In this episode of B2B No Bull, hosts Liz and Mark Brohan sit down with Mark Schneider, Founder and CEO of RSW/US, to unpack the evolution of B2B marketing agencies—and the growing pains that come with it. Schneider, a veteran in agency business development and client matchmaking, gets candid about why many agencies still struggle with differentiation and positioning.

They discuss the ongoing identity crisis of “full-service” agencies, the importance of owning a niche, and why marketers are tired of hearing agencies talk only about themselves. The conversation dives into how agencies can lead clients through digital transformation and AI adoption, build thought leadership that adds real value, and focus on strategic partnerships instead of trying to be everything to everyone.

From staying ahead of the tech curve to proving ROI, Schneider emphasizes that agencies must evolve—or risk being left behind. As Liz puts it, “If your homepage could be copy-pasted onto 50 other agency sites—you don’t have a position.”

Resources Mentioned

1. RSW/US Agency New Business Blog
2. The Motion Agency
3. EMBAS Consulting

🔥 Highlight Quotes

1. “If your homepage could fit 50 other agencies—you don’t have a position.” – Liz Brohan
2. “Agencies that talk less about themselves and more about client challenges win the day.” – Mark Schneider
3. “AI won’t replace agencies—but agencies that ignore AI will replace themselves.” – Mark Schneider

In this lively episode of B2B No Bull, hosts Liz and Mark Brohan dig into one of the toughest challenges B2B marketers face: selling ideas into their own organizations. Why is it so difficult to get the boss—and sometimes even sales teams—to buy in? To help unravel the problem, they welcome Cyndi Greenglass, President of Livingston Consulting Strategies, adjunct instructor at West Virginia University, and co-host of Marketing Horizons.

Cyndi brings a wealth of experience to the conversation, showing why marketers often fail at the very thing they’re supposed to be good at—communication. She challenges listeners to stop hiding behind acronyms, learn the language of business, and build relationships with finance leaders to understand what really drives the company. From finding unexpected insights in retention metrics to learning how to present data without “puking numbers,” Cyndi provides clear, practical advice for becoming a trusted voice at the leadership table.

The group also explores the generational shift in B2B buying, the rise of “answer marketing,” and why self-service expectations are reshaping the customer experience. This no-nonsense conversation will leave you with fresh ideas—and maybe even some homework.

Resource Links

1. Livingston Consulting Strategies
2. Marketing Horizons Podcast
3. Honor Flight Chicago

Highlight Quotes

1. “Marketers fail at internal communication because we don’t speak the language of business. Start by learning what drives your CFO.”
2. “Don’t puke your data—interpret it. Insight, not numbers, gets you a seat at the table.”
3. “Retention isn’t boring—it’s financial impact. Losing just 10% of customers can sink the business.”

From Mad Men to Modern Men: Reinventing B2B Marketing with Mark Pickett

On this episode of B2B No Bull, Liz and Mark Brohan sit down with Mark Pickett, Co-Founder of The Black Phoenix Group, to explore how legacy B2B companies can finally shake off outdated tactics and step into the digital era.

Mark’s journey from Marine Corps combat veteran to marketing executive to investor in niche manufacturing and distribution firms gives him a unique perspective on transformation. He pulls no punches when it comes to what B2B marketers still “suck at”: understanding how the business really makes money and proving marketing’s role in driving revenue.

Together, the hosts and guest dive into:

• Why industrial and legacy firms lag a decade behind in marketing technology.
• How to align sales and marketing by showing tangible, quick wins.
• Why marketers must speak the language of leadership and connect investment to measurable outcomes.
• The art of telling compelling, modern stories while respecting decades-long customer relationships.

If your company is still relying on faxes, flip phones, and “we’ve always done it this way,” this episode will show you the mindset and tools to scale smarter, sell faster, and finally bring marketing into the modern era.

Resources & References

1. The Black Phoenix Group – Mark Pickett’s firm specializing in industrial and niche manufacturing investments.
2. KPMG – One of Mark’s past corporate leadership stops.
3. U.S. Marine Corps – Where Mark’s leadership journey began.

Highlight Quotes

1. “B2B marketers don’t just need more tools—they need to understand how the business actually makes money.”
2. “Industrial marketing is a decade behind—but the right tech stack can scale demand 100 to 1.”
3. “Sales wants results. Marketing’s job is to prove it can ring the register.”