In this episode of Playbook Broken, host Marc sits down with Myriam Jessier, SEO Exec at Pragm and Neurospicy to explore why traditional SEO strategies are collapsing in an AI-driven search world. Myriam breaks down what’s actually changing, why privacy-first SEO matters, how to build authority when zero-click results dominate, and what brands must understand about context and relevance today. This is a practical, no-nonsense guide to rebuilding your SEO playbook for the future.

Episode Guide

00:00 Introduction to Playbook Broken
00:08 Meet Miriam Jesse: The SEO Expert
00:31 The Broken SEO Playbook
03:17 Relevance Engineering in SEO
08:08 The Zero Click Environment
08:47 Adapting to AI and Multimodal Search
12:35 SEO in the Context of Brand and User Experience
13:44 The Future of SEO and Marketing
21:47 The Impact of Competitor Clicks on Google Results
22:15 Algorithmic Influence and New SEO Tools
23:06 Echo Chambers and Contextual Relevance
24:20 Understanding AI Brand Drift
26:28 Introducing the 'I'm Stuck' Segment
28:16 Technical Branding and AI Narrated Brands
32:26 Practical Tips for Brand Management
35:15 Force Yourself: Overcoming Challenges
40:53 Final Thoughts

This podcast is produced by MarTech, a Third Door Media property.

For years, buying enterprise tools and tech followed a fairly predictable playbook. Enterprise buyers started their research on Google and consulted peers and colleagues. They downloaded content assets and attended events or webinars.

All of that activity put buyers on the radar of the vendors and put into motion their sales and marketing efforts.

AI has fundamentally changed the game of B2B buying for the enterprise. Not only is it easier to conduct research with LLMs, but AI’s ability to spawn companies quickly means the market is as crowded and noisy as ever.

On this episode of Conversations with MarTech, we’re talking to Mika Yamamoto, chief customer and marketing officer at Freshworks, about the state of enterprise buyers in the AI era.

Episode guide

What’s the state of the enterprise B2B buyer?
What’s responsible for the trust gap with B2B buyers?
How has the playbook for reaching enterprise buyers changed?
Does authenticity still matter in the age of AI?
Vendors have far less visibility into enterprise buying

This podcast is produced by MarTech, a Third Door Media property.

Customer data platforms promised clarity, unity, and true personalization — but reality didn’t live up to the hype. In this episode, Hightouch Co-CEO Tejas Manohar joins Marc Sirkin to dismantle the outdated CDP playbook and reveal why modern teams are shifting toward composable data architectures and AI-driven decisioning.

Tejas shares the inside story of the CDP market’s evolution, why most organizations still struggle to activate their data, and how AI is finally enabling the kind of individualized marketing the industry has chased for decades. From broken batch-and-blast tactics to the rise of automated insights, this conversation exposes what’s not working — and what B2B teams must embrace next.

If you’re rethinking your stack, your strategy, or your role in an AI-powered marketing world, this episode is required listening.

Episode Guide

00:16 Guest Introduction: Tejas Manohar
00:54 The Evolution of CDPs
09:26 The Role of AI in Marketing
12:23 The Future of Marketing Playbooks
20:10 Personalization in Marketing: Myth or Reality?
23:53 AI in Marketing: A New Workflow
30:40 The Technical Shift in Marketing
35:08 The Future of UX and AI Integration
38:52 Personal Journey: Pivoting During COVID

This podcast is produced by MarTech, a Third Door Media property.

Are B2B organizations passing up an opportunity to resonate with their prospects and customers because their messages lack creativity?

Today, I’m talking to Jacob Sanders, Scott Monty and Ryan Wellman, the creators of ROI: The Musical, to discuss why so many B2B organizations seem to steer away from getting creative in their marketing.

Creativity is risky, it’s subjective and it can be terribly difficult to measure. And that’s part of the point behind an endeavor like ROI: The Musical — it would be challenging to measure the ROI of the musical itself.


Episode guide


1:55: Why make ROI: The Musical in the first place?
5:42: Why don’t companies get more creative in their marketing?
8:01: Is bureaucracy and personal preference holding back creativity?
12:10: What is the future of long-form, creative content?

