This episode features an interview with Putney Cloos, CMO at Bombora, a B2B data pioneer that connects the B2B ecosystem in a one-of-a-kind Data Co-op of leading publishers, brand websites, and premium data providers. Putney dives into the criticality of intent data in budding your go-to-market motions, the importance of measuring ROI across a long sales cycles and playing the long game in PR. Key Takeaways: While we all need to be rethinking search and paying attention to how the world is chang...
Jul 01, 2025•48 min•Season 2Ep. 239
In this special episode of Pipeline Visionaries, Ian Faison, CEO of Caspian Studios, breaks down the future of B2B content creation for 2025. He dives into frameworks and strategies, outlining the five methods of consumption and aiming for high quality that makes virality possible. He also dives into the difference between feeds, shows, and networks, giving case studies and examples and highlights the shift towards platform-specific content and the role of marketers as 'gardeners' in navigating ...
Jun 24, 2025•32 min•Season 2Ep. 238
This episode features an interview with Chris Bontempo, CMO, Johnson Controls, a 140 year old company that is a global leader in smart, healthy and sustainable buildings. Chris spent nearly 19 years at IBM, eventually serving as CMO of IBM Americas before moving to Johnson Controls. He shares his perspective on website content being scraped by LLMs, how they’re using AI to reduce ad spend, and which types of content are resonating most with prospects. Key Takeaways: Websites need to be designed ...
Jun 17, 2025•51 min•Season 2Ep. 237
This episode features an interview with Ashley Faus, Head of Lifecycle Marketing, Portfolio, Atlassian and author of the book Human-Centered Marketing: How to Connect with Audiences in the Age of AI. Ashley dives into the pitfalls of both active spamming and the bait-and-switch tactics that are commonplace today. She also explains why marketers should ditch the funnel framework and embrace playgrounds as the model for the customer journey, and shares her insights into what it means to make marke...
Jun 10, 2025•45 min•Season 2Ep. 236
This episode features an interview with Avi Bhagtani, CMO at Digitate, a company that leverages machine learning and AI to intelligently manage IT and business operations. Avi discusses their success with regional, curated events and how they are investing in AI experiments. He also shares insights into how they are leveraging AI to optimize the website. Key Takeaways: Many successful events are curated, smaller and regional. Marketers who can meet their customer expectations and create networki...
Jun 03, 2025•40 min•Season 2Ep. 235
This episode features an interview with Bruce Cleveland, author of the best-seller “Traversing the Traction Gap" and CEO of Traction Gap Partners, a Market Engineering advisory firm. Bruce outlines why most startups fail and explains market engineering, a term he coined to represent the ideas around category design. He shares insights into creating a category and what goes into startup success. Key Takeaways: Market engineering involves the ideas around category design or redefinition thought le...
May 27, 2025•44 min•Season 2Ep. 234
This episode features an interview with Armen Najarian, CMO at Sift, an AI-powered fraud platform delivering identity trust for leading global businesses. Armen has 10 years of experience as a CMO across a variety of fraud prevention, digital identity, and cybersecurity organizations. He discusses how word of mouth and a strong brand has allowed them to become a leader in their space and also gives insight into Sift’s top source for demand generation. Key Takeaways: It is riskier not to take ris...
May 20, 2025•47 min•Season 2Ep. 233
This episode features an interview with Alison Lange Engel, CEO of Ceros, a company that provides tools and services that empower companies to create interactive content with unparalleled ease and efficiency, driving customer engagement. In this episode, Alison discusses the power of interactive content and how to differentiate your brand amidst increasing noise. She and Ian dive into the importance of being unique and how creativity is a competitive advantage. Key Takeaways: Creativity is a com...
May 13, 2025•44 min•Season 2Ep. 232
This episode features an interview with Jen Rapp, CMO at Superside, an AI-powered creative service, trusted by 500+ top brands. Jen has over 20 years of experience developing and executing marketing strategies for high-growth companies, with a particular focus on working alongside entrepreneurial leaders to scale. She discusses selling the vision and how doing good impacts marketing, sharing her lessons from her time at Patagonia and DoorDash. She also discusses winning on meta through quality c...
May 06, 2025•43 min•Season 2Ep. 231
This episode features an interview with Steve Rotter, CMO at DeepL, a global communications platform powered by Language AI. In this episode, Steve shares with us the power of a small uplift to your website when you see large scale website traffic, and the importance of pushing your point of view over your product features. He also dives into the value of brand in avoiding churn. Key Takeaways: Small changes to the website can have a small uplift, and when you are dealing with large-scale websit...
