Rethinking Inbound, Outbound & Everything in Between

Inbound and outbound aren’t opposing forces—they’re two sides of the same motion. 

When marketing owns both, it opens the door for tighter execution, faster learning, and better performance. But that kind of momentum doesn’t come from chasing tactics. It comes from reworking how the work actually gets done.  

In this episode, Drew Neisser talks with Christina Kyriazi of PhotoShelter about how she rebuilt the company’s go-to-market engine from the inside out. From bringing outbound under marketing, to embedding product marketing early, to using experiments to guide spend, Christina shares how structure and process—not just tactics—made all the difference.

What You’ll Learn: 

✔ Why outbound now rolls up to marketing and how that changed execution 

✔ How product marketing helped define segments, use cases, and “wow” moments 

✔ What “speed to lead” actually looks like and why it’s working 

✔ How underperforming tactics became high-converting plays 

✔ Where AI is helping accelerate research, content, and workflows without replacing the human voice  

If you're reworking how your team goes to market—structure, process, and all—tune in! 

Renegade Marketers Unite, Episode 447 on YouTube

Resources Mentioned 

• CMO Huddles 
• Past episode mentioned 
  • Jay Baer on why speed sells

Highlights

• [1:17] Meet Christina Kyriazi 
• [4:12] From B2C roots to B2B growth 
• [7:45] Who’s PhotoShelter really for? 
• [9:15] Customer chats over guesswork 
• [11:53] Insight-hunting never stops 
• [14:20] Find your wow moments 
• [16:29] BDRs belong with marketing 
• [24:28] About CMO Huddles  
• [25:12] SEO is a patience game 
• [32:56] Content is the fuel 
• [37:15] Find the yellow shirt guy
• [42:58] Do’s and don'ts of inbound + outbound

Highlighted Quotes 

“Sometimes it’s not the tactic that’s not working. It may be your process that’s not working.” —Christina Kyriazi

“If customers tell you that when they saw blah, blah, blah during the demo, they stopped in their tracks, that is a wow moment. Those are moments you have to document and make sure that you're constantly surfacing to the top. Those are the moments that make people act.” —Christina Kyriazi

“You need to not attach your own self-worth to the worth of your tactics. If a tactic doesn’t work, it doesn’t work. Move on. It’s okay. Try something else.” —Christina Kyriazi  

Full Transcript: Drew Neisser in conversation with Christina Kyriazi