Growth Activated | The B2B Marketing Leadership Podcast

#22: The rules of SEO are changing—and if you’re a B2B marketing leader still focused only on Google, it’s time to expand your playbook.

In this episode of Growth Activated, I’m joined by Mark Goloboy, a fractional CMO and AI marketing strategist helping teams adapt to the new world of LLM Optimization—where tools like ChatGPT, Gemini, and Perplexity now shape how your brand shows up in search.

We’ll explore what this shift means for modern B2B marketing teams, how AI is reshaping the way buyers research, and where marketing le...

#21: What does the 2025 marketing job market really look like—and how do you stay in demand as AI transforms the way B2B teams hire, operate, and grow?

In this solo episode of Growth Activated, host Mandy Walker breaks down two must-read reports—the Taligence Q1 2025 Jobs Report and the Exit Five Salary Report—to uncover what’s happening beneath the surface of the B2B marketing world.

We’ll cover:

#20: Ever wonder how your B2B marketing team stacks up against others?
 Not just in headcount or budget—but in actual maturity, strategy, and execution?

In this episode of Growth Activated, we’re diving into the Sales and Marketing Maturity Matrix—a powerful assessment designed to help marketing leaders benchmark their teams across 9 essential pillars of go-to-market success. Whether you're leading a small but mighty team or scaling a complex org, this framework reveals exactly where you stand—and how to grow from there.

I’m joined by Jim Irving, creator of the Matrix and a veter...

#19: In a time when brand silence speaks volumes, how should B2B marketers show up?

In this powerful episode of Growth Activated, host Mandy Walker sits down with Katie Martell—LinkedIn Top Voice, keynote speaker, and unapologetic marketing truth-teller—for a timely conversation on brand authenticity, performative allyship, and what it really means to lead with integrity as a B2B marketing leader.

Whether you're navigating Pride Month messaging, facing internal resistance around DEI, or wondering how to protect your role while pushing for purpose-driven marketing, this episode is a must-listen.

We dive into...

#18: In today's B2B world, the traditional divide between sales and marketing is holding companies back—and "growth at all costs" tactics are losing their edge.

In this episode of Growth Activated, I’m joined by Kelli Schutrop, a sales and marketing leader who’s built her own playbook for modern B2B growth—rooted in strategic alignment, thought leadership, and expert visibility.

We’ll dive into:

#17: Most B2B marketing leaders think they have product marketing covered—until growth stalls, GTM alignment breaks down, and messaging misses the mark.

In this episode of Growth Activated, I sit down with product marketing expert Shirin Shahin to unpack why product marketing is often the critical blind spot in marketing organizations—and how strategic leaders are closing the gap to drive faster, smarter growth.

We’ll cover:

#16: AI is moving faster than most marketing teams can keep up—and the gap between early adopters and laggards is only getting wider.

In this episode of Growth Activated, I sit down with AI strategist Nicole Leffer to break down what B2B marketing leaders must know right now to stay competitive, scale smarter, and lead with confidence in the AI era.

We’ll cover:

#15: Fractional leadership is rapidly reshaping the B2B marketing landscape, offering ambitious marketing leaders a powerful path to scale their impact, revenue, and influence—without burning out. But what separates a thriving Fractional CMO from those who struggle to gain traction?

In this episode of Growth Activated, I’m revealing game-changing insights and hard-earned lessons from successful Fractional CMOs and other fractional marketing leaders who’ve mastered the art of building profitable, fulfilling careers on their own terms.

We’ll dive deep into the three most effective fractional work models—Project-Based, Retainer, and Advisory—sharing the strategi...

#14: In this special episode of Growth Activated, I’m sharing a conversation I had on the Tech Success Stories podcast, where I dove into my journey from scaling a B2B services company from $50M to $750M to launching Growth Activated.

This episode is packed with actionable insights for B2B marketing leaders ready to elevate their marketing strategy, achieve executive alignment, and prove marketing ROI.

We cover:
✅ Overcoming burnout and finding clarity: What I learned when I shifted from marketing leadership to revenue leadership.
✅ Lessons learned from scaling a B2B comp...

#13: As marketing leaders, one of our biggest challenges is understanding how all marketing functions—content strategy, SEO, paid media, events and more—contribute to the bigger picture of B2B marketing success. Too often, we evaluate these functions in isolation, missing their interconnected impact on growth and marketing ROI.

Today, we’re diving into content strategy with Zoe Hawkins, Director of Content Marketing and Integrated Campaigns at Sumo Logic. Zoe is a pro at uniting content, product marketing, demand generation, and branding to drive real results.

We cover:
 ✅ The evolving role of content strategy in high-g...

#12: If you’ve ever been handed a lead goal without context—or struggled to make the case for brand, budget, or headcount—this is the episode you didn’t know you needed.

In this Growth Activated C-Suite Series episode, I sit down with Darko Socanski, a veteran CFO who has helped early-stage companies raise hundreds of millions in capital and generate over $1.5B in enterprise value. He brings a clear, candid perspective on how marketing fits into the broader business strategy—and what it really takes to earn a seat at the executive table.

We explore ho...

#11: What does a CTO really care about—and how can B2B marketing leaders build the kind of executive alignment that earns a lasting seat at the table?

