In this episode of B2B No Bull, Liz and Mark Brohan unpack the shifting landscape of Diversity, Equity, Inclusion, and Belonging (DEIB) with transformational growth advisor Sarah Alter, former CEO of NextUp. As legal pressures and public backlash prompt some companies to retreat or reframe their DEIB efforts, Alter argues the real focus should be organizational alignment. She shares why tying culture initiatives to measurable KPIs—and leading from the CEO level down—drives sustainable business results. Featuring examples from major brands and insights on emotional intelligence and learning models, this episode makes one thing clear: alignment, not acronyms, fuels performance and long-term success.

In this episode of B2B, No Bull, hosts Liz Brohan and her brother Mark Brohan sit down with innovation veteran Richard Guha for a no-fluff look at why innovation fails in most organizations. Drawing on a 45+ year career across industries and continents, Richard argues that companies don’t lack ideas—they lack clarity on the problems worth solving. He reframes innovation as a diagnostic discipline rooted in customer insight, not technology hype or brainstorming theatrics. The conversation explores leadership, culture, and the critical difference between innovation and entrepreneurship, offering practical, human-centered guidance for B2B leaders seeking sustainable growth.

In this solo episode of B2B, No Bull, host Liz Brohan sits down with Lindsay Young, President of 3 Aspens Marketing, to explore why storytelling still matters in modern B2B marketing—especially in an AI-saturated world. Together, they unpack how SEO-first content and automation have drained the humanity from B2B, and why AI should support thinking, not replace it. Lindsay shares practical ways to bring storytelling back through customer insight, original research, and transparency around the “messy middle” of buyer journeys. The episode wraps with a rapid-fire Bull or Noble segment tackling AI, authenticity, and long-form content.

In this episode of B2B No Bull, Liz and Mark Brohan explore the “black hole of marketing” with returning guest Cindy Greenglass, President of Livingston Consulting Strategies. The conversation breaks down how AI is changing the way B2B buyers get answers—and why traditional SEO alone is no longer enough. Cindy introduces answer marketing and answer optimization, explaining how recommendations, not rankings, are shaping buyer expectations. The trio discusses using internal data, AI prompts, and emerging AI agents to anticipate buyer questions and create real differentiation. The takeaway: B2B marketers must engineer answers, not just push content.

In this episode of B2B No Bull, hosts Liz and Mark Brohan unpack the evolution of Public Relations—from old-school media pitching to today’s AI-driven, transparency-focused landscape. They explore how earned media remains the credibility engine behind integrated marketing, why “perceived value” still matters, and how brands can stand out in a world flooded with paid and sponsored content. The discussion dives into the future of PR, proving that authenticity and trust will always win over noise and volume. Randolf (Randy) Pitzer, Principal Ritzer Relations Public Relations

Astrology in business? You bet. In this episode of B2B No Bull, Liz and Mark Brohan sit down with financial astrologer Susan Gidel to explore how the stars can help marketers make smarter, more strategic choices. From knowing the best times to send emails or launch campaigns, to avoiding pitfalls during Mercury retrograde, Susan shows how cosmic timing can give B2B professionals a surprising edge.

In this episode of B2B No Bull, we tackle the future of market research with Patricia Velázquez from Google. Patricia breaks down how AI, automation, and real-time data are transforming the way companies understand their customers—moving from static reports to living, predictive insight engines. From synthetic panels to agentic research, she reveals how B2B brands can turn overwhelming data into fast, actionable intelligence. Whether you’re a marketer, strategist, or data skeptic, this conversation shows why the future of research isn’t analysis—it’s anticipation. Patricia Velázquez, Education Strategy & Insights Lead at Google

So what happens when AI stops being your assistant and starts being your agent? In Part Two of our conversation with Scot Wingo, we dive into the implications of giving machines more autonomy in marketing. From campaign orchestration to supply-chain optimization, agentic AI can shoulder the heavy lifting — if you’re willing to trust it. Scot doesn’t sugarcoat it: most marketers are behind the curve, still stuck in outdated playbooks while competitors experiment with autonomous AI tools. He shares practical examples of where agentic AI is already driving results, what’s still experimental, and how to spot the difference between hype and hard reality. By the end, you’ll know what’s coming, what’s possible, and why the biggest risk may be waiting too long to try. Agentic Commerce Basics for B2B Retailers, Resellers, Distributors and Manufacturers Slides

Marketers love to talk about AI, but let’s be honest: most of us are still treating it like Clippy 2.0. Helpful? Sure. Revolutionary? Not even close. In this episode of B2B No Bull, Liz and Mark pull in Scot Wingo — serial ecommerce troublemaker, ChannelAdvisor co-founder, and founder of ReFiBuy — to explain why the real story isn’t today’s chatbots, but a new era of “agentic AI.” Agentic AI isn’t about automating copywriting or customer service replies. It’s about giving AI the ability to act — to plan, execute, and adapt with minimal human oversight. Scot lays out why this shift is bigger than marketers realize, and how brands and retailers that embrace it now will gain an edge. Agentic Commerce Basics for B2B Retailers, Resellers, Distributors and Manufacturers Slides Guest: Scot Wingo, serial entrepreneur, Co-Founder of Channel Advisor, and CEO of ReFiBuy

In this episode we dig into the hard truths of agency life with a no-fluff conversation about the future of B2B marketing agencies. Agencies today face a stark choice: evolve now or risk irrelevance. Together with industry veteran Mark Sneider, we explore why so many agencies still struggle with positioning, what clients actually want from their partners, and how emerging technologies like AI and predictive analytics are reshaping expectations. The discussion uncovers the biggest pitfalls — from generic positioning that resonates with no one to reporting dashboards that fail to inform real decisions. If you’re running a B2B agency or hiring one, this episode is packed with actionable takeaways on clarity, creativity, and delivering true client value. As Liz sums it up: position or perish. Guest: Mark Sneider, Founder & CEO, RSW/US