Brian Krenzer is the VP of Marketing at Verisys, a healthcare data compliance company. His experience includes mortgage, real estate, and B2C lead gen—before landing in healthcare and bringing consumer instincts into a B2B world. At Verisys, Brian is rebuilding the marketing program from the ground up: defining personas, refining messaging, and testing what actually moves pipeline.
Here’s a glimpse of what you’ll learn:
- [03:30] Why building your ICP isn’t optional
- [06:00] How to cut through the fluff with dead-simple messaging
- [13:00] What B2C can teach B2B marketers about value
- [19:00] Why tracking revenue—not just leads—keeps you in business
- [27:00] What to do when you’re selling to people who can’t write the check
- [33:00] The one big thing B2B still gets wrong about testing and data
In this episode…
There’s something about B2B that makes marketers want to sound like robots. Brian Krenzer’s not here for it.
In this episode, he and Carlos break down what B2B marketers can steal from consumer brands—and what they still get wrong. From defining your ICP to fixing the planning phase, Brian’s take is practical, punchy, and grounded in math. Not vibes. They talk about how your buyer is a person (not a persona), how to explain your product in three sentences (or less), why metrics without context are a trap, and how first-party data is now more important than ever. If you’re chasing ROAS without knowing margin, you’re not managing pipeline. You’re gambling with a blindfold. And if you’ve ever run paid ads that “performed” but still got you fired, this one’s for you.
Resources mentioned in this episode:
Quotable Moments:
- “First you have to boil it all the way down. You have to make the message as simple as possible, and then you can go start adding complexity to it.”
- “If I can’t give my mom three sentences of what I’m doing, I don’t know my product well enough.”
- “If you try to hit a home run every time you get up to the plate, you’re gonna get a lot of strikeouts.”
- “Upper funnel’s valuable. But you can’t spend retargeting CPMs on it. That’s how you lose a lot of money.”
- “I take being unserious very seriously. This should be fun, marketing is meant to be, or at least have some element of joy to it”
Action Steps:
- Get dead clear on your ICP. Speak to their urgency, not your roadmap.
- If you can’t say it in a sentence, you can’t sell it.
- Track margin, not just leads. Pretty dashboards don’t close deals.
- Start small. Test before you light the budget on fire.
- Use your own data. It’s the only targeting lever you can actually trust.
Sponsor for this episode…
This episode is brought to you by Condor Digital Marketing.
Condor is an ROI-driven digital marketing agency built by entrepreneurs for entrepreneurs.
Our expert team helps clients identify and execute initiatives focused on business growth. We aim to democratize digital marketing with proven strategies and measurements that guarantee a return on investment by leveraging innovative technologies and the support of our Latin American office.
We provide strategic digital marketing advice, website development, content generation, SEO, performance marketing, social media marketing, CRM and email automation, web analytics and BI reporting, video production, and staffing services.
To learn more about our execution of ROI-focused marketing, reach out to us at Condoragency.com or email us at hello@condoragency.com.
