Misadventures in Marketing

The New B2B Customer Journey

Tue, 10 Mar 2026 09:00:00 -0700

Welcome to Season 3, Episode 4 of Misadventures in Marketing: The New B2B Customer Journey

In this episode, hosts Peter Farago and Steve Haney grapple with the age-old problem of product discovery and the new, convoluted, twisty B2B customer journey. Thanks to AI, prospects are armed with more data and more sophisticated information about the market landscape, your product and your competitors’ products. This demands that marketers shift their strategies and focus on the things they can control: brand; consistent output of relevant content from the product marketing team; and sales tools for the sales team, for when a prospect actually makes human contact with your start-up to engage. While AI is a powerful research tool and assessment partner for a buyer, ultimately, human interaction remains irreplaceable.

And don’t forget to check out AMA SF’s latest blog posts! Rinita Datta continues to turn out fantastic insights on topics every marketer should be up to speed on:

Resilience, Discipline, and Reputation: Lessons for Leaders

https://www.amasf.org/blog/resilience-discipline-and-reputation-lessons-for-leaders/

About Misadventures In Marketing

The American Marketing Association San Francisco Chapter presents Misadventures in Marketing, a podcast about high tech marketing in Silicon Valley, focusing primarily on marketing challenges in early stage technology startups. Hosts Peter Farago, a career high tech marketer and Steve Haney, a fractional GTM executive in tech, chat weekly about marketing practices in high tech, the latest martech product news, their experiences from the front lines, and interviews with their CMO friends and marketing colleagues.

Listen: https://mim.captivate.fm/

Facebook: https://www.facebook.com/AMASanFrancisco/

X: https://x.com/AMASanFrancisco

Instagram: https://www.instagram.com/amasanfrancisco

LinkedIn: https://www.linkedin.com/company/amasf/

Hosts: Peter Farago and Steve Haney

Marketing: Ian Robinson-Lambert

Editing: Lorenzo Fernandez-Kopec, Marisa Gabriela Ramos (Peakbound Studios), and Brian Douglas (Creative Comms)

Consulting Producer: JulieAnn Bornales

Content Producer: Rinita Datta

We'd also like to thank our sponsor Workbox for their support of Misadventures in Marketing.

Chapters:

00:00 Introduction to Misadventures in Marketing

02:06 Tech News: Apple's AI Capabilities and Market Reactions

04:51 Surveillance Economy: The Ring and Flock Controversy

09:55 AI in Marketing: Tools and Applications

17:45 The New Customer Journey: Understanding Buyer Behavior

33:10 AI's Role in Decision Making and Marketing Strategies

47:56 Conclusion: The Future of Marketing in an AI-Driven World

Building a Web Agency That Lasts

Sun, 22 Feb 2026 18:00:00 -0700

Welcome to Season 3, Episode 3 of Misadventures in Marketing: Building a Web Agency That Lasts.

In this episode, hosts Steve Haney and Peter Farago welcome guest Eric Weidner, a seasoned marketing professional who has built and run a successful web agency for the last 30 years. Traversing multiple technology waves since the internet boom of the 90’s, Eric shares his experience adapting to new business models, new technologies, and new devices over the decades. With a special focus on the pharma and biotech sectors, Eric covers his journey from a web agency founder to a specialized marketer. Particular focus is placed on how to navigate the regulatory environment of building websites for pharmaceutical companies. We also dive into the intricacies of building a website in the modern era that is tuned for AI bots, as well as SEO, as well as humans. Even in today’s AI-swept world, an organization’s website still remains a vital component and needed asset of a company’s marketing success.

About Misadventures In Marketing

Listen: https://mim.captivate.fm/

Facebook: https://www.facebook.com/AMASanFrancisco/

X: https://x.com/AMASanFrancisco

Instagram: https://www.instagram.com/amasanfrancisco

LinkedIn: https://www.linkedin.com/company/amasf/

Hosts: Peter Farago and Steve Haney

Marketing: Ian Robinson-Lambert

Editing: Lorenzo Fernandez-Kopec, Marisa Gabriela Ramos (Peakbound Studios), and Brian Douglas (Creative Comms)

Consulting Producer: JulieAnn Bornales

Content Producer: Rinita Datta

We'd also like to thank our sponsor Workbox for their support of Misadventures in Marketing.

Channel Surfing

Tue, 10 Feb 2026 09:00:00 -0700

Welcome to Season 3, Episode 2 of Misadventures in Marketing: Channel Surfing! In this episode, hosts Peter Farago and Steve Haney share their insights on determining which marketing channels to exploit in the current online, vertical video, AI-driven environment we find ourselves in. After some intriguing banter about the government’s role in regulating AI, and exploring the intersection between entertainment and technology vis a vis Disney & OpenAI, they dive into the very, very hard job of identifying which marketing channels work best for an early stage tech start-up. From social media and email marketing to SEO, conferences, trade shows, and content generation, they highlight the necessity of utilizing existing resources to build one’s presence without significant budgets. Next they talk about experimenting with new marketing channels, like influencer partnerships and niche podcasts. Identifying industry-specific influencers and engaging with them to maximize outreach while minimizing costs is one relatively new channel that could leave SEM in the rear view mirror.

Don’t forget to check out the latest blog posts from AMA SF, expanding on the topics we explore in Misadventures in Marketing.

More Than a Mic: Strategic Speaking That Drives Growth

https://www.amasf.org/blog/strategic-speaking-that-drives-growth/

About Misadventures In Marketing

Listen: https://mim.captivate.fm/

Facebook: https://www.facebook.com/AMASanFrancisco/

X: https://x.com/AMASanFrancisco

Instagram: https://www.instagram.com/amasanfrancisco

LinkedIn: https://www.linkedin.com/company/amasf/

Hosts: Peter Farago and Steve Haney

Marketing: Ian Robinson-Lambert

Editing: Lorenzo Fernandez-Kopec, Marisa Gabriela Ramos (Peakbound Studios), and Brian Douglas

Consulting Producer: JulieAnn Bornales

Content Producer: Rinita Datta

We'd also like to thank our sponsor Workbox for their support of Misadventures in Marketing.

