This week we’re joined by Rai Hyde Cornell, founder of Cornell Content Marketing and former behavioral therapist, to explore how psychology — yes, real clinical frameworks — can radically reshape your content strategy.

Rai breaks down how the Stages of Change, the CBT Triangle, and her own ELITE Method help marketers go beyond the funnel and speak directly to a buyer’s thoughts, emotions, and behaviors.

We challenge the idea that B2B must be rational, unpack why most messaging fails, and show how a psychology-first approach can make your content actually move people.

This week, we’re joined by Ishaan Shakunt, Founder of Spear Growth, to talk about what happens when buyers turn to ChatGPT instead of Google.

We break down how B2B marketers can stay visible in AI search results, rethink content strategy for LLMs, and start using AI as part of their SEO workflow.

From early experiments to building a new approach, Ishaan shares where traditional SEO falls short and what to do instead.

There’s a growing myth in B2B that ABM requires a mountain of tools, a massive team, and a complex orchestration layer to succeed. But what if the real key is simplicity?

In this episode, we’re joined by Isaac Ware, Director of Demand Gen at UserGems, to talk about how their signal-driven, two-channel ABM approach outperforms programs that are far more complicated.

We dig into what actually makes ABM effective, why creative and outbound alignment matter more than most marketers think, and how to stop chasing platform features and start focusing on strategy.