Briana Palma is proof that small teams can win in enterprise marketing. She came into B2B by accident, with a background rooted in content and editorial work for consumer brands, before spotting an opportunity to build a true B2B engine at We Are Rosie. What started as leading content evolved into shaping how a lean team drives demand, brand, and growth for enterprise clients.

In this episode of B2B Marketing Unlocked, Briana joins host Jony Mansilla to break down how small teams win enterprise marketing. She shares how We Are Rosie structures a flexible, high performing marketing team, how brand and referrals fuel enterprise growth, and why focus matters more than being everywhere. Briana also explains how her team balances organic and paid strategies, experiments with gated content, and launched a successful rebrand without losing momentum.

What You’ll Learn:

• How Briana transitioned into B2B marketing and built an enterprise engine

• How small teams can compete for enterprise clients

• Why brand and referrals matter more than tactics alone

• How to balance organic content with paid media

• How to think about gated versus ungated lead magnets

Briana Palma is the Head of Marketing at We Are Rosie, where she leads brand and demand efforts for a company helping enterprise marketing teams build flexible, high performing teams. She focuses on building strong brands, driving inbound growth, and helping small marketing teams operate with clarity and impact.

This podcast is brought to you by Jony Studios, where we help B2B brands turn conversations into content systems that build trust, generate pipeline, and attract ideal customers. Learn more at https://jonystudios.com

Highlights:

• [00:00] Introduction to B2B Marketing Unlocked

• [00:32] Briana Palma’s journey into B2B marketing

• [03:57] Building a small but mighty marketing team

• [05:44] Targeting enterprise brands and navigating bureaucracy

• [07:03] Strategies for landing enterprise clients

• [09:22] Leveraging HubSpot for marketing success

• [11:09] Balancing organic and paid marketing strategies

• [14:43] Lead magnets: gated vs ungated content

• [17:55] The rebranding campaign as a case study

• [23:01] Challenges in modern marketing

• [28:52] Quick fire round: resources and influences

Episode Resources:

• Briana Palma on LinkedIn

• We Are Rosie Website

• Jony Mansilla on LinkedIn

• Jony Studios Website

Got a question, idea, or marketing challenge you want unlocked on the show? Leave a voice message at B2B Marketing Unlocked.

We would love your feedback. Take our 30-second listener questionnaire:

https://forms.gle/j4jKQwkuBzgatLQz5

Your input helps shape future episodes and keeps the show focused on the marketing topics you care about most.

Sunayana Vatassery built her career in sales, spending more than 15 years close to customers and the reality of what drives buying decisions. That background gave her a strong foundation for B2B marketing because she understands how different personas think, what they care about, and what gets in the way.

In this episode of B2B Marketing Unlocked, Sunayana joins host Jony Mansilla to share how she is cutting through AI noise as Director of Marketing at Gremlin. She explains what Gremlin does in the chaos engineering and reliability space, why regulated industries and uptime critical businesses are a strong fit, and what is working right now to drive brand awareness and pipeline. She also breaks down how her team uses webinars, events, video series, and community driven tools to stay focused, move fast, and keep marketing human.

What You’ll Learn:

• How a sales background can strengthen your B2B marketing instincts

• How Gremlin helps teams improve reliability in complex AI driven systems

• What is working now for pipeline, including events, webinars, and video series

• How to use AI as an assistant without losing human connection

• How to stand out in a crowded market with clear brand signals

Sunayana Vatassery is the Director of Marketing at Gremlin, where she leads a small team across content, technical writing, ABM and field events. Gremlin is a reliability management platform with chaos engineering and reliability intelligence, helping teams find weak points, prevent outages, and protect revenue in high complexity environments.

This podcast is brought to you by Jony Studios, where we help B2B brands turn conversations into content systems that build trust, generate pipeline, and attract ideal customers. Learn more at https://jonystudios.com

Highlights:

• [00:00] Introduction to B2B Marketing Unlocked

• [00:32] Sunayana Vatassery's journey into B2B marketing

• [03:15] Understanding Gremlin and chaos engineering

• [06:09] Driving brand awareness and pipeline

• [09:24] Tools and workflows for marketing success

• [12:41] Webinars and content strategy

• [14:35] The importance of education in marketing

• [16:31] Navigating the noise in marketing

• [19:20] Surprising marketing experiments and lessons learned

• [21:46] The power of sales experience in marketing

• [26:34] Quickfire round and final thoughts

Episode Resources:

• Sunayana Vatassery on LinkedIn

• Gremlin Website

• Jony Mansilla on LinkedIn

• Jony Studios Website

Got a question, idea, or marketing challenge you want unlocked on the show? Leave a voice message at B2B Marketing Unlocked.

We would love your feedback. Take our 30-second listener questionnaire:

https://forms.gle/j4jKQwkuBzgatLQz5

Your input helps shape future episodes and keeps the show focused on the marketing topics you care about most.

Tim Weinheimer has spent more than three decades working across both B2B and B2C marketing, leading teams at some of the most respected agencies in the industry. Today, he serves as Chief Marketing Officer at Hahn, where he helps brands use data and predictive insights to drive smarter marketing decisions.

