MarTech Podcast ™ // Marketing + Technology = Business Growth

Holiday demand compresses into a few weeks, which makes late-season ad spend inefficient. Damien Voita is Principal Campaign Manager at AdRoll, with nine years of agency and in-house experience in paid media and integrated campaign strategy. He covers a three-phase measurement model that moves from platform metrics like CTR and CPM to branded search impressions to year-over-year CPA comparisons. He also explains how to shift budget...

Answer engines are replacing traditional search rankings. Jordan Koene, CEO and co-founder of Previsible, helps Fortune 100 companies engineer content for AI-driven discovery instead of standard SEO. He covers building organic search strategies that adapt to answer engines, structuring content so large language models can cite it, and preparing enterprise brands for a search landscape shaped by generative AI.

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FIFA covered every brand logo at the World Cup stadium, including Levi's. Jordan Koene, CEO and Co-Founder of Previsible, explains why the blackout backfired for the league and worked in Levi's favor. Koene breaks down how brand recognition functions as an AEO signal, and how Levi's silhouette logo became a case study in owning your brand identity when competitors try to erase it.

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eBay's SEO strategy needs to adapt for AI-driven search. Jordan Koene, CEO and Co-Founder of Previsible and former Head of SEO and Content Development at eBay, explains where he'd focus first. He prioritizes fixing eBay's authority problem by narrowing focus to core categories like collectibles, then optimizing content to win visibility in AI search responses rather than competing to be everything to everyone.

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Search optimization terminology is splintering into competing acronyms. Jordan Koene, CEO and Co-Founder of Previsible, previously led SEO and content strategy at eBay and served as CEO of Searchmetrics before building a practice that prepares enterprise brands for AI-driven discovery. He and the host debate which term survives the next five years: SEO, GEO, or AEO. Koene argues SEO endures because search behavior persists even as ...

68% of Google searches now end without a click. Jordan Koene, CEO and co-founder of Previsible, explains why that traffic isn't lost—it's been redistributed into channels traditional analytics can't see. He breaks down replacing click tracking with impression data and LLM crawl frequency, optimizing structured data and About Us pages for AI retrieval, and using third-party sources like G2 and Capterra to shape brand perceptio...

AI gives confident answers without the context to back them up. Kelly Hopping, four-time CMO and current CMO at 6sense, breaks down where AI's missing context creates risk for go-to-market teams. She explains how GTM intelligence platforms fill gaps that generic AI models miss, why context depth matters more than model size, and what marketers need to validate before trusting AI-driven insights across the customer journey.

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AI dashboards can look perfect while missing critical context. Kelly Hopping, CMO at 6sense and four-time marketing executive, explains how confidently wrong AI outputs mislead go-to-market teams. She points to closing the context gap in AI models, validating AI-driven insights against real buyer signals, and building go-to-market intelligence that accounts for the full customer journey, not just surface-level metrics.

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AI gives confident answers built on missing context. Kelly Hopping, four-time CMO and current CMO at 6sense, breaks down where that context gap hits go-to-market teams and how her CPG training shapes the fix. She explains treating brand marketing as full P&L ownership, not logo management, and applying classic 4P discipline—pricing, distribution, promotion, and messaging—as one system instead of disconnected levers....

AI tools sound confident even when they're wrong. Kelly Hopping, Chief Marketing Officer at 6sense, explains where that missing context breaks go-to-market execution. She unpacks how account scoring models miss buying signals, why intent data needs human judgment layered on top, and what marketers should check before trusting an AI-generated account list.

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AI segments and messages without full context can be confidently wrong. Kelly Hopping, four-time CMO and CMO at 6sense, explains why more automation doesn't equal more pipeline. She breaks down multi-touch attribution across a six-month lookback, the shift from bottom-of-funnel demand gen to owned content that surfaces in LLM answers, and using gifting for deal acceleration instead of last-touch meeting bait.

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AI agents are replacing humans as the primary marketing audience. Isaac Ferreira, VP of Growth Systems and AI at Shift Paradigm, has spent 25 years building growth systems across defense, healthcare, and enterprise technology. He explains how brands need to build AI awareness and visibility so agents recommend them during customer queries. He breaks down the shift from human-to-human marketing toward machine-to-machine interactions...

Campaign management still relies on manual, segment-based work. Isaac Ferreira, VP of Growth Systems and AI at Shift Paradigm, explains how to rebuild it with AI from scratch. He covers automating project scheduling and resource calendars, tracking completion across platforms, and moving from segment-based campaigns to true one-to-one personalization at scale.

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Companies need their own AI intelligence layer, not just API access. Isaac Ferreira, VP of Growth Systems and AI at Shift Paradigm, breaks down why proprietary operating context matters more than model choice. He explains how enterprise AI accounts avoid training data leakage, why businesses should build fallback capability across multiple models, and when locally hosted open-weight models beat frontier models for high-risk process...

Marketers assume AI understands business context automatically. Isaac Ferreira, VP of Growth Systems and AI at Shift Paradigm, explains why that assumption fails without proper training. He breaks down giving off-the-shelf AI tools business-specific context, setting operational constraints, and building governance frameworks before deploying them at scale.

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Most marketers treat AI as another app, not an operating system. Isaac Ferreira, VP of Growth Systems and AI at Shift Paradigm, explains how to build an agentic foundation instead. He breaks down recursive learning loops built on goal, context, measure, and levers, plus signal-based personalization that replaces static ICPs and segments. Ferreira also outlines a use-case-based rollout, starting with one workflow like campaign manag...

Clean data beats clever algorithms in AI marketing. Katrina Wong, Chief Marketing Officer at New Relic, brings 20+ years of enterprise go-to-market experience to the data-versus-AI debate. She argues AI functions as an operating system, not a standalone tool, becoming the intelligence layer powering interconnected agent workflows. Wong stresses that AI output quality depends entirely on data hygiene, making clean data infrastructur...

Marketing teams keep paying for tools they no longer need. Katrina Wong, Chief Marketing Officer at New Relic, explains why AI is replacing entire categories of MarTech software. Her team canceled a competitive intelligence subscription after building roughly 85 AI agents to gather and organize the same data. The output now feeds one-pagers and an interactive Gemini gem, giving sales real-time answers without waiting on a team or l...

Rising AI costs are quietly eroding marketing's bottom line. Katrina Wong, Chief Marketing Officer at New Relic, has led seven successful exits and now factors AI spend directly into cost of goods sold. She breaks down the buy-versus-build decision for AI agents, explains why New Relic won't automate end-to-end campaigns yet, and shares how her team is orchestrating agents across marketing handoffs to control costs.

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