Stage Ready

Fri, 30 Jan 2026 09:00:00 -0700

Season 3 of Misadventures in Marketing is here! We kick off 2026 and Episode 1, Stage Ready, with a discussion about public speaking spots and how to integrate them into your marketing mix. Sure, I know you want to talk about AI and how PLG and SEO are going away and how in just 2 months every company on the planet is going to get side-swiped by our AI overlords. But after that’s all over and we’re standing in the ruins of the demand generation apocalypse, your company still has to send humans out into the meat space to talk about your company, shake hands with other humans, share ideas, and bond over beverages. Arms length transactions only go so far, especially on large, 7-figure purchases. That means your speaking plan has to be strategic, not random, just like any other program in your marketing mix. Peter and I also touch upon the significant tech news of the day and our latest use of AI tools for our personal use, as well as for company wide martech systems and marketing programs we’re currently working on.

About Misadventures In Marketing

Listen: https://mim.captivate.fm/

Facebook: https://www.facebook.com/AMASanFrancisco/

X: https://x.com/AMASanFrancisco

Instagram: https://www.instagram.com/amasanfrancisco

LinkedIn: https://www.linkedin.com/company/amasf/

Hosts: Peter Farago and Steve Haney

Marketing: Ian Robinson-Lambert

Editing: Lorenzo Fernandez-Kopec, Marisa Gabriela Ramos (Peakbound Studios), and Brian Douglas

Consulting Producer: JulieAnn Bornales

Content Producer: Rinita Datta

We'd also like to thank our sponsor Workbox for their support of Misadventures in Marketing.

#startups, #hightech, #misadventuresinmarketing, #MiM, #marketing, #technologystartups, #SiliconValley, #CMO, #marketingstrategy, #innovation, #casestudies, #businesschallenges, #leadership, #companyculture, #techgiants, #CMO, #AMA, #SiliconValley, #LegacyVsStartup, #AIFuture, #InnovationChallenge, #Marketing, #Podcast, #MisadventuresInMarketing, #TechDebate, #Marketing, #AI, #Podcast, #Technology, #DataManagement, #Public Speaking, #AuthenticityInAdvertising, #ProductivityTools, #MarketingStrategies

When Nobody Cares

Sun, 14 Dec 2025 20:00:00 -0700

Welcome to Episode 8 of Season 2 of Misadventures in Marketing: When Nobody Cares. In this episode Peter and Steve discuss the latest tech news, Canva's product launch and how we use their AI tools, and the evolving role of PR in tech marketing in the age of AI. While large business and tech media outlets still command traffic and trust, and earned media and SEO remain valuable, the ROI of traditional PR is increasingly being questioned. The media landscape has become more fragmented and competitive. Marketers face lots of heavy lifting getting media coverage and then the question becomes: Was it all worth it? Will anybody care about your story? Your product? Your company? Earned media can get your company or a new product launch noticed, and SEO still matters, but the ROI is growing in doubt. Bypassing traditional outlets and going straight to your social media followers with a barrage of media-rich content is gaining in its ability to better influence, build brand, and draw leads. At the end of the day, authenticity still rules and the core question is: what method best delivers authenticity for your brand in today's landscape? The answer may not involve as much PR as we once assumed.

About Misadventures In Marketing

Listen: https://mim.captivate.fm/

Facebook: https://www.facebook.com/AMASanFrancisco/

X: https://x.com/AMASanFrancisco

Instagram: https://www.instagram.com/amasanfrancisco

LinkedIn: https://www.linkedin.com/company/amasf/

Hosts: Peter Farago and Steve Haney

Marketing: Ian Robinson-Lambert

Editing: Lorenzo Fernandez-Kopec, Marisa Gabriela Ramos (Peakbound Studios), and Brian Douglas

Consulting Producer: JulieAnn Bornales

Content Producer: Rinita Datta

We'd also like to thank our sponsor Workbox for their support of Misadventures in Marketing.

Winning the AI Content Wars

Tue, 11 Nov 2025 09:00:00 -0700

Welcome to Season 2, Episode 7 of Misadventures in Marketing: Winning the AI Content Wars. In this episode, hosts Peter Farago and Steve Haney discuss the challenges and strategies of content creation in a market flooded with AI-generated content; i.e. AI slop. In a sense, we realize marketing teams have to fight fire with fire and use the AI tools we have at our disposal to increase our content marketing output. But if you don’t “top up” the quality of that content with a human touch, it is not going to stand out and resonate with prospects. Additionally, it is this human connection that builds trust in the brand, and therefore in the marketplace. All this being said, as marketers we still face a tsunami of noise as we put our content out into the internet. The keys are authenticity, consistency, and human curation.

About Misadventures In Marketing

Listen: https://mim.captivate.fm/

Facebook: https://www.facebook.com/AMASanFrancisco/

X: https://x.com/AMASanFrancisco

Instagram: https://www.instagram.com/amasanfrancisco

LinkedIn: https://www.linkedin.com/company/amasf/

Hosts: Peter Farago and Steve Haney

Marketing: Ian Robinson-Lambert

Editing: Lorenzo Fernandez-Kopec, Marisa Gabriela Ramos (Peakbound Studios), and Brian Douglas

Consulting Producer: JulieAnn Bornales

Content Producer: Rinita Datta

We'd also like to thank our sponsor Workbox for their support of Misadventures in Marketing.

Board Tales: How to Win the Room

Tue, 04 Nov 2025 09:00:00 -0700

Welcome to Season 2, Episode 6 of Misadventures in Marketing: Board Tales: How to Win the Room.