In this episode of B2B Marketing Unlocked, Tim joins host Jony Mansilla to unpack how predictive B2B marketing is reshaping brand growth. He shares how Hahn narrowed its focus to a few key industries, why national brand awareness became a strategic priority, and how data, measurement, and storytelling work together to influence pipeline. Tim also discusses what is working right now across email, paid search, and partnerships, along with the challenges agencies face in a project driven market.

What You’ll Learn:

• How Tim’s career across agencies shaped his B2B marketing approach

• How predictive marketing supports brand growth and pipeline

• What is working today for national brand awareness

• How data and measurement influence modern B2B strategy

• Why long term relationships matter more than one off projects

Tim Weinheimer is the Chief Marketing Officer at Hahn, a data driven agency focused on predictive marketing communications. He works closely with leadership and client teams to guide strategy, positioning, and growth across energy, health and nutrition, and food and beverage brands. His work centers on using data to inform creative, improve performance, and help organizations communicate more effectively.

This podcast is brought to you by Jony Studios, where we help B2B brands turn conversations into content systems that build trust, generate pipeline, and attract ideal customers. Learn more at https://jonystudios.com

Highlights:

• [00:00] Introduction to B2B Marketing Unlocked

• [00:57] Tim Weinheimer’s journey in B2B marketing

• [06:06] The structure and strategy of Hahn

• [09:00] Driving brand awareness and pipeline

• [17:05] Challenges in B2B marketing

• [21:50] Navigating client relationships and partnerships

• [27:01] Innovative campaigns and future trends

• [32:06] Advice and insights for marketers

Episode Resources:

• Tim Weinheimer on LinkedIn

• Hahn Website

• Eldil AI (Generative Engine Optimization tools)

• Jony Mansilla on LinkedIn

• Jony Studios Website

Got a question, idea, or marketing challenge you want unlocked on the show? Leave a voice message at B2B Marketing Unlocked.

We would love your feedback. Take our 30-second listener questionnaire:

https://forms.gle/j4jKQwkuBzgatLQz5

Your input helps shape future episodes and keeps the show focused on the marketing topics you care about most.

Tyler Dow did not start his career planning to work in B2B marketing. After pursuing broadcast journalism and later moving into web development, he discovered a passion for telling clear product stories and helping complex organizations communicate their value. That path ultimately led him to Kinetic Data, where he now leads marketing for a platform trusted by large enterprises and government teams.

In this episode of B2B Marketing Unlocked, Tyler joins host Jony Mansilla to share how he found his way into B2B marketing, how he is reframing a 20 year old software platform for a modern buyer, and why AI has become essential for running lean and effective marketing operations. He also explains how Kinetic Data targets high complexity environments, what is working on LinkedIn right now, and why providing value upfront drives better fit customers.

What You’ll Learn:

• How Tyler transitioned into B2B marketing

• How Kinetic Data streamlines complex enterprise workflows

• How AI supports lean, efficient marketing teams

• What is working now for brand awareness and demand

• Why ungated educational content attracts better prospects

Tyler Dow is the Head of Marketing at Kinetic Data, where he leads the positioning, content strategy, and demand programs for a platform used by large enterprises and government organizations. His work focuses on simplifying complex workflows, creating clear and authentic messaging, and using AI to scale output without scaling headcount.

This podcast is brought to you by Jony Studios, where we help B2B brands turn conversations into content systems that build trust, generate pipeline, and attract ideal customers. Learn more at https://jonystudios.com

Highlights:

• [00:00] Introduction to B2B Marketing Unlocked

• [00:32] Tyler Dow's journey into B2B marketing

• [03:19] Understanding Kinetic Data's unique value proposition

• [05:43] The role of AI in modern marketing

• [10:32] Identifying target markets for Kinetic Data

• [14:27] Effective strategies for brand awareness

• [19:17] The importance of providing value upfront

• [24:09] Successful campaigns and educational content

• [28:58] Challenges in breaking through the noise

• [30:23] Quickfire round and closing thoughts

Episode Resources:

• Tyler Dow on LinkedIn

• Kinetic Data Website

• The Prof G Pod (podcast by Scott Galloway)

• Jony Mansilla on LinkedIn

• Jony Studios Website

Got a question, idea, or marketing challenge you want unlocked on the show? Leave a voice message at B2B Marketing Unlocked.

We would love your feedback. Take our 30-second listener questionnaire:

https://forms.gle/j4jKQwkuBzgatLQz5

Your input helps shape future episodes and keeps the show focused on the marketing topics you care about most.

Kelly Hopping didn’t plan on a career in marketing. An unexpected reorg shifted her from product development into product marketing, and that twist set her on a path from B2C to leading B2B marketing at some of the world’s top tech companies.

In this episode of B2B Marketing Unlocked, Kelly joins host Jony Mansilla to share how she became CMO at Demandbase, how her team drives 90-95% of company wide pipeline, and why events, authentic customer stories, and “performance branding” are at the heart of their strategy. She also breaks down what’s working now for enterprise pipeline, how they’re integrating AI into their workflows, and the career lessons she wishes more marketers learned earlier.

