In:Spotify: https://open.spotify.com/show/01kCcPP1ib9MSE9aNb5SQa Apple Podcasts: https://podcasts.apple.com/podcast/connect-to-market/id1822777920 Amazon Music: https://music.amazon.com/podcasts/b5c3fb03-482f-4496-bcd0-82c1d66fed3d iHeart Radio: https://iheart.com/podcast/282837141/ Podchaser: https://www.podchaser.com/podcasts/connect-to-market-6138391 YouTube: https://www.youtube.com/playlist?list=PLP_sn6_Cwun_qxaOz94Epgf6zdqeTFjJV Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/