B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success

What if the most important part of your website navigation is the one most brands treat as an afterthought? Agility requires not only adapting your marketing messages, but also re-evaluating the fundamental ways customers interact with your digital properties. It means recognizing that established tools, like site navigation, may no longer meet the expectations of a new generation of users. Today, we're going to talk about the evolution of on-site search from a simple utility to a strategic, AI-powered content discovery engine. We'll explore how changing consumer expectations, particularly from younger demographics, are forcing brands to rethink digital experiences, and why the humble search bar may be the key to unlocking deeper engagement and building trust. To help me discuss this topic, I'd like to welcome, Sameer Maggon, Founder and CEO at SearchStax. About Sameer Maggon Sameer Maggon is the founder and CEO of SearchStax, the Search Experience Company. A lifelong builder, he has spent over 20 years driving search innovation — from building search infrastructure to creating an AI-powered platform that delivers modern search experiences. Known as a search craftsman, Sameer has built SearchStax into a global SaaS platform serving content-rich, regulated industries such as healthcare, higher education, financial services, and the public sector. Beyond his work, he enjoys exploring the outdoors with his family and mentoring engineers to become tomorrow's innovators and leaders. His conviction guides it all: Search is complex, search is hard — and worth solving. Sameer Maggon on LinkedIn: https://www.linkedin.com/in/maggon/ ---------- Resources ---------- SearchStax: https://www.searchstax.com We're proud to be a media partner for #MAICON26 - Oct. 13-15! Learn how AI can power your marketing and business and help you grow smarter. Use code AGILE150 to save! https://aglbrnd.co/r/7fe458ced0f04658 Reach your customers with Reddit. Spend $500 in ad spend, get $500 back in ad credit! Learn more: https://advertalize.com/r/491818c79fb1873f Chaser is the only Slack-native project management platform that helps teams turn messages into tracked tasks, automate follow-ups, and maintain team-wide visibility, without adopting another tool. Now integrated with Claude and other GenAI tools. Learn more at trychaser.com and use code AGILEBRAND for a 3-month free trial (normal trial is 14 days). The most influential minds in software, AI, and engineering leadership will be at WeAreDevelopers World Congress North America, September 23-25 in San Jose. Learn more: https://aglbrnd.co/r/60a7299222a7bcf1 Start building your own apps with Replit and get $20 off. Learn more: https://aglbrnd.co/r/93531742a7625a20 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

Is your organization truly AI-powered, or are you just slapping a little GenAI onto existing processes? Agility requires embracing experimentation and empowering teams to rapidly iterate, especially when integrating transformative technologies like AI. It also demands a culture that views failure as a learning opportunity, not a setback. Today, we're going to talk about how to build a culture of AI innovation from the bottom up, empowering every employee to leverage its power. To help me discuss this topic, I'd like to welcome Michael Domanic, Head of AI at UserTesting. About Michael Domanic Michael Domanic is the Head of AI at UserTesting, where he leads the company's AI transformation efforts. His work focuses on driving enterprise-wide adoption of AI to unlock meaningful business value. Michael partners closely with cross-functional leaders to embed AI into core workflows, foster a culture of innovation, and scale AI fluency across the global organization. In addition to his focus on internal transformation, he works alongside the Product team to shape an AI-forward product strategy that keeps UserTesting at the forefront of innovation. With nearly a decade of experience in artificial intelligence, Michael brings a pragmatic, impact-driven approach to helping companies move beyond the hype and realize the full potential of AI. Michael Domanic on LinkedIn: https://www.linkedin.com/in/michaeldomanic/ Resources UserTesting: https://www.usertesting.com Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

