Healthcare IT doesn't care about your cold emails. Larry Kaiser learned this the hard way.

In this episode, Larry and Carlos break down what happens when you build a marketing program in an industry where relationships trump everything. From cutting a website's word count by 60% to turning subject matter experts into content collaborators using AI (but keeping it human), Larry's approach is methodical, grounded, and refreshingly free of traditional marketing tactics. They talk about why lead gen services get politely declined every week, why half his budget goes to events, and how growing a LinkedIn community by 188% in two years translates to real pipeline. If you've ever wondered whether content actually drives revenue or just makes you feel productive, this one's required listening.

Jonathan Huang is the Head of Global Digital Marketing at Spinnaker Support, a global provider of on-premise and cloud-based enterprise software support services. With over 12 years of experience in digital marketing, e-commerce, and content production, Jonathan's diverse background ranges from IT services to working with an NBA team. In his role, he leads demand generation efforts and specializes in crafting strategies that drive sales for enterprise software support services. He is known for his creativity in addressing marketing limitations in B2B and B2C companies.

In this episode of the Tailwind Marketing Podcast, Carlos Corredor talks with Jonathan Huang, Head of Global Digital Marketing at Spinnaker Support. Jonathan shares his insights on aligning sales and marketing teams under one revenue umbrella, emphasizing the importance of clean data and collaboration. He also discusses key tactics for demand generation in long sales cycles and how his team improved their pipeline by focusing on bottom-funnel actions and leveraging SEO to expand top-funnel reach.

COVID crushed events. Then AI, automation, and inbox spam made everyone forget how to talk to people.

In this episode, Jocelyn Sexton and Carlos break down what's actually working with events, and why the ROI isn't in the booth. From "just go to the bar" tactics to how to avoid webinar fatigue, they show how to make people care, follow up like a human, and stop treating every interaction like a pitch. Whether it's a conference, a dinner, or a podcast, if you're not building a real relationship, you're just wasting time, effort, and budget.