Tech Marketing Rewired
Podcast Description
Tech Marketing Rewired is your front-row seat into the minds of the best tech marketers, brand leaders, and technology builders in the game. I’m Kevin Kerner, and each episode is a conversation with smart friends, some leading the charge at B2B brands, some building the tech shaping the future of marketing, and all of them rethinking what actually works in a space that’s moving fast. We get into what’s next, what’s working (and what’s not), and how to scale marketing in a way that doesn’t burn everyone out. It’s honest, forward-looking, sometimes a little nerdy, but always practical and grounded in real-world experience. If you care about where B2B marketing is headed, you’ll want to tune in.
Podcast Insights
Content Themes
The podcast focuses on themes such as marketing technology, B2B brand strategies, and innovative marketing practices. Episodes explore topics like AI in marketing, the evolution of tech stacks, and the significance of data integration, with specific discussions such as Scott Brinker's insights on composability and the future of marketing technology. Other areas of focus include scaling marketing efforts, operational efficiency, and the impact of cultural shifts in the marketing landscape.
Tech Marketing Rewired is your front-row seat into the minds of the best tech marketers, brand leaders, and technology builders in the game.
I’m Kevin Kerner, and each episode is a conversation with smart friends, some leading the charge at B2B brands, some building the tech shaping the future of marketing, and all of them rethinking what actually works in a space that’s moving fast. We get into what’s next, what’s working (and what’s not), and how to scale marketing in a way that doesn’t burn everyone out. It’s honest, forward-looking, sometimes a little nerdy, but always practical and grounded in real-world experience. If you care about where B2B marketing is headed, you’ll want to tune in.
I am always looking for ways to improve. Send me a text and let me know you thoughts! – Kevin
View the video version of the podcast here
The term ”account-based marketing” gets thrown around so casually these days that its meaning has become diluted. Is ABM just targeted advertising to a list of accounts, or is it something deeper? According to Bolton Graham, Head of Marketing at JRNI, we've moved past the golden age of ABM into what he calls a ”dark age” where everything is labeled ABM without the personalization that made it special.
Bolton brings a wealth of perspective from his time building ABM programs from scratch, scaling them across organizations, and now applying these principles at Journey. What makes his insights particularly valuable is his candid assessment of what works and what doesn't when taking the one-to-one approach with high-value accounts.
He argues that the best ABM practitioners occupy a unique space between sales and marketing—they need the analytical mind of a marketer with the relationship-building hunger of a salesperson. In fact, Bolton makes the provocative suggestion that perhaps ABM roles should include commission structures similar to sales positions.
Beyond the philosophical discussion, Bolton shares tactical advice on launching successful ABM initiatives, from managing the relationship with sales teams to defending your program from the inevitable pressure to scale beyond what's effective. He highlights the potential of ”pattern interrupts” like direct mail, billboards, and in-person events as increasingly valuable tools as digital channels become saturated with AI-generated content.
As Bolton puts it, ”The personal connection angle is going to be one of the last things we're left with.”
Whether you're just starting your ABM journey or looking to refocus your existing program, this conversation offers fresh perspectives on an approach that, when done right, still delivers exceptional results for B2B marketers targeting high-value accounts. Connect with Bolton on LinkedIn to continue the conversation about the future of marketing in an increasingly noisy digital landscape.
Connect with Bolton on LinkedIn or check out his company, JRNI
🎧 Tech Marketing Rewired is hosted by Kevin Kerner, founder of Mighty & True.
New episodes drop regularly with unfiltered conversations from the frontlines of B2B and tech marketing.
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