GTM News Desk

Is Google’s AI mode a complete game-changer for search engines, or is Pew’s latest research overstated?

Why are B2B leaders still scrambling to make sense of AI’s real value?

And how do we realistically & responsibly scale AI that serves both teams and customers?

We get into all of this in this episode of GTM News Desk. Nicole Warshauer, Marketing Executive at Nicolewarshauer.com, shares how to approach AI with intention, why pilots matter more than promises, and what it looks like to use technology in the service of people.

Jump into the action:
(00:00) Welcome to GTM News Desk
(01:20) Google disputes Pew Research on AI’s impact on businesses
(07:08) Why B2B leaders feel lost in the AI frenzy
(11:09) Nicole Warshauer’s marketing journey
(15:59) Building HSAnswers at HealthEquity to simplify healthcare benefits
(18:54) Why AI pilots reduce risk and accelerate organizational buy-in
(25:10) Teaching teams to master the process before using AI tools
(27:52) Three ways to use AI for creativity and consistency

To hear Nicole’s insights on navigating career pivots, building resilience after a RIF, and staying sharp with craft, curiosity, and community, check out the extended conversation on TACK Insider: https://tackinsider.com/

Pew Research Center on Google AI: https://www.pewresearch.org/short-reads/2025/07/22/google-users-are-less-likely-to-click-on-links-when-an-ai-summary-appears-in-the-results/ 

Amanda Nielsen’s LinkedIn Post: https://www.linkedin.com/posts/verydemanda_me-trying-to-understand-the-difference-between-activity-7354514525187969024-iPZi/

Mark Kilens: https://www.linkedin.com/posts/markkilens_stop-getting-fooled-by-all-the-ai-experts-activity-7359220638957375488-aynr/ 

Connect with Nicole Warshauer: https://www.linkedin.com/in/nicolewarshauer/ 

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

What is GTM News Desk?

No BS news about B2B Go-To-Market. 



This is GTM News Desk - the show that keeps you ahead with marketing and sales strategies that win and clarity on the experience buyers want.

Mark Kilens and Natalie Marcotullio give it to you straight - what you’re doing wrong, what you’re doing right, and how to level up your GTM game. They dish out the latest trends, buyer behaviours, and proven plays you can put into action now. From aligning sales, marketing, and RevOps to closing deals at a clip you didn’t think possible, this podcast gives you B2B’s greatest playbooks and lays out the ‘tactics’ to avoid like the plague.

Mark and Rachel take their decades of collective experience working with top B2B brands like HubSpot and Drift and combine them with the GTM expert insights you need to create an impactful GTM strategy for your business.