In this episode of The Marketing Front Lines, we speak with Carl Standertskjold-Nordenstam, Head of Marketing at Inbolt. Inbolt is bringing vision and AI to industrial robotics, giving blind factory robots the ability to see and adapt in real-time. Operating across 100+ factories globally with major automotive manufacturers like Stellantis, Toyota, and Ford, Carl runs a lean one-person marketing operation focused on business impact over vanity metrics. From his start in B2B marketing at Sony to scaling growth at double unicorn Algolia, Carl shares how he’s building a marketing engine that prioritizes customer expansion over new logo acquisition, tactical positioning work that drives word-of-mouth in manufacturing, and a disciplined approach to selecting only the marketing activities that directly ladder up to business objectives. Topics Discussed - Building marketing strategy with business objectives as the foundation  - Operating as a one-person marketing team at a Series A startup  - Redesigning website architecture for customer acquisition and lead capture  - Manufacturing industry marketing where word-of-mouth drives most deals  - Creating positioning frameworks around memorable keywords that sales teams can deploy  - Account-based marketing strategies for customer expansion and NRR growth  - Audit-first approach to joining new companies and assessing marketing foundations  - Minimalist tech stack philosophy and avoiding tool bloat  - Using data from existing content performance to inform future content creation  - Balancing creative storytelling with analytical business thinking in B2B marketing Lessons For B2B Marketers - Ladder Every Marketing Tactic to Business Objectives: Carl structures his marketing plans by starting with business objectives first, then stacking marketing objectives that lead directly to them, followed by goals, measurements, and tactics. This framework allows him to trace every single marketing activity back to the company’s business goals, making it easier to secure C-level buy-in for initiatives and maintain strategic relevance. - Prioritize Customer Expansion Over New Logo Acquisition: Rather than focusing exclusively on new customer acquisition, Carl is shifting Inbolt’s 2026 strategy toward account-based marketing that expands within existing customers. For companies serving large accounts with multiple locations (like automotive manufacturers with dozens of plants), running customer-specific webinars that showcase problem-solving from other locations can drive expansion more efficiently than traditional demand generation. - Engineer Word-of-Mouth Through Positioning Keywords: In manufacturing, word-of-mouth drives most deals. Carl developed specific positioning keywords like ”intelligent” that sales teams and engineers use consistently in customer conversations. By creating memorable language that defines what the company should be famous for, marketers can influence peer-to-peer recommendations even without being in the room. // Sponsors:  Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. www.GlobalTalent.co // Don’t Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role.  Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM