Are we at risk of getting lost in the hype of AI, or can it really drive results in B2B marketing? And how do international perspectives shape our approach? In Episode 6 of The HEX-Files Energy Marketing Podcast , Host Arnaud Dasprez and global AI strategist Marco Luciano , Head of the AI Studio at BBN , explore how artificial intelligence is shaping the future of B2B marketing, particularly in the energy and industrial sectors. They discuss key challenges and opportunities, including AI-powered search, UX design, SEO strategy, and AI governance, all with a focus on achieving real-world business results. Marco Luciano, an Italian based in Germany, leads a globally distributed team focused on creating advanced AI solutions for B2B marketing and sales. His work spans search innovation, interface design, and scalable AI governance. At BBN, he guides companies through the complexities of adopting AI with a strong focus on usability, security, and real business outcomes. In this episode, expect to learn: How global companies are using AI to enhance customer and internal experiences Real-world use cases of AI search and maintenance support in industrial settings Why UX design must evolve with AI capabilities in mind The impact of AI on SEO, brand visibility, and marketing sustainability How to build and budget for your own team of AI agents Episode Highlights: [00:00] - Teaser [01:07] - Introduction of podcast and guest Marco Luciano [04:16] - AI, mythology, and global perspectives [05:51] - Marco’s background and global approach to B2B AI [08:01] - Where AI is making the biggest impact in B2B marketing [09:32] - Real use case: AI-powered search and remote maintenance [10:09] - Why traditional chatbots failed & how to fix the experience [13:58] - Should you name your AI? Branding bots with personality [16:22] - AI, SEO, and getting found online today [25:57] - How AI is changing agency-client relationships [28:19] - Privacy, compliance, & the cost of building internal AI platforms [35:21] - Budgeting AI like a new hire: a practical starting point [38:27] - Final thoughts and where to find Marco online Follow our Guest Marco Luciano on: LinkedIn : https://www.linkedin.com/in/mluciano/ Follow Host Arnaud Dasprez on: LinkedIn : https://www.linkedin.com/in/arnaud-dasprez-3a949a/ Facebook: https://www.facebook.com/arnaud.dasprez Instagram: https://www.instagram.com/arnauddasprez/ Follow the Podcast: Follow on LinkedIn : https://www.linkedin.com/company/hexagroup/ Visit the Hexagroup Website : https://www.hexagroup.com/ Subscribe on Apple Podcasts : https://podcasts.apple.com/us/podcast/the-hex-files/id1800509801 Listen on Spotify : https://open.spotify.com/show/2Uk06BviiKOGfbNNvPdV7a?si=fa31c1fc430d446d&nd=1&dlsi=53775ab58c874360…

Are there any humans left on the Internet, or is it all bots? And how can AI tools help energy marketers reach the right targets? In Episode 5 of The HEX-Files Energy Marketing Podcast , Host Arnaud Dasprez and AI pioneer Nick Caruso , Chief Revenue Officer and Co-Founder at KnowledgeNet.ai , explore how the rise of bots and artificial intelligence are transforming B2B marketing — particularly in the energy and industrial sectors. They discuss key challenges and opportunities, including bot traffic, lead quality, content strategy and pipeline visibility, all with a focus on achieving real-world business results. Nick Caruso has been working in the AI and technology space for nearly three decades. Starting with large-scale government and enterprise projects, he now helps companies of all sizes put AI to work in a way that supports business growth. At KnowledgeNet.ai, he leads revenue strategy and works closely with sales and marketing teams to help them use automation, data, and smart targeting to generate better leads and close more deals. In this episode, expect to learn: What to consider when filtering bot vs. human traffic Why companies need a real plan before adopting AI tools How AI helps personalize outreach and improve sales productivity Common risks when using AI without a clear strategy How to measure marketing performance in a changing landscape Episode Highlights: [00:00] - Teaser [00:53] - Introduction of podcast and guest Nick Caruso [02:31] - What KnowledgeNet.ai does and who it helps [04:44] - Human vs Bot traffic: What it means for marketers [08:11] - Understanding bots like ChatGPT as new visitors [11:00] - The risks of AI implementation without a strategy [14:18] - AI's Role in targeting and customization [17:34] - Smart ways to target prospects and tailor outreach [21:46] - What makes content stand out when everyone’s automating [25:03] - Proposal writing and sales pipeline insights [30:36] - Key KPIs: MQL to SQL conversion and account engagement [34:53] - Building brand awareness in a world of search and AI [36:22] - Final advice and getting started with AI Follow our Guest Nick Caruso on: LinkedIn : https://www.linkedin.com/in/ncaruso/ Follow Host Arnaud Dasprez on: LinkedIn : https://www.linkedin.com/in/arnaud-dasprez-3a949a/ Facebook: https://www.facebook.com/arnaud.dasprez Instagram: https://www.instagram.com/arnauddasprez/ Follow the Podcast: Follow on LinkedIn : https://www.linkedin.com/company/hexagroup/ Visit the Hexagroup Website : https://www.hexagroup.com/ Subscribe on Apple Podcasts : https://podcasts.apple.com/us/podcast/the-hex-files/id1800509801 Listen on Spotify : https://open.spotify.com/show/2Uk06BviiKOGfbNNvPdV7a?si=fa31c1fc430d446d&nd=1&dlsi=53775ab58c874360…

In Episode 4 of The HEX-Files Energy Marketing Podcast , Host Arnaud Dasprez and branding consultant Peter Lyall discuss corporate rebrands in the energy sector. They examine how leadership support, internal momentum, and alignment across teams are essential to a successful rebrand. Peter shares stories from his client work and research, including insights from his ongoing doctoral thesis on branding advice in energy marketing. This episode provides grounded lessons for teams navigating complex rebranding efforts. Peter Lyall is the Director of Ascent Advisory Services, Doctoral Student, Henley Business School , University of Reading and Former Group Director Strategy at Fifth Ring . Peter is a seasoned consultant in B2B energy branding. He has advised oil and gas majors, clean energy operators, and service contractors. Over the past six years, Peter has focused on academic research around how branding advice is accepted and used within organizations. His work blends consulting experience with real-world insights from both the agency and client side. In this episode, expect to learn: When and why companies should consider a rebrand. The business risks of superficial or ego-driven rebranding. What internal alignment and leadership support look like. How brand efforts can impact staff, stakeholders, and business value. Key findings from Peter’s doctoral research on branding advice. Episode Breakdown: [00:00] - Teaser [01:00] - Introduction of Podcast & Guest Peter Lyall [03:49] - When a Company Should Rebrand [05:40] - Rebrand Outcomes: Good and Bad [07:21] - Energy Rebrand Success Stories [12:00] - Measuring a Rebrand’s Impact [15:45] - Insights from Peter’s Doctoral Research [20:22] - Four Drivers of Rebrand Success [27:34] - Internal Buy-In and MarCom Roles [33:45] - Importance of Internal Momentum in B2B Rebrands [43:02] - Best Practices for External Rollout [46:33] - Final Reflections & Where to Reach Peter Follow our Guest Peter Lyall on: LinkedIn : https://www.linkedin.com/in/peter-lyall-ab93b22/ Follow Host Arnaud Dasprez on: LinkedIn : https://www.linkedin.com/in/arnaud-dasprez-3a949a/ Facebook: https://www.facebook.com/arnaud.dasprez Instagram: https://www.instagram.com/arnauddasprez/ Follow the Podcast: Follow on LinkedIn : https://www.linkedin.com/company/hexagroup/ Visit the Hexagroup Website : https://www.hexagroup.com/ Subscribe on Apple Podcasts : https://podcasts.apple.com/us/podcast/the-hex-files/id1800509801 Listen on Spotify : https://open.spotify.com/show/2Uk06BviiKOGfbNNvPdV7a?si=fa31c1fc430d446d&nd=1&dlsi=53775ab58c874360…

In Episode 3 of The HEX-Files Energy Marketing Podcast , Host Arnaud Dasprez and ABM expert Prajwal Gadtaula discuss the power of Account-Based Marketing (ABM) in the energy sector — and how to prevent your ABM communications from getting stuck in the dreaded Bermuda Triangle. They explore why ABM is more than just a tactic, its key elements for success, and best practices for driving results among high-value accounts. Prajwala Gatwala is the founder and CEO of Business Brainz , a research and insight company that specializes in helping B2B companies understand their target accounts, personas, and industries. Prajwala is also a Member of the Investment Committee at Alpha Plus Ventures Limited , Chairperson of the Board of Directors at Impact Hub Kathmandu , and a Member of the Board of Advisors at Chakraviu Nepal . Together, they discuss the real deal behind Account-Based Marketing (ABM), why it’s more than just a buzzword, and how it requires a cultural shift within your organization. If you're in energy marketing and looking to make an impact with your ABM efforts, this conversation will give you some valuable insights on how to do it right. What we’ll explore in this episode: What Account-Based Marketing (ABM) really is and how it differs from traditional marketing approaches. The key components of a successful ABM strategy and how to align your sales, marketing, and leadership teams. How ABM requires more than just tech stacks and automation, it’s about a cultural shift within your organization. The common pitfalls of ABM campaigns and how to avoid them. The role of research and personalization in driving ABM success. Episode Highlights: [00:00] – Teaser [00:50] – Introduction of Podcast & Guest Prajwala Gatwala [02:54] – What is ABM? Defining Account-Based Marketing [05:25] – Is ABM a Strategy, Tactic, or Culture? [06:17] – Key Elements of a Successful ABM Campaign [09:16] – Why Leadership Must Drive ABM Success [10:39] – Measuring ABM Success: Beyond Revenue [13:39] – ABM vs.Traditional Business Development [19:08] – Common Pitfalls in ABM Campaigns & How to Avoid Them [23:43] – The Role of Research and Personalization in ABM [27:09] – The Importance of Understanding Target Accounts in Detail [29:26] – How ABM Drives Efficiency and Personalization at Scale with AI [33:56] – The Need for a Holistic Account-Based Experience Across Departments [35:24] – The Value of Nurturing Existing Accounts with ABM [44:54] – Tips on ABM for Small Teams in the Energy Sector [49:32] – Praj’s Final Insights & How to Connect with Him Follow our Guest Prajwal Gadtaula on: LinkedIn : https://www.linkedin.com/in/prajwalgadtaula/ Twitter: https://x.com/pgadtaula Business Brainz: https://www.linkedin.com/company/business-brainz/ Alpha Plus Ventures Limited: https://www.linkedin.com/company/alpha-plus-ventures-limited/ Impact Hub Kathmandu: https://www.linkedin.com/company/impacthubkathmandu/ Chakraviu Nepal: https://www.linkedin.com/company/chakraviu-nepal/ Follow Host Arnaud Dasprez on: LinkedIn : https://www.linkedin.com/in/arnaud-dasprez-3a949a/ Facebook: https://www.facebook.com/arnaud.dasprez Instagram: https://www.instagram.com/arnauddasprez/ Follow the Podcast: Follow on LinkedIn : https://www.linkedin.com/company/hexagroup/ Visit the Hexagroup Website : https://www.hexagroup.com/ Subscribe on Apple Podcasts : https://podcasts.apple.com/us/podcast/the-hex-files/id1800509801 Listen on Spotify : https://open.spotify.com/show/2Uk06BviiKOGfbNNvPdV7a?si=fa31c1fc430d446d&nd=1&dlsi=53775ab58c874360…

In Episode 2 of The HEX-Files Energy Marketing Podcast , host Arnaud Dasprez explores brain rot, the changing landscape of B2B content and how energy brands can leverage innovative content strategies to foster real engagement. Our guest, Guillaume Jouvencel , a B2B marketing expert, shares his insights on how businesses can effectively leverage podcasts to build authority, trust and generate leads. From discussing brain rot in content marketing to breaking down what makes a podcast successful, this episode is packed with actionable strategies for businesses looking to expand their reach through engaging, high-quality content. Guillaume is a seasoned B2B marketing strategist and the Co founder of GHA Marketing , where he helps companies establish their brand and generate high-quality leads through podcasts. With extensive experience in content strategy, SEO and demand generation, he offers expert advice on how businesses can stand out in today’s crowded digital landscape. What You’ll Learn in This Episode: Brain Rot in Content Marketing : How businesses are creating too much low-quality content, leading to consumer fatigue. Quality vs. Quantity in B2B Content : Why testing is key to finding content that resonates with your audience. The Business Value of Podcasting : How B2B companies can use podcasts to build authority, expand their network of decision-makers and generate leads. Repurposing Podcast Content : How one podcast episode can be transformed into multiple content pieces across different platforms. KPIs for Podcast Success : The most important metrics businesses should track to measure the effectiveness of their podcast strategy. Episode Breakdown: [00:00] – Trailer [02:42] – Brain Rot in Marketing: How content oversaturation harms business engagement. [05:03] – Quality vs. Quantity: Why businesses need quantity to achieve quality. [08:39] – The Power of Podcasting: Why podcasts are key for B2B businesses. [10:17] – KPIs for a Successful Podcast: Key metrics for evaluating podcast impact. [22:06] – Maximizing