In this episode, Adam Helweh is joined by a fractional CMO and marketing leader William Collins for a conversation that goes beyond the usual playbook. They unpack the hidden layers of modern marketing leadership, the often-overlooked traps of quick wins, and why the best CMOs are doing something most aren’t talking about.

From client psychology to cross-industry insight, William reveals how top marketers are staying sharp in a time of constant change—without losing their edge or their humanity.

This episode is for B2B leaders who:

✅ Feel the pressure to move faster, but don’t want to sacrifice long-term vision

✅ Wonder how to earn—and keep—a seat at the leadership table

✅ Are curious about how fractional CMOs really operate across multiple organizations

✅ Are rethinking how AI fits into the strategic mix (and what it can never replace)

There’s a lot more going on behind the scenes of great marketing leadership than most realize. This conversation pulls back the curtain.

Listen in and find out what might be missing from your current B2B marketing approach.

00:39 Introduction and Guest Overview

01:06 Meet Will Collins: A Seasoned Fractional CMO

02:09 The Realities of Fractional Leadership

03:48 Will's Journey into Marketing

07:03 Guiding Principles in Marketing

10:32 Challenges and Lessons in Leadership

14:20 Differences Between Fractional and Full-Time CMO Roles

20:03 Balancing Quick Wins and Sustainable Growth

23:13 The Challenge of Quick Wins in Marketing

24:08 Building Trust and Confidence with Leadership

24:56 Avoiding Random Acts of Marketing

27:34 Handling Client Expectations

28:20 Surprising Outcomes in Marketing Strategies

29:39 Validating Client Understanding and Needs

31:52 The Role of AI in Marketing

38:27 Looking Ahead to 2025

40:19 The Importance of Client Feedback and Strategic Thinking

42:35 Final Thoughts and Reflections

Talk to me:

• Twitter: /adamhelweh

• LinkedIn: /adamhelweh

• Instagram: /adamhelweh

• Don't forget to subscribe to my YouTube channel: / adamhelweh

Learn more about my digital marketing agency, Secret Sushi:

• https://secretsushi.com/

What does it take to successfully lead marketing for some of the world's most iconic brands? Jocelyn Renee Johnson, former GE executive and CMO of Girl Scouts of the USA, and now Chief Marketing Officer of the American Bar Association, joins Adam Helweh to share her marketing playbook for success across Fortune 500 companies, nonprofits, and global organizations.

💡 In this episode, Jocelyn dives into:

✅ The marketing fundamentals that apply to every industry

✅ How she helped Girl Scouts host their first-ever profitable convention

✅ The biggest challenges facing marketers in 2025

✅ How to build a high-performing marketing team and strategy

✅ Why customer experience and branding are more critical than ever

This episode is packed with insights on scaling brands, driving revenue, and creating meaningful customer connections.

00:37 Meet Jocelyn Renee Johnson

02:39 Jocelyn's Career Journey

03:59 Transition from Tech to Marketing

05:27 Marketing at GE

12:11 Joining Girl Scouts of America

20:25 Challenges and Insights at ABA

27:09 Nonprofit Challenges and Cost Management

27:42 Technology Adoption and Shiny Object Syndrome

29:25 Nonprofit vs Corporate: Strategic Differences

31:58 Measuring Success in Nonprofits

34:19 Unexpected Wins at Girl Scouts

39:03 Excitement for Future Marketing Strategies

41:22 Favorite Podcasts and Personal Insights

48:04 Conclusion and Final Thoughts

Talk to me:

• Twitter: /adamhelweh

• LinkedIn: /adamhelweh

• Instagram: /adamhelweh

• Don't forget to subscribe to my YouTube channel: / adamhelweh

Learn more about my digital marketing agency, Secret Sushi:

• https://secretsushi.com/

Is Customer Success Broken?

Marketers obsess over customer acquisition, but what happens after the sale? Retention and expansion are the real game-changers in B2B success—and Marley Wagner knows exactly how to do it right.

In this episode, Adam Helweh sits down with Marley, an expert in customer marketing and digital customer success, to unpack the strategies that keep customers engaged, satisfied, and growing with your brand. From automation and AI to in-product messaging and Slack notifications, Marley reveals how companies can do more with less while creating hyper-personalized customer experiences.

They also discuss:

• Why most B2B companies are failing at post-sale engagement
• The #1 mistake marketers make with existing customers
• How AI and automation are redefining customer success in 2025
• The in-app vs. email debate—where should you invest your efforts?
• How to turn your marketing team into a revenue-driving machine

If you’re in marketing, sales, or customer success—and you want to drive growth without constantly chasing new leads—this episode is packed with insights you can’t afford to miss.

02:52 Meet Marley Wagner

03:37 Marley's Journey into Marketing

05:58 Early Career and Nonprofit Experience

07:26 Transition to B2B and Customer Success

09:33 Automation in Customer Success

12:33 Challenges and Strategies in Customer Success

18:39 Consulting and Freelancing in Digital CS

20:50 Marketers' Struggle with Existing Customers

21:36 Bridging the Gap Between Marketing and Customer Success

22:18 Effective Use of Automation Beyond Email

22:35 Choosing the Right Channels for Customer Engagement

24:56 In-App Engagement and Its Growing Importance

27:43 Internal Automation for Customer Success Teams

29:37 The Role of AI in Customer Success

38:16 Future Trends in Customer Engagement

39:52 Predictions for 2025 and Beyond

44:56 Conclusion and Final Thoughts

Talk to me:

• Twitter: /adamhelweh

• LinkedIn: /adamhelweh

• Instagram: /adamhelweh

• Don't forget to subscribe to my YouTube channel: / adamhelweh

Learn more about my digital marketing agency, Secret Sushi:

• https://secretsushi.com/