Enterprise buyers are under intense pressure to modernize their infrastructure for AI. But while the technology is advancing quickly, the messaging around it often lags behind. Too much hype. Too little trust. And not enough empathy for what customers are actually trying to achieve.

In this episode of Marketing Genius Unpacked, host Josh Porter, founder of Bit of Genius Consulting, sits down with Adam Glick, Senior Director of Product Marketing at Dell Technologies, to explore how AI is reshaping enterprise transformation—and what effective marketing must look like in response.

With more than two decades of experience across cloud, AI, and enterprise technology, Adam has led product, solutions, partner, and thought leadership initiatives at Microsoft, Amazon, Google, and Dell. His work consistently sits at the intersection of Product, Sales, and Marketing, with a clear philosophy: customer empathy and trust are the real building blocks of successful go-to-market strategy.

This conversation goes beyond surface-level AI narratives to unpack what actually resonates with enterprise buyers navigating modernization decisions.

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What This Episode Is About

Josh and Adam break down how AI is influencing business transformation strategies today—and how marketers can communicate that transformation credibly. Topics include:

• Why an “AI-first” mindset is taking hold, but ROI expectations are rising

• The timeless motivations behind enterprise buying decisions

• How great product marketers act as storytellers and educators

• Why understanding customer motivation comes before messaging

• How to balance innovation storytelling with technical credibility

• The role of proof points like ROI calculators, analysts, and customer stories

• Why trust and education matter more than feature narratives

Adam reframes modernization messaging around helping customers see a better version of themselves—what he calls “slimming mirrors”—and explains how marketers can responsibly guide customers toward outcomes that genuinely improve their business.

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Why It’s Worth Your Time

AI infrastructure conversations are complex, emotional, and high-stakes. Buyers don’t just want to know what your product does—they want to know whether you understand their risk, pressure, and motivation.

This episode offers practical guidance for leaders who need to:

• Build trust while selling advanced technology

• Avoid hype while still telling a compelling innovation story

• Educate customers without overwhelming them

• Align Sales, Product, and Marketing around shared empathy

• Position modernization solutions with credibility and confidence

If you’re responsible for how a complex AI or enterprise product is understood in the market, this conversation provides a grounded framework for creating messaging that resonates—and lasts.

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Who This Episode Is For

This episode is designed for leaders at AI scale-ups and growth-stage technology companies, including:

• Founders shaping enterprise narratives

• GTM leaders positioning AI-driven solutions

• Product marketers translating complexity into clarity

• Marketing leaders balancing innovation with credibility

If your customers are modernizing infrastructure, adopting AI, or making long-term transformation decisions, this episode will help you market with more empathy, trust, and impact.

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About Marketing Genius Unpacked

Marketing Genius Unpacked is the playbook for building and marketing AI products that win. Hosted by Josh Porter, founder of Bit of Genius Consulting, the show features conversations with GTM leaders, product marketers, founders, and technologists shaping the future of AI go-to-market.

📬 Subscribe to The Genius Guide to AI Product Marketing for frameworks and insights inspired by the show:

👉 https://geniusguidetoaipmm.substack.com

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