Apr 29, 2025•43 min•Season 2Ep. 230
This episode features an interview with Bill Macaitis, Founder & CEO, SaaS CMO Pro, where he shares growth strategies for SaaS and AI companies. His past roles include CMO positions at Slack and Zendesk, and SVP of Marketing at Salesforce. Bill joins the podcast to discuss findings from a recent survey of over 300 B2B marketers that gives insights into marketing strategies and budgets. He shares what they learned about marketing versus sales budgets, the most common attribution model, and mo...
Apr 22, 2025•47 min•Season 2Ep. 229
This episode features an interview with Jenny Force, VP of Global Demand Generation at Meltwater, a company with a suite of solutions that spans media, social, consumer, and sales intelligence. Jenny discusses her experience launching the company’s first big summit, as well as the work they have done to automate their inbound process to maximize each MQL. Key Takeaways: Launching a new big initiative and then proving ROI to the executive team requires careful positioning and careful measurement ...
Apr 15, 2025•53 min•Season 2Ep. 228
This episode features an interview with Luke Arno, CRO at Transcend, a privacy platform that empowers brands to enhance regulatory stances and improve customer relationships through data transparency, consent, and control. Luke shares his thoughts on strategy that prioritizes data privacy and limits engagement to prospects who opt in. He also discusses making the sales function an advisor and consultant to potential customers. Key Takeaways: One size fits all messaging is not successful and does...
Apr 08, 2025•44 min•Season 2Ep. 227
This episode features an interview with Kamal Thakarsey, CMO at Smartling, an AI Translation Platform that helps companies grow globally, faster. Kamal shares his strategy to stand out in a crowded market. He also dives into understanding trends, educating your customer, and testing even your smallest hypothesis. Key Takeaways: Fight complacency in your messaging. Companies may be comfortable with what they are doing, and comfortable sticking with the status quo, so you need to demonstrate the v...
Apr 01, 2025•48 min•Season 2Ep. 226
This episode features an interview with Gaurav Agarwal, COO and Revenue Leader at ClickUp, an all-in-one productivity platform that replaces all individual workplace productivity tools with a single, unified platform. Gaurav shares his thoughts on keeping your content strategy relevant and the iteration and testing needed to go viral. He also discusses maintaining a blend of B2B and B2C tactics to achieve scalable success. Key Takeaways: Content strategy and going viral is much more about consis...
Mar 25, 2025•47 min•Season 2Ep. 225
This episode features an interview with Ural Cebeci, SVP Marketing, Global Demand Generation at Braze, a customer engagement platform that allows any marketer to collect and take action on data from any source, so they can creatively engage with customers in real time, across channels. Ural shares his perspective on the challenges and hesitations surrounding personalization, and his thoughts on how to move forward. He also dives into understanding digital body language and customer signals. Key ...
Mar 18, 2025•32 min•Season 2Ep. 224
This episode features an interview with Emma Robinson, B2B Marketing Lead at Canva, a global online visual communications platform on a mission to empower the world to design. In this episode, Emma dives into Canva's shift from individual to enterprise functionality, sharing her thoughts on the inherent value of investing in brand at any stage. She also dives into the increasing importance of word-of-mouth and avoiding the sea of sameness in B2B marketing. Key Takeaways: Brand and creative help ...
Feb 25, 2025•48 min•Season 2Ep. 223
This episode features an interview with Jean-Christophe Pitié, CMO and Chief Partner Officer at Contentsquare, an experience intelligence platform that helps you gain a deep understanding of your customers’ whole online journey. In this episode, Jean-Christophe shares his approach to merging brands while minimizing friction and negative impact. He also discusses the future of SEO and how they are experimenting with influencing LLMs. Key Takeaways: The future of SEO may shift to thinking about ho...
Feb 18, 2025•37 min•Season 2Ep. 222
This episode features an interview with Drew Chapin, CMO at Certinia, a platform that connects all aspects of services operations, from services estimation and delivery to customer success management and financial planning and accounting. In this episode, Drew discusses monitoring buying signals and generating the right traffic to your website. He also dives into inheriting a rebrand and some of the nuances of marketing in a private equity owned company. Key Takeaways: Cold calls, cold emails an...
Feb 11, 2025•31 min•Season 2Ep. 221
This episode features an interview with Niloy Sanyal, CMO at LeanTaaS, a growth-stage company that creates software solutions combining lean principles, predictive and prescriptive analytics, and machine learning to transform hospital and infusion center operations. In this conversation, Niloy and Ian debate the merits of last touch versus multitouch attribution models. They also dive into the potential of AI SDRs and the benefits of ungating the content on your website. Key Takeaways: While rep...
