Master the Art of Marketing Data Storytelling for Strategic Leadership
New episodes Tuesdays at 1 pm ET
Winner of the 2026 Best Demand Campaign
No, this is not just another webinar series. You are in for a treat as you are invited on an essential journey beyond the mundane and into a universe where marketing analytics transforms from a mere chore into your most powerful strategic weapon. Prepare to navigate the complexities of data with precision, speak the language of leadership, and truly revolutionize your marketing insights. It’s time to evolve or be left behind.
This guide is for marketers who are ready to reassess what actually matters in 2025, take a step back, look at the big picture and do more by doing less – and strategically measure what matters. We can promise you that our brilliant speakers will inspire you to confidently leverage analytics to speak the language of business, drive alignment, and become indispensable strategic partners.
There is only one rule you must follow while you are aboard with us:
Prepare to learn from the brightest stars in the marketing analytics galaxy. Featured speakers include familiar faces like Scott Brinker, Frans Riemersma, and Rand Fishkin alongside new thought leaders including Kathleen Booth, Mike Rizzo, Michele Gardner, and more.
Master the Art of Marketing Data Storytelling for Strategic Leadership
New episodes added weekly
Featuring:
Mehul Nagrani, CEO, Integrate
Eric Westerkamp, EVP & GM, CaliberMind
Some years change a few things. This one changed almost everything at once.
Buyers built shortlists with AI before filling out a form. Boards stopped asking what marketing was experimenting with and started asking what it delivered. And in August, Integrate acquired CaliberMind.
To open Season 4 of Hitchhiker’s Guide to Marketing Analytics, the Integrated Edition, Mehul Nagrani (CEO, Integrate) and Eric Westerkamp (CEO, CaliberMind) join Nadia to make sense of it all: why so many teams still generate demand in one system, measure it in another, and learn what worked months too late.
Then they get to the bigger idea behind the deal. Buyers don’t stop at the bottom of the funnel. Closed deals expand, lost deals return, stalled buying groups re-form. The real job is staying in front of the right people the whole way around, with data clean enough to trust and fast enough to act on.
They close with three predictions each for 2027.
Featuring:
Scott Brinker, Analyst & Advisor, chiefmartec
Frans Riemersma, Founder, MartechTribe
Nadia Davis, VP of Marketing, CaliberMind
Here’s the ultimate marketing paradox: our data isn’t real time, but our marketing has to be anyway. Say what?!
For two decades, marketing automation has run on rigid if-this-then-that rules. We’ve written hundreds of nurture sequences trying to predict every path a prospect might take, only to find the one they preferred was “Other.”
Scott Brinker and Frans Riemersma, who’ve watched marketing stacks evolve longer than almost anyone, join Nadia to talk about where engagement goes next: away from journeys planned months ahead and toward decisions made in the moment, based on everything the system knows about a person, their account, and their buying group.
The catch every ops person knows: “real-time” data rarely is. It waits on syncs and approvals, going stale. So they’ll dig into connecting the decisioning layer to the plumbing underneath, what should stay a hard rule (consent, frequency, governance), where judgment should take over, and how to prove orchestration is worth it.
Featuring:
Mike Rizzo, Founder, MarketingOps.com
Phil Gamache, Founder, Humans of Martech
Every January, the martech world makes its predictions. Nobody EVER comes back in October to check the math. So we’re doing it.
Phil Gamache (Humans of Martech) and Mike Rizzo (MarketingOps.com), who’ve talked to more MOps practitioners this year than almost anyone, are grading 2026 against a few big calls: Scott Brinker’s year of context engineering and “peak martech,” the marketing engineer future Mike sketched on the MOps-Apalooza stage, and the idea that marketing behaves more like weather than a machine.
They’ll cover which roles AI is absorbing and why most teams still use AI to write emails faster instead of wiring it into the CRM and MAP, where the revenue lives. Plus: the SaaSpocalypse layoffs, and who stops the Gremlins when 300 employees start building their own agents.
If you’re wondering whether the technical bar has outrun you, Phil and Mike will tell you where MOps seats are shifting and what it takes to keep one.
Featuring:
Michele Garner, Sr. Machine Learning Scientist, Microsoft
Data scientists and marketers often speak different languages. They operate in different professional cultures, approach problems differently, and have very different expectations about what makes a presentation compelling. And yet, for technical innovation to deliver meaningful business impact, these groups must find ways to understand one another.
What if the secret to communicating sophisticated technical concepts isn’t simplifying the science, but learning to speak the language and understand the culture of your audience?
Michele Garner brings a unique perspective to this challenge. She began her career with nearly eight years in marketing, public relations, and sales, where she learned the fundamentals of effective communication, persuasion, and influencing business decisions. She subsequently supported marketing organizations through research and analytics at T-Mobile and Starbucks, before spending the last 12 years in machine learning and applied science.