In this episode, hosts Peter Farago and Steve Haney delve into how CMO’s should approach meetings with the Board of Directors. Marketing execs get a small amount of time at board meetings to show what they're doing, exhibit progress, communicate blockers or issues in the marketing function, and do it all clearly, concisely and quickly. We dive into our philosophies around transparency, alignment, and building relationships with board members. We discuss our best practices for board dynamics and the significance of presenting data-driven insights to foster trust and collaboration. We outline how we make sure our message aligns with everything the Sales execs present and build trust with the board that the entire GTM function is in sync and aligned. Board presentations can be a precarious ride for CMOs, but sticking to basics and direct communications ensure successful outcomes everytime.

About Misadventures In Marketing

Listen: https://mim.captivate.fm/

Facebook: https://www.facebook.com/AMASanFrancisco/

X: https://x.com/AMASanFrancisco

Instagram: https://www.instagram.com/amasanfrancisco

LinkedIn: https://www.linkedin.com/company/amasf/

Hosts: Peter Farago and Steve Haney

Marketing: Ian Robinson-Lambert

Editing: Lorenzo Fernandez-Kopec, Marisa Gabriela Ramos (Peakbound Studios), and Brian Douglas

Consulting Producer: JulieAnn Bornales

Content Producer: Rinita Datta

We'd also like to thank our sponsor Workbox for their support of Misadventures in Marketing.

Mind the Gap!

Sun, 02 Nov 2025 09:00:00 -0700

Welcome to Season 2, Episode 5 of Misadventures in Marketing: Mind the Gap! In this episode, hosts Peter Farago and Steve Haney delve into the critical aspects of lead generation and the sales pipeline, emphasizing the importance of aligning marketing and sales efforts so leads don’t fall through the gap between MQL and SQL. This is a more knuckled down conversation than we’ve had in the past around brand vs. demand, long term vs. short term actions, and how marketing executives need to balance both vis a vis the Sales motions. We discuss the challenges of nurturing leads, the significance of lead scoring, and the necessity of building long-term relationships with customers rather than focusing solely on transactions. We also explore how AI can enhance cohesive go-to-market strategies that integrate both brand and demand generation efforts.

About Misadventures In Marketing

Listen: https://mim.captivate.fm/

Facebook: https://www.facebook.com/AMASanFrancisco/

X: https://x.com/AMASanFrancisco

Instagram: https://www.instagram.com/amasanfrancisco

LinkedIn: https://www.linkedin.com/company/amasf/

Hosts: Peter Farago and Steve Haney

Marketing: Ian Robinson-Lambert

Editing: Lorenzo Fernandez-Kopec, Marisa Gabriela Ramos (Peakbound Studios), and Brian Douglas

Consulting Producer: JulieAnn Bornales

Content Producer: Rinita Datta

We'd also like to thank our sponsor Workbox for their support of Misadventures in Marketing.

Everyone Has a Plan Until...

Tue, 30 Sep 2025 11:15:00 -0700

Welcome to Season 2, Episode 4 of Misadventures in Marketing! In this episode of Misadventures in Marketing, hosts Peter Farago and Steve Haney explore how the best laid marketing plans of mice and men and women often go awry. Or as the American boxer Mike Tyson puts it: Everyone has a plan until they get punched in the mouth!

As marketing professionals in the rapidly changing world of technology, we think, we strategize, we produce launch plans, we create elegant messaging for our audiences, etc. We create our beautiful, perfect marketing plan for the year (or even just the quarter!) then the world blows up when a competitor launches a new product, the political landscape changes, a partner pulls out, or, even more dramatically, a whole new technology like generative AI turns the entire industry on its ear.

Today’s tech business environment requires constantly agile marketing techniques to keep up with the rapidly shifting landscape. Walking into the boxing ring having full knowledge of the landscape means little when that punch in the mouth sends your marketing plan flying back on its heels. Join Peter and Steve as they discuss the many metaphorical punches to the marketing mouth they have had to endure, how they recovered from them, and how to plan in a tech world that is transforming faster than ever.

About Misadventures In Marketing

Listen: https://mim.captivate.fm/

Facebook: https://www.facebook.com/AMASanFrancisco/

X: https://x.com/AMASanFrancisco

Instagram: https://www.instagram.com/amasanfrancisco

LinkedIn: https://www.linkedin.com/company/amasf/

Hosts: Peter Farago and Steve Haney

Marketing: Ian Robinson-Lambert

Editing: Lorenzo Fernandez-Kopec, Marisa Gabriela Ramos (Peakbound Studios), and Brian Douglas

Consulting Producer: JulieAnn Bornales

Content Producer: Rinita Data

We'd also like to thank our sponsor Workbox for their support of Misadventures in Marketing.

#startups, #hightech, #misadventuresinmarketing, #MiM, #marketing, #technologystartups, #SiliconValley, #CMO, #marketingstrategy, #innovation, #casestudies, #businesschallenges, #leadership, #companyculture, #techgiants, #CMO, #AMA, #SiliconValley, #everyhasaplanuntiltheygetpunchedinthemouth, #agilemarketing, #startups, #go-to-marketstrategy, #genAI, #leadership, #competition, #teamdynamics, #innovation, #businessstrategy

Nets vs. Spears in the Age of LLMs

Tue, 16 Sep 2025 15:30:00 -0700

Welcome to Season 2, Episode 3 of Misadventures in Marketing! This week, hosts Peter Farago and Steve Haney discuss the age old topic of Nets vs. Spears, but with a twist involving the new world of LLMs. How should an early or middle-stage tech start-up approach their lead gen investment versus their ABM investment when the AI bot scrappers are thrown into the mix? Where do you focus, what content do you produce? How do you ensure your content ends up in the AI search summaries that search engines are now producing? And that the buying executives at your ABM target list are receiving it? How do you judge the importance of balancing brand awareness with performance marketing, and the necessity of high-quality content in engaging modern B2B buyers? Peter and Steve also discuss the metrics that matter in this new marketing environment and how tech companies can effectively measure success amidst the rapid-fire changes that AI dynamics have brought to the table.

