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PODCAST

B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success

The Agile Brand

B2B marketing strategy grows ever more complex, with marketers needing to understand strategy, marketing technology, e-commerce, customer success, and more. This show covers it all, from a Business-to-Business perspective. From the creators and host of the award-winning The Agile Brand with Greg Kihlström podcast, comes B2B Agility™, a podcast focused on how B2B marketers and the brands they represent become category leaders and drive optimal results for the business and their customers. The show

business marketing

All Episodes

23:41

#63: Marketing in a world of agent to agent...

B2B Agility with Greg Kihlström™: MarTech,... ·

2025/09/30

What is the role of marketing when humans are taken out of both ends of the customer experience, replaced by AI agents talking directly to each other on our behalf? Agility requires more than just implementing the newest AI tools — it means being able to make smart, strategic choices about which technologies are actually creating value for your customers. Today we’re going to talk about how GenAI is reshaping the way we think about customer experience, automation, and personalization — and what it

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21:21

#62: B2B CX and the Evolving B2B Customer with Rajesh...

B2B Agility with Greg Kihlström™: MarTech,... ·

2025/09/23

Agility requires a deep understanding of evolving customer expectations and the ability to adapt quickly to meet those needs, especially in the complex B2B landscape. It also demands breaking down silos between marketing, sales, and customer service to create a unified customer journey. Today, we're going to talk about the nuances of B2B customer experience (CX), particularly within a large organization like an insurance company, and how it compares and contrasts with the B2C world. To help me

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23:19

#61: How agentic AI can transform B2B event marketing...

B2B Agility with Greg Kihlström™: MarTech,... ·

2025/09/16

If you had to bet on one technology that will fundamentally reshape B2B marketing in the next five years what would it be, and would it have “agentic” and “AI” in the name? Agility requires not just reacting to technological advancements like agentic AI, but proactively experimenting with them and adapting your strategies based on real-world results. It also requires organizational buy-in and a willingness to challenge established norms. Today, we're going to talk about the rise of agentic AI and

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22:40

#60: Anticipating and adapting to change with...

B2B Agility with Greg Kihlström™: MarTech,... ·

2025/09/09

Agility requires not only adapting to change but also anticipating it. This means understanding the evolving needs of your customers and the broader market landscape, and adjusting your strategies accordingly. Today, we're going to talk about navigating the complexities of marketing in the procurement services industry, especially in times of economic uncertainty, and how mentorship plays a crucial role in developing future leaders. To help me discuss this topic, I'd like to welcome Kathleen

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17:36

#59: Maintaining customer centricity by knowing when...

B2B Agility with Greg Kihlström™: MarTech,... ·

2025/09/02

With customer centricity being top of mind, is the rush to automate and hyper-personalize making things better or is it making customers feel less connected to their favorite brands? Agility requires keeping the human elements of empathy and understanding visible and audible beneath growing layers of automation tools. Today we’re going to talk about how a human-centric approach to managed network and technology solutions drives loyal, long-term customer relationships. To help me discuss this

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20:44

#58: Interfaces that generate joy, with Dominik...

B2B Agility with Greg Kihlström™: MarTech,... ·

2025/08/26

Is it possible for enterprise marketing technology to actually spark joy? Or are we all just resigned to a future of clunky interfaces and frustrating workflows? Agility requires adaptable technology and empowered teams. It also requires a willingness to embrace new approaches and a focus on continuous improvement. Today, we're going to talk about the intersection of marketing technology, user experience, and the surprising role of joy in driving productivity and innovation. A recent study by Sago

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20:43

#57: Supply chain as competitive advantage with...

B2B Agility with Greg Kihlström™: MarTech,... ·

2025/08/19

Is your supply chain a competitive advantage, or your biggest liability waiting to be exposed? Agility requires preparing for the unpredictable, especially when your brand’s ability to deliver hinges on global events that are entirely out of your control. In a world of political unrest, regulatory change, and natural disasters, the brands that win are the ones who can pivot fast — without losing their balance. Today we’re going to talk about the crucial connection between modern supply chain

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16:31

#56: Building a global B2B marketing strategy with...

B2B Agility with Greg Kihlström™: MarTech,... ·

2025/08/12

What’s harder—building a global marketing strategy from scratch, or educating your organization on why it matters in the first place? Today’s guest has done both—twice. Sangeeta Prasad is the Chief Marketing Officer of Slalom, a global business and technology consulting firm with $3 billion in revenue and a presence in over 40 markets. With three decades of marketing experience—across brands like Procter & Gamble, American Express, and Chase—Sangeeta has spent her career not just building campaigns,

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23:51

#55: AI and small businesses with Aparna Khurjekar,...

B2B Agility with Greg Kihlström™: MarTech,... ·

2025/08/05

We're seeing a fascinating paradox: while everyone's talking about AI's impact on Big Tech, it's quietly revolutionizing small businesses. Is this a sign that SMBs are more agile and adaptable than their enterprise counterparts, or is something else at play? Agility requires not just adopting new technologies, but understanding how they fundamentally reshape your business operations, customer relationships, and even your competitive landscape. It's about being proactive, not reactive, in the face

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25:29

#54: Building a world-class brand from scratch with...

B2B Agility with Greg Kihlström™: MarTech,... ·

2025/07/29

What if rebranding wasn’t just about a new logo and tagline, but about transforming an 80,000-person company’s entire culture and strategy? What if brand became one of your most valuable tools for business reinvention? Today, I’m joined by Maria Winans, Chief Marketing Officer at Kyndryl. After nearly three decades at IBM, Maria took on the monumental task of launching Kyndryl as a stand-alone brand following its spin-off. With a workforce of over 80,000 people across more than 60 markets, Maria has

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23:50

#53: Creating brands and categories in regulated...

