People Buy from People (with Joe Pettit)

Episode notes

AI is everywhere — even powering toothbrush ads. But in a world obsessed with automation, it’s easy to forget what actually drives B2B growth: people. In this episode of Account-Based Beverages, host Jim Gilkey sits down with Joe Pettit , Director at Bora , a cybersecurity marketing agency built on human-to-human connection. Joe shares why people are buying from people, not organizations, and how genuine relationships fuel long-term business growth. From building trust that lasts even after a prospect changes companies, to creating content rooted in real conversations instead of generic AI outputs, Joe shows why listening and communication still matter most. Guest Bio Joe Pettit is Director at Bora , a cybersecurity marketing agency specializing in content creation, sales lead generation, and social media management. Focused on human-to-human connection, Joe emphasizes the power of relationships, listening, and communication to drive growth in the cybersecurity space.