About Misadventures In Marketing

Listen: https://mim.captivate.fm/

Facebook: https://www.facebook.com/AMASanFrancisco/

X: https://x.com/AMASanFrancisco

Instagram: https://www.instagram.com/amasanfrancisco

LinkedIn: https://www.linkedin.com/company/amasf/

Hosts: Peter Farago and Steve Haney

Marketing: Ian Robinson-Lambert

Editing: Lorenzo Fernandez-Kopec, Marisa Gabriela Ramos (Peakbound Studios), and Brian Douglas

Consulting Producer: JulieAnn Bornales

Content Producer: Rinita Data

We'd also like to thank our sponsor Workbox for their support of Misadventures in Marketing.

#startups, #hightech, #misadventuresinmarketing, #MiM, #marketing, #technologystartups, #SiliconValley, #CMO, #marketingstrategy, #innovation, #casestudies, #businesschallenges, #leadership, #companyculture, #techgiants, #CMO, #AMA, #SiliconValley, #B2Bmarketing, #AIimpact, #brandawareness, #productmessaging, #marketingmetrics, #digitalmarketing, #customerjourney, #earlystagestartups, #marketingstrategies, #contentmarketing, #ABM, #netsvsspears

Will the AI Remember You?

Tue, 16 Sep 2025 13:45:00 -0700

Welcome to Season 2, Episode 2 of Misadventures in Marketing! This week, hosts Steve Haney and Peter Farago discuss the tectonic shift from traditional SEO to Generative Engine Optimization (GEO). They explore how consumer behavior is changing in the age of AI, the importance of content strategy, and the need for marketers to adapt to new metrics and marketing channels. Traditional search traffic is cratering, and now the goal is to get your company or product mentioned in the AI summaries that search engines are now producing for end-users searching for answers, not just 10 blue links. We explore the significance of creating high-quality, authoritative content that meets the needs of consumers seeking comprehensive answers. As AI continues to reshape the marketing landscape, the necessity for brands to remain discoverable online will be a challenge for the foreseeable future.

About Misadventures In Marketing

Listen: https://mim.captivate.fm/

Facebook: https://www.facebook.com/AMASanFrancisco/

X: https://x.com/AMASanFrancisco

Instagram: https://www.instagram.com/amasanfrancisco

LinkedIn: https://www.linkedin.com/company/amasf/

Hosts: Peter Farago and Steve Haney

Marketing: Ian Robinson-Lambert

Editing: Lorenzo Fernandez-Kopec, Marisa Gabriela Ramos (Peakbound Studios), and Brian Douglas

Consulting Producer: JulieAnn Bornales

Content Producer: Rinita Data

We'd also like to thank our sponsor Workbox for their support of Misadventures in Marketing.

How We AI

Tue, 19 Aug 2025 09:00:00 -0700

We’re back! It’s Season 2 Ep 1 of Misadventures in Marketing! In this episode of Misadventures in Marketing, hosts Peter Farago and Steve Haney discuss their own use of AI tools in how they market. Peter’s go-to chatbot is ChatGPT; Steve’s is Gemini. They explore the recent, rapid-fire developments in AI technology, the implications for job displacement, and the importance of context when using AI. Peter loves using ChatGPT as a thought partner. Steve likes using Gemini to analyze large spreadsheets to get a better understanding on marketing budget spend and trends in the data he may have missed. Both agree that these tools make them much more productive and are downright transformative under certain circumstances. Agentic AI’s are up next, and have the opportunity to make one person as productive as ten. All this being said, the human spark of anticipating what’s next still can’t be replaced. AI’s, by definition, predict based on looking back. Humans make decisions by looking forward. Good marketing needs the creative human element to produce the best work and succeed.

About Misadventures In Marketing

The American Marketing Association San Francisco Chapter presents Misadventures in Marketing, a podcast about high tech marketing in Silicon Valley, focusing primarily on marketing challenges in early stage technology startups. Hosts Peter Farago, a career high tech marketer and Steve Haney, a fractional CMO, chat weekly about marketing practices in high tech, the latest martech product news, their experiences from the front lines, and interviews with their CMO friends and marketing colleagues.

Listen: https://mim.captivate.fm/

Facebook: https://www.facebook.com/AMASanFrancisco/

X: https://x.com/AMASanFrancisco

Instagram: https://www.instagram.com/amasanfrancisco

LinkedIn: https://www.linkedin.com/company/amasf/

Hosts: Peter Farago and Steve Haney

Marketing: Ian Robinson-Lambert

Editing: Lorenzo Fernandez-Kopec, Marisa Gabriela Ramos (Peakbound Studios), and Brian Douglas

Consulting Producer: JulieAnn Bornales

Content Producer: Rinita Data

We'd also like to thank our sponsor Workbox for their support of Misadventures in Marketing.

Misadventures in Marketing Presents: Pressing Matters S3 Ep10; Annie Saunders: A Journey Through Tech Journalism

Fri, 08 Aug 2025 09:00:00 -0700

While on summer break, we came across a conversation we thought you'd find valuable and we didn't want to wait to share it.

It’s a recent episode of Pressing Matters from Big Valley Marketing – a podcast featuring conversations with top B2B tech media professionals. They've had on guests like Jon Fortt from CNBC, Don Clark from The New York Times, and Harry McCracken from Fast Company.

The episode we're sharing features host Dave Reddy talking with Annie Saunders from Tech Brew. Annie covers AI, transportation tech, and climate tech – areas where we know many of you are trying to break through the noise. She gives a thoughtful perspective on AI in journalism, discussing both the opportunities and the challenges.

We hope this conversation will offer a perspective on tech media that will help you be more effective in your own media relations and content strategies. And if you want to learn more about Big Valley Marketing, just visit www.bigvalley.co.

So here's Dave Reddy and Annie Saunders on AI. Peter and I will be back soon with new episodes of Misadventures in Marketing! Enjoy!

