Kevin White is a demand-gen and growth marketing leader, currently running marketing at Scrunch AI, an AI-search visibility platform. He has spent his career on the demand side of 📝GTM — 📝demand generation, marketing automation, conversion optimization, paid acquisition, and multi-touch attribution — across a run of well-known software companies. Before Scrunch he was Head of Marketing at Retool and Head of Growth Marketing at Segment, with earlier demand-gen leadership at HackerOne and SingleStore. He is based in San Francisco and carries roughly 15k LinkedIn followers.
On the podcast, recorded during his tenure leading GTM Strategy at 📝Common Room, Kevin made the case that proprietary data is your biggest GTM differentiator in the age of AI. He walked through building micro-campaigns by stacking intent signals rather than blasting one list, the rise of 📝dark-social channels where buyers actually talk, and 📝identity resolution as the foundation that makes any of it work.
Kevin came on because he's lived the thesis from the operator seat — he ran growth at Segment and Retool before this, so when he says your proprietary data is the moat and identity resolution is the foundation, it's not theory. The micro-campaign idea — stacking intent signals into something hyper-specific instead of spraying a list — is the part I'd copy first.