This podcast is produced by MarTech, a Third Door Media property.

What if everything you thought you knew about being “data-driven” was wrong?

In this episode of Playbook Broken, host Marc Sirkin talks with Philip Armstrong, SVP and Go-to-Market Head of Insights & Analytics at Truth in Data (and formerly of Nike), about why most dashboards fail, how to overcome data paralysis, and why AI might be breaking more playbooks than it’s fixing.

Philip unpacks how Fear of Better Options (FOBO) shapes customer behavior, why no one truly “owns” the customer journey, and how generative AI is changing the meaning of intelligence inside organizations. Together, they explore what it takes to rebuild a playbook that actually helps people buy.

This conversation dismantles the illusion of perfect data and exposes why “being data-driven” so often means pretending to be. Philip’s pragmatic approach—treating data as an informed opinion rather than a command—offers a smarter, more human path forward for marketing, analytics, and AI adoption.

Timestamps

00:00 - Introduction – Meet Philip Armstrong: ex-Nike data leader redefining customer intelligence at Truth in Data.

02:00 - Fear of Better Options (FOBO) – How decision paralysis sabotages conversions and why incentives must target emotional reassurance.

05:00 – What’s Broken – Why throwing money at tech stacks doesn’t create adoption, and why dashboards rarely inspire action.

08:00 – Ownership Crisis – Who really owns the customer journey (spoiler: no one), and how silos kill accountability.

12:00 – AI’s Double-Edged Sword – Machine learning’s untapped potential vs. generative AI’s hallucinations, blind spots, and the danger of “average” insights.

18:00 – Personalization Limits – Why 1-to-1 marketing still fails, even for Netflix and Amazon.

24:00 – Metrics That Lie – Open rates, attribution models, and other vanity KPIs that marketers cling to.

27:30 – New Rules – Why smaller qualitative insights often beat massive data sets and how to find meaning on the edges.

31:00 – When Data Meets Creativity – Inside Nike: how Philip learned to frame data as a “seat at the table,” not the only truth.

36:00 – Takeaways – Redefining data-driven decision-making for the AI era and connecting with Philip online.

This podcast is produced by MarTech, a Third Door Media property.

For the past several years, “data-driven” and “marketing” have gone together like milk and cookies. You might even describe yourself as a “data-driven” marketer in your LinkedIn profile.

But have you thought about what comes next?

Neej Gore, chief data officer at Zeta Global, says advances in AI and predictive capabilities might soon mean data-driven is looking backwards, which is exactly the opposite of what everyone was hoping to accomplish with being data-driven in the first place.

I sat down with Neej at Zeta Live!, the company’s annual event in New York City, to talk about what comes after data-driven marketing, why systems might overtake stacks and the importance of context moving forward.

Neej also shares the one word he would use to describe the future of marketing, and it’s going to surprise you.

Episode guide

0:38: Meet Neej Gore

1:51: From data-driven to answers-driven

3:10: Why context matters to data and AI

5:00: Marketing as a system, not a stack

6:14: The urgency around data governance

7:45: One word to describe the future of marketing

This podcast is produced by MarTech, a Third Door Media property.

This podcast is produced by MarTech, a Third Door Media property.

Marketers are collecting more data than ever before in the rush to be data-driven, but the amount of data is overwhelming, especially for small teams that don’t have access to data scientists.

In this conversation with Anssi Rusi, CEO of Supermetrics, we dive into the challenges marketing teams face with their data and whether AI is the force equalizer to help marketing teams find the insights and value hidden in their data faster.

We also discuss the state of the customer data platform (CDP) market, as earlier this year Supermetrics acquired real-time CDP Relay42.

Episode guide

0:18: Meet Anssi Rusi

1:50: Where are marketing teams struggling with data?

3:42: What are marketing teams doing to grow their data IQ?

6:02: What are the best use cases for using AI to get value from data?

7:53: Why did Supermetrics buy a CDP?

10:30: What is the state of the CDP market?

This podcast is produced by MarTech, a Third Door Media property.