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 and when it's just a pattern dressed up in a fancy word? What does it take to teach AI to think like you, not just write like a version of you?
Mojo Founder
Eric Holland and Messaging Whisperer
Anna Furmanov reveal what's really broken about how B2B companies develop and distribute their messaging. They 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. They also provide answers to why chasing every new AI workflow is making most marketers worse, not faster. Eric and Anna 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.
Jump into the action:
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00:00) Why B2B research should make you emotional about a lip balm
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00:35) What CMOs are actually talking about at conferences right now
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04:40) How shame and fear became the default AI adoption strategy
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08:41) The difference between AI-exhausted and AI-excited teams
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12:44) Four Tendencies and what it means for AI adoption
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16:31) Why B2B messaging is broken even at well-funded startups
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19:14) What separates Mojo from just pointing Claude at your Notion
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27:26) What good writing actually feels like and whether AI can get there
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32:17) The solar plexus test and how to know when your copy is working
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34:05) Why nuance and emotion are the real gap in AI writing
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39:27) Why most insight tools are just pattern-matching machines
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44:19) How to check if your researcher is actually any good
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47:30) The danger of everyone using the same tools to find the same answers
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50:01) What B2B marketing gets wrong that B2C figured out long ago
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53:21) Go deep on one thing for a quarter
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55:22) Why you should only build what you already know cold
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 Natalie 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.
Produced in partnership with Share Your Genius - we handle full-service media production: managing the process, people, and growth. Find our more at www.shareyourgenius.com