This episode features an interview with April Moh, CMO at Kyriba, leader in cloud treasury and finance solutions, delivering mission-critical capabilities for cash and risk management, payments and working capital solutions. In this episode, April shares her expertise on managing perceptions through PR and building a demand creation arm from scratch. She also dives into the process of rebranding, and the framework they used when crafting their strategic narrative. Key Takeaways: To maximize your...
Apr 09, 2024•40 min•Season 2Ep. 178
This episode features an interview with John Solomon, CMO at Therabody, the wellness tech pioneer that brought us the Theragun, among other products that optimize human performance and unlock the body's natural ability to achieve health and well-being. In this episode, John shares his strategy to overcome the “Kleenex problem”and dives into how they prioritize the entry point to their brand. He also talks about how he structures his team with the brand at the center to avoid silos and strengthen...
Apr 02, 2024•48 min•Season 2Ep. 177
This episode features an interview with Sun Lee, CMO at BigPanda, a software company that enables organizations to organize and mobilize the world’s DevOps and ITOps data. In this episode, Sun shares why she no longer thinks about the customer journey as a traditional funnel, why it's important to "go big or go home on events", and the importance of face-to face human interaction. Key Takeaways: The traditional funnel may not be the best way to think about the customer journey; it is more like a...
Mar 26, 2024•42 min•Season 2Ep. 176
This episode features an interview with Gerardo A Dada, CMO at Catchpoint, a company that increases retailers' internet resilience by catching issues in the internet stack before they impact business. In this episode, Gerardo discusses his ungated content strategy and the venn diagram of content marketing. He also shares his thoughts on sticking to your ICP and his strategy to only go after high intent marketing leads. Key Takeaways: When thinking about your content marketing, you should find co...
Mar 19, 2024•55 min•Season 2Ep. 175
Every week on Pipeline Visionaries, we sit down with amazing marketing leaders to uncover the pipeline strategies that have been fundamental to their success. In each episode, we ask these guests which three areas of investment are most important to their marketing strategies. Tune into this special series to hear the budget items our CMO guests can’t live without! Find parts one , two , three , four , five , six , seven , eight and nine Episode Timestamps: *(01:37): Grant Johnson, CMO at Billtr...
Mar 12, 2024•28 min•Season 2Ep. 174
This episode features an interview with Mark Viden, SVP of Brand at CommonSpirit Health, a non-profit that operates 140 hospitals and more than 2,200 care centers serving sites across 24 states. In this episode, Mark discusses building an emotional connection with the consumer, using your brand promise as an operating principle and his focus on sharing the amazing stories in the healthcare industry. Key Takeaways: When brand promises are guiding principles for company operations, it creates a co...
Mar 05, 2024•35 min•Season 2Ep. 173
This episode features an interview with Leslie Henthorn, CMO at Ironclad, a contract lifecycle management software that provides a secure way to create and collaborate on contracts. In Leslie’s return to the podcast, she discusses navigating the shifts in AI, Ironclad’s influencer strategy, and getting into the psyche of your target persona. She also talks about strengthening your relationship with sales and prioritizing alignment even when you have a strong inbound funnel. Key Takeaways: It’s i...
Feb 27, 2024•36 min•Season 2Ep. 172
This episode features an interview with Dana Barrett, VP of Marketing at Tremendous, a company that offers a simple way to send rewards and payouts around the world. In this episode, Dana discusses the ways that incentivizing your ideal customer provides impact across use cases, whether you are looking to build pipeline, drive sales, get participants in studies, etc. She also talks about carefully identifying your target persona and focusing on a small number of priorities. Key Takeaways: Incent...
Feb 20, 2024•35 min•Season 2Ep. 171
This episode features an interview with Riikka Söderlund, CMO at Katana Cloud Inventory, a company that provides SMBs with easy-to-use inventory management software, to get them the real-time data that they need. In this episode, Riika discusses staying accountable for intentional experimentation, how she invests in talent and why she dislikes the term “marketing strategy”. Key Takeaways: Experiments should improve results and should fit within goals. Including experiments in your overall budget...
Feb 13, 2024•39 min•Season 2Ep. 170
This episode features an interview with William Tyree, CMO at IntelligenceBank, a platform that helps marketing teams get brand and legal approved content out the door faster. In this episode, William discusses his focus on being the easiest company to buy from, the importance of empathizing with buyers, and how customer buying behavior has changed over time. Key Takeaways: Buyers have a hard job and marketers need to prioritize making their company easy to buy from. Product marketing needs to b...
