AI can help you move faster. It can also help you make bad marketing faster.

Paula Carneiro Cox and Carlos get into what has to come before the prompts: stories buyers actually see themselves in, data you can use, and enough human judgment to know what's worth testing in the first place. From there, the conversation lands where B2B marketing eventually has to: the meeting. Clicks, impressions, and form fills can point you in the right direction, but they don't pay the bills. The real signal is whether the right people take the call, whether the message holds up once sales gets involved, and whether marketing is listening hard enough to learn why deals move or die. AI can spot patterns. It can sharpen the work. But it can't replace taste, context, or trust. And in B2B, trust still closes the gap.

Healthcare IT doesn't care about your cold emails. Larry Kaiser learned this the hard way.

In this episode, Larry and Carlos break down what happens when you build a marketing program in an industry where relationships trump everything. From cutting a website's word count by 60% to turning subject matter experts into content collaborators using AI (but keeping it human), Larry's approach is methodical, grounded, and refreshingly free of traditional marketing tactics. They talk about why lead gen services get politely declined every week, why half his budget goes to events, and how growing a LinkedIn community by 188% in two years translates to real pipeline. If you've ever wondered whether content actually drives revenue or just makes you feel productive, this one's required listening.

Jonathan Huang is the Head of Global Digital Marketing at Spinnaker Support, a global provider of on-premise and cloud-based enterprise software support services. With over 12 years of experience in digital marketing, e-commerce, and content production, Jonathan's diverse background ranges from IT services to working with an NBA team. In his role, he leads demand generation efforts and specializes in crafting strategies that drive sales for enterprise software support services. He is known for his creativity in addressing marketing limitations in B2B and B2C companies.

In this episode of the Tailwind Marketing Podcast, Carlos Corredor talks with Jonathan Huang, Head of Global Digital Marketing at Spinnaker Support. Jonathan shares his insights on aligning sales and marketing teams under one revenue umbrella, emphasizing the importance of clean data and collaboration. He also discusses key tactics for demand generation in long sales cycles and how his team improved their pipeline by focusing on bottom-funnel actions and leveraging SEO to expand top-funnel reach.