What You’ll Learn:

• How Kelly moved from engineering into a CMO role

• How Demandbase structures marketing and SDRs to drive pipeline

• What’s working now for brand awareness and enterprise demand

• How Kelly balances brand-building with performance marketing

• How Demandbase uses AI to improve efficiency and SDR productivity

Kelly Hopping is the Chief Marketing Officer at Demandbase, where she leads the company’s brand, product marketing, growth programs, and sales development team. Her team drives most of Demandbase’s pipeline by combining account based strategy, smart use of AI, and tight sales-marketing alignment. Kelly brings experience across both B2C and B2B tech, with a focus on clear storytelling, practical demand generation, and developing strong marketing leaders.

This podcast is brought to you by Jony Studios, where we help B2B brands turn conversations into content systems that build trust, generate pipeline, and attract ideal customers. Learn more at jonystudios.com.

Highlights:

• [00:00] Introduction

• [01:01] Kelly’s journey into B2B marketing

• [02:59] Inside the Demandbase marketing team

• [04:54] Target customers and decision-makers

• [06:43] Authentic customer-led conversations

• [08:52] Driving 90–95% of pipeline

• [10:35] Events and webinars that perform

• [12:46] Tracking event impact and data

• [16:50] Balancing brand and performance

• [18:49] Tools and workflows Demandbase relies on

• [21:38] Integrating AI into marketing and sales

• [24:56] Recent campaigns and ABM ecosystem plays

• [27:34] Challenges in today’s marketing landscape

• [30:52] Lessons from experiments and flagship events

• [33:40] Career advice for future marketing leaders

Episode Resources:

• Kelly Hopping on LinkedIn

• Demandbase Website

• Courageous Marketing (book by Udi Ledergor)

• Jony Mansilla on LinkedIn

• Jony Studios Website

Got a question, idea, or marketing challenge you want unlocked on the show? Leave us a voice message at B2B Marketing Unlocked.

We’d love your feedback. Take our 30-second listener questionnaire:

https://forms.gle/j4jKQwkuBzgatLQz5

Your input helps shape future episodes and keeps the show focused on the marketing topics you

Leticia Rodriguez started her career in import-export nearly 19 years ago, never expecting that hands-on work in transportation and supply chain would later strengthen her approach to marketing. Her operations background became a real advantage, helping her communicate value in a crowded logistics market.

In this episode of B2B Marketing Unlocked, Leticia joins host Jony Mansilla to share how she moved from operations into marketing, built a lean team at The ILS Company, and shifted the company’s message from basic shipping to full supply-chain solutions. She also breaks down what’s working today, how her team supports sales on LinkedIn, and why listening to prospects matters more than ever.

What You’ll Learn:

• How operational experience can give marketers an edge

• Why ILS shifted from transactional shipping to full supply chain value

• What is working now for brand awareness and qualified pipeline

• How her team empowers sales on LinkedIn with content

• The importance of listening to prospects in real time to shape messaging

Leticia Rodriguez is the Director of Marketing at The ILS Company, where she leads a lean team focused on brand awareness, lead generation, and sales support. With 19 years of experience in logistics and operations, she understands the full customer journey and knows how to communicate real pain points. Her background helps her position ILS’s supply-chain solutions across warehousing, transportation, VMI, and cross-border operations.

This podcast is brought to you by Jony Studios, where we help B2B brands turn conversations into content systems that build trust, generate pipeline, and attract ideal customers. Learn more at jonystudios.com.

Highlights:

• [00:00] Introduction

• [01:02] Leticia’s career journey

• [03:01] Inside the ILS marketing team

• [04:03] Target customers and value messaging

• [05:40] Communicating full supply chain solutions

• [08:40] What is driving brand awareness today

• [10:43] Supporting sales with LinkedIn content

• [12:41] Tools and workflows the team relies on

• [13:34] Market challenges in logistics

• [15:05] Creative campaign that surprised the team

• [16:36] Quick-fire insights

• [19:14] Securing cross-team buy-in

• [21:56] The importance of continuous learning

• [22:58] Closing thoughts

Episode Resources:

• Leticia Rodriguez on LinkedIn

• The ILS Company Website

• Jony Mansilla on LinkedIn

• Jony Studios Website

Got a question, idea, or marketing challenge you want unlocked on the show? Leave us a voice message at B2B Marketing Unlocked

We’d love your feedback. Take our 30-second listener questionnaire:

https://forms.gle/j4jKQwkuBzgatLQz5

Your input helps shape future episodes and keeps the show focused on the marketing topics you care about most.

Welcome to B2B Marketing Unlocked, the podcast that helps CEOs, business leaders, and marketing executives unlock brand growth.

In each episode, I bring on industry experts to share their journeys, lessons learned, and the marketing secrets that drive results, while also sharing my own strategies along the way.

I’m your host, Jony Mansilla, founder of Jony Studios, where we help businesses create profitable podcasts and content that drive growth.

If you're ready to level up your marketing and grow your brand, hit subscribe. B2B Marketing Unlocked starts now.