Feb 06, 2024•43 min•Season 2Ep. 169
This episode features an interview with Celia Fleischaker, CMO at isolved, a trusted HCM leader that provides software and services to meet the needs of HR professionals. Through their partner network, they reach more than 5 million employees and 145,000 employers across all 50 states. In this episode, Celia shares with us how they are investing in and amplifying their engaged community as well as how their focus on relationships and primary research supports their marketing efforts. Key Takeawa...
Jan 30, 2024•38 min•Season 2Ep. 168
This episode features an interview with Kimberly Storin, Chief Marketing and Communications Officer at Zayo Group, a leading telecommunications company with a network that stretches over 16.8 million fiber miles and spans 141,000 route miles across North America and Europe. In this episode, Kimberly shares with us how she built an end-to-end marketing organization within Zayo and demonstrated the value of the marketing function, diving into expanding their buying committee and creating a “Shark ...
Jan 23, 2024•41 min•Season 2Ep. 167
This episode features an interview with Esther-Mireya Tejeda, CMO at Anywhere Real Estate Inc., a leader of integrated residential real estate services, whose portfolio includes some of the most recognized brands in real estate. In this episode, Esther-Mireya discusses how marketers should consider themselves “business psychologists” and shares how she is incorporating neuroscience research when creating customer personas. Key Takeaways: Buying decisions for customers often have more to do with ...
Jan 16, 2024•45 min•Season 2Ep. 166
This episode features an interview with Ben Slater, SVP of Marketing at Beamery, a Talent Lifecycle Management platform that empowers companies to understand the skills and capabilities they have, build more agile workforce plans, and attract, retain, upskill, and redeploy their workforce. In this episode, Ben encourages companies to think about the future of their workforce, shares why internal marketing efforts are often overlooked but shouldn’t be, and why leadership should have their hands i...
Jan 09, 2024•37 min•Season 2Ep. 165
This episode features an interview with Brad Rinklin, CMO at Infoblox, a Computer and Network Security company that unites networking and security to deliver unmatched performance and protection for a world that never stops. In this episode, Brad shares with us how Infoblox is expanding its buyer persona reach, what a modern marketing team looks like, and the importance of adapting to whatever your data tells you. Brad also talks about what makes a great marketer better than the average marketer...
Jan 02, 2024•35 min•Season 2Ep. 164
This episode features an interview with Stephanie McCarty, CMO at Taylor Morrison, the 5th largest homebuilder in the U.S. made up of the nation's leading homebuilders and developers. In this episode, Stephanie shares with us why your website should be a selling tool not a seduction tool, how the role of sales is changing, and the unique ways Taylor Morrison has created partnerships to boost brand awareness and demand. Stephanie also talks about how companies should be approaching the next gener...
Dec 19, 2023•45 min•Season 2Ep. 163
This episode features an interview with Jordan Schenck, Chief Brand Officer at Flashfood, a technology company working to eliminate retail food waste by connecting consumers with discounted food nearing its best-by date. In this episode, Jordan shares with us how to push through the zeitgeist around what you do to change consumer perception, and she talks about some unique strategies for mobilizing your fan base to boost sales and brand awareness even without Coca-Cola dollars. Key Takeaways: Yo...
Dec 12, 2023•39 min•Season 2Ep. 162
This episode features an interview with Ed McDonnell, CRO at Asana, a software company that helps teams orchestrate their work, from small projects to strategic initiatives. In this episode, Ed shares with us Asana’s vision for tackling work automation, insight into their Work Innovation Lab, and why attribution for attribution's sake is meaningless. Ed also talks about the importance of treating pipeline like a team sport and how to effectively run a “Pipe Council”. Key Takeaways: Get focused o...
Dec 05, 2023•41 min•Season 2Ep. 161
This episode features an interview with Justin Anovick, Former CPO/CMO at Syndigo. In this episode, Justin gives us a masterclass in operationalizing ICPs (Ideal Customer Profiles) by providing us with tangible strategies for defining ICPs, tips for how to approach fringe use cases, and the reason why it’s so important to have alignment with the executive level. Key Takeaways: How to define your ICP: 1. Accounts 2. Size 3. Region 4. Market Alignment with the executive team is essential. When the...
Nov 28, 2023•44 min•Season 2Ep. 160
This episode features an interview with Sarah Cascone, VP of Marketing at Bluecore, a retail marketing platform that enables marketers to turn data into revenue-generating campaigns, in minutes. In this episode, Sarah educates us on what her team calls the Relationship Demand Gen Chain , how to foster a meaningful customer community, and how ruthless prioritization is a super power. Sarah also shares with us why she believes traditional outbound is fading away and that now, marketing is all abou...
