B2B Agility™ with Greg Kihlström

By: The Agile Brand
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  • Summary

  • From the creators and host of the award-winning The Agile Brand with Greg Kihlström podcast, comes B2B Agility™, a podcast focused on how B2B marketers and the brands they represent become category leaders and drive optimal results for the business and their customers. The show looks at B2B success in a variety of ways, all with a focus on the intersection of sales, marketing & technology. Guests will represent brands, consultancies, and platforms that enable B2B marketers to do their best work.
    © 2023-2024 The Agile Brand, LLC
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Economics Marketing Marketing & Sales
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Episodes
  • #38: The layer cake approach to branding with Allison Capaldi and Robert Wolfe, Zeck

    #38: The layer cake approach to branding with Allison Capaldi and Robert Wolfe, Zeck
    Feb 18 2025
    In a world of fleeting attention spans and oversaturated markets, how can brands truly stand out and build loyalty that lasts—even when it comes to something as overlooked as board meetings? Today, we’re joined by Allison Capaldi, Senior Content Manager at Zeck, and Robert Wolfe, Founder of Zeck. Together, they’ve built not one but three successful brands, including Moosejaw, which sold to Walmart, and CrowdRise, which sold to GoFundMe. Now, they’re revolutionizing the way companies approach board meetings with Zeck, while continuing to push the boundaries of what it means to build a memorable and lasting brand. Allison will share her innovative "Layer Cake Approach" to branding, and we’ll hear from both Allison and Robert about their unique partnership and insights on building iconic brands. About Allison Capaldi Allison Capaldi started her passion for brand and brand building in 2002 when she was one of the first employees at Moosejaw Mountaineering, founded by Robert and Jeffrey Wolfe. From that moment on, the world of brand building was in her blood. From a small back office carved out of a retail store where they’d put customers on hold to say ‘hold on let us check in our warehouse’ (spoiler, there was no warehouse), to being acquired by Walmart and more recently, by Dick’s Sporting Goods, it was the maniacal pressing of the brand that made it all work.An irreverent sense of humor, a fanatical approach to customer service and a cult following around the globe helped to create a brand full of authenticity well before that was a buzzword. Following the Wolfe brother’s next endeavor (along with award-winning actor Edward Norton), Allison landed at CrowdRise, which eventually became the largest fundraising platform for non-profits in the United States. Kind of cool. Making giving back notable, cool and fun was the goal and it worked. CrowdRise was eventually acquired by GoFundMe. Fast-forward to business number three of Robert, Jeffrey and Edward and Zeck was born. Out of real life experience of now having sat on multiple boards and dealing with multiple boards, everyone realized there was a real problem. First of all, board meetings were miserable - we’re solving that. The brand is right back to taking center stage on a problem that is extremely corporate and lackluster. And, it’s working again. Allison calls her branding approach the Layer Cake Approach and can talk about it until she’s blue in the face. It’s not about creating a brand that looks good and says the right thing - it’s about the layers. The details. The miniscule fine print on the receipt that actually is engaging - and for the 2% of people who read it, they’re yours forever. A graduate from the University of Michigan, Go Blue, she’s devoted her working life to these brands. She’s also a decent singer, brings her own hot sauce to her sister-in-law’s house and can’t go to bed unless the kitchen is clean. That’s all. About Robert Wolfe Robert Wolfe is the founder and former CEO of Moosejaw and CrowdRise. More recently, Robert started Zeck. Zeck is entirely reimagining the miserable board meeting process Robert started Moosejaw in a tiny shop when he had really big hair. Moosejaw’s aim was to make retail and e-commerce fun and engaging and they also pressed their own Moosejaw brand, which became pretty cultish, in a good way. Despite being incredibly foolish, Moosejaw was acquired by Walmart. No one can believe it but it’s true. Robert wanted to make sure he had some sort of decent impact, so along with his smarter brother, Jeffrey, and actor and philanthropist, Edward Norton, he launched CrowdRise. CrowdRise focused on making giving back notable, cool and social. CrowdRise eventually became the largest fundraising platform four non-profits in the US and was acquired by GoFundMe. After spending time as an operator running board meetings and, on the other side of the table, as a board member, Robert launched Zeck to change the process entirely. Zeck transforms the dynamic between the leadership team and the board, making board meetings strategic and forward thinking. Never again will you get into a board meeting to have a deck that you already read, read back to you. Such a waste of time. Robert has no interests or hobbies and is a terrible sleeper. He has been an advisor to several companies and is faster than Usain Bolt at replying to any message. But, publicly Robert only boasts about his Honorable Mention for ‘Best Breakdancer Using an Old School Cardboard Mat’. Also, ‘for’ is spelled incorrectly above on purpose. Resources Zeck website: https://www.zeck.com The B2B Agility podcast website: https://www.b2bagility.com Sign up for The Agile Brand newsletter here: https://www.gregkihlstrom.com Get the latest news and updates on LinkedIn here: https://www.linkedin.com/showcase/b2b-agility/ Check out The Agile Brand Guide website with articles, insights, and ...
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    24 mins
  • #37: Marketing operations as a driver of growth with Mike Rizzo, MarketingOps.com