#TechJournalism #AI #ClimateTech #MediaInsights #marketing #CMO #AMA #SiliconValley #start-ups, #high tech, #misadventures in marketing, #MiM, #marketing, #technology startups, #Silicon Valley, #CMO, #marketing strategy, #innovation, #case studies, #business challenges, #leadership, #company culture, #tech giants

About Misadventures In Marketing:

The American Marketing Association San Francisco Chapter presents Misadventures in Marketing, a podcast about high tech marketing in Silicon Valley, focusing primarily on marketing challenges in early stage technology startups. Hosts Peter Farago, a career high tech marketer and Steve Haney, a fractional CMO, chat weekly about marketing practices in high tech, the latest martech product news, their experiences from the front lines and interviews with their CMO friends and marketing colleagues.

Listen: https://mim.captivate.fm/

Facebook: https://www.facebook.com/AMASanFrancisco/

X: https://x.com/AMASanFrancisco

Instagram: https://www.instagram.com/amasanfrancisco

LinkedIn: https://www.linkedin.com/company/amasf/

Hosts: Peter Farago and Steve Haney

Social Media Marketing: Ian Robinson Lambert

Editing: Lorenzo Fernandez-Kopec (Peakbound Studios), Marisa Gabriela Ramos

Production: JulieAnn Bornales

That's Entertainment: The State of Music Industry Marketing

Mon, 16 Jun 2025 16:30:00 -0700

It’s Episode 15 of Misadventures in Marketing, our Season 1 finale! And there was no better way to wrap up the first leg of our journey than interviewing music industry big shot Julianne Bornales. As an 18 year veteran of the industry at Warner Music Group, JulieAnn has marketed through one of the most breathtaking eras in the music industry. Throughout that time, she had to traverse multiple digital transformations, not only regarding how her products were being distributed (from discs, to downloads, to streaming, to online video, to social media networks), but in how she had to ride those wild waves to market and promote them, ensuring that everyone was able to make money along the way. Wow!

We discussed the evolution of music marketing, the impact of digital transformation, and the changing role of major labels. Julianne shares her industry experiences, highlighting the importance of discoverability, audience engagement, and the need for artists to be marketed as brands. We also touched on the significance of human connection in music marketing and the challenge of adapting different strategies for different artists. We dived into the influence of social media and the creator economy, the K-pop model of artist development, the implications of AI in music creation, and the challenges artists face navigating their careers. As two tech-heads we loved this discussion. We got a greater appreciation as to how marketing executives in wildly different industries outside of tech approach our common profession.

About Misadventures In Marketing

The American Marketing Association San Francisco Chapter presents Misadventures in Marketing, a podcast about high tech marketing in Silicon Valley, focusing primarily on marketing challenges in early stage technology startups. Hosts Peter Farago, a career high tech marketer and Steve Haney, a fractional CMO, chat weekly about marketing practices in high tech, the latest martech product news, their experiences from the front lines, and interviews with their CMO friends and marketing colleagues.

Listen: https://mim.captivate.fm/

Facebook: https://www.facebook.com/AMASanFrancisco/

X: https://x.com/AMASanFrancisco

Instagram: https://www.instagram.com/amasanfrancisco

LinkedIn: https://www.linkedin.com/company/amasf/

Hosts: Peter Farago and Steve Haney

Marketing: Ian Robinson-Lambert

Editing: Lorenzo Fernandez-Kopec, Marisa Gabriela Ramos (Peakbound Studios)

Consulting Producer: JulieAnn Bornales

#startups, #hightech, #misadventuresinmarketing, #MiM, #marketing, #technologystartups, #SiliconValley, #CMO, #marketingstrategy, #innovation, #casestudies, #businesschallenges, #leadership, #companyculture, #techgiants, #CMO, #AMA, #SiliconValley, #musicmarketing, #digitaltransformation, #artistbranding, #discoverability, #majorlabels, #socialmedia, #distribution, #audienceengagement, #musicindustrytrends, #marketingstrategies, #musicmarketing, #creatoreconomy, #K-pop, #AImusic, #artistindependence, #socialmediainfluence, #audienceengagement, #digitaldisruption, #musicdistribution, #authenticity

Short-term Wins, Long-term Losses

Sun, 08 Jun 2025 22:00:00 -0700

In Episode 14 of Misadventures in Marketing, your inquisitive hosts Peter Farago and Steve Haney discuss the ongoing tension between investing in short-term versus long-term marketing activities. They explore the tensions marketing leaders face in balancing immediate lead generation demands with the need for sustainable brand activities that grow the business long term. Studies have shown that companies that invest in longer term brand marketing programs consistently hit their sales goals, but that practice often gets pushed aside in the reality on the ground in the fog of war. We also talk about the pressures of delivering quick results while also investing in long-term strategies that contribute to overall brand health and market presence. The necessity of thought leadership and brand positioning are often sacrificed when there is no immediate evidence to prove their worth to the CEO or Board. Content marketing, the pitfalls of over-reliance on data (McNamara’s Fallacy), and the cognitive response model's relevance in shaping brand perception are critical, but often shoved aside. Determining the “delicate balance” of brand versus performance has never been harder for early-stage start-up CMO’s.

About Misadventures In Marketing

The American Marketing Association San Francisco Chapter presents Misadventures in Marketing, a podcast about high tech marketing in Silicon Valley, focusing primarily on marketing challenges in early stage technology startups. Hosts Peter Farago, a career high tech marketer and Steve Haney, a fractional CMO, chat weekly about marketing practices in high tech, the latest martech product news, their experiences from the front lines, and interviews with their CMO friends and marketing colleagues.

