What does it really take to create meaningful connections in B2B marketing? Adam Helweh and Michael Francisco unpack the complexities of balancing strategy, empathy, and innovation in an industry often dominated by data and processes. From breaking down silos between teams to navigating the subtleties of zero-click journeys, Michael draws on his leadership experience at Microsoft, Amazon, and GitHub to share lessons about building trust and fostering creativity. This conversation challenges traditional approaches and reveals how marketers can rethink their role—not just as storytellers but as enablers of genuine human connection.

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