Is the hype around AI in marketing finally starting to match reality, or are we still just scratching the surface of its true potential? Agility requires a willingness to experiment with new technologies like AI, but it also demands a deep understanding of your customer and the ability to adapt your strategies based on data and insights. It also requires strong leadership that can champion the changes needed to achieve success with AI. Cella recently released its 2025 Intelligence report, finding that while AI adoption is gaining momentum, but human ingenuity still leads the way. To help me discuss this topic, I'd like to welcome Nickole Brown, Sr. Consultant at Cella by Randstad Digital. About Nickole Brown Cella Inc. consultant Nickole Brown has two decades of creative operations, production and marketing experience to share. She is passionate about bringing clarity to creative spaces and focuses on utilizing voice of customer, data and mechanisms to tell the true story of a creative organization. Nickole's skills include being an effective leader and partner who enjoys collaborating to uncover the unique process improvement opportunities, success metrics and team structure that will capture an organizations potential. Nickole Brown on LinkedIn: https://www.linkedin.com/in/nickole-brown-80a5424/ Resources Cella by Randstad Digital: https://www.cella.com To explore the full 2025 Cella Intelligence Report and discover the insights shaping tomorrow's creative landscape, visit https://www.cellainc.com/insights/cella-intelligence-report Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150 Keep up with the latest B2B Marketing insights by following the B2B Agility Podcast: https://www.b2bagility.com Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

Agility requires a deep understanding of evolving customer expectations and the ability to adapt quickly to meet those needs, especially in the complex B2B landscape. It also demands breaking down silos between marketing, sales, and customer service to create a unified customer journey. Today, we're going to talk about the nuances of B2B customer experience (CX), particularly within a large organization like an insurance company, and how it compares and contrasts with the B2C world. To help me discuss this topic, I'd like to welcome Rajesh Sankaran, SVP of Ecommerce at A-MAX Insurance. About Rajesh Sankaran I am a Insurance and Ecommerce executive and technology leader with a passion to harness the technology to solve businesses problems. With 25+ years of experience helping large enterprises in Insurance, Manufacturing, Communications, and Technology grow and expand. I'm a technologist that came up through the development, business analysis and program management allowing me to manage implementing / supporting enterprise scale delivery to grow businesses and solve complex problems. Customer is king and I am obsessed with ensure our customers get the best experience with every interaction. Customer experience is always key and every interaction customer has with us, should be memorable! Rajesh Sankaran on LinkedIn: https://www.linkedin.com/in/rajeshsank/ Resources A-MAX Insurance: https://www.amaxinsurance.com/ Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150 Keep up with the latest B2B Marketing insights by following the B2B Agility Podcast: https://www.b2bagility.com Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

Agility requires not only adapting to change but also anticipating it. This means understanding the evolving needs of your customers and the broader market landscape, and adjusting your strategies accordingly. Today, we're going to talk about navigating the complexities of marketing in the procurement services industry, especially in times of economic uncertainty, and how mentorship plays a crucial role in developing future leaders. To help me discuss this topic, I'd like to welcome Kathleen Pomento, CMO at ProcureAbility. Kathleen, welcome to the show! About Kathleen Pomento Kathleen Pomento on LinkedIn: https://www.linkedin.com/in/kathleenmarketingcmo/ Resources ProcureAbility: https://procureability.com/ https://procureability.com/ Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150 Keep up with the latest B2B Marketing insights by following the B2B Agility Podcast: https://www.b2bagility.com Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

Is it possible for enterprise marketing technology to actually spark joy? Or are we all just resigned to a future of clunky interfaces and frustrating workflows? Agility requires adaptable technology and empowered teams. It also requires a willingness to embrace new approaches and a focus on continuous improvement. Today, we're going to talk about the intersection of marketing technology, user experience, and the surprising role of joy in driving productivity and innovation. A recent study by Sago and IVP Research Labs has revealed some fascinating insights into how modern platforms are transforming the daily lives of marketers, impacting everything from content creation to localization. To help me discuss this topic, I'd like to welcome, Dominik Angerer, CEO and Co-Founder at Storyblok. About Dominik Angerer A web performance specialist and perfectionist. After working for big agencies as a full stack developer he founded Storyblok. He is also an active contributor to the open source community and one of the organizers of Scriptconf and Stahlstadt.js. Dominik Angerer on LinkedIn: https://www.linkedin.com/in/dominikangerer/ Resources Storyblok: https://www.storyblok.com Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150 Keep up with the latest B2B Marketing insights by following the B2B Agility Podcast: https://www.b2bagility.com Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