B2B Agility with Greg Kihlström™: MarTech,... ·

2025/07/22

Can a brand in a highly regulated industry stand out without stepping outside the lines? Today we’re going to talk about how to create memorable brands and even new categories—within established and often highly regulated sectors like healthcare technology. To help me discuss this topic, I’d like to welcome Kristin Russel, Chief Marketing Officer at symplr. About Kristin Russel With over 25 years of experience in marketing, I am a senior executive and entrepreneur who has scaled businesses of all

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19:09

#52: Navigating the effect of AI on marketing jobs...

B2B Agility with Greg Kihlström™: MarTech,... ·

2025/07/15

This episode is brought to you by Landrum Talent Solutions, a national recruiting firm specializing in marketing and HR positions. Our guest today has been keeping us up to date with the current state of hiring for marketers on a quarterly basis, which has taken us on quite a roller coaster ride. Today we’re going to look at how marketing and communication execs are responding to the latest developments in the world while still needing to get their work done. To take a look at the latest here, I’d

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24:06

#51: Readying an AI-augmented workforce with John...

B2B Agility with Greg Kihlström™: MarTech,... ·

2025/07/08

Everyone listening that is already in the workforce, from entry level positions to leaders has had to learn at least a little bit about AI over the last few years. But what are we teaching college students about how AI will impact their work, and more importantly, what should we be teaching them? Today we’re going to talk about helping companies scale AI across sales, marketing and operations, as well as how to make sure those about to enter the workforce are learning the right skills and mindsets

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28:46

#50: REPLAY: Data-driven decision-making in B2B...

B2B Agility with Greg Kihlström™: MarTech,... ·

2025/07/01

Making intelligent decisions is critical for all businesses, but relying on good information is becoming more critical than relying on what worked yesterday. Today we’re going to talk about data-driven decision making in B2B marketing and sales. I’d like to welcome Kunal Mangal, Associate Director of MarTech Strategy at Verizon Business Group, who leads the Pega Decisioning platform team within their marketing technology organization. Resources The B2B Agility podcast

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27:04

#49: Adapting your B2B marketing playbook at the...

B2B Agility with Greg Kihlström™: MarTech,... ·

2025/06/24

Agility today means adapting your marketing playbook at the speed of AI—experimenting fast, learning faster, and never assuming yesterday’s tech advantage still applies. Today we’re going to talk about how B2B marketers should be thinking about AI in the months ahead—and how to know if you’re already behind. To help me discuss this, I’d like to welcome Victoria Blackwell, Sr. Program Manager of Research Insights at G2. About Victoria Blackwell Victoria Blackwell is a Sr. Program Manager for

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30:18

#48: REPLAY: B2B Brand Stories with Tiffany...

B2B Agility with Greg Kihlström™: MarTech,... ·

2025/06/17

We aired this episode a little while ago but wanted to share it again because we think there are some great insights for B2B marketers within it. Today we’re going to talk about using personalization to create more engaging and inspiring stories for B2B brands. To help me discuss this topic, I’d like to welcome Tiffany Grinstead, Vice President – Personal Lines Marketing at Nationwide Insurance. About Tiffany Grinstead Tiffany Grinstead serves as vice president of personal lines marketing for

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21:35

#47: The power of AI in UX research and design with...

B2B Agility with Greg Kihlström™: MarTech,... ·

2025/06/10

How does a B2B brand maintain speed and agility in the area of UX design, where it has often taken a considerable amount of time, effort, and testing to get to a better result? Today we’re going to talk about using AI strategically in UX research, design, and testing. To help me discuss this topic, I’d like to welcome Jason Bowman, Executive Director of User Experience at The Office of Experience. About Jason Bowman Jason leads OX as the Executive Director of UX, bringing over 20+ years of

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18:55

#46: Better onboarding and operations using AI to...

B2B Agility with Greg Kihlström™: MarTech,... ·

2025/06/03

Customer onboarding is often where good intentions often end up with less-than-stellar execution. Delays, confusion, and misalignment derail even the most promising new relationships. Why is onboarding still broken in so many organizations, and how is AI finally changing that? Today I’m joined by Srikrishnan Ganesan, Co-Founder and CEO of Rocketlane, a platform that’s redefining customer onboarding and project delivery. From AI-driven tools to cross-functional collaboration, Rocketlane is helping

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29:45

#45: REPLAY: Thriving amidst transformation, with...

B2B Agility with Greg Kihlström™: MarTech,... ·

2025/05/27

We aired this episode a little while ago, but thought it had some amazing insights we thought were worth sharing again. Today we’re going to talk about building a change maker culture and how you can help your teams to thrive among change, instead of being disrupted by it. To help me discuss this topic, I’d like to welcome Steve Blum, Chief Operating Officer of Autodesk. About Steve Blum As Autodesk’s Chief Operating Officer, Steve oversees the teams responsible for sales, marketing, customer

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31:22

#44: Why "slow" experiences are the new "site is...

B2B Agility with Greg Kihlström™: MarTech,... ·

2025/05/20

When your site is technically "up" but takes too long to load, customers don’t care—it might as well be down. Why is “slow” the new “down”, and how is that reshaping the way organizations think about digital experience? Today I’m joined by Gerardo Dada, Chief Marketing Officer at Catchpoint, a leader in digital experience monitoring. Gerardo recently helped launch the 2025 SRE Report, which delivers some surprising insights—most notably, that 53% of organizations now view poor performance as just

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