Listen: https://mim.captivate.fm/

Facebook: https://www.facebook.com/AMASanFrancisco/

X: https://x.com/AMASanFrancisco

Instagram: https://www.instagram.com/amasanfrancisco

LinkedIn: https://www.linkedin.com/company/amasf/

Hosts: Peter Farago and Steve Haney

Marketing: Ian Robinson-Lambert

Editing: Lorenzo Fernandez-Kopec, Marisa Gabriela Ramos (Peakbound Studios)

Consulting Producer: JulieAnn Bornales

The Funnel is Not a Straight Line

Tue, 27 May 2025 09:00:00 -0700

In Episode 13 of Misadventures in Marketing, your noble hosts Peter Farago and Steve Haney delve into the intricacies of lead funnels, particularly in the context of B2B SaaS and technology startups. We discuss the customer journey, the importance of understanding decision-making processes, how you determine the stages of the lead funnel, how to define an MQL, when a lead becomes an MQL, and why an angel gets its wings when Sales turns an MQL into an SQL. The conversation also touches on aligning sales and marketing, the challenges faced in funnel analysis, and real-world examples of successful funnel strategies. We also talk about conversion rates, or speeds, between each stage, and how to determine what factors could be backing up leads at a certain stage of the funnel.

About Misadventures In Marketing

The American Marketing Association San Francisco Chapter presents Misadventures in Marketing, a podcast about high tech marketing in Silicon Valley, focusing primarily on marketing challenges in early stage technology startups. Hosts Peter Farago, a career high tech marketer and Steve Haney, a fractional CMO, chat weekly about marketing practices in high tech, the latest martech product news, their experiences from the front lines, and interviews with their CMO friends and marketing colleagues.

Listen: https://mim.captivate.fm/

Facebook: https://www.facebook.com/AMASanFrancisco/

X: https://x.com/AMASanFrancisco

Instagram: https://www.instagram.com/amasanfrancisco

LinkedIn: https://www.linkedin.com/company/amasf/

Hosts: Peter Farago and Steve Haney

Marketing: Ian Robinson-Lambert

Editing: Lorenzo Fernandez-Kopec, Marisa Gabriela Ramos (Peakbound Studios)

Consulting Producer: JulieAnn Bornales

#startups, #hightech, #misadventuresinmarketing, #MiM, #marketing, #technologystartups, #SiliconValley, #CMO, #marketingstrategy, #innovation, #casestudies, #businesschallenges, #leadership, #companyculture, #techgiants, #CMO, #AMA, #SiliconValley, #leadfunnels, #customerjourney, #B2BSaaS, #marketingstrategies, #AIDAmodel, #productledgrowth, #marketingqualifiedleads, #salesprocess, #funnelanalysis, #high-techmarketing, #leadfunnel, #MQL, #salesalignment, #B2Bmarketing, #customerjourney, #salesprocess, #demandgeneration, #funneloptimization, #marketingstrategy, #salesqualifiedleads, #SQL, #TOFU

When the Magic's Gone

Tue, 20 May 2025 13:00:00 -0700

We’ve made it to Episode 12 of Misadventures in Marketing, the tech marketing podcast that not only tastes great, but fills your mind with tech marketing’s most provocative issues. Take, for example, this episode in which hosts Peter Farago and Steve Haney delve into the challenges of marketing products that haven’t quite found product-market fit. We discuss the concept of 'magical thinking' in tech startups, where CEO founders may believe that their Marketing team can compensate for a product’s deficiencies. We dive into understanding market needs, the role of marketing in addressing product issues, and the necessity of aligning product offerings with customer demands. Peter brilliantly cites the old adage “marketing can accelerate the truth about a product, but can’t manufacture it”.

How does a head of marketing navigate pushback from leadership, build alliances with the rest of management, and empathize with the pressures faced by CEOs when a start-up ends up in this unfortunate situation? Marketing needs to know how to bring relevant data to the table, ask the right questions, and confront worldviews in the company that are not conducive to success.

About Misadventures In Marketing:

The American Marketing Association San Francisco Chapter presents Misadventures in Marketing, a podcast about high tech marketing in Silicon Valley, focusing primarily on marketing challenges in early stage technology startups. Hosts Peter Farago, a career high tech marketer and Steve Haney, a fractional CMO, chat weekly about marketing practices in high tech, the latest martech product news, their experiences from the front lines, and interviews with their CMO friends and marketing colleagues.

Listen: https://mim.captivate.fm/

Facebook: https://www.facebook.com/AMASanFrancisco/

X: https://x.com/AMASanFrancisco

Instagram: https://www.instagram.com/amasanfrancisco

LinkedIn: https://www.linkedin.com/company/amasf/

Hosts: Peter Farago and Steve Haney

Marketing: Ian Robinson-Lambert

Editing: Lorenzo Fernandez-Kopec, Marisa Gabriela Ramos (Peakbound Studios)

Consulting Producer: JulieAnn Bornales

#start-ups, #hightech, #misadventuresinmarketing, #MiM, #marketing, #technologystartups, #SiliconValley, #CMO, #marketingstrategy, #innovation, #casestudies, #businesschallenges, #leadership, #companyculture, #techgiants, #CMO, #AMA, #SiliconValley, #marketing, #startups, #productmarketfit, #magicalthinking, #techindustry, #marketingchallenges, #foundervision, #marketingstrategy, #productissues, #marketinginsights, #marketing, #productmanagement, #data-driven, #pushback, #diplomacy, #productreadiness, #matrixmanagement, #alliances, #CEOpressure, #askingquestions

Name That (Tech Marketing) Acronym!

Wed, 14 May 2025 09:00:00 -0700

In this, the 11th episode of Misadventures in Marketing, hosts Peter Farago & Steve Haney proudly present the first game show edition of Misadventures in Marketing. Steve quizzes Peter on the myriad acronyms in tech marketing (which, oddly, are almost all three letters). Peter gets extra points for accurately defining the term that the acronym represents. Suffice it to say, our brilliant co-host wins fabulous prizes for his efforts. Okay, no prizes, but definitely the admiration of his colleagues for his stunning performance.