Feb 04, 2025•48 min•Season 2Ep. 220
This episode features an interview with Melton Littlepage, the CMO at 1Password, a password manager trusted by businesses and consumers alike. In this episode, Melton shares his thoughts on building big bets into your budget and how the lightning strike strategy can increase awareness, even on a limited budget. He also talks about how he’s structured his team to create harmony with sales and the importance of focusing on expansion marketing. Key Takeaways: The lightning strike strategy, spending...
Jan 28, 2025•55 min•Season 2Ep. 219
This episode features an interview with Alex Saric, CMO at Ivalua, a company that empowers businesses to effectively manage all categories of spend and all suppliers, increasing profitability, improving ESG performance, lowering risk, and improving employee productivity. In this conversation, Alex shares his insights into pitching to and engaging with analysts, and how Ivalua has lead in reports since he joined the organization. He also dives into the ways he supports his team in building a dyna...
Jan 21, 2025•42 min•Season 2Ep. 218
This episode features an interview with Liz Carter, CMO at Reputation, a company helping brands understand and improve their reputations. In this conversation, Liz discusses the differences between brand and reputation and the current challenges of building trust with today’s consumers. She also shares her thoughts on experimentation within tight budgets. Key Takeaways: Brand is not synonymous with reputation, Your brand is who you aspire to be, while your reputation reflects how consumers perce...
Jan 14, 2025•39 min•Season 2Ep. 217
This episode features an interview with Calen Holbrooks, VP of Demand Gen at Airtable, the no-code app platform that empowers people closest to the work to accelerate their most critical business processes. In this episode, Calen shares with us how she thinks about “big C and little c community” and why it is important to invest in, even when it is harder to measure. She also dives into her approach to accessible content and how they increased their conversion rates through a homepage refresh. K...
Jan 07, 2025•45 min•Season 2Ep. 216
This episode features an interview with Lyndsey Rojas, CMO at IFS Ultimo, a SaaS enterprise asset management solution, focused on maintenance & safety and well known for a rapid deployment, ease of use and an unparalleled time to value. In this episode, Lyndsey dives into leveraging partner marketing to move from a regional to a global player and making sure communication is transparent to maintain 98 percent customer retention. Key Takeaways: Investing in your team, particularly with all th...
Dec 17, 2024•37 min•Season 2Ep. 215
This episode features an interview with Louise Clements, CMO at WorkJam, the world leader in the digital frontline workplace, revolutionizing how HQs and their frontline workforces work together. In this episode, Louise discusses why she is no longer looking at attribution and is instead focusing on intent. She also dives into how she is using AI to automate and improve their marketing efforts and managing joint ownership of the funnel with sales. Key Takeaways: AI makes marketing better by givi...
Dec 10, 2024•45 min•Season 2Ep. 214
This episode features an interview with Millie Hogue, VP of Marketing at Hakkōda, a modern data consultancy that helps companies harness cloud platforms and AI capabilities. In this episode, Millie discusses the power of co-marketing with major partners like Snowflake, personalized one-to-one advertising strategies and optimizing tech stacks to maximize ROI. Key Takeaways: Marketers are wasting an extraordinary amount of budget on unused tech spend. Part of a CMO’s strategy should include making...
Dec 03, 2024•47 min•Season 2Ep. 213
This episode features an interview with Susanne Rodriguez, CMO at Auvik, a cloud-based IT management platform that reduces friction and increases agility. In this episode, Susanne talks about how they think about growing market share by getting customers to switch to Auvik and their big investments in community. She also discusses the future of paid search and why they are focused on authentic forums like Reddit. Key Takeaways: Despite the “paid search is dying” narrative, paid search remains a ...
Nov 26, 2024•36 min•Season 2Ep. 212
This episode features an interview with Emily Campbell, CMO at Blackline, a leading provider of cloud software that automates and controls critical accounting processes. In this episode, Emily discusses their shift to lifecycle marketing and her focus on doing fewer things better to drive efficiency. She also dives into her approach to experimentation, and how she’s allocating 50% of her budget to experiments as a way to future proof their organization. Key Takeaways: It’s important to understan...
Nov 19, 2024•42 min•Season 2Ep. 210
This episode features an interview with John Schneider, CMO at Betterworks, a performance management solution HR professionals rely on for increasing employee engagement, manager efficiency, and business impact. In this episode, John shares insights into how he transformed Betterworks' content strategy to cut lead costs by 65% and why establishing a trusted sub-brand has been crucial to their success. He also talks about the importance of strategic experimentation and understanding the multidime...
Nov 12, 2024•43 min•Season 2Ep. 209
