Building With Buyers · 2026-05-06 · 59 min
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.
275 - AI Made Writing Cheap, Listening Just Got More Valuable (Maitri Sheth, Hubspot)64 / 100273 - What (Almost) Everyone Gets Wrong About Insights272 - Should AI Help You Write? with Eric Holland (Mojo PMM)271 - BONUS: What Would Make AI More Trustworthy?270 - How AI Is Transforming Customer Research (Caitlin Sullivan)