Across these experiences, she’s developed a set of practical rules for translating complex technical work into stories, presentations, and recommendations that resonate with nontechnical audiences and drive business impact.
In this conversation, Michele explores the art of communicating across technical and business cultures … and what it really takes to turn sophisticated science into meaningful business impact. Drawing on lessons from marketing, public relations, sales, and applied science, she’ll share practical tips and tricks for making complex ideas resonate with nontechnical audiences, building relationships and consensus across organizations, and treating research and analytical insights as products that need to be strategically positioned, marketed, and adopted. From crafting compelling presentations to developing internal “go-to-market strategies,” the conversation explores why producing great science is only half the job.
Because ultimately, the goal isn’t simply to make people understand the science. It’s to make the science matter.
Featuring:
Rand Fishkin, Founder, SparkToro
Featuring:
Kathleen Booth, CMO, Sequel.io
Say what you will, but marketing is a community organizing function. Can you move people toward your brand by winning hearts and changing minds? Kathleen Booth can.
Most playbooks are built from the same best practices, which is why so much marketing looks the same. Kathleen has made a career out of doing it differently. She went from Pavilion member to chapter co-chair to running marketing for the whole community. Now, as VP of Marketing at Sequel.io, a tech partner of this event, she’s building marketing from close to zero.
She joins Nadia to walk through her least conventional campaigns and how she knew they worked: how dinners and live events turn into pipeline, how first-party engagement data ties brand, community, and events together, and how to build a brand people trust when AI answers buyers’ questions first.
If your CFO has ever asked what that event really got you, this one’s for you.
Featuring:
Matt Heinz, Founder, Heinz Marketing
The marketing leadership job got rewritten this year. Matt Heinz took notes.
Every week, Matt (CEO, Heinz Marketing) hosts CMO Coffee Talk, where B2B marketing leaders say what they can’t say in their own exec meetings. This year, the conversation moved from burnout to January’s “throw out the plan and start over,” then to AI search, measurement, and governance. By fall, the message from boards and recruiters was clear: experimentation season is over. Leaders must show proven AI results, own the revenue tied to them, and partner across finance, IT, legal, and security. CMO tenure is back under two years.
Matt and Nadia unpack the new mandate: why positioning and product marketing are back on top, the difference between buying AI tools and building a growth engine that learns from closed revenue, and how to make the case in the language boards use.
Your 2027 plan has to answer “What did AI get us?” Join us for the answers.
Featuring:
Steve Patti, GTM Advisor & Mentor
B2B marketing has been a whirlwind for two years running. AI convinced executives that marketing is easy. LinkedIn turned one-off wins into “proven playbooks.” Boards want growth on an 18-month clock. And somewhere along the way, a lot of marketing teams got shrunk down to a lead-gen arm of Sales, often with plans and reports they built themselves.
When everything keeps shifting, you need something that doesn’t. Think of it as marketing’s little black dress: the classic that never goes out of style, always fits, and reminds you who you are on the days the market tries to tell you otherwise.
In this episode of Hitchhiker’s Guide, Steve Patti makes the case that it’s been hanging in the closet the whole time: the 4Ps, brand fundamentals, and a clear answer to what marketing actually owns. Steve and Nadia talk through what changed from 2024 to 2026, why most teams only control Promotion, and how Marketing can regain influence and impact over the other 3P’s without starting a turf war.
Nadia and Steve will dig into the Brand > Demand > Expand framework for approaching MarCom, why brand investment depends on your market , and how to talk to the CFO about pricing power and brand as tangible drivers of profitability. They will also discuss a 4P marketing plan and reporting that shows the business what marketing really influences – something you can use before planning season.
Nobody can slow the industry down. You can find your footing, though, and walk into your 2027 plan with confidence. It’s time to connect the dots.
Featuring:
Dale W. Harrison, Chief Strategy & Innovation Officer, The Insight Collective
Everyone’s asking whether AI makes marketing a tech job. Dale’s likely answer is that it was never an art job or a tech job. It’s a job built on how buyers actually behave, and most marketers skipped that class. Our job is to make him prove it, and to push back where his models meet messy reality.
Dale’s body of work comes down to one idea: marketing works within the laws of buyer behavior, and most of our industry’s habits ignore them.
With a career path that reads like an improbable voyage across the galaxy, Dale Harrison brings more than two decades of global executive experience navigating the volatile terrains of tech startups, growth ventures, and Fortune 100 giants. Much like Douglas Adams’ intrepid wanderers, Dale didn’t take a straight path to marketing leadership; he began his journey in experimental physics, detoured through engineering and software development, and calibrated his coordinates in high finance before establishing his footing at the nexus of strategy and growth. Equal parts analytical scientist and seasoned storyteller, Dale delivers talks that demystify complex systems, challenge prevailing corporate dogmas, and arm audiences with the strategic clarity needed to venture into the unknown without losing their towel.
