The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX

In the rush to implement AI across the customer experience, are we at risk of creating more digital barriers than we're breaking down?

Agility requires a holistic view of the entire digital experience. It's the ability to see not just how individual channels are performing, but how they work together to serve every potential customer, inclusively and intelligently.

Today, we're going to talk about what it takes to build that holistic view. We'll explore how brands can unify their performance analytics to move beyond traditional SEO, the dual role of AI in both creating personalized content and ensuring it’s accessible, and why inclusivity is becoming one of the most powerful levers for brand growth.

To help me discuss this topic, I'd like to welcome Nayaki Nayyar, CEO at Siteimprove. About Nayaki Nayyar Nayaki Nayyar is an accomplished technology executive with a proven track record of driving growth, innovation, and market leadership in enterprise SaaS for over 25 years. As the CEO of Siteimprove, she spearheads the company’s vision and strategy, accelerating its market leadership in Agentic Content Intelligence powered by Siteimprove.ai platform. In her prior role as the CEO of Securonix, she guided the company’s strategic shift into AI with the launch of Securonix EON, an AI-powered cyber-security platform. Under her leadership, Securonix secured its position in the Gartner Magic Quadrant for SIEM for five consecutive years, driving significant growth and product innovation to address evolving global cybersecurity threats.Nayaki brings deep expertise in scaling businesses organically and through strategic acquisitions. As President and Chief Product Officer at Ivanti, she established the company’s cybersecurity and endpoint management strategy, growing revenue from $500M to $1.2B and doubling the total addressable market from $30B to $60B in just two years. She also played a pivotal role in launching the Ivanti Neurons Platform and driving expansion through acquisitions. As BMC Software’s President of Digital Service and Operations Management, Nayaki led its transformation into AI-driven enterprise solutions with the BMC Helix suite, a strategic evolution that contributed to BMC’s $8.2B exit in 2018.Nayaki serves on the boards of TD Synnex and Corteva Agriscience and is a graduate of the Stanford Executive Program. She holds a B.E. in Mechanical Engineering from Osmania University and an M.S. in Computer Science from the University of Houston. Recognized among the "Top Women in Technology in the U.S." by Technology Magazine in 2022, she is a respected leader shaping the future of enterprise technology in the AI era. Nayaki Nayyar on LinkedIn: https://www.linkedin.com/in/nayakinayyar/ Resources Siteimprove: https://www.siteimprove.com/ The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703 Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://aglbrnd.co/r/d15ec37a537c0d74 We’re proud to be a media partner for #MAICON26 - Oct. 13-15! Learn how AI can power your marketing and business and help you grow smarter. Use code AGILE150 to save! https://aglbrnd.co/r/7fe458ced0f04658 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

What if your brand’s success wasn't dependent on a winning product or favorable market conditions, but on your ability to connect with customers on a human level, one story at a time?

Agility requires moving beyond a reliance on market trends or product performance as the primary drivers of success. It demands a deeper, more resilient connection with customers, built on understanding their individual needs and stories.

Today, we're going to talk about building a playbook for customer loyalty that isn't dependent on market wins or a perfect product. We’ll explore the idea that every customer has a unique story, and that shifting from broad, impersonal campaigns to a strategy of deep, individual connection is the key to creating not just customers, but lifelong fans.

To help me discuss this topic, I'd like to welcome Paul Epstein, CEO & Founder at Win Monday and keynote speaker at CRMC, taking place June 1-3 in Frisco, Texas. About Paul Epstein PAUL EPSTEIN is a former NFL, NBA, and Super Bowl chief sales officer, celebrated for creating the San Francisco 49ers Talent Academy and Leadership University, now two-time bestselling author and award-winning speaker named one of SUCCESS magazine’s top thought leaders that get results. When not on stage, Paul is the Founder & CEO of WIN MONDAY™, a leading habit-building company that drives high-performance, momentum, and growth for championship cultures across the globe. Paul Epstein on LinkedIn: https://www.linkedin.com/in/paulepsteinspeaks/ Resources Win Monday: https://paulepsteinspeaks.com/ This episode is brought to by CRMC. Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://www.thecrmc.com Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://aglbrnd.co/r/d15ec37a537c0d74 We’re proud to be a media partner for #MAICON26 - Oct. 13-15! Learn how AI can power your marketing and business and help you grow smarter. Use code AGILE150 to save! https://aglbrnd.co/r/7fe458ced0f04658 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Now that AI can generate endless content, what is the true strategic value of a human-led content strategy?

