HexaGroup

Stop looking only for new customers.

In this episode of The HEX-Files Energy Marketing Podcast, host Arnaud Dasprez sits down with Ashley Emery, Executive Board Member at Fast Company Executive Board & Chief Marketing Officer of Velocityehs Inc.

They discuss customer marketing, revenue expansion, cross-selling, upselling, and why understanding existing customers is critical to
sustainable B2B growth.

Growth doesn’t always require finding another customer.

Sometimes the biggest opportunity is already inside your customer base.

With multiple products and more than 15,000 customers, expansion becomes a serious revenue strategy.

But cross-sell and upsell can’t start with another sales pitch.

They start with understanding the customer.

How satisfied are they? What motivates them?

What problems matter most right now?

What features and functionality are they asking for?

When marketing understands those answers, customer success becomes more than retention.

🎧 Listen to the full episode on: https://na2.hubs.ly/H07NFNv0

Stop treating MQLs as the finish line.

In this episode of The HEX-Files Energy Marketing Podcast, host Arnaud Dasprez sits down with Ashley Emery, Executive Board Member at Fast Company Executive Board & Chief Marketing Officer of Velocityehs Inc.

Together they explore the decline of traditional MQL thinking, the rise of AI-driven buyer journeys, and how marketers are adapting their content and search strategies.

The MQL isn’t disappearing without a replacement problem.

Buyers are changing faster than most marketing systems can adapt.

The funnel became the flywheel. SEO expanded into AI search.

And the playbook for getting discovered by LLMs keeps shifting.
In one month, the answer looks like third-party content and community platforms.

Next, the conversation swings back toward publishing authoritative content on your own website.

Meanwhile, measurement platforms are trying to tell marketers where their brands actually stand.

The challenge is that the data still isn’t consistent enough to blindly trust.

So don’t abandon your existing model just because the next framework sounds better.

🎧 Listen to the full episode on: https://na2.hubs.ly/H07NFK80

Don’t let AI ignore your brand.

In this episode of The HEX-Files Energy Marketing Podcast, host Arnaud Dasprez sits down with Ashley Emery, Executive Board Member at Fast Company Executive Board & Chief Marketing Officer of Velocityehs Inc.

They explore how AI is reshaping B2B buyer behavior, brand strategy, AEO, and the path from visibility to revenue.

AI efficiency is valuable, but visibility comes first.

Your buyers are already using LLMs to research problems, compare solutions, and narrow their options.

If they aren’t reaching your website, their attention didn’t disappear.

It moved somewhere else.

That makes showing up in AI search a brand and revenue priority.

Start by researching how LLMs position your company and competitors.

If you’re missing from the answers that matter, look deeper at your content, brand strategy, PR, and third-party authority.

The goal isn’t simply more traffic anymore.

It’s protecting mindshare before the buyer ever reaches your website.

Because losing visibility in AI search can eventually mean losing inbound demand and revenue pipeline.

🎧 Listen to the full episode on: https://na2.hubs.ly/H07NFDX0

Our CEO Arnaud Dasprez recently sat down with Chad Silverstein from Authority Magazine to talk about why strategic partnerships are no longer a "nice-to-have" for companies serious about growth. The best partnerships create a three-way win: the partner grows, the customer grows, and the agency grows.

Arnaud also shared a story from early in his career about a partnership with a Big Six CPA firm. It worked commercially but failed culturally. That experience has impacted how he's approached every partnership since. The article also walks through a five-step framework for building partnerships that drive sales, plus how we approach it at HexaGroup with our Growth Engine platform.

If you're a consultant, agency leader, or anyone thinking about partnerships as a growth strategy, it's worth making time for this piece.

Read the full interview: https://na2.hubs.ly/H07JXNm0

Your customers may not know what to ask for yet.

In this episode of The HEX-Files Energy Marketing Podcast, host Arnaud Dasprez welcomes David Reid, Chief Technology Officer and Chief Marketing Officer of NOV and Chief Executive Officer of redM.

Together they explore how creative and engineering teams can uncover audience behavior, build desire beyond stated needs, and choose formats that earn attention.

The strongest ideas do not always begin with a customer request.

Sometimes the opportunity is creating desire for something the audience has not considered.

That takes more than copying a tactic another brand has used.

Start by clarifying the audience you are trying to reach.

Then examine what that audience does every day.

Understand how they learn, where they buy, and how they make purchasing decisions.

For engineers, technical papers may be a more relevant path than a familiar campaign format.

Creative work becomes more effective when it surprises people in ways that fit the audience.

An unexpected format, even a cartoon comic, can create the attention conventional thinking misses.

🎧 Listen to the full episode on: https://na2.hubs.ly/H07nGjV0

Traditional advertising is losing its influence.

In this episode of The HEX-Files Energy Marketing Podcast, host Arnaud Dasprez sits down with David Reid, Chief Technology Officer and Chief Marketing Officer of NOV and Chief Executive Officer of redM.

They explore why traditional energy marketing is changing, how employee voices build stronger connections, and why marketers need to keep testing what actually works.

Trade publications used to be a default line item.

But paying for visibility does not guarantee meaningful attention.

When advertising was reduced and social became a bigger focus, the results kept coming.

The bigger opportunity was getting employees to post.

Because people already inside your business have something an ad cannot manufacture: credibility.

The challenge is giving them enough freedom to actually use it.

If every post is controlled by fear of getting something wrong, you lose the authenticity that made employee voices valuable in the first place.

The channel may change tomorrow, but connection will keep mattering.

🎙️ Listen to the full podcast on: https://na2.hubs.ly/H07nHdn0

Marketing jargon will not grow the business.

In this episode of The HEX-Files Energy Marketing Podcast, host Arnaud Dasprez welcomes David Reid, Chief Technology Officer and Chief Marketing Officer of NOV and Chief Executive Officer of redM.

Together they explore why marketing leaders need a deeper connection to the business and its products to support growth.

CMOs lose credibility when marketing language is disconnected from business reality.

A marketing role should contribute to growth, not operate beside it.

That starts with understanding how the business actually works.

Product experience creates context that no messaging framework can replace.

Seeing what breaks reveals what customers truly encounter.

That firsthand understanding sharpens the connection between marketing and the business.

It also helps marketers move beyond abstract positioning.

Growth depends on translating operational reality into relevant market value.

The strongest marketing leaders stay close enough to the product to understand the problems it solves.

🎧 Listen to the full episode on: https://na2.hubs.ly/H07nGD80

The future demands two solutions.

In this episode of The HEX-Files Energy Marketing Podcast, host Arnaud Dasprez sits down with Bobby Tudor, Chief Executive Officer of Artemis Energy Partners.

The discussion focuses on the evolving outlook for oil and gas demand, the reality of greenhouse gas emissions, and why the future of energy depends on balancing sustainability with reliability, affordability, and security.

The energy conversation has become too polarized.

One side focuses on emissions.

The other focuses on reliability and affordability.

But the future demands both.

Ignoring climate challenges won't make them disappear.

Ignoring energy security isn't an option either.

The companies that lead the next decade won't pick one priority over another.

They'll find ways to deliver cleaner energy without compromising reliability or economic growth.

The real opportunity lies in solving both challenges at the same time.

🎙️ Listen to the full podcast on: https://na2.hubs.ly/H07tcyg0