So if you’re curious about tech marketing terms like PPC, CTR, SERP, SEO, LTV, and CAC, come on down! This podcast is the one for you. Caught in the pedagogic crossfire are concepts like B2B vs. B2C marketing dynamics, B2B2C marketing strategy, marketing automation systems, go-to-market strategies, data regulations on online advertising, and the intersection of product marketing and product management.

About Misadventures In Marketing:

Listen: https://mim.captivate.fm/

Facebook: https://www.facebook.com/AMASanFrancisco/

X: https://x.com/AMASanFrancisco

Instagram: https://www.instagram.com/amasanfrancisco

Hosts: Peter Farago and Steve Haney

Marketing: Ian Robinson-Lambert

Editing: Lorenzo Fernandez-Kopec, Marisa Gabriela Ramos (Peakbound Studios)

Consulting Producer: JulieAnn Bornales

And The Winner Is...

Tue, 06 May 2025 09:00:00 -0700

In this, the 10th episode of Misadventures in Marketing, Peter Farago and Steve Haney welcome Melissa Grimshaw-Vargas to the podcast. Melissa heads up Launchwise, a brand consulting practice in San Francisco that conducts brand launches and leads in-house executive brand initiatives for both consumer and B2B companies. She’s also VP of Partnerships for the American Marketing Association San Francisco chapter.

The trio discusses awards as part of a company’s marketing strategy. They explore how awards can enhance credibility, build brand recognition, and serve as a validation tool for businesses, especially startups who don’t have the financial stability or track record of established firms. The hosts also share personal anecdotes and insights on the strategic value of applying for awards and how they can drive revenue generation. There is also the benefit of winning awards for internal team morale and recruitment.

We are excited to announce the re-launch of the Excellence in Marketing Awards, presented by AMA San Francisco chapter! We discuss the historical context of this storied San Francisco marketing event and notable past winners and their iconic advertising campaigns, like Levi's and Old Navy. Applications are being accepted now and we encourage all comers to submit their entries at: https://www.amasf.org/eima/

About Misadventures In Marketing:

The American Marketing Association San Francisco Chapter presents Misadventures in Marketing, a podcast about high tech marketing in Silicon Valley, focusing primarily on marketing challenges in early stage technology startups. Hosts Peter Farago, a career high tech marketer and Steve Haney, a fractional CMO, chat weekly about marketing practices in high tech, the latest martech product news, their experiences from the front lines and interviews with their CMO friends and marketing colleagues.

Listen: https://mim.captivate.fm/

Facebook: https://www.facebook.com/AMASanFrancisco/

X: https://x.com/AMASanFrancisco

Instagram: https://www.instagram.com/amasanfrancisco

Hosts: Peter Farago and Steve Haney

Marketing: Ian Robinson Lambert

Editing: Lorenzo Fernandez-Kopec, Marisa Gabriela Ramos (Peakbound Studios)

Production: JulieAnn Bornales

Reference Customers: The Real Growth Hack

Thu, 01 May 2025 09:00:00 -0700

In this, the 9th episode of Misadventures in Marketing, Peter Farago and Steve Haney discuss the role of reference customers in B2B tech marketing, emphasizing the importance of how they can help prospects build trust and credibility in a new start-up. They explore the nuances of corporate culture, the challenges of creating effective case studies, and the dynamics of sales relationships when it comes to Marketing interfacing with their accounts. The conversation highlights the significance of customer advocacy and emphasizes the role of empathy in customer relationships to create meaningful customer stories. While the nature of reference customer engagements continues to rapidly evolve, they continue to be necessary and vital to drive revenue growth in technology startups. Start-ups just need to foster genuine connections with their reference customers that go beyond transactional interactions.

About Misadventures In Marketing:

The American Marketing Association San Francisco Chapter presents Misadventures in Marketing, a podcast about high tech marketing in Silicon Valley, focusing primarily on marketing challenges in early stage technology startups. Hosts Peter Farago, a career high tech marketer and Steve Haney, a fractional CMO, chat weekly about marketing practices in high tech, the latest martech product news, their experiences from the front lines and interviews with their CMO friends and marketing colleagues.

Listen: https://mim.captivate.fm/

Facebook: https://www.facebook.com/AMASanFrancisco/

X: https://x.com/AMASanFrancisco

Instagram: https://www.instagram.com/amasanfrancisco

Hosts: Peter Farago and Steve Haney

Social Media Marketing: Ian Robinson Lambert

Editing: Lorenzo Fernandez-Kopec (Peakbound Studios), Marisa Gabriela Ramos

Production: JulieAnn Bornales

#start-ups, #high tech, #misadventures in marketing, #MiM, #marketing, #technology startups, #Silicon Valley, #CMO, #marketing strategy, #innovation, #case studies, #business challenges, #leadership, #company culture, #tech giants, #marketing, #corporate culture, #reference customers, #case studies, #trust building, #B2B marketing, #customer advocacy, #sales relationships, #technology startups, #customer success, #technical sales, #customer relationships, #empathy, #marketing, #trust, #executive visibility, #customer stories, #reference customers, #technology, #B2B

Talking the Talk

Thu, 24 Apr 2025 09:00:00 -0700

In this, the 8th episode of the Misadventures in Marketing podcast, Peter Farago and Steve Haney discuss how they have used public relations (PR) in their high-tech marketing mix. They explore the evolution of PR strategies, the importance of understanding earned, paid, and owned media, and the current challenges of making this demand generation channel worth it in today’s world of coporate-driven social media. The conversation emphasizes the significance of newsworthiness, the role of close press relationships in PR success, and the necessity for companies to create their own content. There is also the internal challenge of selling PR to management, why have press releases any more, and the role of PR agencies. They also share personal anecdotes about the challenges of building relationships with reporters and the lessons learned from PR missteps, emphasizing that while PR is a long game, it remains a vital component of brand building and communication.

