Marketing that
sees what’s coming.
Most marketing optimizes for the market that exists. Let’s build for the one that’s emerging.
Kevin Green, Marketing & GTM leader across Dell, RealMassive, CBANC & Hapax/Austin, TX
How I think
The signal is never in the data you’re already measuring.
B2B buyers don’t move in straight lines. They research, second-guess, and check with people they trust long before they ever talk to a vendor. Most of the buying is done before a prospect raises a hand.
Most B2B marketers optimize against what’s already visible. Clicks, conversions, competitor positioning, whatever’s in-market. That data shows you how to improve what exists. It says nothing about what’s coming.
The real work is observational. Customers say one thing and do another. The signals that reveal the next shift rarely show up on a dashboard. They live in behavior, and in the questions buyers ask each other instead of asking a vendor. Surface them and act before the numbers catch up, and your marketing leads instead of reacts.
None of this is theory. It’s a pattern that has held through every shift I’ve worked, from social to mobile to AI, and at every size of company. A Fortune 50 platform. A venture-backed startup that rebuilt its entire business model to meet a change the market hadn’t named yet.
There’s one moment where this matters most: when a company has product-market fit and has to build the go-to-market engine that scales it, without losing the signal that got it there. That’s the problem I’m built for.
How I help
Four capabilities. Each one built to turn signal into pipeline.
GTM Strategy & Market Positioning
Go-to-market strategy for markets that are still forming. The buyer has no language for the problem yet, and there's no playbook to borrow. You write it.
Proven by
Saw that generative AI would break the peer-community model for regulated financial institutions before the data showed it. Led the pivot from an established community platform to a vertical AI product. Built the positioning and the market-entry motion from scratch.
Content & Trust Architecture
Content systems built on how B2B buyers actually decide. They trust other practitioners, not vendor claims. So the work is the editorial strategy, the distribution, and the partnerships that let credible voices carry the story further than the brand can on its own.
Proven by
Created a content platform and influencer partnership program for a global B2B technology brand that replaced a product-led content model with a practitioner-led one. The program was absorbed into the brand's flagship site as the new standard for how the company talks to prospects.
AI-Native GTM Operations
Go-to-market operating models where AI runs the connective layer instead of sitting on top as one more tool. Every system the team already uses gets connected, so account intelligence, content, pipeline, and customer health are all queryable in real time.
Proven by
Built and led a team of 10 running entirely on this model. CRM, CMS, data enrichment, project management, and communication tools, all connected through MCP into one harness. Anyone on the team or in leadership could ask about an account or an opportunity and get an immediate, cross-functional answer.
Team Leadership Through Transition
Leading marketing and GTM organizations through change, whether it's functional, technical, or strategic. The job is to build the operating model, the team, and the culture that make change stick instead of stall.
Proven by
Led a 50-person marketing organization with 8 direct reports through several functional transitions at Dell after it went private. Later built an AI-native startup team from scratch, moving an existing function onto an entirely new operating model.
Selected work
Three initiatives. Different problems, same instinct underneath.
Pivoting a Business to Meet a Market Shift
A peer community platform for banks and credit unions
For more than a decade the company had built the largest verified community of bank and credit union employees. When generative AI arrived, the dashboards still showed healthy growth. The behavior underneath told a different story: the community was becoming a last resort, not a first stop.
Turning Peer-Led Content Into a Fortune 50 Operating Model
A Fortune 50 global B2B technology brand
The content engine was running at full capacity. Whitepapers, spec sheets, demand-gen assets. Efficient, and not working. B2B buyers don't trust vendor-authored content; they trust people like them. Fixing that turned out to require changing not just the content, but how the entire company produced it.
Taking on an Industry Giant, One Local Market at a Time
A commercial real estate marketplace challenging a dominant incumbent
The category belonged to one dominant incumbent, and a startup marketplace was trying to give commercial real estate brokers another way to market their properties. Brokers live and die by their local market, so national messaging and broad claims went nowhere. The only way in was to get more local than the giant ever could.
How I engage
Every engagement starts the same way.
One question before any plan: what are we not measuring that matters?