When everything keeps shifting, you need something that doesn’t. Think of it as marketing’s little black dress: the classic that never goes out of style, always fits, and reminds you who you are on the days the market tries to tell you otherwise.
In this episode of Hitchhiker’s Guide, Steve Patti makes the case that it’s been hanging in the closet the whole time: the 4Ps, brand fundamentals, and a clear answer to what marketing actually owns. Steve and Nadia talk through what changed from 2024 to 2026, why most teams only control Promotion, and how Marketing can regain influence and impact over the other 3P’s without starting a turf war.
Nadia and Steve will dig into the Brand > Demand > Expand framework for approaching MarCom, why brand investment depends on your market , and how to talk to the CFO about pricing power and brand as tangible drivers of profitability. They will also discuss a 4P marketing plan and reporting that shows the business what marketing really influences – something you can use before planning season.
Nobody can slow the industry down. You can find your footing, though, and walk into your 2027 plan with confidence. It’s time to connect the dots.
Featuring:
Nadia Davis, VP of Marketing, CaliberMind
Mary Batchelder, Director of Revenue Marketing, CaliberMind
Spotted: two hitchhikers wrapping up the wildest voyage across the cosmos just in time for the holidays.
On this festive December 22nd finale, Nadia and Mary sit down to unpack the season’s biggest, juiciest strategic takeaways—breaking down what worked, what went sideways, and who truly stole the show. Rolling tape on favorite clips and memorable confessions from our past sessions, we’re serving up the candid, unfiltered director’s cut live.
Because it’s the season of giving, we’re turning the spotlight on the insights that matter most: the counterintuitive lessons, frameworks, and sharp takeaways you can immediately wrap up and gift to your team for the year ahead. Join us live for the clip breakdowns, honest banter, and a festive toast to navigating the unknown in style.
You know you love us.
XOXO, Hitchhiker Girls.
We want to take a moment to thank all of the amazing guests who’ve made this series possible.
You sharing your expertise with the marketing ops community is a big part of what makes this community so great.
In the third season of Hitchhiker’s Guide to Marketing Analytics, we sat down to talk in-depth with the practitioners doing the dirty work of marketing analytics each day — from marketing ops managers to data scientists, to weigh methods of marketing measurement and discuss advice for marketing ops teams to succeed in 2026.
The Switzerland of GTM: How RevOps Can Broker Strategic Alignment Across Marketing, Sales, and CS
Building a Unified Marketing Model: MMM + MTA Top 10 Reasons Why the Two are Better Together
Fixing Everything at Once: The Marketer's Survival Guide for the First 90 Days on a New Job
MCP Server 101: Moving Your Analytics and Marketing Reporting to LLMs — Do's and Don'ts
In the second season of Hitchhiker’s Guide to Marketing Analytics, we sat down with thought leaders from US Bank, GTM Edit, Impactable, Workday, and more to discuss different attribution models and their considerations and how to communicate marketing value to c-suite leadership.
The Battle of the Marketing Analytics Titans: Multi-Touch Attribution, Media Mix Modeling and Incrementality
Unmasking Buying Groups: The Phantom Buyer and Why Your Campaigns Keep Missing The Mark
Demystifying MMM: What Every Marketer Needs to Know About How Marketing Mix Modeling Actually Works
What Leadership Really Expects from Marketing: Key Insights to Truly Align with the C-Suite
What to Expect When Leadership Is Expecting: Aligning Marketing Deliverables with C-Suite Expectations
In the first voyage of Hitchhiker’s Guide to Marketing Analytics, we sat down with leaders from Flexera, Foxit, SparkToro, Equifax, Attributa, and chiefmartec to discuss how marketers can measure what matters and make better decisions.
B2B Marketer's Handbook to Data Literacy and Leadership to Champion AI-Ready Marketing Analytics
We have the most forward-thinking marketing thought leaders bringing their front-line knowledge on what moves the needle in 2025 and beyond.
Embrace the new reality of staying flexible and future-ready
Acquire the skills and strategies to build an analytics approach that is not only adaptable to today’s challenges but also resilient and future-proof in an ever-changing landscape.
Become the AI Transformation Leader
Cut through the “hearsay magic” and understand what AI truly offers when it comes to marketing data, what it can and cannot do for marketing. Be inspired to responsibly and strategically leverage AI, distinguishing hype from reality, and positioning you as the indispensable expert who can drive genuine, impactful AI adoption within your organization.
Embrace ambiguity and learn to be comfortable with some uncertainty
Get inspired you to be OK with ambiguity and make confident, strategic decisions even when all the puzzle pieces aren’t perfectly aligned. This is about becoming a true marketing leader who can navigate complexity, not just report on it.
New sessions are added weekly, prepare to be pleasantly surprised with more stellar speakers and fantastic topics.
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