What if your biggest competitor isn't another vendor, but your buyer's fear of making the wrong decision?

In this episode of Connect To Market, host Casey Cheshire sits down with Aaron Bean, Co-Founder and Head of Go-to-Market at Supercase.ai, to explore why the most dangerous competitor in B2B isn't a rival product, but buyer indecision. Aaron makes the case that marketers need to connect to their market by focusing on the late-stage buyer journey, equipping champions to win the internal sale in a room the seller will never be in, especially when the CFO starts asking what the problem is costing and why it can't be fixed internally.

Aaron shares research showing 61% of deals are lost to indecision and breaks down the three options every buyer weighs: do nothing, build, or buy. He walks through a framework for building decision confidence by quantifying the cost of inaction, creating CFO-credible business cases, and mapping internal advocacy moments into the buyer journey. He also introduces tracking "business case attach rate" as a leading indicator of deal health, and shares lessons from his background in philosophy, entrepreneurship, and global go-to-market work at Lenovo.

In this episode, we cover:

• Why 61% of B2B deals are lost to buyer indecision, not competitors, and how to fight back
• How to arm buyer champions with CFO-credible business cases that quantify the cost of doing nothing
• Adding internal advocacy moments to your buyer-journey map so champions aren't left unsupported
• Tracking "business case attach rate" as a leading indicator of deal confidence and close rates

If you're a B2B marketing leader watching qualified deals stall in committee and losing to "no decision," Aaron's framework for building decision confidence and arming your buyer champions is the playbook you've been missing.

🔔 Don't forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market.

Connect with Aaron:

• LinkedIn: https://www.linkedin.com/in/aaronbean/
• Supercase.ai: https://supercase.ai/

Ways to Tune In:

• Spotify: https://open.spotify.com/show/01kCcPP1ib9MSE9aNb5SQa
• Apple Podcasts: https://podcasts.apple.com/podcast/connect-to-market/id1822777920
• Amazon Music: https://music.amazon.com/podcasts/b5c3fb03-482f-4496-bcd0-82c1d66fed3d
• iHeart Radio: https://iheart.com/podcast/282837141/
• Podchaser: https://www.podchaser.com/podcasts/connect-to-market-6138391
• YouTube: https://www.youtube.com/playlist?list=PLP_sn6_Cwun_qxaOz94Epgf6zdqeTFjJV

Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

Is your marketing falling flat because you don't actually believe in what you're selling?

In this episode of Connect To Market, host Casey Cheshire sits down with Brandon Pittser, VP of Marketing and Funding Development at Filament Games, to explore how marketers can connect to their market by leading with authenticity instead of automation. Brandon makes the case that the most effective marketing starts with genuinely believing in your organization's value, and explains why formulaic, AI-templated outreach is eroding trust with buyers. He shares why humility, honesty, and respecting your audience's intelligence are the real competitive advantages in a landscape flooded with generic messaging.

Brandon walks through his playbook for internalizing a company's story, from interviewing discipline leaders to synthesizing perspectives and aligning teams around core value. He then breaks down how Filament Games drives growth through a disciplined inbound content engine, including long-running SEO-driven blogging, a structured editorial calendar, and an expanding video strategy built around repurposing livestreams into short-form clips. He also shares how to build modular content campaigns, maintain editorial flexibility, and lean into your organization's existing strengths to create content that compounds over time.

In this episode, we cover:

• Why authentic belief in your product is the foundation of marketing that resonates and converts
• How to align your team around a unified company story by interviewing internal leaders and synthesizing their perspectives
• Building a disciplined inbound content engine with SEO-driven blogging and a flexible editorial calendar
• Expanding into short-form video by repurposing livestreams and leaning into organizational strengths

If you're a marketing leader tired of watching templated outreach fall flat and looking for a more genuine, sustainable approach to content and demand generation, Brandon's framework for authentic, inbound-first marketing is one worth stealing.

🔔 Don't forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market.

Connect with Brandon:

• LinkedIn: https://www.linkedin.com/in/brandon-pittser-1b656855/
• Filament Games: https://www.filamentgames.com/
• Filament Games Podcast: https://soundcloud.com/filamentgames

Ways to Tune In:

• Spotify: https://open.spotify.com/show/01kCcPP1ib9MSE9aNb5SQa
• Apple Podcasts: https://podcasts.apple.com/podcast/connect-to-market/id1822777920
• Amazon Music: https://music.amazon.com/podcasts/b5c3fb03-482f-4496-bcd0-82c1d66fed3d
• iHeart Radio: https://iheart.com/podcast/282837141/
• Podchaser: https://www.podchaser.com/podcasts/connect-to-market-6138391
• YouTube: https://www.youtube.com/playlist?list=PLP_sn6_Cwun_qxaOz94Epgf6zdqeTFjJV

Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

How can marketers stay adaptable, leverage AI effectively, and earn a true seat at the table?

In this episode of Connect To Market, host Casey Cheshire welcomes Max Maurier, VP of Marketing at Absolute Security, to explore why adaptability is the most critical skill for modern marketing teams. Max shares how marketing is uniquely positioned to pivot faster than other functions, and why leaders must continuously evolve their strategy, channel mix, and team capabilities in response to shifting buyer behavior, company priorities, and emerging technology.

He dives into the importance of aligning deeply with company-wide goals (not just reacting to sales requests), and how strong analytics and system fundamentals can help marketers build credibility and trust at the executive level. From rethinking event-heavy strategies to creating a more balanced, targeted digital approach, Max outlines what it takes to operate as a truly strategic marketing function. He also unpacks practical AI use cases, like account research and planning, while emphasizing the need to keep humans in the loop to avoid low-quality, “AI slop” outputs.

In this episode, we cover:

• Why adaptability, not rigid planning, is the key to modern marketing success
• How to align marketing with broader business objectives to increase impact and influence
• Practical ways to apply AI across marketing teams without over-relying on it
• How to use data, analytics, and systems to earn trust and a seat at the executive table

If you're a marketing leader looking to stay ahead of constant change, better integrate AI, and elevate your role within the organization, Max’s insights will challenge how you think about strategy, execution, and leadership.

🔔 Don’t forget to subscribe and hit the notification bell so you never miss an episode of Connect To Market.

Connect with Max:

• LinkedIn: https://www.linkedin.com/in/maxmaurier/
• Absolute Security: absolute.com

Ways to Tune In:

• Spotify: https://open.spotify.com/show/01kCcPP1ib9MSE9aNb5SQa
• Apple Podcasts: https://podcasts.apple.com/podcast/connect-to-market/id1822777920
• Amazon Music: https://music.amazon.com/podcasts/b5c3fb03-482f-4496-bcd0-82c1d66fed3d
• iHeart Radio: https://iheart.com/podcast/282837141/
• Podchaser: https://www.podchaser.com/podcasts/connect-to-market-6138391
• YouTube: https://www.youtube.com/playlist?list=PLP_sn6_Cwun_qxaOz94Epgf6zdqeTFjJV

Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/