What does it take to master B2B marketing with empathy and precision?

In this episode of Connect to Market, host Casey Cheshire welcomes Cole Field, VP of Marketing at Beryllium InfoSec. Cole offers a thoughtful and tactical breakdown of how marketers can move beyond isolated tactics and create more unified, human-centered B2B strategies.

He shares why attributing success to individual efforts can create unnecessary tension, and how aligning sales and marketing unlocks better outcomes. Cole also explains the power of empathy in mapping the customer journey, the role of automation in streamlining efforts, and how Account-Based Marketing (ABM) is simply good, focused marketing when done right.

Throughout the conversation, Cole highlights actionable strategies for improving team alignment, defining an Ideal Customer Profile (ICP), and approaching B2B marketing with clarity and intention.

In this episode, we cover:

• Why attribution battles can derail marketing efforts
• The importance of empathy in understanding customer journeys
• Redefining ABM as aligned, effective marketing
• Aligning sales and marketing for shared success

If you're looking to refine your B2B marketing approach and create stronger alignment across your teams, Cole’s insights provide a grounded, practical guide for marketing leaders aiming to scale with purpose.

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Connect with Cole:

• LinkedIn: https://www.linkedin.com/in/colefield/
• Beryllium InfoSec, Inc: https://www.berylliuminfosec.com/

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Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/