Tom Wentworth, CMO of incident.io, joins the show to discuss how AI is reshaping modern marketing infrastructure—starting with the CMS. Tom makes the case that as AI streamlines content creation and personalization, marketers who invest in design, language, and experience will come out ahead.

Tom and Sara dig into what AI can and can’t do, why high-quality design still beats average AI outputs, and why “taste” is the most underrated skill in today’s marketing org. He also explains how AI is speeding up execution while giving marketers space to deliver more intentional, human-centered brand experiences.

Tom:
"[AI] makes [the CMS] more relevant because now marketers will be able to get more personalized experiences out to people faster. We'll be able to build these bespoke design experiences. If I'm a design agency today, I use the tooling to speed up building but I focus all my effort on taste.”

Links & Resources:
Connect with Sara: linkedin.com/in/sara-faatz-b67213
Connect with Tom: linkedin.com/in/twentworth
Learn more about Progress: progress.com

Timestamps:
00:30 –  The Role of AI in Marketing
02:20 – AI’s Impact on CMS
03:50 – Discoverability and Content Strategy
03:50 – Hot Takes on Attribution and MQLs
07:50 – Inspiration for Martech Insights

Is your marketing team still measuring success the old way?

In this episode, Matt Bertram, Head of Digital Strategy at EWR Digital, fractional CMO, and podcaster, shares how the digital landscape is shifting beneath our feet. Traffic is down. Impressions are up. Buyers are more informed than ever — but most of the buying journey now happens before anyone lands on your website.

Sara and Matt dig into how AI, off-page search behavior, and frictionless web experiences are changing the rules of digital strategy. They also explore why it’s time to retire outdated KPIs and focus on building brand equity, not just lead funnels.

Matt:
“They're true buyers if they're coming to your website because 75% of search is happening before it even gets to your website. So, your digital PR needs to be strong.”

Links & Resources:
Connect with Sara: linkedin.com/in/sara-faatz-b67213
Connect with Matt: linkedin.com/in/mattbertramlive
Listen to The Unknown Secrets of Internet Marketing
Listen to Oil & Gas Sales and Marketing Podcast
Learn more about Progress: progress.com

Timestamps:
00:30 –  Changing Landscape of Search
02:20 – Adapting to New KPIs and Metrics
03:10 – The Role of AI in Digital Strategy
09:35 – Navigating Negative SEO
12:40 – Inspiration for Martech Insights

In a MarTech landscape saturated with tools and AI-powered everything, Phil Gamache offers a timely reminder: the tech only matters if the humans using it are empowered. He and Sara dive into the rise of “counterculture” marketing—where brands win by spotlighting the people behind the process, not just the tools that power them.

Phil:
" It's not a differentiating factor to say that you're AI-powered. It's the default now. You should be, and it shouldn't really be part of your messaging.”

Links & Resources:
Connect with Sara: linkedin.com/in/sara-faatz-b67213
Connect with Phil: linkedin.com/in/gamacp
Explore The Humans of MarTech: humansofmartech.com
Learn more about Progress: progress.com

Timestamps:
00:30 –  Spotlighting Martech Tools
03:15 – The Human Element in Martech
04:55 – Innovative Uses of AI in Martech
07:05 – AI Advice for Beginners
09:05 – Industry Leaders for Inspiration