    #37: Marketing operations as a driver of growth with Mike Rizzo, MarketingOps.com
    Feb 4 2025

    Is your marketing operations team set up to be a strategic driver of growth, or are they stuck managing tools and putting out fires?

    Today, we’re joined by Mike Rizzo, Founder of MarketingOps.com. Mike is here to discuss the 2024 State of the Marketing Operations Professional Report, which is based on insights from over 600 MOps professionals. This report sheds light on the evolving role of marketing ops, the challenges they face, and the opportunities for B2B leaders to elevate the function as a strategic driver of growth.

    About Mike Rizzo

    Mike Rizzo, is the Community-led Founder of MO Pros and MarketingOps.com. With his extensive background in marketing Mike helped build, launch, manage and optimize Mavenlink's first-ever user community and Client Advisory Board programs. He is the founder of MO Pros - The Community for Marketing Operations Pros that is growing with an average of 110 new members every month. He is also the co-host of the podcast called Ops Cast by MO Pros. As the founder of MarketingOps.com, Mike is taking a community-led approach to building resources that are purpose-built for MO Pros.

    Resources

    MarketingOps website: https://www.marketingops.com

    The B2B Agility podcast website: https://www.b2bagility.com

    Sign up for The Agile Brand newsletter here: https://www.gregkihlstrom.com

    Get the latest news and updates on LinkedIn here: https://www.linkedin.com/showcase/b2b-agility/

    Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com
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    32 mins
  • #36: Knowing when and how to automate your sales processes with Joshua Garrison, Apollo

    #36: Knowing when and how to automate your sales processes with Joshua Garrison, Apollo
    Jan 21 2025

    In a world where sales cycles are getting longer, what’s holding your business back from reaching the right person at the right time?

    Today, we’re joined by Joshua Garrison, Vice President of Content Marketing and Product Education at Apollo.io, a leading go-to-market platform used by millions of sales professionals and SMBs globally. Josh is not only a sales leader but also the author of the Amazon bestseller Outbound Sales, which shares the exact strategies, templates, and frameworks that helped Apollo.io achieve unicorn status and $100M ARR. With over 2.5K purchases in its first month, Josh’s book has become a must-read in the B2B sales community.

    About Joshua Garrison

    Joshua Garrison leads the content marketing and customer education teams at Apollo, the leading go-to-market (GTM) solution for sales and marketing teams.

    A two-time founder, he has built and sold one company. He has led sales and marketing teams everywhere from tiny businesses to multi-billion dollar publicly traded companies. From that experience, Josh developed his “full-cycle selling” framework, a data-backed perspective on what works and what doesn’t.

    As a third generation entrepreneur and career salesperson, he is passionate about helping people achieve their goals and master the art of sales. He lives in the San Francisco Bay Area with his wife, baby, and cats.


    Resources

    Apollo website: https://www.apollo.io


    The B2B Agility podcast website: https://www.b2bagility.com


    Sign up for The Agile Brand newsletter here: https://www.gregkihlstrom.com


    Get the latest news and updates on LinkedIn here: https://www.linkedin.com/showcase/b2b-agility/


    Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com
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    28 mins

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