#412 | We asked four B2B marketing leaders the same two questions: what’s your biggest win of 2026, and your biggest bet for 2027? At Drive, Dasha spoke with Casey Patterson (Snowflake) who explained how her ABM team sets off small “earthquakes” of AI change every week so they’re never blindsided by one big shakeup. Colin Kendall (SC&H) shared how a virtually unknown firm turned speaking at events into attributed revenue, and his bet on employee advocacy and personal branding for his leaders. Ross Simmonds (Foundation Marketing) named his proudest win – a team that runs, and outperforms him, without him – and bets on the return of in-person events. And Dave Gerhardt reflected on building the best Exit Five team yet and a refreshingly simple 2027 bet: keep raising the bar. Check out what these marketing leaders are saying about what worked and what’s next in B2B.
Timestamps
(00:00) - Intro: What’s your big bet for 2027?
(02:58) - Dave Gerhardt’s biggest wins of 2026
(04:57) - Dave’s 2027 bet: Keep raising the bar on quality
(05:58) - Ross Simmonds’ 2026 win: Building the Foundation team
(07:06) - Ross’s 2027 bet: A surge in in-person events
(10:34) - Casey Patterson’s 2026 win: Small AI “earthquakes” every week
(12:06) - Casey’s 2027 bet: Automating and augmenting workflows
(13:26) - Colin Kendall’s 2026 win: Turning events into attributed revenue
(16:14) - Colin’s 2027 bet: Employee advocacy and personal branding
(16:59) - Why leaders’ content has to be their own
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