Nov 21, 2023•46 min•Season 2Ep. 159
This episode features an interview with Jacqueline Woods, CMO at Teradata, the connected multi-cloud data platform for enterprise analytics, solving data challenges from start to scale. In this episode, Jacqueline talks about the new age of personalization, why AI should not be held accountable, and reminds us that data in technology is only as good as the data put into it. Jacqueline also shares how data is like water and paints a picture of her vision for a unified, frictionless customer exper...
Nov 14, 2023•56 min•Season 2Ep. 158
This episode features an interview with Jessica Shapiro, CMO at LiveRamp, the data collaboration platform for the world’s most innovative companies. In this episode, Jessica shares with us how brand and demand go hand in hand, why everything you do should be measured, and the importance of avoiding building up silos within your marketing team. Jessica also talks about how she and her team are combating stagnation through producing simple content and fostering a strong brand strategy. Key Takeawa...
Nov 07, 2023•42 min•Season 2Ep. 157
This episode features an interview with Andy Nester, CMO at Firstup, the world’s first intelligent communication platform. In this episode, Andy gives us the scoop on why Firstup is the best in the business at delivering information to individual workers, how he and his team help large organizations personalize experiences for their workers, and his approach to in-depth problem solving for customers. Andy also shares about his work breaking down organizational silos and how that helps scale succ...
Oct 31, 2023•46 min•Season 2Ep. 156
This episode features an interview with Jenny Victor, CMO at Epicor, a company focused on solutions that help their customers with big-picture inventory management, forecasting, and timely delivery. In this episode, Jenny shares with us how compelling content should be at the center of all that you do, how consumability is key when reaching prospective customers, and the unique strategies Epicor is employing to stand out in a crowded marketing landscape. Jenny also shares a new vision for what i...
Oct 24, 2023•40 min•Season 2Ep. 155
This episode features an interview with Gabie Boko, CMO at NetApp, a hybrid cloud data services and data management company, offering cloud data services for management of applications and data both online and physically. In this episode, Gabie shares with us why you can’t have brand without demand, her desire for partnerships vs handoffs, and the beauty of marketing agility. Gabie also helps us unpack why running a brand of commas isn’t the goal, but rather how companies can work toward stabili...
Oct 17, 2023•42 min•Season 2Ep. 154
This episode features an interview with Orlando Baeza, CRO & CMO at Flock Freight, fixing freight’s biggest weakness by offering a smarter alternative — shared truckload — that moves goods more reliably and with fewer emissions. In this episode, Orlando shares with us his tips for innovating decades old marketing strategies, the benefit of working under dynamic leadership, and why you should always keep your prospects laughing and learning. Orlando also talks about his journey of becoming th...
Oct 10, 2023•43 min•Season 2Ep. 153
This episode features an interview with Andrea Tarrell, CEO of Sercante, making marketing and sales teams wildly successful on the Salesforce platform. In this episode, Andrea shares what organizations should be thinking about in their marketing when it comes to AI, how companies have overused marketing automation, and why the focus of AI should be on process, content, and technology. Key Takeaways: The role of Generative AI: process, content, and technology. AI isn’t going to solve all of our p...
Oct 03, 2023•30 min•Season 2Ep. 152
This episode features an interview with Kyle Coleman, CMO at Clari & Devin Reed, Head of Content at Clari. Clari’s Revenue Platform improves efficiency, predictability, and growth across the entire revenue process. In this episode, Kyle and Devin give us the inside scoop on how to reduce revenue leak with purpose-driven Marketing, share their thoughts on operational thought leadership, and how revenue is not just an event it’s an outcome. Key Takeaways: Revenue is not just an event, it’s a b...
Oct 03, 2023•48 min•Season 2Ep. 151
This episode features an interview with Karin Flores, VP of Strategic Events at Okta, a software development company enabling organizations to securely connect the right people to the right technologies at the right time. In this episode, Karin talks about how Okta is augmenting its portfolio to meet the needs of their customers, how customer stories are always the greatest asset in any marketing campaign, and what it means for brand personas to be more connected than ever before. Key Takeaways:...
Oct 03, 2023•51 min•Season 2Ep. 150
This episode features an interview with Sarah McConnell, VP of Demand Generation at Qualified, the pipeline generation platform for revenue teams that use Salesforce. In this episode, Sarah shares the benefits she’s seen of nesting owned events into broader marketing goals, hiring varied skill sets in house as an invaluable ROI, and how everything you do should be about pipeline. Sarah also talks about pipeline as a personalized journey for prospects and the opportunity in giving potential buyer...
Oct 03, 2023•40 min•Season 2Ep. 149