In this episode of Growth Activated, we continue our C-Suite Series with Milenko Beslic—a multi-time CTO, founder, and startup builder with 20+ years of experience leading product and engineering teams across high-growth companies. I’ve had the opportunity to work alongside Milenko at two different startups, and his business-first approach to technology is something every B2B marketing leader should understand.

We dive into what CTOs really value...

#10: This episode is part of our C-Suite Series on Growth Activated, where we dive into the minds of the C-suite—helping B2B marketing leaders better understand, align with, and partner with executives to drive real business impact.

Sales and marketing alignment has always been a challenge, but what if marketing leaders could see things through the eyes of a Chief Revenue Officer (CRO)? Understanding the CRO mindset is the key to building a stronger CRO and CMO relationship, proving marketing’s value, and ensuring marketing is seen as a true growth driver—not just a cost center...

#9: Is your marketing team struggling to prove ROI? Are attribution models, budget battles, and RevOps alignment making it harder to show your impact?

You’re not alone. Every CEO and CFO wants to see marketing ROI, yet few can define it—and even fewer know how to measure it effectively. That’s where RevOps comes in.

In this episode of Growth Activated, I sit down with RevOps powerhouse Jeff Ignacio to unpack the real way to measure marketing’s impact—beyond just lead generation. With a background in Financial Planning & Analysis at Google and Intel and over a...

#8: Are you seen as a strategic business leader—or just the glorified head of lead gen? In this episode of Growth Activated, I sit down with Mark Feldman, CEO and Founder of RevenueBase, who made the leap from marketing executive to CEO. Mark shares key insights on aligning marketing with the C-suite and stepping up as a true business leader.

We’ll cover:

✅ The mindset shift from B2B marketing leader to CEO
✅ How CEOs and boards view growth, investment, and profitability
✅ Aligning marketing with Sales, Customer Success, and Product
✅ Learnings, failings, and wins fro...

#7: You’re running a high-impact B2B marketing function, delivering real business results—but when it comes to strategic discussions with the C-suite, you’re still on the sidelines. Sound familiar? You’re not alone. Many B2B marketing leaders, even at the VP and SVP level, struggle to be seen as business leaders within their organizations.

In this episode of Growth Activated, I break down how to shift that perception and position yourself as a strategic marketing leader and growth partner—not just a marketer.

We’ll cover:
✅ How to align marketing with top business o...

#6: How do you go from being an in-house marketer to the CEO of a thriving agency? And how do you build a personal brand that fuels business growth while fostering a culture that attracts top talent? In this episode of Growth Activated, I sit down with Leslie Vickrey—entrepreneur, author, and founder of ClearEdge—to unpack her journey from marketing leader to agency CEO.

Leslie shares how she made the leap into entrepreneurship without a business plan, the power of networking in building a personal brand, and why company culture is the key to long-term success. We also...

#5: Are you ready to elevate your B2B marketing leadership? In this episode of Growth Activated, Mandy Walker welcomes Scott Todaro, a seasoned Chief Marketing Officer and co-founder of The Next CMO, to share the framework that has driven his five successful exits.

Scott dives into the core principles every CMO needs to succeed, from selecting the right companies and roles to aligning with executive teams for long-term marketing impact. He also shares actionable strategies for connecting B2B marketing goals to business objectives and building a 90-day roadmap for success in any organization.

Whether...

#4: Feeling stuck in your B2B marketing career? Whether you’re debating between a fractional CMO role or a full-time marketing leadership position, this episode of Growth Activated is for you. Mandy Walker explores four key considerations for identifying your next big career move, including employment type, company stage, industry fit, and a company's marketing vision.

Mandy shares personal stories from her own career journey—navigating layoffs, exploring fractional marketing jobs, and making industry transitions—to help you approach your next step with intention and confidence. If you’re ready to activate growth in your B2B marketin...

#3: Feel like your B2B marketing and sales teams are speaking different languages? Or worse, do you find yourself caught in the inefficiencies and frustrations of misalignment? You’re not alone. Many B2B organizations struggle to unify their go-to-market teams, leading to wasted resources, missed opportunities, and a disjointed customer experience.

In this episode of Growth Activated, Mandy Walker breaks down the 5 pillars of building a customer-centric growth engine through sales and marketing alignment. You’ll learn why alignment matters, what true alignment looks like, and actionable steps to align your goals, customer journey, pipeline planning, and...

#2: Feel like your marketing plan is more of a wish list than a roadmap? Or worse, do you find yourself ditching your plan within weeks—or not having one at all? You’re not alone. Many B2B marketing leaders struggle to create strategic plans that align with business goals, secure executive buy-in, and drive measurable results.

In this episode of Growth Activated, we dive into the 6 essential steps to building a winning marketing plan. You’ll learn how to conduct a comprehensive landscape review, set achievable marketing goals, strategize effectively, and build a flexible execution blueprint that b...

#1: We’ve all seen the headlines: CMOs have the shortest tenure in the C-suite, and B2B marketing leaders are under more pressure than ever to deliver ROI. Marketing leadership is at a crossroads—but what if mastering four critical skills could transform how you lead and help you earn the trust of your CEO?

In this episode of Growth Activated, we explore the future of marketing leadership and uncover the 4 essential traits every B2B marketing leader needs to succeed in 2025. From aligning marketing with business goals to enhancing operational excellence and agility, this epis...