Agility requires more than just adopting the latest tools; it demands a foundational strategy that allows you to integrate new capabilities without disrupting the core customer experience. This means being able to distinguish between a promising innovation and a distraction.

Today, we're going to talk about moving beyond the hype cycle to build a marketing technology ecosystem that actually delivers. We'll explore how to treat content orchestration not as a task but as a core strategic discipline, how to make AI a practical asset rather than a science project, and why so many CMOs are re-evaluating what they truly need from their platforms and partners.

To help me discuss this topic, I'd like to welcome Jennifer Griffin Smith, CMO at Acquia back to the show. About Jennifer Griffin Smith A well-respected international marketing executive, Jennifer Griffin Smith has more than 20 years of experience managing go-to-market strategies and corporate communications for public and private technology companies. She focuses on the needs of customers and partners in the ever-changing digital world, ensuring that Acquia solutions deliver exceptional value today and in the future, and that all programs and communications are addressing the unique needs of customers.

Jennifer leads the global marketing organization, including product marketing, GTM programs for customers and new business, brand, and marketing communications. With her extensive experience as a B2B marketing practitioner, Jennifer is passionate about new ways to grow awareness, improve marketing ROI, and create high-performing, award-winning teams.Before joining Acquia, Jennifer held CMO positions at Brightcove, Alfresco Software (acquired by Hyland), Software AG, Workhuman (formerly Globoforce), Avid Technology, and Progress Software. She has also held senior European marketing roles at Microsoft, PeopleSoft, and Information Builders. Jennifer Griffin Smith on LinkedIn: https://www.linkedin.com/in/jennifergriffinsmith/ Resources Acquia: https://www.acquia.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

I would like to recommend a new podcast called The Interface from the BBC. It's the BBC's fiercly informed, fast and funny take on how technology is impacting all of us. I have become regular listeners and hope you enjoy it too!

In an age of AI-powered deepfakes and sophisticated counterfeits, is your brand's core identity becoming more of a liability than an asset online?

Agility requires moving beyond just building a brand to actively and continuously protecting its integrity in a digital landscape where threats evolve at the speed of AI. This isn't just a defensive tactic; it's a core component of maintaining customer trust and lifetime value.

Today, we're going to talk about the often-overlooked other side of brand building: brand protection. In our rush to create amazing customer experiences and leverage new technologies, we're also creating new vulnerabilities for counterfeiters, impersonators, and fraudsters to exploit, ultimately eroding the trust and lifetime value we work so hard to build.

To help me discuss this topic, I'd like to welcome, Daniel Shapiro, SVP of Brand Relationships & Strategic Partnerships at Red Points. About Daniel Shapiro Daniel Shapiro leads strategic partnerships at Red Points, working closely with ecommerce platforms, websites, IP firms, and key industry stakeholders. Prior to joining Red Points, Daniel held senior roles at Macy’s and eBay, where he served as Senior Manager of Brand Protection. At eBay, he led international teams in the global disruption of counterfeit networks.With deep expertise in brand protection, digital enforcement, and strategic alliances, Daniel helps organizations navigate the complex landscape of online IP abuse while driving scalable brand protection outcomes. Daniel Shapiro on LinkedIn: https://www.linkedin.com/in/danielbshapiro/ Resources Red Points: https://www.redpoints.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703 Drive your customers to new horizons at the premier retail event of the year for Retail and Brand marketers. Learn more at CRMC 2026, June 1-3. https://aglbrnd.co/r/d15ec37a537c0d74 We’re proud to be a media partner for #MAICON26 - Oct. 13-15! Learn how AI can power your marketing and business and help you grow smarter. Use code AGILE150 to save! https://aglbrnd.co/r/7fe458ced0f04658 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company