What's harder—building a global marketing strategy from scratch, or educating your organization on why it matters in the first place? Today's guest has done both—twice. Sangeeta Prasad is the Chief Marketing Officer of Slalom, a global business and technology consulting firm with $3 billion in revenue and a presence in over 40 markets. With three decades of marketing experience—across brands like Procter & Gamble, American Express, and Chase—Sangeeta has spent her career not just building campaigns, but building belief in the power of marketing. About Sangeeta Prasad Sangeeta is the Chief Marketing Officer at Slalom. She joined Slalom as its very first chief marketing officer in 2020 and now leads a global team of 160 marketers in seven countries. Leveraging Slalom's strong industry reputation as a consulting company that helps thousands of clients, Sangeeta is building a friendly, engaging brand that reflects the success of the company's 13,000+ employees worldwide. Her goal is to make the Slalom brand as big as its business, which is experiencing record growth. To do this, she's transformed a company that relied on traditional marketing into one that thrives on human-based marketing. This is the second time she's joined a company as its first CMO – also at Russell Reynolds – bringing a strong portfolio of consumer and B2B experience from P&G, Chase and American Express. She lives with a global mindset having started her career in Australia and worked and lived across Asia for years. Sangeeta is known for her courageous yet adaptable leadership style and ability to build consensus across many cultures. Most of all, her leadership style and work are anchored in Slalom's differentiated "fiercely human" approach to client and partner relationships. Sangeeta's sophisticated marketing expertise pivoted Slalom's volume-based tactics into human-based marketing, which combines customer insights with a scalable, consistent methodology to promote relationships. She helped prioritize full-journey marketing and what specific clients care about, including an approach to surround Slalom's customers around the world with personalized messaging. Resources Slalom: https://www.slalom.com Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150 Keep up with the latest B2B Marketing insights by following the B2B Agility Podcast: https://www.b2bagility.com Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

What if rebranding wasn't just about a new logo and tagline, but about transforming an 80,000-person company's entire culture and strategy? What if brand became one of your most valuable tools for business reinvention? Today, I'm joined by Maria Winans, Chief Marketing Officer at Kyndryl. After nearly three decades at IBM, Maria took on the monumental task of launching Kyndryl as a stand-alone brand following its spin-off. With a workforce of over 80,000 people across more than 60 markets, Maria has redefined what it means to build a world-class brand from scratch—one that's people-centric, culture-driven, and positioned for growth. About Maria Winans Maria B. Winans, Chief Marketing Officer at Kyndryl, is a recognized expert in data-driven marketing, brand engagement, and performance marketing. Prior to joining Kyndryl, Maria amassed an impressive 29-year career at IBM, culminating in her role as the Chief Marketing Officer for IBM Americas. In this capacity, she held overarching responsibility for all marketing professionals and activities throughout North and Latin America. Maria's tenure at IBM was marked by pivotal contributions to global marketing endeavors across diverse disciplines and business units, notably including initiatives such as Smarter Commerce and Watson. A native of Santiago, Chile, Maria serves as the executive sponsor of Kyndryl's Hispanic Latin Community. She is a graduate of the University of North Carolina, the proud mother of two children and a certified fitness instructor. Resources Kyndryl: https://www.kyndryl.com Catch the future of e-commerce at eTail Boston, August 11-14, 2025. Register now: https://bit.ly/etailboston and use code PARTNER20 for 20% off for retailers and brands Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brightest minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.b2bagility.com Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com