Content Reach: Repurposing podcast content for social media, blogs, and video. [26:35] – Podcasting vs Blogging: Why podcasts are growing over traditional blogs. [29:33] – Selecting and Inviting Guests:How to book top industry experts. [41:21] – Emerging Trends in B2B Marketing: B2B companies using B2C storytelling. [48:27] – Final Takeaways: How GHA Marketing helps customers succeed. Follow our Guest Guillaume Jouvencel on: LinkedIn : https://www.linkedin.com/in/guillaume-jouvencel/ GHA Marketing Website : https://ghapodcast.com/ Follow the Host Arnaud Dasprez on: LinkedIn : https://www.linkedin.com/in/arnaud-dasprez-3a949a/ Facebook: https://www.facebook.com/arnaud.dasprez Instagram: https://www.instagram.com/arnauddasprez/ Follow the Podcast: Follow on LinkedIn : https://www.linkedin.com/company/hexagroup/ Visit the Hexagroup Website : https://www.hexagroup.com/ Subscribe on Apple Podcasts : https://podcasts.apple.com/us/podcast/the-hex-files/id1800509801 Listen on Spotify : https://open.spotify.com/show/2Uk06BviiKOGfbNNvPdV7a?si=fa31c1fc430d446d&nd=1&dlsi=53775ab58c874360…

In Episode 1 of The HEX-Files Energy Marketing Podcast , Host Arnaud Dasprez and marketing expert Peter Shwets investigate marketing best practices that just won’t die — despite their negative impact on efficiency and ROI. Peter Shwets is a seasoned marketing and technology strategist with over 20 years of experience in engineering, operations, sales, international business, manufacturing, and product line management. He currently serves as Chief Digital Officer at ArkHaven Platforms . Previously, he held the position of Vice President Digital Operations, Marketing and ESG at TEAM, Inc. , focusing on digital transformation initiatives. What You’ll Learn in This Episode Recognizing bad marketing habits: How inefficient methods prevent growth Sales and Marketing Alignment: Why teamwork and shared budgets matter. Internal Marketing: Why sales teams need better support. Martech and AI Tools: How advanced tools can help marcom professionals drive results Data-Driven Decision Making: How it contributes to energy marketing success Episode Breakdown: [00:00] – Introduction of Podcast & Guest Peter Shwets [02:32] – Identifying bad marketing habits [04:37] – Misalignment between sales and marketing strategies [05:54] – Synchronizing budgets and shared ROI goals [08:03] – Data-driven sustainability in marketing [09:40] – Reacting quickly with real-time campaign insights [12:04] – Understanding changing buyer personas [14:04] – Internal marketing and enabling the sales team [20:29] – Brand awareness: the overlooked growth engine [25:02] – Martech and AI: Tools for smarter, faster marketing [28:44] – Outsourcing marketing: Striking the right internal vs external balance [31:51] – AI use cases, from automation to insight generation [34:32] – Avoiding gimmicks: AI and Martech with a purpose [38:47] – Final advice: Trust the data and be open to change [41:00] – About ArkHaven Platforms and Peter’s mission Follow our Guest Peter Shwets on: LinkedIn : https://www.linkedin.com/in/peter-shwets-6621627/ Instagram: https://www.instagram.com/pshwets/ Twitter: https://x.com/pshwets ArkHaven Platforms: https://www.linkedin.com/company/ark-haven-platforms/ Team, Inc.: https://www.linkedin.com/company/team-inc1/ Follow the Host Arnaud Dasprez on: LinkedIn : https://www.linkedin.com/in/arnaud-dasprez-3a949a/ Facebook: https://www.facebook.com/arnaud.dasprez Instagram: https://www.instagram.com/arnauddasprez/ Follow the Podcast: Follow on LinkedIn : https://www.linkedin.com/company/hexagroup/ Visit the Hexagroup Website : https://www.hexagroup.com/ Subscribe on Apple Podcasts : https://podcasts.apple.com/us/podcast/the-hex-files/id1800509801 Listen on Spotify : https://open.spotify.com/show/2Uk06BviiKOGfbNNvPdV7a?si=fa31c1fc430d446d&nd=1&dlsi=53775ab58c874360…

Welcome to The HEX-Files Podcast , hosted by Arnaud Dasprez , Founder & CEO of HexaGroup . This podcast explores the evolving landscape of energy marketing , from traditional oil & gas to the energy transition, sustainability , and emerging new energy solutions. Arnaud and his expert guests uncover cutting-edge marketing strategies that help energy brands harness digital transformation and drive impact in a rapidly changing world. Whether you're navigating branding in energy , leveraging new marketing technologies , or positioning your company for the future of energy , this podcast delivers insightful conversations, industry trends, and actionable strategies to keep you ahead.…