Find what the data rewards
Every org optimizes for what it measures. The first job is surfacing what that system quietly punishes — the signals, behaviors, and bets it makes invisible.
Name what's missing
The gap between what buyers do and what the funnel captures. That gap is where the actual buying happens and where most GTM motions have no coverage.
Map the full journey
Not the ideal path — the real one. Where buyers get stuck, who they ask, what they read before they ever talk to sales. You can't optimize a journey you haven't observed.
Build the system
A GTM engine matched to how this specific market actually buys. The content, the channels, the plays, and the feedback loops that make the whole thing self-correcting over time.
Scale what's proven
No scaling before signal. Once the motion is working, the job shifts to removing friction, adding capacity, and protecting the insight that made it work in the first place.
How I operate
AI as the operating layer, not a bolt-on tool.
Most AI adoption in marketing is cosmetic. Teams use it to make content faster and never change the underlying model. The real opportunity is structural. Connect the systems a GTM team already runs on through one orchestration layer, and every function gets real-time visibility into every customer signal.
Proven by: built and led a 10-person team running entirely on this model. Every system the team touched connected into one harness. Every account and opportunity queryable in real time, by anyone on the team or in leadership.
Field Notes from the Leading Edge
A marketing leader’s notes on building and leading through the shifts that haven’t settled yet.
Read on Substack →
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Scott Brinker and the UserEvidence team published research this week on vibe coding in marketing, and I’ve been turning one number from it over in my head. 49% of the marketing orgs they surveyed said they used to submit…
Nobody Asked for a Car
I’ve been quoting Henry Ford for years. “If I had asked people what they wanted, they would have said a faster horse.” He probably never said it. There’s no record of it in his writing, and the line doesn’t surface until…
AEO Is a GTM Strategy, Not a Content Tactic
Most of the AEO and GEO advice circulating right now is quietly about one thing: getting cited when someone asks an AI tool to name the best vendor in your category. That is the consideration phase. It is crowded, it is…
About
Ahead of every shift that mattered.
Kevin Green has spent his career where emerging technology meets human behavior, across social, mobile, and now AI. The through-line was never the technology. It was a conviction that trust moves buyers, and volume doesn’t.
In B2B, no two problems are identical, and most of the buying happens before a vendor is ever contacted. The marketer’s job is to surface the signals that reveal what buyers need before the market names it, and to build the systems that carry that insight all the way through the customer experience.
The approach has shown up at every scale. At Dell, a practitioner-led content platform that became the standard for how a Fortune 50 brand talks to prospects. At CBANC and Hapax, an early read that generative AI would change how regulated buyers find information, and the full business pivot to meet it. And AI deployed as an operating layer that connects every function to every customer signal in real time, not as a content shortcut.
He writes about these shifts at Field Notes from the Leading Edge, with more curiosity than certainty.
Led marketing at
HapaxCBANCBrands worked with
Selected highlights
IBM — Built a demand-generation engine out of employee-generated content and digital participation.
GE — Built a go-to-market motion aimed at nuclear engineers that opened serious enterprise pipeline.
Timberland — Launched one of the first creator series built around craftsmanship for an iconic brand.
HBO — Ran the promotional campaign for a high-profile boxing match that pulled in a massive audience.
In their words
From the people he’s led, partnered with, and delivered for.
He leads with a rare combination of inspiration, trust, and strategy. As an agile leader, Kevin can pivot tactics quickly while remaining aligned with his overall strategy — and he ensures his team can do the same, with full understanding and support.
He was constantly pushing for greater, more innovative ideas — strategically sound, and built to drive engagement and conversions. He was always open to our recommendations and had great insight into how to make the work better. I would welcome the opportunity to work with him again.
Kevin tapped into the social dialog around the brand before he ever presented, then hit the ground running with insights, focus areas, and unique ways into an elusive consumer. He led some of the most successful social executions the brand had run. If you're looking for a business partner who applies social knowledge to business problems, Kevin is your man.
Kevin is an exceptional senior media leader and mentor. His extensive media background made him an incredible resource and a valued voice in holistic, pan-Dell conversations across multiple platforms.
Let’s talk
If you’re building something that depends on knowing what’s coming, let’s talk.
Use the form to reach Kevin directly.