In this episode of Disruption/Interruption, marketing veteran Ed Locher pulls back the curtain on B2B marketing's biggest lie: that the MQL machine actually drives growth. As CMO of PureFacts Financial Solutions and author of "Digital Transformation: People, Process and Technology," Ed reveals why 15 years of marketing automation created a sugar rush that's now crashing, and how AI can help fix it without repeating the same mistakes. This is a no-holds-barred conversation about emotional connection, the 95% of buyers marketers ignore, and why marketing tenure averages just 18 months.

Four Key Takeaways:

1. The MQL Mirage Is Built on a Lie 8:56
   Marketing automation promised accountability through MQLs, but overdelivering on MQL targets quarter after quarter never translated to actual revenue growth. The entire system targets only the 5% of the market ready to buy right now—ignoring the 95% who need demand creation, not demand capture.
2. B2B Buying Committees Have Tripled in Size 16:30
   The buying committee for enterprise B2B purchases has exploded from 5 people to 16. You can't build credibility and trust with 16 stakeholders through email sequences—you need emotional connection and personalized storytelling that speaks to each person's specific drivers (CFO cares about ROI, compliance cares about regulations, operations cares about not making headlines).
3. AI Raises the Floor, Not the Ceiling 29:59
   AI protects terrible marketers from themselves by raising the quality floor, but it hasn't raised the bar for great marketing. The real opportunity lies 3-4 standard deviations above the mean—where human empathy, emotional triggers, and genuine understanding of customer pain create outsized impact that AI can't replicate.
4. Marketing Attribution Is a Myth 44:13
   There will never be a "cast iron steel rod of attribution" connecting marketing activities directly to purchases. Marketers who work for leadership that doesn't understand this are doomed to 18-month tenures, chasing MQL targets that deliver short-term sugar rushes followed by revenue crashes. The rare CEO or investor who recognizes this broken motion is the problem—not the marketer—creates space for real growth.

Quote of the Show (44:13):
"There will never be a cast iron steel rod of attribution that says marketing did X, which led to this person buying something. It just doesn't work that way.” — Ed Locher

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Want PR that actually matters? Get 30 minutes of expert advice in a fast-paced, zero-nonsense session from Karla Jo Helms, a veteran Crisis PR and Anti-PR Strategist who knows how to tell your story in the best possible light and get the exposure you need to disrupt your industry. Click here to book your call: https://info.jotopr.com/free-anti-pr-eval

Ways to connect with Ed Locher:

LinkedIn: https://www.linkedin.com/in/edlocher/

Company Website: https://purefacts.com

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In this episode of Disruption/Interruption, host KJ sits down with Jurek Kozyra, founder and CEO of Nanovery, to explore how DNA nanotechnology and AI are revolutionizing molecular medicine. Discover how tiny nanorobots made from DNA could dramatically accelerate drug development, make diagnostics faster and more affordable, and potentially cure diseases that were previously untreatable. From detecting diseases in hours instead of days to cutting years off the drug development process, this conversation reveals the cutting-edge science that's transforming healthcare.

Four Key Takeaways:

1. The Promise of Oligonucleotide Therapeutics (9:06) Traditional medicine targets defective proteins, but many diseases can't be cured because we can't find the right molecule. Oligonucleotide therapeutics target mRNA—the underlying mechanism of disease—meaning you could potentially cure all diseases since all proteins come from mRNA.
2. DNA Nanorobots for Rapid Detection (14:12) Nanovery's DNA nanorobots can detect diseases in blood samples within 2-4 hours compared to traditional lab tests that take two days. These self-assembling machines produce fluorescent signals when they find specific DNA or RNA molecules, enabling point-of-care diagnostics.
3. Accelerating Drug Development (17:13) Pharmaceutical companies race against 20-year patents while drugs take 10+ years to develop. Nanovery's technology provides more accurate data at lower cost and time, potentially shaving years off the development process and helping more drugs successfully reach the market.
4. Real-World Clinical Validation (20:26) In a hospital study with 170 patient samples, Nanovery's technology delivered same or better results than traditional tests in just two hours instead of two days—a game-changer for emergency situations like drug overdoses where immediate answers are critical.

Quote of the Show (9:05):
"If you can target mRNA very specifically, that means that in theory you could potentially cure all diseases. That's why this area is so exciting right now." – Jurek Kozyra

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Want PR that actually matters? Get 30 minutes of expert advice in a fast-paced, zero-nonsense session from Karla Jo Helms, a veteran Crisis PR and Anti-PR Strategist who knows how to tell your story in the best possible light and get the exposure you need to disrupt your industry. Click here to book your call: https://info.jotopr.com/free-anti-pr-eval

Ways to connect with Jurek Kozyra:

LinkedIn: https://www.linkedin.com/in/j3ny/

Company Website: https://nanovery.co.uk

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In this episode of Disruption/Interruption, host KJ sits down with Chris Dolezalek, Executive Vice President of R&D at Hum Capital. Chris shares his journey from Silicon Valley’s most highly funded startup to leading innovation in venture capital. He discusses the flaws in traditional VC, the power of resilience, and how technology and human insight are reshaping funding for diverse founders. Listeners will hear hard-won lessons from the edge of chaos, stories of near-failure and rebirth, and practical advice for founders seeking capital in uncertain times.

Four Key Takeaways:

1. Resilience is Essential [29:46]
   Chris emphasizes the importance of getting up after setbacks, sharing the Japanese saying, “Get knocked down seven times, get up eight,” and how resilience is a key trait for founders.
2. Venture Capital Needs Disruption [8:15]
   Traditional VC relies on personal networks and outdated data, often excluding minority and female founders. Hum Capital is using real-time financial data and AI to democratize access to funding.
3. Human Insight Complements AI [19:35]
   While AI can flag promising companies, Chris explains the need for human judgment—what he calls “AI whispering”—to make the best investment decisions.
4. Learned Resilience and Growth [36:05]
   Chris introduces the concept of “learned resilience”—not just bouncing back, but learning from setbacks to come back stronger and smarter.

Quote of the Show (32:52):
“The truth about software is the Milli Vanilli effect. You don’t have to be able to sing. You just have to look good.” – Chris Dolezalek

Join our Anti-PR newsletter where we’re keeping a watchful and clever eye on PR trends, PR fails, and interesting news in tech so you don't have to. You're welcome.

Want PR that actually matters? Get 30 minutes of expert advice in a fast-paced, zero-nonsense session from Karla Jo Helms, a veteran Crisis PR and Anti-PR Strategist who knows how to tell your story in the best possible light and get the exposure you need to disrupt your industry. Click here to book your call: https://info.jotopr.com/free-anti-pr-eval

Ways to connect with Chris Dolezalek:

LinkedIn: http://www.linkedin.com/in/chrisdolezalek

Company Website: https://humcapital.com

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