#public relations, #PR strategies, #earned media, #paid media, #owned media, #newsworthiness, #social media impact, #content creation, #marketing strategies, #media relationships, #PR, #press releases, #media relations, #analyst relations, #public relations strategy, #agency collaboration, #brand building, #communication strategies, #media coverage, #relationship management, #start-ups, #hightech, #misadventuresinmarketing, #MiM, #marketing, #technologystartups, #SiliconValley, #CMO, #marketingstrategy, #innovation, #casestudies, #businesschallenges, #leadership, #companyculture, #techgiants, #CMO, #AMA, #SiliconValley

A Click Measuring Contest

Tue, 15 Apr 2025 09:00:00 -0700

In this Episode 7 of the Misadventures in Marketing podcast, hosts Peter Farago and Steve Haney delve into the complexities of marketing metrics, discussing their importance, challenges, and the balance between data-driven decision-making and creative intuition. They explore various metrics, the significance of trends over time, and the necessity of accurate measurement in both startups and established companies. The conversation emphasizes the need for effective analytics tools and dashboards to streamline marketing efforts and improve decision-making processes. They tackle the challenges of narrowing down key metrics, the political dynamics of presenting data to various stakeholders, and the intricacies of measuring marketing funnels. The conversation also touches on the significance of trust in metrics and how you build that into your measurements tools and processes up front.

Serving Yourself with Self-serve Products

Tue, 08 Apr 2025 09:00:00 -0700

In this, the 6th episode of Misadventures in Marketing, hosts Peter Farago and Steve Haney discuss the sales motion called Product-Led Growth (PLG). Why is this business function in Marketing? What are the differences between sales-led and product-led motions? What role do your pricing strategies play in a successful PLG motion? And what factors determine whether a software start-up should adopt a PLG model at all? Customer journeys, segment-based marketing, accurate metrics, and brand all play a part in making this SaaS-based approach to customer acquisition successful.

If You Cut an AI, Does It Bleed?

Wed, 02 Apr 2025 09:00:00 -0700

In Episode 5 of Misadventures in Marketing, hosts Steve Haney and Peter Farago explore the intersection of AI and high tech marketing, drawing parallels with historical technological shifts. They discuss the implications of AI automating marketing tasks, and the importance of maintaining a human touch in B2B marketing decisions. They emphasize the importance of data quality, human oversight, and the balance between automation and creativity. They discuss the challenges organizations face in adopting new technologies and the necessity for marketing leaders to embrace innovation while maintaining authenticity in their messaging. The dialogue highlights the ongoing tension between AI capabilities and the irreplaceable human touch in crafting compelling marketing strategies.

Are You Getting the Message?

Wed, 26 Mar 2025 22:00:00 -0700

In this the 4th episode of Misadventures in Marketing, hosts Steve Haney and Peter Farago dive into the fun-filled world of corporate messaging, start-up style. They discuss the importance of creating a messaging house, understanding customer pain points, and the iterative nature of the process. The conversation highlights the significance of crafting compelling messaging that resonates with customers’ worries and pain points, focusing on three core pillars, and the role of repetition in delivery. Corporate messaging, product positioning, and visual identity all play a role in defining even an early-stage tech company’s success.

The Web We Weave

Tue, 18 Mar 2025 09:00:00 -0700

In this 3rd episode of the Misadventures in Marketing podcast, hosts Peter Farago and Steve Haney talk about the weather, Peter starts a new job, and then we dive into the head of marketing's time-worn tradition of revising the website. They share insights on how to propose and get the green light on revising the website. They discuss the challenges and strategies around redesigns, appearing credible to site visitors, and effective content strategies. The conversation also touches on the significance of A/B testing and optimization strategies to enhance brand and lead capture. They also touch on the context of all the new AI tools and how that affects B2B strategies vis a vis the website. They explore the importance of human connection in sales, the customer journey, and the role of marketing automation. The discussion also touches on the challenges of selling marketing strategies to technical teams, the significance of product quality, and the need for effective budgeting in startups.

A Beautiful Friendship

Tue, 11 Mar 2025 09:00:00 -0700

In this 2nd episode of Misadventures in Marketing, hosts Peter Farago and Steve Haney discuss Peter’s superhero origin story, his roots in the Bay Area, and Steve’s affinity for Peet’s Coffee. Then they delve into the intricate relationship between sales and marketing teams, and where they strongly disagree on how that relationship should work. It’s not a knock-down-drag-out struggle to the death, but their respective views on collaboration dynamics, the balance between revenue and profitability goals, and the importance of aligning marketing strategies with sales objectives are, shall we say, different. They explore the challenges of evaluating and selling long term marketing goals within a company and emphasize the need for a holistic approach to achieving sustainable business growth. The discussion also highlights the significance of measuring marketing impact and the need for open communication to foster a healthy relationship with the sales organization.

You Got the CMO Job. Now What?

Wed, 05 Mar 2025 12:30:00 -0700

In this episode of Misadventures in Marketing, hosts Peter Farago and Steve Haney explore the intricacies of starting a new CMO role, particularly within technology startups. They discuss the importance of understanding company dynamics, building trust, and the balance between strategic thinking and relationship building. Through personal anecdotes and case studies, they highlight the challenges faced in legacy companies and the need for innovation. The conversation emphasizes the significance of adapting to company culture while driving growth and change. They explore the importance of leadership, company culture, and adaptability in navigating these challenges. The discussion also emphasizes the significance of personal growth, the balance between learning and earning, and the need for a proactive approach in professional settings. Through examples from major tech companies, they highlight the lessons learned from both successes and failures in their careers.

Misadventures in Marketing Trailer

Mon, 24 Feb 2025 11:30:00 -0700

Misadventures in Marketing is a new podcast from the American Marketing Association San Francisco chapter. Every week, Silicon Valley marketing executives Peter Farago and Steve Haney will explore current topics in technology marketing, their own experiences running marketing and GTM organizations in tech, and hopefully impart some wisdom to their listeners along the way.